Bread Financial Holdings declines amid credit card rate cap proposal
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 20 Jan 26
Source: NASDAQ.COM
Bread Financial Holdings Inc. saw a decline of 5.00% as it crossed below its 5-day SMA, reflecting broader market weakness. The recent proposal by President Trump to cap credit card interest rates at 10% has negatively impacted credit card issuers, leading to investor concerns about potential legislative changes. This announcement has caused a significant drop in stock prices across the credit card sector, including major players like American Express and Citigroup.
Analyst Views on BFH
Wall Street analysts forecast BFH stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for BFH is 81.08 USD with a low forecast of 57.00 USD and a high forecast of 98.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
13 Analyst Rating
5 Buy
5 Hold
3 Sell
Hold
Current: 68.200
Low
57.00
Averages
81.08
High
98.00
Current: 68.200
Low
57.00
Averages
81.08
High
98.00
About BFH
Bread Financial Holdings, Inc. is a tech-forward financial services company, which is engaged in providing simple, personalized payment, lending, and saving solutions. The Company's product offerings consist of private label and co-brand credit card programs with retailers and other brand partners; direct-to-consumer (DTC) credit cards; Bread Pay products; and Bread Savings products. Its payment solutions, including Bread Financial general purpose credit cards and savings products. Its private label credit cards are partner-branded credit cards used by consumers for the purchase of goods and services from that partner. Bread Pay is its payment technology solution for pay-over-time products. The Company's products are supported by various services and capabilities, including risk management, account origination and funding services; credit card and other loan processing and servicing; fraud prevention; marketing, and data and analytics; and digital and mobile capabilities.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
