Fintel reports that on January 8, 2026, UBS initiated coverage of Bread Financial Holdings (NYSE:BFH) with a Buy recommendation.
Analyst Price Forecast Suggests 9.23% Downside
As of December 21, 2025, the average one-year price target for Bread Financial Holdings is $73.74/share. The forecasts range from a low of $52.52 to a high of $102.90. The average price target represents a decrease of 9.23% from its latest reported closing price of $81.24 / share.
See our leaderboard of companies with the largest price target upside.
The projected annual revenue for Bread Financial Holdings is 4,740MM, an increase of 88.92%. The projected annual non-GAAP EPS is 31.72.
What is the Fund Sentiment?
There are 674 funds or institutions reporting positions in Bread Financial Holdings. This is an decrease of 12 owner(s) or 1.75% in the last quarter. Average portfolio weight of all funds dedicated to BFH is 0.18%, an increase of 7.70%. Total shares owned by institutions decreased in the last three months by 0.43% to 59,435K shares. 
The put/call ratio of BFH is 1.55, indicating a bearish outlook.
What are Other Shareholders Doing?
Turtle Creek Asset Management holds 3,284K shares representing 7.19% ownership of the company. In its prior filing, the firm reported owning 3,595K shares , representing a decrease of 9.47%. The firm decreased its portfolio allocation in BFH by 7.27% over the last quarter.
Franklin Resources holds 1,730K shares representing 3.79% ownership of the company. In its prior filing, the firm reported owning 1,721K shares , representing an increase of 0.57%. The firm decreased its portfolio allocation in BFH by 7.64% over the last quarter.
IJR - iShares Core S&P Small-Cap ETF holds 1,693K shares representing 3.71% ownership of the company. In its prior filing, the firm reported owning 1,782K shares , representing a decrease of 5.21%. The firm increased its portfolio allocation in BFH by 7.48% over the last quarter.
American Century Companies holds 1,556K shares representing 3.41% ownership of the company. In its prior filing, the firm reported owning 1,491K shares , representing an increase of 4.19%. The firm decreased its portfolio allocation in BFH by 4.56% over the last quarter.
VTSMX - Vanguard Total Stock Market Index Fund Investor Shares holds 1,417K shares representing 3.10% ownership of the company. In its prior filing, the firm reported owning 1,450K shares , representing a decrease of 2.36%. The firm decreased its portfolio allocation in BFH by 0.59% over the last quarter.
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