folder Filed in Domain upgrades, Rebrands
Bread Financial represents a more focused, unified company, invests in Bread.com
By Tatiana Bonneau access_time 2 min read

Bread Financial is a tech-forward financial services company that offers simple, personalized payment, lending and saving solutions. The company operated on BreadFinancial.com  and BreadPayments.com for quite some time. In 2020 Bread Financial was acquired by Alliance Data.

After the acquisition of Bread Finance, Alliance Data adopted its new brand’s name and so changed the name of the company to Bread Financial Holdings, Inc. on March 23, 2022, and its ticker symbol from ADS to BFH. A FORTUNE 500 and S&P MidCap 400 company, Alliance Data consists of businesses that together employ over 8,500 associates at more than 50 locations worldwide.


Today is a historic day at our company, as Alliance Data officially rebrands as Bread Financial™️. Our new brand reflects the extensive transformational work our leadership team and associates have done over the past three years to streamline and simplify our business model so we can focus on what we do best – providing tech-forward payment, lending and saving solutions.

Ralph Andretta, CEO, Bread Financial

With the new mission to simplify their business model, that allows the company to focus on assets with the greatest growth potentialIt, it was only logical to get a domain name matching that success with the rebrand. In March 2022 Elliot Silver spotted the upgradeBread.com now belongs to Bread Finance.

Given the wide range of tools for individuals, merchants and brands, Bread.com seems like a good fit for the company’s vision for the future. It is also short and simple making the best of every marketing dollar they spend.


How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.

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