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.
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.