Originally known as Alliance Data Systems Corporation, with its major segment being Alliance Data Card Services, the company was a leader in providing data-driven marketing, loyalty, and credit solutions. Its tagline, "know more. sell more.", highlighted its core mission of leveraging consumer data to help retail partners increase sales and build customer loyalty through private label credit card programs. In 2022, the company rebranded to Bread Financial Holdings, Inc. to better reflect its transformation into a technology-focused financial services provider, which includes its legacy card services business (operated by its Comenity Bank subsidiary) and its modern buy now, pay later (BNPL) and installment loan products.

Founded in

United States