Bread
Bread partners with enterprise retailers to deliver white-label pay-over-time financing, installment platforms, and branded private-label and co-brand credit card programs across the U.S., serving major brands in retail, sports, entertainment, and consumer goods.
- Company typePublic
- Founded2014
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Bread does
Bread is a New York-based fintech that partners with enterprise retailers to deliver pay-over-time and white-label credit card programs. Its core product surface includes Bread Pay Installments and Bread Pay SplitPay for short-term and installment financing at checkout, alongside private label credit cards and co-brand cards distributed through retail partners such as Ulta, NFL, Sony, PlayStation, Caesars Entertainment, Petco, Burlington, Talbots, Jared, and the New York Yankees. Consumer-facing products extend to Bread Cashback and Bread Rewards cards, Bread Loans, and a Bread Savings suite (high-yield savings, CDs, IRAs) issued through banking subsidiaries Comenity Bank and Comenity Capital Bank.
The underlying technology stack supports white-label integration via partner APIs and portals, a native mobile application with biometric authentication and mobile wallet tokenization, and merchant tooling through a dedicated Merchant Portal. An extensive patent portfolio (over 50 granted U.S. patents plus Canadian filings) covers mobile credit acquisition, distributed risk rules, geofencing, recommendation engines, computer-vision-based ID and retail-item scanning, and digital checkout automation — defensible IP underpinning the underwriting and checkout flows.
Bread makes money primarily through transaction fees and interest income on balances generated by branded credit card programs, installment and SplitPay financing, and private label financing arrangements with merchant partners. The go-to-market is enterprise field sales targeting mid-market and large retailers, with quote-based multi-year contracts. Operating metrics cited by the company include $27B in annual partner sales, 35.6M open unique customers, 33.8M cards with purchase balances, a 90% partner renewal rate, and 1.5-3X increases in shopping trips for partners. The firmographic entity (breadpayments.com) is a private company founded in 2014 with 51-100 employees, while the broader Bread Financial umbrella operates through the publicly traded parent and its bank subsidiaries.
Bread firmographics
Firmographics- Name
- Bread
- Legal name
- Bread Financial
- Website
- https://breadpayments.com
- Company type
- Public
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Bread partners with enterprise retailers to deliver white-label pay-over-time financing, installment platforms, and branded private-label and co-brand credit card programs across the U.S., serving major brands in retail, sports, entertainment, and consumer goods.
- Ownership category
- akta.pro rank
Bread industry classification
Industry- Product category
- Embedded Consumer Lending
- SIC
- Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- Co-Branded Credit Cards (FSAKABAB)
- akta.pro secondary industries
- Private-Label & Store Card Schemes (FSAMAAAE), Co-Branded Credit Card Partnerships (Issuers/Networks) (THABAKAD)
Keywords
Where Bread is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Bread business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Branded Credit Card Programs: Bread Financial provides white-label credit card programs to retail partners, generating revenue through interchange fees, interest income on balances, and partner program fees
- Pay Over Time / Installments: Installment financing solutions including Bread Pay SplitPay that generate revenue through transaction fees and interest charges
- Private Label Financing: Store-branded credit programs with financing, rewards and exclusive offers generating revenue from cardholder activity and merchant partnerships
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise Business Solutions |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Bread product offering
Product offeringCore offering
Bread partners with enterprise retailers and brands to deliver white-label pay-over-time solutions and branded credit card programs that can be implemented individually or mixed and matched. Core products include Bread Pay Installments and Bread Pay SplitPay for flexible short-term financing at checkout, private label credit cards with financing and rewards, and co-brand credit cards that combine private label benefits with traditional credit card flexibility.
Product overview
Bread Financial is a financial services platform offering a comprehensive suite of payment and credit solutions. The core offerings include Bread Pay Installments and Bread Pay SplitPay for pay-over-time financing, alongside Private Label and Co-Brand Credit Cards for merchant partners. Consumer-facing products include Bread Cashback Card, Bread Rewards Card, Bread Loans, and Bread Savings (high-yield savings, CDs, IRAs). Supporting infrastructure includes Member Portal for cardholder account management and Merchant Portal for business partners. The company holds an extensive patent portfolio for mobile loyalty services, biometric authentication, geofencing, recommendation systems, and digital checkout technologies.
Differentiator
Problem solved
Functional benefit
Brands
- Bread Pay SplitPay: A fast and effective way to gain a competitive edge by targeting customers who want short-term financing
- Bread Cashback Card
- Bread Rewards Card
- Comenity Bank
- Comenity Capital Bank
Products and services
- Bread Pay Installments
Quantifiable outcome
- 1.5-3X increase in shopping trips for partner brands
- +3 more outcomes
Companies that use Bread
Customer profileNamed customers18 records
Segments2 records
Ideal customer profiles2 records
Bread technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability8 records
Feature4 records
Bread partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core.
- UltacoreUlta partners with Bread Financial for branded credit card and financing solutions, offering customers exclusive rewards and payment options.
- NFLcoreNFL has a co-brand credit card partnership with Bread Financial offering exclusive benefits to fans.
- BurlingtoncoreBurlington offers Bread Financial's branded credit card program to its customers.
- SonycoreSony partners with Bread Financial for retail financing solutions.
- JaredcoreJared jewelry retailer offers private label credit cards through Bread Financial.
- APT 2BcoreAPT 2B furniture retailer partners with Bread Financial to make quality furniture more accessible through financing solutions. Featured as a success story.
- PlayStationcorePlayStation has a branded credit card partnership with Bread Financial.
- Children's PlacecoreChildren's Place offers branded credit cards through Bread Financial.
- Big LotscoreBig Lots partners with Bread Financial for private label financing.
- Caesars EntertainmentcoreCaesars Entertainment credit card partnership through Bread Financial.
- B and H PhotocoreB and H Photo offers financing solutions through Bread Financial.
- Create RoomcoreCreate Room partners with Bread Financial for branded credit card solutions.
- Academy Sports + OutdoorscoreAcademy Sports + Outdoors offers branded credit card programs through Bread Financial.
- PetcocorePetco partners with Bread Financial for private label credit card programs.
- TalbotscoreTalbots offers branded credit card partnerships through Bread Financial.
- Newton BabycoreNewton Baby partners with Bread Financial for financing options.
- MichaelscoreMichaels partners with Bread Financial, offering the most rewards ever for the store's loyal cardholders. Featured as a success story.
- New York YankeescoreNew York Yankees co-brand credit card with Bread Financial rewards loyal fans with exclusive benefits. Featured as a success story.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Bread competitors and assessment
Company assessmentDirect peers
- Affirm: Public BNPL company offering pay-over-time and installment financing to merchants and consumers. Directly competes with Bread in the white-label embedded BNPL space, including partnerships with major retailers.
- Klarna: Global BNPL provider offering pay-in-4 and longer-term installment loans at online and in-store checkout. Closely comparable to Bread in merchant-integrated installment offerings.
- Afterpay (Block): BNPL pioneer acquired by Block (formerly Square), offering pay-in-4 to merchants and consumers. Direct competitor in merchant-integrated short-term financing.
- Zip Co: BNPL provider offering pay-in-4 and installment products to merchants globally. Comparable to Bread in product offering and target merchants, with a similar growth-stage profile.
- Sezzle: BNPL fintech offering pay-in-4 and longer-term installment products, including a white-label platform. Direct competitor to Bread, especially in mid-market and enterprise retail.
Broad incumbents
- PayPal Pay Later: PayPal's integrated BNPL offering (Pay in 4, Pay Monthly) bundled with the broader PayPal checkout. Competes with Bread in the same merchant checkout flow but is part of a much larger payments platform.
- Synchrony Financial: Large public provider of private label credit cards and installment financing for major retailers. Competes with Bread Financial / Bread in the same retail credit and pay-over-time category, with much greater scale.
- Apple Pay Later (Apple): Apple's consumer-facing BNPL offering integrated into Apple Pay and Apple Wallet. Indirect competitor to Bread, as Apple's distribution and balance sheet can reshape merchant BNPL economics.
Emerging players
- Splitit: BNPL provider that runs installments on existing card networks rather than originating new loans. Overlaps with Bread's white-label installment approach, especially for merchants wanting a card-based integration.
Others
- Marqeta: Card-issuing and payments infrastructure platform powering modern credit and debit programs. Adjacent to Bread as enabling infrastructure for embedded card and credit products sold to merchants.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Bread social profiles
Digital presenceBread financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bread leadership team
Management profileNumber of profiles
Profiles4 records
Bread subsidiaries and ownership
Company hierarchySubsidiaries2 records
Bread funding detail
Funding detailFunding overview
Funding rounds3 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bread M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bread
What does Bread do?
Bread partners with enterprise retailers and brands to deliver white-label pay-over-time solutions and branded credit card programs that can be implemented individually or mixed and matched. Core products include Bread Pay Installments and Bread Pay SplitPay for flexible short-term financing at checkout, private label credit cards with financing and rewards, and co-brand credit cards that combine private label benefits with traditional credit card flexibility.
Is Bread a public or private company?
Bread is a public company. It is classified as venture growth investor backed and is currently operating.
When was Bread founded?
Bread was founded in 2014. It employs 51 to 100 people.
Where is Bread based?
Bread is headquartered in New York, United States, in the North America region.
How does Bread make money?
Three revenue lines are on record. Branded Credit Card Programs are the primary driver. The others are pay Over Time / Installments and private Label Financing.
Who are Bread's main competitors?
Direct peers on record are Affirm, Klarna, Afterpay (Block), Zip Co and Sezzle. Broad incumbents are PayPal Pay Later, Synchrony Financial and Apple Pay Later (Apple). Splitit is listed as an emerging player. Marqeta is listed as an others.
Does Bread have an API?
No public API is recorded for Bread.
What industry is Bread in?
Bread's product category is Embedded Consumer Lending. Its primary akta.pro industry code is FSAKABAB, Co-Branded Credit Cards, with a secondary code of FSAMAAAE, Private-Label & Store Card Schemes. Its SIC code is 6153.