Alliance Data
- Company typePrivate
- Founded1996
- HeadquartersColumbus, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
Alliance Data firmographics
Firmographics- Name
- Alliance Data
- Legal name
- Bread Financial
- Website
- https://alliancedatacardservices.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Alliance Data industry classification
Industry- Product category
- Consumer Financial Services
- NAICS
- Commercial Banking (52211), Commercial Banking (522110), Sales Financing (52222)
- SIC
- State Commercial Banks (6022), Savings Institutions, Not Federally Chartered (6036)
- akta.pro primary industry
- BaaS Platforms & Sponsor Bank Enablement (FSAGALAA)
- akta.pro secondary industries
- B2B / Invoice-Based BNPL (Trade Credit at Checkout) (FSAGAIAC), Consumer & Retail (CPG, Food, Apparel) (FSABACAM)
Keywords
Where Alliance Data is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Alliance Data business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Credit Card Interest and Fees: Revenue generated from purchase APR charges on credit card balances (35.99% as of March 2026), late fees, and foreign transaction fees waived
- Merchant Transaction Fees: Interchange fees collected from merchants when credit cards are used at point of sale through branded credit card programs
- Savings Deposit Interest Spread: Revenue generated from spread between interest paid on savings deposits (3.95% APY high-yield savings, 4.15% APY CDs/IRAs) and interest earned on lending activities
- Rewards Program Fees: Cashback rewards redemption as statement credit or direct deposit for Bread Cashback cardholders
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Bread Cashback American Express Credit Card with 2% unlimited cash back, no annual fee, no foreign transaction fees |
| Usage-based | Monthly | High-Yield Savings Account offering 3.95% APY with FDIC insurance |
| Usage-based | Annual | 9-Month Certificate of Deposit offering 4.15% APY with FDIC insurance |
| Usage-based | Annual | Individual Retirement Accounts (IRA) with up to 4.15% APY |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Alliance Data product offering
Product offeringCore offering
Alliance Data (operating as Bread Financial) provides tailored marketing and financial services through two primary lines: (1) B2B branded credit card programs and Pay Over Time financing for major retailers and brands, and (2) B2C consumer financial products including credit cards (Bread Cashback, Bread Rewards, Crypto Visa), high-yield savings accounts, certificates of deposit, IRAs, personal loans, and Bread Pay BNPL financing. Products are issued through two FDIC-insured banking subsidiaries, Comenity Bank and Comenity Capital Bank.
Product overview
Bread Financial (formerly Alliance Data Systems) operates as a technology-driven financial services company offering a unified platform of payment and lending solutions. The core product suite includes Bread Pay® (pay-over-time financing), Bread Loans™ (personal loans), and Bread Savings (high-yield savings, CDs, and IRAs) for consumers, complemented by Branded Credit Cards and Pay Over Time business solutions for merchants. The company also issues co-branded credit cards including the Bread Cashback Card (American Express), Bread Rewards Card, and Crypto Visa card, as well as merchant co-brand programs for Victoria's Secret, myAcademy, Ross, HP, and PlayStation. A mobile app provides account access and management. Products are issued through affiliated banks Comenity Bank and Comenity Capital Bank, both FDIC-insured institutions.
Differentiator
Problem solved
Functional benefit
Brands
- Bread Pay: Pay Over Time financing solution for online and in-store purchases
- Bread Loans
- Bread Savings
- Bread Cashback
- Bread Rewards
Products and services
- Bread Pay® A financing solution enabling pay-over-time payments for online and in-store purchases, part of a suite of loan products made by Comenity Capital Bank.
- Bread Loans™ Personal loan products offered by Comenity Capital Bank, a Utah state-chartered bank Member FDIC.
- Bread Savings High-Yield Savings Account FDIC-insured high-yield savings account offering competitive APY rates with no monthly or hidden fees, requiring a minimum $100 deposit.
- Bread Savings Certificates of Deposit (CDs) FDIC-insured CDs with competitive rates, requiring a minimum $1,500 opening deposit, with a 9-month CD offering 4.15% APY.
- Individual Retirement Accounts (IRAs) Retirement savings accounts including IRA high-yield savings and IRA CDs, FDIC-insured with no hidden fees, offering up to 4.15% APY.
- Bread Cashback American Express Credit Card American Express credit card earning 2% unlimited cash back on purchases with no annual fee and no foreign transaction fees, issued by Comenity Capital Bank.
- Bread Rewards Credit Card Credit card offering rewards and flexible financing options with cardmember-only perks.
- Crypto Visa Signature Credit Card Credit card earning up to 6% back in cryptocurrency on everyday purchases, with 1.5% on Midnight tier and 6% on Obsidian tier, with no annual fees.
- Victoria's Secret Mastercard Victoria's Secret branded credit card offering $25 off first purchase and cardmember benefits, issued by Comenity Bank.
- myAcademy Rewards Credit Cards Academy Sports + Outdoors co-brand card offering $30 off first purchase over $30 and 5% cardmember discount, issued by Comenity Capital Bank.
- Ross Credit Card Program Ross Dress for Less co-brand card offering 10% off first purchase, issued by Comenity Capital Bank.
- HP Credit Account HP co-brand credit account with special financing options, issued by Comenity Capital Bank.
- PlayStation Visa Credit Card Sony PlayStation co-brand card with rewards program, issued by Comenity Bank pursuant to Visa license.
- Branded Credit Cards (Business Solutions) Custom branded credit card programs for merchants, enabling customer loyalty and financing solutions.
- Pay Over Time (Business Solutions) Merchant-facing pay-over-time financing solution enabling customers to pay for purchases in installments.
Companies that use Alliance Data
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Alliance Data technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Alliance Data partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Victoria's SecretcoreVictoria's Secret Credit Card Program and Victoria's Secret Mastercard issued by Comenity Bank. Bread Financial provides the financial infrastructure, underwriting, and card management while Victoria's Secret markets to their customer base with incentives like $25 off first purchase.
- Academy Sports + OutdoorscoremyAcademy Rewards credit card and myAcademy Rewards Mastercard programs issued by Comenity Capital Bank. Offers $30 off first purchase over $30 and 5% cardmember discount for purchases $30.01+. Bread Financial handles card operations while Academy markets to shoppers.
- Ross Dress for LesscoreRoss Credit Card and Ross Mastercard programs issued by Comenity Capital Bank. Provides 10% off first purchase at Ross Dress for Less as sign-up incentive. Bread Financial manages credit operations while Ross promotes to their customer base.
- HP (Hewlett-Packard)coreHP Credit Account issued by Comenity Capital Bank offering special financing options for HP products purchased at hp.com. Bread Financial provides the credit infrastructure for HP's financing program.
- Sony Interactive Entertainment (PlayStation)corePlayStation Visa Credit Card issued by Comenity Bank with rewards program. Cardholders can earn up to $100 welcome bonus and earn rewards on PlayStation and everyday purchases. Bread Financial provides card operations and financing.
- Crypto.comminorCrypto Visa Signature credit card (Midnight and Obsidian tiers) distributed through crypto.com/cards. Earns 1.5%-6% back in cryptocurrency on everyday purchases. Bread Financial provides the credit card infrastructure while Crypto.com handles crypto wallet integration and card distribution.
- American ExpresscoreBread Cashback American Express Credit Card issued by Comenity Capital Bank under license from American Express. Card provides 2% unlimited cash back with American Express purchase protection, ID theft insurance, and global acceptance network.
- MastercardcoreMultiple branded credit cards (Victoria's Secret Mastercard, myAcademy Rewards Mastercard, Ross Mastercard) issued under Mastercard license. Provides global acceptance network and payment processing infrastructure.
Scale indicators2 records
Alliance Data competitors and assessment
Company assessmentDirect peers
- Affirm: U.S. BNPL market leader. Directly comparable to Bread Pay's pay-over-time merchant financing model and competes for the same point-of-sale wallet share with major retailers.
- Capital One: Operates a major retail card business (Costco, Target previously, Kohl's) alongside consumer credit cards and auto lending. Overlaps with Bread Financial in branded card issuing, digital banking, and credit-card-led product breadth.
- Klarna: Global BNPL provider with U.S. footprint and merchant integrations. Direct competitor to Bread Pay for pay-over-time checkout financing at retail partners.
- Citigroup (Citi Retail Services): Citi Retail Services is one of the largest U.S. private label and co-brand credit card platforms (Best Buy, Macy's, Home Depot). Directly comparable to Bread Financial in B2B branded credit and partner economics.
- Block (Afterpay): Owns Afterpay, a leading U.S. BNPL provider integrated with Cash App. Comparable to Bread Financial on pay-over-time product and digital distribution to consumers.
- Synchrony Financial: The largest U.S. private label and co-brand credit card issuer (CareCredit, Amazon Store Card, Lowe's, etc.). Closely mirrors Bread Financial's B2B branded credit model with bank subsidiary structure and a similar retail partner concentration profile.
- Barclays (Barclays US Consumer Bank): Operates a U.S. private label credit card business (previously including JetBlue, Frontier, Hawaiian Airlines cards). Comparable to Bread Financial in co-brand issuing and partner-funded acquisition.
Broad incumbents
- Ally Financial: Direct bank with credit card, auto, and deposit products. Comparable to Bread Savings in HYSA deposit gathering and to a lesser extent to Bread Loans' personal loan book.
- Discover Financial Services: Major consumer credit card issuer with direct-to-consumer focus and a private label student loan business. Overlaps with Bread Financial's card-issuing and personal loan franchise though without the B2B branded credit anchor.
- JPMorgan Chase (Card Services): Largest U.S. credit card issuer with a sizable co-brand portfolio (Amazon, Chase Sapphire, United). Represents the scaled-incumbent benchmark Bread Financial competes against for partner mandates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Alliance Data social profiles
Digital presenceAlliance Data financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alliance Data leadership team
Management profileNumber of profiles
Alliance Data subsidiaries and ownership
Company hierarchySubsidiaries2 records
Alliance Data funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alliance Data 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 Alliance Data
What does Alliance Data do?
Alliance Data (operating as Bread Financial) provides tailored marketing and financial services through two primary lines: (1) B2B branded credit card programs and Pay Over Time financing for major retailers and brands, and (2) B2C consumer financial products including credit cards (Bread Cashback, Bread Rewards, Crypto Visa), high-yield savings accounts, certificates of deposit, IRAs, personal loans, and Bread Pay BNPL financing. Products are issued through two FDIC-insured banking subsidiaries, Comenity Bank and Comenity Capital Bank.
Is Alliance Data a public or private company?
Alliance Data is a private company. It is classified as unknown and is currently operating.
When was Alliance Data founded?
Alliance Data was founded in 1996. It employs 5,001 to 10,000 people.
Where is Alliance Data based?
Alliance Data is headquartered in Columbus, United States, in the North America region.
How does Alliance Data make money?
Four revenue lines are on record. Credit Card Interest and Fees are the primary driver. The others are merchant Transaction Fees, savings Deposit Interest Spread and rewards Program Fees.
Who are Alliance Data's main competitors?
Direct peers on record are Affirm, Capital One, Klarna, Citigroup (Citi Retail Services), Block (Afterpay), Synchrony Financial and Barclays (Barclays US Consumer Bank). Broad incumbents are Ally Financial, Discover Financial Services and JPMorgan Chase (Card Services).
Does Alliance Data have an API?
No public API is recorded for Alliance Data.
What industry is Alliance Data in?
Alliance Data's product category is Consumer Financial Services. Its primary akta.pro industry code is FSAGALAA, BaaS Platforms & Sponsor Bank Enablement, with a secondary code of FSAGAIAC, B2B / Invoice-Based BNPL (Trade Credit at Checkout). Its NAICS code is 52211 and its SIC code is 6022.