Comprehensive Stock Comparison
Compare Bread Financial Holdings, Inc. (BFH) vs JPMorgan Chase & Co. (JPM) Stock
Analyze side-by-side fundamentals, valuation, growth, and profitability to decide which stock is the better buy.
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Quick Verdict
| Category | Winner | Why |
|---|---|---|
| Growth | JPM | 14.6% revenue growth vs BFH's -7.3% |
| Value | BFH | Lower P/E (7.0x vs 13.9x) |
| Quality / Margins | JPM | 21.6% net margin vs BFH's 5.8% |
| Stability / Safety | JPM | Beta 1.00 vs BFH's 1.47 |
| Dividends | JPM | 1.7% yield, 14-year raise streak, vs BFH's 1.2% |
| Momentum (1Y) | BFH | +32.9% vs JPM's +15.7% |
| Efficiency (ROA) | BFH | 2.2% ROA vs JPM's 1.3%, ROIC 3.3% vs 5.4% |
Who Each Stock Is For
Income & stability
Growth exposure
Long-term compounding (10Y)
Sleep-well-at-night portfolio
Defensive / Recession hedge
Business Model
What each company does and how it makes money
Bread Financial is a financial technology company that provides private-label and co-branded credit card programs along with point-of-sale installment lending solutions. It generates revenue primarily from interest income on its loan portfolio — which includes credit cards and buy-now-pay-later products — and from merchant fees for payment processing services. The company's competitive advantage lies in its established partnerships with over 130 retail brands and its integrated technology platform that embeds financing options directly into merchant checkout experiences.
JPMorgan Chase is a global financial services giant that operates as a universal bank offering consumer banking, investment banking, commercial banking, and asset management services. It generates revenue primarily through net interest income from lending activities (about 50% of total revenue) and non-interest income from investment banking fees, trading, asset management, and card services. The company's key competitive advantage lies in its massive scale, diversified revenue streams, and fortress balance sheet—which together create significant barriers to entry and provide stability through economic cycles.
Revenue Breakdown by Segment
How each company's revenue is distributed across its business units
Financial Metrics Comparison
Side-by-side fundamentals across 2 stocks. BestLagging
Financial Scorecard
JPM leads in 5 of 6 categories (Financial Metrics, Profitability & Efficiency). BFH leads in 1 (Valuation Metrics).
Financial Metrics (TTM)
JPM is the larger business by revenue, generating $270.8B annually — 56.4x BFH's $4.8B. JPM is the more profitable business, keeping 21.6% of every revenue dollar as net income compared to BFH's 5.8%.
| Metric | BFHBread Financial H… | JPMJPMorgan Chase & … |
|---|---|---|
| RevenueTrailing 12 months | $4.8B | $270.8B |
| EBITDAEarnings before interest/tax | $623M | $81.3B |
| Net IncomeAfter-tax profit | $472M | $58.0B |
| Free Cash FlowCash after capex | $2.0B | -$119.7B |
| Gross MarginGross profit ÷ Revenue | +50.9% | +58.6% |
| Operating MarginEBIT ÷ Revenue | +7.9% | +27.7% |
| Net MarginNet income ÷ Revenue | +5.8% | +21.6% |
| FCF MarginFCF ÷ Revenue | +38.7% | -15.5% |
| Rev. Growth (YoY)Latest quarter vs prior year | — | — |
| EPS Growth (YoY)Latest quarter vs prior year | +100.0% | +16.0% |
Valuation Metrics
At 12.9x trailing earnings, BFH trades at a 15% valuation discount to JPM's 15.2x P/E. On an enterprise value basis, BFH's 10.7x EV/EBITDA is more attractive than JPM's 13.1x.
| Metric | BFHBread Financial H… | JPMJPMorgan Chase & … |
|---|---|---|
| Market CapShares × price | $3.1B | $809.7B |
| Enterprise ValueMkt cap + debt − cash | $5.1B | $1.09T |
| Trailing P/EPrice ÷ TTM EPS | 12.88x | 15.21x |
| Forward P/EPrice ÷ next-FY EPS est. | 7.03x | 13.93x |
| PEG RatioP/E ÷ EPS growth rate | — | 1.17x |
| EV / EBITDAEnterprise value multiple | 10.75x | 13.15x |
| Price / SalesMarket cap ÷ Revenue | 0.64x | 2.99x |
| Price / BookPrice ÷ Book value/share | 1.17x | 2.51x |
| Price / FCFMarket cap ÷ FCF | 1.64x | — |
Profitability & Efficiency
JPM delivers a 16.1% return on equity — every $100 of shareholder capital generates $16 in annual profit, vs $14 for BFH. BFH carries lower financial leverage with a 1.86x debt-to-equity ratio, signaling a more conservative balance sheet compared to JPM's 2.18x. On the Piotroski fundamental quality scale (0–9), JPM scores 5/9 vs BFH's 3/9, reflecting solid financial health.
| Metric | BFHBread Financial H… | JPMJPMorgan Chase & … |
|---|---|---|
| ROE (TTM)Return on equity | +14.2% | +16.1% |
| ROA (TTM)Return on assets | +2.2% | +1.3% |
| ROICReturn on invested capital | +3.3% | +5.4% |
| ROCEReturn on capital employed | +2.4% | +8.2% |
| Piotroski ScoreFundamental quality 0–9 | 3 | 5 |
| Debt / EquityFinancial leverage | 1.86x | 2.18x |
| Net DebtTotal debt minus cash | $2.0B | $281.8B |
| Cash & Equiv.Liquid assets | $3.7B | $469.3B |
| Total DebtShort + long-term debt | $5.7B | $751.1B |
| Interest CoverageEBIT ÷ Interest expense | 0.61x | 0.74x |
Total Returns (with DRIP)
A $10,000 investment in JPM five years ago would be worth $21,449 today (with dividends reinvested), compared to $9,442 for BFH. Over the past 12 months, BFH leads with a +32.9% total return vs JPM's +15.7%. The 3-year compound annual growth rate (CAGR) favors JPM at 30.0% vs BFH's 21.4% — a key indicator of consistent wealth creation.
| Metric | BFHBread Financial H… | JPMJPMorgan Chase & … |
|---|---|---|
| YTD ReturnYear-to-date | -5.6% | -7.3% |
| 1-Year ReturnPast 12 months | +32.9% | +15.7% |
| 3-Year ReturnCumulative with dividends | +78.8% | +119.7% |
| 5-Year ReturnCumulative with dividends | -5.6% | +114.5% |
| 10-Year ReturnCumulative with dividends | -51.0% | +497.7% |
| CAGR (3Y)Annualised 3-year return | +21.4% | +30.0% |
Risk & Volatility
JPM is the less volatile stock with a 1.00 beta — it tends to amplify market swings less than BFH's 1.47 beta. A beta below 1.0 means the stock typically moves less than the S&P 500.
| Metric | BFHBread Financial H… | JPMJPMorgan Chase & … |
|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 1.47x | 1.00x |
| 52-Week HighHighest price in past year | $82.03 | $337.25 |
| 52-Week LowLowest price in past year | $38.21 | $202.16 |
| % of 52W HighCurrent price vs 52-week peak | +86.4% | +89.0% |
| RSI (14)Momentum oscillator 0–100 | 60.7 | 48.1 |
| Avg Volume (50D)Average daily shares traded | 749K | 9.0M |
Analyst Outlook
Wall Street rates BFH as "Hold" and JPM as "Buy". Consensus price targets imply 11.9% upside for JPM (target: $336) vs 11.7% for BFH (target: $79). For income investors, JPM offers the higher dividend yield at 1.71% vs BFH's 1.20%.
| Metric | BFHBread Financial H… | JPMJPMorgan Chase & … |
|---|---|---|
| Analyst RatingConsensus buy/hold/sell | Hold | Buy |
| Price TargetConsensus 12-month target | $79.17 | $336.10 |
| # AnalystsCovering analysts | 37 | 60 |
| Dividend YieldAnnual dividend ÷ price | +1.2% | +1.7% |
| Dividend StreakConsecutive years of raises | 1 | 14 |
| Dividend / ShareAnnual DPS | $0.85 | $5.13 |
| Buyback YieldShare repurchases ÷ mkt cap | +1.8% | +3.5% |
Historical Charts
Charts are rendered on first load. Hover for details.
Chart 1Total Return — 5 Years (Rebased to 100)
| Stock | Mar 20 | Feb 26 | Change |
|---|---|---|---|
| Bread Financial Hol… (BFH) | 100 | 106.41 | +6.4% |
| JPMorgan Chase & Co. (JPM) | 100 | 253.57 | +153.6% |
JPMorgan Chase & Co. (JPM) returned +114% over 5 years vs Bread Financial Hol… (BFH)'s -6%. A $10,000 investment in JPM 5 years ago would be worth $21,449 today (including dividends reinvested).
Chart 2Revenue Growth — 10 Years
| Stock | 2015 | 2024 | Change |
|---|---|---|---|
| Bread Financial Hol… (BFH) | $6.4B | $4.8B | -25.5% |
| JPMorgan Chase & Co. (JPM) | $101.0B | $270.8B | +168.1% |
Bread Financial Holdings, Inc.'s revenue grew from $6.4B (2015) to $4.8B (2024) — a -3.2% CAGR. JPMorgan Chase & Co.'s revenue grew from $101.0B (2015) to $270.8B (2024) — a 11.6% CAGR.
Chart 3Net Margin Trend — 10 Years
| Stock | 2015 | 2024 | Change |
|---|---|---|---|
| Bread Financial Hol… (BFH) | 9.3% | 5.8% | -37.7% |
| JPMorgan Chase & Co. (JPM) | 24.2% | 21.6% | -10.8% |
Bread Financial Holdings, Inc.'s net margin went from 9% (2015) to 6% (2024). JPMorgan Chase & Co.'s net margin went from 24% (2015) to 22% (2024).
Chart 4P/E Ratio History — 8 Years
| Stock | 2017 | 2024 | Change |
|---|---|---|---|
| Bread Financial Hol… (BFH) | 14.3 | 11.1 | -22.4% |
| JPMorgan Chase & Co. (JPM) | 16.9 | 12.1 | -28.4% |
Bread Financial Holdings, Inc. has traded in a 2x–14x P/E range over 8 years; current trailing P/E is ~13x. JPMorgan Chase & Co. has traded in a 10x–17x P/E range over 8 years; current trailing P/E is ~15x.
Chart 5EPS Growth — 10 Years
| Stock | 2015 | 2024 | Change |
|---|---|---|---|
| Bread Financial Hol… (BFH) | 8.85 | 5.5 | -37.9% |
| JPMorgan Chase & Co. (JPM) | 6 | 19.75 | +229.2% |
Bread Financial Holdings, Inc.'s EPS grew from $8.85 (2015) to $5.50 (2024) — a -5% CAGR. JPMorgan Chase & Co.'s EPS grew from $6.00 (2015) to $19.75 (2024) — a 14% CAGR.
Chart 6Free Cash Flow — 5 Years
Bread Financial Holdings, Inc. generated $2B FCF in 2024 (+27% vs 2021). JPMorgan Chase & Co. generated $-42B FCF in 2024 (-154% vs 2021).
BFH vs JPM: Frequently Asked Questions
9 questions · data-driven answers · updated daily
01Is BFH or JPM a better buy right now?
Bread Financial Holdings, Inc. (BFH) offers the better valuation at 12.9x trailing P/E (7.0x forward), making it the more compelling value choice. Analysts rate JPMorgan Chase & Co. (JPM) a "Buy" — based on 60 analyst ratings — the highest consensus in this comparison. The "better buy" depends entirely on your goals: growth investors should weight revenue trajectory, value investors should weight P/E and PEG, and income investors should weight dividend yield and streak.
02Which has the better valuation — BFH or JPM?
On trailing P/E, Bread Financial Holdings, Inc. (BFH) is the cheapest at 12.9x versus JPMorgan Chase & Co. at 15.2x. On forward P/E, Bread Financial Holdings, Inc. is actually cheaper at 7.0x.
03Which is the better long-term investment — BFH or JPM?
Over the past 5 years, JPMorgan Chase & Co. (JPM) delivered a total return of +114.5%, compared to -5.6% for Bread Financial Holdings, Inc. (BFH). A $10,000 investment in JPM five years ago would be worth approximately $21K today (assuming dividends reinvested). Over 10 years, the gap is even starker: JPM returned +497.7% versus BFH's -51.0%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.
04Which is safer — BFH or JPM?
By beta (market sensitivity over 5 years), JPMorgan Chase & Co. (JPM) is the lower-risk stock at 1.00β versus Bread Financial Holdings, Inc.'s 1.47β — meaning BFH is approximately 46% more volatile than JPM relative to the S&P 500. On balance sheet safety, Bread Financial Holdings, Inc. (BFH) carries a lower debt/equity ratio of 186% versus 2% for JPMorgan Chase & Co. — giving it more financial flexibility in a downturn.
05Which has better profit margins — BFH or JPM?
JPMorgan Chase & Co. (JPM) is the more profitable company, earning 21.6% net margin versus 5.8% for Bread Financial Holdings, Inc. — meaning it keeps 21.6% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: JPM leads at 27.7% versus 7.9% for BFH. At the gross margin level — before operating expenses — JPM leads at 58.6%, reflecting greater pricing power or product mix advantage. Stronger margins indicate durable pricing power, lower cost of revenue, or higher mix of software/services. They are one of the clearest signs of business quality.
06Is BFH or JPM more undervalued right now?
On forward earnings alone, Bread Financial Holdings, Inc. (BFH) trades at 7.0x forward P/E versus 13.9x for JPMorgan Chase & Co. — 6.9x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for JPM: 11.9% to $336.10.
07Which pays a better dividend — BFH or JPM?
All stocks in this comparison pay dividends. JPMorgan Chase & Co. (JPM) offers the highest yield at 1.7%, versus 1.2% for Bread Financial Holdings, Inc. (BFH).
08Is BFH or JPM better for a retirement portfolio?
For long-horizon retirement investors, JPMorgan Chase & Co. (JPM) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding (low volatility (β 1.00), 1.7% yield, +497.7% 10Y return). Both have compounded well over 10 years (JPM: +497.7%, BFH: -51.0%), confirming both are viable long-term holds — but the lower-volatility option typically results in less emotional selling during corrections. Retirement portfolios generally favour predictability over maximum returns. Consult a financial advisor before making allocation decisions.
09What are the main differences between BFH and JPM?
Both stocks operate in the Financial Services sector, making this a peer-level intra-sector comparison — the same macro tailwinds and headwinds will affect both. These fundamental differences mean investors should not choose between them on a single metric — the "better stock" depends entirely on which of these characteristics aligns with your investment strategy.
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