BHF
Brighthouse Financial, Inc.
Insurance - Life
Market Cap$3.53B
5Y Perf.+106.6%
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Stock Comparison
BHF vs PRU
Revenue, margins, valuation, and 5-year total return — side by side.
PRU
Prudential Financial, Inc.
Insurance - Life
Market Cap$34.58B
5Y Perf.+65.4%
BHF vs PRU — Key Financials
Market cap, revenue, margins, and valuation side-by-side.
| Company Snapshot | BHF | PRU |
|---|---|---|
| Industry | Insurance - Life | Insurance - Life |
| Market Cap | $3.53B | $34.58B |
| Revenue (TTM) | $5.45B | $61.82B |
| Net Income (TTM) | $-65M | $3.48B |
| Gross Margin | 54.8% | 30.8% |
| Operating Margin | -2.9% | 8.2% |
| Forward P/E | 3.2x | 7.5x |
| Total Debt | $3.15B | $22.96B |
| Cash & Equiv. | $5.39B | $19.71B |
BHF vs PRU — Long-Term Stock Performance
Price return indexed to 100 at period start. Dividends excluded.
BHF
PRU
| Stock | May 20 | May 26 | Return |
|---|---|---|---|
| Brighthouse Financi… (BHF) | 100 | 206.6 | +106.6% |
| Prudential Financia… (PRU) | 100 | 165.4 | +65.4% |
Price return only. Dividends and distributions are not included.
Quick Verdict: BHF vs PRU
Each card shows where this stock fits in a portfolio — not just who wins on paper.
Bottom line: BHF leads in 4 of 7 categories, making it the strongest pick for growth and revenue expansion and valuation and capital efficiency. Prudential Financial, Inc. is the stronger pick specifically for profitability and margin quality and dividend income and shareholder returns. As sector peers, any of these can serve as alternatives in the same allocation.
BHF
Brighthouse Financial, Inc.
The Insurance Pick
BHF carries the broadest edge in this set and is the clearest fit for growth exposure and sleep-well-at-night.
- Rev growth 42.2%, EPS growth 24.8%, 3Y rev CAGR -2.2%
- Lower volatility, beta 0.37, Low D/E 46.2%
- Beta 0.37, yield 2.9%
Best for: growth exposure and sleep-well-at-night
PRU
Prudential Financial, Inc.
The Insurance Pick
PRU is the clearest fit if your priority is income & stability and long-term compounding.
- Dividend streak 8 yrs, beta 0.97, yield 5.5%
- 89.0% 10Y total return vs BHF's -11.9%
- Combined ratio 0.9 vs BHF's 0.9 (lower = better underwriting)
Best for: income & stability and long-term compounding
See the full category breakdown
| Category | Winner | Why |
|---|---|---|
| Growth | BHF | 42.2% revenue growth vs PRU's -14.0% |
| Value | BHF | Lower P/E (3.2x vs 7.5x) |
| Quality / Margins | PRU | Combined ratio 0.9 vs BHF's 0.9 (lower = better underwriting) |
| Stability / Safety | BHF | Beta 0.37 vs PRU's 0.97, lower leverage |
| Dividends | PRU | 5.5% yield, 8-year raise streak, vs BHF's 2.9% |
| Momentum (1Y) | BHF | +5.6% vs PRU's +3.6% |
| Efficiency (ROA) | PRU | 0.6% ROA vs BHF's -0.0%, ROIC 10.0% vs 9.2% |
BHF vs PRU — Revenue Breakdown by Segment
How each company's revenue is distributed across its business units
FY 2024
FY 2025
BHF vs PRU — Financial Metrics
Side-by-side numbers across 2 stocks — who leads on profitability, valuation, growth, and risk.
BEST OVERALLBHFLAGGINGPRU
PRUPrudential Financial,…
3leads
BHFBrighthouse Financial…
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6 Total Categories
CATEGORYLEADERvs PRUMETRICS WON
Income & Cash FlowRevenue, margins, and cash flow strength
PRU5/6
Valuation MetricsMultiples, price ratios, and targets
BHF4/5
Profitability & EfficiencyROE, ROIC, leverage, and quality scores
PRU6/9
Total Returns1Y, 3Y, 5Y total returns with dividends
BHF5/6
Risk & VolatilityBeta, volatility, and downside exposure
BHF2/2
Analyst OutlookRatings, price targets, and dividends
PRU2/2
Income & Cash Flow (Last 12 Months)
PRU leads this category, winning 5 of 6 comparable metrics.
Income & Cash Flow (Last 12 Months)
PRU is the larger business by revenue, generating $61.8B annually — 11.3x BHF's $5.5B. PRU is the more profitable business, keeping 5.6% of every revenue dollar as net income compared to BHF's -1.2%. On growth, PRU holds the edge at +6.3% YoY revenue growth, suggesting stronger near-term business momentum.
| Metric | BHFBrighthouse Finan… | PRUPrudential Financ… |
|---|---|---|
| RevenueTrailing 12 months | $5.5B | $61.8B |
| EBITDAEarnings before interest/tax | -$6M | $5.4B |
| Net IncomeAfter-tax profit | -$65M | $3.5B |
| Free Cash FlowCash after capex | -$469M | $9.8B |
| Gross MarginGross profit ÷ Revenue | +54.8% | +30.8% |
| Operating MarginEBIT ÷ Revenue | -2.9% | +8.2% |
| Net MarginNet income ÷ Revenue | -1.2% | +5.6% |
| FCF MarginFCF ÷ Revenue | -8.6% | +15.8% |
| Rev. Growth (YoY)Latest quarter vs prior year | -39.7% | +6.3% |
| EPS Growth (YoY)Latest quarter vs prior year | -172.2% | -12.8% |
PRU leads this category, winning 5 of 6 comparable metrics.
Valuation Metrics
BHF leads this category, winning 4 of 5 comparable metrics.
Valuation Metrics
At 9.7x trailing earnings, PRU trades at a 9% valuation discount to BHF's 10.7x P/E. On an enterprise value basis, BHF's 2.1x EV/EBITDA is more attractive than PRU's 7.7x.
| Metric | BHFBrighthouse Finan… | PRUPrudential Financ… |
|---|---|---|
| Market CapShares × price | $3.5B | $34.6B |
| Enterprise ValueMkt cap + debt − cash | $1.3B | $37.8B |
| Trailing P/EPrice ÷ TTM EPS | 10.65x | 9.73x |
| Forward P/EPrice ÷ next-FY EPS est. | 3.18x | 7.50x |
| PEG RatioP/E ÷ EPS growth rate | — | — |
| EV / EBITDAEnterprise value multiple | 2.07x | 7.70x |
| Price / SalesMarket cap ÷ Revenue | 0.57x | 0.57x |
| Price / BookPrice ÷ Book value/share | 0.52x | 0.98x |
| Price / FCFMarket cap ÷ FCF | — | 5.51x |
BHF leads this category, winning 4 of 5 comparable metrics.
Profitability & Efficiency
PRU leads this category, winning 6 of 9 comparable metrics.
Profitability & Efficiency
PRU delivers a 10.3% return on equity — every $100 of shareholder capital generates $10 in annual profit, vs $-1 for BHF. BHF carries lower financial leverage with a 0.46x debt-to-equity ratio, signaling a more conservative balance sheet compared to PRU's 0.65x. On the Piotroski fundamental quality scale (0–9), PRU scores 7/9 vs BHF's 6/9, reflecting strong financial health.
| Metric | BHFBrighthouse Finan… | PRUPrudential Financ… |
|---|---|---|
| ROE (TTM)Return on equity | -1.1% | +10.3% |
| ROA (TTM)Return on assets | -0.0% | +0.6% |
| ROICReturn on invested capital | +9.2% | +10.0% |
| ROCEReturn on capital employed | +0.2% | +0.9% |
| Piotroski ScoreFundamental quality 0–9 | 6 | 7 |
| Debt / EquityFinancial leverage | 0.46x | 0.65x |
| Net DebtTotal debt minus cash | -$2.2B | $3.2B |
| Cash & Equiv.Liquid assets | $5.4B | $19.7B |
| Total DebtShort + long-term debt | $3.2B | $23.0B |
| Interest CoverageEBIT ÷ Interest expense | -0.04x | 4.76x |
PRU leads this category, winning 6 of 9 comparable metrics.
Total Returns (Dividends Reinvested)
BHF leads this category, winning 5 of 6 comparable metrics.
Total Returns (Dividends Reinvested)
A $10,000 investment in BHF five years ago would be worth $12,606 today (with dividends reinvested), compared to $11,768 for PRU. Over the past 12 months, BHF leads with a +5.6% total return vs PRU's +3.6%. The 3-year compound annual growth rate (CAGR) favors BHF at 12.4% vs PRU's 11.7% — a key indicator of consistent wealth creation.
| Metric | BHFBrighthouse Finan… | PRUPrudential Financ… |
|---|---|---|
| YTD ReturnYear-to-date | -4.5% | -11.5% |
| 1-Year ReturnPast 12 months | +5.6% | +3.6% |
| 3-Year ReturnCumulative with dividends | +42.1% | +39.5% |
| 5-Year ReturnCumulative with dividends | +26.1% | +17.7% |
| 10-Year ReturnCumulative with dividends | -11.9% | +89.0% |
| CAGR (3Y)Annualised 3-year return | +12.4% | +11.7% |
BHF leads this category, winning 5 of 6 comparable metrics.
Risk & Volatility
BHF leads this category, winning 2 of 2 comparable metrics.
Risk & Volatility
BHF is the less volatile stock with a 0.37 beta — it tends to amplify market swings less than PRU's 0.97 beta. A beta below 1.0 means the stock typically moves less than the S&P 500. BHF currently trades 93.0% from its 52-week high vs PRU's 83.0% drawdown — a narrower gap to the peak suggests stronger recent price momentum.
| Metric | BHFBrighthouse Finan… | PRUPrudential Financ… |
|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 0.35x | 0.97x |
| 52-Week HighHighest price in past year | $66.33 | $119.76 |
| 52-Week LowLowest price in past year | $42.07 | $91.89 |
| % of 52W HighCurrent price vs 52-week peak | +93.0% | +83.0% |
| RSI (14)Momentum oscillator 0–100 | 63.7 | 58.1 |
| Avg Volume (50D)Average daily shares traded | 590K | 2.3M |
BHF leads this category, winning 2 of 2 comparable metrics.
Analyst Outlook
PRU leads this category, winning 2 of 2 comparable metrics.
Analyst Outlook
Wall Street rates BHF as "Hold" and PRU as "Hold". Consensus price targets imply 5.4% upside for BHF (target: $65) vs 3.8% for PRU (target: $103). For income investors, PRU offers the higher dividend yield at 5.54% vs BHF's 2.89%.
| Metric | BHFBrighthouse Finan… | PRUPrudential Financ… |
|---|---|---|
| Analyst RatingConsensus buy/hold/sell | Hold | Hold |
| Price TargetConsensus 12-month target | $65.00 | $103.25 |
| # AnalystsCovering analysts | 20 | 37 |
| Dividend YieldAnnual dividend ÷ price | +2.9% | +5.5% |
| Dividend StreakConsecutive years of raises | 6 | 8 |
| Dividend / ShareAnnual DPS | $1.78 | $5.50 |
| Buyback YieldShare repurchases ÷ mkt cap | +2.9% | +2.9% |
PRU leads this category, winning 2 of 2 comparable metrics.
Key Takeaway
PRU leads in 3 of 6 categories (Income & Cash Flow, Profitability & Efficiency). BHF leads in 3 (Valuation Metrics, Total Returns).
Best OverallBrighthouse Financial, Inc. (BHF)Leads 3 of 6 categories
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BHF vs PRU: Frequently Asked Questions
10 questions · data-driven answers · updated daily
01Is BHF or PRU a better buy right now?
For growth investors, Brighthouse Financial, Inc.
(BHF) is the stronger pick with 42. 2% revenue growth year-over-year, versus -14. 0% for Prudential Financial, Inc. (PRU). Prudential Financial, Inc. (PRU) offers the better valuation at 9. 7x trailing P/E (7. 5x forward), making it the more compelling value choice. Analysts rate Brighthouse Financial, Inc. (BHF) a "Hold" — based on 20 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 — BHF or PRU?
On trailing P/E, Prudential Financial, Inc.
(PRU) is the cheapest at 9. 7x versus Brighthouse Financial, Inc. at 10. 7x. On forward P/E, Brighthouse Financial, Inc. is actually cheaper at 3. 2x — notably different from the trailing picture, reflecting expected earnings growth.
03Which is the better long-term investment — BHF or PRU?
Over the past 5 years, Brighthouse Financial, Inc.
(BHF) delivered a total return of +26. 1%, compared to +17. 7% for Prudential Financial, Inc. (PRU). Over 10 years, the gap is even starker: PRU returned +90. 8% versus BHF's -12. 3%. 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 — BHF or PRU?
By beta (market sensitivity over 5 years), Brighthouse Financial, Inc.
(BHF) is the lower-risk stock at 0. 35β versus Prudential Financial, Inc. 's 0. 97β — meaning PRU is approximately 180% more volatile than BHF relative to the S&P 500. On balance sheet safety, Brighthouse Financial, Inc. (BHF) carries a lower debt/equity ratio of 46% versus 65% for Prudential Financial, Inc. — giving it more financial flexibility in a downturn.
05Which is growing faster — BHF or PRU?
By revenue growth (latest reported year), Brighthouse Financial, Inc.
(BHF) is pulling ahead at 42. 2% versus -14. 0% for Prudential Financial, Inc. (PRU). On earnings-per-share growth, the picture is similar: Prudential Financial, Inc. grew EPS 36. 3% year-over-year, compared to 24. 8% for Brighthouse Financial, Inc.. Over a 3-year CAGR, PRU leads at 2. 2% annualised revenue growth. Higher growth typically commands a higher valuation multiple — check whether the premium P/E or P/S is justified by the growth rate using the PEG ratio.
06Which has better profit margins — BHF or PRU?
Brighthouse Financial, Inc.
(BHF) is the more profitable company, earning 7. 0% net margin versus 5. 9% for Prudential Financial, Inc. — meaning it keeps 7. 0% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: PRU leads at 7. 9% versus 7. 6% for BHF. At the gross margin level — before operating expenses — BHF leads at 70. 9%, 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.
07Is BHF or PRU more undervalued right now?
On forward earnings alone, Brighthouse Financial, Inc.
(BHF) trades at 3. 2x forward P/E versus 7. 5x for Prudential Financial, Inc. — 4. 3x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for BHF: 5. 4% to $65. 00.
08Which pays a better dividend — BHF or PRU?
All stocks in this comparison pay dividends.
Prudential Financial, Inc. (PRU) offers the highest yield at 5. 5%, versus 2. 9% for Brighthouse Financial, Inc. (BHF).
09Is BHF or PRU better for a retirement portfolio?
For long-horizon retirement investors, Brighthouse Financial, Inc.
(BHF) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding (low volatility (β 0. 35), 2. 9% yield). Both have compounded well over 10 years (BHF: -12. 3%, PRU: +90. 8%), 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.
10What are the main differences between BHF and PRU?
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.
In terms of investment character: BHF is a small-cap high-growth stock; PRU is a mid-cap deep-value stock. 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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