Alliance Data Systems in Columbus, Ohio, has rebranded as Bread Financial Holdings, taking on the name of the Buy Now Pay Later (BNPL) business it bought in late 2020.
The company, a private-label credit card lender, will also change its stock symbol from “ADS” to “BFH” on April 4.
Comenity Bank and Comenity Capital Bank will keep their names.
“This is a turning point for the company, as our new brand represents the strategic direction of our business transformation to a modern, tech-forward financial services company,” Ralph Andretta, Bread’s president and CEO, said in a Wednesday press release.
“Combining the heart and hustle of a fintech with the discipline and stability of a well-established bank, Bread Financial will remain laser focused on delivering the innovative, omnichannel payment, lending and saving solutions that consumers now demand at every stage along their financial journeys,” Andretta added.