Bread Financial Holdings, Inc. is an American publicly-traded provider of private label credit cards, coalition loyalty programs, and direct marketing, derived from the capture and analysis of transaction-rich data. A significant portion of Bread Financial's revenue is generated through late fees charged to the subprime consumers it primarily serves. In October 2024 the Wall Street Journal reported that Bread Financial would raise its soft interest rate of 29.99% and add additional fees to customer accounts in anticipation of a Consumer Financial Protection Bureau ruling that would reduce its $41.00 late payment fee to $8.00. Wikipedia