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.
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