• Morgan Stanley sets a price target of $57 for BFH, suggesting a potential decrease of approximately -24.04% from its current trading price.
• Zacks Investment Research highlights BFH as a top pick for momentum investors, with a Momentum Style Score of A.
• BFH's current price is $75, with a year's trading range between $38.21 and $75.83, indicating significant volatility and momentum trading potential.

Bread Financial Holdings (NYSE:BFH) is a company that has recently caught the attention of investors and analysts alike. On December 16, 2025, Morgan Stanley set a price target of $57 for BFH, while the stock was trading at $75.04. This target suggests a potential decrease of approximately -24.04% from its current trading price.

Despite this, BFH is being highlighted as a potential top pick for momentum investors, as noted by Zacks Investment Research. The company has a Momentum Style Score of A, indicating strong recent price trends. Momentum investing involves capitalizing on a stock's recent trajectory, with the expectation that it will continue in the same direction.

Currently, BFH is priced at $75, reflecting a change of $0.65, or an increase of approximately 0.87%. The stock has fluctuated between a low of $73.82 and a high of $75.34 today. Over the past year, BFH has reached a high of $75.83 and a low of $38.21, showcasing its volatility and potential for momentum trading.

BFH has a market capitalization of approximately $3.42 billion, indicating its size and presence in the market. Today's trading volume for BFH is 32,721 shares, which provides insight into the stock's liquidity and investor interest. Despite the price target set by Morgan Stanley, BFH's momentum characteristics make it an intriguing option for investors.