Alliance Data Systems (Bread Financial Holdings)
Alliance Data Systems Corporation (ADS) was a Plano/Columbus-based financial and marketing services holding company built in 1996 from the merger of J.C. Penney's credit card processing unit and The Limited's World Financial Network National Bank, taken public on the NYSE in 2001. The company historically operated three segments — Card Services (private label and co-brand retail credit cards), Epsilon (data-driven marketing and CRM), and LoyaltyOne (the AIR MILES Reward Program in Canada and BrandLoyalty in the Netherlands). In July 2019 ADS sold Epsilon to Publicis Groupe for $4.4 billion. In December 2020 ADS acquired Bread, a New York-based BNPL platform, for $450 million. In November 2021 ADS spun off LoyaltyOne as Loyalty Ventures Inc. (LTRN). On March 23, 2022 the remaining card-and-payments business rebranded as Bread Financial Holdings, Inc., with the common stock starting to trade on NYSE under the new ticker BFH on April 4, 2022. Today Bread Financial is a tech-forward financial services company headquartered in Columbus, Ohio (Wikipedia 2024 figures: $3.84B revenue, ~6,000 employees, $22.9B total assets, 135+ managed card programs across partners including Victoria's Secret, Wayfair, Williams-Sonoma, Academy Sports, HP, PlayStation, and the Crypto.com Visa Card). The developer surface lives under the Bread Pay BNPL brand at developer-facing properties docs.breadpayments.com (legacy "bread-classic" Merchant API) and platform-docs.breadpayments.com (next-generation "BreadPay Platform" APIs, OAuth 2.0 Client Credentials, hosted on https://api.platform.breadpayments.com/api), plus a JavaScript Bread SDK (preview + production CDN), iOS/Android mobile SDKs published as the Bread Financial Brand Partners SDKs on github.com/bppub, and platform integrations for Shopify, Magento 2, WooCommerce, BigCommerce, Salesforce Commerce Cloud, Miva, Volusion, and Turbify. The corporate/holding side (private-label and co-brand cards issued through Comenity Bank and Comenity Capital Bank, plus high-yield savings, CDs, IRAs, and personal loans) is delivered through B2B partner integrations rather than a public developer portal.
APIs
Bread Pay Platform API
Next-generation BreadPay Platform REST API for managing buyers, merchant accounts, payment options, transaction lifecycle (authorize, cancel, capture, refund), and payment-produ...
Bread Classic Merchant API
Legacy "bread-classic" REST API for managing Bread checkout transactions, carts, shipping (carrier + tracking) and capture/refund/cancel actions from the original Bread BNPL pro...
Bread JavaScript SDK
Browser-side JavaScript SDK that exposes the BreadPayments object for rendering the Bread modal, embedded placements, prequalification, and cart/checkout flows on merchant sites...
Bread Financial Brand Partners iOS SDK
Official Bread Financial mobile SDK for iOS published as breadfinancial-brand-partners-ios on the bppub GitHub organization. Provides batch prescreen, unified prequalification, ...
Bread Financial Brand Partners Android SDK
Official Bread Financial mobile SDK for Android (Kotlin) published as breadfinancial-brand-partners-android on the bppub GitHub organization. Provides batch prescreen, unified p...
Bread Webhooks
Outbound webhook system for the BreadPay Platform that notifies merchant systems of transaction lifecycle events. Documented under the BreadPay developer site with setup, concep...
Collections
Pricing Plans
Rate Limits
FinOps
Alliance Data Systems Finops
FINOPSSemantic Vocabularies
API Governance Rules
JSON Structure
Example Payloads
Press
Bread to be Acquired by Alliance Data Systems for $450 ...
2026-05-25
Alliance Data Inks $450M Deal For FinTech Bread
2026-05-25
Alliance Data Completes Acquisition of Bread®
2026-05-25
Alliance Data becomes Bread, taking buy now/pay later ...
2026-05-25
Q2: Alliance Data Systems Bets On Conversant's Pipeline
2026-05-25