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Alliance Data was formed from the December 1996 merger of two entities: J.C. Penney 's credit card processing unit and The Limited 's credit card bank operation, named World Financial Network National Bank.
In August 1998, Alliance Data acquired LoyaltyOne, then-branded The Loyalty Group Canada, for $250 million. The deal gave Alliance Data two business enhancements, Canada's Air Miles Rewards Program and the company behind the Air Miles program, LoyaltyOne.
In 2001, Alliance Data went public.
In May 2007, The Blackstone Group, a private equity firm, announced plans to acquire Alliance Data. In April 2008, Alliance Data terminated the merger agreement with Blackstone Affiliates.
Ed Heffernan was promoted to president and CEO of Alliance Data in February 2009, after being with the company since 1998. In 2019 he resigned as CEO of Alliance Data and was replaced by Melisa Miller, who previously ran Alliance Data's Card Services division. This change in leadership effectively moved Alliance Data's Headquarters from Plano, Texas, to Columbus, Ohio. Melisa Miller held the role for about 6 months before being replaced by former CITI executive Ralph Andretta.
In 2019, Alliance Data opened its first international office in Bangalore, India.
In November 2021, Alliance Data completed the separation of its LoyaltyOne segment, consisting of the Canadian AIR MILES Reward Program and Netherlands-based BrandLoyalty businesses, into an independent, publicly traded company, Loyalty Ventures Inc. In March 2022, Alliance Data rebranded as Bread Financial.