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Alliance Data Systems Corporation Login A publicly traded company called Bread Financial Holdings, Inc. (previously known as Alliance Data Systems Corporation) offers loyalty and marketing services derived from the collection and analysis of transaction-rich data, including coalition loyalty programs, private label credit cards, and direct marketing.The credit card processing division of J.C. Penney and the credit card banking division of The Limited, known as World Financial Network National Bank, were combined in December 1996 to become Alliance Data.