Frontline Team Resources


The below guidance is for merchants on Bread's Classic platform.
For merchants on Bread's 2.0. platform, please refer to our 2.0. documentation HERE.


Mandatory: Frontline Team Review

All merchant frontline team members who might speak to financing must review Bread's Operating Procedure and the Guidelines for Offering Bread which can be found in your merchant portal under "Account Settings".

These documents offer a consolidated view of the requirements and expectations of the merchant for offering financing.


This section is for customer service and sales teams. Learn how to speak to financing in a compelling and compliant way to drive incremental conversions.

Feel free to direct the customer to contact Bread's Member Support team with questions that your team is unable to speak to. You can also always refer the customer to Bread’s Consumer Help Center for additional information and FAQs related to Bread.


Bread Member Support (End Customer Only)

(844) 992-7323 or [email protected]

Monday - Friday: 8:00 AM – 8:00 PM ET
Weekends: 10:00 AM – 6:00 PM ET

For merchant team questions, please reach out to your Success point of contact.

Introducing Financing to Your Customers

Bread’s two-piece formula for frontline success is simple:

  1. Educate your customers about their financing options and benefits.
  2. Direct customers to action by pre-qualifying on your site.

100% Mention Rate Of Financing
Early awareness of financing drives sales lift. We encourage our merchant partners to have as many customers apply as possible to boost sales.

Even if a customer has not decided on an item, the customer can still see if they pre-qualify with Bread and view their terms. Bread serves the customer an example of a payment plan based on a hypothetical purchase price of $1,000. The customer will subsequently see all product prices in monthly installments wherever Bread is integrated on your site (“As low as $X/month”).

What to say: “We partner with Bread to allow you to enjoy your product now and pay for it over time.” OR “You can see if you pre-qualify for our 'pay over time' option, which allows you to get your product now and pay for it over time.”

Listen For Price Sensitivity
If a customer asks about discounts, sales or seems concerned about price, suggest that the customer pre-qualify for financing on your site.

What to say: Ask the customer: “Did you know we offer easy online financing?”

Drive Cross-Sells and Upsells

Advise the customer to pre-qualify early in the shopping journey. The customer might be more receptive to upgrading items or adding accessories to their cart when their purchase power is greater with financing.

What to say: “Just enter a few pieces of information about yourself (e.g., name, email, and cell) to see if you pre-qualify.”


Compliance Consideration: Make No Assumptions

Do not determine whether a customer will be approved for financing. Bread and our merchant partners cannot discourage applicants from applying or exhibit any prohibited class preference. Prohibited factors include, but are not limited to: race, religion, nationality, origin, and age.

Speaking to the Benefits of Financing

Buy Now, Pay Later

Customers can expand their budgets and gain access to the products they really want through financing.

Quick and Easy Application

There are only upsides to customers pre-qualifying. Applying for financing will not affect a customer’s credit score (soft check).

Clear, Transparent Terms

Purchases with Bread are straightforward. Customers know each month’s payment and the total cost before they buy.

Competitive Interest Rates

Bread offers installment loans with APRs up to 29.99%. Rates and terms are subject to approval and depend on individual customer credit profiles. Bread’s SplitPay product is always 0% APR for the end customer.

Payments Made Simple

Customers can visit to enroll in autopay or to make payments. There are no prepayment penalties.

Phone Sales Order Management

Phone Sales by Platform

For certain platforms, Bread is natively integrated into that platforms phone sales / carts solution when integrated into the website. If your website is on any of the following platforms, please refer to that platforms documentation for information on how to leverage Bread within its carts solution:

Shopify Draft Orders
Woocommerce Carts
Magento 1 Carts
Magento 2 Carts
BigCommerce Draft Orders

Bread Carts

If your website is not on any of the above platforms, we recommend using the Bread Carts feature within the merchant portal to facilitate phone sales and send custom carts to customers.

You can find more information on creating and sending Bread Carts in the Create Custom Carts section.

Phone Scripts with Compliance Guidance

The below scripts are geared towards frontline teams walking customers through the Bread application process to support upsells and ensure compliance.


Compliance First

Consumer finance is heavily regulated. While we have highlighted a few considerations below, this table is not exhaustive. Please review our mandatory policies and guidelines in your merchant portal under “Account Settings."

General Phone Scripts

This tele-script matrix can be used by frontline teams when speaking about any Bread product.

— SCENARIO: A customer asks about Bread, the product, or financing —

Bread is not a bank. Avoid statements that imply Bread is a bank or is a revolving, open-end credit product.

What to sayWhat NOT to say
“We partner with Bread to allow you to enjoy your product now, and pay for it over time.”“Bread will issue you a loan.”

“Bread will provide
financing for you.”

“Bread is a financing company.”

— SCENARIO: A customer does not have a mobile phone and would like to apply for financing —

Customers need a mobile phone to receive and input an authentication token when checking out and to log in to their Member Portal to manage payments.

What to sayWhat NOT to say
“Unfortunately, you would not
be eligible for financing with Bread. Identity verification is essential: We need to be able to send a token via SMS when you check out and when you log in to your Bread Member Portal.”
“Borrow someone’s phone and complete the application!”

— SCENARIO: A customer would like to use a family member’s or relative’s or other person’s information in their application for financing —

Customers cannot use their family member’s, spouse’s, or other person’s info on the application - only their own.

What to sayWhat NOT to say
“Unfortunately, no. Applying for financing involves providing your e-signature in the application; substituting someone else’s information can have legal consequences.”“Absolutely, just let that person know.”

— SCENARIO: A customer asks you to fill in the application on their behalf —

You must never complete an application on behalf of a customer.

What to sayWhat NOT to say
“Unfortunately, we cannot complete the application for you, as there are disclosures and terms that only you can legally agree to.”“Yes, we can do that for you.”

— SCENARIO: A customer asks about Bread disclosures —

Empower customers to learn about what pursuing a financial product with Bread means for them.

What to sayWhat NOT to say
“These are required disclosures provided by Bread that allow them to pre-qualify you for an APR. Bread encourages you to read them. Also, one of
the benefits of using Bread is that the entire application is done online. You will not need to fill out any paperwork, physically sign documents, and Bread
will send you all notifications to via email. To do this, they need to get your consent.”
“No need to read those. They don’t matter.”

— SCENARIO: A customer asks why Bread is asking for additional identity verification information. —

The identity verification process is a critical component of Bread’s fraud prevention efforts and cannot be waived or expedited by merchants.

What to sayWhat NOT to say
“Bread goes through a rigorous identity verification process for your protection to prevent cases of identity theft. It is possible you triggered additional verification requirements, which is very normal. Please contact them directly at (844) 992-7323”“Let me call them on your behalf asking them to waive this requirement.”

— SCENARIO: A customer asks to change the shipping address on their Bread order post-checkout —

Bread will not assume liability for any order for which the shipping address was changed post-checkout.

What to sayWhat NOT to say
“To change your shipping address post-checkout, Bread requires that we first cancel your order. You can then go through the Bread workflow again, inputting your updated address.”“Sure, we will update your order with your new shipping address right now.”

— SCENARIO: A customer has a billing address in either a US territory or outside of the US —

Bread is only available to customers residing in certain locations and territories.

What to sayWhat NOT to say
“Unfortunately, our Pay Over Time solution(s) are not available for customers who reside outside of the U.S. nor are they available to residents of U.S. territories and Puerto Rico.”“I’m sure if you call them they will make an exception.”

— SCENARIO: A customer asks whether financing will affect their credit/ credit score —

Only applying (prequalifying) for financing will not affect a customer’s credit; however, if a customer checks out with financing, this may affect their score.

What to sayWhat NOT to say
“Checking your rate will not affect your credit score, but please note that if you do decide to check out using financing, that could affect your credit score as Bread reports repayment information to TransUnion.”“Checking out with Bread does not affect your credit score.”

— SCENARIO: A customer asks if Bread is secure —

The Bread team works diligently to make our product as secure as possible, and takes data privacy seriously.

What to say
“Yes, safeguarding your information is of the upmost importance to our partner Bread. Your personal information is secure and encrypted.”

Installment Phone Scripts

Please note that this telescript matrix applies only to Bread’s “Installments” loan product.

— SCENARIO: A customer asks about “Installments” —

What to say
“With Installments, you fill out a few pieces of personal information to apply for your rate in seconds.

If you pre-qualify, you can choose the payment plan that makes sense for your budget — paying for your purchase in low monthly installments.”

— SCENARIO: A customer asks if “Installments” is a loan —

What to say
“Yes, when you finance an Installments purchase through our partner Bread® you are applying for a closed-end loan from Comenity Capital Bank.”

— SCENARIO: A customer asks about pre-qualifying for financing —

When describing the pre-qualification process, be clear that receiving rates is not a guarantee and that the process is not instantaneous.

What to sayWhat NOT to say
“If you prequalify, you’ll be presented with clear, transparent terms, such as the monthly cost for financing your purchase.”“You’ll get a decision in seconds if you apply on our site!”

“Get approved right away.”

“Your rates will appear instantly.”

— SCENARIO: A customer is declined for Installments —

There is never an instance where Bread can manually override credit decisions. Do not make assumptions as to why a customer was denied.

What to sayWhat NOT to say
“We cannot speak to why you were declined, however, you will receive an adverse action notice from Bread within 24 hours specifying the reasons for the decline. If you have any questions, please contact Bread’s Member Support Team at (844) 992-7323. You can still checkout with another payment method! Let’s talk about which would be best for you.”

If also offering SplitPay:

“We have another Pay Over Time solution on offer for basket sizes under $1000 called SplitPay which is available in all US states except for California.”
“Perhaps we can look further into it and see if we can change this credit decision.”

— SCENARIO: A customer asks for a lower rate or higher pre-qualification amount —

There is never an instance where Bread can manually override the APR or pre-qualification.

What you CAN sayWhat you CAN'T say
“Unfortunately, we do not have any control over the underwriting decision. If you have any questions regarding your credit application with our financing partner, please contact Bread’s Member Support Team at (844) 992-7323”“Perhaps we can look further into it and see if we can change this credit decision.”

— SCENARIO: A customer asks about fees —

Because late fees are possible, do not state or imply that paying only monthly or payments are required.

What to sayWhat NOT to say
“Bread will send you a statement showing your monthly payment.”

“Bread does not charge prepayment penalties.”

“No origination fees."
“There are no hidden fees.”

— SCENARIO: A customer asks about what APR they might receive —

Do not imply that a customer is likely to qualify for a certain rate or mention rates without including the term “APR.”

What to sayWhat NOT to say
“Payment plans range from X%* to 29.99% APR.”“Get an 8% loan.”

“Qualify for 10% financing.”

— SCENARIO: A customer says they have been approved for a loan but this loan is less than their desired checkout amount AND your account is offering Down Payment —

Customers can only use Bread's DownPayment feature for baskets sizes up to ~2x their pre-approval amount. Read more HERE.

What to say
If “Downpayment” is enabled:

“No problem! You will be prompted to input your credit/debit card information in the checkout process – this will allow you to cover the remaining amount of your cart with a credit/debit card.”

— SCENARIO: A customer asks how loan repayment works with Bread —

What to say
“For installment loans, your first payment will be due no fewer than 30 days from the date we fulfill your order. Subsequent payments are due on that date every month for the duration of your loan term. You can view your payment schedule in the Bread member portal:”

SplitPay Phone Scripts

This telescript matrix applies only to Bread’s SplitPay product.

— SCENARIO: a customer asks what “SplitPay” is —

SplitPay is not a loan or credit card payment. SplitPay can be described as a deferred payment option or retail installment sale.

What to sayWhat NOT to say
“SplitPay is a payment option that enables customers to pay for purchases between $50 and $1000 in four equal interest-free installments on a credit or debit card.”“SplitPay is a loan.”

“SplitPay is a credit card payment.”

— SCENARIO: A customer asks about how SplitPay repayment works with Bread —

What to say
“Your first payment is due at the time of purchase. The remaining three payments will be automatically processed every two weeks until the purchase is paid off.”

— SCENARIO: If a customer has a billing address in California —

What to say
"Unfortunately, Bread’s SplitPay product is not available to customers in California. You can still checkout with another payment method! Let’s talk about which would be best for you.”

If offering Installments

“We have another Pay Over Time solution on offer called Installments which is available to customers in California.”