The Shrimpers were 2-0 down with 10 minutes to go but claimed a share of the spoils thanks to late goals from Ryan Cresswell and Gavin Tomlin.
Prior to that, Bradford seemed set to continue their run of good results and went in front in the 27th minute with Nahki Wells tapping home from close range after his first effort had been well blocked by Luke Prosser.
The Bantams doubled their lead in the 64th minute when Will Atkinson's low right-wing cross was sliced in to his own net by Prosser.
However, the Shrimpers got back in to the game in the 80th minute when Cresswell headed home a right-wing corner from Kevan Hurst and they made sure of a point in the dying seconds when a long ball forward picked out Tomlin.
The striker showed great composure to fire home from 12 yards for his ninth goal in as many games as Southend made it 12 without defeat.