Bread Financial (BFH) director sells 2,802 shares, retains 4,458 after trade

Rhea-AI Filing Summary

Bread Financial Holdings, Inc. director Praniti Lakhwara sold 2,802 shares of common stock on July 28, 2026 at $106.12 per share in an open-market or private transaction. After this sale, she directly holds 4,458 shares of Bread Financial common stock. The Rule 10b5-1 trading-plan checkbox was not marked.

Insider Trade Summary

Net Seller: 2,802 shares

Net Sell 1 txn

Insider Lakhwara Praniti

Role Director

Sold 2,802 shs ($297K)

Type	Security	Shares	Price	Value
Sale	Common Stock	2,802	$106.12	$297K

Holdings After Transaction: Common Stock — 4,458 shares (Direct)

Key Figures

Shares sold: 2,802 shares Sale price per share: $106.12 per share Shares owned after transaction: 4,458 shares

3 metrics

Shares sold 2,802 shares Common Stock sale on 2026-07-28 by director Praniti Lakhwara

Sale price per share $106.12 per share Price for the 2,802 Common Stock shares sold

Shares owned after transaction 4,458 shares Directly owned Bread Financial Common Stock following the sale

Key Terms

Form 4, Rule 10b5-1, open market or private transaction

3 terms

Form 4 regulatory

"INSIDER FILING DATA (Form 4)"

Form 4 is a official document that company insiders, such as executives or major shareholders, file with regulators whenever they buy or sell company shares. It provides transparency about how those with inside knowledge are trading, helping investors see if insiders are confident in the company's prospects or may be selling for personal reasons. This information can influence investor decisions by revealing insiders' perspectives on the company's value.

Rule 10b5-1 regulatory

"The Rule 10b5-1 trading-plan checkbox was not marked"

Rule 10b5-1 is a regulation that allows company insiders to buy or sell their shares at predetermined times, even if they have access to non-public information. It acts like setting a schedule in advance for transactions, helping prevent accusations of unfair trading. This rule provides a way for insiders to plan trades transparently, giving investors confidence that these transactions are not based on hidden information.

open market or private transaction financial

"transaction_code_description: Sale in open market or private transaction"

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Form 4 Insider Transactions: What Each Field Means →

Available on EDGAR 07/29/2026 - 04:38 PM Accepted by SEC EDGAR 07/29/2026 - 04:38 PM Learn about SEC filing dates

FAQ

What insider transaction did Bread Financial (BFH) report for Praniti Lakhwara?

Bread Financial reported that director Praniti Lakhwara sold 2,802 shares of common stock on July 28, 2026. The shares were sold at $106.12 per share in an open-market or private transaction, leaving her with 4,458 shares held directly.

How many Bread Financial (BFH) shares does Praniti Lakhwara own after the reported sale?

After the reported transaction, Praniti Lakhwara directly owns 4,458 shares of Bread Financial common stock. This reflects her position following the sale of 2,802 shares in an open-market or private transaction on July 28, 2026.

At what price did Praniti Lakhwara sell Bread Financial (BFH) shares?

Praniti Lakhwara sold her Bread Financial common shares at $106.12 per share. The transaction involved 2,802 shares of common stock and was characterized as a sale in an open-market or private transaction dated July 28, 2026.

Was the Bread Financial (BFH) insider sale made under a Rule 10b5-1 plan?

The Rule 10b5-1 trading-plan checkbox is not marked for this insider transaction. That means the reported sale of 2,802 shares by director Praniti Lakhwara is not affirmed in the report as being executed under a pre-arranged Rule 10b5-1 trading plan.

Did the Bread Financial (BFH) insider report any derivative transactions?

No derivative securities transactions are listed for this report; it covers only non-derivative common stock. The transaction summary shows a single sale of 2,802 shares and indicates zero derivative transactions or remaining derivative positions in this report.

SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.

1. Name and Address of Reporting Person^*

Lakhwara Praniti

(Last) (First) (Middle)

3095 LOYALTY CIRCLE

(Street)

COLUMBUS OHIO 43219

(City) (State) (Zip)

UNITED STATES

(Country)

2. Issuer Name and Ticker or Trading Symbol
BREAD FINANCIAL HOLDINGS, INC. [ BFH ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

X	Director		10% Owner
	Officer (give title below)		Other (specify below)

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
07/28/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Common Stock	07/28/2026		S		2,802	D	$106.12	4,458	D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

Remarks:

	/s/ Benjamin L. Morgan, Attorney in Fact	07/29/2026
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)