Bread Financial (NYSE: BFH) director adds 698 shares in open-market buy

Rhea-AI Filing Summary

BREAD FINANCIAL HOLDINGS, INC. director John J. Fawcett made an open-market purchase of common stock. On the reported date, he bought 698 shares at a price of $86.43 per share. After this transaction, he directly owned 11,000 shares of the company’s common stock.

His beneficial holdings consist of 8,198 unrestricted shares and 2,802 unvested restricted stock units that were granted on June 16, 2025. This filing reflects a net increase in his direct ownership position through a routine open-market purchase.

Insider Trade Summary

Net Buyer: 698 shares ($60,328)

Net Buy 1 txn

Insider Fawcett John J.

Role null

Bought 698 shs ($60K)

Type	Security	Shares	Price	Value
Purchase	Common Stock	698	$86.43	$60K

Holdings After Transaction: Common Stock — 11,000 shares (Direct, null)

Footnotes (1)

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Key Figures

Shares purchased: 698 shares Purchase price: $86.43 per share Shares owned after: 11,000 shares +2 more

5 metrics

Shares purchased 698 shares Open-market purchase of common stock

Purchase price $86.43 per share Price paid in the reported transaction

Shares owned after 11,000 shares Direct ownership following the purchase

Unrestricted shares 8,198 shares Portion of total beneficial ownership

Unvested RSUs 2,802 units Restricted stock units granted 6/16/25

Key Terms

open-market purchase, beneficially owned, unvested restricted stock units, Common Stock

4 terms

open-market purchase financial

"he bought 698 shares at a price of $86.43 per share in an open-market purchase"

An open-market purchase is when an investor or a company buys shares on a public stock exchange at the going market price, rather than through a private deal. It matters to investors because these purchases change how many shares are available, can push the stock price up or signal confidence from large buyers, and often affect per-share metrics like earnings—think of it like someone buying lots of apples off a grocery shelf, reducing supply and potentially raising the price.

beneficially owned financial

"The total amount of securities beneficially owned includes 8,198 unrestricted shares"

Beneficially owned describes securities or assets where a person has the economic rights and control—such as the right to receive dividends and to direct voting—even if legal title is held in another name. Think of it like having the keys and using a car that’s registered to someone else: you get the benefits and make decisions. Investors care because beneficial ownership reveals who truly controls value and voting power, affecting corporate decisions and takeover dynamics.

unvested restricted stock units financial

"includes 2,802 unvested restricted stock units granted 6/16/25"

Common Stock financial

"made an open-market purchase of common stock"

Common stock represents ownership shares in a company, giving investors a stake in its success and a say in important decisions through voting rights. It is the most common type of stock traded on markets and can provide income through dividends, as well as potential for value growth. For investors, holding common stock means sharing in the company’s profits and risks.

Form 4 Insider Transactions: What Each Field Means →

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^*

Fawcett John J.

(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)
05/21/2026

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	05/21/2026		P		698	A	$86.43	11,000(1)	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:

1. The total amount of securities beneficially owned includes: (a) 8,198 unrestricted shares; and (b) 2,802 unvested restricted stock units granted 6/16/25.

Remarks:

	/s/ Benjamin L. Morgan, Attorney in Fact	05/22/2026
	** 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)

FAQ

What insider transaction did BFH director John J. Fawcett report?

Director John J. Fawcett reported an open-market purchase of 698 shares of Bread Financial common stock. The transaction was executed at a price of $86.43 per share and increased his directly held position to a total of 11,000 shares.

At what price did John J. Fawcett buy BFH shares?

John J. Fawcett bought 698 Bread Financial shares at $86.43 per share. The purchase was made in an open-market transaction and forms part of his total beneficial ownership disclosed in this insider trading report.

How many BFH shares does John J. Fawcett own after this transaction?

Following the purchase, John J. Fawcett directly owns 11,000 shares of Bread Financial common stock. His beneficial ownership includes 8,198 unrestricted shares plus 2,802 unvested restricted stock units granted on June 16, 2025.

What portion of John J. Fawcett’s BFH holdings are restricted stock units?

John J. Fawcett beneficially holds 2,802 unvested restricted stock units of Bread Financial. These RSUs, granted on June 16, 2025, are in addition to his 8,198 unrestricted shares, together comprising the total beneficial ownership reported in the filing.

Was the BFH insider transaction by John J. Fawcett a buy or sell?

The insider transaction by John J. Fawcett was a buy, specifically an open-market purchase. He acquired 698 shares of Bread Financial common stock, which increased his direct ownership position as reported in this Form 4 filing.