Bread Financial CRO buys 15.89 shares at $108.14

Bread Financial’s Chief Revenue Officer modestly increased his directly held BFH common stock via dividend reinvestment.

Rhea-AI Filing Summary

BREAD FINANCIAL HOLDINGS, INC. (symbol: BFH) is the issuer of record for a Form 4 filing submitted to the SEC. McCarthy Dennis James reported reported purchase transactions in this Form 4 filing.

BREAD FINANCIAL HOLDINGS, INC. (BFH) executive Dennis James McCarthy, EVP and Chief Revenue Officer, reported a small open-market-type acquisition of common stock through his brokerage account’s dividend reinvestment feature on September 14, 2026. He acquired 15.89 shares at $108.14 per share, bringing his directly owned holdings to 29,546 shares (rounded to the nearest whole share). No Rule 10b5-1 trading plan is reported for this transaction.

Insider Trade Summary

Net Buyer: 15.89 shares

Net Buy 1 txn

Insider McCarthy Dennis James

Role EVP, Chief Revenue Officer

Bought 15.89 shs ($2K)

Type	Security	Shares	Price	Value
Purchase	Common Stock F1, F2	15.89	$108.14	$2K

Holdings After Transaction: Common Stock — 29,546 shares (Direct)

Footnotes (2)

1. F1. These shares were acquired pursuant to a dividend reinvestment feature of Mr. McCarthy's brokerage account.
2. F2. This number represents the total amount of shares owned by Mr. McCarthy, rounded to the nearest whole share.

Key Figures

Shares purchased: 15.89 shares Purchase price per share: $108.14 per share Shares owned after transaction: 29,546 shares

3 metrics

Shares purchased 15.89 shares Common Stock acquired on September 14, 2026 via dividend reinvestment

Purchase price per share $108.14 per share Price paid for BFH Common Stock on September 14, 2026

Shares owned after transaction 29,546 shares Total directly owned BFH Common Stock after September 14, 2026 transaction, rounded

Key Terms

dividend reinvestment, brokerage account, Form 4

3 terms

dividend reinvestment financial

"These shares were acquired pursuant to a dividend reinvestment feature"

Dividend reinvestment is when the money earned from a company's profit sharing, called dividends, is automatically used to buy more shares of that company instead of being received as cash. This process helps investors grow their holdings over time without extra effort, much like using earned interest to buy more of a savings account. It encourages long-term investment growth by continuously increasing the amount of shares owned.

brokerage account financial

"dividend reinvestment feature of Mr. McCarthy's brokerage account"

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.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What insider transaction did BFH’s Chief Revenue Officer report?

Dennis James McCarthy, EVP and Chief Revenue Officer of BFH, reported acquiring 15.89 shares of common stock on September 14, 2026 through his brokerage account’s dividend reinvestment feature.

At what price did the BFH insider acquire shares on September 14, 2026?

Dennis James McCarthy acquired 15.89 BFH shares at a price of $108.14 per share on September 14, 2026, according to the Form 4 filing.

How many BFH shares does Dennis James McCarthy own after this transaction?

After the September 14, 2026 acquisition, Dennis James McCarthy directly owns 29,546 BFH common shares, a figure that is rounded to the nearest whole share per the filing’s footnote.

Was the BFH insider transaction made under a Rule 10b5-1 trading plan?

No. The filing indicates that the transaction was not reported as being made under a Rule 10b5-1 trading plan; the document-level checkbox is unchecked.

What is the nature of the BFH insider’s share acquisition method?

The 15.89 BFH shares were acquired through a dividend reinvestment feature in Dennis James McCarthy’s brokerage account, meaning dividends were automatically used to purchase additional common stock.

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

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Available on EDGAR 09/16/2026 - 01:38 PM Accepted by SEC EDGAR 09/16/2026 - 01:37 PM Learn about SEC filing dates

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^*

McCarthy Dennis James

(Last) (First) (Middle)

ONE RIGHTER PARKWAY

SUITE 100

(Street)

WILMINGTON DELAWARE 19803

(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)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	EVP, Chief Revenue Officer

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
09/14/2026

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	09/14/2026		P		15.89(1)	A	$108.14	29,546(2)	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. These shares were acquired pursuant to a dividend reinvestment feature of Mr. McCarthy's brokerage account.

2. This number represents the total amount of shares owned by Mr. McCarthy, rounded to the nearest whole share.

Remarks:

	/s/ Benjamin L. Morgan, Attorney in Fact	09/16/2026
	** 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)