Bread Financial (NYSE: BFH) director Roger Ballou sells 9,687 shares in open market

Rhea-AI Filing Summary

BREAD FINANCIAL HOLDINGS, INC. director Roger H. Ballou sold 9,687 shares of Common Stock in an open-market transaction at $90.32 per share. After this sale, he directly owns 30,079 shares of the company’s stock.

A footnote explains that his total beneficial ownership also includes 11,626 unrestricted shares and multiple blocks of unvested restricted stock units, such as 699 units granted on 6/27/16 and additional unvested units from annual grants through 6/16/25.

Insights

Equity analyst

Director completes a moderate open-market stock sale while retaining a meaningful position.

Director Roger H. Ballou executed an open-market sale of 9,687 shares of BREAD FINANCIAL HOLDINGS, INC. Common Stock at $90.32 per share. Following the sale, his directly held stake is 30,079 shares, indicating he remains a shareholder.

A footnote details additional beneficial holdings, including 11,626 unrestricted shares and several tranches of unvested restricted stock units granted annually from 2016 through 2025. The transaction is a single open-market sale with no related option exercises or tax-withholding entries, suggesting a routine liquidity move rather than a structural change in his equity compensation.

Insider Trade Summary

Net Seller: 9,687 shares ($874,930)

Net Sell 1 txn

Insider BALLOU ROGER H

Role null

Sold 9,687 shs ($875K)

Type	Security	Shares	Price	Value
Sale	Common Stock	9,687	$90.32	$875K

Holdings After Transaction: Common Stock — 30,079 shares (Direct, null)

Footnotes (1)

1. [object Object]

Key Figures

Shares sold: 9,687 shares Sale price: $90.32 per share Direct holdings after sale: 30,079 shares +2 more

5 metrics

Shares sold 9,687 shares Open-market sale of Common Stock

Sale price $90.32 per share Price for 9,687-share open-market sale

Direct holdings after sale 30,079 shares Common Stock directly owned post-transaction

Unrestricted shares in footnote 11,626 shares Unrestricted shares included in beneficial ownership

2016 RSU grant units 699 units Unvested restricted stock units granted 6/27/16

Key Terms

Common Stock, open-market sale, beneficially owned, unrestricted shares, +1 more

5 terms

Common Stock financial

"Roger H. Ballou sold 9,687 shares of Common Stock in an open-market transaction"

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.

open-market sale financial

"transaction_action is described as an open-market sale"

An open-market sale is when a shareholder sells existing shares directly on a public exchange to any willing buyer, rather than through a private deal. Think of it like putting goods on a busy market stall where price is set by supply and demand; for investors it matters because such sales increase available supply, can put short-term downward pressure on the stock price, and signal changes in liquidity or investor confidence.

beneficially owned financial

"The total amount of securities beneficially owned includes: (a) 11,626 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.

unrestricted shares financial

"beneficially owned includes: (a) 11,626 unrestricted shares"

restricted stock units financial

"includes several unvested restricted stock units granted between 6/27/16 and 6/16/25"

Restricted stock units are a type of company reward where employees are promised shares of stock, but they only fully own these shares after meeting certain conditions, like staying with the company for a set time. They matter because they can become valuable assets and are often used to motivate employees to help the company succeed.

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^*

BALLOU ROGER H

(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)
04/24/2026

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	04/24/2026		S		9,687	D	$90.32	30,079(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) 11,626 unrestricted shares; (b) 699 unvested restricted stock units granted 6/27/16; (c) 655 unvested restricted stock units granted 6/26/17; (d) 761 unvested restricted stock units granted 6/25/18; (e) 1,114 unvested restricted stock units granted 6/24/19; (f) 3,432 unvested restricted stock units granted 6/22/20; (g) 1,408 unvested restricted stock units granted 6/15/21; (h) 2,650 unvested restricted stock units granted 6/15/22; (i) 4,932 unvested restricted stock units granted 6/15/23; and (j) 2,802 unvested restricted stock units granted 6/16/25.

Remarks:

	/s/ Benjamin L. Morgan, Attorney in Fact	04/27/2026
	** 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 did BFH director Roger H. Ballou do in this Form 4 filing?

Roger H. Ballou reported an open-market sale of 9,687 BFH Common Stock shares at $90.32 each. After the sale, he directly holds 30,079 shares, showing he reduced but did not exit his personal stake in Bread Financial.

At what price did Roger H. Ballou sell BREAD FINANCIAL (BFH) shares?

Roger H. Ballou sold 9,687 BFH shares at an average price of $90.32 per share. This was an open-market transaction and is reported as a sale in open market or private transaction under SEC Form 4 rules.

How many BFH shares does Roger H. Ballou hold after this transaction?

After the reported sale, Roger H. Ballou directly owns 30,079 shares of BREAD FINANCIAL Common Stock. This figure reflects his direct holdings immediately following the 9,687-share open-market sale disclosed in the Form 4 filing.

Does Roger H. Ballou have additional BFH equity through restricted stock units?

Yes. A footnote states his beneficial ownership includes 11,626 unrestricted shares plus several blocks of unvested restricted stock units from grants dated between 6/27/16 and 6/16/25, supplementing his directly held Common Stock position.

Was this BFH insider transaction a purchase or a sale of shares?

The transaction was a sale. The Form 4 lists code S and describes it as an open-market sale of 9,687 Common Stock shares at $90.32 per share, reducing but not eliminating Roger H. Ballou’s direct holdings.