Form 4: BFH Executive Sells Shares for Tax Obligations

Bread Financial Holdings EVP, Chief Commercial Officer Valerie E. Greer disposed of 1,256 shares to cover tax liabilities related to early RSU vesting due to retirement eligibility.

Summary

• Valerie E. Greer, EVP, Chief Commercial Officer of Bread Financial Holdings, Inc. (BFH), reported a transaction on December 11, 2025.
• The transaction involved the disposition of 1,256 shares of Common Stock at a price of $73.62 per share.
• These shares were withheld to cover tax obligations associated with the early vesting of restricted stock units (RSUs) due to Ms. Greer becoming retirement eligible.
• The withheld shares originated from RSU grants on February 18, 2025 (481 shares), February 15, 2024 (538 shares), and March 24, 2023 (237 shares).
• Following this transaction, Ms. Greer beneficially owns 151,951 shares of BFH Common Stock.
• This total includes 50,829 unrestricted shares, 5,500 unvested time-based RSUs from a March 24, 2023 grant, 25,310 unvested performance-based RSUs from a March 24, 2023 grant, 12,490 unvested time-based RSUs from a February 15, 2024 grant, 29,166 unvested performance-based RSUs from a February 15, 2024 grant, 11,174 unvested time-based RSUs from a February 18, 2025 grant, and 17,482 unvested performance-based RSUs from a February 18, 2025 grant.

Sentiment

Score: 5

Explanation: The transaction is a routine tax-related event for equity compensation and does not reflect a discretionary sale or significant change in company fundamentals.

Positives

• The executive's eligibility for retirement indicates a long tenure and potentially stable leadership during her active employment.
• The transaction is a tax-related withholding, not a discretionary sale, which is a common and expected event for equity compensation.
• The executive retains a significant beneficial ownership of 151,951 shares, aligning her interests with shareholders.

Negatives

• A reduction in the direct share count held by an executive, even for tax purposes, slightly decreases their direct equity stake.

Future Outlook

NA

Industry Context

NA

Stakeholder Impact

• Shareholders: Minimal impact as it is a routine tax withholding, not a discretionary sale. The executive retains significant equity.
• Employees: No direct impact.
• Customers: No direct impact.
• Suppliers: No direct impact.
• Creditors: No direct impact.

Key Dates

Keywords

Bread Financial Holdings, BFH, Form 4, insider transaction, executive compensation, restricted stock units, RSU, tax withholding, beneficial ownership, Valerie E. Greer