Bread Financial (BFH) Director Roger Ballou Sells 9,687 Shares

What Happened Roger H. Ballou, a director of Bread Financial Holdings, sold 9,687 shares in an open-market transaction on April 24, 2026, at $90.32 per share, generating proceeds of approximately $874,930. The Form 4 filed April 27, 2026, reports this as a sale (code S).

Key Details

• Transaction date and price: 2026-04-24 — 9,687 shares at $90.32/share (open-market sale).
• Proceeds: ~$874,930.
• Shares owned after transaction (beneficial ownership per filing footnote): 30,079 shares total.
  • This total includes 11,626 unrestricted shares and 18,453 unvested restricted stock units (RSUs) granted across 2016–2025.
• Filing: Form 4 filed 2026-04-27; the filing appears timely relative to the transaction (not marked late).
• Transaction code: S = Sale (open market/private sale).

Context Sales by non-executive directors are often routine portfolio transactions and do not necessarily indicate a change in company outlook. The filing’s footnote breaks down beneficial ownership by unrestricted shares and multiple RSU grants (2016–2025), showing most of his holdings are unvested RSUs.