BFH Bread Financial Holdings, Inc.

NYSE
$107.85

Bread Financial Holdings, Inc. (BFH) Insider Activity

What the officers, directors and large holders did with their own shares. Only open-market purchases and sales count toward the totals — grants, option exercises and shares withheld for tax are compensation mechanics, not decisions, and they're listed separately below.

30D 90D 6M 1Y
Insider signal Bearish Selling ran elevated versus BFH's own trailing one-year pace, with 53% of sale value under a prearranged plan.
Cluster activity 1 buyer in the last 30 days 1 buyer in the last 90 days 1 seller in the last 90 days
Insiders buying
1
1 transaction
Insiders selling
3
5 transactions
Purchases
$60.3K
698 shares
Sales
$2.5M
27,489 shares
Net activity
-$2.4M
purchases less sales

How much of that selling was preplanned? 53% planned / 47% discretionary

10b5-1 plan sales $1.3M 3 transactions · 15,000 shares
Discretionary sales $1.2M 2 transactions · 12,489 shares

Largest single sale: $1.1M.

Where they traded

Buy Sell Dot area is proportional to transaction value.

Last open-market purchase: September 14, 2026 , by McCarthy Dennis James .

Recent open-market activity

Date Insider Role Action Shares Price Value Held after
McCarthy Dennis James EVP, Chief Revenue Officer Buy 16 $108.14 $1.7K 29,546
Lakhwara Praniti Director Sell 2,802 $106.12 $297.3K 4,458 −38.6% of holding
Andretta Ralph J 3 fills President and CEO Sell 10b5-1 15,000 $89.10 $1.3M 595,741 −2.5% of holding
Fawcett John J. Director Buy 698 $86.43 $60.3K 11,000
BALLOU ROGER H Director Sell 9,687 $90.32 $874.9K 30,079 −24.4% of holding

Form 4s are due within two business days of a transaction, so this is close to real time — unlike the quarterly 13F data on the Institutional tab. A single large sale often reflects a prearranged 10b5-1 plan rather than a fresh view, so read a pattern of sales rather than any one of them.