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sellModerate

Roger H Ballou sold $875k of BFH

director at BREAD FINANCIAL HOLDINGS, INC.. 9,687 shares at an average of $90.32, traded Apr 24, 2026, filed Apr 27, 2026.

Warning score
43
Value
$875k
9,687 shares
Holdings after
30,079
-24% from before
From 52-week low
+84%
low $46.55, close $85.75
From 52-week high
-7%
high $92.00, as of Apr 24, 2026

Score components

  • Role
    Director
    +15
  • Trade size
    $875k at market
    +23
  • Share of holdings sold
    Sold 24% of holdings
    +5
  • Cluster
    No other insider selling within 14 days
    0

What happened after comparable sells

Same side and tier, against the S&P 500, at 1, 3 and 6 months. Shown to Pro users; the whole table is on the backtest page.

This signal so far: 1m +2.2%, 3m +20.9%, 6m -.

Price around the trade, and since

From a quarter before the trade to today. The arrow is the trade, the circle the day the filing reached EDGAR, which is the first day anyone outside could act; the dotted line is the S&P 500 rebased to that day's close.

BFHOct 9, 2026 · close 100.58
Since filing Apr 27, 2026: +14.8%SPY +9.3% · excess +5.5%

Daily candles, adjusted for splits and dividends. Green arrows are insider buys, red are sells, sized by value; the dashed line is the close on the filing day, the dotted line SPY rebased to it.Charts by TradingView Lightweight Charts™

Rows in this filing

Every transaction in Form 4 0001158369-26-000004, as filed. Open on EDGAR

DateTransactionSharesPriceValueHoldings afterFiled
Apr 24, 2026SOpen-market sale
Common Stock
-9,687$90.32$875k30,079Apr 27, 2026

Related signals

Other insiders at BREAD FINANCIAL HOLDINGS, INC. and this insider’s other filings.

ScoreCompanyInsiderValueHoldingsFiled
10Weak
BFHbuy
BREAD FINANCIAL HOLDINGS, INC.
Dennis James McCarthy
EVP, Chief Revenue Officer
$1,718
16 shares
+0%
39Weak
BFHsell
BREAD FINANCIAL HOLDINGS, INC.
Praniti Lakhwara
director
$297k
2,802 shares
-39%
30Weak
BFHsell10b5-1
BREAD FINANCIAL HOLDINGS, INC.
Ralph J Andretta
President and CEO
$1.3M
15,000 shares
-3%
25Weak
BFHbuy
BREAD FINANCIAL HOLDINGS, INC.
John J. Fawcett
director
$60k
698 shares
+7%
26Weak
BFHbuy
BREAD FINANCIAL HOLDINGS, INC.
John J. Fawcett
director
$63k
1,027 shares
+11%
25Weak
BFHbuy
BREAD FINANCIAL HOLDINGS, INC.
John J. Fawcett
director
$51k
1,000 shares
+18%
35Weak
BFHbuy
BREAD FINANCIAL HOLDINGS, INC.
John J. Fawcett
director
$100k
2,000 shares
+58%
37Weak
BFHsell
BREAD FINANCIAL HOLDINGS, INC.
Turtle Creek Asset Management Inc.
owner
$1.6M
45,000 shares
-1%
37Weak
BFHsell
BREAD FINANCIAL HOLDINGS, INC.
Turtle Creek Asset Management Inc.
owner
$3.0M
90,000 shares
-2%
37Weak
BFHsell
BREAD FINANCIAL HOLDINGS, INC.
Turtle Creek Asset Management Inc.
owner
$2.8M
90,000 shares
-2%

Not investment advice. Scores and forward returns are decision support built from public SEC filings and past prices; they describe what happened after comparable filings, not what will happen after this one. Do your own research and size your risk.

Roger H Ballou sold $875k of BFH | InsiderTell