X0407 4 2023-03-24 0001101215 BREAD FINANCIAL HOLDINGS, INC. BFH 0001843064 Greer Valerie E 5 HILLMAN DRIVE, SUITE 103 CHADDS FORD PA 19317 0 1 0 0 EVP, Chief Comm'l Officer 0 Common Stock 2023-03-24 4 A 0 16873 A 74867 D Common Stock 2023-03-24 4 A 0 25310 A 100177 D The new grant is for 16,873 shares of common stock represented by time-based restricted stock units (RSUs). These time-based RSUs will vest over a three-year period, with 5,568 units vesting on each of 3/25/24 and 2/18/25 and 5,737 units vesting on 2/17/26, subject to continued employment (subject to certain limited exceptions) by the Reporting Person on the vesting dates. The new grant is for 25,310 shares of common stock represented by performance-based RSUs, which may be adjusted up or down at the time the performance targets are measured at the end of the three-year performance period. These performance-based RSUs may vest on 2/17/26 contingent on meeting predetermined performance measures and subject to continued employment (subject to certain limited exceptions) by the Reporting Person on the vesting date. Due to evolving macroeconomic conditions impacting the process of setting the appropriate performance-based RSU targets, these grants were approved later than usual in the grant cycle. However, for administrative convenience, the second and third years of the time-based RSUs and, if the performance targets are achieved, the three-year performance-based RSUs will vest on the Company's typical vesting schedule in mid-February of the applicable year. The total number of securities beneficially owned includes: (a) 19,280 unrestricted shares; (b) 8,009 unvested units from an award of 22,481 time-based restricted stock units granted 7/15/20; (c) 5,859 unvested units from an award of 17,234 time-based restricted stock units granted 2/16/21; (d) 10,340 unvested performance-based restricted stock units granted 2/16/21; (e) 4,479 unvested units from an award of 6,685 time-based restricted stock units granted 2/15/22; (f) 10,027 unvested performance-based restricted stock units granted 2/15/22; (g) the new grant for 16,873 time-based restricted stock units; and (h) the new grant for 25,310 performance-based restricted stock units. Benjamin L. Morgan, Attorney in Fact 2023-03-27