X0306 4 2022-02-15 0001870997 Loyalty Ventures Inc. LYLT 0001882718 Mennen Claudia 7500 DALLAS PARKWAY, SUITE 700 PLANO TX 75024 0 1 0 0 BrandLoyalty CEO Common Stock 2022-02-15 4 A 0 20017 A 37218 D Common Stock 2022-02-15 4 A 0 10779 A 47997 D Common Stock 2022-02-16 4 F 0 1937 24.68 D 46060 D The new grant is for 20,017 shares of common stock represented by time-based restricted stock units. The time restrictions may lapse on 6,605 units on 2/15/23, on 6,606 units on 2/15/24 and on 6,806 units on 2/15/25 subject to continued employment by the Reporting Person with the Issuer on the vesting date. The new grant is for 10,779 shares of common stock represented by performance-based restricted stock units, which may be adjusted up or down from 0% to 150% at the time the performance restriction lapses, contingent on meeting a predetermined 2022 consolidated adjusted EBITDA performance measure. Further time restrictions may lapse with respect to 33% of such shares on each of 2/15/23 and 2/15/24 and with respect to 34% of such shares on 2/15/25 subject to continued employment by the Reporting Person with the Issuer on the vesting date. Shares withheld by the Company to satisfy the Reporting Person's tax withholding obligation upon the vesting of restricted stock units. The total number of securities beneficially owned includes: (a) 1,827 unrestricted shares; (b) 6,347 unvested units from an award of 6,347 time-based restricted stock units granted 12/7/21; (c) 7,090 unvested time-based restricted stock units from an award of 10,580 time-based restricted stock units granted 12/7/21; (d) the new grant for 20,017 time-based restricted stock units; and (e) the new grant for 10,779 performance-based restricted stock units. Cynthia L. Hageman, Attorney in Fact 2022-02-17