Laura Santillan - May 6, 2021 Form 4 Insider Report for ALLIANCE DATA SYSTEMS CORP (BFH)

Role: SVP, Chief Acctg. Officer
Signature: Cynthia L. Hageman, Attorney in Fact
Stock symbol: BFH
Transactions as of: May 6, 2021
Transactions value $: -$145,250
Form type: 4
Date filed: 5/7/2021, 04:02 PM
Next filing: Oct 26, 2021

Transactions Table

Type	Sym	Class	Transaction	Value $	Shares	Change %	* Price $	Shares After	Date	Ownership	Footnotes
transaction	BFH	Common Stock	Sale	-$145K	-1.16K	-2.93%	$125.00	38.5K	May 6, 2021	Direct	F1, F2

* An asterisk sign (*) next to the price indicates that the price is likely invalid.

Explanation of Responses:

Id	Content
F1	The transaction reported in this Form 4 was effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on February 17, 2021.
F2	The total number of securities beneficially owned includes: (a) 21,345 unrestricted shares; (b) 400 shares held in an IRA account; (c) 260 unvested units from an award of 762 time-based restricted stock units granted 2/15/19; (d) 863 unvested units from an award of 1,288 time-based restricted stock units granted 2/18/20; (e) 9,785 unvested time-based restricted stock units granted 2/16/21; and (f) 5,871 unvested performance-based restricted stock units granted 2/16/21.

Content

The transaction reported in this Form 4 was effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on February 17, 2021.

The total number of securities beneficially owned includes: (a) 21,345 unrestricted shares; (b) 400 shares held in an IRA account; (c) 260 unvested units from an award of 762 time-based restricted stock units granted 2/15/19; (d) 863 unvested units from an award of 1,288 time-based restricted stock units granted 2/18/20; (e) 9,785 unvested time-based restricted stock units granted 2/16/21; and (f) 5,871 unvested performance-based restricted stock units granted 2/16/21.