Laura Santillan - 06 May 2021 Form 4 Insider Report for ALLIANCE DATA SYSTEMS CORP (BFH)

Role: SVP, Chief Acctg. Officer
Signature: Cynthia L. Hageman, Attorney in Fact
Issuer symbol: BFH
Transactions as of: 06 May 2021
Net transactions value: -$145,250
Form type: 4
Filing time: 07 May 2021, 16:02:07 UTC
Next filing: 26 Oct 2021
SEC: View on sec.gov

Transactions Table

Type	Sym	Class	Transaction	Value $	Shares	Change %	* Price $	Shares After	Date	Ownership	Footnotes
transaction	BFH	Common Stock	Sale	$145,250	-1,162	-2.9%	$125.00	38,524	06 May 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.