Bread Financial to Ring New York Stock Exchange Opening Bell on April 4, 2022

Bread Financial will begin trading under new ticker symbol “BFH” on April 4, 2022

Bread Financial (NYSE: ADS), a leading provider of tech-forward payment and lending solutions, today announced that it will ring the opening bell at the New York Stock Exchange on Monday, April 4 at 9:30 am ET. The event commemorates the company’s business and brand transformation from Alliance Data to Bread Financial, announced March 23. Following the opening bell, Bread Financial will begin trading under its new ticker symbol “BFH.”

President and Chief Executive Officer Ralph Andretta will preside over the ringing of the opening bell, joined by members of the company’s leadership team.

“This event represents the capstone of our multi-year business transformation, and I am honored to join other leaders of our company to celebrate by ringing the opening bell,” said Andretta. “This momentous event signifies to the market a new chapter for Bread Financial, and I am energetic and optimistic for what the future holds for us moving forward as a tech-forward provider of payment, lending and saving solutions.”

A live webcast of the opening bell (beginning at 9:26am ET) will be available on the NYSE website at http://www.nyse.com/bell.

About Bread Financial

Bread Financial^TM (NYSE: ADS) is a tech-forward financial services company providing simple, personalized payment, lending and saving solutions. The company creates opportunities for its customers and partners through digitally enabled choices that offer ease, empowerment, financial flexibility and exceptional customer experiences. Driven by a digital-first approach, data insights and white-label technology, Bread Financial delivers growth for its partners through a comprehensive product suite, including private label and co-brand credit cards, installment lending and buy now, pay later (BNPL). Bread Financial also offers direct-to-consumer solutions that give customers more access, choice and freedom through its branded payment, lending and saving products.

Formerly Alliance Data, Bread Financial is an S&P MidCap 400 company headquartered in Columbus, Ohio, and committed to sustainable business practices powered by its 6,000+ global associates. To learn more about Bread Financial, visit BreadFinancial.com or follow us on Facebook, LinkedIn, Twitter and Instagram.

Forward-looking statements

This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Forward-looking statements give our expectations or forecasts of future events and can generally be identified by the use of words such as “believe,” “expect,” “anticipate,” “estimate,” “intend,” “project,” “plan,” “likely,” “may,” “should” or other words or phrases of similar import. Similarly, statements that describe our business strategy, outlook, objectives, plans, intentions or goals also are forward-looking statements. Examples of forward-looking statements include, but are not limited to, statements we make regarding, and the guidance we give with respect to, our anticipated operating or financial results, initiation or completion of strategic initiatives including our ability to realize the intended benefits of the spinoff of our LoyaltyOne segment, future dividend declarations, and future economic conditions, including, but not limited to, market conditions and COVID-19 impacts related to relief measures for impacted borrowers and depositors, labor shortages due to quarantine, and reduction in demand from clients. We believe that our expectations are based on reasonable assumptions. Forward-looking statements, however, are subject to a number of risks and uncertainties that could cause actual results to differ materially from the projections, anticipated results or other expectations expressed in this release, and no assurances can be given that our expectations will prove to have been correct. These risks and uncertainties include, but are not limited to, factors set forth in the Risk Factors section in our Annual Report on Form 10-K for the most recently ended fiscal year, which may be updated in Item 1A of, or elsewhere in, our Quarterly Reports on Form 10-Q filed for periods subsequent to such Form 10-K. Our forward-looking statements speak only as of the date made, and we undertake no obligation, other than as required by applicable law, to update or revise any forward-looking statements, whether as a result of new information, subsequent events, anticipated or unanticipated circumstances or otherwise.

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