UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

Washington, D.C. 20549

SCHEDULE 14A

Proxy Statement Pursuant to Section 14(a) of the

Securities Exchange Act of 1934

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☐ Preliminary Proxy Statement

☐ Confidential, for Use of the Commission Only (as permitted by Rule 14a-6(e)(2))

☐ Definitive Proxy Statement

☒ Definitive Additional Materials

☐ Soliciting Material under § 240.14a-12

Bread Financial Holdings, Inc.

(Name of Registrant as Specified In Its Charter)

NOT APPLICABLE

(Name of Person(s) Filing Proxy Statement, if other than the Registrant)

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C/O TABULATOR, P.O. BOX 8016, CARY, NC 27512-9903 Scan QR for digital voting Meeting Materials: Notice of Meeting and Proxy Statement & Annual Report on Form 10-K for the year ended December 31, 2023 Important Notice Regarding the Availability of Proxy Materials for the Stockholders Bread Financial Holdings, Inc. Meeting To Be Held On May 14, 2024 For Stockholders of record as of March 20, 2024 Annual Meeting of Stockholders To order paper materials, use one of the Tuesday, May 14, 2024 9:00 AM, Central Time Annual Meeting to be held live via the Internet—please visit www.proxydocs.com/BFH for more following methods. details. You must register to attend the meeting online and/or participate at www.proxydocs.com/BFH Internet: For a convenient way to view the proxy materials, VOTE, and obtain www.investorelections.com/BFH directions to attend the meeting, go to www.proxydocs.com/BFH To vote your proxy while visiting this site, you will need the 12 digit control number in the box below. Call: 1-866-648-8133 This communication presents only an overview of the more complete proxy materials that are available to you on the Internet. This is not a ballot. You cannot use this notice to vote your shares. We encourage you to access and review all of the important information contained in the proxy materials before voting. Email: paper@investorelections.com Under United States Securities and Exchange Commission rules, proxy materials do not have to be delivered in paper. Proxy materials can be distributed by making them available on the * If requesting material by e-mail, please send a blank e-mail with the internet. 12 digit control number (located below) in the subject line. No other requests, instructions OR other inquiries should be included with your If you want to receive a paper or e-mail copy of the proxy material, you must request one. e-mail requesting material. There is no charge to you for requesting a copy. In order to receive a paper package in time for this year’s meeting, you must make this request on or before May 3, 2024. Your control number Have the 12 digit control number located in the box above available when you access the website and follow the instructions. SEE REVERSE FOR FULL AGENDA Copyright © 2024 BetaNXT, Inc. or its affiliates. All Rights Reserved

Bread Financial Holdings, Inc. Annual Meeting of Stockholders THE BOARD OF DIRECTORS RECOMMENDS A VOTE: FOR all the nominees listed and FOR PROPOSALS 2, 3 and 4. PROPOSAL 1. ELECTION OF DIRECTORS 1.01 Ralph J. Andretta 1.02 Roger H. Ballou 1.03 John J. Fawcett 1.04 John C. Gerspach, Jr. 1.05 Rajesh Natarajan 1.06 Joyce St. Clair 1.07 Timothy J. Theriault 1.08 Laurie A. Tucker 1.09 Sharen J. Turney 2. ADVISORY VOTE ON EXECUTIVE COMPENSATION 3. APPROVAL OF THE 2024 OMNIBUS INCENTIVE PLAN 4. RATIFICATION OF THE SELECTION OF DELOITTE & TOUCHE LLP AS THE INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM OF BREAD FINANCIAL HOLDINGS, INC. FOR 2024 5. SUCH OTHER BUSINESS AS MAY PROPERLY COME BEFORE THE ANNUAL MEETING OR ANY ADJOURNMENTS OR POSTPONEMENTS THEREOF