Bart Schaller, who serves as Executive Vice President and CEO - Digital at Synchrony Financial (NYSE: SYF), completed a sale of 35,300 shares of common stock on February 17, 2026. The shares were sold at $70.60 apiece for total gross proceeds of $2,492,180. In the same filing, Schaller is recorded as acquiring 175 dividend equivalent units at a price of $72.31, representing a value of $12,654.
The disposition was carried out under a Rule 10b5-1 trading plan that Schaller adopted on October 29, 2025. After the transaction, his direct holdings in Synchrony amount to 42,300 shares.
At the time of the reported sale, Synchrony was trading at a price-to-earnings ratio of 7.77 and had a market capitalization of $25.1 billion. Analysis from InvestingPro referenced in the filing places the stock near a Fair Value of $72.39, suggesting the shares are approximately fairly valued relative to that benchmark.
The insider activity coincides with the company’s latest quarterly financial disclosures. For the fourth quarter of 2025, Synchrony reported net earnings of $751 million, or $2.04 per diluted share, a result that met consensus analyst expectations for earnings per share. Revenue for the quarter totaled $3.79 billion, which missed the anticipated $3.84 billion figure.
Market research and advisory firm Baird has adjusted its view on Synchrony, upgrading the stock from Neutral to Outperform. Baird cited solid pre-provision net revenue trends and favorable credit metrics as underpinning this change in stance, and noted the move was informed by what it considers a favorable entry point for investors amid recent softness in consumer finance names.
Separately, Synchrony announced commercial expansions for its CareCredit patient financing product. The company said it has broadened a partnership with Planet DDS to integrate CareCredit into dental practice management platforms, including the Cloud 9 platform. This multi-year agreement marks Synchrony’s initial integration into orthodontic-specific practice management systems. In addition, Synchrony entered a partnership with Weave to embed CareCredit’s patient financing solution into Weave’s platform targeting small and medium-sized healthcare businesses.
The filings and corporate disclosures together present a snapshot of insider selling activity alongside operational developments and third-party analyst reassessments. The sale under an established 10b5-1 plan, the reported EPS in line with expectations, and the partnerships to expand CareCredit’s reach are the principal items highlighted in recent filings and company announcements.
Key points
- Bart Schaller sold 35,300 Synchrony shares on February 17, 2026, for $2,492,180 and received 175 dividend equivalent units valued at $12,654.
- Transaction executed under a Rule 10b5-1 plan adopted October 29, 2025; Schaller now directly owns 42,300 shares.
- Synchrony reported Q4 2025 net earnings of $751 million, or $2.04 per diluted share, meeting EPS expectations but recording revenue of $3.79 billion versus $3.84 billion expected; Baird upgraded the stock to Outperform.
Risks and uncertainties
- Revenue shortfall in Q4 2025 - the company missed expected revenue by $0.05 billion, which could influence near-term market sentiment in financial services and consumer credit sectors.
- Insider selling may raise questions for some investors even though the sale was conducted under a pre-arranged 10b5-1 plan; such activity can affect perception in the banking and payments sectors.