Affirm (AFRM) insider Noel Watson plans Rule 144 sale of 2,000 shares

Rhea-AI Filing Summary

Affirm Holdings, Inc. insider Noel Watson, through Morgan Stanley Smith Barney LLC Executive Financial Services, filed to sell common stock under a Rule 144 notice. The planned sale covers 2,000 shares of common stock with an aggregate market value of $153,410.00, listed on NASDAQ under CUSIP 294357801, with an anticipated sale date of August 12, 2026. These shares relate to Restricted Stock Units granted on December 4, 2024 for 2,000 shares. The disclosure also notes a prior Rule 10b5-1 sale of 2,000 shares of common stock on May 13, 2026 for proceeds of $130,000.00.

Key Figures

Planned shares to be sold: 2,000 shares Aggregate market value: $153,410.00 Prior 10b5-1 sale proceeds: $130,000.00 +2 more

5 metrics

Planned shares to be sold 2,000 shares Common stock covered by Rule 144 notice

Aggregate market value $153,410.00 Value associated with 2,000 planned shares

Prior 10b5-1 sale proceeds $130,000.00 2,000 shares sold on May 13, 2026

RSU grant shares 2,000 shares Restricted Stock Units granted on December 4, 2024

CUSIP 294357801 CUSIP for AFRM common stock listed on NASDAQ

Key Terms

Rule 144, 10b5-1, Restricted Stock Units, aggregate market value

4 terms

Rule 144 regulatory

"plans to sell common stock under a Rule 144 notice"

Rule 144 is a U.S. securities regulation that sets conditions under which restricted or insider-held shares can be legally resold to the public, such as required holding periods, availability of public information, limits on how much can be sold at once, and certain filing requirements. For investors it matters because it determines when previously locked-up shares can enter the market — like a release valve that can increase supply, affect share price, and signal insider intent.

10b5-1 regulatory

"The disclosure also notes a prior Rule 10b5-1 sale of 2,000 shares"

A 10b5-1 plan is a pre-set schedule that lets company insiders buy or sell shares according to written instructions made when they do not possess material, nonpublic information. Think of it as a timed automatic payment for stock trades: it helps insiders avoid accusations of trading on secret information and gives outside investors a clearer signal about whether sales are routine or potentially informative about the company’s prospects.

Restricted Stock Units financial

"These shares relate to Restricted Stock Units granted on December 4, 2024"

Restricted stock units are a type of company reward where employees are promised shares of stock, but they only fully own these shares after meeting certain conditions, like staying with the company for a set time. They matter because they can become valuable assets and are often used to motivate employees to help the company succeed.

aggregate market value financial

"an aggregate market value of $153,410.00"

Aggregate market value is the combined price you would pay to buy all outstanding shares of a company or all companies in a group at current market prices — essentially the sum of each stock’s market capitalization. It matters to investors because it shows the overall size and weight of an investment or sector (like the total cost to buy every piece of a puzzle), helps compare scale across companies or markets, and influences index composition and risk exposure.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Available on EDGAR 08/12/2026 - 05:33 PM Accepted by SEC EDGAR 08/12/2026 - 05:33 PM Learn about SEC filing dates

FAQ

What does the Form 144 filing indicate for AFRM and Noel Watson?

The filing shows Noel Watson, via Morgan Stanley Smith Barney, plans to sell 2,000 AFRM common shares under Rule 144, following earlier 10b5-1 sales of 2,000 shares for $130,000.00.

How many AFRM shares are covered by Noel Watson’s planned Rule 144 sale?

The planned Rule 144 sale covers 2,000 shares of AFRM common stock. These shares are tied to Restricted Stock Units granted on December 4, 2024 and are expected to be sold around August 12, 2026.

What is the aggregate market value of the AFRM shares in this planned sale?

The planned Rule 144 transaction lists an aggregate market value of $153,410.00 for 2,000 AFRM common shares, based on the information in the notice, with trading on NASDAQ under CUSIP 294357801.

Were there recent 10b5-1 sales related to AFRM by Noel Watson?

Yes. The disclosure notes 10b5-1 sales for Noel Watson of 2,000 AFRM common shares on May 13, 2026, for total proceeds of $130,000.00, in the three months preceding the notice.

What type of equity award is associated with Noel Watson’s AFRM shares?

The shares are associated with Restricted Stock Units granted on December 4, 2024 for 2,000 shares of AFRM common stock. These RSUs are listed as the source of the securities in the notice.

Form 144 Filer Information	UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 144 NOTICE OF PROPOSED SALE OF SECURITIES PURSUANT TO RULE 144 UNDER THE SECURITIES ACT OF 1933
FORM 144

144: Filer Information

Filer CIK
Filer CCC
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer

SEC File Number

Address of Issuer

Phone

Name of Person for Whose Account the Securities are To Be Sold

See the definition of "person" in paragraph (a) of Rule 144. Information is to be given not only as to the person for whose account the securities are to be sold but also as to all other persons included in that definition. In addition, information shall be given as to sales by all persons whose sales are required by paragraph (e) of Rule 144 to be aggregated with sales for the account of the person filing this notice.

Relationship to Issuer

144: Securities Information

Title of the Class of Securities To Be Sold	Name and Address of the Broker	Number of Shares or Other Units To Be Sold	Aggregate Market Value	Number of Shares or Other Units Outstanding	Approximate Date of Sale	Name the Securities Exchange
Common	Morgan Stanley Smith Barney LLC Executive Financial Services 1 New York Plaza 8th Floor New York NY 10004	2000	153410.00	294357801	08/12/2026	NASDAQ

Furnish the following information with respect to the acquisition of the securities to be sold and with respect to the payment of all or any part of the purchase price or other consideration therefor:

144: Securities To Be Sold

Title of the Class	Date you Acquired	Nature of Acquisition Transaction	Name of Person from Whom Acquired	Is this a Gift?	Date Donor Acquired	Amount of Securities Acquired	Date of Payment	Nature of Payment *
Common	12/04/2024	Restricted Stock Units	Issuer			2000	12/04/2024	N/A

* If the securities were purchased and full payment therefor was not made in cash at the time of purchase, explain in the table or in a note thereto the nature of the consideration given. If the consideration consisted of any note or other obligation, or if payment was made in installments describe the arrangement and state when the note or other obligation was discharged in full or the last installment paid.

Furnish the following information as to all securities of the issuer sold during the past 3 months by the person for whose account the securities are to be sold.

144: Securities Sold During The Past 3 Months

Name and Address of Seller	Title of Securities Sold	Date of Sale	Amount of Securities Sold	Gross Proceeds
10b5-1 Sales for NOEL WATSON 650 California Street San Francisco CA 94108	Common	05/13/2026	2000	130000.00

144: Remarks and Signature

Remarks

Date of Notice

Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1

ATTENTION:

The person for whose account the securities to which this notice relates are to be sold hereby represents by signing this notice that he does not know any material adverse information in regard to the current and prospective operations of the Issuer of the securities to be sold which has not been publicly disclosed. If such person has adopted a written trading plan or given trading instructions to satisfy Rule 10b5-1 under the Exchange Act, by signing the form and indicating the date that the plan was adopted or the instruction given, that person makes such representation as of the plan adoption or instruction date.

Signature

ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)