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Affirm Holdings (AFRM) director sells 2,000 shares in Rule 10b5-1 trade

Filing Impact
(Moderate)
Filing Sentiment
(Negative)
Form Type
4

Rhea-AI Filing Summary

Affirm Holdings, Inc. director Noel Bertram Watson reported a sale of 2,000 shares of Class A Common Stock on August 12, 2026 at $77.86 per share. After this transaction, he held 34,076 shares directly. The sale was effected pursuant to a Rule 10b5-1 trading plan adopted on December 2, 2025.

Positive

  • None.

Negative

  • None.
Insider Watson Noel Bertram
Role Director
Sold 2,000 shs ($156K)
Type Security Shares Price Value
Sale Class A Common Stock F1 2,000 $77.86 $156K
Holdings After Transaction: Class A Common Stock — 34,076 shares (Direct)
Footnotes (1)
  1. F1. The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on December 2, 2025.
Shares sold 2,000 shares Class A Common Stock sold on August 12, 2026
Sale price per share $77.86 Per-share price for the 2,000 shares sold
Shares held after transaction 34,076 shares Direct holdings of Noel Bertram Watson following the sale
Rule 10b5-1 plan adoption date December 2, 2025 Date the trading plan governing this sale was adopted
Rule 10b5-1 trading plan regulatory
"The sales were effected pursuant to a Rule 10b5-1 trading plan adopted"
A Rule 10b5-1 trading plan is a pre-arranged schedule that allows company insiders to buy or sell stock at specific times, even if they have inside information. It helps prevent accusations of unfair trading by making these transactions look planned and transparent, rather than sneaky or illegal.
transaction code "S" regulatory
"Transaction is classified under transaction code "S" as a sale"
Class A Common Stock financial
"Security title for the reported transaction is Class A Common Stock"
Class A common stock is a category of a company’s shares that carries a specific set of ownership rights—most commonly defined voting power and claims on dividends—set out in the company’s charter. For investors it matters because the class determines how much influence you have over corporate decisions, the share’s likely dividend and trading behavior, and how it compares in value to other share classes, like choosing a particular seat with different privileges at the company’s decision-making table.
direct ownership financial
"Ownership type is reported as direct for the remaining shares"

FAQ

What insider transaction did AFRM director Noel Bertram Watson report?
Noel Bertram Watson reported selling 2,000 shares of Affirm Holdings Class A Common Stock at $77.86 per share on August 12, 2026 under a pre-arranged Rule 10b5-1 trading plan.

How many AFRM shares does Noel Bertram Watson hold after this sale?
After the reported sale, Noel Bertram Watson directly holds 34,076 shares of Affirm Holdings Class A Common Stock, as disclosed in the insider ownership section of the Form 4 report.

Was the AFRM insider sale by Noel Bertram Watson under a Rule 10b5-1 plan?
Yes. The reported sales were effected pursuant to a Rule 10b5-1 trading plan adopted by Noel Bertram Watson on December 2, 2025, indicating the transactions were pre-arranged.

What price did Noel Bertram Watson receive per AFRM share in this transaction?
The transaction reports a sale price of $77.86 per share for 2,000 shares of Affirm Holdings Class A Common Stock, reflecting the per-share consideration in this specific insider sale.

How many AFRM shares did Noel Bertram Watson sell in this Form 4?
Noel Bertram Watson sold 2,000 shares of Affirm Holdings Class A Common Stock in this reported transaction, classified as an open-market or private sale under transaction code “S.”

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Form 4 Insider Transactions: What Each Field Means →
SEC Form 4
FORM 4UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940
OMB APPROVAL
OMB Number:3235-0287
Estimated average burden
hours per response:0.5
Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).
X
Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.
1. Name and Address of Reporting Person*
Watson Noel Bertram
(Last)(First)(Middle)
C/O AFFIRM HOLDINGS, INC.
221 MAIN ST., FLOOR 6
(Street)
SAN FRANCISCO CALIFORNIA 94105
(City)(State)(Zip)
UNITED STATES
(Country)		2. Issuer Name and Ticker or Trading Symbol
Affirm Holdings, Inc. [ AFRM ] 		5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)
XDirector10% Owner
Officer (give title below)Other (specify below)
2a. Foreign Trading Symbol
3. Date of Earliest Transaction (Month/Day/Year)
08/12/2026		6. Individual or Joint/Group Filing (Check Applicable Line)
XForm filed by One Reporting Person
Form filed by More than One Reporting Person
4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3) 2. Transaction Date (Month/Day/Year)2A. Deemed Execution Date, if any (Month/Day/Year)3. Transaction Code (Instr. 8) 4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5) 5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4) 6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeVAmount(A) or (D)Price
Class A Common Stock08/12/2026S2,000(1)D$77.8634,076D
Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned
(e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3) 2. Conversion or Exercise Price of Derivative Security 3. Transaction Date (Month/Day/Year)3A. Deemed Execution Date, if any (Month/Day/Year)4. Transaction Code (Instr. 8) 5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5) 6. Date Exercisable and Expiration Date (Month/Day/Year)7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4) 8. Price of Derivative Security (Instr. 5) 9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4) 10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 11. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeV(A)(D)Date ExercisableExpiration DateTitleAmount or Number of Shares
Explanation of Responses:
1. The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on December 2, 2025.
Remarks:
/s/ Josh Samples, Attorney-in-Fact08/14/2026
** Signature of Reporting PersonDate
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)

Source: View Original Filing on SEC EDGAR