AppFolio (NASDAQ: APPF) 10% owner sells 8,056 shares under 10b5-1 plan
Rhea-AI Filing Summary
APPFOLIO INC (APPF) reported that 10% owner Maurice J. Duca disclosed open-market sales totaling 8,056 shares of Class A Common Stock on August 18–19, 2026. Trades were executed from both direct holdings and indirect holdings through a family trust and a pension trust. The reported per-share prices, many as weighted averages, ranged from about $197.50 to $211.67. The sales were made pursuant to a Rule 10b5-1 trading plan adopted on March 13, 2026. For the pension trust positions, Duca is sole trustee with voting and dispositive power but reports no pecuniary interest.
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Insights
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Insider Trade Summary 10b5-1
Net Seller: 8,056 shares
Net Sell
30 txns
Insider
DUCA MAURICE J
Role
10% Owner
Sold
8,056 shs ($1.64M)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock F1 | 22 | $202.61 | $4K |
| Sale | Class A Common Stock F1 | 22 | $203.98 | $4K |
| Sale | Class A Common Stock F1, F12 | 38 | $206.46 | $8K |
| Sale | Class A Common Stock F1 | 7 | $207.27 | $1K |
| Sale | Class A Common Stock F1, F13 | 44 | $209.12 | $9K |
| Sale | Class A Common Stock F1, F14 | 66 | $211.18 | $14K |
| Sale | Class A Common Stock F1, F2 | 15 | $197.84 | $3K |
| Sale | Class A Common Stock F1, F3 | 18 | $198.89 | $4K |
| Sale | Class A Common Stock F1, F4 | 42 | $200.29 | $8K |
| Sale | Class A Common Stock F1, F5 | 64 | $201.49 | $13K |
| Sale | Class A Common Stock F1, F6 | 41 | $202.77 | $8K |
| Sale | Class A Common Stock F1, F7 | 314 | $203.87 | $64K |
| Sale | Class A Common Stock F1, F8 | 113 | $204.98 | $23K |
| Sale | Class A Common Stock F1, F9 | 50 | $205.95 | $10K |
| Sale | Class A Common Stock F1, F2 | 35 | $197.81 | $7K |
| Sale | Class A Common Stock F1, F3 | 45 | $198.90 | $9K |
| Sale | Class A Common Stock F1, F4 | 102 | $200.29 | $20K |
| Sale | Class A Common Stock F1, F5 | 160 | $201.49 | $32K |
| Sale | Class A Common Stock F1, F6 | 100 | $202.77 | $20K |
| Sale | Class A Common Stock F1, F7 | 755 | $203.88 | $154K |
| Sale | Class A Common Stock F1, F8 | 281 | $204.98 | $58K |
| Sale | Class A Common Stock F1, F9 | 122 | $205.95 | $25K |
| Sale | Class A Common Stock F1, F2, F10 | 123 | $197.80 | $24K |
| Sale | Class A Common Stock F1, F11, F10 | 164 | $198.90 | $33K |
| Sale | Class A Common Stock F1, F4, F10 | 356 | $200.29 | $71K |
| Sale | Class A Common Stock F1, F5, F10 | 576 | $201.49 | $116K |
| Sale | Class A Common Stock F1, F6, F10 | 359 | $202.77 | $73K |
| Sale | Class A Common Stock F1, F7, F10 | 2,588 | $203.88 | $528K |
| Sale | Class A Common Stock F1, F8, F10 | 1,000 | $204.98 | $205K |
| Sale | Class A Common Stock F1, F9, F10 | 434 | $205.95 | $89K |
Holdings After Transaction:
Class A Common Stock — 31,005 shares (Direct);
Class A Common Stock — 45,132 shares (Indirect, By Pension Trust);
Class A Common Stock — 11,225 shares (Indirect, By Family Trust)
Footnotes (14)
- F1. Sales made pursuant to a 10b5-1 trading plan previously adopted by the Reporting Person on March 13, 2026.
- F2. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $197.50 to $198.38, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F3. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $198.825 to $199.01, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F4. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $199.98 to $200.68, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F5. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $201.03 to $201.95, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F6. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $202.23 to $203.00, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F7. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $203.355 to $204.29, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F8. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $204.49 to $205.46, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F9. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $205.495 to $206.14, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F10. These shares of Class A Common Stock ("Class A Shares") are held by a pension trust of which the Reporting Person is the sole trustee and who, in that capacity, possesses sole voting and sole dispositive power over these Class A Shares. However, the Reporting Person does not possess any pecuniary interest in these Class A Shares.
- F11. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $198.825 to $199.10, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F12. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $206.05 to $207.03, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F13. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $209.01 to $209.22, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
- F14. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $210.94 to $211.67, inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
Key Figures
Total shares sold: 8,056 shares
Number of sale transactions: 30
Lowest price range: $197.50–$198.38 per share
+2 more
5 metrics
Total shares sold
8,056 shares
Aggregate of all reported Class A Common Stock sales on August 18–19, 2026
Number of sale transactions
30
Non-derivative transactions reported in this Form 4
Lowest price range
$197.50–$198.38 per share
Weighted-average price range for certain August 18, 2026 sales (footnote F2)
Highest price range
$210.94–$211.67 per share
Weighted-average price range for certain August 19, 2026 sales (footnote F14)
10b5-1 plan adoption date
March 13, 2026
Date Maurice J. Duca adopted the trading plan covering these sales (footnote F1)
Key Terms
Rule 10b5-1 trading plan, weighted average price, Family Trust, Pension Trust, +1 more
5 terms
Rule 10b5-1 trading plan regulatory
"Sales made pursuant to a 10b5-1 trading plan previously 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.
weighted average price financial
"This price reflects the weighted average price at which these shares"
Weighted average price is the average price of a security where each trade or component is counted according to its size, so bigger trades pull the average more than smaller ones. Think of it like calculating the average cost of a grocery haul where items you bought more of have greater influence on the final per-item cost. Investors use it to understand the true average price paid or received, judge execution quality, and compare trading performance against market movement.
Family Trust financial
"indirect holdings described as By Family Trust"
Pension Trust financial
"shares of Class A Common Stock are held by a pension trust"
pecuniary interest financial
"the Reporting Person does not possess any pecuniary interest in these"
FAQ
Over what dates did the APPF (AppFolio) insider sales occur?
The reported sales of APPF Class A Common Stock occurred on August 18, 2026 and August 19, 2026, as disclosed in the Form 4.
Were the APPF (AppFolio) insider sales made under a Rule 10b5-1 plan?
Yes. A footnote states the sales were made pursuant to a Rule 10b5-1 trading plan previously adopted by Maurice J. Duca on March 13, 2026.
How were Maurice J. Duca’s APPF holdings characterized in this Form 4?
The Form 4 reports sales from direct holdings, from a family trust, and from a pension trust. For the pension trust, Duca is sole trustee with sole voting and dispositive power but has no pecuniary interest in those shares.
Does this APPF Form 4 disclose any derivative security transactions?
No. The transaction data and summary indicate no derivative security transactions (no option exercises or conversions); all 30 reported transactions involve non-derivative Class A Common Stock sales.
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