AppFolio (APPF) 10% owner Maurice Duca sells 23,900 shares under plan
Rhea-AI Filing Summary
AppFolio Inc. ten percent owner Maurice J. Duca reported open‑market sales of an aggregate 23,900 shares of Class A Common Stock from July 28–30, 2026. The transactions, at per‑share prices generally around $180–$188, were executed under a 10b5‑1 trading plan adopted on March 13, 2026.
Sales involved shares held directly, by a family trust, and by a pension trust where he has sole voting and dispositive power but no pecuniary interest. He also reports 26,667 shares held indirectly through IGSB Cardinal I, LLC, for which he disclaims beneficial ownership except to the extent of any pecuniary interest.
Positive
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Negative
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Insights
Analyzing...
Insider Trade Summary 10b5-1
Net Seller: 23,900 shares
Net Sell
30 txns
Insider
DUCA MAURICE J
Role
10% Owner
Sold
23,900 shs ($4.37M)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock F1, F16 | 389 | $180.13 | $70K |
| Sale | Class A Common Stock F1, F17 | 230 | $181.39 | $42K |
| Sale | Class A Common Stock F1 | 199 | $182.34 | $36K |
| Sale | Class A Common Stock F1, F18 | 178 | $180.13 | $32K |
| Sale | Class A Common Stock F1, F17 | 105 | $181.39 | $19K |
| Sale | Class A Common Stock F1 | 91 | $182.34 | $17K |
| Sale | Class A Common Stock F1, F16, F5 | 624 | $180.13 | $112K |
| Sale | Class A Common Stock F1, F17, F5 | 365 | $181.39 | $66K |
| Sale | Class A Common Stock F1, F5 | 319 | $182.34 | $58K |
| Sale | Class A Common Stock F1, F8 | 900 | $181.07 | $163K |
| Sale | Class A Common Stock F1, F9 | 200 | $183.17 | $37K |
| Sale | Class A Common Stock F1, F10 | 300 | $184.47 | $55K |
| Sale | Class A Common Stock F1, F11 | 900 | $186.05 | $167K |
| Sale | Class A Common Stock F1, F12 | 1,200 | $187.68 | $225K |
| Sale | Class A Common Stock F1 | 1,600 | $180.00 | $288K |
| Sale | Class A Common Stock F1, F13, F5 | 900 | $180.97 | $163K |
| Sale | Class A Common Stock F1, F9, F5 | 200 | $183.17 | $37K |
| Sale | Class A Common Stock F1, F10, F5 | 400 | $184.48 | $74K |
| Sale | Class A Common Stock F1, F11, F5 | 800 | $186.04 | $149K |
| Sale | Class A Common Stock F1, F14, F5 | 2,400 | $187.64 | $450K |
| Sale | Class A Common Stock F1, F15, F5 | 900 | $188.23 | $169K |
| Sale | Class A Common Stock F1, F2 | 1,900 | $180.64 | $343K |
| Sale | Class A Common Stock F1, F3 | 992 | $181.49 | $180K |
| Sale | Class A Common Stock F1, F4 | 608 | $182.97 | $111K |
| Sale | Class A Common Stock F1 | 1,600 | $180.00 | $288K |
| Sale | Class A Common Stock F1, F2, F5 | 1,900 | $180.59 | $343K |
| Sale | Class A Common Stock F1, F6, F5 | 1,000 | $181.54 | $182K |
| Sale | Class A Common Stock F1, F7, F5 | 1,800 | $183.40 | $330K |
| Sale | Class A Common Stock F1, F5 | 900 | $184.00 | $166K |
| holding | Class A Common Stock F19 | -- | -- | -- |
Holdings After Transaction:
Class A Common Stock — 73,662 shares (Direct);
Class A Common Stock — 32,224 shares (Indirect, By Family Trust);
Class A Common Stock — 117,932 shares (Indirect, By Pension Trust);
Class A Common Stock — 26,667 shares (Indirect, By IGSB Cardinal I, LLC)
Footnotes (19)
- 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 $180.00 to $180.98, 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 $181.00 to $181.95, 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.
- 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 $182.74 to $183.18, 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. 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.
- 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 $181.00 to $181.94, 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 $182.91 to $183.81, 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 $180.94 to $181.18, 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 $183.15 to $183.18, 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. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $184.46 to $184.49, 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.
- 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 $185.61 to $186.58, 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 $186.99 to $187.97, 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 $180.34 to $181.18, 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 $186.99 to $187.96, 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.
- F15. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $188.02 to $188.35, 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.
- F16. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $180.00 to $180.95, 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.
- F17. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $181.00 to $181.86, 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.
- F18. This price reflects the weighted average price at which these shares were sold. The shares were sold in multiple transactions at prices ranging from $180.00 to $180.56, 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.
- F19. These Class A Shares are owned by IGSB Cardinal I, LLC, a limited liability company, of which the Reporting Person is the managing member. In that capacity, the Reporting Person possesses sole voting and dispositive power over these Class A Shares. However, the Reporting Person disclaims beneficial ownership in these Class A Shares, except to the extent of any pecuniary interest he may have therein.
Key Figures
Shares sold: 23900 shares
Sale transactions: 29 transactions
Indirect holdings via IGSB Cardinal I, LLC: 26667.0000 shares
+2 more
5 metrics
Shares sold
23900 shares
Aggregate Class A Common Stock sold from July 28–30, 2026
Sale transactions
29 transactions
Non-derivative open-market sales of Class A Common Stock
Indirect holdings via IGSB Cardinal I, LLC
26667.0000 shares
Indirect Class A Common Stock position reported as of July 28, 2026
Direct sale price example
180.6400 per share
Price for a direct sale of 1900 Class A shares on July 28, 2026
Pension trust sale price example
188.2300 per share
Price for an indirect pension trust sale of 900 Class A shares on July 29, 2026
Key Terms
10b5-1 trading plan, weighted average price, pecuniary interest, dispositive power, +1 more
5 terms
10b5-1 trading plan regulatory
"Sales made pursuant to a 10b5-1 trading plan previously adopted"
A 10b5-1 trading plan is a pre-arranged strategy that allows company insiders to buy or sell company stock at set times, regardless of their current knowledge about the company's situation. It acts like a scheduled appointment for trading, helping prevent the appearance of impropriety or insider trading. This plan provides a way for insiders to sell or buy shares in a controlled, transparent manner, offering reassurance to investors about fair trading practices.
weighted average price financial
"This price reflects the weighted average price at which these shares were sold."
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.
pecuniary interest financial
"However, the Reporting Person does not possess any pecuniary interest in these Class A Shares."
dispositive power financial
"possesses sole voting and sole dispositive power over these Class A Shares."
Dispositive power is the authority to decide the final outcome of an asset, legal claim, contract, or corporate action — in effect the power to dispose of or resolve something. For investors it matters because whoever holds that authority can determine who gets paid, who controls an asset or vote, and how risks and returns are allocated; think of it like holding the key that lets you lock in the winner or loser in a deal.
beneficial ownership financial
"The Reporting Person disclaims beneficial ownership in these Class A Shares"
Beneficial ownership means the person or entity that actually enjoys the benefits of owning shares or other assets — such as receiving dividends, voting rights, or price gains — even if the legal title is held in another name. For investors it matters because knowing who truly controls and profits from a company reveals who can influence decisions, exposes potential conflicts of interest or hidden concentration of power, and affects transparency and risk in the stock.
AI-generated analysis. How Rhea-AI works. Not financial advice.
FAQ
What did Maurice J. Duca report in his latest Form 4 for APPF?
Maurice J. Duca, a 10% owner of AppFolio (APPF), reported selling an aggregate 23,900 shares of Class A Common Stock in multiple open‑market transactions from July 28–30, 2026, at prices generally in the $180–$188 range per share.
Were the APPF insider sales made under a 10b5-1 trading plan?
Yes. Footnote F1 states the sales were made pursuant to a 10b5‑1 trading plan previously adopted by Maurice J. Duca on March 13, 2026, indicating the transactions followed a pre‑set arrangement rather than discretionary market timing.
Which entities besides Maurice J. Duca appear in the APPF Form 4?
The Form 4 references a family trust, a pension trust, and IGSB Cardinal I, LLC. The pension trust’s Class A shares are controlled by Duca as sole trustee, but he has no pecuniary interest in them, according to footnote F5.