JFrog CEO sells 15,000 shares in planned trade

JFrog Ltd chief executive officer Shlomi Ben Haim reported open-market sales of a total of 15,000 Ordinary Shares on July 8, 2026 under a pre-established Rule 10b5-1 trading plan.

Rhea-AI Filing Summary

JFrog Ltd chief executive officer Shlomi Ben Haim reported open-market sales of a total of 15,000 Ordinary Shares on July 8, 2026 under a pre-established Rule 10b5-1 trading plan. The transactions were executed in multiple trades at weighted average prices in the low-to-mid $90s per share, and he continues to hold a substantial equity position.

Insights

Insider trading analyst

CEO executed a pre-planned sale of 15,000 shares, a small portion of his holdings.

Chief executive officer Shlomi Ben Haim completed open-market sales totaling 15,000 Ordinary Shares of JFrog LtdJuly 8, 2026 at weighted average prices around the mid-$90 range, spread across multiple trades.

A footnote states these transactions were effected pursuant to a Rule 10b5-1 trading plan adopted on February 19, 2026, indicating they were pre-scheduled rather than opportunistic. He continues to hold a large share position after the sales, so this appears to be routine portfolio diversification or liquidity rather than a transformative change in ownership.

Insider Trade Summary 10b5-1

Net Seller: 15,000 shares

Net Sell 3 txns

Insider Shlomi Ben Haim

Role CHIEF EXECUTIVE OFFICER

Sold 15,000 shs ($1.42M)

Type	Security	Shares	Price	Value
Sale	Ordinary Shares F1, F2	5,845	$93.65	$547K
Sale	Ordinary Shares F1, F3	7,755	$94.72	$735K
Sale	Ordinary Shares F1, F4	1,400	$95.42	$134K

Holdings After Transaction: Ordinary Shares — 4,577,237 shares (Direct)

Footnotes (4)

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 February 19, 2026.
2. F2. This transaction was executed in multiple trades at prices ranging from $93.08 to $94.03. The price reported above reflects the weighted average sale price. The Reporting Person undertakes to provide upon request by the staff of the Securities and Exchange Commission, the Issuer, or a security holder of the Issuer, full information regarding the number of shares sold at each separate sale price.
3. F3. This transaction was executed in multiple trades at prices ranging from $94.11 to $95.05. The price reported above reflects the weighted average sale price. The Reporting Person undertakes to provide upon request by the staff of the Securities and Exchange Commission, the Issuer, or a security holder of the Issuer, full information regarding the number of shares sold at each separate sale price.
4. F4. This transaction was executed in multiple trades at prices ranging from $95.12 to $95.83. The price reported above reflects the weighted average sale price. The Reporting Person undertakes to provide upon request by the staff of the Securities and Exchange Commission, the Issuer, or a security holder of the Issuer, full information regarding the number of shares sold at each separate sale price.

Key Figures

Total shares sold: 15,000 shares Sale tranche 1: 1,400 shares at $95.42 Sale tranche 2: 7,755 shares at $94.72 +3 more

6 metrics

Total shares sold 15,000 shares Aggregate Ordinary Shares sold by CEO on July 8, 2026 per transaction summary

Sale tranche 1 1,400 shares at $95.42 Open-market sale of Ordinary Shares on July 8, 2026

Sale tranche 2 7,755 shares at $94.72 Open-market sale of Ordinary Shares on July 8, 2026

Sale tranche 3 5,845 shares at $93.65 Open-market sale of Ordinary Shares on July 8, 2026

10b5-1 plan adoption date February 19, 2026 Date the CEO adopted the Rule 10b5-1 trading plan covering these sales

Price range example $93.08 to $94.03 Intraday price range for one multi-trade transaction; weighted average price reported

Key Terms

Rule 10b5-1 trading plan, weighted average sale price, open-market sale

3 terms

Rule 10b5-1 trading plan regulatory

"The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan"

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 sale price financial

"The price reported above reflects the weighted average sale price."

open-market sale financial

"transaction_action": "open-market sale""

An open-market sale is when a shareholder sells existing shares directly on a public exchange to any willing buyer, rather than through a private deal. Think of it like putting goods on a busy market stall where price is set by supply and demand; for investors it matters because such sales increase available supply, can put short-term downward pressure on the stock price, and signal changes in liquidity or investor confidence.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did JFrog (FROG) CEO Shlomi Ben Haim report in this Form 4?

Shlomi Ben Haim reported open-market sales of 15,000 JFrog Ordinary Shares on July 8, 2026. The trades were executed at weighted average prices in the low-to-mid $90 range per share under a pre-planned Rule 10b5-1 plan.

How many JFrog (FROG) shares did the CEO sell and at what prices?

The CEO sold 15,000 Ordinary Shares of JFrog. Reported weighted average sale prices were $93.65, $94.72, and $95.42 per share, each representing groups of trades executed within specified intraday price ranges around those levels.

When did the JFrog (FROG) CEO’s reported stock sales occur?

All reported sales occurred on July 8, 2026. The Form 4 lists three separate open-market sale entries for that date, each covering multiple trades aggregated into weighted average prices and accompanied by detailed price range disclosures in the footnotes.

Were JFrog (FROG) CEO Shlomi Ben Haim’s share sales under a Rule 10b5-1 plan?

Yes. A footnote states the sales were effected under a Rule 10b5-1 trading plan adopted on February 19, 2026. Such plans pre-schedule trades, reducing the informational significance of short-term timing decisions for investors.

How many JFrog (FROG) shares does the CEO still hold after these transactions?

The Form 4 shows that Shlomi Ben Haim retains a substantial number of Ordinary Shares after these sales. While the filing provides specific post-transaction share counts per line item, it indicates his remaining ownership is still very large relative to the 15,000 shares sold.

What details about trade pricing are disclosed in the JFrog (FROG) Form 4 footnotes?

Footnotes explain each transaction was executed in multiple trades within price ranges, including ranges such as $93.08–$94.03. The reported prices are weighted average sale prices, and full breakdowns are available upon request to the company or regulators.

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

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Accepted by SEC EDGAR 07/10/2026 - 04:15 PM Learn about SEC filing dates

SEC Form 4

FORM 4

UNITED 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^*

Shlomi Ben Haim

(Last) (First) (Middle)

C/O JFROG LTD.

270 E. CARIBBEAN DRIVE

(Street)

SUNNYVALE CALIFORNIA 94089

(City) (State) (Zip)

UNITED STATES

(Country)

2. Issuer Name and Ticker or Trading Symbol
JFrog Ltd [ FROG ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

X	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	CHIEF EXECUTIVE OFFICER

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
07/08/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form 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)
			Code	V	Amount	(A) or (D)	Price
Ordinary Shares	07/08/2026		S(1)		5,845	D	$93.65(2)	4,586,392	D
Ordinary Shares	07/08/2026		S(1)		7,755	D	$94.72(3)	4,578,637	D
Ordinary Shares	07/08/2026		S(1)		1,400	D	$95.42(4)	4,577,237	D

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)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount 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 February 19, 2026.

2. This transaction was executed in multiple trades at prices ranging from $93.08 to $94.03. The price reported above reflects the weighted average sale price. The Reporting Person undertakes to provide upon request by the staff of the Securities and Exchange Commission, the Issuer, or a security holder of the Issuer, full information regarding the number of shares sold at each separate sale price.

3. This transaction was executed in multiple trades at prices ranging from $94.11 to $95.05. The price reported above reflects the weighted average sale price. The Reporting Person undertakes to provide upon request by the staff of the Securities and Exchange Commission, the Issuer, or a security holder of the Issuer, full information regarding the number of shares sold at each separate sale price.

4. This transaction was executed in multiple trades at prices ranging from $95.12 to $95.83. The price reported above reflects the weighted average sale price. The Reporting Person undertakes to provide upon request by the staff of the Securities and Exchange Commission, the Issuer, or a security holder of the Issuer, full information regarding the number of shares sold at each separate sale price.

	/s/ Shanti Ariker, Pursuant to a Power of Attorney	07/10/2026
	** Signature of Reporting Person	Date
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)