Ethos Technologies (LIFE) CEO sells 84K shares under 10b5-1 plan
Rhea-AI Filing Summary
Ethos Technologies Inc. (LIFE) CEO and Secretary Peter George Colis reported a series of equity transactions. On August 19–20, 2026, he converted an aggregate 55,848 shares of Class B Common Stock into Class A Common Stock, then sold 84,448 shares of Class A in open-market transactions at weighted average prices generally in the low-to-mid $30s per share. The sales were made pursuant to a Rule 10b5-1 trading plan adopted on May 12, 2026. Colis also reports indirect interests in Class B Common Stock convertible into 128,893 and 214,822 Class A shares through trusts, plus 16,948 Class A shares held by the Colis Zhan Family Trust.
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Insights
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Insider Trade Summary 10b5-1
Exercise and sale activity reported; no spread calculated
Exercise and Sale
13 txns
Insider
Colis Peter George
Role
CEO and Secretary
Sold
84,448 shs ($2.80M)
Approx. gross sale proceeds
$2.80M
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock F3, F8, F2 | 24,564 | $33.30 | $818K |
| Sale | Class A Common Stock F3, F9, F2 | 4,036 | $33.85 | $137K |
| Conversion | Class B Common Stock F1 | 27,924 | $0.00 | $0.00 |
| Conversion | Class A Common Stock F1, F2 | 27,924 | -- | -- |
| Sale | Class A Common Stock F3, F6, F2 | 13,180 | $32.60 | $430K |
| Sale | Class A Common Stock F3, F7, F2 | 14,744 | $33.23 | $490K |
| Conversion | Class B Common Stock F1 | 27,924 | $0.00 | $0.00 |
| Conversion | Class A Common Stock F1, F2 | 27,924 | -- | -- |
| Sale | Class A Common Stock F3, F4, F2 | 23,653 | $32.89 | $778K |
| Sale | Class A Common Stock F3, F5, F2 | 4,271 | $33.61 | $144K |
| holding | Class B Common Stock F1, F12 | -- | -- | -- |
| holding | Class B Common Stock F1, F13 | -- | -- | -- |
| holding | Class A Common Stock F10, F11 | -- | -- | -- |
Holdings After Transaction:
Class B Common Stock — 6,154,681 shares (Direct);
Class A Common Stock — 1,537,360 shares (Direct);
Class B Common Stock — 343,715 shares (Indirect, by trust);
Class A Common Stock — 16,948 shares (Indirect, by trust)
Footnotes (13)
- F1. Each share of Class B Common Stock held by the Reporting Person will automatically convert into one share of Class A Common Stock upon the sale or transfer of such share of Class B Common Stock, subject to certain exceptions, and in certain other circumstances described in the Issuer's amended and restated certificate of incorporation. Each share of Class B Common Stock is convertible at any time at the option of the Reporting Person into one share of Class A Common Stock. The Class B Common Stock has no expiration.
- F2. Includes shares issuable on settlement of restricted stock units.
- F3. This transaction was made pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on May 12, 2026, and occurred pursuant to the pre-established terms of such plan rather than as a result of a discretionary decision by the Reporting Person to sell shares at that time.
- F4. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $32.37 to $33.36 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. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $33.37 to $34.20 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. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $31.845 to $32.84 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. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $32.845 to $33.82 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. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $32.68 to $33.62 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. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $33.685 to $34.00 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.
- F10. The securities held by the Reporting Person reported herein reflect the receipt of securities pursuant to pro rata distributions in kind, for no additional consideration. The receipt of such securities by the Reporting Person was not required to be reported pursuant to Section 16 by virtue of the exemption from reporting pursuant to Rule 16a-9.
- F11. The shares are held by the Colis Zhan Family Trust (the "Trust"). The Reporting Person is a trustee of the Trust.
- F12. Shares held by John N. Colis, not individually, but solely as Trustee of the Peter G. Colis Family Trust U/A/D 7/4/2021.
- F13. Shares held by Cresset Trust Company, a South Dakota-charted public trust company solely as Trustee of the PGC Beta Trust U/A/D 10/18/2024.
Key Figures
Class A shares sold: 84,448 shares
Class B shares converted: 55,848 shares
Sale price example (August 19): $32.8900 per share
+4 more
7 metrics
Class A shares sold
84,448 shares
Aggregate sales of Class A Common Stock reported for August 19–21, 2026
Class B shares converted
55,848 shares
Total Class B Common Stock converted into Class A on August 19–20, 2026
Sale price example (August 19)
$32.8900 per share
Weighted average price for one block of Class A sales on August 19, 2026
Sale price example (August 21)
$33.8500 per share
Weighted average price for one block of Class A sales on August 21, 2026
Underlying Class A via one trust
128,893 shares
Class A shares underlying indirectly held Class B Common Stock via trust
Underlying Class A via second trust
214,822 shares
Additional Class A shares underlying indirectly held Class B Common Stock via trust
Indirect Class A holding
16,948 shares
Class A Common Stock held by the Colis Zhan Family Trust
Key Terms
Rule 10b5-1 trading plan, Class B Common Stock, restricted stock units, weighted average price, +1 more
5 terms
Rule 10b5-1 trading plan regulatory
"This transaction was made 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.
Class B Common Stock financial
"Each share of Class B Common Stock held by the Reporting Person"
A class B common stock is one of multiple types of a company’s ordinary shares that carries specific rights—often different voting power or dividend priority—compared with other classes. For investors it matters because those differences affect how much influence you have over company decisions, the income you might receive, and how freely the shares trade; think of it like owning a car with different keys: some keys let you start the engine and open the trunk, others only unlock the door.
restricted stock units financial
"Includes shares issuable on settlement of restricted stock units."
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.
weighted average price financial
"The price reported is a weighted average price. 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.
pro rata distributions in kind financial
"reflect the receipt of securities pursuant to pro rata distributions in kind"
FAQ
What did LIFE insider Peter George Colis report in this Form 4?
He reported converting an aggregate 55,848 Class B shares into Class A Common Stock on August 19–20, 2026, and selling 84,448 Class A shares in open-market transactions at weighted average prices in the low-to-mid $30s per share.
At what prices did the LIFE CEO sell Class A Common Stock?
Reported weighted average sale prices included about $32.89 and $33.61 on August 19, $32.60 and $33.23 on August 20, and $33.30 and $33.85 on August 21, 2026, with detailed price ranges disclosed in the footnotes.
Were the LIFE stock sales by Peter George Colis under a Rule 10b5-1 plan?
Yes. A footnote states the transactions marked with that note were made pursuant to a Rule 10b5-1 trading plan adopted on May 12, 2026, and occurred under its pre-established terms.
What indirect LIFE equity interests does Peter George Colis report?
He reports indirect interests in Class B Common Stock convertible into 128,893 and 214,822 Class A shares through trusts, and 16,948 Class A shares held by the Colis Zhan Family Trust, where he serves as trustee.
AI-generated analysis. How Rhea-AI works. Not financial advice.
