Ethos Technologies CEO sells 70K shares
Rhea-AI Filing Summary
Ethos Technologies Inc. (LIFE) reports that CEO and Secretary Peter George Colis converted Class B Common Stock into an equal number of Class A shares and sold 70,000 Class A shares between September 16 and 18, 2026 at weighted-average prices in the mid-to-high $30s.
The conversions and sales were made pursuant to a Rule 10b5-1 trading plan adopted on May 12, 2026. Colis continues to have indirect interests through family trusts, including Class B shares convertible into Class A and 28,249 Class A shares held by the Colis Zhan Family Trust.
Positive
- None.
Negative
- None.
Insider Trade Summary 10b5-1
Exercise and sale activity reported; no spread calculated
Exercise and Sale
17 txns
Insider
Colis Peter George
Role
CEO and Secretary
Sold
70,000 shs ($2.70M)
Approx. gross sale proceeds
$2.70M
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Conversion | Class B Common Stock F1 | 23,333 | $0.00 | $0.00 |
| Conversion | Class A Common Stock F1, F2 | 23,333 | -- | -- |
| Sale | Class A Common Stock F3, F8, F2 | 7,190 | $35.98 | $259K |
| Sale | Class A Common Stock F3, F9, F2 | 9,648 | $37.05 | $357K |
| Sale | Class A Common Stock F3, F10, F2 | 6,495 | $37.52 | $244K |
| Conversion | Class B Common Stock F1 | 23,333 | $0.00 | $0.00 |
| Conversion | Class A Common Stock F1, F2 | 23,333 | -- | -- |
| Sale | Class A Common Stock F3, F6, F2 | 1,900 | $37.69 | $72K |
| Sale | Class A Common Stock F3, F7, F2 | 21,118 | $38.94 | $822K |
| Sale | Class A Common Stock F3, F2 | 315 | $39.67 | $12K |
| Conversion | Class B Common Stock F1 | 23,334 | $0.00 | $0.00 |
| Conversion | Class A Common Stock F1, F2 | 23,334 | -- | -- |
| Sale | Class A Common Stock F3, F4, F2 | 21,363 | $39.77 | $850K |
| Sale | Class A Common Stock F3, F5, F2 | 1,971 | $40.35 | $80K |
| holding | Class B Common Stock F1, F13 | -- | -- | -- |
| holding | Class B Common Stock F1, F14 | -- | -- | -- |
| holding | Class A Common Stock F11, F12 | -- | -- | -- |
Holdings After Transaction:
Class B Common Stock — 6,084,681 contracts (Direct);
Class A Common Stock — 1,537,360 shares (Direct);
Class B Common Stock — 343,715 contracts (Indirect, by trust);
Class A Common Stock — 28,249 shares (Indirect, By trust)
Footnotes (14)
- 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 $39.20 to $40.16 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 $40.25 to $40.58 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.
- F6. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $37.465 to $37.89 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 $38.505 to $39.25 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 $35.34 to $36.305 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 $36.395 to $37.39 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 price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $37.395 to $37.80 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. 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.
- F12. The shares are held by the Colis Zhan Family Trust (the "Trust"). The Reporting Person is a trustee of the Trust.
- F13. 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.
- F14. 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: 70,000 shares
Shares converted from Class B to Class A: 70,000 shares
Sale on September 16, 2026 at $39.77: 21,363 shares at $39.77 per share
+5 more
8 metrics
Class A shares sold
70,000 shares
Total net shares sold across all reported sales in the period
Shares converted from Class B to Class A
70,000 shares
Total underlying shares in three derivative conversions (Class B to Class A)
Sale on September 16, 2026 at $39.77
21,363 shares at $39.77 per share
Open-market or private sale of Class A Common Stock
Sale on September 16, 2026 at $40.35
1,971 shares at $40.35 per share
Open-market or private sale of Class A Common Stock
Sale on September 17, 2026 at $38.94
21,118 shares at $38.94 per share
Open-market or private sale of Class A Common Stock
Sale on September 18, 2026 at $35.98
7,190 shares at $35.98 per share
Open-market or private sale of Class A Common Stock
Indirect Class A shares held by Colis Zhan Family Trust
28,249 shares
Indirect Class A holding reported with a post-transaction amount entry
Underlying Class A shares for one trust-held Class B position
128,893 shares
Underlying Class A Common Stock for indirect Class B holdings held by a family trust
Key Terms
Rule 10b5-1 trading plan, weighted average price, restricted stock units, pro rata distributions in kind, +2 more
6 terms
Rule 10b5-1 trading plan regulatory
"This transaction was made 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 price financial
"The price reported is a weighted average price"
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.
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.
pro rata distributions in kind financial
"receipt of securities pursuant to pro rata distributions in kind"
Section 16 regulatory
"not required to be reported pursuant to Section 16"
Section 16 is a U.S. securities law rule that governs the trading and disclosure obligations of company insiders — typically officers, directors and large shareholders — to promote transparency and deter unfair profit-taking. It requires insiders to publicly report their stock trades and allows companies or the issuer to reclaim quick, short-term profits from certain insider trades, like a scoreboard and a refund policy that help investors see and limit possible insider advantage.
amended and restated certificate of incorporation regulatory
"described in the Issuer's amended and restated certificate of incorporation"
A company’s amended and restated certificate of incorporation is an updated version of its foundational legal charter that replaces the older document and folds in all changes into one clear copy; it spells out corporate structure, classes of stock, shareholder rights and key governance rules. Investors care because it can change who controls the company, how votes are counted, what claims shareholders have on assets or dividends, and can introduce or remove protections against takeovers—like updating a house title after a major renovation to show who owns what and under what rules.
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
What insider transactions did LIFE CEO Peter George Colis report in this Form 4?
He reported converting Class B Common Stock into Class A Common Stock and selling 70,000 Class A shares on September 16–18, 2026, all in open-market or private transactions described as sales at weighted-average prices in the mid-to-high $30s per share.
Were the LIFE CEO’s September 2026 stock sales under a Rule 10b5-1 plan?
Yes. A footnote states the sales were made pursuant to a Rule 10b5-1 trading plan adopted by Peter George Colis on May 12, 2026, and occurred according to its pre-established terms rather than a discretionary decision at the time of sale.
Do the LIFE Form 4 footnotes mention restricted stock units (RSUs)?
Yes. A footnote explains that the reported holdings include shares issuable on settlement of restricted stock units, meaning some of the total reported position reflects RSUs that will settle into Class A shares in the future.
AI-generated analysis. How Rhea-AI works. Not financial advice.
