Ethos Technologies CEO Colis sells 120,000 shares

The CEO's reported sales followed pre-established Rule 10b5-1 plan terms adopted May 12, 2026.

Rhea-AI Filing Summary

Ethos Technologies Inc. (LIFE) CEO and Secretary Peter George Colis converted 40,000 Class B shares into 40,000 Class A shares on each of October 14, 2026, October 15, 2026, and October 16, 2026, and sold 120,000 Class A shares across those dates. The sales were made under a Rule 10b5-1 trading plan adopted May 12, 2026, and followed its pre-established terms. The reported weighted-average sale prices for separate tranches were $38.94 and $39.58 on October 14; $37.64, $38.52, and $39.12 on October 15; and $37.68 and $38.32 on October 16.

The report also lists 28,249 Class A shares held by the Colis Zhan Family Trust, of which Colis is a trustee. It lists two trust-held Class B positions convertible into 128,893 and 214,822 underlying Class A shares; the named trustees are John N. Colis for the Peter G. Colis Family Trust and Cresset Trust Company for PGC Beta Trust, respectively.

Insider Trade Summary 10b5-1

Exercise and sale activity reported; no spread calculated

Exercise and Sale 16 txns

Insider Colis Peter George

Role CEO and Secretary

Sold 120,000 shs ($4.61M)

Approx. gross sale proceeds $4.61M

Type	Security	Shares	Price	Value
Conversion	Class B Common Stock F1	40,000	$0.00	$0.00
Conversion	Class A Common Stock F1, F2	40,000	--	--
Sale	Class A Common Stock F3, F9, F2	34,468	$37.68	$1.30M
Sale	Class A Common Stock F3, F10, F2	5,532	$38.32	$212K
Conversion	Class B Common Stock F1	40,000	$0.00	$0.00
Conversion	Class A Common Stock F1, F2	40,000	--	--
Sale	Class A Common Stock F3, F6, F2	8,165	$37.64	$307K
Sale	Class A Common Stock F3, F7, F2	31,435	$38.52	$1.21M
Sale	Class A Common Stock F3, F8, F2	400	$39.12	$16K
Conversion	Class B Common Stock F1	40,000	$0.00	$0.00
Conversion	Class A Common Stock F1, F2	40,000	--	--
Sale	Class A Common Stock F3, F4, F2	31,900	$38.94	$1.24M
Sale	Class A Common Stock F3, F5, F2	8,100	$39.58	$321K
holding	Class B Common Stock F1, F12	--	--	--
holding	Class B Common Stock F1, F13	--	--	--
holding	Class A Common Stock F11	--	--	--

Holdings After Transaction: Class B Common Stock — 5,964,681 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 (13)

1. 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.
2. F2. Includes shares issuable on settlement of restricted stock units.
3. 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.
4. F4. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $38.34 to $39.31 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.
5. F5. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $39.36 to $39.81 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.
6. F6. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $37.04 to $38.035 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.
7. F7. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $38.04 to $38.95 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.
8. F8. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $39.065 to $39.135 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.
9. F9. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $37.205 to $38.195 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.
10. F10. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $38.21 to $38.47 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.
11. F11. The shares are held by the Colis Zhan Family Trust (the "Trust"). The Reporting Person is a trustee of the Trust.
12. 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.
13. 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: 120,000 shares Class A shares received from conversion: 40,000 shares on each of October 14, October 15, and October 16, 2026 Weighted-average sale prices: 31,900 shares at $38.94 and 8,100 shares at $39.58 +5 more

8 metrics

Class A shares sold 120,000 shares Across October 14–16, 2026; reported in seven sale transactions

Class A shares received from conversion 40,000 shares on each of October 14, October 15, and October 16, 2026 One-for-one conversions from Class B Common Stock

Weighted-average sale prices 31,900 shares at $38.94 and 8,100 shares at $39.58 Separate sale tranches on October 14, 2026

Weighted-average sale prices 8,165 shares at $37.64, 31,435 shares at $38.52, and 400 shares at $39.12 Separate sale tranches on October 15, 2026

Weighted-average sale prices 34,468 shares at $37.68 and 5,532 shares at $38.32 Separate sale tranches on October 16, 2026

Class A shares held by Colis Zhan Family Trust 28,249 shares Trust holding reported on October 14, 2026; Peter George Colis is a trustee

Underlying Class A shares associated with Peter G. Colis Family Trust 128,893 shares Class B position; John N. Colis is identified as trustee

Underlying Class A shares associated with PGC Beta Trust 214,822 shares Class B position; Cresset Trust Company is identified as trustee

Key Terms

Rule 10b5-1 trading plan, weighted average price, restricted stock units

3 terms

Rule 10b5-1 trading plan regulatory

"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.

FAQ

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

How many shares did LIFE CEO Peter George Colis sell, and at what prices?

Peter George Colis sold 120,000 Class A shares across October 14, 2026, October 15, 2026, and October 16, 2026, under a Rule 10b5-1 plan adopted May 12, 2026. Reported weighted-average prices for the separate sale tranches were $38.94 and $39.58 on October 14; $37.64, $38.52, and $39.12 on October 15; and $37.68 and $38.32 on October 16.

How did LIFE's Class B share conversions work?

The report lists 40,000 Class B shares converted into 40,000 Class A shares on each of October 14, 2026, October 15, 2026, and October 16, 2026. Each Class B share is convertible at any time at the reporting person's option into one Class A share; automatic conversion also applies upon sale or transfer, subject to certain exceptions, and in other circumstances described in the issuer's amended and restated certificate of incorporation.

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

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Available on EDGAR 10/16/2026 - 05:45 PM EDT Accepted by SEC EDGAR 10/16/2026 - 05:45 PM EDT 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^*

Colis Peter George

(Last) (First) (Middle)

C/O ETHOS TECHNOLOGIES INC.

1606 HEADWAY CIRCLE #9013

(Street)

AUSTIN TEXAS 78754

(City) (State) (Zip)

UNITED STATES

(Country)

2. Issuer Name and Ticker or Trading Symbol
Ethos Technologies Inc. [ LIFE ]

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

X	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	CEO and Secretary

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
10/14/2026

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
Class A Common Stock	10/14/2026		C		40,000	A	(1)	1,577,360(2)	D
Class A Common Stock	10/14/2026		S(3)		31,900	D	$38.94(4)	1,545,460(2)	D
Class A Common Stock	10/14/2026		S(3)		8,100	D	$39.58(5)	1,537,360(2)	D
Class A Common Stock	10/15/2026		C		40,000	D	(1)	1,577,360(2)	D
Class A Common Stock	10/15/2026		S(3)		8,165	D	$37.64(6)	1,569,195(2)	D
Class A Common Stock	10/15/2026		S(3)		31,435	D	$38.52(7)	1,537,760(2)	D
Class A Common Stock	10/15/2026		S(3)		400	D	$39.12(8)	1,537,360(2)	D
Class A Common Stock	10/16/2026		C		40,000	A	(1)	1,577,360(2)	D
Class A Common Stock	10/16/2026		S(3)		34,468	D	$37.68(9)	1,542,892(2)	D
Class A Common Stock	10/16/2026		S(3)		5,532	D	$38.32(10)	1,537,360(2)	D
Class A Common Stock								28,249	I	by trust(11)

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
Class B Common Stock	(1)	10/14/2026		C			40,000	(1)	(1)	Class A Common Stock	40,000	$0	6,044,681	D
Class B Common Stock	(1)	10/15/2026		C			40,000	(1)	(1)	Class A Common Stock	40,000	$0	6,004,681	D
Class B Common Stock	(1)	10/16/2026		C			40,000	(1)	(1)	Class A Common Stock	40,000	$0	5,964,681	D
Class B Common Stock	(1)							(1)	(1)	Class A Common Stock	128,893		128,893	I	by trust(12)
Class B Common Stock	(1)							(1)	(1)	Class A Common Stock	214,822		214,822	I	by trust(13)

Explanation of Responses:

1. 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.

2. Includes shares issuable on settlement of restricted stock units.

3. 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.

4. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $38.34 to $39.31 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.

5. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $39.36 to $39.81 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.

6. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $37.04 to $38.035 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.

7. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $38.04 to $38.95 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.

8. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $39.065 to $39.135 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.

9. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $37.205 to $38.195 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.

10. The price reported is a weighted average price. These shares were sold in multiple transactions at prices ranging from $38.21 to $38.47 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.

11. The shares are held by the Colis Zhan Family Trust (the "Trust"). The Reporting Person is a trustee of the Trust.

12. 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.

13. 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.

	/s/ Charlie York, Attorney-in-Fact	10/16/2026
	** 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)