REIFF MELISSA 4

What Happened
Melissa Reiff, a director of Etsy Inc. (ETSY), exercised 3,855 stock options (transaction code M) at $61.25 per share (cost $236,119) on July 15, 2026 and promptly sold the 3,855 resulting shares in an open-market sale (transaction code S) at $85.00 per share for total proceeds of $327,675. The exercise and sale were executed under a pre-established Rule 10b5-1 trading plan.

Key Details

• Transaction dates: July 15, 2026 (exercise and sale); Form 4 filed July 17, 2026 (timely).
• Exercise price / cost: $61.25 per share; total exercise cost $236,119.
• Sale price / proceeds: $85.00 per share; total proceeds $327,675.
• Net difference (proceeds minus exercise cost): ≈ $91,556 (pre-tax).
• Shares involved: 3,855 shares were exercised and sold.
• Shares owned after transaction: not disclosed in the provided filing.
• Footnotes: The trade was made pursuant to a Rule 10b5-1 plan adopted Aug 4, 2025 (F1); the option was fully vested and immediately exercisable (F2).
• Transaction types: M = option exercise; S = open-market sale.

Context

• This was an exercise followed by an immediate sale of all shares (commonly a cashless exercise), which converts option value into cash rather than indicating a long-term buy signal.
• The sale was executed under a 10b5-1 plan, meaning the trades were prearranged and typically designed to comply with insider trading rules.
• The filing contains factual transaction info only and does not state Reiff’s motivations.