Ethos (LIFE) CEO Peter Colis Sells 84,448 Shares

What Happened

• Peter Colis, Ethos Technologies Inc. (LIFE) CEO, Secretary and a director, sold a total of 84,448 shares in open-market transactions across August 19–21, 2026. The sales were reported at weighted-average prices of $32.89, $33.61 (8/19); $32.60, $33.23 (8/20); and $33.30, $33.85 (8/21), generating roughly $2.80 million in proceeds. The filing also shows conversions of derivative securities (27,924 shares reported on 8/19 and again on 8/20) consistent with conversion of Class B common into Class A common stock (see footnote F1).

Key Details

• Transaction dates and reported sale tranches:
  • 2026-08-19: 23,653 @ $32.89 and 4,271 @ $33.61 (proceeds ≈ $921,495 total for the day)
  • 2026-08-20: 13,180 @ $32.60 and 14,744 @ $33.23 (proceeds ≈ $919,611)
  • 2026-08-21: 24,564 @ $33.30 and 4,036 @ $33.85 (proceeds ≈ $954,600)
• Total sold: 84,448 shares for aggregate proceeds of about $2,795,706.
• Shares acquired via conversion: 27,924 shares reported as converted on 8/19 and 27,924 on 8/20 (derivative/conversion entries appear in the filing; some derivative dispositions are reported at $0 reflecting conversion mechanics) — see footnote F1 for Class B→A conversion rules.
• Ownership after transaction: Not specified in the provided summary of the filing.
• Notable footnotes:
  • F1: Class B common stock converts to Class A under certain conditions; Class B is convertible at the holder’s option.
  • F3: At least some sales were made pursuant to a pre-established Rule 10b5-1 trading plan adopted May 12, 2026 (non-discretionary).
  • Several footnotes (F4–F9) note that reported prices are weighted averages across multiple transactions and provide the ranges for those tranches.
  • F11–F13 indicate some shares are held via family trusts with the reporting person serving as trustee.
• Filing timeliness: Form 4 was filed on 2026-08-21. Transactions from Aug 19–21 were reported on that filing date and the filing appears timely under Form 4 rules.

Context

• The filing shows conversions of derivative securities (Class B → Class A) followed by sales; derivative line items reported at $0 reflect conversion mechanics rather than additional cash proceeds.
• Some sales were executed under a Rule 10b5-1 plan (pre-arranged automatic sales), which means at least part of the selling was pre-planned rather than a discretionary decision by the insider.
• Sales by insiders are common and can reflect many reasons (liquidity, diversification, taxes). This summary is factual and does not interpret motive.