Peter George Colis, CEO, Secretary, and Director of Ethos Technologies Inc. (NASDAQ:LIFE), filed a Form 4 on September 18, 2026, disclosing a series of Class B Common Stock conversions and Class A Common Stock sales spanning September 16 through September 18, 2026.

Key Highlights

  • Three-day conversion activity: Colis converted 23,334 shares of Class B Common Stock on September 16, 23,333 on September 17, and 23,333 on September 18, each at $0, into Class A Common Stock.
  • Shares sold across six sale transactions: A total of 69,000 Class A shares were disposed of across the three days at weighted average prices ranging from $35.98 to $40.35 per share.
  • Rule 10b5-1 plan: All sales were made pursuant to a Rule 10b5-1 trading plan adopted by Colis on May 12, 2026.
  • Remaining direct ownership: Following all reported transactions, Colis directly held 1,537,360 shares of Class A Common Stock, including shares issuable on settlement of restricted stock units.
  • Indirect holdings: Colis also holds 28,249 Class A shares indirectly through the Colis Zhan Family Trust, of which he is a trustee.
  • Class B shares remaining: After the three conversion transactions, Colis directly held 6,084,681 shares of Class B Common Stock.

Colis Converts Class B and Sells Class A Shares Under Pre-Established Trading Plan

According to the filing, Peter George Colis, serving as CEO and Secretary and identified as a Director of Ethos Technologies Inc., executed a sequence of transactions between September 16 and September 18, 2026. On each of the three days, a block of Class B Common Stock was converted into Class A Common Stock at a conversion price of $0. The filing states that each share of Class B Common Stock "will automatically convert into one share of Class A Common Stock upon the sale or transfer of such share," and is also "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, according to the filing.

Following each day's conversion, Colis disposed of Class A shares in multiple open-market sale transactions. On September 16, 21,363 shares were sold at a weighted average price of $39.77 (ranging from $39.20 to $40.16) and 1,971 shares at a weighted average of $40.35 (ranging from $40.25 to $40.58). On September 17, sales included 1,900 shares at $37.69, 21,118 shares at $38.94, and 315 shares at $39.67. On September 18, 7,190 shares were sold at $35.98, 9,648 shares at $37.05, and 6,495 shares at $37.52. The filing notes that all prices reported are weighted averages across multiple intraday transactions, and that full pricing detail is available upon request.

The filing indicates all sales were executed pursuant to a Rule 10b5-1 trading plan adopted 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." In addition to direct holdings, the filing reports indirect beneficial ownership through the Colis Zhan Family Trust (28,249 Class A shares), the Peter G. Colis Family Trust (128,893 Class A shares underlying Class B), and the PGC Beta Trust (214,822 Class A shares underlying Class B). The Form 4 was signed by Charlie York as Attorney-in-Fact on September 18, 2026.

What Was Disclosed

The filing reports conversions of 70,000 Class B shares into Class A shares and sales of 69,000 Class A shares by Ethos Technologies CEO Peter George Colis over September 16-18, 2026, all under a pre-established Rule 10b5-1 plan adopted May 12, 2026.