Sell4

Ethos Technologies Inc.

LIFE

Total Value

$4.6M

Net $4.6M sold

Filing Date

Oct 16, 2026

7 transactions

Sales

$4.6M

7 transactions

Trade Summary

On Oct 14, 2026 through Oct 16, 2026, Colis Peter George, Insider, sold $4.6M of Ethos Technologies Inc. (LIFE) across 7 transactions. The filing covers Class A Common Stock and reflects net selling of $4.6M. Reported prices ranged from $37.64 to $39.58. Insider transactions are sourced from SEC Form 4 disclosures and should be reviewed alongside company fundamentals and the insider's broader trading history.

Price at the Time of the Trade

LIFE daily price with the insider's sale marked at $38.39.

Sold near the 6-month high · the stock trades 2% lower today.

Price data is delayed and provided for context only — not investment advice.

Insider Information

Name: Colis Peter George
Role: Insider
Location: AUSTIN, TX

Filing Details

Filing Date: Oct 16, 2026
Transaction Date: Oct 14, 2026
Accession Number: 0002089362-26-000021
Form Type: 4
Net Trading Amount: -$4.6M

Non-Derivative Transactions

Date	Security	Shares	Price	Type	Value
Oct 14, 2026	Class A Common Stock	40,000	—	C	—
Oct 14, 2026	Class A Common Stock	31,900	$38.94	Sale	$1.2M
Oct 14, 2026	Class A Common Stock	8,100	$39.58	Sale	$320.6K
Oct 15, 2026	Class A Common Stock	40,000	—	C	—
Oct 15, 2026	Class A Common Stock	8,165	$37.64	Sale	$307.3K
Oct 15, 2026	Class A Common Stock	31,435	$38.52	Sale	$1.2M
Oct 15, 2026	Class A Common Stock	400	$39.12	Sale	$15.6K
Oct 16, 2026	Class A Common Stock	40,000	—	C	—
Oct 16, 2026	Class A Common Stock	34,468	$37.68	Sale	$1.3M
Oct 16, 2026	Class A Common Stock	5,532	$38.32	Sale	$212.0K

Derivative Transactions

Date	Security	Shares	Exercise Price	Type	Value
Oct 14, 2026	LIFE derivative	40,000	—	C	—
Oct 15, 2026	LIFE derivative	40,000	—	C	—
Oct 16, 2026	LIFE derivative	40,000	—	C	—

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Footnotes

(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 $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.
(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.
(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.
(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.
(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.
(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.
(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.
(F11)The shares are held by the Colis Zhan Family Trust (the "Trust"). The Reporting Person is a trustee of the Trust.
(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.
(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.

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).

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

78754

(City)

(State)

(Zip)

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

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

4. If Amendment, Date of Original Filed (Month/Day/Year)

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

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)
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	Code	V	Amount	(A) or (D)	Price		6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
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)
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)	Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares	8. Price of Derivative Security (Instr. 5)		10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
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 as rendered by the SEC from accession 0002089362-26-000021.

Ethos Technologies Inc.

Trade Summary

Price at the Time of the Trade

Company Information

Insider Information

Filing Details

Non-Derivative Transactions

Derivative Transactions

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Footnotes

SEC Form 4

SEC Filing

Price at the Time of the Trade

SEC Form 4