As of September 17, 2026, the three largest insider holders of SFIX are Capital Advisors (Uk) Ltd. Working (TenPercentOwner, 11.34Mn shares), Capital Advisors (Uk) Ltd. Working (TenPercentOwner, 10.61Mn shares), J William Gurley (Director, 2.23Mn shares).
| # | Insider | Position | Direct | Indirect | Total | Share of Insiders | Last Filed |
|---|---|---|---|---|---|---|---|
| 1 | Capital Advisors (Uk) Ltd. Working | TenPercentOwner | 0 | 10,608,822 | 10,608,822 | 53.3% | 11 Jun, 2025 |
| 2 | J William Gurley | Director | 2,231,673 | 0 | 2,231,673 | 11.2% | 15 Dec, 2025 |
| 3 | Matt Baer | Chief Executive Officer | 1,956,130 | 0 | 1,956,130 | 9.8% | 18 Sep, 2026 |
| 4 | David Aufderhaar | Chief Financial Officer | 1,083,599 | 0 | 1,083,599 | 5.4% | 18 Sep, 2026 |
| 5 | Anthony Bacos | Chief Prod/Technology Officer | 951,994 | 0 | 951,994 | 4.8% | 05 Aug, 2026 |
| 6 | Dan Jedda | Chief Financial Officer | 603,072 | 0 | 603,072 | 3.0% | 15 Mar, 2023 |
| 7 | Sachin Dhawan | Chief Technology Officer | 495,968 | 0 | 495,968 | 2.5% | 16 Jun, 2023 |
| 8 | Casey O'Connor | Chief Legal Officer | 428,903 | 0 | 428,903 | 2.2% | 18 Sep, 2026 |
| 9 | Elizabeth Spaulding | Chief Executive Officer | 371,109 | 0 | 371,109 | 1.9% | 16 Dec, 2022 |
| 10 | Scott Darling | Chief Legal Officer Secr. | 286,694 | 0 | 286,694 | 1.4% | 15 Sep, 2022 |
| 11 | Elizabeth Goodman Williams | Director | 155,419 | 0 | 155,419 | 0.8% | 15 Dec, 2025 |
| 12 | Sharon Mccollam | Director | 148,554 | 0 | 148,554 | 0.7% | 15 Dec, 2025 |
| 13 | Kofi Owusu Amoo-Gottfried | Director | 142,261 | 0 | 142,261 | 0.7% | 15 Dec, 2025 |
| 14 | Sarah Barkema | Chief Accounting Officer | 93,785 | 0 | 93,785 | 0.5% | 13 Sep, 2024 |
| 15 | Timothy G Baxter | Director | 88,678 | 0 | 88,678 | 0.4% | 15 Dec, 2025 |
| 16 | Fiona Tan | Director | 88,678 | 0 | 88,678 | 0.4% | 15 Dec, 2025 |
| 17 | Neal Mohan | Director | 67,034 | 0 | 67,034 | 0.3% | 14 Dec, 2023 |
| 18 | Mike C. Smith | President And Coo | 51,372 | 0 | 51,372 | 0.3% | 16 Dec, 2021 |
| 19 | Mikkel Svane | Director | 40,761 | 0 | 40,761 | 0.2% | 15 Dec, 2022 |
| 20 | Kirsten A. Lynch | Director | 11,989 | 0 | 11,989 | 0.1% | 16 Dec, 2021 |
| 21 | Marka Hansen | Director | 4,016 | 0 | 4,016 | 0.0% | 16 Dec, 2021 |
Each row is that insider’s most recently reported position, from Form 4 filings over the last 60 months — which is why this total does not tie to the quarterly series above, where a quarter counts only the insiders who filed in it. Shares held through a fund or institutional portfolio are counted on the institutional ownership page instead.
| Date | Insider | Position | Transaction | Shares | Price | Value | Shares Held After | Ownership |
|---|---|---|---|---|---|---|---|---|
| 16 Sep, 2026 | David Aufderhaar | Chief Financial Officer | Acquired M | 43,895 | — | — | 1,146,264 | Direct |
| 16 Sep, 2026 | Matt Baer | Chief Executive Officer | Acquired M | 61,452 | — | — | 2,071,192 | Direct |
| 16 Sep, 2026 | Casey O'Connor | Chief Legal Officer | Acquired M | 25,284 | — | — | 454,902 | Direct |
| 16 Sep, 2026 | David Aufderhaar | Chief Financial Officer | Disposed F | 62,665 | $2.94 | $184.24K | 1,083,599 | Direct |
| 16 Sep, 2026 | Casey O'Connor | Chief Legal Officer | Disposed F | 25,999 | $2.94 | $76.44K | 428,903 | Direct |
| 16 Sep, 2026 | Matt Baer | Chief Executive Officer | Disposed F | 115,062 | $2.94 | $338.28K | 1,956,130 | Direct |
| 16 Sep, 2026 | Matt Baer | Chief Executive Officer | Disposed M | 61,452 | $0.00 | $0 | 725,578 | Direct |
| 16 Sep, 2026 | David Aufderhaar | Chief Financial Officer | Disposed M | 43,895 | $0.00 | $0 | 175,687 | Direct |
| 16 Sep, 2026 | Casey O'Connor | Chief Legal Officer | Disposed M | 25,284 | $0.00 | $0 | 101,196 | Direct |
| 03 Aug, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Acquired M | 50,000 | $2.48 | $124.00K | 1,021,994 | Direct |
| 03 Aug, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Disposed S | 50,000 | $4.09 | $204.36K | 971,994 | Direct |
| 03 Aug, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Disposed S | 20,000 | $4.09 | $81.72K | 951,994 | Direct |
| 03 Aug, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Disposed M | 50,000 | $0.00 | $0 | 322,543 | Direct |
| 27 Jul, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Acquired M | 50,000 | $2.48 | $124.00K | 1,041,994 | Direct |
| 27 Jul, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Disposed S | 50,000 | $3.77 | $188.71K | 991,994 | Direct |
| 27 Jul, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Disposed S | 20,000 | $3.74 | $74.78K | 971,994 | Direct |
| 27 Jul, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Disposed M | 50,000 | $0.00 | $0 | 372,543 | Direct |
| 20 Jul, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Acquired M | 50,000 | $2.48 | $124.00K | 1,061,994 | Direct |
| 20 Jul, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Disposed S | 50,000 | $3.79 | $189.35K | 1,011,994 | Direct |
| 20 Jul, 2026 | Anthony Bacos | Chief Prod/Technology Officer | Disposed S | 20,000 | $3.79 | $75.73K | 991,994 | Direct |