Serena Jones, a director and 10% owner of Goosehead Insurance, Inc. (NASDAQ:GSHD), filed a Form 4 on August 21, 2026, reporting a series of LLC Unit conversions and Class A Common Stock sales that took place on August 19 and August 20, 2026.

Key Highlights

  • August 19 conversions (direct): 4,875 LLC Units in Goosehead Financial, LLC and 4,875 shares of Class B Common Stock were converted into 4,875 shares of Class A Common Stock at $0, directly held.
  • August 19 sales (direct): 4,875 shares of Class A Common Stock were disposed of at a weighted average price of $67.71, with individual transactions ranging from $67.56 to $68.25.
  • August 19 conversions and sales (SLJ Dynasty Trust): An identical set of 4,875-share conversions and sales at $67.71 weighted average price was reported indirectly through the SLJ Dynasty Trust.
  • August 20 conversions: 10,000 LLC Units and 10,000 Class B shares were converted into 10,000 Class A shares each, reported both directly and indirectly through the SLJ Dynasty Trust.
  • August 20 sales (direct): The 10,000 directly held Class A shares were sold across three tranches: 3,893 shares at $68.75 weighted average, 1,107 shares at $69.87 weighted average, and 5,000 shares at $70.00, leaving 0 shares directly owned.
  • Remaining indirect holdings: Following all transactions, Jones holds Class B Common Stock indirectly through multiple trusts, including 114,777 shares through the SLJ 2025 Grantor Retained Annuity Trust and smaller amounts through five family trusts.

Conversion and Sale Activity Across Direct and Trust Holdings at Goosehead Insurance

According to the filing, Serena Jones is identified as a director and a member of a 10% owner group of Goosehead Insurance, Inc., which operates in the insurance distribution sector. The SLJ Dynasty Trust is listed as a co-reporting person and shares the same relationship to the issuer. The filing was signed by Martin Thornthwaite as Attorney-in-Fact for both Serena Jones and the SLJ Dynasty Trust on August 21, 2026.

The filing discloses that on August 19, 2026, Jones converted 4,875 LLC Units in Goosehead Financial, LLC, together with an equal number of Class B Common Stock shares, into 4,875 Class A shares at no cost, then sold all 4,875 resulting Class A shares at a weighted average price of $67.71 per share. The filing notes these shares were sold in multiple transactions at prices ranging from $67.56 to $68.25, inclusive. The same conversion-and-sale sequence of 4,875 shares was executed in parallel through the SLJ Dynasty Trust on the same date and at the same weighted average price.

On August 20, 2026, according to the filing, Jones converted 10,000 LLC Units and 10,000 Class B shares into 10,000 Class A shares, both directly and through the SLJ Dynasty Trust. The 10,000 directly held Class A shares were then sold in three separate tranches: 3,893 shares at a weighted average of $68.75 (range $68.26 to $69.15), 1,107 shares at a weighted average of $69.87 (range $69.27 to $70.15), and 5,000 shares at $70.00. The filing states that following these transactions, Jones held 0 Class A shares directly and 0 Class A shares indirectly through the SLJ Dynasty Trust. The filing further notes that each LLC Unit, together with one share of Class B Common Stock, may be converted into one share of Class A Common Stock at any time and that LLC Units do not expire.

What Was Disclosed

The Form 4 filed on August 21, 2026 reports conversions of LLC Units and Class B Common Stock into Class A Common Stock, followed by sales of Class A shares, executed by Serena Jones both directly and through the SLJ Dynasty Trust on August 19 and August 20, 2026.