AIZ insider sale: Keith Demmings disposes 13,725 shares via 10b5-1 plan

Q: What did Assurant CEO Keith Demmings sell in the Form 4 (AIZ)?

The filing reports the sale of 13,725 shares on 10/03/2025 in two transactions: 13,420 shares at a weighted-average price of $220.5095 and 305 shares at $221.0312.

Q: Were the sales made under a trading plan for Assurant (AIZ)?

Yes. The sales were made pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on 03/10/2025.

Filing Impact

(Very High)

Filing Sentiment

(Negative)

Form Type

Rhea-AI Filing Summary

Insider sale under 10b5-1 plan — The filing shows that Keith Demmings, President and CEO and a director of Assurant, Inc. (AIZ), sold a total of 13,725 shares on 10/03/2025 under a Rule 10b5-1 trading plan adopted on 03/10/2025. The Form 4 lists two grouped sales: 13,420 shares at a weighted-average price of $220.5095 and 305 shares at a weighted-average price of $221.0312.

After the transactions the report shows beneficial ownership of approximately 84,952.224 shares in one line and 84,647.224 shares in another (the filings note these totals include restricted stock units). The filing discloses the sales were made pursuant to the pre-established trading plan and that the weighted-average prices reflect multiple executions within stated price ranges.

Positive

Sales executed under a Rule 10b5-1 plan, which provides a standard compliance framework
Reporting person retained substantial shareholdings (approximately 84,600–84,952 shares after sales)
Filing discloses weighted-average prices and price ranges, supporting transparency about execution

Negative

Insider sold 13,725 shares, which could be viewed as reduced insider stake (investor perception risk)
Post-sale ownership is reported in two differing lines (84,952.224 vs 84,647.224), requiring attention to reconciliations

Insights

CEO used a pre-set 10b5-1 plan to sell a modest portion of holdings.

The reported sales show the CEO disposed of 13,725 shares on 10/03/2025 under a plan adopted on 03/10/2025, with weighted-average prices near $220.50. Use of a Rule 10b5-1 plan is a standard governance mechanism that provides an affirmative defense to insider trading claims when properly implemented.

Key dependencies include the adoption date and the plan's parameters; the filing explicitly ties the sales to the plan and provides price ranges for the executions. Investors may note the post-sale beneficial ownership figures and the disclosure that restricted stock units are included, which affects outstanding economic exposure in the near term.

Sales represent a routine liquidity action against long-term equity holdings including RSUs.

The Form 4 lists two weighted-average sale prices ($220.5095 and $221.0312) and states the reporting totals include restricted stock units. That combination suggests these transactions were likely scheduled to provide cash liquidity while leaving substantial retained equity.

Watch for future filings showing additional plan-based trades or option exercises; changes in ownership percentages will be visible in subsequent Form 4s and could matter for compensation-related dilution or voting alignment within Q4 2025.

Insider Trade Summary

Net Seller: 13,725 shares ($3,026,652)

Net Sell 2 txns

Insider Demmings Keith

Role President and CEO

Sold 13,725 shs ($3.03M)

Type	Security	Shares	Price	Value
Sale	Common Stock	13,420	$220.5095	$2.96M
Sale	Common Stock	305	$221.0312	$67K

Holdings After Transaction: Common Stock — 84,952.224 shares (Direct)

Footnotes (1)

All of the sales set forth on this Form 4 were made pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on March 10, 2025. The price in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $220.0000 through $220.9900, inclusive. The Reporting Person undertakes to provide Assurant, Inc., any security holder of Assurant, Inc., 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 on this footnote to Form 4. Includes restricted stock units. The price in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $221.000 through $221.0900, inclusive. The Reporting Person undertakes to provide Assurant, Inc., any security holder of Assurant, Inc., 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 to Form 4.

Form 4 Insider Transactions: What Each Field Means →

10/06/2025 - 05:00 PM

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^*

Demmings Keith

(Last)

(First)

(Middle)

C/O ASSURANT, INC.

260 INTERSTATE NORTH CIRCLE SE

(Street)

ATLANTA

30339

(City)

(State)

(Zip)

2. Issuer Name and Ticker or Trading Symbol
ASSURANT, INC. [ AIZ ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

X	Director	10% Owner
X	Officer (give title below)	Other (specify below)
	President and CEO

3. Date of Earliest Transaction (Month/Day/Year)
10/03/2025

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)
Common Stock	10/03/2025		S		13,420⁽¹⁾	D	$220.5095⁽²⁾	84,952.224⁽³⁾	D
Common Stock	10/03/2025		S		305⁽¹⁾	D	$221.0312⁽⁴⁾	84,647.224⁽³⁾	D

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)

Explanation of Responses:

1. All of the sales set forth on this Form 4 were made pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on March 10, 2025.

2. The price in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $220.0000 through $220.9900, inclusive. The Reporting Person undertakes to provide Assurant, Inc., any security holder of Assurant, Inc., 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 on this footnote to Form 4.

3. Includes restricted stock units.

4. The price in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $221.000 through $221.0900, inclusive. The Reporting Person undertakes to provide Assurant, Inc., any security holder of Assurant, Inc., 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 to Form 4.

	Lisa Richter, Attorney-in-Fact	10/06/2025
	** 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.

Source: View Original Filing on SEC EDGAR

FAQ

What did Assurant CEO Keith Demmings sell in the Form 4 (AIZ)?

The filing reports the sale of 13,725 shares on 10/03/2025 in two transactions: 13,420 shares at a weighted-average price of $220.5095 and 305 shares at $221.0312.

Were the sales made under a trading plan for Assurant (AIZ)?

Yes. The sales were made pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on 03/10/2025.

How much beneficial ownership did the CEO have after the reported trades?

The Form 4 shows beneficial ownership amounts of approximately 84,952.224 and 84,647.224 shares (the filing notes these totals include restricted stock units).

Do the prices represent single trades or averages?

The filing states the prices in Column 4 are weighted-average prices reflecting multiple transactions within disclosed price ranges ($220.00–$220.99 and $221.00–$221.09 respectively).

Does the Form 4 indicate any derivative transactions or option exercises?

No. Table II for derivative securities is blank and the reported entries are non-derivative common stock sales.