Form 4: Lifevantage CSO Sells Shares for Tax Obligations

Lifevantage Chief Sales Officer Kristen Cunningham disposed of 1,720 shares of common stock at $9.56 per share to cover tax liabilities.

Summary

• Kristen Cunningham, Chief Sales Officer of Lifevantage Corp (LFVN), reported a transaction involving the company's common stock.
• The transaction occurred on October 1, 2025, and involved the disposal of 1,720 shares.
• The shares were disposed of at a price of $9.56 per share.
• This disposal was coded 'F', indicating it was for the payment of tax liability by withholding securities incident to the vesting of a security.
• Following this transaction, Kristen Cunningham beneficially owns 136,986 shares of Lifevantage Corp common stock directly.
• The transaction was made pursuant to a Rule 10b5-1(c) pre-arranged plan for the purchase or sale of equity securities.

Sentiment

Score: 5

Explanation: The transaction is a routine disposal of shares to cover tax liabilities, often pre-scheduled under a 10b5-1 plan. It does not reflect a discretionary sale or a change in management's outlook, thus having a neutral sentiment.

Industry Context

This is a routine insider transaction filing (Form 4) and does not provide specific insights into broader industry trends or competitive landscape. Such transactions are common for executives to manage equity compensation and tax obligations.

Stakeholder Impact

• Shareholders: Minimal impact as this is a routine, non-discretionary transaction for tax purposes and does not signal a change in company fundamentals or management's confidence.

Key Dates

Recommendation

The reported transaction is a Form 4 filing detailing a disposal of shares by a Chief Sales Officer to satisfy tax withholding obligations, likely under a pre-arranged 10b5-1 plan. This is a common, non-discretionary event and typically does not indicate a change in the company's operational performance or management's long-term view. Therefore, it does not warrant a change in investment recommendation based solely on this filing.

Keywords

Lifevantage, LFVN, Kristen Cunningham, Chief Sales Officer, Insider Transaction, Form 4, Stock Sale, Tax Withholding, 10b5-1 Plan