Key Points

• The transaction involved the sale of 5,718 shares at a weighted average price of $85.42, totaling ~$488,432.

• The shares sold represented 27% of the insider’s direct equity holdings prior to the disposal.

• This activity was conducted through a Rule 10b5-1 trading plan established on November 25, 2025.

• The use of a pre-arranged plan indicates that the sale was a scheduled liquidity event rather than a discretionary market-timing move.

• 10 stocks we like better than Wix.com ›

Ron Gutler, a Director at Wix.com Ltd. (NASDAQ:WIX), sold 5,718 shares of common stock on Aug. 27, 2026, as disclosed in a recent SEC Form 4 filing.

Transaction summary

MetricValueTransaction value~$488,432Shares sold5,718Post-transaction shares (directly held)15,631Post-transaction value~$1.34 million

Transaction value based on SEC Form 4 weighted average sale price ($85.42); post-transaction value based on Aug. 27, 2026, market close ($85.76).

Key questions

• What were the specific execution details of the sale?The 5,718 shares were sold in multiple tranches with prices ranging from $82.90 to $86.53. The weighted-average execution price of $85.42 per share was lower than the $85.76 market close on the transaction date of Aug. 27, 2026.
• How did this transaction affect the insider’s total equity position?Following the disposal, Ron Gutler continues to hold 15,631 shares directly. The market value of this remaining stake was approximately $1.34 million at the time of the transaction, and the Director holds no indirect equity interests.
• What is the regulatory context for this disposal?The transaction was executed pursuant to a Rule 10b5-1 trading plan adopted on Nov. 25, 2025. This mechanism allows insiders to plan future stock sales in advance to satisfy personal financial objectives without exposure to potential allegations of trading on non-public information.
• What is the current market environment for the company?Wix.com Ltd. shares were priced at $87.62 as of the Aug. 28, 2026, market close. The company, which provides a cloud-based platform for website creation and web application development, currently maintains a market capitalization of $4.8 billion and reported a one-year return of -37% as of the transaction date.

Company Overview

MetricValueShare Price (as of market close 2026-08-28)$87.62Market Capitalization$4.8 billionRevenue (TTM)$2.1 billionNet Income (TTM)-$174.6 million

Company Snapshot

• Wix.com operates a cloud-based website and web application development platform that generates revenue primarily through subscription fees for its various service tiers, including the Wix Editor, Wix ADI (AI-powered website creation), and Corvid by Wix for advanced development.
• The company employs a freemium business model supplemented by premium subscription offerings, wherein users can create and host websites at no cost with limited functionality, while paying for advanced features, custom domains, e-commerce capabilities, and enhanced analytics.
• Wix serves a diverse customer base spanning small businesses, entrepreneurs, freelancers, and enterprises across North America, Europe, Latin America, Asia, and other international markets seeking accessible website creation and management solutions.

Wix.com Ltd. is a leading global cloud-based platform with 4,371 employees and a market capitalization of $4.8 billion, generating $2.1 billion in TTM revenue. The company maintains a competitive edge through its intuitive drag-and-drop interface, AI-driven website creation capabilities, and a comprehensive suite of tools that enable users to build, manage, and monetize web properties without requiring advanced technical expertise. Despite current profitability challenges reflected in a TTM net loss of $174.6 million, Wix continues to expand its platform capabilities and international market presence.

What this transaction means for investors

Ron Gutler’s sale of Wix shares appears significant at first glance. He sold about 27% of his holdings, a level that often leads investors to question an insider’s conviction on a stock.

However, Gutler executed the sale through a Rule 10b5-1 trading plan, enacted last November. Insiders typically use this plan to avoid appearing to act on inside information. Also, the nine-month lead time for this sale suggests it was a liquidity event rather than a bearish signal.

Moreover, while its stock price has risen recently, the tech stock is down by about 37% over the last year as investors feared Wix’s business model was vulnerable to disruption from AI tools.

In the first half of 2026, Wix’s revenue rose 15% yearly, indicating that AI disruption may not be as significant a concern. Nonetheless, it has spent more heavily on operating expenses over the last year to better capitalize on the AI and cover rising compute and infrastructure costs. That move makes it more likely AI will boost Wix rather than rendering it obsolete.

Amid those efforts to improve, this is not an obvious sign to sell the stock, validating Gutler’s decision to hold the majority of his shares.

Should you buy stock in Wix.com right now?

Before you buy stock in Wix.com, consider this:

The Motley Fool Stock Advisor analyst team just identified what they believe are the 10 best stocks for investors to buy now… and Wix.com wasn’t one of them. The 10 stocks that made the cut could produce monster returns in the coming years.

Consider when Netflix made this list on December 17, 2004… if you invested $1,000 at the time of our recommendation, you’d have $440,710!* Or when Nvidia made this list on April 15, 2005… if you invested $1,000 at the time of our recommendation, you’d have $1,335,252!*

Now, it’s worth noting Stock Advisor’s total average return is 978% — a market-crushing outperformance compared to 213% for the S&P 500. Don’t miss the latest top 10 list, available with Stock Advisor, and join an investing community built by individual investors for individual investors.

See the 10 stocks »

*Stock Advisor returns as of September 1, 2026.

Will Healy has no position in any of the stocks mentioned. The Motley Fool recommends Wix.com. The Motley Fool has a disclosure policy.