Yelp CEO Stoppelman Buys Big RSU Block While Dumping Thousands of Shares in One Day—Insider Moves Signal Bullish Playbook

Insider Activity Highlights the CEO’s Strategic Playbook

On February 3 2026, CEO Jeremy Stoppelman executed a mixed bag of trades that reflects both a confidence in Yelp’s long‑term trajectory and a disciplined use of his incentive plans. The most visible move was a purchase of 152,573 restricted‑stock units (RSUs) that will vest quarterly over four years. Coupled with the vesting of 55,796 shares from a performance‑based RSU grant, the CEO is increasing his long‑term stake while aligning his interests with shareholders. These acquisitions are made at a price point that sits just above the current market, underscoring a belief that the company is undervalued amid a broader decline in its share price.

Short‑Term Sales and Market Sentiment

The CEO also sold 30,000 shares at a weighted average price of $20.47 and 29,400 shares at $24.78, both well below the recent close of $24.25. These sales were executed under a 10(b)(5)(1) trading plan, suggesting they were pre‑arranged rather than reactionary. The timing aligns with a period of heightened social‑media buzz (507 %) but negative sentiment (‑26), hinting that Stoppelman is protecting his portfolio against short‑term volatility while still betting on the company’s fundamentals. The net effect is a slight dilution of his ownership, but the overall trend remains bullish.

Implications for Investors

For investors, Stoppelman’s pattern of buying RSUs and selling ordinary shares paints a picture of a CEO who is willing to lock in upside through equity compensation while managing downside risk. The recent transactions occur against a backdrop of a 39 % year‑to‑date decline and a 52‑week low at $24.20. The CEO’s continued accumulation of RSUs suggests he believes the company’s valuation will rebound, possibly as Yelp refocuses on its core review platform and explores new revenue streams such as subscription services and localized advertising. If the stock recovers, shareholders stand to benefit from the CEO’s upside‑aligned holdings, whereas the short‑term sales may reduce immediate dilution concerns.

A Profile of the CEO’s Trading Habits

Jeremy Stoppelman’s insider history shows a consistent pattern of buying and selling large blocks of shares, often in 30,000‑share increments. He frequently exercises performance‑based RSUs, indicating a reliance on milestone achievements to drive equity rewards. His trading cadence reveals a preference for structured plans (10(b)(5)(1)) rather than ad‑hoc sales, suggesting a long‑term, disciplined approach. The CEO’s net ownership has hovered around 900,000 shares over the past year, with a slight dip following the February sales. This balance of long‑term accumulation and short‑term liquidity management is typical of executives who prioritize alignment with shareholders while maintaining personal financial flexibility.

Company‑Wide Insider Momentum

Other senior executives—Chief People Officer Amara Carmen, Chief Product Officer Craig Saldanha, Chief Technology Officer Sam Eaton, CFO David Schwarzbach, and COO Joseph Nachman—all completed two transactions each in the last week. These moves, largely purchases of common stock, suggest a broader confidence in Yelp’s direction across the leadership team. Together with Stoppelman’s RSU acquisitions, the insider activity signals an executive group that is committed to the company’s long‑term value creation, even as it navigates a challenging market environment.