ULTA
−$4.06M
8,518 sh @ $477
Steelman Kecia
Director, President and CEO, President and COO, Chief Operating Officer · SEC CIK 1866021Advertisement
Buy track record
How this insider's open-market purchases have performed100%
of buys now in profit
1 up · 0 down
Avg return since buy+37.2%
Median return+37.2%
Best trade+37.2%
Worst trade+37.2%
Buys scored1
Average return by holding period — separates good entry timing from riding one long winner
After 1 month
+7.3%
100% won · 1 trade
After 3 months
+39.0%
100% won · 1 trade
After 6 months
+52.0%
100% won · 1 trade
After 12 months
+55.5%
100% won · 1 trade
| Date | Company | 90d trend | Buy price | Value | ΔOwn | 1M | 3M | 6M | 12M | To date |
|---|---|---|---|---|---|---|---|---|---|---|
| Mar 20, 2025 | ULTA | $347 | $499.5K | +9.3% | +7.3% | +39.0% | +52.0% | +55.5% | +37.2% |
How this is calculated. We score only open-market purchases (SEC code
P) — the buys that carry real signal. Each trade's return is measured from the adjusted closing price on the purchase date to the latest close, accounting for stock splits and dividends. The 1M/3M/6M/12M columns show the same trade's return after each fixed holding period; a dash means that horizon hasn't elapsed yet or isn't priceable. Sales are excluded because insiders sell for many routine reasons. With only 1 scored trade, treat this as a small sample, not a verdict.
Advertisement
Open-market buys
$499.5K
1 trades
Open-market sells
$23.22M
9 trades
Net flow
−$22.72M
Net selling
Total filings
42
transactions shown
Full transaction history
All Form 4 activity across every company, newest firstULTA
−$0
250 sh
ULTA
+$1.37M
4,867 sh @ $282
ULTA
+$1.7M
8,332 sh @ $204
ULTA
−$5.35M
13,199 sh @ $405
Advertisement
ULTA
+$0
4,296 sh
ULTA
−$291.2K
784 sh @ $371
ULTA
+$281.4K
2,423 sh @ $116
ULTA
+$481.3K
2,759 sh @ $174
ULTA
−$2.12M
5,182 sh @ $408
ULTA
+$333.5K
1,739 sh @ $192
ULTA
−$669.5K
1,739 sh @ $385
Frequently asked questions
How is Steelman Kecia's win rate calculated?
We take every open-market purchase (SEC code P) we can match to a stock price, then compare the split- and dividend-adjusted price on the purchase date to the most recent close. The win rate is the share of those buys currently trading above the purchase price. Sales and share grants are not scored.
Why are some buys not included in the score?
A purchase is excluded if we can't price it — for example if the ticker is missing from the filing, the company has been delisted, or the security isn't a common stock we can match to market data. Excluded counts are shown next to the scored total.
What do the 1M / 3M / 6M / 12M columns mean?
They show each purchase's return after a fixed holding period — one, three, six, and twelve months from the buy date — using split- and dividend-adjusted prices. This separates good entry timing from simply holding a long-running winner. A dash means that horizon hasn't elapsed yet for that trade, or the stock couldn't be priced at that date.
Does a high win rate mean I should copy this insider?
No. Past performance does not predict future results, sample sizes are often small, and an insider's edge in their own company doesn't transfer to yours. This is context, not a recommendation. InsiderSource is not investment advice.
Where does this data come from?
Trades come from Steelman Kecia's SEC Form 4 filings on EDGAR. Prices come from public market data and are split/dividend-adjusted. Always verify against the original filings before acting.