Major Insider Buying Signals in BUZZ ETF, With Mason Morfit Leading Salesforce Purchases

When corporate insiders start accumulating shares, it often captures the attention of market-savvy investors looking for conviction signals. Across the VanEck Social Sentiment ETF (BUZZ), a notable pattern has emerged: approximately 10.6% of the fund’s weighted holdings have recorded insider purchases over the past six months. This activity suggests that company leadership and board members believe their own stocks are undervalued—a classic indicator of internal confidence in future prospects.

Two of the most significant stories involve aerospace giant Boeing and software leader Salesforce, both prominent holdings within the BUZZ portfolio. The insider transactions at these companies tell an interesting narrative about where seasoned executives are choosing to deploy their own capital.

Boeing Directors Stepping Up With Purchases

Boeing, representing 1.14% of BUZZ’s weighted portfolio and valued at approximately $1.34 million within the fund, has attracted buying interest from company insiders in recent months. Between August and November 2025, two directors and senior executives filed Form 4 documents indicating share acquisitions.

Director Mortimer J. Buckley led the charge in August 2025, purchasing 2,200 Boeing shares at $226.10 per share, accumulating $497,420 worth of stock. Several months later, in November 2025, Dana S. Dease—serving as CIDO and Senior Vice President of IDT&S—acquired 554 shares at $178.88 each, representing a $99,102 investment. These transactions indicate sustained confidence in Boeing’s recovery narrative, with insiders maintaining their conviction despite market fluctuations.

Salesforce’s Insider Momentum, Highlighted by Mason Morfit’s Substantial Stake

Salesforce presents an even more compelling insider buying story within BUZZ, where the company ranks as the #41 largest holding with approximately $868,000 invested by the fund. The most striking development comes from director Mason Morfit, who made an extraordinary commitment to Salesforce in December 2025.

On December 5, 2025, Mason Morfit filed Form 4 paperwork indicating a massive purchase of 96,000 Salesforce shares at $260.58 per share—a transaction totaling over $25 million. This represents one of the most significant insider acquisitions within the BUZZ portfolio and signals exceptionally strong conviction from a seasoned board member. The sheer scale of Mason Morfit’s investment demonstrates confidence not just in near-term performance but in Salesforce’s long-term strategic direction.

Alongside Mason Morfit’s major purchase, fellow director David Blair Kirk has also been accumulating Salesforce stock. Kirk acquired 3,400 shares in September 2025 at $254.66 each ($865,827 total), followed by an additional 1,936 shares in December at $258.64 per share ($500,722). This multi-director pattern of buying strengthens the signal that Salesforce’s leadership believes the stock offers attractive value at current levels.

What These Insider Actions Reveal

The concentration of insider buying across BUZZ’s top holdings reflects a broader market dynamic: when corporate leadership puts their own money on the line through Form 4 filings, it typically precedes or accompanies positive market momentum. Mason Morfit’s particularly aggressive stance on Salesforce, combined with Boeing’s steady insider accumulation, suggests these executives see compelling opportunities ahead.

The prevalence of insider purchases across 10.6% of BUZZ’s holdings—weighted significantly by major transactions like Mason Morfit’s Salesforce acquisition—underscores a market environment where seasoned insiders recognize value creation potential despite headline noise.