Insider Buying Signals Surge in BUZZ ETF Holdings: Mason Morfit and Others Increase Stakes

The VanEck Social Sentiment ETF (BUZZ) is showing strong conviction from within, with more than 10% of its weighted holdings experiencing insider buying activity over the past half-year. This uptick in executive and board-level purchasing suggests growing confidence among corporate leaders in their own companies’ near-term prospects. Among the most notable transactions is the aggressive buying by Mason Morfit, a Salesforce director, whose substantial share purchases signal meaningful faith in the software giant’s direction.

Tech Titans See Leadership Buy-Ins Across the Board

Salesforce (CRM), ranking as the #41 largest holding within the BUZZ ETF with approximately $868,176 in fund assets (0.74% of total holdings), has attracted particular attention from company insiders. The most striking activity came from director Mason Morfit, who executed two major purchase transactions in December 2025. On December 5th, Morfit acquired 96,000 shares at $260.58 per share, representing a $25,015,680 investment—by far the largest single insider transaction documented within BUZZ’s holdings during this period. This was followed by a second purchase from fellow director David Blair Kirk, who bought 1,936 shares at $258.64, adding another $500,722 to insider holdings at the current price levels.

The Salesforce insider buying activity reflects a broader trend, with Form 4 filings revealing that at least two directors and officers have been accumulating shares. Earlier in September, David Blair Kirk had initiated purchases with 3,400 shares at $254.66, totaling $865,827. These successive purchases across multiple insiders at Salesforce demonstrate consistent confidence in the enterprise cloud platform’s strategic positioning.

Boeing Directors Join the Buying Spree

While tech stocks dominate the conversation, aerospace and defense leader Boeing (BA) has also caught the attention of company insiders. Representing 1.14% of BUZZ’s portfolio with $1,343,093 in holdings (making it the #34 largest position), Boeing has witnessed insider buying momentum from board members. Director Mortimer J. Buckley purchased 2,200 shares on August 19th at $226.10 per share for a total of $497,420. Later, in November, Dana S. Deasy (Chief Information Officer and Senior Vice President of Information, Digital & Transformation Services) added 554 shares at $178.88, worth $99,102.

These transactions, while smaller in scale than the Morfit purchases at Salesforce, still represent meaningful capital commitments from insiders who typically have better visibility into company fundamentals than the general investing public.

What Insider Buying Really Means for BUZZ Investors

The concentration of insider purchasing across BUZZ’s top holdings carries several implications. When corporate directors and officers deploy personal capital into their own companies, it often serves as a credible signal of genuine conviction—insiders have access to internal performance metrics and strategic plans unavailable to outside investors. The buying patterns observed across Salesforce, Boeing, and other components suggest that company leadership believes current valuations offer attractive entry points.

For BUZZ ETF investors tracking social sentiment alongside traditional metrics, these Form 4 filings add another layer of validation. The fact that Mason Morfit and other executives are willing to purchase shares at current price levels—sometimes in substantial quantities—reinforces the idea that insider confidence is supporting the fund’s positioning in these names. Whether this translates to outperformance remains to be seen, but historically, concentrated insider buying has preceded periods of stock appreciation.