Four Rockwell Automation Insiders Sold $13.3M in ROK Stock in Coordinated February Sell-Off
Four Rockwell Automation executives sold a combined $13.3M in ROK stock across 21 transactions in late February 2026, led by the Chief Revenue Officer and Chief Legal Officer.
Four Rockwell Automation Insiders Unload $13.3M in ROK Stock
Four Rockwell Automation (ROK) executives filed a total of 21 Form 4 transactions in late February 2026, selling a combined $13.3 million in company stock. The coordinated selling was led by SVP and Chief Revenue Officer Scott Genereux ($3.5M) and SVP, Chief People & Legal Officer Rebecca House ($2.8M).
Four insiders selling across 21 separate transactions in the same week represents one of the highest-volume insider selling clusters in ROK’s recent history.
Key Sellers
| Insider | Role | Transactions | Total Est. Value | Avg Price |
|---|---|---|---|---|
| Scott Genereux | SVP, Chief Revenue Officer | Multiple | ~$3,546,000 | ~$404 |
| Rebecca House | SVP, Chief People & Legal Officer | Multiple | ~$2,829,600 | ~$405 |
| Plus 2 additional executives | ~$6,887,000 | ~$404 | ||
Combined: approximately $13,263,070 across 4 insiders and 21 transactions at ~$404 per share.
The Scale of the Sell-Off
What distinguishes this from routine insider selling is the breadth: four different C-suite and senior vice president-level executives all selling in the same narrow window. ROK trades at approximately $404 per share, and the combined $13.3M represents a meaningful statement about near-term expectations.
Genereux’s career selling totals $5M with zero purchases on record. House has sold $15.3M over her career at Rockwell, also with no open-market buys. Neither insider has demonstrated buying conviction — their equity positions are purely compensation-based.
Context: ROK’s Industrial Automation Position
Rockwell Automation is a leading industrial automation company serving manufacturing, mining, and infrastructure sectors. The stock has been trading in the $380–$420 range, influenced by industrial production trends and automation spending cycles. The multi-insider sell-off comes as the industrial sector navigates mixed demand signals.
What to Watch
- Earnings guidance: Rockwell’s next earnings report will be scrutinized for order trends and forward guidance in the industrial automation space
- Additional filings: Whether the remaining 2 of the 4 sellers continue to sell in March, or if this was a one-time window
- Industrial sector signals: Compare with insider activity at peer companies like Emerson Electric, Honeywell, and Siemens
- Institutional positioning: Check ROK’s institutional holder page for whether 13F filers are also reducing exposure
Related Research
Explore all researchNOW had $136.0B of tracked institutional value in 2025Q4. This research map breaks down top holders, concentration, and portfolio-weight signals.
UBER had $144.8B of tracked institutional value in 2025Q4. This research map breaks down top holders, concentration, and portfolio-weight signals.
ORCL had $264.2B of tracked institutional value in 2025Q4. This research map breaks down top holders, concentration, and portfolio-weight signals.
IBM had $180.4B of tracked institutional value in 2025Q4. This research map breaks down top holders, concentration, and portfolio-weight signals.
AMD’s holder base combines index scale, active managers and trading-firm exposure across the AI semiconductor theme.