hard one as you need to normalise for consistent net selling to find real signal

Great point – that's exactly the challenge. Right now we filter for open-market buys and sells only, which already removes a lot of the noise from automatic/planned sales (like 10b5-1 plans). We're exploring additional signal filters, like flagging trades that are unusual relative to an insider's historical pattern, or highlighting cluster buying (multiple insiders buying around the same time). Would love to hear what kind of normalization you'd find most useful.

Would be cool to include pricing info

Good idea! We're already showing the transaction price per share from the SEC filing. Are you thinking more along the lines of showing the current stock price alongside it, or maybe a price chart showing the stock's performance since the insider trade?

I actually meant the price of your product.