Stock Analysis
Data Source: SEC EDGAR 13F
Updated Hourly

PURPLE INNOVATION INC (PRPL)

71 + Investors. Track Smart Money conviction in PRPL. See who's accumulating, reducing, or initiating positions.

Current Price
-- USD
Analyst Target
-- (0 analysts)
Upside
0.00%
Net Flow Q/Q
↓ -9
Streak
1Q ▼
Buyers last Q
36%

Smart Money Signals — PRPL

Based on 71 hedge funds · latest filing: 2025 Q4 · updated quarterly

📉

Selling streak — 1 quarter in a row

last 6Q
For 1 consecutive quarter, more hedge funds reduced or closed their PRPL positions than added to them. Sustained institutional selling is a meaningful warning sign — these are professionals with deep research teams collectively deciding to exit.
📊

High ownership — 70% of 3.0Y peak

70% of all-time peak
71 funds currently hold this stock — 70% of the 3.0-year high of 102 funds (reached 2023 Q2). Ownership is elevated but not yet at maximum concentration. Room to grow, but watch if the trend reverses.
📉

Outflows — 11% fewer funds vs a year ago

fund count last 6Q
9 fewer hedge funds hold PRPL compared to a year ago (-11% decline). When institutions consistently reduce their exposure, it's worth exploring the underlying fundamental reasons driving them away.
🔴

Heavy selling pressure — only 36% buying

20 buying36 selling
Last quarter: 36 funds sold vs only 20 buyers. This is widespread institutional distribution — not a few funds rebalancing, but a broad exit. High conviction bearish signal.
⚠️

Fewer new buyers each quarter (-15 vs last Q)

new funds entering per quarter
Funds opening this position for the first time: 9 → 21 → 22 → 7. Each quarter fewer new institutions are entering. This usually means most funds that wanted in are already in — the stock is well-known but the pool of potential new buyers is shrinking.
🔒

55% of holders stayed for 2+ years

■ 55% conviction (2yr+) ■ 20% medium ■ 25% new
39 out of 71 hedge funds have held PRPL for over 2 years without selling. Long-term investors are generally harder to shake out during market stress, creating a stable ownership base that limits the risk of sudden capitulation.
💎

Buying through price weakness — shares -5%, value -30%

Value
-29%
Shares
-4%
Last quarter: funds added -5% more shares while total portfolio value only changed -30%. Institutions were buying while the price was falling — a high-conviction accumulation signal. They're deliberately loading up on the dip.
➡️

Steady discovery — ~7 new funds/quarter

10 → 9 → 21 → 22 → 7 new funds/Q
New funds entering each quarter: 9 → 21 → 22 → 7. Consistent flow of new institutional buyers without clear acceleration or slowdown.
🏛️

Deep conviction — 66% of holders stayed 2+ years

■ 66% veterans ■ 7% 1-2yr ■ 27% new
Of 71 current holders: 47 (66%) have held for over 2 years without selling. These are not momentum buyers — they have lived through drawdowns and stayed. A large veteran base acts as a stabilizing force during selloffs.
📋

Smaller funds dominant — 7% AUM from top-100

7% from top-100 AUM funds
15 of 71 holders rank in the top 100 by AUM, but together hold only 7% of total institutional value. The stock is held primarily by smaller and mid-sized funds.
2.8
out of 10
Low Exit Risk
Exit risk score 2.8/10 — low institutional crowding. Ownership is below peak levels, holder base is relatively sticky, and buying momentum is positive.

Methodology note: these Smart Money cards use consecutive 13F disclosure snapshots, not trade-by-trade execution data. "Buying", "selling", "new holders", and "trimmed" refer to quarter-over-quarter changes in reported holders, aggregate shares, or disclosed position values between filings. They are useful for ownership regime analysis and crowding, but they do not imply exact trade timing on the filing date.

Hedge Fund Ownership: PRPL

How many hedge funds hold PRPL — quarterly history vs. share price
Quarterly hedge fund ownership of PRPL vs. share price

Market Analysis: PRPL

Analyst Price Targets

Avg. Price Target
--

Analyst Recommendations

Stock Performance

Real-time

Company Profile: PRPL

-- --

Institutional ownership data sourced from SEC EDGAR Form 13F-HR filings.

Smart Money Signal ?
Limited Smart Money Interest

No strong consensus or elite conviction detected among institutional holders.

13 top-rated funds 0 high-conviction
Consensus
5.0
/ 10
breadth
×
Elite
0.1
/ 10
conviction
Hedge Fund Positioning: PRPL
2026 Q1 Stats Unlock in 12 days 71 + Investors

Track Smart Money conviction in PRPL. See who's accumulating, reducing, or initiating positions.

Metric All 13F Filers (2025 Q4) Prior (2025 Q3) Change
Funds Holding 71 83 -14.46%
13F Shares 64M 68M -4.89%
Total Value $44M $63M -29.71%
New Positions 7 22 -15
Increased Positions 15 12 +3
Closed Positions 17 15 +2
Reduced Positions 20 34 -14
Total Calls 0 1 -100.0%
Total Puts 0 2 -100.0%
PUT/CALL Ratio 0.0 2.0 Bullish

Statistics: PRPL

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Valuation Measures Data as of: --

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Enterprise Value --
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Forward P/E --
PEG Ratio (5yr expected) --
Price/Sales (ttm) --
Price/Book (mrq) --
Enterprise Value/Revenue --
Enterprise Value/EBITDA --
Beta (5Y Monthly) --
Short Ratio (Days to Cover) --
Short % of Float --

Financial Highlights

Profitability
Profit Margin --
Return on Assets (ttm) --
Return on Equity (ttm) --
Income Statement & Cash Flow
Revenue (ttm) --
Net Income Avi to Common (ttm) --
Diluted EPS (ttm) --
Total Cash (mrq) --
Total Debt/Equity (mrq) --
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Institutional Holders (2026 Q1)

71 + investors

Explore institutional interest and hedge fund ownership dynamics. Analyze portfolio weights, new positions, and conviction trends in PRPL. Verified SEC 13F-HR filings.

Top 23 institutional holders of PRPL — 2025 Q4 · Source: SEC Form 13F
# Investor % of Portfolio Shares Mkt Value
1 Crumly & Associates Inc. 0.04% 292,063 $193K
2 Midwest Financial Group LLC 0.03% 115,000 $76K
3 WASATCH ADVISORS LP 0.02% 5,071,444 $3.4M
4 B.O.S.S. Retirement Advisors, LLC 0.02% 100,000 $66K
5 Legacy Wealth Managment, LLC/ID 0.02% 57,612 $38K
6 Dynamic Advisor Solutions LLC 0.02% 752,200 $497K
7 SHARPEPOINT LLC 0.01% 28,835 $19K
8 Seros Financial, LLC 0.00% 10,000 $7K
9 Cottage Street Advisors LLC 0.00% 14,300 $9K
10 Stratos Wealth Partners, LTD. 0.00% 273,161 $181K
11 Plan Group Financial, LLC 0.00% 13,000 $9K
12 Sterling Investment Counsel, LLC 0.00% 10,000 $7K
13 Kesler, Norman & Wride, LLC 0.00% 10,027 $7K
14 WOODLEY FARRA MANION PORTFOLIO MANAGEMENT INC 0.00% 30,480 $20K
15 Crewe Advisors LLC 0.00% 8,849 $6K
16 MML INVESTORS SERVICES, LLC 0.00% 131,951 $87K
17 DAVENPORT & Co LLC 0.00% 25,000 $17K
18 IFS Advisors, LLC 0.00% 140 —
19 Cambridge Investment Research Advisors, Inc. 0.00% 19,826 —
20 LPL Financial LLC 0.00% 76,498 $51K
21 IFP Advisors, Inc 0.00% 844 —
22 UBS Group AG 0.00% 57,511 $38K
23 SBI Securities Co., Ltd. 0.00% 10 —
Investor Ownership
History 		% of Portfolio Prev % Rank Conviction Avg Buy Price 13F Score™ 3Y / 7Y Sell Timing Shares Mkt Value Change Change % Source Quarter Filed

Frequently Asked Questions — PURPLE INNOVATION INC (PRPL)

What does the Smart Money Trend signal show for PRPL?

Selling streak — 1 quarter in a row: For 1 consecutive quarter, more hedge funds reduced or closed their PRPL positions than added to them. Sustained institutional selling is a meaningful warning sign — these are professionals with deep research teams collectively deciding to exit.

What is the institutional breadth score for PRPL?

Heavy selling pressure — only 36% buying: Last quarter: 36 funds sold vs only 20 buyers. This is widespread institutional distribution — not a few funds rebalancing, but a broad exit. High conviction bearish signal.

What is the fund quality score for PRPL holders?

Smaller funds dominant — 7% AUM from top-100: 15 of 71 holders rank in the top 100 by AUM, but together hold only 7% of total institutional value. The stock is held primarily by smaller and mid-sized funds.

How long have hedge funds held PRPL?

55% of holders stayed for 2+ years: 39 out of 71 hedge funds have held PRPL for over 2 years without selling. Long-term investors are generally harder to shake out during market stress, creating a stable ownership base that limits the risk of sudden capitulation.

Where does this institutional ownership data come from?

All holdings data is sourced from SEC Form 13F filings, which institutional investment managers with over $100 million in assets are required to submit quarterly. Data is parsed directly from SEC EDGAR.

Disclaimer: The information on this page is for informational purposes only and does not constitute investment advice, a recommendation, or an offer to buy or sell any security. Institutional holdings data is sourced from SEC Form 13F filings and reflects positions as of the filing date. Past performance of any fund or portfolio is not indicative of future results. 13Foresight is not a registered investment adviser. Always conduct your own due diligence before making investment decisions.