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Does Insider Buying Signal Value in the WD-40 Company?
Written by Thomas Hughes. Published 11/17/2025.
Key Points
- WD-40 Company insiders are buying and signaling a value in this cash-producing, capital-return machine.
- Dividends are reliable, the yield is attractive, and repurchases will accelerate in F2026.
- Institutional and analyst trends align with a market bottom in Q4 2025.
Insider buying at the WD-40 Company (NASDAQ: WDFC) signals value. The stock trades near long-term lows and at the low end of its historical price-to-earnings (P/E) range. Its 32x current-year earnings is a premium, but reflects expectations for steady top-line growth, margin improvement, accelerating earnings, stronger cash flow, and meaningful capital returns.
Capital return is a critical factor in the company's outlook: the dividend is healthy and increases annually, and share buybacks have resumed.
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Buybacks were suspended in 2020 due to the COVID-19 pandemic and were reinstated in 2023 at a reduced pace. The F2025 year-end report showed margin and cash-flow improvements that increased management's confidence and allowed them to accelerate the pace of repurchases.
For investors, that represents a strengthening tailwind for a tightly held stock that is likely to advance over coming quarters and years. Under the company's target 5%–9% growth range, the stock could trade below 20x earnings by 2030 and in the low teens by 2035.
Insiders, Institutions, and Analysts Buy WDFC Stock in the Back Half of 2025
The insider activity is noteworthy. InsiderTrades tracked six purchases from six insiders within days of the year-end report and each other. Buyers included three directors, the CEO, the CFO, and a VP. The purchases are small (totaling less than 0.02% of the company's market value) but indicate broad-based support from insiders who already hold stakes in the company.
Insiders' total holdings are approximately 0.78% of the stock, complemented by robust institutional ownership.
Institutional data reflects rotation and strong support. Institutional activity in 2025 spiked to multi-year highs: sellers outpaced buyers in H1 when shares were higher, then buyers outpaced sellers in H2 when prices were lower.
The key takeaway is that institutions own more than 91% of the stock, providing a deep support base as shares trade near historical lows. With that ownership structure, it is unlikely the market will fall significantly below the late-October/early-November lows. Q4 results were solid, and 2026 guidance should sustain cash flow and capital returns.
Highlights from F2025 include mid-single-digit revenue growth; expanding gross and operating margins; a recovery in gross margin to historical norms a year ahead of expectations; and positive cash flow despite dividends, higher distributions, buybacks, and debt reduction. The balance sheet improved with higher cash, larger current and total assets, reduced debt and liabilities, and a 16% increase in equity.
On leverage, shareholder equity of roughly $268 million is nearly three times debt, implying long-term debt of about 0.3x equity and total liabilities of roughly 1.1x equity.
Analysts' Coverage Is Tepid, But Very Bullish on WDFC Stock
Analyst coverage is limited—only two current reports tracked by InsiderTraders—but both were issued in the second half of 2025 and are bullish. The consensus is a Moderate Buy (one Hold and one Buy) with a $300 price target, implying roughly 50% upside from current support and potentially achievable within the next 12 months.
Chart action is mixed. The stock remains in a downtrend and has not yet confirmed a bottom or reversal, though it appears close. Late-October/early-November price action shows support, and technical indicators are positioned to generate a reasonably strong buy signal.
The key question is whether WDFC can move above critical resistance near $205 for this consumer stock.
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