HUM Daily Charts, page-107

I suspect the market still regards Hum as a value stock (and perhaps reasonable for now). So when money rotate into Growth stocks the Value stocks are usually out of favour. This would also explain in part why we didn't have a run like Zip and Apt did. Later last year when money starts to rotate into Value stocks (e.g. banks) we'd already cut the dividends and maybe thats why we didnt't have the Value rub either..

If most holders were holding it for years because of the sweet dividends (e.g. retirees) and suddenly this no longer meets their needs, they probably will want to get out. And because of the thin liquidity this stock has and high uncertaintity of any turn around strategy, this will/would experience consistent and impatient selling pressure while having no confident buying pressure. The result is/was a stock price that really tests everyone's patience.

That's what I suspect is happening. As a long term holder first involved since 2015, not happy. Hope they will have a couple of good quarters with UK and travel picking up.

All speculation, not financial advice. DYOR