what you describe as "not insider trading" is insider trading
"insider trading", when insiders trade, say the CEO sells his stock bonus, is regulated (has to announce in advance, follow a plan) but completely legal. Some investors track how much insiders are trading in order to judge confidence in a stock.
"trading on inside information" (whether you are an insider or not) is not legal.
Also for private companies you often get an all hands with financials, sales info, strategy etc.
The bet here is: this company isn't just lucky they have a killer system. You would get shares privately if possible. Even at IPO at a higher price, knowing they are kickass you can buy then.