Insider sales at MediaAlpha (NYSE: MAX): 12,000‑share Form 144 notice

Rhea-AI Filing Summary

MediaAlpha Inc. (MAX) filed a Form 144 notifying the sale of 12,000 shares of common stock tied to a Restricted Stock Lapse dated 02/15/2026. The filing lists numerous prior dispositions by Steven Yi across January–April 2026 with per‑trade share counts and gross proceeds for each trade.

Insights

Securities Attorney

Notice documents routine insider resale after restricted shares vested.

The Form 144 entry shows a restricted stock lapse event and a notice to sell 12,000 shares on 02/15/2026. Form 144s are regulatory notices required for certain public resale transactions by affiliates.

Cash‑flow treatment and whether sales will be executed in single or multiple transactions are not detailed; subsequent Form 4s or broker reports would show execution method and timing.

Key Figures

Noticed shares: 12,000 shares Large past disposition (example): 39,252 shares Example trade: 12,748 shares +2 more

5 metrics

Noticed shares 12,000 shares Restricted Stock Lapse dated 02/15/2026

Large past disposition (example) 39,252 shares 03/02/2026 for $391,998

Example trade 12,748 shares 02/25/2026 for $123,504

Repeated small trades 4,000 shares Multiple dates Jan–Apr 2026 (per trade examples listed)

Exchange NYSE Listing exchange shown in filing header

Key Terms

Restricted Stock Lapse, Form 144, Equity Compensation

3 terms

Restricted Stock Lapse regulatory

"Restricted Stock Lapse | MediaAlpha, Inc. | 02/15/2026"

Form 144 regulatory

"Filer Information | 144: Filer Information"

Form 144 is a document that investors must file with the government when they plan to sell a large number of shares of a company's stock. It helps ensure transparency so everyone knows how many shares are being sold and when, which can impact the stock's price.

Equity Compensation financial

"02/15/2026 | Restricted Stock Lapse | MediaAlpha, Inc. | Equity Compensation"

Equity compensation is pay given to employees, executives or contractors in the form of company ownership—such as stock, stock options or restricted shares—rather than just cash. It matters to investors because it can align workers' incentives with shareholders (like paying someone in slices of the same pie they help grow), but it also increases the number of shares outstanding and company expenses, affecting ownership percentages and earnings per share.

Form 144 Filer Information	UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 144 NOTICE OF PROPOSED SALE OF SECURITIES PURSUANT TO RULE 144 UNDER THE SECURITIES ACT OF 1933
FORM 144

144: Filer Information

Filer CIK
Filer CCC
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer

SEC File Number

Address of Issuer

Phone

Name of Person for Whose Account the Securities are To Be Sold

See the definition of "person" in paragraph (a) of Rule 144. Information is to be given not only as to the person for whose account the securities are to be sold but also as to all other persons included in that definition. In addition, information shall be given as to sales by all persons whose sales are required by paragraph (e) of Rule 144 to be aggregated with sales for the account of the person filing this notice.

Relationship to Issuer

Relationship to Issuer

144: Securities Information

Title of the Class of Securities To Be Sold	Name and Address of the Broker	Number of Shares or Other Units To Be Sold	Aggregate Market Value	Number of Shares or Other Units Outstanding	Approximate Date of Sale	Name the Securities Exchange
Common	Charles Schwab & Co., Inc. 3000 Schwab Way Westlake TX 76262	12000	108836.00	56207408	04/13/2026	NYSE

Furnish the following information with respect to the acquisition of the securities to be sold and with respect to the payment of all or any part of the purchase price or other consideration therefor:

144: Securities To Be Sold

Title of the Class	Date you Acquired	Nature of Acquisition Transaction	Name of Person from Whom Acquired	Is this a Gift?	Date Donor Acquired	Amount of Securities Acquired	Date of Payment	Nature of Payment *
Common	02/15/2026	Restricted Stock Lapse	MediaAlpha, Inc.			12000	02/15/2026	Equity Compensation

* If the securities were purchased and full payment therefor was not made in cash at the time of purchase, explain in the table or in a note thereto the nature of the consideration given. If the consideration consisted of any note or other obligation, or if payment was made in installments describe the arrangement and state when the note or other obligation was discharged in full or the last installment paid.

Furnish the following information as to all securities of the issuer sold during the past 3 months by the person for whose account the securities are to be sold.

144: Securities Sold During The Past 3 Months

Name and Address of Seller	Title of Securities Sold	Date of Sale	Amount of Securities Sold	Gross Proceeds
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/13/2026	8000	90967.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/14/2026	8000	93553.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/20/2026	8000	89634.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/21/2026	8000	88181.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/22/2026	8000	89616.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/26/2026	8000	87145.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/27/2026	8000	84097.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/28/2026	8000	84586.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/02/2026	8000	82554.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/03/2026	8000	80328.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/04/2026	4000	35749.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/09/2026	4000	34965.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/10/2026	4000	34821.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/11/2026	4000	31946.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/17/2026	4000	28637.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/18/2026	4000	29376.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/19/2026	4000	29160.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/23/2026	4000	31003.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/24/2026	4000	35200.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/25/2026	12748	123504.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/02/2026	39252	391998.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/03/2026	8000	80231.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/04/2026	8000	80537.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/09/2026	5650	55723.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/10/2026	4000	38994.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/11/2026	4000	38703.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/16/2026	4000	39727.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/17/2026	5227	51957.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/18/2026	4000	38360.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/23/2026	4000	38680.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/24/2026	4000	37905.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/25/2026	4000	37662.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/30/2026	4000	36921.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/31/2026	4000	38400.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/01/2026	4000	36587.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/06/2026	4000	37365.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/07/2026	4000	37843.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/08/2026	4000	39128.00

144: Remarks and Signature

Remarks

Date of Notice

Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1

ATTENTION:

The person for whose account the securities to which this notice relates are to be sold hereby represents by signing this notice that he does not know any material adverse information in regard to the current and prospective operations of the Issuer of the securities to be sold which has not been publicly disclosed. If such person has adopted a written trading plan or given trading instructions to satisfy Rule 10b5-1 under the Exchange Act, by signing the form and indicating the date that the plan was adopted or the instruction given, that person makes such representation as of the plan adoption or instruction date.

Signature

ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)

FAQ

What does MediaAlpha (MAX) Form 144 for 12,000 shares mean?

It is a regulatory notice that an affiliate intends to sell 12,000 shares tied to a restricted stock lapse on 02/15/2026. The Form 144 itself does not confirm execution; it notifies the market of a proposed resale by an affiliate.

Who is the reported seller in the MAX filings?

The disclosed seller in the trading history is Steven Yi, with multiple dispositions listed from January through April 2026. The Form 144 links the 12,000‑share notice to a restricted stock lapse dated 02/15/2026.

Do the past trades on the form show proceeds for MAX insider sales?

Yes, the filing lists per‑trade gross proceeds alongside share counts, for example 39,252 shares for $391,998 on 03/02/2026. Each row shows the trade date, shares, and dollar amount received.

Does a Form 144 mean shares have been sold for MAX?

No. A Form 144 is a notice of proposed resale under Rule 144; it signals intent to sell but does not itself confirm that the shares were executed in the market. Execution would appear in subsequent trade reports or Form 4 filings.

Where can I find details of execution if the MAX sale occurs?

Execution details appear in broker reports and SEC filings such as Form 4 or trade confirmations. Check subsequent insider filings and market transaction reports for exact sale dates, quantities, and prices.