MediaAlpha (NYSE: MAX) insider Kuanling Amy Yeh files to sell 15,000 shares

Rhea-AI Filing Summary

MediaAlpha, Inc. insider Kuanling Amy Yeh filed a notice to sell 15,000 shares of common stock, with an aggregate market value of 172,200.00, through Charles Schwab & Co., Inc. on the NYSE, with an approximate sale date of 01/16/2026.

The shares to be sold come from restricted stock that vested as equity compensation, including 7,078 shares acquired on 10/30/2022, 7,445 shares on 11/15/2022, and 477 shares on 01/30/2023. Over the past three months, Yeh has reported additional sales of MediaAlpha securities, such as 12,000 shares on 12/10/2025 for gross proceeds of 161,870.00 and 3,000 shares on 12/12/2025 for 39,473.00, as well as 3,000 shares on 01/02/2026 for 38,850.00.

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

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	15000	172200.00	56868573	01/16/2026	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	10/30/2022	Restricted Stock Lapse	MediaAlpha, Inc.			7078	10/30/2022	Equity Compensation
Common	11/15/2022	Restricted Stock Lapse	MediaAlpha, Inc.			7445	11/15/2022	Equity Compensation
Common	01/30/2023	Restricted Stock Lapse	MediaAlpha, Inc.			477	01/30/2023	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
Kuanling Amy Yeh 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/10/2025	12000	161870.00
Kuanling Amy Yeh 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/12/2025	3000	39473.00
Kuanling Amy Yeh 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/02/2026	3000	38850.00

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) insider Kuanling Amy Yeh plan to sell under this notice?

Kuanling Amy Yeh filed to sell 15,000 shares of MediaAlpha, Inc. common stock, with an aggregate market value of 172,200.00, through Charles Schwab & Co., Inc. on the NYSE, with an approximate sale date of 01/16/2026.

How were the MediaAlpha (MAX) shares being sold originally acquired?

The shares come from restricted stock that lapsed and became vested as equity compensation, including 7,078 shares on 10/30/2022, 7,445 shares on 11/15/2022, and 477 shares on 01/30/2023, all from MediaAlpha, Inc.

What recent MediaAlpha (MAX) stock sales has Kuanling Amy Yeh reported in the last 3 months?

In the past three months, Kuanling Amy Yeh reported selling MediaAlpha securities including 12,000 shares on 12/10/2025 for gross proceeds of 161,870.00, 3,000 shares on 12/12/2025 for 39,473.00, and 3,000 shares on 01/02/2026 for 38,850.00.

What is the class of MediaAlpha (MAX) securities covered by this planned sale?

The filing covers common stock of MediaAlpha, Inc., to be sold through Charles Schwab & Co., Inc. with the securities listed for trading on the NYSE.

How many MediaAlpha (MAX) shares are outstanding according to this notice?

The notice states that the number of shares outstanding of the class being sold is 56,868,573 at the time of the filing.

What representation does the seller make about MediaAlpha (MAX) information when signing this notice?

By signing the notice, the seller represents that they do not know any material adverse information about the current or prospective operations of MediaAlpha, Inc. that has not been publicly disclosed.