MediaAlpha (NYSE: MAX) insider Steven Yi plans sale of 24,000 shares

Rhea-AI Filing Summary

Steven Yi has filed a Form 144 indicating an intention to sell up to 24,000 shares of MediaAlpha, Inc. common stock through broker Charles Schwab & Co. The shares to be sold have an aggregate market value of $313,757.00, with an approximate sale date of 12/08/2025 on the NYSE. These 24,000 shares were acquired on 11/15/2025 via restricted stock lapse as equity compensation from MediaAlpha, Inc. Shares of MediaAlpha common stock outstanding were 56,868,573 at the time referenced. Over the prior three months, Yi reported multiple sales of 8,000 MediaAlpha shares per transaction, with disclosed gross proceeds for each sale.

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	24000	313757.00	56868573	12/08/2025	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	11/15/2025	Restricted Stock Lapse	MediaAlpha, Inc.			24000	11/15/2025	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.	11/17/2025	8000	98516.00
Steven Yi 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/18/2025	8000	94766.00
Steven Yi 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/19/2025	8000	93755.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/24/2025	8000	95009.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/25/2025	8000	95878.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/26/2025	8000	99853.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/01/2025	8000	100803.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/02/2025	8000	100584.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/03/2025	8000	106996.00

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 the Form 144 filing for MediaAlpha (MAX) disclose?

The filing discloses that Steven Yi plans to sell up to 24,000 shares of MediaAlpha, Inc. common stock under Rule 144, with an aggregate market value of $313,757.00.

When and where are the MediaAlpha (MAX) shares expected to be sold?

The notice lists an approximate sale date of 12/08/2025, with the shares to be sold on the NYSE.

How did Steven Yi acquire the 24,000 MediaAlpha shares being sold?

The 24,000 shares were acquired on 11/15/2025 through a restricted stock lapse from MediaAlpha, Inc., described as equity compensation.

How many MediaAlpha (MAX) shares are outstanding according to the filing?

The Form 144 states that 56,868,573 shares of MediaAlpha common stock were outstanding at the referenced time.

What prior share sales by Steven Yi are reported in the last 3 months?

The filing lists multiple transactions where 8,000 MediaAlpha shares were sold on several dates in November and December 2025, each with separately disclosed gross proceeds such as $98,516.00, $94,766.00, and $106,996.00.

Who is the broker for the planned MediaAlpha (MAX) share sale?

The Form 144 identifies Charles Schwab & Co., Inc., located at 3000 Schwab Way, Westlake, TX 76262, as the broker for the planned sale.