Insider plans 5,000-share MediaAlpha (NYSE: MAX) Rule 144 stock sale

Rhea-AI Filing Summary

MediaAlpha, Inc. received a notice of a planned sale of restricted shares under Rule 144. The holder intends to sell 5,000 shares of common stock through Charles Schwab & Co., Inc. on the NYSE, with an aggregate market value of $36,523.00 and 56,868,573 shares outstanding.

The 5,000 shares were acquired on 05/15/2024 via a restricted stock lapse as equity compensation from MediaAlpha. The form also reports that Jeffrey B. Coyne sold 5,000 MediaAlpha securities on 12/12/2025 for gross proceeds of $65,790.00 during the prior three months.

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	5000	36523.00	56868573	02/13/2026	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	05/15/2024	Restricted Stock Lapse	MediaAlpha, Inc.			5000	05/15/2024	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
JEFFREY B COYNE 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/12/2025	5000	65790.00

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) disclose in this Form 144 filing?

The filing discloses a planned sale of 5,000 MediaAlpha common shares under Rule 144. The shares were acquired through restricted stock vesting and are intended to be sold on the NYSE via Charles Schwab, with an aggregate market value reported as $36,523.00.

How many MediaAlpha (MAX) shares are planned to be sold and at what value?

The holder plans to sell 5,000 common shares of MediaAlpha. The filing lists an aggregate market value of $36,523.00 for this planned transaction, with the sale to be executed through Charles Schwab on the NYSE around 02/13/2026.

How were the MediaAlpha (MAX) shares in this Form 144 acquired?

The 5,000 MediaAlpha shares were acquired on 05/15/2024 through a restricted stock lapse. The filing describes this as equity compensation from MediaAlpha, Inc., meaning the seller originally received the shares as part of a compensation award that vested on that date.

What prior MediaAlpha (MAX) sales are reported in the last three months?

The form reports that Jeffrey B. Coyne sold 5,000 MediaAlpha securities on 12/12/2025, generating gross proceeds of $65,790.00. This disclosure covers securities sales in the past three months for aggregation under Rule 144 requirements.

Which broker and exchange are involved in the MediaAlpha (MAX) planned sale?

The planned Rule 144 sale will be handled by Charles Schwab & Co., Inc., located at 3000 Schwab Way, Westlake, TX 76262. The filing states that the 5,000 common shares of MediaAlpha are intended to be sold on the NYSE.

How many MediaAlpha (MAX) shares are outstanding in this Form 144?

The filing indicates that 56,868,573 MediaAlpha common shares are outstanding. This figure is provided as context for the planned 5,000-share sale under Rule 144, helping illustrate the relative size of the proposed transaction.