Form 144: MediaAlpha holder to sell 36,300 MAX common shares

Rhea-AI Filing Summary

MediaAlpha, Inc. (MAX) had a holder file a Form 144 indicating an intention to sell 36,300 common shares through Charles Schwab & Co., Inc. on the NYSE, with an approximate sale date of 11/24/2025. The filing lists 56,868,573 common shares outstanding, providing context for the size of the planned sale.

The securities to be sold were acquired via a restricted stock lapse for 16,200 shares on 11/15/2025 as equity compensation and a capital contribution for 20,100 shares on 07/30/2021. The same holder, Eugene Nonko, previously sold 12,100 shares on each of 11/17/2025, 11/18/2025, and 11/19/2025, with gross proceeds of 149,152.00, 143,401.00, and 140,737.00, respectively.

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	36300	432936.00	56868573	11/24/2025	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.			16200	11/15/2025	Equity Compensation
Common	07/30/2021	Capital Contribution	MediaAlpha, Inc.			20100	07/30/2021	NA

* 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
Eugene Nonko 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/17/2025	12100	149152.00
Eugene Nonko 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/18/2025	12100	143401.00
Eugene Nonko 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/19/2025	12100	140737.00

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 Form 144 shows that a holder plans to sell 36,300 common shares of MediaAlpha, Inc. on the NYSE through Charles Schwab & Co., Inc., with an approximate sale date of 11/24/2025.

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

The filing reports that 56,868,573 common shares of MediaAlpha, Inc. are outstanding, giving context for the planned sale of 36,300 shares.

Who is selling MediaAlpha shares and how were the shares acquired?

Eugene Nonko is the selling holder. The shares to be sold include 16,200 shares acquired on 11/15/2025 via a restricted stock lapse as equity compensation and 20,100 shares acquired on 07/30/2021 via a capital contribution.

What recent MediaAlpha (MAX) share sales has the holder already completed?

Over the past three months, the holder sold 12,100 shares on each of 11/17/2025, 11/18/2025, and 11/19/2025, for gross proceeds of 149,152.00, 143,401.00, and 140,737.00, respectively.

On which exchange will the planned MediaAlpha (MAX) shares be sold and through which broker?

The planned 36,300-share sale is listed for the New York Stock Exchange (NYSE) and will be executed through Charles Schwab & Co., Inc.

What types of transactions led to the acquisition of the MediaAlpha shares being sold?

The filing states that the shares were acquired through a restricted stock lapse categorized as equity compensation and through a capital contribution from MediaAlpha, Inc.