MediaAlpha, Inc. (NYSE: MAX) insider plans Rule 144 sale of 3,000 shares

Rhea-AI Filing Summary

MediaAlpha, Inc. insider Kuanling Amy Yeh has filed a notice of proposed sale under Rule 144 for 3,000 shares of common stock through Charles Schwab & Co., Inc. on the NYSE, with an aggregate market value of $39,473.00. The shares are part of a class with 56,868,573 shares outstanding and are expected to be sold around 12/12/2025.

The 3,000 shares were acquired on 08/15/2022 through a restricted stock lapse from MediaAlpha, Inc. as equity compensation. Over the past three months, Yeh has sold an additional 12,000 MediaAlpha securities on 12/10/2025 for gross proceeds of $161,870.00, indicating ongoing personal portfolio activity rather than a new corporate financing event.

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	3000	39473.00	56868573	12/12/2025	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	08/15/2022	Restricted Stock Lapse	MediaAlpha, Inc.			3000	08/15/2022	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

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, Inc. (MAX) disclose?

The Form 144 discloses that Kuanling Amy Yeh plans to sell 3,000 shares of MediaAlpha, Inc. common stock on the NYSE, with an aggregate market value of $39,473.00.

How many MediaAlpha (MAX) shares is the insider planning to sell and through which broker?

The insider plans to sell 3,000 common shares of MediaAlpha, Inc. through Charles Schwab & Co., Inc., to be traded on the NYSE.

When were the MediaAlpha (MAX) shares being sold under Form 144 originally acquired?

The 3,000 shares were acquired on 08/15/2022 via a restricted stock lapse from MediaAlpha, Inc. as equity compensation.

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

The class of common stock involved in this Form 144 has 56,868,573 shares outstanding.

What prior sales of MediaAlpha (MAX) stock by this insider are disclosed?

The filing reports that Kuanling Amy Yeh sold 12,000 MediaAlpha securities on 12/10/2025 for $161,870.00 in gross proceeds during the past three months.

Is the Form 144 for MediaAlpha (MAX) a company fundraising event?

No. The filing describes planned sales by an insider from existing holdings under Rule 144; it is not a new capital-raising transaction by MediaAlpha, Inc..