Steven Yi sells multiple MediaAlpha shares — MediaAlpha (NYSE: MAX)

Rhea-AI Filing Summary

MediaAlpha insider Steven Yi reported multiple sales of Common Stock. The filing lists repeated 8,000-share dispositions beginning 12/02/2025 through 02/03/2026, a series of 4,000-share transactions in February 2026, and a 12,748-share sale on 02/25/2026. Dollar proceeds are shown per trade (examples include $100,584.00 on 12/02/2025 and $123,504.00 on 02/25/2026).

Insights

Insider Transactions Analyst

Multiple, periodic insider dispositions by Steven Yi are reported across Dec 2025–Feb 2026.

The excerpt lists numerous discrete sales of Common Stock by Steven Yi, including many 8,000-share transactions from 12/02/2025 through 02/03/2026, then smaller 4,000-share trades in February and a 12,748-share sale on 02/25/2026. Each row includes a per-trade proceeds figure, for example $100,584.00 and $123,504.00.

These entries are routine sale notices that disclose transaction size and proceeds; timing appears across multiple dates. Subsequent filings or trade reports would show whether this pattern continues.

Corporate Governance Specialist

The filing is a standard disclosure of affiliate sales, not a company operational update.

The form documents proposed or completed sales by an affiliate rather than corporate actions. The listing names the broker (Charles Schwab & Co., Inc.) and shows the security as Common on the NYSE.

From a governance perspective, these notices increase transparency about insider liquidity; they do not by themselves alter company financials or governance structure.

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	52000	519308.00	56207408	03/02/2026	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	08/15/2025	Restricted Stock Lapse	MediaAlpha, Inc.			33113	08/15/2025	Equity Compensation
Common	03/15/2025	Restricted Stock Lapse	MediaAlpha, Inc.			18887	03/15/2025	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.	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
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/08/2025	8000	104585.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/09/2025	8000	106253.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/10/2025	8000	107998.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/15/2025	8000	103032.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/16/2025	8000	101390.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/17/2025	8000	102598.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/22/2025	8000	102868.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/23/2025	8000	101449.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/24/2025	8000	101352.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/29/2025	8000	101173.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/30/2025	8000	102348.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/31/2025	8000	103504.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/05/2026	8000	95830.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/06/2026	8000	94970.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/07/2026	8000	93279.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/12/2026	8000	92079.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/13/2026	8000	90967.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/14/2026	8000	93553.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/20/2026	8000	89634.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/21/2026	8000	88181.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/22/2026	8000	89616.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/26/2026	8000	87145.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/27/2026	8000	84097.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	01/28/2026	8000	84586.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/02/2026	8000	82554.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/03/2026	8000	80328.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/04/2026	4000	35749.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/09/2026	4000	34965.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/10/2026	4000	34821.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/11/2026	4000	31946.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/17/2026	4000	28637.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/18/2026	4000	29376.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/19/2026	4000	29160.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/23/2026	4000	31003.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/24/2026	4000	35200.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	02/25/2026	12748	123504.00

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 did Steven Yi report in the Form 144 for MediaAlpha (MAX)?

He reported multiple sales of Common Stock, including many 8,000-share trades and a 12,748-share sale. The filing lists trade dates from 12/02/2025 through 02/25/2026, with per-trade proceeds shown alongside each transaction.

How large were the individual trades listed in the filing?

The filing shows repeated 8,000-share transactions and several 4,000-share trades plus a 12,748-share disposition. Specific proceeds examples include $100,584.00 and $123,504.00 tied to listed trade dates.

Does the Form 144 identify the broker used for these sales?

Yes, the broker listed is Charles Schwab & Co., Inc. located at 3000 Schwab Way, Westlake, TX, and the security is reported as Common listed on the NYSE in the excerpt.

Are these filings company actions or insider disclosures?

These are insider disclosure notices documenting sales by an affiliate, not corporate operational actions. The entries list dates, share counts, and proceeds for individual transactions by the reporting person.

Do the filings show aggregate proceeds or total shares sold?

The excerpt lists proceeds for each trade row but does not present an explicit aggregated total. Examples include per-trade proceeds such as $100,584.00 and $123,504.00 shown next to respective dates.