MediaAlpha (NYSE: MAX) investor files notice to sell 36300 shares of common stock

Rhea-AI Filing Summary

MediaAlpha, Inc. (MAX) security holder Eugene Nonko has filed a notice to sell up to 36300 shares of common stock. The proposed sale is to be executed through Charles Schwab & Co., Inc. on the NYSE around 12/15/2025, with an aggregate market value of 465953.00 based on the figures given, while 56868573 shares are shown as outstanding.

The shares to be sold were acquired in two transactions: 16200 shares on 11/15/2025 through a restricted stock lapse as equity compensation, and 20100 shares on 07/30/2021 via a capital contribution from MediaAlpha, Inc. The holder also reports a series of recent sales, each for 12100 shares of MediaAlpha, Inc. between 11/17/2025 and 12/10/2025, with gross proceeds including 149152.00 on 11/17/2025 and 163304.00 on 12/10/2025.

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	465953.00	56868573	12/15/2025	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
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/24/2025	12100	144313.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/25/2025	12100	146591.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/26/2025	12100	151024.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/01/2025	12100	152517.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/02/2025	12100	152121.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/03/2025	12100	161869.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/08/2025	12100	158383.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/09/2025	12100	161222.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/10/2025	12100	163304.00

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 MediaAlpha (MAX) Form 144 filing disclose?

The notice states that a MediaAlpha, Inc. security holder, Eugene Nonko, plans to sell up to 36300 shares of common stock through Charles Schwab & Co., Inc. on the NYSE around 12/15/2025, with an aggregate market value shown as 465953.00.

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

The holder expects to sell 36300 common shares of MediaAlpha, Inc., with an indicated aggregate market value of 465953.00 in the filing.

How were the MediaAlpha (MAX) shares being sold originally acquired?

The filing shows two acquisition events: 16200 shares acquired on 11/15/2025 via a Restricted Stock Lapse classified as equity compensation, and 20100 shares acquired on 07/30/2021 as a capital contribution from MediaAlpha, Inc.

Through which broker and on which exchange will the MediaAlpha (MAX) shares be sold?

The proposed sales are to be executed through Charles Schwab & Co., Inc., located at 3000 Schwab Way, Westlake, TX 76262, with the shares to be traded on the NYSE.

What recent MediaAlpha (MAX) share sales has this holder reported in the past 3 months?

The holder reports multiple sales of 12100 shares of MediaAlpha, Inc. on various dates between 11/17/2025 and 12/10/2025, with disclosed gross proceeds including 149152.00 on 11/17/2025 and 163304.00 on 12/10/2025.

How many MediaAlpha (MAX) shares are shown as outstanding in this notice?

The document lists 56868573 shares of MediaAlpha, Inc. common stock as outstanding in the securities information section.