MediaAlpha (NYSE: MAX) investor files to sell 36,300 common shares

Rhea-AI Filing Summary

MediaAlpha, Inc. security holder Eugene Nonko has filed a Rule 144 notice to sell up to 36,300 common shares, with an aggregate market value of $418,138, through Charles Schwab on or about January 12, 2026 on the NYSE.

The issuer reports 56,868,573 shares outstanding, which is a baseline figure for the company’s equity. The shares to be sold were originally acquired from MediaAlpha through a restricted stock lapse and capital contribution transactions dated between July 30, 2021 and May 15, 2025.

Nonko has also reported a series of 12,100‑share sales of MediaAlpha securities in the prior three months, with individual gross proceeds disclosed for each trade between November 17, 2025 and January 7, 2026.

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	418138.00	56868573	01/12/2026	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	05/15/2025	Restricted Stock Lapse	MediaAlpha, Inc.			16200	05/15/2025	Equity Compensation
Common	07/30/2021	Capital contribution	MediaAlpha, Inc.			16287	07/30/2021	NA
Common	10/30/2021	Capital contribution	MediaAlpha, Inc.			3813	10/30/2021	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
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/15/2025	12100	155317.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/16/2025	12100	154138.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/17/2025	12100	154829.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/22/2025	12100	156221.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/23/2025	12100	153479.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	12/24/2025	12100	153322.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	12/29/2025	12100	153017.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	12/30/2025	12100	154820.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	12/31/2025	12100	156498.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/05/2026	12100	144999.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/06/2026	12100	143645.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/07/2026	12100	141107.00

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 by Eugene Nonko disclose?

The filing states that Eugene Nonko intends to sell up to 36,300 shares of MediaAlpha, Inc. common stock under Rule 144, with an aggregate market value of $418,138, through Charles Schwab & Co., Inc. on or about January 12, 2026 on the NYSE.

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

The Form 144 lists 56,868,573 shares of MediaAlpha, Inc. common stock as outstanding, providing context for the company’s total equity base relative to the proposed 36,300‑share sale.

How were the MediaAlpha shares in this Form 144 acquired by Eugene Nonko?

The shares to be sold were acquired directly from MediaAlpha, Inc. through a restricted stock lapse dated May 15, 2025 and through capital contribution transactions dated July 30, 2021 and October 30, 2021, with equity compensation noted for the restricted stock.

What prior MediaAlpha (MAX) share sales by Eugene Nonko are reported in the last 3 months?

The disclosure lists multiple sales by Eugene Nonko of 12,100 MediaAlpha securities per transaction, with individual gross proceeds shown for each trade between November 17, 2025 and January 7, 2026, all identified as MediaAlpha securities.

On which exchange and through which broker are the MediaAlpha shares in this Form 144 expected to be sold?

The Form 144 indicates that the 36,300 MediaAlpha common shares are to be sold on the NYSE through Charles Schwab & Co., Inc., with the broker’s address listed in Westlake, Texas.

What representation does the seller make in the MediaAlpha (MAX) Form 144?

The signer represents that they do not know any material adverse information about MediaAlpha’s current or prospective operations that has not been publicly disclosed, as part of the standard Rule 144 notice language.