MediaAlpha insider plans sale of 5,000 shares under Rule 144

Rhea-AI Filing Summary

MediaAlpha, Inc. has filed a Form 144 notice for the potential sale of 5,000 shares of its common stock through broker Charles Schwab & Co., Inc. The shares have an aggregate market value of $65,790 and are listed on the NYSE, with 56,868,573 shares outstanding. The approximate sale date indicated is December 12, 2025. These shares were acquired on May 15, 2024 through a restricted stock lapse as equity compensation.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What does the Form 144 filing for MAX disclose?

The Form 144 discloses a planned sale of 5,000 shares of MediaAlpha, Inc. common stock by an insider or affiliated holder, in compliance with Rule 144 requirements.

How many MediaAlpha (MAX) shares are planned to be sold under this Form 144?

The notice covers the potential sale of 5,000 common shares of MediaAlpha, Inc.

What is the market value of the MediaAlpha (MAX) shares covered by this Form 144?

The 5,000 MediaAlpha shares have an aggregate market value of $65,790 as indicated in the filing.

When were the MediaAlpha (MAX) shares acquired and how?

The 5,000 shares were acquired on May 15, 2024 through a restricted stock lapse from MediaAlpha, Inc. as equity compensation.

When might the MediaAlpha (MAX) shares be sold under this Form 144?

The filing lists an approximate sale date of December 12, 2025 for the 5,000 shares.

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

The filing reports 56,868,573 common shares of MediaAlpha, Inc. outstanding.

Which broker is handling the planned MediaAlpha (MAX) share sale?

The planned sale is to be executed through Charles Schwab & Co., Inc., located in Westlake, Texas.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Accepted by SEC EDGAR 12/12/2025 - 04:10 PM EST Learn about SEC filing dates

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	0001213184
Filer CCC	XXXXXXXX
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer	MediaAlpha, Inc.
SEC File Number	001-39671
Address of Issuer	700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CALIFORNIA 90017
Phone	619-393-9368
Name of Person for Whose Account the Securities are To Be Sold	COYNE JEFFREY B
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	Officer

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	5000	65790.00	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	05/15/2024	Restricted Stock Lapse	MediaAlpha, Inc.			5000	05/15/2024	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

Nothing to Report

144: Remarks and Signature

Remarks
Date of Notice	12/12/2025
Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1	09/12/2025
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	JEFFREY B COYNE
ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)