MediaAlpha insider plans sale of 36,300 shares

MediaAlpha, Inc. insider Eugene Nonko filed a Form 144 notice to sell up to 36,300 common shares through Charles Schwab & Co., Inc. on the NYSE around 02/02/2026, with an aggregate market value of $375,859.00.

Rhea-AI Filing Summary

MediaAlpha, Inc. insider Eugene Nonko filed a Form 144 notice to sell up to 36,300 common shares through Charles Schwab & Co., Inc. on the NYSE around 02/02/2026, with an aggregate market value of $375,859.00. MediaAlpha had 56,868,573 shares outstanding.

The shares to be sold come from a restricted stock lapse of 16,200 shares dated 08/15/2025, treated as equity compensation, and a 20,100‑share capital contribution dated 10/30/2021. The filing also lists a recent pattern of open-market sales of 12,100 shares per day from November 2025 through January 2026, each showing disclosed gross proceeds.

FAQ

What does the Form 144 filing for MediaAlpha (MAX) disclose?

The Form 144 shows insider Eugene Nonko’s intent to sell up to 36,300 MediaAlpha common shares on the NYSE. The planned sale has an aggregate market value of $375,859.00, reflecting a prospective disposition of restricted and previously contributed shares.

How many MediaAlpha (MAX) shares does Eugene Nonko plan to sell?

The filing states a planned sale of 36,300 common shares of MediaAlpha, Inc. These shares are to be sold through Charles Schwab & Co., Inc. on the NYSE, based on the Form 144 notice of proposed sale under Rule 144.

What is the market value of the MediaAlpha (MAX) shares in the Form 144?

The Form 144 lists an aggregate market value of $375,859.00 for the 36,300 MediaAlpha common shares proposed for sale. This amount reflects the estimated value at the time of filing, not necessarily the final sale proceeds.

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

The document reports 56,868,573 MediaAlpha common shares outstanding. This figure provides context for the planned 36,300‑share sale under Rule 144, showing the relative size of the proposed transaction versus total outstanding shares.

What is the source of the MediaAlpha (MAX) shares being sold by Eugene Nonko?

The shares come from two acquisitions: a 16,200‑share restricted stock lapse on 08/15/2025 treated as equity compensation, and a 20,100‑share capital contribution on 10/30/2021, both issued by MediaAlpha, Inc..

What recent MediaAlpha (MAX) share sales by Eugene Nonko are listed?

The filing lists multiple sales of 12,100 MediaAlpha shares per transaction between 11/17/2025 and 01/28/2026. Each sale includes disclosed gross proceeds, such as $149,152.00 on 11/17/2025 and $127,265.00 on 01/27/2026.

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Accepted by SEC EDGAR 02/02/2026 - 04:09 PM 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	0001830016
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	Nonko Eugene
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	Director

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	375859.00	56868573	02/02/2026	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.			16200	08/15/2025	Equity Compensation
Common	10/30/2021	Capital Contribution	MediaAlpha, Inc.			20100	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
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/12/2026	12100	139384.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/13/2026	12100	137666.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/14/2026	12100	141549.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/20/2026	12100	135624.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/21/2026	12100	133331.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/22/2026	12100	135534.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/26/2026	12100	131391.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/27/2026	12100	127265.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	01/28/2026	12100	129957.00

144: Remarks and Signature

Remarks	Shares covered by this filing are being sold by Eugene Nonko & O.N.E HOLDINGS LLC and may be sold over various dates.
Date of Notice	02/02/2026
Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1	08/13/2025
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	Eugene Nonko
ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)