MediaAlpha (NYSE: MAX) stockholder files Rule 144 notice to sell shares

Rhea-AI Filing Summary

MediaAlpha, Inc. (MAX) received a Rule 144 notice for a planned sale of 36,300 shares of its common stock through Charles Schwab & Co., Inc., with an aggregate market value of $458,832.00. The shares are to be sold on or about 12/29/2025 on the NYSE, and the filing notes that 56,868,573 shares of MediaAlpha common stock are outstanding.

The seller acquired 16,200 shares on 05/15/2025 through a restricted stock lapse as equity compensation and 20,100 shares on 07/30/2021 via a capital contribution from MediaAlpha, Inc. The notice also discloses that the same seller, Eugene Nonko, sold multiple blocks of 12,100 shares of MediaAlpha stock on various dates from 11/17/2025 through 12/24/2025, with each sale’s gross proceeds listed.

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	458832.00	56868573	12/29/2025	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	05/15/2025	Restricted Stock Lapse	MediaAlpha, Inc.			16200	05/15/2025	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
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

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 notice disclose?

The notice discloses a planned sale of 36,300 shares of MediaAlpha, Inc. common stock under Rule 144, with an aggregate market value of $458,832.00, to be executed through Charles Schwab & Co., Inc. on or about 12/29/2025 on the NYSE.

How many MediaAlpha shares are outstanding in this Form 144 filing?

The filing states that there are 56,868,573 shares of MediaAlpha, Inc. common stock outstanding.

How did the seller acquire the MediaAlpha shares listed in the Form 144?

The seller acquired 16,200 shares on 05/15/2025 through a restricted stock lapse as equity compensation and 20,100 shares on 07/30/2021 via a capital contribution from MediaAlpha, Inc..

Who is selling MediaAlpha (MAX) shares in this Rule 144 filing?

The Form 144 identifies Eugene Nonko, with an address in Los Angeles, California, as the person for whose account the MediaAlpha, Inc. shares are to be sold.

What recent MediaAlpha share sales by the same seller are disclosed?

The filing lists multiple prior sales by Eugene Nonko, each of 12,100 shares of MediaAlpha, Inc. stock, on various dates from 11/17/2025 through 12/24/2025, with each transaction’s gross proceeds disclosed.

Through which broker will the MediaAlpha shares in this Form 144 be sold?

The planned 36,300-share sale of MediaAlpha, Inc. common stock is to be executed through Charles Schwab & Co., Inc., located in Westlake, Texas.