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MediaAlpha (NYSE: MAX) CTO trades 13,000 shares in 10b5-1 plan

Filing Impact
(Moderate)
Filing Sentiment
(Negative)
Form Type
4

Rhea-AI Filing Summary

MediaAlpha, Inc. Chief Technology Officer Kuanling Amy Yeh sold a total of 13,000 shares of Class A Common Stock on July 16–17, 2026, in open-market transactions under a Rule 10b5-1 trading plan primarily to cover taxes from RSU vesting, at prices around $13.95–$14.51 per share, and now directly holds 553,985 shares.

Positive

  • None.

Negative

  • None.
Insider Yeh Kuanling Amy
Role Chief Technology Officer
Sold 13,000 shs ($187K)
Type Security Shares Price Value
Sale Class A Common Stock 3,000 $13.95 $42K
Sale Class A Common Stock 10,000 $14.508 $145K
Holdings After Transaction: Class A Common Stock — 553,985 shares (Direct)
Footnotes (1)
  1. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily to cover taxes resulting from the vesting of RSUs. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $14.50 to $14.51 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
Total shares sold 13,000 shares Aggregate shares sold by CTO Kuanling Amy Yeh on July 16–17, 2026
Sale price on July 17, 2026 $13.95 per share 3,000 shares of Class A Common Stock sold on July 17, 2026
Weighted-average sale price on July 16, 2026 $14.508 per share 10,000 shares sold in multiple trades between $14.50 and $14.51 on July 16, 2026
Shares owned after transactions 553,985 shares Direct Class A Common Stock held by Yeh following the July 17, 2026 sale
Price range for July 16 sales $14.50–$14.51 per share Range of prices for multiple transactions included in the 10,000-share sale on July 16, 2026
Rule 10b5-1 trading plan regulatory
"were effected pursuant to a Rule 10b5-1 trading plan previously adopted"
A Rule 10b5-1 trading plan is a pre-arranged schedule that allows company insiders to buy or sell stock at specific times, even if they have inside information. It helps prevent accusations of unfair trading by making these transactions look planned and transparent, rather than sneaky or illegal.
RSUs financial
"primarily to cover taxes resulting from the vesting of RSUs"
RSUs, or restricted stock units, are a form of company shares given to employees as part of their compensation. They are typically awarded with certain restrictions, such as a waiting period before they can be fully owned or sold, similar to earning a gift that becomes fully yours over time. For investors, RSUs can impact a company's stock offerings and reflect how much the company relies on stock-based incentives to attract and retain talent.
weighted-average sale price financial
"Reflects the weighted-average sale price for shares sold in multiple transactions"

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

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FAQ

What insider stock sale did MediaAlpha (MAX) disclose for its CTO?

MediaAlpha’s Chief Technology Officer, Kuanling Amy Yeh, sold 13,000 shares of Class A Common Stock on July 16–17, 2026. The transactions were open-market sales executed under a pre-arranged Rule 10b5-1 trading plan.

At what prices did the MediaAlpha (MAX) CTO sell her shares?

Yeh sold 3,000 shares at $13.95 per share on July 17, 2026, and 10,000 shares at a weighted-average price of $14.508 on July 16, 2026, from multiple trades priced between $14.50 and $14.51 per share.

How many MediaAlpha (MAX) shares does the CTO hold after these transactions?

Following the reported sales, Kuanling Amy Yeh directly holds 553,985 shares of MediaAlpha Class A Common Stock. This figure reflects her ownership position after the 13,000 shares were sold on July 16–17, 2026.

Were the MediaAlpha (MAX) CTO’s stock sales made under a Rule 10b5-1 plan?

Yes. The sales were executed pursuant to a Rule 10b5-1 trading plan previously adopted by Yeh. According to the disclosure, the plan was used primarily to cover taxes arising from the vesting of RSUs.

What total volume of MediaAlpha (MAX) stock did the CTO trade in July 2026?

Across July 16 and 17, 2026, Kuanling Amy Yeh sold a total of 13,000 shares of MediaAlpha Class A Common Stock in open-market transactions, with per-share prices ranging from $13.95 to $14.51.

SEC Form 4
FORM 4UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940
OMB APPROVAL
OMB Number:3235-0287
Estimated average burden
hours per response:0.5
Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).
X
Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.
1. Name and Address of Reporting Person*
Yeh Kuanling Amy
(Last)(First)(Middle)
C/O MEDIAALPHA, INC.
700 SOUTH FLOWER STREET, SUITE 640
(Street)
LOS ANGELES CALIFORNIA 90017
(City)(State)(Zip)
UNITED STATES
(Country)		2. Issuer Name and Ticker or Trading Symbol
MediaAlpha, Inc. [ MAX ] 		5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)
Director10% Owner
XOfficer (give title below)Other (specify below)
Chief Technology Officer
2a. Foreign Trading Symbol
3. Date of Earliest Transaction (Month/Day/Year)
07/16/2026		6. Individual or Joint/Group Filing (Check Applicable Line)
XForm filed by One Reporting Person
Form filed by More than One Reporting Person
4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3) 2. Transaction Date (Month/Day/Year)2A. Deemed Execution Date, if any (Month/Day/Year)3. Transaction Code (Instr. 8) 4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5) 5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4) 6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeVAmount(A) or (D)Price
Class A Common Stock07/16/2026S(1)10,000D$14.508(2)556,985D
Class A Common Stock07/17/2026S(1)3,000D$13.95553,985D
Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned
(e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3) 2. Conversion or Exercise Price of Derivative Security 3. Transaction Date (Month/Day/Year)3A. Deemed Execution Date, if any (Month/Day/Year)4. Transaction Code (Instr. 8) 5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5) 6. Date Exercisable and Expiration Date (Month/Day/Year)7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4) 8. Price of Derivative Security (Instr. 5) 9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4) 10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 11. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeV(A)(D)Date ExercisableExpiration DateTitleAmount or Number of Shares
Explanation of Responses:
1. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily to cover taxes resulting from the vesting of RSUs.
2. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $14.50 to $14.51 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
Remarks:
/s/ Jeffrey B. Coyne07/17/2026
** Signature of Reporting PersonDate
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)

Source: View Original Filing on SEC EDGAR