MediaAlpha CTO sells 3,000 shares at $12

MediaAlpha’s CTO disclosed a small, pre-planned share sale mainly to cover RSU-related tax obligations.

Rhea-AI Filing Summary

MediaAlpha, Inc. (MAX) reported that Chief Technology Officer Kuanling Amy Yeh sold 3,000 shares of Class A common stock on September 4, 2026 at $12.00 per share. The sales were made under a previously adopted Rule 10b5-1 trading plan primarily to cover taxes from RSU vesting, and she held 549,091 shares directly afterward.

Insider Trade Summary 10b5-1

Net Seller: 3,000 shares

Net Sell 1 txn

Insider Yeh Kuanling Amy

Role Chief Technology Officer

Sold 3,000 shs ($36K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock F1	3,000	$12.00	$36K

Holdings After Transaction: Class A Common Stock — 549,091 shares (Direct)

Footnotes (1)

1. F1. 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.

Key Figures

Shares sold: 3,000 shares Sale price: $12.00 per share Shares held after transaction: 549,091 shares +1 more

4 metrics

Shares sold 3,000 shares Class A common stock sold on September 4, 2026

Sale price $12.00 per share Price for the 3,000 Class A shares sold on September 4, 2026

Shares held after transaction 549,091 shares Direct holdings of the CTO following the reported sale

Rule 10b5-1 plan status Sales under previously adopted Rule 10b5-1 trading plan Plan primarily to cover taxes from vesting of RSUs

Key Terms

Rule 10b5-1 trading plan, vesting of RSUs, RSUs, open market or private transaction

4 terms

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.

vesting of RSUs financial

"primarily to cover taxes resulting from the vesting of RSUs"

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.

open market or private transaction market

"Sale in open market or private transaction"

FAQ

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

What insider transaction did MediaAlpha (MAX) disclose in this Form 4?

MediaAlpha disclosed that Chief Technology Officer Kuanling Amy Yeh sold 3,000 shares of Class A common stock in a reported transaction on September 4, 2026 under a Rule 10b5-1 trading plan.

At what price were the MAX shares sold by the CTO?

The CTO’s reported sale of MediaAlpha (MAX) shares was executed at an average price of $12.00 per share for the 3,000 shares of Class A common stock sold.

How many MediaAlpha (MAX) shares does the CTO hold after this sale?

After the reported sale, Chief Technology Officer Kuanling Amy Yeh directly held 549,091 shares of MediaAlpha (MAX) Class A common stock.

Was the MAX insider sale made under a Rule 10b5-1 plan?

Yes. The filing states the sales were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the reporting person, primarily to cover taxes from the vesting of RSUs.

Why were the CTO’s MAX shares sold according to the filing?

The footnote explains the shares were sold primarily to cover taxes resulting from the vesting of RSUs, under a previously adopted Rule 10b5-1 trading plan.

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

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Available on EDGAR 09/09/2026 - 06:23 PM Accepted by SEC EDGAR 09/09/2026 - 06:22 PM Learn about SEC filing dates

SEC Form 4

FORM 4

UNITED 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)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	Chief Technology Officer

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
09/04/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form 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)
			Code	V	Amount	(A) or (D)	Price
Class A Common Stock	09/04/2026		S(1)		3,000	D	$12	549,091	D

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)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount 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.

Remarks:

	/s/ Jeffrey B. Coyne	09/09/2026
	** Signature of Reporting Person	Date
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)