MediaAlpha (MAX) director Nonko sells 23,202 shares under Rule 10b5-1 plan
Filing Impact
Filing Sentiment
Form Type
4
Rhea-AI Filing Summary
MediaAlpha, Inc. director Eugene Nonko reported open-market sales of a total of 23,202 shares of Class A Common Stock over three days. The trades occurred on June 22–24 at weighted-average prices around $10.00–$10.57 per share, through both direct and indirect holdings.
The transactions were executed under a previously adopted Rule 10b5-1 trading plan, described as primarily to cover taxes from the vesting of RSUs. Following these sales, Nonko continues to hold 950,172 shares directly and 1,187,271 shares indirectly through O.N.E. Holdings, LLC, indicating he retains a substantial ownership position.
Positive
- None.
Negative
- None.
Insights
Pre-planned tax-related stock sales with large remaining holdings.
The filing shows director Eugene Nonko selling 23,202 shares of MediaAlpha Class A Common Stock across six open-market transactions on June 22–24. All trades are coded "S" for sales, with prices around $10 per share.
A key footnote states these sales occurred under a previously adopted Rule 10b5-1 trading plan, primarily to cover taxes from vesting RSUs. Such tax-driven, pre-planned trades typically carry weaker signaling value than discretionary transactions because timing is set in advance.
After these sales, Nonko still holds 950,172 shares directly and 1,187,271 shares indirectly through O.N.E. Holdings, LLC. Given the sizable remaining stake and the tax-related 10b5-1 context, this Form 4 appears as a routine liquidity and tax-management event rather than a thesis-changing move.
Insider Trade Summary 10b5-1
Net Seller: 23,202 shares ($237,863)
Net Sell
6 txns
Insider
Nonko Eugene
Role
null
Sold
23,202 shs ($238K)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock | 1,067 | $10.4594 | $11K |
| Sale | Class A Common Stock | 6,667 | $10.4651 | $70K |
| Sale | Class A Common Stock | 1,067 | $10.0923 | $11K |
| Sale | Class A Common Stock | 6,667 | $10.1741 | $68K |
| Sale | Class A Common Stock | 1,067 | $10.00 | $11K |
| Sale | Class A Common Stock | 6,667 | $10.1489 | $68K |
Holdings After Transaction:
Class A Common Stock — 950,172 shares (Direct, null);
Class A Common Stock — 1,187,271 shares (Indirect, By O.N.E. Holdings,LLC)
Footnotes (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 $10.00 to $10.20 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.355 to $10.54 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.00 to $10.32 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.00 to $10.25 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.35 to $10.565 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.
Key Figures
Total shares sold: 23,202 shares
Direct shares sold per day: 1,067 shares
Indirect shares sold per day: 6,667 shares
+3 more
6 metrics
Total shares sold
23,202 shares
Net shares sold across all transactions in June 2026
Direct shares sold per day
1,067 shares
Direct open-market sales on each of June 22, 23, and 24
Indirect shares sold per day
6,667 shares
Indirect sales via O.N.E. Holdings, LLC on each of June 22–24
Direct holdings after trades
950,172 shares
Direct Class A Common Stock held following June 24 transaction
Indirect holdings after trades
1,187,271 shares
Indirect holdings via O.N.E. Holdings, LLC after June 24
Sale price range (example footnote)
$10.00–$10.20/share
Weighted-average price range for one set of June sales
Key Terms
Rule 10b5-1 trading plan, RSUs, weighted-average sale price, Class A Common Stock, +1 more
5 terms
Rule 10b5-1 trading plan regulatory
"The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person"
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
"previously adopted by the Reporting Person 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 at prices ranging from $10.00 to $10.20 per share"
Class A Common Stock financial
"security_title: "Class A Common Stock""
Class A common stock is a category of a company’s shares that carries a specific set of ownership rights—most commonly defined voting power and claims on dividends—set out in the company’s charter. For investors it matters because the class determines how much influence you have over corporate decisions, the share’s likely dividend and trading behavior, and how it compares in value to other share classes, like choosing a particular seat with different privileges at the company’s decision-making table.
open-market sale financial
"transaction_action: "open-market sale""
An open-market sale is when a shareholder sells existing shares directly on a public exchange to any willing buyer, rather than through a private deal. Think of it like putting goods on a busy market stall where price is set by supply and demand; for investors it matters because such sales increase available supply, can put short-term downward pressure on the stock price, and signal changes in liquidity or investor confidence.
FAQ
What insider transaction did MediaAlpha (MAX) director Eugene Nonko report?
MediaAlpha director Eugene Nonko reported selling 23,202 shares of Class A Common Stock over three days. The sales were open-market transactions at prices around $10 per share and involved both direct and indirect holdings through O.N.E. Holdings, LLC.
Were Eugene Nonko’s MediaAlpha (MAX) stock sales made under a Rule 10b5-1 plan?
Yes. A footnote explains the sales were executed under a previously adopted Rule 10b5-1 trading plan. The plan was described as primarily intended to cover taxes resulting from the vesting of restricted stock units, suggesting a tax-management focus for these transactions.