MediaAlpha (MAX) CTO sells 3,000 shares via Rule 10b5-1 tax plan

Rhea-AI Filing Summary

MediaAlpha, Inc. Chief Technology Officer Yeh Kuanling Amy executed an open-market sale of 3,000 shares of Class A common stock at $9.25 per share. After this transaction, she directly holds 574,879 shares. The sale was made under a pre-established Rule 10b5-1 trading plan primarily to cover taxes from vesting restricted stock units.

Insights

Equity compensation and insider-trading analyst

Small, pre-planned CTO share sale mainly for tax coverage looks routine.

The Chief Technology Officer of MediaAlpha, Inc., Yeh Kuanling Amy, sold 3,000 shares of Class A common stock at $9.25 per share in an open-market transaction. Following the sale, she continues to hold 574,879 shares directly.

A footnote explains these sales were made under a previously adopted Rule 10b5-1 trading plan, primarily to cover taxes from vesting RSUs. Such plans pre-schedule trades, reducing the significance of timing as a signal of insider sentiment. The sold amount is small relative to her remaining holdings.

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 ($28K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock	3,000	$9.25	$28K

Holdings After Transaction: Class A Common Stock — 574,879 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 per share: $9.25 per share Shares held after transaction: 574,879 shares +1 more

4 metrics

Shares sold 3,000 shares Class A Common Stock open-market sale

Sale price per share $9.25 per share Price for the 3,000-share sale

Shares held after transaction 574,879 shares Direct holdings following the sale

Net shares sold 3,000 shares Net-sell direction in transaction summary

Key Terms

Rule 10b5-1 trading plan, RSUs, open-market sale, Class A Common Stock

4 terms

Rule 10b5-1 trading plan regulatory

"sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan"

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

"plan 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.

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.

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.

FAQ

What insider transaction did MediaAlpha (MAX) report for Yeh Kuanling Amy?

MediaAlpha reported that Chief Technology Officer Yeh Kuanling Amy sold 3,000 shares of Class A common stock. The shares were sold in an open-market transaction at $9.25 per share, and she retained 574,879 shares directly after the sale.

At what price were the MediaAlpha (MAX) shares sold in this Form 4?

The reported transaction shows 3,000 shares of MediaAlpha Class A common stock sold at $9.25 per share. This was an open-market sale, and the Form 4 notes that it occurred pursuant to a previously adopted Rule 10b5-1 trading plan.

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

After selling 3,000 shares, Chief Technology Officer Yeh Kuanling Amy directly holds 574,879 shares of MediaAlpha Class A common stock. This post-transaction holding reflects her remaining equity position as reported in the Form 4 filing.

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

Yes. The Form 4 footnote states the sales were effected under a previously adopted Rule 10b5-1 trading plan. It also explains the plan was used primarily to cover taxes resulting from the vesting of restricted stock units (RSUs).

What was the purpose of the MediaAlpha (MAX) CTO’s share sale according to the filing?

The filing explains that the sales were made primarily to cover taxes resulting from the vesting of RSUs. This purpose is disclosed in a footnote, which also notes the transactions occurred under a pre-established Rule 10b5-1 trading plan.

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Form 4 Insider Transactions: What Each Field Means →

Accepted by SEC EDGAR 04/10/2026 - 04:56 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)
04/10/2026

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	04/10/2026		S(1)		3,000	D	$9.25	574,879	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	04/10/2026
	** 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)