Every Form 4 that MediaAlpha, Inc. (MAX) has filed with the SEC in the last 12 months is listed below, newest first, and each one links through to the document itself with the summary and the scores our analysis gives it.
A Form 4 covers the transactions officers, directors and large holders report, so if you follow MAX and want that one kind of document rather than the whole filing history, this is the page to keep. The company's other filings, of every form, are on the full MAX filings page.
MediaAlpha, Inc. disclosed that a senior insider reported planned sales of Class A common stock executed under a Rule 10b5-1 trading plan. On 12/22/2025, 12/23/2025, and 12/24/2025, the reporting person sold 8,000 shares on each date, for a total of 24,000 shares of Class A common stock.
The shares were sold at weighted-average prices of $12.8585, $12.6811, and $12.669 per share across multiple trades on each day. The filing states these sales were made to cover taxes resulting from the vesting of restricted stock units (RSUs). After these transactions, the reporting person beneficially owns 2,855,330 shares of Class A common stock.
MediaAlpha, Inc. reported that one of its directors sold Class A common stock in mid-December 2025 under a previously adopted Rule 10b5-1 trading plan to cover taxes from the vesting of restricted stock units. On December 15, 16 and 17, the reporting person sold 5,400 directly owned shares each day and 6,700 indirectly owned shares each day through O.N.E. Holdings, LLC, at weighted-average prices between about $12.60 and $13.05 per share across multiple trades. After these transactions, the reporting person beneficially owned 1,046,848 Class A shares directly and 1,603,020 Class A shares indirectly through O.N.E. Holdings, LLC.
MediaAlpha, Inc. reported that its Chief Revenue Officer sold 10,000 shares of Class A Common Stock on 12/15/2025 in an open-market transaction coded as a sale. The weighted-average sale price was $12.8304 per share, with individual trades executed between $12.74 and $12.975 per share.
The sales were made pursuant to a previously adopted Rule 10b5-1 trading plan to cover taxes resulting from the vesting of restricted stock units. After these transactions, the officer beneficially owns 187,169 shares of MediaAlpha Class A Common Stock, held directly.
MediaAlpha, Inc. reported insider stock sales by its chief executive officer, president and co-founder, who also serves as a director. The executive sold 8,000 shares of Class A common stock on each of 12/15/2025, 12/16/2025, and 12/17/2025, all coded as open-market sales. Reported weighted-average sale prices were $12.879, $12.6738, and $12.8247 per share, respectively. These transactions were made under a previously adopted Rule 10b5-1 trading plan to cover taxes arising from the vesting of restricted stock units. Following the last reported sale, the executive beneficially owned 2,879,330 shares of Class A common stock directly.
MediaAlpha, Inc. insider trading report: the company’s General Counsel and Secretary, Jeffrey B. Coyne, reported selling 5,000 shares of Class A common stock of MediaAlpha, Inc. on 12/12/2025 under transaction code “S”. The sale was executed pursuant to a pre-arranged Rule 10b5-1 trading plan designed to cover taxes from the vesting of restricted stock units (RSUs), meaning the trades followed a preset plan rather than day-to-day trading decisions.
The shares were sold at a weighted-average price of $13.1579 per share, based on multiple transactions within a price range of $12.99 to $13.23. After this transaction, Coyne beneficially owned 441,783 shares of MediaAlpha Class A common stock directly.
MediaAlpha, Inc. Chief Technology Officer, listed as an officer of the company, reported open‑market sales of Class A common stock. On 12/10/2025, the reporting person sold 12,000 shares at a weighted-average price of $13.4892 per share. On 12/12/2025, an additional 3,000 shares were sold at a weighted-average price of $13.1575 per share. After these transactions, the reporting person beneficially owned 402,662 shares and then 399,662 shares of Class A common stock. The sales were made under a pre-arranged Rule 10b5‑1 trading plan designed to cover taxes arising from the vesting of restricted stock units (RSUs).
MediaAlpha, Inc. insider transactions show its Chief Executive Officer, President, and co‑founder selling a total of 24,000 shares of Class A common stock in three open‑market trades on December 8–10, 2025. The sales, coded as open‑market dispositions, were made under a pre‑established Rule 10b5‑1 trading plan to cover taxes from the vesting of restricted stock units.
The shares were sold in blocks of 8,000 at weighted‑average prices of $13.0732, $13.2816, and $13.4998, each representing multiple trades within stated price ranges. After these transactions, the reporting person beneficially owns 2,903,330 shares of MediaAlpha Class A common stock directly.
MediaAlpha, Inc. director reported routine insider sales of Class A common stock in early December 2025. On December 8, 9, and 10, 2025, the reporting person sold 5,400 shares directly on each day at weighted-average prices of $13.0913, $13.3253, and $13.4985 per share, respectively, leaving 1,063,048 shares owned directly after the last transaction. On the same dates, entities affiliated with the insider, listed as O.N.E. Holdings, LLC, sold 6,700 shares each day at weighted-average prices of $13.0881, $13.3232, and $13.4943, with 1,623,120 shares owned indirectly after the final sale. The filing states these sales were made under a pre-established Rule 10b5-1 trading plan to cover taxes from the vesting of restricted stock units.
MediaAlpha, Inc. reported insider share sales by a director and executive officer who is also the company’s chief executive officer, president, and co‑founder. On 12/01/2025, 12/02/2025, and 12/03/2025, the reporting person sold blocks of 8,000, 8,000, 4,711, and 3,289 shares of Class A common stock at weighted‑average prices of $12.6005, $12.5729, $13.189, and $13.6402 per share, respectively. After these transactions, the reporting person beneficially owned 2,927,330 shares of Class A common stock directly. The company notes that these sales were made under a pre‑arranged Rule 10b5‑1 trading plan to cover taxes arising from the vesting of restricted stock units.
MediaAlpha, Inc. director and more-than-10% owner reported multiple open-market sales of Class A common stock over three days in early December 2025. On 12/01/2025 and 12/02/2025, the reporting person sold blocks of 5,400 and 6,700 shares each day at weighted-average prices such as $12.6038 and $12.6054 per share, held directly and through O.N.E. Holdings, LLC. On 12/03/2025, additional sales included 3,199 and 2,201 shares directly and 3,921 and 2,779 shares indirectly, at weighted-average prices around $13.19–$13.64 per share. After these transactions, the reporting person beneficially owned 1,079,248 shares directly and 1,643,220 shares indirectly. The filing notes that these sales were made under a pre-arranged Rule 10b5-1 trading plan adopted to cover taxes from the vesting of restricted stock units.
MediaAlpha, Inc. (MAX) reported insider share sales by a director on Form 4. On 11/24/2025, 11/25/2025, and 11/26/2025, the reporting person sold blocks of Class A common stock in both direct and indirect accounts under a pre-arranged Rule 10b5-1 trading plan put in place to cover taxes from the vesting of restricted stock units (RSUs).
Directly held Class A shares were sold in amounts of 5,400 shares on each of the three days at weighted-average prices disclosed for each date, leaving 1,095,448 Class A shares held directly after the reported transactions. Indirectly, through O.N.E. Holdings, LLC, the reporting person sold 6,700 shares on each of the three days, with indirect holdings of 1,663,320 Class A shares remaining.
MediaAlpha, Inc. (MAX) reported insider stock sales by a senior executive and director. The reporting person, identified in the remarks as the company’s Chief Executive Officer, President, and Co-Founder, sold 8,000 shares of Class A common stock on each of 11/24/2025, 11/25/2025, and 11/26/2025. The weighted-average sale prices were $11.8762, $11.9847, and $12.4816, respectively, across multiple trades each day. After these transactions, the executive beneficially owned 2,951,330 Class A shares, held directly. The filing notes that these sales were effected under a previously adopted Rule 10b5-1 trading plan to cover taxes from the vesting of restricted stock units (RSUs).
MediaAlpha, Inc. (MAX) reported an insider equity transaction by its General Counsel and Secretary, Jeffrey B. Coyne. On 11/15/2025, 6,544 Restricted Stock Units (RSUs) granted under the company’s Omnibus Equity Incentive Plan converted into the same number of shares of Class A Common Stock at an exercise price of $0. These RSUs were originally granted on March 15, 2022 and vest over time, with one sixteenth vesting on May 15, 2022 and the remainder quarterly over four years, subject to continued employment.
On the same date, the company automatically withheld 2,576, 2,921, 2,542 and 5,224 shares of Class A Common Stock at $12.42 per share to cover tax obligations related to RSU settlements. After these transactions, Coyne beneficially owned 446,783 shares of Class A Common Stock directly.
MediaAlpha, Inc. (MAX) disclosed that a senior executive and director sold shares of Class A common stock over three consecutive days under a pre-arranged Rule 10b5-1 trading plan. On November 17, 2025, the reporting person sold 8,000 shares at a weighted-average price of $12.3145 per share, followed by another 8,000 shares on November 18, 2025 at a weighted-average price of $11.8457, and 8,000 shares on November 19, 2025 at a weighted-average price of $11.7193.
The filing states these sales were made to cover taxes arising from the vesting of restricted stock units (RSUs). After the reported transactions, the executive beneficially owned 2,975,330 shares of Class A common stock directly. The use of a Rule 10b5-1 trading plan indicates the trades were scheduled in advance under a structured program.
MediaAlpha, Inc. (MAX) director reported automatic sales of Class A common stock under a pre-arranged Rule 10b5-1 trading plan. On November 17, 18 and 19, 2025, the reporting person sold 5,400 shares per day directly and 6,700 shares per day indirectly through O.N.E. Holdings, LLC at weighted-average prices between $11.49 and $12.49 per share. The plan was adopted to cover taxes from the vesting of restricted stock units. Following these transactions, the reporting person beneficially owned 1,111,648 Class A shares directly and 1,683,420 Class A shares indirectly via O.N.E. Holdings, LLC.
MediaAlpha, Inc. (MAX) reported an insider equity transaction by its Chief Executive Officer, President and co-founder, who is also a director. On 11/15/2025, 18,294 Restricted Stock Units (RSUs) were converted into an equal number of shares of Class A Common Stock at an exercise price of $0, reflecting the vesting of previously granted equity awards rather than an open-market purchase. Following this transaction, the reporting person beneficially owned 2,999,330 shares of Class A Common Stock in direct ownership. The RSU award vests over time, with one sixteenth having vested on May 15, 2022 and the remainder vesting in equal quarterly installments through February 15, 2026, subject to continued employment.
MediaAlpha, Inc. (MAX) reported an insider equity transaction by its Chief Financial Officer and Treasurer. On 11/15/2025, 9,772 Restricted Stock Units (RSUs) converted into an equal number of shares of Class A common stock at an exercise price of $0, reflecting previously granted equity compensation. On the same date, multiple share-withholding transactions at $12.42 per share (3,846 shares, 5,258 shares, 4,366 shares and 8,333 shares) were executed to cover required tax withholding obligations upon RSU settlement. After these transactions, the reporting officer directly beneficially owns 882,560 shares of MediaAlpha Class A common stock.
MediaAlpha, Inc. (MAX) reported that its Chief Technology Officer completed several equity award vesting transactions. On 11/15/2025, three blocks of Restricted Stock Units (RSUs) converted into Class A Common Stock in amounts of 5,209, 5,303, and 4,803 shares, all at an exercise price of $0 per share. These RSUs were granted under MediaAlpha’s Omnibus Equity Incentive Plan in 2022, 2023, and 2024, and follow a schedule where one sixteenth vests on May 15 of the year after grant and the remainder vests quarterly over four years, subject to continued employment. After these transactions, the CTO’s directly held Class A share balance increased, with reported holdings reaching 414,662 shares.
MediaAlpha, Inc. (MAX) reported an insider equity transaction by a director on 11/15/2025. The director acquired 18,294 shares of Class A Common Stock at an exercise price of $0 through the vesting and settlement of Restricted Stock Units (RSUs), coded as an "M" transaction. Following this transaction, the director directly beneficially owns 1,127,848 shares of Class A Common Stock.
The RSUs each represent a contingent right to receive one share of Class A Common Stock or, at the option of the Compensation Committee, cash of equivalent value. One sixteenth of the RSUs vested on May 15, 2022, and the remainder are scheduled to vest in equal quarterly installments through February 15, 2026, subject to continued employment with the company.
MediaAlpha, Inc. (MAX) reported insider equity activity by its Chief Revenue Officer, who is an officer of the company. On 11/15/2025, the officer acquired a total of 14,984 shares of Class A Common Stock at $0 per share upon the vesting and settlement of previously granted Restricted Stock Units (RSUs). Following these transactions, the officer directly owned 197,169 shares of Class A Common Stock. The RSUs were granted under MediaAlpha’s Omnibus Equity Incentive Plan in March 2022, March 2023, and March 2024, and each grant vests over time, with one sixteenth vesting on May 15 of the year of grant and the remainder vesting quarterly over the following four years, subject to continued employment.
MediaAlpha, Inc. (MAX) reported a routine director equity grant. On 11/11/2025, a director acquired 7,250 shares of Class A common stock via restricted stock units (RSUs) at $0 per unit under the company’s Omnibus Incentive Plan.
Each RSU equals one share upon vesting. The RSUs vest on the earlier of May 5, 2026 or the company’s 2026 Annual Meeting, contingent on continued board service. Following the grant, the director holds 7,250 shares directly.