Yi Steven 4

What Happened Yi Steven, MediaAlpha's Chief Executive Officer, President, and Co‑Founder, sold a total of 20,000 shares of MediaAlpha (MAX) common stock in three open‑market transactions between Feb 2–4, 2026. The sales were: 8,000 shares at a weighted‑average $10.32 (≈ $82,554), 8,000 shares at a weighted‑average $10.04 (≈ $80,329), and 4,000 shares at a weighted‑average $8.94 (≈ $35,749), totaling about $198,632. These were sales (not purchases) and were effected under a Rule 10b5-1 trading plan.

Key Details

• Transaction dates and reported weighted‑average prices:
  • 2026-02-02: 8,000 shares @ $10.32 (F2: price range $10.135–$10.42)
  • 2026-02-03: 8,000 shares @ $10.04 (F3: price range $9.94–$10.12)
  • 2026-02-04: 4,000 shares @ $8.94 (F4: price range $8.90–$9.08)
• Total shares sold: 20,000; total proceeds ≈ $198,632.
• Purpose/footnote: Sales were made pursuant to a Rule 10b5‑1 plan adopted primarily to cover taxes from RSU vesting (F1).
• Shares owned after the transactions: not specified in the filing.
• Filing: Form 4 filed 2026-02-04 for transactions occurring 2026-02-02 through 2026-02-04; filing appears timely.

Context

• These sales were executed under a pre‑arranged 10b5‑1 plan, which is commonly used for routine tax withholding on vested awards and does not necessarily signal a change in insider sentiment.
• For further breakdown of individual trade prices within the reported ranges, the filer notes they will provide details upon request to the SEC, the issuer, or a security holder.