Yi Steven 4

What Happened

• Steven Yi, MediaAlpha’s Chief Executive Officer, President and Co‑Founder, sold a total of 12,000 shares of MAX stock in open‑market transactions across Feb 9–11, 2026. The sales were: 4,000 shares on 2026-02-09 at $8.74 ($34,965), 4,000 shares on 2026-02-10 at $8.71 ($34,822), and 4,000 shares on 2026-02-11 at $7.99 ($31,946). Total proceeds were about $101,733. These were sales (insider code S), which are often routine (e.g., tax or diversification) rather than a bullish signal.

Key Details

• Transaction dates & prices: 2/9/2026 — 4,000 @ $8.74; 2/10/2026 — 4,000 @ $8.71; 2/11/2026 — 4,000 @ $7.99.
• Total shares sold: 12,000; total proceeds ≈ $101,733.
• Ownership after the transactions: not specified in the excerpt of the filing provided.
• Footnotes: Sales were made pursuant to a Rule 10b5‑1 trading plan adopted primarily to cover taxes from RSU vesting. The filing notes weighted‑average price ranges across multiple executions on the trade dates and offers to provide per‑price breakdowns on request (per F2–F4).
• Filing: Form 4 filed 2026-02-11 for trades between 2026-02-09 and 2026-02-11; this filing date appears timely under Form 4 rules.

Context

• These trades were executed under a pre‑established 10b5‑1 plan, commonly used to sell shares to satisfy tax obligations after restricted stock units vest. Such preplanned sales are routine and do not necessarily reflect a change in the insider’s view of the company.