Yi Steven 4

4 · MediaAlpha, Inc. · Filed Feb 19, 2026

AI-generated summary of this filing

Updated Feb 20, 2026

MediaAlpha (MAX) CEO Yi Steven Sells 12,000 Shares

What Happened

Yi Steven, MediaAlpha’s Chief Executive Officer, President and Co‑Founder, sold a total of 12,000 shares of MediaAlpha (MAX) in three open‑market transactions to cover taxes from RSU vesting. The sales generated aggregate proceeds of about $87,173.
Breakdown by trade: 4,000 shares on 2026-02-17 at $7.16 ($28,637); 4,000 shares on 2026-02-18 at $7.34 ($29,376); and 4,000 shares on 2026-02-19 at $7.29 ($29,160). These were reported on a Form 4 filed 2026-02-19.

Key Details

Transaction dates & prices: 2026-02-17 — 4,000 @ $7.16; 2026-02-18 — 4,000 @ $7.34; 2026-02-19 — 4,000 @ $7.29.
Total shares sold: 12,000; total proceeds: ~$87,173.
Footnotes: Sales were effected pursuant to a Rule 10b5-1 trading plan primarily to cover taxes from RSU vesting (F1). Reported weighted‑average price ranges for the individual days were: 2/17 (prices ranged $7.10–$7.26), 2/18 ($7.28–$7.41), 2/19 ($7.20–$7.375) (per filing footnotes F2–F4).
Shares owned after transaction: Not specified in the provided excerpt of the filing.
Filing timeliness: Form 4 was filed 2026-02-19 for transactions beginning 2026-02-17; the filing appears to be timely (within the typical two‑business‑day Form 4 reporting window).

Context

These were sales (routine liquidity/tax‑related) executed under a pre‑arranged 10b5‑1 plan; such planned sales are common for covering tax obligations on vested awards and do not necessarily reflect a change in the insider’s view of the company.
No option exercises, gifts, or purchases were reported in this filing.

Form 4

Period: 2026-02-17

DirectorSee Remarks

Transactions

Sale
Class A Common Stock
[F1][F2]
2026-02-17$7.16/sh−4,000$28,637→ 2,717,624 total
Sale
Class A Common Stock
[F1][F3]
2026-02-18$7.34/sh−4,000$29,376→ 2,713,624 total
Sale
Class A Common Stock
[F1][F4]
2026-02-19$7.29/sh−4,000$29,160→ 2,709,624 total

Footnotes (4)

[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.
[F2]Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $7.10 to $7.26 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.
[F3]Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $7.28 to $7.41 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.
[F4]Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $7.20 to $7.375 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.

Signature

/s/ Jeffrey B. Coyne|2026-02-19

1 file