Yi Steven 4

What Happened

• Yi Steven, MediaAlpha’s Chief Executive Officer, President, and Co‑founder, sold a total of 13,650 shares in open-market transactions on March 9–11, 2026, for aggregate proceeds of about $133,420. The reported per-share amounts were $9.86 (5,650 shares, $55,723), $9.75 (4,000 shares, $38,994), and $9.68 (4,000 shares, $38,703). These were sales (code S), not purchases.

Key Details

• Transactions:
  • 2026-03-09 — 5,650 shares at $9.86, proceeds $55,723 (weighted prices on that date ranged $9.72–$10.00).
  • 2026-03-10 — 4,000 shares at $9.75, proceeds $38,994 (weighted prices on that date ranged $9.67–$9.945).
  • 2026-03-11 — 4,000 shares at $9.68, proceeds $38,703 (weighted prices on that date ranged $9.61–$9.735).
• Total: 13,650 shares sold for approximately $133,420.
• Shares owned after the transactions: not specified in the provided summary.
• Notable footnotes: Sales were effected under a Rule 10b5‑1 trading plan adopted primarily to cover taxes from RSU vesting (footnote F1). The filer notes weighted‑average price ranges for multi-price sales and offers to provide detailed breakdowns on request (F2–F4).
• Timeliness: Form 4 was filed on 2026-03-11 for trades on March 9–11; the filing appears to be timely under Form 4 rules.

Context

• These sales were done under a pre‑arranged 10b5‑1 plan, which insiders often use to automate routine transactions (such as covering tax withholding on vested RSUs). Such sales are generally considered routine and do not, by themselves, indicate a change in the insider’s view of the company.