Yi Steven 4

What Happened Steven Yi, Chief Executive Officer, President, and Co‑Founder of MediaAlpha (MAX), sold a total of 12,000 shares in three open-market transactions between April 13–15, 2026. The sales were: 4,000 shares @ $9.07 (≈ $36,279), 4,000 shares @ $9.47 (≈ $37,880), and 4,000 shares @ $9.68 (≈ $38,732), totaling roughly $112,891. These were outright sales (S), not purchases — typically considered routine when done to cover taxes or liquidity needs.

Key Details

• Transaction dates and prices:
  • 2026-04-13: 4,000 shares sold @ $9.07 (≈ $36,279)
  • 2026-04-14: 4,000 shares sold @ $9.47 (≈ $37,880)
  • 2026-04-15: 4,000 shares sold @ $9.68 (≈ $38,732)
• Total shares sold: 12,000; total proceeds: ≈ $112,891.
• Shares owned after transaction: Not stated in the provided filing.
• Notable footnotes:
  • F1: Sales were made pursuant to a pre-established Rule 10b5-1 trading plan, adopted primarily to cover taxes from RSU vesting.
  • F2–F4: Weighted-average sale prices reflect multiple executions at price ranges of $9.00–$9.15, $9.25–$9.62, and $9.46–$9.74 respectively; detailed breakdowns available on request to the SEC, issuer, or a security holder.
• Filing timeliness: Report filed April 15, 2026; no late filing flag indicated in the provided data.

Context A Rule 10b5-1 plan allows insiders to sell shares according to a pre-set schedule and is commonly used to cover tax obligations from vested equity awards (RSUs). Such planned sales are generally considered routine and do not, by themselves, indicate management sentiment about the company’s outlook.