Yi Steven 4

What Happened
Yi Steven (CEO, President, Co‑founder and Director) sold a total of 48,590 MediaAlpha (MAX) shares in three open‑market transactions. Breakdown: 28,543 shares on 2026-04-20 at $10.06 each ($287,014); 16,047 shares on 2026-04-21 at $10.08 each ($161,699); and 4,000 shares on 2026-04-22 at $9.88 each (~$39,503). Total proceeds ≈ $488,216. These were sales (routine liquidity/tax-related), not purchases.

Key Details

• Dates & reported prices: 2026-04-20 (28,543 @ $10.06), 2026-04-21 (16,047 @ $10.08), 2026-04-22 (4,000 @ $9.88).
• Total shares sold: 48,590; total proceeds ≈ $488,216.
• Shares owned after transaction: Not disclosed in the Form 4 provided.
• Footnotes: Sales were effected under a Rule 10b5‑1 trading plan adopted primarily to cover taxes from RSU vesting (F1). The filing includes weighted‑average price footnotes showing sales executed across small price ranges (F2–F4); full per‑price breakdown available on request.
• Timeliness: Form filed 2026-04-22 covering trades through 2026-04-22; no late filing flag indicated.

Context
These were insider sales under a pre-set 10b5‑1 plan to cover tax obligations from vested RSUs. Such planned sales are common and are generally considered routine liquidity or tax‑related events rather than an immediate signal about the company’s prospects.