Yi Steven 4

What Happened Yi Steven, MediaAlpha’s Chief Executive Officer, President and co‑founder, sold a total of 66,967 shares in open‑market transactions between April 27–29, 2026 for total proceeds of approximately $669,175. The individual transactions reported were:

• 33,663 shares on 2026-04-27 at a weighted‑average price of $9.99 for $336,236;
• 6,565 shares on 2026-04-28 at a weighted‑average price of $10.00 for $65,651;
• 26,739 shares on 2026-04-29 at a weighted‑average price of $10.00 for $267,288.

These sales are coded as S (sale), and were effected pursuant to a Rule 10b5‑1 trading plan.

Key Details

• Transaction dates & prices: 4/27/2026 (33,663 @ $9.99, range $9.60–$10.14 per F2), 4/28/2026 (6,565 @ $10.00, range $10.00–$10.005 per F3), 4/29/2026 (26,739 @ $10.00, range $9.93–$10.055 per F4).
• Total shares sold: 66,967; total proceeds: ~$669,175.
• Shares owned after the transactions: Not disclosed in the provided filing.
• Footnotes: F1 states the sales were made under a Rule 10b5‑1 trading plan primarily to cover taxes from RSU vesting. F2–F4 explain weighted‑average prices reflect multiple trades at varying prices; detailed per‑price breakdown is available on request to the SEC, issuer, or a security holder.
• Timeliness: Form filed 2026-04-29 covering transactions through 2026-04-29; the filing shows no late‑filing flag.

Context Sales made under a Rule 10b5‑1 plan are often pre‑arranged and intended to meet obligations like tax withholding after RSU vesting; they are generally viewed as routine rather than a directional signal about company prospects. For retail investors, purchases by insiders tend to carry more informational weight than routine sales.