Yi Steven 4

What Happened

• Yi Steven, MediaAlpha’s Chief Executive Officer, President, and Co‑founder, sold 96,000 shares on 2026-07-01. The weighted‑average sale price was $12.90 per share (range $12.43–$13.085), for total proceeds of $1,238,669. The sales were effected under a Rule 10b5‑1 trading plan.

Key Details

• Transaction date: 2026-07-01
• Transaction type: Sale (open market/private sale), reported as S
• Price: Weighted‑average $12.90; individual sale prices ranged $12.43 to $13.085 (filing offers per‑price breakdown on request)
• Proceeds: $1,238,669
• Shares owned after transaction: Not specified in the provided filing summary
• Footnotes: F1 indicates the sales were made under a 10b5‑1 plan primarily to cover taxes from RSU vesting; F2 notes the weighted‑average reflects multiple sale prices and offers to provide per‑price details on request
• Timeliness: Reported the same day as the transaction (no late filing indicated)

Context

• The filing states the sales were made pursuant to a pre‑arranged 10b5‑1 plan to cover tax obligations from vested RSUs, which is a common, routine reason for insider sales. This is factual reporting of a sale—retail investors often view purchases as a stronger signal of insider confidence, while planned sales like this are typically tax- or liquidity‑driven.