Kuanling Amy Yeh - 10 Dec 2025 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
Chief Technology Officer
Signature
/s/ Jeffrey B. Coyne
Issuer symbol
MAX
Transactions as of
10 Dec 2025
Net transactions value
-$201,343
Form type
4
Filing time
12 Dec 2025, 18:10:40 UTC
Previous filing
18 Nov 2025
Next filing
02 Jan 2026
SEC
View on sec.gov

Reporting Owners (1)

Name Relationship Address Signature Signature date CIK
Yeh Kuanling Amy Chief Technology Officer C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES /s/ Jeffrey B. Coyne 12 Dec 2025 0001829969

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Sale $161,870 -12,000 -2.9% $13.49 402,662 10 Dec 2025 Direct F1, F2
transaction MAX Class A Common Stock Sale $39,472 -3,000 -0.75% $13.16 399,662 12 Dec 2025 Direct F1, F3
* An asterisk sign (*) next to the price indicates that the price is likely invalid.

Buy Plan / Sale Plan: These are also open market purchases/sales of shares, but in this case the transaction is part of a trading plan. Rule 10b5-1 allows insiders to setup a trading plan to buy/sell stocks over a certain period of time. Since the purchases/sales are predetermined, this protects the insiders from violating insider trading law.

Transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c).

Explanation of Responses:

Id Content
F1 The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person to cover taxes resulting from the vesting of RSUs.
F2 Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.31 to $13.67 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
F3 Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.00 to $13.25 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.