Jeffrey B. Coyne - 12 Dec 2025 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Signature
/s/ Jeffrey B. Coyne
Issuer symbol
MAX
Transactions as of
12 Dec 2025
Net transactions value
-$65,790
Form type
4
Filing time
12 Dec 2025, 18:10:49 UTC
Previous filing
20 Nov 2025
Next filing
17 Feb 2026

Reporting Owners (1)

Name Relationship Address Signature Signature date CIK
COYNE JEFFREY B GENERAL COUNSEL AND SECRETARY C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES /s/ Jeffrey B. Coyne 12 Dec 2025 0001213184

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Sale $65,790 -5,000 -1.1% $13.16 441,783 12 Dec 2025 Direct F1, F2
* 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 $12.99 to $13.23 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.