Jeffrey B. Coyne - 13 Feb 2026 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
GENERAL COUNSEL AND SECRETARY
Signature
/s/ Jeffrey B. Coyne
Issuer symbol
MAX
Transactions as of
13 Feb 2026
Net transactions value
-$103,074
Form type
4
Filing time
17 Feb 2026, 21:23:20 UTC
Previous filing
12 Dec 2025
SEC
View on sec.gov

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 17 Feb 2026 0001213184

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Sale $36,522 -5,000 -1.1% $7.30 436,783 13 Feb 2026 Direct F1, F2
transaction MAX Class A Common Stock Options Exercise $0 +6,544 +1.5% $0.000000 443,327 15 Feb 2026 Direct F3
transaction MAX Class A Common Stock Tax liability $14,297 -1,994 -0.45% $7.17 441,333 15 Feb 2026 Direct F4
transaction MAX Class A Common Stock Tax liability $16,211 -2,261 -0.51% $7.17 439,072 15 Feb 2026 Direct F5
transaction MAX Class A Common Stock Tax liability $12,863 -1,794 -0.41% $7.17 437,278 15 Feb 2026 Direct F5
transaction MAX Class A Common Stock Tax liability $23,181 -3,233 -0.74% $7.17 434,045 15 Feb 2026 Direct F5

Derivative Securities (e.g., puts, calls, warrants, options, convertible securities)

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Underlying Class Amount Exercise Price Ownership Footnotes
transaction MAX Restricted Stock Units Options Exercise $0 -6,544 -100% $0.000000 0 15 Feb 2026 Class A Common Stock 6,544 Direct F6, F7
* 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 primarily 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 $7.24 to $7.40 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 One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU").
F4 Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of RSUs.
F5 Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of restricted stock units previously reported in Table I as Class A Common Stock.
F6 Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted March 15, 2022.
F7 One sixteenth of the RSUs vested on May 15, 2022 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.