Form 4: MediaAlpha CEO Sells Shares Under 10b5-1 Plan

MediaAlpha's CEO, Steven Yi, sold a total of 55,252 Class A Common Stock shares over three days in early March 2026, primarily to cover tax obligations from RSU vesting.

Summary

• Steven Yi, MediaAlpha's Chief Executive Officer, President, Co-Founder, and Director, reported sales of Class A Common Stock.
• A total of 55,252 shares were sold across three separate transactions on March 2, 3, and 4, 2026.
• On March 2, 2026, 39,252 shares were sold at a weighted-average price of $9.9867 per share.
• On March 3, 2026, 8,000 shares were sold at a weighted-average price of $10.0289 per share.
• On March 4, 2026, 8,000 shares were sold at a weighted-average price of $10.0671 per share.
• These sales were executed pursuant to a Rule 10b5-1 trading plan, primarily to cover taxes resulting from the vesting of Restricted Stock Units (RSUs).
• Following these transactions, Steven Yi beneficially owns 2,633,624 shares of Class A Common Stock.

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the insider sales were conducted under a pre-arranged 10b5-1 plan primarily to cover tax liabilities from RSU vesting, a common and expected occurrence for executives.

Negatives

• Insider selling, even for tax purposes, can sometimes lead to minor negative market perception, though the stated reason mitigates this.

Future Outlook

NA

Management Comments

• The sales reported 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.

Industry Context

StockSavvy.ai notes that insider sales executed under a pre-arranged Rule 10b5-1 trading plan, particularly when stated to cover tax obligations from RSU vesting, are a common practice among executives and are generally viewed as routine rather than indicative of a change in management's confidence or the company's fundamental prospects.

Stakeholder Impact

• Shareholders may observe a slight reduction in direct insider ownership, but the impact is generally minimal given the routine nature of tax-related sales under a 10b5-1 plan.

Key Dates

Recommendation

The insider sales are part of a pre-arranged 10b5-1 plan primarily to cover tax obligations from RSU vesting, which is a routine event and does not typically signal a change in the company's fundamental outlook or management's confidence. Therefore, a 'hold' recommendation is appropriate as this filing alone does not provide new information to alter an investment thesis.

Keywords

MediaAlpha, MAX, Steven Yi, Insider Trading, Form 4, Stock Sale, 10b5-1 Plan, CEO, Director, RSU