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

MediaAlpha, Inc. CEO Steven Yi sold 4,000 shares of Class A Common Stock for tax purposes under a pre-arranged trading plan.

Summary

• Steven Yi, the Chief Executive Officer, President, and Co-Founder of MediaAlpha, Inc., reported a sale of company stock.
• The transaction involved the disposition of 4,000 shares of Class A Common Stock.
• The shares were sold at a price of $9.59 per share.
• The total value of the shares sold is $38,360.
• Following this transaction, Steven Yi beneficially owns 3,055,247 shares of Class A Common Stock.
• The sale was executed on March 18, 2026.
• The transaction was made pursuant to a Rule 10b5-1 trading plan.
• The primary reason for the sale was to cover taxes resulting from the vesting of Restricted Stock Units (RSUs).

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event. Insider sales under a 10b5-1 plan for tax purposes are routine and generally do not signal a change in management's confidence or company fundamentals.

Negatives

• An insider sale, even for tax purposes, can sometimes be perceived negatively by the market as it reduces the insider's direct equity stake.

Future Outlook

Not applicable as this Form 4 filing reports a past insider transaction and does not contain forward-looking statements or guidance.

Management Comments

• 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.

Industry Context

StockSavvy.ai notes that insider sales executed under a Rule 10b5-1 trading plan are pre-scheduled and often for personal financial planning, such as tax obligations from RSU vesting, rather than a reflection of management's immediate outlook on the company's performance. Such sales are common among executives in publicly traded companies.

Stakeholder Impact

• Shareholders: A minor reduction in the CEO's direct equity stake, but the sale is for tax purposes under a pre-arranged plan, which typically mitigates concerns about management's confidence.

Key Dates

Recommendation

The insider sale by CEO Steven Yi is a routine transaction executed under a Rule 10b5-1 plan, primarily to cover tax obligations from RSU vesting. This type of sale is common and generally not indicative of a change in the company's fundamental outlook or management's confidence. Therefore, it does not warrant a change in investment posture based solely on this filing.

Keywords

MediaAlpha, MAX, Steven Yi, Insider Sale, Form 4, 10b5-1 Plan, CEO, Stock Transaction, Equity, RSU Vesting