Form 4: MediaAlpha CEO Steven Yi Executes Planned Stock Sale

MediaAlpha CEO Steven Yi sold 12,000 shares of Class A Common Stock to cover tax obligations related to RSU vesting.

Summary

• CEO Steven Yi sold a total of 12,000 shares of MediaAlpha (MAX) Class A Common Stock over three days.
• The transactions occurred on April 13, 14, and 15, 2026.
• The sales were executed under a pre-established Rule 10b5-1 trading plan.
• The primary purpose of the sale was to satisfy tax withholding obligations resulting from the vesting of Restricted Stock Units (RSUs).
• Following these transactions, the reporting person retains beneficial ownership of 3,007,247 shares.

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the sale is clearly identified as a routine tax-related transaction under a pre-existing plan.

Positives

• The sale was conducted under a pre-arranged Rule 10b5-1 plan, indicating the transactions were not based on non-public information.
• The volume of shares sold (12,000) represents a very small fraction (less than 0.4%) of the CEO's total holdings of 3,007,247 shares.

Negatives

• Insider selling, even when planned, can sometimes be perceived negatively by retail investors as a lack of confidence in near-term price appreciation.

Risks

• Reliance on Rule 10b5-1 plans does not eliminate market volatility risks associated with the company's stock price.

Future Outlook

No forward-looking guidance regarding company performance was provided in this filing.

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 routine insider selling to cover tax liabilities upon RSU vesting is a standard corporate governance practice and typically does not signal a change in management's outlook on the company's long-term prospects.

Comparison to Industry Standards

• The use of Rule 10b5-1 plans is the industry standard for executives to manage equity compensation while avoiding potential insider trading allegations.

Stakeholder Impact

• Minimal impact expected as the transaction was pre-planned and represents a small portion of the CEO's total equity stake.

Next Steps

• No future actions or milestones were mentioned in this filing.

Key Dates

Keywords

MediaAlpha, MAX, Insider Trading, Form 4, Steven Yi, Rule 10b5-1, Equity Compensation