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

MediaAlpha's Chief Technology Officer, Kuanling Amy Yeh, sold 3,000 shares of Class A Common Stock for tax purposes under a pre-arranged Rule 10b5-1 trading plan.

Summary

• Kuanling Amy Yeh, Chief Technology Officer of MediaAlpha, Inc. (MAX), reported a sale of company stock.
• The transaction involved 3,000 shares of Class A Common Stock.
• The shares were sold at a price of $12.95 per share.
• The sale occurred on January 2, 2026.
• Following this transaction, Kuanling Amy Yeh beneficially owns 396,662 shares of Class A Common Stock.
• The sale was executed pursuant to a Rule 10b5-1 trading plan, specifically to cover taxes resulting from the vesting of Restricted Stock Units (RSUs).

Sentiment

Score: 5

Explanation: The filing reports a routine insider stock sale executed under a pre-arranged 10b5-1 plan for tax purposes related to RSU vesting. This is a common and expected event for executives and does not inherently indicate positive or negative sentiment regarding the company's performance or outlook.

Positives

• The sale was conducted under a Rule 10b5-1 trading plan, indicating a pre-scheduled and transparent transaction, which can reduce concerns about opportunistic insider selling.

Negatives

• An insider sale, even for tax purposes, reduces the direct ownership stake of a key executive, which some investors might interpret as a slight reduction in alignment of interests, though this is a common practice.

Future Outlook

This filing does not contain any forward-looking statements or guidance regarding the company's future performance or strategic direction.

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 to cover taxes resulting from the vesting of RSUs.

Industry Context

This insider transaction is a routine event for executives in publicly traded companies, particularly when equity compensation like Restricted Stock Units (RSUs) vest, triggering tax obligations. It does not reflect broader industry trends or competitive positioning.

Stakeholder Impact

• Shareholders: Minimal impact, as it's a routine, pre-planned sale for tax purposes by an executive. It does not signal a change in company fundamentals or management's long-term view.
• Employees: No direct impact on employees.
• Customers/Suppliers/Creditors: No direct impact on these stakeholders.

Key Dates

Keywords

MediaAlpha, MAX, Kuanling Amy Yeh, Chief Technology Officer, Insider Trading, Form 4, Stock Sale, 10b5-1 Plan, RSU Vesting, Equity Compensation