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

MediaAlpha, Inc. executive Steven Yi has reported the sale of company Class A Common Stock under a pre-established 10b5-1 trading plan.

Summary

• Steven Yi, a Director, Officer (CEO, President, Co-Founder), and 10% owner of MediaAlpha, Inc. (MAX), has reported transactions involving Class A Common Stock.
• On July 6, 2026, Yi sold 17,254 shares at a weighted-average price of $14.0131 per share, leaving him with 2,742,436 shares.
• On July 7, 2026, Yi sold an additional 26,467 shares at a weighted-average price of $14.0723 per share, reducing his holdings to 2,715,969 shares.
• These sales were executed under a Rule 10b5-1 trading plan, primarily to cover taxes associated with RSU vesting.

Sentiment

Score: 5

Explanation: StockSavvy.ai views this filing as neutral to slightly negative due to the insider selling, despite the explanation of it being for tax purposes under a 10b5-1 plan.

Negatives

• Executive selling a significant number of shares, although under a pre-planned 10b5-1 for tax purposes, could be perceived negatively by the market.

Risks

• The sales, while planned for tax coverage, could be interpreted by the market as a lack of confidence from a key executive, potentially impacting share price.

Future Outlook

No specific future outlook or guidance is provided in this Form 4 filing, which solely reports on past transactions.

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, even under a 10b5-1 plan, are closely watched by the market. The context of these sales being for tax coverage due to RSU vesting is a common and generally accepted reason, but the volume of shares sold can still influence investor sentiment.

Stakeholder Impact

• Shareholders: May perceive insider selling as a negative signal, potentially impacting stock price, though the 10b5-1 plan for tax coverage mitigates this concern somewhat.
• Employees: May observe executive actions as indicative of company stability or future prospects.
• Management: The transactions are part of a pre-defined plan to manage personal tax liabilities.

Key Dates

Keywords

MediaAlpha, MAX, Form 4, Insider Trading, Stock Sale, 10b5-1 Plan, Steven Yi, Class A Common Stock, SEC Filing, Executive Compensation