Steven Yi, Chief Executive Officer, President, and Co-Founder of MediaAlpha, Inc., filed a Form 4 on November 4, 2026, disclosing the sale of 420,000 shares of Class A Common Stock across three consecutive trading days under a Rule 10b5-1 trading plan.

Key Highlights

  • Three-day sale: Steven Yi sold 138,806 shares on November 2, 130,065 shares on November 3, and 151,129 shares on November 4, 2026.
  • Weighted-average prices: Sales were executed at weighted-average prices of $14.7811, $15.0548, and $15.4999 per share on the respective dates.
  • Price ranges: Individual transaction prices ranged from $14.295 to $15.09 on November 2, $15.00 to $15.20 on November 3, and $15.01 to $15.96 on November 4.
  • 10b5-1 plan: According to the filing, all sales were made pursuant to a Rule 10b5-1 trading plan "primarily to cover taxes resulting from the vesting of RSUs."
  • Remaining ownership: Following the three transactions, Yi directly held 1,893,707 shares of Class A Common Stock.
  • Roles: The filing identifies Yi as a Director, Officer, Chief Executive Officer, President, and Co-Founder of MediaAlpha, Inc. (NYSE:MAX).

Steven Yi's Rule 10b5-1 Sales at MediaAlpha in November 2026

According to the Form 4 filed with the SEC, Steven Yi disposed of Class A Common Stock in MediaAlpha, Inc. on each of November 2, 3, and 4, 2026. Each transaction was coded "S" for an open-market sale and carried out under a pre-established Rule 10b5-1 trading plan. The filing states the plan was adopted "primarily to cover taxes resulting from the vesting of RSUs," and all three disposals are marked as direct ownership.

On November 2, Yi sold 138,806 shares at a weighted-average price of $14.7811, with individual prices ranging from $14.295 to $15.09. The following day, 130,065 shares were sold at a weighted-average of $15.0548, in a range of $15.00 to $15.20. On November 4, the largest single-day disposal occurred: 151,129 shares at a weighted-average of $15.4999, with prices spanning $15.01 to $15.96. All totals reflect multiple transactions within each trading day.

After all three reported sales, Yi's direct beneficial ownership in Class A Common Stock stood at 1,893,707 shares, according to the filing. The filing was signed by Jeffrey B. Coyne on November 4, 2026. Yi's address is listed as c/o MediaAlpha, Inc., 700 South Flower Street, Suite 640, Los Angeles, California 90017.

What Was Disclosed

Steven Yi, CEO, President, and Co-Founder of MediaAlpha, Inc. (NYSE:MAX), reported the sale of a combined 420,000 shares of Class A Common Stock over three days under a Rule 10b5-1 plan, leaving him with 1,893,707 shares directly held.