Kuanling Amy Yeh - Jun 30, 2025 Form 3 Insider Report for MediaAlpha, Inc. (MAX)

Role
Officer
Signature
/s/ Jeffrey B. Coyne
Stock symbol
MAX
Transactions as of
Jun 30, 2025
Transactions value $
$0
Form type
3
Date filed
7/10/2025, 07:06 PM
Previous filing
Nov 3, 2021
Next filing
Aug 18, 2025
SEC
View on sec.gov

Reporting Owners (1)

Name Relationship Address Signature Signature date CIK
Yeh Kuanling Amy Officer C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES /s/ Jeffrey B. Coyne 2025-07-10 0001829969

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
holding MAX Class A Common Stock 390K Jun 30, 2025 Direct F1

Derivative Securities (e.g., puts, calls, warrants, options, convertible securities)

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Underlying Class Amount Exercise Price Ownership Footnotes
holding MAX Class B-1 Units of QL Holdings LLC and Class B Common Stock Jun 30, 2025 Class A Common Stock 152K $0.00 Direct F2
holding MAX Restricted Stock Units Jun 30, 2025 Class A Common Stock 15.6K Direct F3, F4
holding MAX Restricted Stock Units Jun 30, 2025 Class A Common Stock 37.1K Direct F5, F6
holding MAX Restricted Stock Units Jun 30, 2025 Class A Common Stock 52.8K Direct F7, F8
* An asterisk sign (*) next to the price indicates that the price is likely invalid.

Explanation of Responses:

Id Content
F1 Includes 170,672 unvested restricted stock units ("RSUs") granted to the Reporting Person under the Issuer's Omnibus Incentive Plan. Each RSU represents a contingent right to receive one share of Class A Common Stock upon vesting. One sixteenth of the RSUs vested on May 15, 2025 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
F2 Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock.
F3 One sixteenth of the RSUs vested on May 15, 2022 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
F4 Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 25, 2022.
F5 One sixteenth of the RSUs vested on May 15, 2023 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
F6 Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2023.
F7 One sixteenth of the RSUs vested on May 15, 2024 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
F8 Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2024.

Remarks:

Ms. Yeh was appointed as Chief Technology Officer of the Company effective June 30, 2025. Exhibit 24 - Power of Attorney