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Subsequent Events - Additional Information (Details) - USD ($) $ / shares in Units, $ in Thousands |  |  |  |  |  | 3 Months Ended | 9 Months Ended
--- | --- | --- | --- | --- | --- | --- | ---
Dec. 01, 2020 | Nov. 16, 2020 | Oct. 30, 2020 | Oct. 27, 2020 | Oct. 19, 2020 | Sep. 30, 2020 | Sep. 30, 2019 | Sep. 30, 2020 | Sep. 30, 2019
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Common stock, outstanding |  |  |  |  |  | 0 |  | 0 |
QL Holdings LLC and Subsidiaries |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Proceeds from initial public offering, net of underwriting discounts and commissions |  |  | $ 124,200 |  |  |  |  |  |
Repayment of term loan facility |  |  |  |  |  |  |  | $ 100,023 | $ 14,823
Voting rights |  |  |  |  |  |  |  | QLH. Holders of Class B-1 units have no voting rights as it pertains to QLH, except for the right to approve certain amendments to the fourth amended and restated limited liability company agreement. |
Equity-based compensation expense |  |  |  |  |  | $ 606 | $ 520 | $ 2,553 | $ 3,081
QL Holdings LLC and Subsidiaries | Supply Partner |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Percentage of revenue represented |  |  |  |  |  | 3.50% |  | 3.30% |
Subsequent Event | 2020 Term Loan Facility |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Repayment of term loan facility | $ 23,600 |  |  |  |  |  |  |  |
Subsequent Event | QL Holdings LLC and Subsidiaries | Supply Partner |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Date of Termination |  |  |  |  | Oct. 19, 2020 |  |  |  |
Subsequent Event | QL Holdings LLC and Subsidiaries | 2020 Term Loan Facility |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Proceeds from initial public offering | $ 23,600 |  |  |  |  |  |  |  |
Subsequent Event | Class A-1 Units | Intermediate Holdco | QL Holdings LLC and Subsidiaries |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Ownership interest percentage by parent |  |  |  | 100.00% |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | QLH and QL |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Remaining net proceeds |  |  | 16,300 |  |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | QLH and QL | 2020 Term Loan Facility |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Repayment of term loan facility |  |  | 23,600 |  |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | QL Holdings LLC and Subsidiaries |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Equity-based compensation expense |  |  | 2,800 |  |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | Intermediate Holdco | QL Holdings LLC and Subsidiaries | 2020 Term Loan Facility |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Proceeds from initial public offering, net of underwriting discounts and commissions |  |  | 16,300 |  |  |  |  |  |
Proceeds from initial public offering |  |  | 23,600 |  |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | Class B-1 Units | Intermediate Holdco |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Proceeds from initial public offering, net of underwriting discounts and commissions |  |  | $ 84,300 |  |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | Class B-1 Units | Q L Holdings L L C |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Shares repurchased |  |  | 4,772,449 |  |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | Class B-1 Units | Q L Holdings L L C |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Common stock, outstanding |  |  | 41,620 |  |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | Class B-1 Units | Intermediate Holdco | QL Holdings LLC and Subsidiaries |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Proceeds from initial public offering, net of underwriting discounts and commissions |  |  | $ 84,300 |  |  |  |  |  |
Shares repurchased |  |  | 4,772,449 |  |  |  |  |  |
Initial Public Offering (IPO) | Subsequent Event | Class B-1 Units | Not Held by Media Alpha Inc | Q L Holdings L L C |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Ownership interest percentage by noncontrolling owners |  |  | 43.50% |  |  |  |  |  |
Class A Common | Subsequent Event |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Share reserved for issuance |  |  |  | 25,536,043 |  |  |  |  |
Class A Common | Subsequent Event | Omnibus Incentive Plan |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Initial reserve (in shares) |  |  |  | 12,506,550 |  |  |  |  |
Class A Common | Subsequent Event | Omnibus Incentive Plan | Restricted Stock Unit (RSU) |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Shares granted |  | 966,601 |  |  |  |  |  |  |
Class A Common | Subsequent Event | Omnibus Incentive Plan | Restricted Stock Unit (RSU) | Minimum |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Vesting period |  | 1 year |  |  |  |  |  |  |
Class A Common | Subsequent Event | Omnibus Incentive Plan | Restricted Stock Unit (RSU) | Maximum |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Vesting period |  | 4 years |  |  |  |  |  |  |
Class A Common | Initial Public Offering (IPO) | Subsequent Event |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Class B issuances, Shares |  |  | 7,027,606 |  |  |  |  |  |
Public offering price, per share |  |  | $ 19.00 |  |  |  |  |  |
Proceeds from initial public offering, net of underwriting discounts and commissions |  |  | $ 124,200 |  |  |  |  |  |
Common stock, outstanding |  |  | 33,169,141 |  |  |  |  |  |
Class A Common | Initial Public Offering (IPO) | Subsequent Event | QL Holdings LLC and Subsidiaries |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Proceeds from initial public offering, net of underwriting discounts and commissions |  |  | $ 124,200 |  |  |  |  |  |
Underwriting discounts and commissions |  |  | $ 9,300 |  |  |  |  |  |
Class A Common | Initial Public Offering (IPO) | Subsequent Event | Q L Holdings L L C |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Ownership interest percentage by parent |  |  | 56.50% |  |  |  |  |  |
Class A Common | Initial Public Offering (IPO) | Subsequent Event | Omnibus Incentive Plan | Restricted Stock Unit (RSU) |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Shares granted |  |  | 4,856,189 |  |  |  |  |  |
Grant-date fair value of shares granted |  |  | $ 19.00 |  |  |  |  |  |
Vesting period |  |  | 3 years |  |  |  |  |  |
Class A Common | Underwriters' Over-allotment Option | Subsequent Event |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Class B issuances, Shares |  |  | 769,104 |  |  |  |  |  |
Class B Common | QL Holdings LLC and Subsidiaries |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Class B issuances, Shares |  |  |  |  |  | 16,000,000 | 1,750,000 | 25,500,000 | 89,738,000
Shares repurchased |  |  |  |  |  |  | 4,880,000 | 8,568,000 | 31,799,000
Class B Common | Initial Public Offering (IPO) | Subsequent Event |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Common stock, outstanding |  |  | 25,536,043 |  |  |  |  |  |
Class B-1 Units | Initial Public Offering (IPO) | Subsequent Event |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Shares repurchased |  |  | 4,772,449 |  |  |  |  |  |
White Mountains Capital, Inc. of Intermediate Holdco | Subsequent Event | Tax Receivables Agreement |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Percentage of cash savings required to pay up on agreement |  |  |  | 85.00% |  |  |  |  |
White Mountains Capital, Inc. of Intermediate Holdco | Class A Common | Initial Public Offering (IPO) | Subsequent Event |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Class B issuances, Shares |  |  |  | 24,142,096 |  |  |  |  |
Insignia, Senior Executives and Legacy Profit Interests Holders | Class B Common | Initial Public Offering (IPO) | Subsequent Event |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Class B issuances, Shares |  |  |  | 30,308,492 |  |  |  |  |
Legacy Profit Interests Holders | Class A Common | Initial Public Offering (IPO) | Subsequent Event |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Class B issuances, Shares |  |  |  | 1,999,439 |  |  |  |  |
Insignia and Senior Executives | Subsequent Event | Tax Receivables Agreement |  |  |  |  |  |  |  |  |
Subsequent Event [Line Items] |  |  |  |  |  |  |  |  |
Percentage of cash savings required to pay up on agreement |  |  |  | 85.00% |  |  |  |  |

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