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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%