<SEC-DOCUMENT>0000899243-20-029440.txt : 20201028
<SEC-HEADER>0000899243-20-029440.hdr.sgml : 20201028
<ACCEPTANCE-DATETIME>20201028130927
ACCESSION NUMBER:		0000899243-20-029440
CONFORMED SUBMISSION TYPE:	3
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20201028
FILED AS OF DATE:		20201028
DATE AS OF CHANGE:		20201028

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			INSIGNIA CAPITAL PARTNERS GP, L.L.C.
		CENTRAL INDEX KEY:			0001829474
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		3
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-39671
		FILM NUMBER:		201267400

	BUSINESS ADDRESS:	
		STREET 1:		1333 NORTH CALIFORNIA BOULEVARD
		STREET 2:		SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596
		BUSINESS PHONE:		(925) 399-8900

	MAIL ADDRESS:	
		STREET 1:		1333 NORTH CALIFORNIA BOULEVARD
		STREET 2:		SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			INSIGNIA A QL HOLDINGS, LLC
		CENTRAL INDEX KEY:			0001829476
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		3
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-39671
		FILM NUMBER:		201267401

	BUSINESS ADDRESS:	
		STREET 1:		1333 NORTH CALIFORNIA BOULEVARD
		STREET 2:		SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596
		BUSINESS PHONE:		(925) 399-8900

	MAIL ADDRESS:	
		STREET 1:		1333 NORTH CALIFORNIA BOULEVARD
		STREET 2:		SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			INSIGNIA QL HOLDINGS, LLC
		CENTRAL INDEX KEY:			0001829475
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		3
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-39671
		FILM NUMBER:		201267402

	BUSINESS ADDRESS:	
		STREET 1:		1333 NORTH CALIFORNIA BOULEVARD
		STREET 2:		SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596
		BUSINESS PHONE:		(925) 399-8900

	MAIL ADDRESS:	
		STREET 1:		1333 NORTH CALIFORNIA BOULEVARD
		STREET 2:		SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			Insignia Capital Partners (Parallel A), L.P.
		CENTRAL INDEX KEY:			0001586845
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		3
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-39671
		FILM NUMBER:		201267403

	BUSINESS ADDRESS:	
		STREET 1:		TWO WALNUT CREEK CENTER
		STREET 2:		200 PRINGLE AVENUE, SUITE 400
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596
		BUSINESS PHONE:		(925)399-8900

	MAIL ADDRESS:	
		STREET 1:		TWO WALNUT CREEK CENTER
		STREET 2:		200 PRINGLE AVENUE, SUITE 400
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			INSIGNIA CAPITAL PARTNERS (AIV), L.P.
		CENTRAL INDEX KEY:			0001829472
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		3
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-39671
		FILM NUMBER:		201267404

	BUSINESS ADDRESS:	
		STREET 1:		1333 NORTH CALIFORNIA BOULEVARD
		STREET 2:		SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596
		BUSINESS PHONE:		(925) 399-8900

	MAIL ADDRESS:	
		STREET 1:		1333 NORTH CALIFORNIA BOULEVARD
		STREET 2:		SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			Insignia Capital Partners, L.P.
		CENTRAL INDEX KEY:			0001586847
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		3
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-39671
		FILM NUMBER:		201267405

	BUSINESS ADDRESS:	
		STREET 1:		1333  N. CALIFORNIA BLVD, SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596
		BUSINESS PHONE:		(925) 399-8900

	MAIL ADDRESS:	
		STREET 1:		1333  N. CALIFORNIA BLVD, SUITE 520
		CITY:			WALNUT CREEK
		STATE:			CA
		ZIP:			94596

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			MediaAlpha, Inc.
		CENTRAL INDEX KEY:			0001818383
		STANDARD INDUSTRIAL CLASSIFICATION:	INSURANCE CARRIERS, NEC [6399]
		IRS NUMBER:				851854133
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	BUSINESS ADDRESS:	
		STREET 1:		700 SOUTH FLOWER STREET
		STREET 2:		SUITE 640
		CITY:			LOS ANGELES
		STATE:			CA
		ZIP:			90017
		BUSINESS PHONE:		619-393-9368

	MAIL ADDRESS:	
		STREET 1:		700 SOUTH FLOWER STREET
		STREET 2:		SUITE 640
		CITY:			LOS ANGELES
		STATE:			CA
		ZIP:			90017
</SEC-HEADER>
<DOCUMENT>
<TYPE>3
<SEQUENCE>1
<FILENAME>doc3.xml
<DESCRIPTION>FORM 3 SUBMISSION
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0206</schemaVersion>

    <documentType>3</documentType>

    <periodOfReport>2020-10-28</periodOfReport>

    <noSecuritiesOwned>0</noSecuritiesOwned>

    <issuer>
        <issuerCik>0001818383</issuerCik>
        <issuerName>MediaAlpha, Inc.</issuerName>
        <issuerTradingSymbol>MAX</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001829474</rptOwnerCik>
            <rptOwnerName>INSIGNIA CAPITAL PARTNERS GP, L.L.C.</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>1333 NORTH CALIFORNIA BOULEVARD, STE 520</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>WALNUT CREEK</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>94596</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001829476</rptOwnerCik>
            <rptOwnerName>INSIGNIA A QL HOLDINGS, LLC</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>1333 NORTH CALIFORNIA BOULEVARD, STE 520</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>WALNUT CREEK</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>94596</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001829475</rptOwnerCik>
            <rptOwnerName>INSIGNIA QL HOLDINGS, LLC</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>1333 NORTH CALIFORNIA BOULEVARD, STE 520</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>WALNUT CREEK</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>94596</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001586845</rptOwnerCik>
            <rptOwnerName>Insignia Capital Partners (Parallel A), L.P.</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>1333 NORTH CALIFORNIA BOULEVARD, STE 520</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>WALNUT CREEK</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>94596</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001829472</rptOwnerCik>
            <rptOwnerName>INSIGNIA CAPITAL PARTNERS (AIV), L.P.</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>1333 NORTH CALIFORNIA BOULEVARD, STE 520</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>WALNUT CREEK</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>94596</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001586847</rptOwnerCik>
            <rptOwnerName>Insignia Capital Partners, L.P.</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>1333 NORTH CALIFORNIA BOULEVARD, STE 520</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>WALNUT CREEK</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>94596</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeHolding>
            <securityTitle>
                <value>Class B Common Stock</value>
            </securityTitle>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>12505284</value>
                    <footnoteId id="F1"/>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>I</value>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value>See Footnotes</value>
                    <footnoteId id="F2"/>
                    <footnoteId id="F3"/>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeHolding>
    </nonDerivativeTable>

    <derivativeTable>
        <derivativeHolding>
            <securityTitle>
                <value>Class B-1 Units</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <footnoteId id="F4"/>
            </conversionOrExercisePrice>
            <exerciseDate>
                <footnoteId id="F4"/>
            </exerciseDate>
            <expirationDate>
                <footnoteId id="F4"/>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Class A Common Stock</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>12505284</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>I</value>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value>See Footnote</value>
                    <footnoteId id="F5"/>
                </natureOfOwnership>
            </ownershipNature>
        </derivativeHolding>
    </derivativeTable>

    <footnotes>
        <footnote id="F1">In the reorganization of QL Holdings LLC, LLC (the &quot;LLC&quot;) and the creation of the Issuer as a public holding company for the LLC (the &quot;Reorganization&quot;), shares of the Class B common stock, par value $0.01 per share, of the Issuer (the &quot;Class B Shares&quot;) were issued and sold at par value to members of the LLC holding Class B-1 Common Units of the LLC prior to the Reorganization. One Class B Share was issued and sold for every one Class B-1 Unit owned by a member. Pursuant to the Issuer's Amended and Restated Certificate of Incorporation filed in connection with the Reorganization, the Class B Shares (i) confer no economic rights on the holders thereof, (ii) confer only voting rights on the holders thereof and (iii) may be issued only to holders of Class B-1 Units.</footnote>
        <footnote id="F2">Includes 5,516,536 Class B Shares owned directly by Insignia A QL Holdings, LLC (&quot;Insignia A&quot;) and 6,988,748 Class B Shares owned directly by Insignia QL Holdings, LLC (&quot;Insignia QL&quot;). Insignia Capital Partners (Parallel A), L.P. (&quot;Parallel A&quot;) and Insignia Capital Partners (AIV), L.P. (&quot;Insignia AIV&quot;) are members of Insignia A having the power to appoint the majority of the board of managers of Insignia A. Insignia Capital Partners, L.P. (&quot;Insignia Capital&quot; and together with Parallel A and Insignia AIV, the &quot;Insignia Fund&quot;) is the managing member of Insignia QL. Insignia Capital Partners GP, LLC (&quot;Insignia GP&quot;) is the general partner of the Insignia Fund.</footnote>
        <footnote id="F3">(Continued from footnote 2) The three member Investment Committee of Insignia GP comprised of David Lowe, Anthony Broglio and  Melvyn Deane exercises voting and investment control over the securities held directly by Insignia A and Insignia QL, which acts by a majority vote of its members. Consequently, the Insignia Fund and Insignia GP may be deemed to beneficially own the securities held directly by Insignia A and Insignia QL. Messrs. Lowe, Broglio and Deane disclaim beneficial ownership of the securities held directly by Insignia A and Insignia QL.</footnote>
        <footnote id="F4">Pursuant to the Exchange Agreeement, dated October 27, 2020, by and among the Issuer, the LLC and the members of the LLC (the &quot;Exchange Agreement&quot;), the Class B-1 Units (together with one Class B Share for every Class B-1 Unit) are exchangeable for one shares of the Issuer's Class A Common Stock, par value $0.001 per share (&quot;Class A Common Stock&quot;).</footnote>
        <footnote id="F5">Includes 5,516,536 Class B-1 Units of the LLC owned directly by Insignia A and 6,988,748 Class B-1 Units of the LLC owned directly by Insignia QL. Each Class B-1 Unit is exchangeable for one share of the Issuer's Class A Common Stock pursuant to the Exchange Agreement.</footnote>
    </footnotes>

    <remarks></remarks>

    <ownerSignature>
        <signatureName>/s/ Tony Broglio, as Managing Member of Insignia Capital Partners GP, LLC</signatureName>
        <signatureDate>2020-10-28</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>/s/ Tony Broglio, as Managing Member of Insignia Capital Partners LP</signatureName>
        <signatureDate>2020-10-28</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>/s/ Tony Broglio, as Managing Member of Insignia Capital Partner (AIV), LP</signatureName>
        <signatureDate>2020-10-28</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>/s/ Tony Broglio, as Managing Member of Insignia Capital Partner (Parralel A), LP</signatureName>
        <signatureDate>2020-10-28</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>/s/ Tony Broglio, as President and Secretary of Insignia QL Holdings, LLC</signatureName>
        <signatureDate>2020-10-28</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>/s/ Tony Broglio, as President and Secretary of Insignia A QL Holdings, LLC</signatureName>
        <signatureDate>2020-10-28</signatureDate>
    </ownerSignature>
</ownershipDocument>
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</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
