MediaAlpha Promotes Amy Yeh to CTO as Co-Founder Shifts to Chief Architect Role

In a calculated leadership transition aimed at future-proofing its technology roadmap, MediaAlpha (NYSE: MAX), a leading real-time customer acquisition platform for the insurance sector, has named Amy Yeh as its new Chief Technology Officer, effective immediately. Yeh succeeds co-founder Eugene Nonko, who will now serve as the company’s Chief Architect.

This move is more than a title swap—it reflects a strategic pivot for a company that has become a crucial behind-the-scenes player in the insurance marketing ecosystem.

“Amy has been a force multiplier across every dimension of our engineering team,” said Steve Yi, MediaAlpha’s Co-Founder and CEO.

Yeh, who joined MediaAlpha in 2015 and most recently served as SVP of Technology, has led key initiatives that scaled the company’s engineering operations and infrastructure, enabling MediaAlpha to stay ahead in a hyper-competitive, data-driven marketplace. Her fingerprints are on everything from platform reliability and data architecture to product innovation and engineering culture.

From Builder to Visionary

The transition comes as MediaAlpha sharpens its focus on long-term architectural strategy and platform evolution. Nonko, who co-founded the company in 2011 and served as CTO since its inception, is stepping into the newly created role of Chief Architect, where he’ll oversee technical vision, architecture design, and innovation initiatives.

“In my next chapter at MediaAlpha, I’m excited to focus on long-term architecture and innovation,” said Nonko. “Amy is the right leader to drive the next era of platform growth.”

It’s a passing of the torch that doubles as a scaling strategy—dividing tactical execution and long-horizon thinking between two seasoned leaders.

Why This Matters in the Insurance Martech Arena

For those unfamiliar, MediaAlpha operates at the intersection of martech and insurtech, helping major insurance carriers and agents acquire high-intent customers in real time. In an industry where milliseconds matter and algorithmic matching is mission-critical, platform efficiency and data intelligence are not just advantages—they're requirements.

Amy Yeh’s elevation signals a continued investment in platform velocity, data scalability, and engineering excellence at a time when insurers are under pressure to optimize marketing spend, reduce acquisition friction, and respond faster to customer needs.

And with customer acquisition increasingly influenced by AI, data interoperability, and automation, Yeh’s role as CTO positions MediaAlpha to compete not just with traditional lead-gen platforms, but with a new wave of performance marketing engines and embedded insurance ecosystems.

What’s Next for MediaAlpha?

MediaAlpha has kept a relatively low public profile compared to more consumer-facing insurtechs, but its behind-the-scenes influence is significant. This leadership change could sharpen its competitive edge as the market matures.

For investors and industry watchers, the split between operational leadership (Yeh) and architectural vision (Nonko) could be a sign that MediaAlpha is laying groundwork for faster iteration, deeper partner integrations, and scalable growth—without losing technical depth.

“My priority is to carry forward our culture of openness, technical excellence, and continuous learning,” Yeh said in a statement.