Equity-based compensation plans - Narrative (Details) - USD ($)		12 Months Ended
	Oct. 31, 2020	Dec. 31, 2025	Dec. 31, 2024	Dec. 31, 2023
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Compensation cost capitalized		$ 0	$ 0	$ 0
Company Restricted Class A Shares
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Units and shares authorized (in shares)		6,470,599
QLH Class B-1 Units
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Fair value units vested			43,000	500,000
Units and shares authorized (in shares)		6,470,599
Unvested Company Class A Shares
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Fair value units vested			500,000	1,800,000
QLH Restricted Class B-1 units
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Vesting period, years		4 years
QLH Class B Restricted Unit Plan \| Class B Units \| Four-year Vesting Period
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Vesting period, years		4 years
Restricted Stock Units and Other Equity-based Awards \| Omnibus Incentive Plan
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Share reserved for issuance (in shares)	12,506,550
Restricted Stock Units and Other Equity-based Awards \| Omnibus Incentive Plan \| Class A Units
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Annual percentage increase in shares reserved for issuance		5.00%
Shares available for future grant (in shares)		6,457,213
Restricted stock units
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Award conversion, shares represented	1
Unrecognized compensation cost		$ 50,600,000
Weighted average period of recognition		2 years 6 months 10 days
Fair value units vested		$ 23,100,000	$ 32,100,000	31,100,000
Restricted stock units \| PRSUs
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Award conversion, shares represented			1
Vesting period, years			1 year
Fair value units vested		$ 1,300,000	$ 0	$ 0
Weighted-average closing price, measurement period			20 days
Restricted stock units \| Omnibus Incentive Plan
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Vesting period, years	4 years

MediaAlpha, Inc. 10-K