System1 Group Plc · LSE:SYS1
System1 — Investor Day (October 2025)
51 slides from System1's investor day presentation, Oct 22, 2025
Slide 1: Capital Markets Day
Capital Markets Day 22 October 2025
Slide 2: Agenda
Agenda James Gregory Chris Willford Trading & Outlook Chief Executive Officer Chief Financial Officer Rebecca Hatherall AI and System1 Chief Strategy Officer Jon Evans Advertising Chief Customer Officer Tristan Findlay Innovation Innovation Managing Director Q&A
Slide 3: We help the world's largest brands make confident creative decisions
We help the world’s largest brands make confident creative decisions that lead to transformational business results
Slide 4: Source | Clayton Christensen, Harvard Business School
Source | Clayton Christensen, Harvard Business School © System1 Group PLC 4
Slide 5: We focus on the twin engines of marketing growth – Advertising and Innovation
We focus on the twin engines of marketing growth – Advertising and Innovation – to grow our customers’ long-term brand and short-term sales Advertising How can I be The world’s most predictive confident that my ad effectiveness platform and advertising will drive growth? competitiveness database Imp
Slide 6: We remain confident in our investment choices alongside our strategic goals
We remain confident in our investment choices alongside our strategic goals World’s Largest Winning in Innovation Brands America (Idea Testing) © System1 Group PLC 6
Slide 7: Trading & Outlook
Trading & Outlook James Gregory & Chris Willford
Slide 8: Trading Update Highlights
Trading Update Highlights Total H1 Revenue £17.1m (-7%) H1 GP margin 87% (in line with H1 FY25) Platform Revenue £16.2m (-3%) H1 period end cash £10.8m US platform revenue £6.0m (+3%) H1 adjusted PBT range £0.2-£0.3m Innovation platform revenue £1.5m (+107%) New platform revenue Record £3.4m Q3 to d
Slide 9: H1 Progress despite macro headwinds
H1 Progress despite macro headwinds Going well in H1 Challenges in H1 +26% vs. H1FY25 Innovation revenue (platform +107%) Ad testing budget reductions with major clients +3%, +8% USD USA momentum (platform +13% in USD) Impact of tariff wars on client confidence and pre- +11% testing budgets in Conti
Slide 10: September reduction in profit guidance due mainly to additional investment and flat YoY revenue
September reduction in profit guidance due mainly to additional investment and flat YoY revenue ~3.5-4.0 © System1 Group PLC 10
Slide 11: The big topics to address today
The 3 big topics to address today What does AI mean Is there still growth How is the for System1? in the Advertising Innovation business? relaunch going? © System1 Group PLC 11
Slide 12: AI and System1
AI and System1 Rebecca Hatherall
Slide 13: AI is supercharging the marketing and market research industries
Huge increase in quantity of assets being created for both advertising and innovation AI is supercharging 50% of marketers are using AI to help with the brainstorming and creation of assets the marketing and market research industries with more and faster content Huge decrease in the speed and cost
Slide 14: But predictiveness is paramount
But predictiveness is paramount Shit delivered at the speed of light is still shit. David Ogilvy
Slide 15: While practices may change, human principles remain the same
While practices may change, human principles remain the same Emotion (still) builds brands. Standing out takes more than algorithms. Even the biggest AI names are looking to build their brands – with TV advertising – and are still learning how to do it well. We understand the power of 1.0 0.64 71 em
Slide 16: Our Advertising and Innovation databases of millions of human emotion data points is key
Which is why our Advertising and Innovation databases of millions of human emotion data points is key 123,340 ads 66,210 ideas 18.5 million human 3.1 million human responses* responses* *each human provides multiple emotional data points within their response per ad and idea © System1 Group PLC 16
Slide 17: So, what does this mean for S1 … AI in combination with humans is the winning formula
So, what does this mean for S1 … AI in combination with humans is the winning formula Human experience makes up dataset for benchmark Launch & Asset AI for first drafts, Review Creation humans to review AI can then mine that to surface insight AI for quick pointers and AI trained on human emotion ap
Slide 18: AI in combination with humans is the winning formula
So, what does this mean for S1 … AI in combination with humans is the winning formula TYA post-launch benchmarking Launch & Asset TYI Partnerships Review Creation in exploration TYA & TYI TYA instant TYI instant instant insight Improve Validate (AI) prediction (AI) prediction powered by database com
Slide 19: Advertising
Advertising Jon Evans System1 Group
Slide 20: Delivering Joy – an Amazon example
Delivering Joy – an Amazon example Advertising HUMAN BEHAVIOUR ALL MEDIA AI ENHANCED
Slide 21: Foundations of System1 thinking & thought leadership don't change
Foundations of System1 thinking & thought leadership don’t change © System1 Group PLC 25
Slide 22: 5 years ago we changed the game of Ad testing to predictive, fast & intuitive
5 years ago we changed the game of Ad testing to predictive, fast & intuitive © System1 Group PLC 26
Slide 23: We created the only platform that tests everything to create real benchmarks
We created the only platform that tests everything to create real benchmarks © System1 Group PLC 27
Slide 24: We built our channel thought leadership and product in tandem
We built our channel thought leadership and product in tandem In the last 12 months our reports have been downloaded 43,328 times an increase of 260% © System1 Group PLC 28
Slide 25: Creating mass reach through our own media channels
Creating mass reach through our own media channels 250k followers & over 150m views in the last 12 months Growth by media vs last year Podcast +115% Website +98% Webinar Attendees +335% Linkedin +137% US Spontaneous Awareness +100% © System1 Group PLC 29
Slide 26: Slide 26
Slide 27: Uncensored CMO
ss UNCENSORED CMO -
Slide 28: American Eagle
AMERICAN EAGLE eh iver sve <5/ HAS GREAT JEANS
Slide 29: © System1 Group PLC
© System1 Group PLC 33
Slide 30: Resulting in 500+ customers & £30m revenue in just 5 years
Resulting in 500+ customers & £30m revenue in just 5 years TYA Data + Data-Led Consultancy No. Customers 81 220 251 391 533 30 25 20 15 10 5 0 FY21 FY22 FY23 FY24 FY25 Revenue £ms © System1 Group PLC 34
Slide 31: Working with some of the world's largest brands
Working with some of the world’s largest brands © System1 Group PLC 35
Slide 32: Our TYA AI will predict in seconds across unlimited media
Our TYA AI will predict in seconds across unlimited media
Slide 33: AI will provide instant access to relevant best in class examples
AI will provide instant access to relevant best in class examples
Slide 34: AI will create frame by frame reasons for emotion for advanced diagnostics
AI will create frame by frame reasons for emotion for advanced diagnostics
Slide 35: Our new fluent character will provide instant guidance
Our new fluent character will provide instant guidance Trained on our database of 120k+ Ads & all our thought leadership
Slide 36: Humans don't need AI, AI needs humans
HUMANS DON’T NEED AI AI NEEDS HUMANS
Slide 37: Innovation
Innovation Tristan Findlay
Slide 38: We identified a massive opportunity in the Innovation Testing market
We identified a massive opportunity in the Innovation Testing market to accelerate growth on top of Advertising Pre Testing Total Addressable Market $20.43bn Ad Pre Testing Innovation Testing Brand Tracking $2.46bn $12.02bn $5.95bn Source | Global Market Research 2023 | ESOMAR © System1 Group PLC 42
Slide 39: The innovation testing landscape is being disrupted and creates opportunity for System1 to win
The innovation testing landscape is being disrupted and creates opportunity for System1 to win ‘Traditionals’ Need For Insight Flexibility Across AI Being Challenged Partners Delivery Type © System1 Group PLC 43
Slide 40: We have invested in a dedicated team to accelerate
We have invested in a dedicated team to accelerate Tristan Findlay Sarah Watts Hannah Rodrigues Managing Director Innovation Innovation Commercial Lead, Research Director, Innovation Europe Jessi Odenbach Danny Rodriguez Meghan Reinhardt Sophie Accion Bar Head of Marketing, Innovation Labs Lead, Inn
Slide 41: We have relaunched our current product to better fit the market and customer needs
We have relaunched our current product to better fit the market and customer needs Distinct Revised Increased Company Updated Case Studies/ Products Costs Database Training Creds Testimonials © System1 Group PLC 45
Slide 42: We are growing our Innovation fame
We are growing our Innovation fame, building on our success in the Advertising space 216k impressions for ‘Innovation of the Week’ to date +62% Innovation demo requests +35% social posts re-shares © System1 Group PLC 46
Slide 43: We are becoming a top voice in the Innovation world
We are becoming a top voice in the Innovation world
Slide 44: Results are in … Platform Innovation sales growing HoH
Results are in … Platform Innovation sales growing HoH +107% H1 Platform vs. H1 FY25 +26% H1 Total vs. H1 FY25 Biggest Q1 in 4 years +47% Total Q2 vs. FY25 Total © System1 Group PLC 48
Slide 45: Some impressive wins
Some impressive wins … … including 38 new customers YTD vs. PFY across major organisations “Big kudos to The System1 team for the incredible work you did! Global e-commerce giant Your deep dive into the data - and comprehensive output with actionable steps - helped us uncover a fresh angle for posit
Slide 46: So, what's next… Grow Fame, Improve Core, Accelerate
So, what’s next… Grow Fame Improve Core Accelerate Launch New Dashboard Features AI Features Testing Industry Pack Test Events Launch Partnerships © System1 Group PLC 50
Slide 47: This allows us to expand to other insight territories
This allows us to expand to other insight territories Innovation Current Future Landscape System1 Space System1 Space H2 FY26 Inspire Screen Predict FY27 Track © System1 Group PLC 51
Slide 48: A partnership in action
A partnership in action Inspire & Proven insight discovery approach 1 focused on commercial outcomes, enabled by AI This Partnership brings a unique level of confidence via an 2 Validated consumer insight industry leading AI enabled driven by behavioural science & System1 testing solution. Our share
Slide 49: A partnership in action
A partnership in action Inspire “Thank you so much for yesterday. The team were all super happy with the presentation and the depth of content. To me the partnership is invaluable between System1 and BionicX. The speed of turn around from concept to insight to improved concept is something I’ve neve
Slide 50: In summary, the future is pink for System1
In summary, the future is pink for System1 Early days, but October looking in line with guidance Power of the Ad and Innovation Databases is unique Exciting opportunity to commercialise our IP from FY27 with new AI products Growing foothold in US for Ad business to grow Deploying fame-building playb
Slide 51: Questions?
Questions?