System1 Group Plc · LSE:SYS1
System1 — H1 FY26 Earnings Presentation
39 slides from System1's earnings presentation, December 2025
Slide 1: FY26 Interim Results
FY26 Interim Results December 2025
Slide 2: James Gregory, Chief Executive Officer
James Gregory Chief Executive Officer
Slide 3: Chris Willford, Chief Financial Officer
Chris Willford Chief Financial Officer
Slide 4: H1 Highlights
H1 Highlights Platform revenue £16.2m 3% lower than in H1 last year, 1% lower at constant exchange Total Revenue £17.1m 7% lower than in H1 last year, 5% lower at constant exchange US Revenue +3%, UK -9% Innovation revenue +26%; Adtesting revenue -10% New client revenue £3.4m Gross profi
Slide 5: We help the world's largest advertisers make confident creative decisions
- zx 6 CUB Cun. //a ' We Wp E NY ame. fon We help the world’s largest advertisers make confident creative decisions that lead to transformational business results
Slide 6: Source | Clayton Christensen, Harvard Business School
Source | Clayton Christensen, Harvard Business School © System1 Group PLC 6
Slide 7: We are a marketing decision-making platform
predicts and improves marketing effectiveness… We are a marketing We predict and improve decision-making platform marketing effectiveness
Slide 8: 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 9: Through our 'predict your' and 'improve your' offering
… through our ‘predict your’ and ‘improve your’ offering … Data Data-Led Bespoke Consultancy Consultancy (Predict Your) (Improve Your) © System1 Group PLC 9
Slide 10: Predictions delivered through an automated platform
… our predictions (and some improvements) are delivered through an automated platform … Predict Your… Improve Your… Project Management Set up Programming Panel Data processing Reports Data Led respondents Consultancy Forward translation Back translation Key: Automated Process Consultancy © System1 G
Slide 11: Results provided to customers on a self-serve platform
… with results provided to customers on a self-serve platform …
Slide 12: Our platform and products based on world leading IP, methodologies and technologies
Our platform and Products based on world leading IP, methodologies and technologies Ads | Brands Survey Emotions measured Markets Ideas tested Responses through FaceTrace 210K+ 17M+ 40M+ 70+ © System1 Group PLC 12
Slide 13: What makes System1 unique?
What makes System1 unique? 1 2 3 4 5 We uniquely measure We have the We have THOUGHT We understand WHY We have FAST EMOTION and WORLD’S LARGEST LEADERSHIP, with advertising and turnaround with SYSTEM1 RESPONSE DATABASES OF the best INDUSTRY innovation great and SIMPLE, CLEAR, because it PREDICTS EMO
Slide 14: H1 Financials
H1 Financials
Slide 15: H1 FY26 revenue was below plan with higher investment expenditure
H1 FY26 revenue was below our plan and coincided with higher expenditure on investment H1 FY26 H1 FY25 Change % Platform Revenue 16.2 16.7 -3% Total Revenue 17.1 18.3 -7% Cost of Sales (2.2) (2.3) -4% Gross Profit 14.9 16.0 -7% Adjusted operating expenditure (13.9) (13.0) +7% Adjusted EBITDA 1.0 3.0
Slide 16: Platform Revenue held up relatively well in a difficult environment
Platform Revenue held up relatively well in a difficult environment Platform Revenue £m 20 15 10 5 0 FY23 H1 FY23 H2 FY24 H1 FY24 H2 FY25 H1 FY25 H2 FY26 H1 Data Data-led consultancy © System1 Group PLC 16
Slide 17: H1 YoY impact of additional investment and lower revenue
H1 YoY impact of additional investment and lower revenue EBITDA FY25 H1 to FY26 H1 -1.1 -0.5 3.0 -0.4 0.3 -0.3 1.0 Adj EBITDA FY25 H1 Gross profit Investment -employees Investment - other Other opex net Other op income Adj EBITDA FY26 H1 © System1 Group PLC 17
Slide 18: September reduction in profit guidance
September reduction in profit guidance due mainly to additional investment and flat YoY revenue ~3.5-4.0 © System1 Group PLC 18
Slide 19: In FY26 H1 we spent c.£0.9m of the additional discretionary investment
In FY26 H1 we spent c.£0.9m of the additional discretionary investment Innovation Advertising Other People Marketing IT Development FY26 H1deployment of accelerated investment © System1 Group PLC 21
Slide 20: We are making significant progress on our strategic goals
We are making significant progress on our 3 strategic goals World’s Largest USA Innovation Brands (Idea Testing) © System1 Group PLC 23
Slide 21: Innovation
Innovation
Slide 22: The innovation testing landscape is being disrupted
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 25
Slide 23: So, what's next…
So, what’s next… Grow Fame Improve Core Accelerate New Dashboard Launch Testing AI Features Features Industry Pack Test Partnerships Events Launch © System1 Group PLC 26
Slide 24: 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 27
Slide 25: Innovation: Early signs are encouraging
Innovation: Early signs are encouraging Innovation Revenue £m 2 1 0 FY25 H1 FY25 H2 FY26 H1 Non platform Platform © System1 Group PLC 28
Slide 26: Winning in America
Winning in America =
Slide 27: Winning in America: H1 FY26 platform revenue 2.3x FY24 H1
Winning in America: H1 FY26 platform revenue 2.3x FY24 H1 US Revenue £m 7 6 5 4 3 2 1 0 FY24 H1 FY24 H2 FY25 H1 FY25 H2 FY26 H1 Non platform Platform © System1 Group PLC 30
Slide 28: Winning with the World's Largest Brands
Winning with the World’s Largest Brands
Slide 29: Big Wins | £3.4m new business in H1
Big Wins | £3.4m new business in H1 +£1.1m +£1.8m +£0.5m The largest supermarket A global banking and wealth Large LatAm dairy business operator in the US management company; Australia’s leading job A multi-billion-dollar US A global entertainment and marketplace beverage business media
Slide 30: AI and Product Pipeline
AI and Product Pipeline TYA Impact and upcoming TYAi
Slide 31: AI is supercharging the marketing and market research industries
Huge increase in quantity of assets being created for both advertising and innovation 50% of marketers are using AI to help with the AI is supercharging brainstorming and creation of assets the marketing and market research industries with more and faster content Huge decrease in the speed and cost
Slide 32: 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 33: Advertising and Innovation databases of millions of human emotion data points
Which is why our Advertising and Innovation databases of millions of human emotion data points are key 123,340 ads 66,210 ideas 18.5 million 3.1 million human responses* human responses* *each human provides multiple emotional data points within their response per ad and idea © System1 Group PLC 36
Slide 34: TYA Impact | launched November 2025
TYA Impact | launched November 2025 TYA Impact helps clients predict the impact of their communications on brand feeling, perceptions and choice, long before brand tracking metrics are available The Challenge Our existing TYA products predict commercial impact but not the impact on brand perceptions
Slide 35: Our TYA AI will predict in seconds across unlimited media
Our TYA AI will predict in seconds across unlimited media © System1 Group PLC 38
Slide 36: AI will provide instant access to relevant best in class examples
AI will provide instant access to relevant best in class examples © System1 Group PLC 39
Slide 37: AI will create frame by frame reasons for emotion
AI will create frame by frame reasons for emotion for advanced diagnostics © System1 Group PLC 40
Slide 38: 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 © System1 Group PLC 41
Slide 39: Questions?
Questions?