Celebrus Technologies : Annual Report 2025

About this update from Celebrus Technologies Plc

The leading digital identity and data platform Annual Report and Accounts 2025 Celebrus: The leading digital identity and data platform Welcome to the Celebrus Technologies plc 2025 Annual Report. This report covers the Group strategy, business model and products, as well as our ESG activities, governance and the financial results for the year ended 31 March 2025. Celebrus is the leading digital identity and data platform designed to capture, contextualize, and activate true first-party data in milliseconds to improve marketing and fraud prevention across all digital channels. Celebrus sets the gold standard globally for improving marketing effectiveness and preventing fraud. We focus on strengthening brand-consumer relationships through better data. This means innovating better ways to manage digital identity and know your consumers - even when they're not logged in. We thrive on solving complex digital data challenges to help businesses succeed. Visit our investor site for more information https://www.celebrus.com/investors ‌Celebrus Technologies plc‌ Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 1 P4 Building better relationships P11 Our investment case P14 Our platform Contents Strategic Report Highlights At a glance Building better relationships Key features and functionality Chair's Statement 10 Chief Executive Officer's Review 11 Our investment case 12 Market overview 14 Our platform 18 Business model 20 Our strategy 22 Strategy in action 26 Key performance indicators 28 Chief Technology Officer's Report 30 Chief Security Officer's Report 32 Stakeholder engagement 36 ESG Report 43 Chief Financial Officer's Review 46 Principal risks and uncertainties Governance 50 Board of Directors 52 Chairman's introduction to governance 53 Corporate Governance Statement 56 Application of the QCA Corporate Governance Code 64 Report of the Audit Committee 65 Report of the Nomination Committee 66 Report of the Remuneration Committee 67 Directors' Remuneration Report 71 Directors' Report 73 Statement of Directors' responsibilities Financial Statements 74 Independent auditor's report 78 Group statement of comprehensive income Consolidated statement of comprehensive income Group statement of financial position Group statement of changes in equity Group statement of cash flow Company statement of financial position Company statement of changes in equity Notes to the financial statements 108 Shareholder information ‌Strategic Report Governance Financial Statements 2 $30.3 m Software Revenues +9.4% $8.7 m Adjusted PBT +14.5% 75.0 % Software gross profit % +2.8% points $18.8 m ARR (restated) +13.9% 18.24 cents Adjusted diluted EPS +36% 3.27 p Dividend +3.8% Financial highlights The Group results are presented in US Dollars for the first time. From 1 April 2025, the Group is introducing a number of changes to its commercial contractual arrangements with customers which will impact accounting for contract including the definition of cost of sales, the segmentation of revenue type and the move to straight line revenue recognition of future license revenues. Annual recurring revenue (ARR) up 13.9% to $18.8 million (31 March 2024 restated: $16.5 million), as calculated under the new definition. Total Revenue of $38.7 million (FY24: $40.9 million), with Software Revenue (excluding third-party hardware) of $30.3 million (FY24: $27.7 million), an increase of 9.4%. Gross profit margin of 61.9% (FY24: 52.9%) due to a lower proportion of lower margin third party hardware revenue. Software revenue gross margin of 75.0% (FY24: 72.8%). Adjusted profit before tax** of $8.7 million (FY24: $7.6 million), and statutory profit before tax of $7.3 million (FY24: $7.0 million) Adjusted diluted EPS of 18.24 cents (FY24: 13.39 cents) and diluted basic EPS of 15.78 cents (FY24: 12.27 cents) Proposed final dividend of 2.32p (FY24: 2.23p), making a total dividend for the year of 3.27p (FY24: 3.15p), an increase of 3.8%. Year-end cash position of $31.5 million (FY24: $38.5 million), with the lower balance resulting from the unwinding of debtor and creditor positions related to third party hardware. Operational highlights Key new customer wins including a global airline and a major fintech business, and strong upsells into existing customers including a financial services customer in the US, another airline, and a financial institution in APAC. Alignment of the business to focus on three inputs to our pipeline: marketing generated leads, partner sourced and influenced leads, and sales direct prospecting leads. The Group has fully transitioned to Celebrus Cloud as the primary deployment option for customers as this provides a mutually beneficial arrangement and aligns with our core strategy. Continued investment into the Celebrus platform to maintain its market-leading differentiation and to assist customers with their key use cases and challenges. The Group has continued to transition away from supporting and reselling third-party software so as to align with our core strategy of focusing on our own software sales as the core business driver. Celebrus Technologies plc Annual Report and Accounts 2025 Highlights Delivering sustainable value Current trading and outlook The new financial year has started with a strong pipeline, new customer wins and a good proportion of revenue already committed to the current financial year. ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 3 At a glance The leading digital identity and data platform Improving the relationships between brands and consumers via better data. Celebrus is the leading digital identity and data platform designed to capture, contextualize, and activate true first-party data in milliseconds to improve marketing and fraud prevention across all digital channels. Celebrus sets the gold standard globally for improving marketing effectiveness and preventing fraud. We focus on strengthening brand-consumer relationships through better data. This means innovating better ways to manage digital identity and know your consumers - even when they're not logged in. We thrive on solving complex digital data challenges to help businesses succeed. Innovative, trusted, proven. Founded in 1999 For 25+ years, Celebrus has delivered data-first innovation focused on improving the relationships between brands and consumers via better data, unifying broken customer journeys, eliminating any need for tagging, and never using third-party cookies. Deployed in 30+ countries We power patented, continuous customer profiling with frictionless data capture, behavioral biometrics, and cookieless capture across every channel, device, and interaction for a complete view of every customer. Captures 100% of data Celebrus provides the most abundant individual-level engagement and behavioral data technology available and continues to invest heavily in developing new data solutions and innovations to ensure clients are well-placed to leverage their data assets. ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 4 Building better relationships Celebrus for... Financial services and banking Scan QR to see how we do it Insurance products and services Scan QR to see how we do it Celebrus innovates the way financial institutions leverage first-party data to power marketing analytics, prevent fraud, and transform customer experiences. Choose the only solution to future-proof your marketing and safeguard your brand. Rising customer expectations and increasingly stringent data governance frameworks make it critical for financial institutions to deliver personalized, secure experiences. Celebrus solves your fragmented customer identities so you don't miss opportunities for targeted marketing and so you don't miss the early warning signs of fraud. Celebrus innovates the way regulated institutions leverage first-party data to power analytics, prevent fraud, and transform customer experiences. Insurers strive to deliver highly relevant one-to-one experiences across all digital channels, even when consumers are interfacing with agents instead of the brands themselves. Celebrus empowers you to deliver real-time, individual-level personalization at scale and effectively prevent fraud in a highly regulated and security-focused environment. Read more about how we support our clients on pages 22-25 Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 5 Building better relationships continued Healthcare and patient experience (PX) Empower your healthcare organization to connect and use data in real time. Increasingly stringent data governance frameworks make it critical for healthcare institutions to deliver personalized, secure experiences. Celebrus empowers healthcare payers and providers with unparalleled digital identity data to deliver exceptional PX, optimize operations, and ensure HIPAA compliance. Scan QR to see how we do it Celebrus helped us solve business intelligence challenges by providing real-time, accurate data that improved our decision-making processes." Retail and Telco customer data management Boost personalization, enhance ROI/ROAS, Scan QR to see how we do it and prevent fraud while ensuring seamless omnichannel customer experiences. Marketing attribution and personalization are critical to retail success but capturing and contextualizing high-quality data in real time can be a challenge. Broad segmentation and best-guess approaches simply don't work. Celebrus' innovative solution delivers high-quality interaction data to leverage customer behavior and preference insights in true realtime on any channel, from websites to call centers to loyalty apps. Read more about how we support our clients on pages 22-25 Celebrus Technologies plc Annual Report and Accounts 2025 Building better relationships continued Strategic Report Governance Financial Statements 6 Celebrus for… Travel, hospitality, and gaming Provide superior guest experiences with the power of comprehensive customer data. Celebrus creates seamless, hyper-personalized interactions at every touchpoint - from booking to check-in to call centers, and beyond. With the right data tools, travel, hospitality, and gaming brands can elevate customer experiences, grow bookings, increase loyalty, optimize marketing spend, and protect their reputation. Unite fragmented data and leverage real-time insights to deliver frictionless brand experiences for your guests. Scan QR to see how we do it Read more about how we support our clients on pages 22-25 By leveraging Celebrus, we generated millions in revenue through improved customer insights and targeted marketing strategies." A leading global airline ‌Celebrus Technologies plc Annual Report and Accounts 2025 Key features and functionality Strategic Report Governance Financial Statements 7 Unified customer views Combine cross-channel data from sources like multiple brand websites and mobile apps that track interest, intent, and behavior over sessions and time for the most comprehensive single customer view available. No third-party cookies and no tagging required, so you are always getting the data you want. Hyper-personalization Stay relevant and deliver personalized messages and offer real-time experiences that resonate, based on instant customer behavior, including interest and intent from complete digital profiles. Stay ahead of fraud Identify evolving threats before they become a problem. Access digital data sets and trigger actions that align messaging to offer push notifications, emails, or other outreach in real time, motivating customers to take action. Maintain compliance Celebrus is the only data capture solution that's true first-party, which means YOU own and control the data. Comply with global data privacy regulations like GDPR, CPRA, LGPD, and others, and manage consent. Consistent omnichannel CX Understand price sensitivity, preferences, and opportunities. Real-time data feeds the entire organization - from addressing website errors and streamlining the checkout process, to analyzing price sensitivity and rescuing abandoned sessions. Fraud and identity theft Real-time, contextualized data transforms the prevention of fraud such as new account creation, account takeover, and payment fraud. Celebrus intervenes to catch the fraudster before the fraud occurs for better CX and to reduce fraud expense. Unified identity data Combined cross-channel data from sources like patient websites and portals, mobile apps, and specialized IoT devices like smartwatches and personal health trackers, gives healthcare institutions the most comprehensive single patient view available. Managing consent Capturing compliant interaction and PHI data, without browser-imposed tracking restrictions, allows for true hyper-personalization. Celebrus instantly activates multi-channel data, optimizing decisioning and improving the patient experience. Optimizing marketing The comprehensive data collection, contextualization, and activation capabilities of Celebrus feed analytics platforms, providing the necessary insight to improve campaign performance, optimize ROAS, and increase conversions. Unify customer data Reject tagging, additional maintenance, and workforce strain and experience true data accuracy with zero delays. Capture data, including PII and interaction engagement, across digital platforms in real time without browser restrictions. Reduce false positives Without the proper data to accurately authenticate users, insurers are left with a partial view of their customer, leading to false positives, friction in the customer experience, and inadequate fraud prevention systems. ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 8 Chair's Statement Continued investment in growth and scalability In this environment we Fiscal 2025 showed continued growth in our core Celebrus products despite the impact of the uncertain global economic environment on our new business sales efforts. Key new customer wins during the year include a global airline and a major fintech business. have continued to reinforce our market-leading position as a result of ongoing investment into product innovation." Although the uncertainty persists, the pipeline continues to grow. We have already recorded two new key wins in FY26; a European bank and a US trading and brokerage technology company. These wins demonstrate the strength of the Celebrus platform value proposition. We see a continuation of the market trends of stricter privacy regulations, the deprecation of third-party cookies, and continued increases in instances of online fraud and digital identity attacks. Against this backdrop our customers continue to evaluate how best to respect the various privacy laws in the territories in which they operate so that brands can satisfy their demand for real-time customer intelligence while maintaining the trust of their consumers. In this environment we have continued to reinforce our market-leading position as a result of ongoing investment into product innovation. During the year, our product team made significant breakthroughs in compliant mobile data capture while navigating the shifting landscape of data and privacy regulations. We have also continued to refine and mature our sales and go-to-market activities, with clearer messaging, increased granularity and tracking of lead generation and the ultimate outcomes of leads by source. This allows us to fine-tune our approach and pivot more quickly to what activities produce the best return on our sales and marketing investment. We believe that the changes in our financial reporting which we announced in April 2025, notably as a result of the changes to contracts, terms and conditions and product services the way in which we will now recognize license revenue is on a straight-line basis for new contracts., and this along with the revised definition of ARR, will provide greater clarity into the operations of the Group and allow investors a better view into the high-value Celebrus-related components of revenue. Celebrus Technologies plc Annual Report and Accounts 2025 Chair's Statement continued Strategic Report Governance Financial Statements 9 Finally, during the year we formalized a new set of values and are embedding these into the organization to reinforce our company culture. We consider this to be a key factor for any successful company's performance. While we are undoubtably in a time of transition, the outlook is positive, despite the global economy, and the pipeline continues to grow. We remain confident that we can deliver long-term shareholder value in the coming years. Tom Skelton Non-Executive Chairman 14 July 2025 ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 10 Chief Executive Officer's Review Focusing on the sales and service Overall, this was a year of continued progress offset by operational and macroeconomic challenges, particularly some slowing down of customer decision making in the second half of our financial year, as we described in the trading update in April. of proprietary Celebrus products For growth, we are now aligned on creating three inputs to our pipeline: marketing generated leads, partner sourced and influenced leads, and sales direct prospecting leads." While we naturally focus on the challenges, and how to improve upon our learnings, I believe our results show that the company and team excelled in many areas and made significant progress in bringing to life our strategic vision for Celebrus. We have now fully transitioned to Celebrus Cloud as the primary deployment model for new customers choosing to put their faith in our software platform. Our hosting has massively advanced in just a few short years, and we have developed an incredible amount of innovation, scale, and automation to support our customers deployed in these single-tenant, private cloud instances we manage on their behalf. This is a win-win and has brought incredible reliability and scale to our platform globally for brands. For our customers it means a shorter time to "go live", and ensures they are always running the latest version of our platform. For us, it means simplified delivery of new features which broadens usage, strengthens retention, and powers upsells. The combination of exclusive Cloud delivery for new clients, the growth in customers signing up for a managed service, and changes to the detail behind how we contract with customers support our move to the new revenue recognition model for Celebrus software license revenue. Historically, we would recognize the full year value of the license on each of Our three strategic pillars the anniversary dates of the agreement irrespective of when in the financial year the anniversary occurred. Now, beginning with FY26, we will recognize the software license revenue monthly over the term. Our invoicing and cashflow remains annually up-front, and our contracts continue to be a three-year term. This new model will also be used for upsells, and renewals on a go-forward basis in FY26. Over the past year, we have restructured and refined our global marketing function, expanded our partners to include both tech and consulting organizations, refined our direct sales team, and expanded our customer success team. These functions are solely focused on growing our Celebrus software revenues globally, and we are making additional adjustments starting in FY26 to further sharpen that focus. For growth, we are now aligned on creating three inputs to our pipeline: marketing generated leads, partner sourced and influenced leads, and sales direct prospecting leads. These pipelines, and the goals behind them, are how we will define and reward success across the business. As outlined in our trading update in April, we continue to focus on the sales and service of proprietary Celebrus products. In FY26 we are aligning our financial reporting and corporate objectives to reinforce this strategic focus. 01 Focus on Celebrus software revenues 02 Deliver an excellent customer experience 03 Create high-performing teams across the business For more information see pages 20-21 ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 11 Chief Executive Officer's Review continued While the reduced focus on third-party software will reduce near-term revenue, we believe that over the medium term our investors will benefit from our decision to move away from this non-Celebrus revenue as certain customer agreements are renewed. Any remaining third-party software revenue will be clearly denoted in the 3rd party portion of our income statement and is now excluded from our definition of ARR. We have provided a refactored view of ARR which is solely focused on two key components of revenue; Celebrus Licenses and Celebrus Cloud, and 2)) Managed Services. Project revenues and third-party revenues will no longer be included in our refined definition of ARR. We believe this provides the cleanest view for investors as we believe they will value our business and monitor our success in growing our own more valuable software revenues. On this newly defined basis we achieved 13.9% growth in ARR in FY25 to $18.8m (31 March 2024 restated: $16.5 million), with the difference from previously reported ARR being largely impacted by third-party software licenses. We continue to invest heavily in innovation, relying on strategic insights, market/customer demand, and partner input. We continue to provide two major updates each year, delivering innovation faster than our competitors. Significant innovations in FY25 include enhanced analytics capabilities, advertising list building, and mobile data capture. A further advance took place in early FY26 with the launch of v10 of our Celebrus platform. We continue to learn, evolving our value proposition and associated messaging as well as educating the team about how best to tell our story. This strengthened differentiation highlights the benefits of partnering with Celebrus. It is a competitive market, and we continue to see our best success with frustrated decision makers who have struggled to deliver important use cases in both Marketing and Fraud. We are excited to see the success of these learnings bring key wins across FY26. Partners remain an important part of our go-to-market strategy. We continued to strengthen existing partnerships while also creating new ones based on client needs or shared customers. Our approach is pragmatic, focusing on partnerships that result in clear, joint differentiation in the market and existing success stories. This is an important evolution of the partner approach to ensure we are building a good flow of leads to support our sales growth targets, as well as building a partner base which can assist in delivering Celebrus projects to make our business more scalable. We also continue to make investments in cybersecurity and compliance. In FY25 we launched key features such as our anonymized data collection, which pairs nicely with our existing CX Vault feature. Compliance is paramount in the world today and our software is now live in over 35 countries in some of the most security-conscious verticals. We will continue to make compliance a priority for our first-party data platform so that our customers can build better relationships with their consumers while remaining fully compliant with the highest levels of data privacy regulations. We remain open to a potential acquisition of intellectual property to bolster the Celebrus Platform and will continue to monitor the market for opportunities in FY26. We have started FY26 with a strong pipeline, good momentum, and a solid backlog. Moreover, contract wins in the first quarter of this financial year, announced earlier today, have increased our ARR to almost $20.0 million. We are confident in our ability to deliver in this new financial year and continue to execute on our vision for this business globally. Bill Bruno Chief Executive Officer 14 July 2025 Our investment case Building shareholder value Market-leading proprietary software Celebrus has unique proprietary software and know-how which enables customers around the globe to better use and manage their data. Blue-chip customer base Celebrus has a blue-chip international customer base located in over 30 countries, with high customer satisfaction, and a very low customer churn rate. Presence in growth sectors Celebrus operates in a market with positive drivers for growth such as: huge amounts of data being collected by brands for complex data activation, increases in online fraud, and deprecation of third-party cookies. Strong balance sheet The Company has a strong balance sheet allowing us the ability to fund investment into growth. ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 12 Market overview Addressable market and competitive position Implementing Celebrus led to a 27% increase in online upsell, demonstrating its capability in enhancing customer engagement and sales." Celebrus occupies a pivotal position in the rapidly expanding customer data and identity market, which is projected to grow to $28.2 billion by 2028. 1 As businesses increasingly seek unified customer views, real-time personalization, and stringent compliance with evolving data privacy regulations, the Celebrus platform captures and activates first-party data across all digital touchpoints - web, mobile, and offline - without reliance on tags or cookies. This approach ensures comprehensive, live-time identity resolution and behavioral profiling, even for anonymous users. Celebrus distinguishes itself through its patented, tag-free data capture technology, enabling real-time data processing and activation. This capability supports immediate personalization and fraud prevention measures. The platform's integration of behavioral biometrics and AI-driven analytics further enhances its ability to detect and prevent fraudulent activities before they occur. Moreover, Celebrus' commitment to compliance is evidenced by its ability to comply with data privacy regulations across, currently, over 30 countries, including GDPR and HIPAA, and its ISO 27001 certification. These features position Celebrus as a leader in providing secure, real-time, and compliant customer data solutions, catering to the needs of industries such as financial services, healthcare, retail, and telecommunications. Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 13 Market trends and our response Trend Response Link to strategy According to a recent IDC study, "executives openly articulate the need for their organizations to be more data-driven, and to be data companies." AI and machine learning technologies find increased roles within business units, responsible for automations and the detection of anomalies. "Cloud technology acts as a key trend for fraud detection and prevention. It offers robust processing power, storage space and access through the internet." (Fortune Business Insights) This trend requires organizations to actively collect digital data as soon as brand interactions occurs, with a full picture of digital identity. This data must also be usable in the moment. This is the core value proposition of Celebrus as a platform. Celebrus has embedded machine learning and AI into the platform for years and will continue to innovate upon the models provided to customers to drive quick wins. Making data easier to use is a core tenet of the Celebrus platform. Celebrus Cloud, our first-party, single-tenant, private cloud offering makes this a reality for our customers, with compliance at the forefront for protecting consumer information. 01, 02 01, 02 01, 02 Our Three strategic pillars 01 Focus on Celebrus software revenues 02 Deliver an excellent customer experience 03 Create high-performing teams across the business ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 14 Our platform Captured, contextualized and activated with Celebrus. Marketing Transform experiences with more complete data sets Marketing Level up your marketing with better data. Fraud Analytics Your customers interact with you across different channels, devices, and domains - Celebrus connects the dots, so you always know who they are and can anticipate what they want; no tagging, no delays. We solve key gaps no other platform can. Our consumer profiles provide a level of detail that outpaces other solutions, and our ability to do that in real time means that brands can take action more quickly. We give you 360-degree views of your customers that start from the first journey and the first page/screen of that journey, instead of simply focusing on when someone logs in. Complete journeys: not just data from logged in and authenticated customers, get context for the entire journey across channels, devices, and domains. Address opt-outs and anonymous: compliant, patented cookieless capture that allows you to capture data to better serve your customers. True personalization: the ability to serve better offers and messaging based on instant customer data and historical profile data to stay relevant. No-party data: enable our CX Vault for no tracking, no sharing, no cookies - just pure relevance with session-level customization on any web or mobile browser. No limits: stay ahead of your own data needs by capturing 100% of the data that never expires 100% of the time; no need to predict what you will need for future campaigns - tags eliminated. Impacts: Identity resolution Cross-domain continuance persists identity data for complete customer views, regardless of cookies and cross-domain blocking. 48% fewer transaction abandonments Smarter personalization Stay relevant and deliver hyper-personalized messages that resonate, based on real-time customer behavior. 85% faster personalization deployment Improve ROI: be more effective in all your campaigns with accurate attribution, spend wiser, and get to conversions faster. Accurate attribution Know exactly which touchpoints drive conversions, even when customers jump between devices and sessions. 37% savings in cost-per-acquisition (CPA) Historical profiles Compliantly track past trends and interactions to make informed decisions with data that lasts longer than 7 days. 90% success in predicting intent to leave Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 15 Our platform continued Fraud Upgrade your fraud prevention with better data. Choose the only solution that lays the foundation for true fraud prevention to stay ahead of fraudsters and keep trusted customers. Our patented technology keeps you ahead of evolving fraud challenges. Unlike customer data platforms for fraud prevention, Celebrus delivers the proof you need right when you need it to stop fraud in its tracks. No waiting, no guesswork. Just clear, actionable evidence to protect your business and customers. Identity graph Builds complex digital identity profiles to identify and authenticate users across time, sessions, and devices. Zero-delay data Delivers real-time data in milliseconds for instant intervention on suspicious behavior. Anomaly detection Analyzes data at scale to recognize anomalies that lead to the discovery of where and how fraud occurs. Bot detection Machine learning model saves you money and enables you to intervene the moment a bot arrives. Augment existing tech Works with what you have to provide actionable data insights across all teams and departments. Always compliant Adheres to all global and privacy regulations and manages consent to build trust. Impacts: Frictionless data capture Access and leverage zero-delay data without the limitations. Instantly capture complete, accurate, unrestricted data that never expires - no tagging, no rigid models. Less than 1 day to launch new fraud indicators Reduce false positives Celebrus Identity Graph enables identification in milliseconds, ensuring decisioning systems have the data needed to validate transactions, regardless of user authentication. 30% reduction in false positives year 1 Behavioral biometrics Build scoring models based on behavioral biometrics like swipe direction, typing speed, or push pressure, and discover hidden data patterns using real-time data. $ 1m in fraud quickly identified and mitigated Sense and trace Celebrus Sense and Trace persists first-party identity to follow fraudulent mule account activities on an individual level - strike when custom alarms are triggered. + 5k fraudulent quotes blocked & 20%+ uplift in fraud detection Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 16 Our platform continued Analytics Digital data analytics made simple Celebrus captures every digital interaction across devices, sessions, and domains giving you a real-time, unified view of customer behavior beyond traditional analytics. Your data, your way Celebrus Digital Analytics Celebrus Digital Analytics (CDA) connects the dots between visits, devices, and behaviors - giving you the instant insights you need to enhance experiences and drive results. Complete customer journey views with multi-touch attribution. All the data you need to improve campaigns and decisioning. Self-service analytics Our self-service analytics powered by Metabase connects directly to your Celebrus data, making it easy to explore trends, test ideas, and generate reports. No technical background required. Instantly access and analyze data with an intuitive interface. Create reports, explore trends, and validate hypotheses in minutes. Workbooks for Tableau and Power BI If you're already using Tableau or Power BI, integrating Celebrus data is quick and easy. Our pre-built data sets and workbooks provide a jump- start, so you can start uncovering insights right away. No complicated setup - just plug in your data and start exploring. Get pre-configured workbooks for Tableau and Power BI. Bring your own analytics We work with your unique needs and the tech you have in place, whether you want to keep it or replace it - we are here to support you with better data and analytics capabilities. Easily connect Celebrus data to your existing analytics stack. Leverage instant data without disrupting your current workflows. Strategic Report Governance Financial Statements 17 Scan the QR code to discover more Spotlight on Celebrus Cloud Celebrus Cloud is the fully managed, enterprise-grade deployment of the Celebrus platform, designed to deliver real-time, first-party data collection and activation without the complexity of on-premise infrastructure. Hosted in the cloud, this solution enables organizations to harness Celebrus' advanced data capture capabilities with minimal IT overhead and maximum scalability. Built on secure, privacy-first architecture, Celebrus Cloud enables businesses to ingest and unify customer interactions across digital channels in milliseconds, powering real-time decisioning for marketing, fraud prevention, and compliance use cases. With automated updates, elastic scalability, and seamless integration with cloud-native environments and tools, Celebrus Cloud supports rapid deployment and agility, making it an ideal solution for brands to leverage precise, compliant customer intelligence without the infrastructure burden. ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 18 Business model To create better relationships between brands and consumers via better data Marketing Building better experiences and driving decisioning Key input and drivers of success A formal restructure to being "customer first" and becoming a sales organization. Investment in both expanding our market penetration via new logos while growing existing customer relationships year on year. Simplification of the Celebrus message and positioning to make us easy to understand and buy from. Investment in customer success to partner with Sales effectively. Diversification of our partner ecosystem to include solution integrators and strategic consulting firms. Launching new features and functionality for data activation, analysis, and artificial intelligence to make the Celebrus platform easier to use. Data fit for purpose for marketing, customer experience, fraud and risk Focus on quick wins and use cases for customers to see immediate value Solving for digital identity in a complex ecosystem creates value Continued innovation of the Celebrus platform Consumer profile management that starts from the first interaction and works across all channels and devices A single-tenant, private cloud-based infrastructure to give customers flexibility, scale and control Celebrus key values Integrity We're honest and straightforward, and we do our best to communicate clearly and effectively. We don't use vendor terminology to confuse customers, and we trust each other to deliver on our goals. When we make promises, or set goals, internally or externally, we deliver upon them and hold ourselves accountable. Customer-first mentality We put the customer first and go the extra mile for them. We live our mission to improve the relationships between brands and consumers via better data and we do that with our people, our technology, and our services. Innovation We don't rest. Complacency in the software space signals failure - and it's not just about our tech. It's about innovating everything we do, always questioning our processes, and looking for ways to improve in every facet of our business. Simplicity Simple and effective communication, with a focus on keeping things efficient both internally and externally. Meeting with purpose, explanations to customers that are easy to understand, messaging in the marketplace that anyone can follow, etc. Advertising Driving better targeting to drive higher converting campaigns Measure Providing better measurement for key concepts Fraud Protecting money whilst reducing reputational risk for our customers Data Eliminating wasted cycles by providing a structured data model Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 19 Why customers choose Celebrus Solutions for key challenges The industry continues to face challenges from all angles with regard to identity, cookie deprecation and compliance, among many others. Simple tasks such as using digital data across platforms prove to be a difficulty faced by brands who have reached a certain level of maturity and complexity in their use cases. Celebrus offers unique solutions backed by our software and IP to solve these gaps and challenges. Customer service Celebrus prides itself on going beyond to ensure we're meeting the needs of our customers around the globe. We welcome feedback and implement it to continually improve. We have invested into better process and communication with customers in the past year. This includes our creation of Customer Success, and also our rollout of surveys and QBRs. At a high level we have 3 different "Personas" that we'll come across within an organization and while attempting to identify an opportunity. Persona 1 We'll call this our target persona. These are people that ultimately have failed or have grown exhausted with existing tech. They know what they have can't deliver on their use cases, they know the pains, and they are ready for change. Persona 2 Innovation Celebrus includes customers and partners in the journey and provides ample opportunity to review product roadmaps and input via our Advisory Boards and Customer Portal. Celebrus continues to identify trends and work globally to ensure we're bringing the right features to market to sell to both new and existing customers. We are also exploring new initiatives, such as communities, to bring our customers together around the globe as part of our customer-first mentality. Trusted supplier The Celebrus pedigree of stability, security and continuous improvement brings best-in-class solutions to market that are battle tested and have proven value to some of the largest brands in the world. We'll call this the promising persona. These are the people who have an open mind. They know what they have might not be the best fit and they are very open to exploring options. The challenge with this persona lies in a situation where they are not decision-makers or can't influence a decision-maker. It can be a struggle when that happens. However, this persona presents an opportunity to convert them to our approach. Persona 3 We'll call this the "see you next year" persona. These are people who think they already have everything covered, or at least think they will with the tech they have. They are buying the new shiny object, perhaps a CDP, and we'll need to nurture them, give them some time to fail, stay front of mind, and check back to see how they are progressing. How Celebrus maximises value for shareholders Celebrus continues to transform the business to focus on growth, driving value for our shareholders. To maximise the value we return to shareholders, we focus on three things: 1 ARR growth Celebrus is focused on growing Annual Recurring Revenue by increasing the size of our customer base and adding to the functionality available and utilized by customers to connect with their end-customers. ARR is known to be a key driver of company and shareholder valuation. We continue to provide more visibility into this metric for shareholders. 2 Diversified, blue-chip customer base Celebrus' customer base comprises large, usually multinational organisations, which provides for a stable customer base. The expansion of the customer base over the last few years into verticals such as healthcare, retail, and leisure also provides the business with a degree of resilience and mitigates the risk of over-reliance on any one industry sector. 3 Customer satisfaction and retention Celebrus' churn rate is very low, typically less than 5% pa over the last few years. This is down to our focus on customer satisfaction which, coupled with our ongoing investment into new functionality, provides good upsell opportunities and ARR growth into our customer base. ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 20 Our strategy We improve the relationships between brands and consumers via better data Organizations struggle with subpar digital data and are unable to better know and understand their consumers. This problem plagues every single digital use case today across both Marketing and Fraud teams. Our goal is to continue to challenge these organizations to think differently about solving for those gaps and give Celebrus a chance to show them there is a better option in the market. Focus on Celebrus software revenues Be easy to buy from. Work with urgency and be energized to deliver on our mission statement. Sell based upon value delivered and cost savings provided. Create awareness for our software and make it easy to understand for brands. Align key partnerships based upon the ability to generate new logos and value stories in the field. Deliver an excellent customer experience Deliver a high-value and quality service for all customers. Create strong feedback loops with our most innovative customers. Align our roadmap with customer needs. Deepen relationships with existing customers and create Celebrus champions within our customer base. For more information on our risks see pages 46-48 For more information on our KPIs see pages 26-27 Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 21 Our strategy continued Create high-performing teams across the business Build a high-performance team culture across all disciplines. Develop our people and support them; set clear goals and objectives. Establish clear team missions and visions that tie into the global company mission, values, goals, and KPIs. Celebrate wins and award people for going above and beyond. ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 22 Strategy in action Expanding our opportunity $100m revenue lift: how data transformed an airlineʼs pricing A global airline sought to maximize revenue, with pricing as a pivotal driver. However, they faced significant challenges due to insufficient data and insights into the factors influencing price sensitivity across key customer segments. This gap hindered their ability to tailor pricing strategies effectively and capitalize on potential revenue opportunities. Solution To overcome this, the airline partnered with Celebrus to gain comprehensive visibility into customer behaviors and pricing dynamics. Celebrus enabled the airline to capture detailed online browsing and booking data, such as search patterns for fixed arrival dates and times, filtering behaviors like sorting by flight time, and information on class preferences, ancillary services viewed, and route selections. By analyzing flight booking sessions, Celebrus provided actionable insights, including scenarios where customers chose premium fares over lower-cost options. Even when bookings werenʼt completed, Celebrus tracked and compiled detailed data across entire user visits. This enriched data set was seamlessly integrated with offline customer profiles and historical booking information, creating a unified and holistic view of customer behavior. With over 100 events and 500 attributes delivered in live time, Celebrus empowered the airline to enhance its pricing models by pinpointing critical behaviors driving price sensitivity. Results Personalized pricing: Optimized pricing strategies tailored to individual booking behaviors Revenue growth increases revenue per customer by aligning offers with customer preferences Improved capacity utilization: Enhanced flight capacity management, resulting in higher overall efficiency Celebrus transformed the airlineʼs pricing approach, enabling data-driven decisions that directly impacted both customer satisfaction and profitability. $ 100 m $ 10 m Annual revenue per $1 fare increase Incremental revenue generated Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 23 Strategy in action continued Live-time bot defense: how celebrus blocked 5,000+ fraudulent quotes A European insurer discovered a pressing challenge: combating competitor espionage in the form of bot-driven fraud. The insurer identified abnormal spikes in online quote activity, with thousands of extra quotes being generated at specific times. Investigating further, they uncovered that a competitor was leveraging a bot to exploit their online quoting system, stealing pricing information to gain an unfair advantage. Challenges This competitor bot fraud posed a significant threat to the insurerʼs proprietary data and bottom line, highlighting the need for a robust solution capable of detecting and blocking fraudulent activity in live time. Solution The insurer turned to Celebrus, already a trusted partner for their marketing data capture and activation needs, to address this new challenge. Deploying Celebrus, they leveraged the platform's ability to capture individual-level quote data, including IP addresses, browser details, and form inputs. This detailed insight enabled the insurer to pinpoint anomalies in quote requests. Using Celebrus' data analysis capabilities, they Results By leveraging Celebrus, the insurer successfully mitigated competitor espionage and fortified their fraud prevention measures. Celebrus delivered actionable insights and true live-time capabilities, resulting in measurable outcomes: identified a single IP address generating thousands of quotes in a single day. Further investigation revealed the IP address belonged to a competitor attempting to steal pricing data through automated bots. Celebrus empowered the insurer to take immediate action. By configuring rules within the platform, the insurer was able to: Block the competitor's IP address in live time, preventing further data theft. Implement countermeasures to provide false pricing information, effectively confusing the competitor and protecting proprietary data. Enhanced fraud prevention strategies Thousands of bot-driven quote sessions blocked in a single day Safeguarding the insurerʼs data and brand reputation 5 % increase in overall conversion rates Strategic Report Governance Financial Statements 24 Celebrus helps insurance scale with smarter ads For over ten years, the company has focused on collecting customer interaction data to improve its service offerings and optimize online advertising budgets to drive sales. Digital analysts at the insurer use Celebrus to capture data on every website interaction, which is then compiled into individual visitor profiles. Challenges Web analysts face the challenge of extracting meaningful insights from vast amounts of data. While collecting large quantities of online data through tagging systems and web analytics tools is essential, itʼs not enough. These forward-thinking analysts understand that the real value lies in progressively analyzing an individualʼs online interactions. For example, detailed customer digital behavior data is crucial for attribution modeling to track customer journeys over time. Without this insight, the company could only build attribution models based on last-click data - an unreliable method for marketers to determine how to allocate advertising spend. Most web analytics tools are not designed to capture the complete history of an individualʼs online behavior and interactions. However, the companyʼs digital analysts believed a more accurate model could be created to optimize advertising spend. Solution Celebrus enables the company to collect highly detailed, granular, and accurate data from the entire online customer journey, enhancing its understanding of how customers convert, where they started, and what they did in-between. The large insurance group sought deeper insights into the performance of their online advertising campaigns, particularly how individual elements within a campaign could impact overall success. While they had previously relied on last-click modeling, it lacked the depth of meaningful data they needed. Celebrus provided a wealth of unparalleled data, offering the first-ever visibility into detailed, individual-level interactions. The next challenge was to analyze this data effectively and derive actionable insights. Acknowledging the complexity of web data analysis, the team established clear parameters to guide their focus. They strategically decided to prioritize online advertising as the initial step, creating and refining their model before expanding it to include offline advertising. Celebrus Technologies plc Annual Report and Accounts 2025 Strategy in action continued Celebrus provides an ability to combine customer journey history across all website visits; this provides a detailed context and uncovers far more data about the customer and the route they chose to conversion." Leading insurance group Celebrus Technologies plc Annual Report and Accounts 2025 Strategy in action continued Strategic Report Governance Financial Statements 25 Goals Establish a successful model for online advertising, then expand to offline. Celebrus enables the company to do a lot more than just basic web analytics, providing a greater depth of insight to a variety of wider channels. It also allows them to drill down into the data they are collecting to the most finite of degrees and understand exactly how their marketing is performing. Improve clarity and accuracy on impact of advertising spend. The company began developing a campaign attribution model with an aim to provide accurate analysis to show which methods and advertisements added the most value to an individual campaign, and to the sales effort overall. As one digital analyst explains, "Online advertising is an important part of our marketing budget and previously it had been really difficult to prove an ROI for it. Using the data gathered from Celebrus and processing it via our campaign attribution model, we are now gaining insights into which online media or tactics are performing better than others." They can also identify any problems and rectify Results The depth of data and analytics is already providing the insurance group with a significant competitive advantage. With complete ownership of the data collected on their website, the team can thoroughly analyze it and leverage the rich, granular insights it offers. Using the standard web analytics solutions, they had previously reached the conclusion that it wasnʼt money well spent. But with the insights provided by the Celebrus data and their campaign attribution model, the company was able to validate that online banner ads actually worked very well. Conversions from this source were very high, they just took a long time to attain. 10 % 5 % them sooner. Most importantly, they can accurately assess how each customer visit influences the purchase decision, allowing them to better allocate advertising spend. reduction in advertising spend increase in overall conversion rates ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 26 Key performance indicators Measuring our performance Financial Software Revenues Annual Recurring Revenues Adjusted diluted EPS 18.24 16.5 18.8 27.7 30.3 FY25 FY25 FY25 9.54 FY24 $ 30.3 m FY24 $ 18.8 m FY24 18.24 c 13.39 16.4 23.6 FY23 FY23 FY23 Software Revenues exclude third-party product revenues. This is a KPI because it reflects the work we are doing, and the monies received over a period of time for that work. It is driven by new sales, renewals and upsell/cross-sell to existing customers and includes licenses, hosting, support and maintenance, as well as one-off project work. Performance in 2025 + 9.4 % ARR is an important metric as it is an indicator of valuation of software companies. Investors value the certainty of knowing that there is revenue which will recur year after year from customers who derive benefit from Celebrus' products. The definition of ARR was amended during the year as described on pages 44-45. Performance in 2025 + 13.9 % Adjusted diluted EPS is driven from the adjusted profit after tax figure and indicates the adjusted profit per share to provide a like-for-like calculation of value creation per share per year. Performance in 2025 + 36 % Link to strategy Link to strategy Link to strategy Link to remuneration Growth in Software Revenues is directly linked to growth in ARR which is a requirement for payment of annual bonus and LTIP vesting. Link to remuneration Payment of annual bonus and vesting of LTIP awards is only made on achieving a target growth in ARR. Link to remuneration Annual bonus is payable only on achieving a target level of adjusted profit before tax, which is a key driver of adjusted diluted EPS. Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 27 Key performance indicators continued Strategy Selling software Expand Celebrus Cloud Annual Recurring Revenues Scale and efficiency Culture Dividend FY25 FY24 FY23 3.27 3.15 3.03 3.27 p The dividend is a key metric, as many shareholders value the cash payment to them. This metric is one that is considered extensively by the Board and balanced against the need to invest surplus cash into growing the business. Performance in 2025 + 3.8 % Link to strategy Adjusted profit before tax FY25 FY24 FY23 8.7 7.6 $ 8.7 m 4.7 Adjusted profit before tax is a key indicator because it approximates to the cash generation of the ongoing operations. It is calculated before amortization of intangibles, restructuring costs, acquisition costs, foreign exchange gains/losses, and share-based payment charges. See note 6 on page 91 for a reconciliation of adjusted profit before tax. Performance in 2025 + 14 % Link to strategy Link to remuneration Annual bonus is payable only on achieving a target level of adjusted profit before tax. Cash FY25 FY24 FY23 31.5 38.8 $ 31.5 m 21.2 Cash is a key metric as it provides assurance on our ability to invest to grow the business as well as to make dividend payments to shareholders. It also provides comfort to customers from a vendor risk perspective. The cash will be used for growth, either organic or by acquisition. Performance in 2025 -19 % Link to strategy ‌Celebrus Technologies plc Annual Report and Accounts 2025 Strategic Report Governance Financial Statements 28 Chief Technology Officer's Report Continued development to maintain a market-leading position This year, our … team delivered Celebrus is strongly positioned for the future - delivering intelligent, compliant, and scalable data solutions that power deeper customer engagement and sustained competitive advantage. substantial efficiency gains by optimizing infrastructure usage and cost … These improvements not only reduce operational spend but also unlock future scalability and sustainability." Ant Phillips Chief Technology Officer Celebrus v10 The standout achievement this year was the release of Celebrus v10, a major platform upgrade that sets the stage for the next wave of innovation. Major releases like this are rare, and critically they allow us to re-architect for the future while delivering immediate value. One of the most impactful additions in v10 is the introduction of Metabase self-service analytics. This capability empowers business users to independently access, analyze, and visualize Celebrus data, dramatically accelerating insight generation and decision-making. It's a game-changer for brands seeking to maximize value from Celebrus - combining the platform's market-leading behavioral data with an enterprise-grade analytics experience tailored to Data Analysts and Marketers alike. Breakthroughs in mobile data capture Celebrus v10 also delivers a breakthrough in mobile data capture, addressing two of the most widely adopted and complex mobile frameworks in the world today: Jetpack Compose and SwiftUI. As of 2024, over 40% of the top 1,000 Android apps use Jetpack Compose, while SwiftUI adoption continues to climb steadily among iOS developers. Capturing granular behavioral data from these modern UI toolkits has been a significant industry challenge. Our Product Development team engineered a robust solution, validated it through a successful beta program with early adopters, and made it generally available in v10. The result for brands: faster instrumentation, reduced developer overhead, and a deeper understanding of app users across platforms.

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