System1 Group PlcLSE: SYS1

2025/26| System1 Group Capital Markets Day – Presentation

Oct 23, 2025 at 10:59 AM UTC · Issued by System1 Group Plc

Watch System1 explain itSYSTEM1 GROUP PLC (SYS1) — Final Results · Replay · Jul 8

Capital Markets Day

22 October 2025

Agenda

Trading s Outlook

James Gregory

Chief Executive Officer

Chris Willford

Chief Financial Officer

AI and System1

Rebecca Hatherall

Chief Strategy Officer

Advertising

Jon Evans

Chief Customer Officer

Innovation

Tristan Findlay

Innovation Managing Director

QsA

We help the world's largest brands make

confident creative decisions

that lead to transformational business results

Source | Clayton Christensen, Harvard Business School

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 confident that my advertising will drive growth?

Innovation

How can I be confident that my idea will be a commercial success?

The world's most predictive ad effectiveness platform and competitiveness database

Predict the commercial potential of your innovation

Impact on Brand

How can I measure the impact of my marketing activity on my brand health C predict further growth?

The World's most agile C predictive brand health framework

We remain confident in our investment choices

alongside our strategic goals

World's Largest

Brands

Winning in America

Innovation (Idea Testing)

Trading & Outlook

James Gregory C Chris Willford

Trading Update Highlights

Total H1 Revenue £17.1m (-7%)

Platform Revenue £1G.2m (-3%)

US platform revenue £G.0m (+3%)

Innovation platform revenue £1.5m (+107%)

New platform revenue Record £3.4m

Q3 to date trading in line with guidance

H1 GP margin 87% (in line with H1 FY25)

H1 period end cash £10.8m

H1 adjusted PBT range £0.2-£0.3m

H1 Progress despite macro headwinds

Going well in H1

Challenges in H1

Innovation revenue +2G% vs. H1FY25

(platform +107%)

USA momentum +3%, +8% USD

(platform +13% in USD)

APAC momentum +11%

(+16% at constant exchange)

New platform revenue +G% on record H1 FY25

Ad testing budget reductions with major clients

Impact of tariff wars on client confidence and pre-

testing budgets in Continental Europe

Impact of minimum wage and ERNI on retail and

hospitality clients' discretionary budgets in UK

Retention of largest

clients

No losses in FY2G

FX -2% total revenue impact, most notably USD,

Cash at end H1 £10.8m AUD, BRL

September reduction in profit guidance due mainly to

additional investment and flat YoY revenue

~3.5-4.0

The 3 big topics to address today

What does AI mean for System1?

Is there still growth in the Advertising business?

How is the Innovation relaunch going?

AI and System1

Rebecca Hatherall

AI is supercharging

the marketing and market research industries with more and faster content

50% 30% Huge increase

in quantity of assets being created for both advertising and innovation

of marketers are using AI to help with the brainstorming and creation of assets

Huge decrease

in the speed and cost of the cycle from asset creation to launch - with testing cycles to shrink to fit this

Reduction in content creation time

But predictiveness is paramount

Shit delivered at the speed of light is still shit.

David Ogilvy

While practices may change,

human principles remain the same

1.0

0.64

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 emotion in a data-driven world.

Which is why our Advertising and Innovation databases of

millions of human emotion data points is key

123,340 ads

18.5 million human responses*

GG,210 ideas

3.1 million human responses*

*each human provides multiple emotional data points within their response per ad and idea

So, what does this mean for S1 …

AI in combination with humans is the winning formula

Human experience makes

up dataset for benchmark

AI can then mine that to surface insight

AI for quick pointers and application of best practice

Human expertise delivers highly tailored improvement (AI can help scale this bit too)

Launch& Review

Improve

Asset Creation

Validate

AI for first drafts,

humans to review

AI trained on human emotion

can deliver broad results

Human responses give detailed diagnostics

So, what does this mean for S1 …

AI in combination with humans is the winning formula

TYA post-launch

benchmarking

TYI Partnerships

in exploration

Launch& Review

Asset Creation

TYA & TYI

instant insight

Improve

Validate

TYA instant (AI) prediction coming early 2026

TYI instant (AI) prediction in development

Advertising

Jon Evans

Advertising

Delivering Joy - an Amazon example

HUMAN BEHAVIOUR ALL MEDIA AI ENHANCED

Foundations of System1 thinking & thought leadership don't change

5 years ago we changed the game of Ad testing to predictive, fast C intuitive

We created the only platform that tests everything to create real benchmarks

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%

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 +G8% Webinar Attendees +335% Linkedin +137% US Spontaneous Awareness +100%

Resulting in 500+ customers & £30m revenue in just 5 years

FY25

FY24

FY23

Revenue £ms

FY22

FY21

533

3G1

251

220

No. Customers

TYA Data + Data-Led Consultancy