Business
System1 : 2025/26| System1 Group Capital Markets Day – Presentation
System1 : 2025/26| System1 Group Capital Markets Day –
About this update from System1 Group Plc
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 © System1 Group PLC 4 We focus on the twin engines of marketing growth - Advertising and Innovation -to grow our customers' long-term brand and short-term sales Advertising H ow 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 © System1 Group PLC 5 We remain confident in our investment choices alongside our strategic goals World's Largest Brands Winning in America Innovation (Idea Testing) © System1 Group PLC 6 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 © System1 Group PLC 8 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 © System1 Group PLC 9 September reduction in profit guidance due mainly to additional investment and flat YoY revenue ~3.5-4.0 © System1 Group PLC 10 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? © System1 Group PLC 11 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 71 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. © System1 Group PLC 15 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 © System1 Group PLC 16 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 © System1 Group PLC 17 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 powered by database Improve Validate TYA instant (AI) prediction coming early 2026 TYI instant (AI) prediction in development © System1 Group PLC 18 Advertising Jon Evans Advertising Delivering Joy - an Amazon example HUMAN BEHAVIOUR ALL MEDIA AI ENHANCED © System1 Group PLC 25 Foundations of System1 thinking & thought leadership don't change 5 years ago we changed the game of Ad testing to predictive, fast C intuitive © System1 Group PLC 27 We created the only platform that tests everything to create real benchmarks We built our channel thought leadership and product in tandem © System1 Group PLC 28 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% © System1 Group PLC 29 © System1 Group PLC 33 Resulting in 500+ customers & £30m revenue in just 5 years © System1 Group PLC 34 FY25 FY24 FY23 Revenue £ms FY22 FY21 0 5 10 15 20 25 533 3G1 251 220 81 No. Customers 30 TYA Data + Data-Led Consultancy