As previously announced on 5 February 2021, the SIP is a tax-advantaged all-employee share scheme under which eligible participating employees of XP Factory can elect to purchase ordinary shares of 1.25p each in the Company ("Ordinary Shares") via the SIP trustee using monthly salary deductions. Ordinary Shares acquired in this manner are referred to as "Partnership Shares" and, for each Partnership Share purchased, participants are awarded one further Ordinary Share, known as a "Matching Share", at nil cost.
On 14 July 2026, XP Factory received notification from MUFG Group, the trustee of the SIP, that, on 13 July 2026, it purchased an aggregate of 4,012 Partnership Shares in the market at a price of 18.70 pence per share on behalf of those Directors / PDMRs set out in the table below. At the same time, these individuals were also awarded (for no consideration) their corresponding Matching Shares.
| Director / PDMR | | Number of Partnership Shares acquired under the SIP on 13 July 2026 | Number of Matching Shares acquired under the SIP on 13 July 2026 | Total beneficial holding of Ordinary Shares following these acquisitions |
| No. of Ordinary Shares | | | | Approximate % of Company's issued share capital |
| Richard Harpham | 802 | 802 | 989,938 | 0.56% |
| Andrew Jacobs | 802 | 802 | 1,388,121 | 0.79% |
| Sarah Lloyd-Baker | 802 | 802 | 220,219 | 0.12% |
| Joanne Briscoe Brown | 803 | 803 | 93,954 | 0.05% |
| Dominic Richards | 803 | 803 | 67,010 | 0.04% |
| | | 1 | Details of the person discharging managerial responsibilities/person closely associated |
| a) | | | Name | Richard Harpham |
| | | 2 | Reason for the notification |
| a) | | | Position/status | Director, Chief Executive Officer |
| b) | | | Initial notification/ Amendment | Initial Notification |
| a) | | | Name | XP Factory plc |
| b) | | | LEI | 213800CMIYV5Q38P2487 |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| | | 1 | Details of the person discharging managerial responsibilities/person closely associated |
| a) | | | Name | Andrew Jacobs |
| | | 2 | Reason for the notification |
| a) | | | Position/status | PDMR, Chief Operating Officer |
| b) | | | Initial notification/ Amendment | Initial Notification |
| a) | | | Name | XP Factory plc |
| b) | | | LEI | 213800CMIYV5Q38P2487 |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| | | 1 | Details of the person discharging managerial responsibilities/person closely associated |
| a) | | | Name | Sarah Lloyd-Baker |
| | | 2 | Reason for the notification |
| a) | | | Position/status | PDMR, Chief Marketing and Content Officer |
| b) | | | Initial notification/ Amendment | Initial Notification |
| a) | | | Name | XP Factory plc |
| b) | | | LEI | 213800CMIYV5Q38P2487 |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| | | 1 | Details of the person discharging managerial responsibilities/person closely associated |
| a) | | | Name | Joanne Briscoe Brown |
| | | 2 | Reason for the notification |
| a) | | | Position/status | PDMR, Chief Legal and People Officer, Company Secretary |
| b) | | | Initial notification/ Amendment | Initial Notification |
| a) | | | Name | XP Factory plc |
| b) | | | LEI | 213800CMIYV5Q38P2487 |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| | | 1 | Details of the person discharging managerial responsibilities/person closely associated |
| a) | | | Name | Dominic Richards |
| | | 2 | Reason for the notification |
| a) | | | Position/status | PDMR, Strategy and Corporate Finance Director |
| b) | | | Initial notification/ Amendment | Initial Notification |
| a) | | | Name | XP Factory plc |
| b) | | | LEI | 213800CMIYV5Q38P2487 |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |
| f) | | | Place of the transaction | London Stock Exchange |
| a) | | | Description of the financial instrument, type of instrument | Ordinary shares of 1.25 pence (" Shares ") |
| Identification code | | | | GB00BDB79J29 |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information - Aggregated volume - Price | Not applicable |
| e) | | | Date of the transaction | 13 July 2026 |