| Director / PDMR | | Number of Partnership Shares acquired under the SIP on 12 October 2026 | Number of Matching Shares acquired under the SIP on 12 October 2026 | Total beneficial holding of Ordinary Shares following these acquisitions |
| No. of Ordinary Shares | | | | Approximate % of Company’s issued share capital |
| Richard Harpham | 1,000 | 1,000 | 995,064 | 0.57% |
| Andrew Jacobs | 1,000 | 1,000 | 1,393,247 | 0.79% |
| Sarah Lloyd-Baker | 1,000 | 1,000 | 225,345 | 0.13% |
| Joanne Briscoe Brown | 1,000 | 1,000 | 99,078 | 0.06% |
| Dominic Richards | 1,001 | 1,001 | 72,136 | 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 |
| b) | | | Nature of the transaction | Shares purchased under the “Partnership Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares awarded under the “Matching Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares purchased under the “Partnership Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares awarded under the “Matching Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares purchased under the “Partnership Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares awarded under the “Matching Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares purchased under the “Partnership Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares awarded under the “Matching Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares purchased under the “Partnership Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 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 |
| b) | | | Nature of the transaction | Shares awarded under the “Matching Share” element of the Company’s all-employee Share Incentive Plan. |
| c) | | | Price(s) and volume(s) | |
| d) | | | Aggregated information — Aggregated volume — Price | Not applicable |
| e) | | | Date of the transaction | 12 October 2026 |