Director/PDMR Shareholding
12 June 2026
XP Factory plc (AIM: XPF)
("XP Factory" or the "Company")
Director/PDMR Shareholding - The XP Factory plc Share Incentive Plan (the "SIP")
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 12 June 2026, XP Factory received notification from MUFG Group, the trustee of the SIP, that, on 11 June 2026, it purchased an aggregate of 4,108 Partnership Shares in the market at a price of 18.25 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 11 June 2026
Number of Matching Shares acquired under the SIP on 11 June 2026
Total beneficial holding of Ordinary Shares following these acquisitions
No. of Ordinary Shares
Approximate % of Company's issued share capital
Richard Harpham
822
822
988,334
0.56%
Andrew Jacobs
822
822
1,386,517
0.79%
Sarah Lloyd-Baker
822
822
218,615
0.12%
Joanne Briscoe Brown
821
821
92,348
0.05%
Dominic Richards
821
821
65,404
0.04%
The following notifications are intended to satisfy the Company's obligations under Article 19(3) of EU Regulation No 596/2014 (the Market Abuse Regulation).
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
3
Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)
Name
XP Factory plc
b)
LEI
213800CMIYV5Q38P2487
4
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.18
822
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 2026
f)
Place of the transaction
London Stock Exchange
5
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.00
822
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 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
3
Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)
Name
XP Factory plc
b)
LEI
213800CMIYV5Q38P2487
4
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.18
822
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 2026
f)
Place of the transaction
London Stock Exchange
5
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.00
822
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 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
3
Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)
Name
XP Factory plc
b)
LEI
213800CMIYV5Q38P2487
4
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.18
822
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 2026
f)
Place of the transaction
London Stock Exchange
5
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.00
822
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 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
3
Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)
Name
XP Factory plc
b)
LEI
213800CMIYV5Q38P2487
4
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.18
821
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 2026
f)
Place of the transaction
London Stock Exchange
5
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.00
821
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 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
3
Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)
Name
XP Factory plc
b)
LEI
213800CMIYV5Q38P2487
4
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.18
821
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 2026
f)
Place of the transaction
London Stock Exchange
5
Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
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)
Price(s)
Volume(s)
£0.00
821
d)
Aggregated information
- Aggregated volume
- Price
Not applicable
e)
Date of the transaction
11 June 2026
Enquiries:
XP Factory Plc
Richard Harpham (Chief Executive Officer)
+44 (0) 20 7846 3322
Panmure Liberum (Broker, NOMAD and Financial Adviser)
Ed Thomas
Chris Clarke
Satbir Kler
Izzy Trow
+44 (0) 20 3100 2000
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