Appointment of Halfspace Co-Founder as Company CEO

24 September 2025

Pri0r1ty Intelligence Group PLC

("Pri0r1ty" or the "Company")

Appointment of Halfspace Co-Founder as Company CEO

Pri0r1ty Intelligence Group PLC (AIM: PR1, OTC: PRIAF), the AI, data and marketing services group, is pleased to announce the appointment today of Rory Maxwell as Chief Executive Officer.

Rory was appointed as an executive director of the Company on 3 July 2025, following Pri0r1ty's acquisition of Halfspace Limited ("Halfspace"), a London-based sports data and marketing business which he co-founded.

Rory's career encompasses international marketing roles with IMG Media, agency giant WPP (with global roles at MediaCom and GroupM), and Oakwell Sports Advisory. He has worked in a commercial capacity across many premium top tier international sports rights holders, and with some of the largest brands, advertisers, and digital media companies on an international basis. Rory established Halfspace with his co-founders Sanjit Atwal and Stephen Schindler in 2018 and, as CEO, has led its growth to become an award-winning data technology and marketing services business consistently growing revenues and delivering groundbreaking data driven solutions for clients including many of the largest sports rights holders, digital media and scale-up technology businesses in the UK and globally.

Rory succeeds James Sheehan, who has stepped down as Chief Executive Officer and as a director of the Company at the same time.

As the Company focuses on accelerating its product roadmap across the group, and driving client growth in the core sectors, the Board is expanding its operational expertise at the executive level that will underpin the focus of the Company's future growth. Accordingly, alongside the appointment of Rory as CEO, it is the intention of the Board to appoint, subject to customary nominated adviser due diligence, Daniel Gee as a director of the Company in the role of Chief Technology Officer. Daniel is an Executive Director of wholly owned subsidiary Pri0r1ty Ai Ltd and a co-founder of Pri0r1ty Intelligence Group. Daniel brings a wealth of experience in scaling revenue generating technology as a full stack developer, advisory board member and C-suite executive across DeFi, FinTech and RegTech since 2018.

Marcus Yeoman, Chairman of Pri0r1ty, commented:

"The Company, enlarged by the acquisition of Halfspace this year, is implementing new product and revenue operations that naturally suit Rory Maxwell and his considerable commercial experience. We also look forward to Daniel Gee joining the Board in due course to help drive the enlarged business' product roadmap in which he already plays such a central role.

On behalf of the Board, I would like to thank James Sheehan for his valuable contribution to the business, in particular for his key role in delivering the Company's listing on the London Stock Exchange AIM Market at the end of last year, which created a platform to launch our AI products to a wider customer base and execute what we believe will turn out to be a successful acquisition of Halfspace."

Rory Maxwell, CEO of Pri0r1ty, commented:

"I am extremely excited to lead this very talented team across the enlarged Pri0r1ty and Halfspace business as we implement a product roadmap supported by dedicated sales and client focused functions that will bring best-in class AI and data management solutions to existing and future clients."

For further information, please contact:

Pri0r1ty Intelligence Group PLC

Rory Maxwell, Chief Executive Officer

Email: [email protected]

Tel: +44 (0)20 8064 3554

Nominated Adviser

Beaumont Cornish Limited

James Biddle / Roland Cornish

Email: [email protected]

Tel: +44 (0)20 7628 3396

Joint Broker

Allenby Capital Limited

Kelly Gardiner / Jeremy Porter / Piers Shimwell

Tel: +44 (0)20 3328 5656

Joint Broker

Oak Securities

Hugh Rich / Mungo Sheehan

Tel: +44 (0) 20 3973 3678

Investor Relations

Vigo Consulting

Ben Simons / Amelia Thorn

Email: [email protected]

Tel: +44 (0)20 7390 0230

About Pri0r1ty Intelligence Group PLC

Pri0r1ty Intelligence Group (AIM: PR1, OTC: PRIAF) is a data, AI, and marketing services group, with integrated digital asset payment options and treasury. Our mission is to unlock engagement at scale for customer-centric organisations through a suite of tools that are uniquely trained on the client's data. We operate three revenue-generating divisions:

Halfspace - a multi award winning data-led marketing and growth solutions business focused on the sports sector, whose customers have included Premier League football clubs, motorsports teams, sports leagues, national governing bodies, sporting federations, digital media businesses, and direct-to-consumer platforms.

Pri0r1ty - an AI Software-as-a-Service (SaaS) platform which enables SMEs to streamline operations. Pri0r1ty also offers AI consultancy services, and Pr1Bit, an AI-powered Bitcoin and major cryptocurrencies integration solution.

Metr1c - a brand partnerships and growth solutions agency for the entertainment sector which uses AI and data to grow revenues and engagement with fans. Metr1c's customers have included The Brits and Sony, Celtic FC, Scottish Golf and Favela Cerveja.

If you would like to explore how Pri0r1ty can help drive time and cost efficiency for your business, please contact [email protected].

Website: https://www.pri0r1ty.com LinkedIn: https://www.linkedin.com/company/pri0r1ty-ai-plc/ X: https://x.com/WearePri0r1ty

This announcement contains inside information for the purposes of Article 7 of the Market Abuse Regulation (EU) No. 596/2014, as it forms part of UK Domestic Law by virtue of the European Union (Withdrawal) Act 2018. Upon the publication of this announcement, this inside information is now considered to be in the public domain.

Nominated Adviser Statement

Beaumont Cornish Limited ("Beaumont Cornish"), is the Company's Nominated Adviser and is authorised and regulated in the United Kingdom by the Financial Conduct Authority. Beaumont Cornish's responsibilities as the Company's Nominated Adviser, including a responsibility to advise and guide the Company on its responsibilities under the AIM Rules for Companies and AIM Rules for Nominated Advisers, are owed solely to the London Stock Exchange. Beaumont Cornish is not acting for and will not be responsible to any other person for providing the protections afforded to customers of Beaumont Cornish nor for advising them in relation to the transaction and arrangements described in the announcement or any matter referred to in it.

Important Notice:

Pri0r1ty Intelligence Group PLC (the Company) will hold a proportion of its treasury reserves and surplus cash in Bitcoin. Bitcoin is a type of cryptocurrency or cryptoasset. Whilst the Board of Directors of the Company considers holding Bitcoin to be in the best interests of the Company, the Board remains aware that the FCA considers investment in Bitcoin to be high risk. At the outset, it is important to note that an investment in the Company is not an investment in Bitcoin, either directly or by proxy. However, the Board of Directors of the Company consider Bitcoin to be an appropriate store of value and growth for the Company's reserves and, accordingly, the Company is materially exposed to Bitcoin.

The Company is neither authorised nor regulated by the FCA. And cryptocurrencies (such as Bitcoin) are unregulated in the UK. The value of Bitcoin can go down as well as up, and therefore the value of the Company's Bitcoin holdings can fluctuate. The Company may not be able to realise its Bitcoin exposure for the same as it paid in the first place or even for the value the Company ascribes to its Bitcoin positions due to these market movements.

Nevertheless, the Board of Directors of the Company has taken the decision to invest in Bitcoin, and in doing so is mindful of the special risks Bitcoin presents to the Company's financial position. These risks include (but are not limited to): (i) the value of Bitcoin can be highly volatile, with value dropping as quickly as it can rise. Investors in Bitcoin must be prepared to lose all money invested in Bitcoin; (ii) the Bitcoin market is largely unregulated. There is a risk of losing money due to risks such as cyber-attacks, financial crime and counterparty failure; (iii) the Company may not be able to sell its Bitcoin at will. The ability to sell Bitcoin depends on various factors, including the supply and demand in the market at the relevant time. Operational failings such as technology outages, cyber-attacks and comingling of funds could cause unwanted delay; and (iv) cryptoassets are characterised in some quarters by high degrees of fraud, money laundering and financial crime. In addition, there is a perception in some quarters that cyber-attacks are prominent which can lead to theft of holdings or ransom demands. The Board of Directors of the Company does not subscribe to such a negative view, especially in relation to Bitcoin. However, prospective investors in the Company are encouraged to do your own research before investing.