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1 Board report June 2025

Contents 2 Reminder: Our business CEO report Actions from the last meeting Group Financials Business performance • UK weight care • UK other categories • AU weight care • AU other categories • DE weight care • DE other categories • Denmark People update Operations and supply chain update Clinical update Product and tec Full source text is available to the Ask pack query service.

Reminder 3 No te: We are in the progress o f translating the company sco recard into a strategic scorecard which lines up with the pillars and individual performance objectives Our strategy on a page

CEO Report (1/2) 4 In May, group revenues grew 10% month-on-month to £11.2m, +6% ahead of target. The weight care category grew 9% versus April, of which the UK grew double digits while all other markets declined for the second month in a row. Germany (-5%) was due to the continued impact of Google ad disapprovals i Full source text is available to the Ask pack query service.

CEO Report (2/2) 5 1. Building trust through personalised care: Building trust with our patients, people, as well as external stakeholders is the first pillar of our strategy. Our UK Trust pilot rating is 4.7 and we now have more than 17,000 5-star reviews in the UK (+2,000 since April). In Australia, however, the F Full source text is available to the Ask pack query service.

Actions 6 Agenda item Decisions / actions from last meeting Forge update ● Team (EP to lead) to do a detailed Australia launch retro, forcing the full team to go through a detailed learning process while it is fresh in the minds ● SC to introduce SM to the CEO of Appointedd Board pack review and other items ● MH t Full source text is available to the Ask pack query service.

Summary Group financials (Michael) Key Performance Indicators Outlook Cash and balance sheet 7 Group Result Target Trend MoM vs LY Adj Revenue (£k) 11,201 10,573 10% ↑ 179% ↑ Adj. Gross Margin 37% 39% 2ppt ↓ 11ppt ↓ Contribution (£k) 1,321 1,428 9% ↑ 168% ↑ Contribution Margin 12% 14% - - - - Adj. EBITDA (£k) 295 3 Full source text is available to the Ask pack query service.

8 Summary P&L Group financials (Michael)

9 Cash, conversion Balance sheet Group financials (Michael)

10 Supplementary Materials - LTV -350 -300 -250 -200 -150 -100 -50 - 50 100 150 200 1 2 3 4 5 6 7 8 9 10 11 12 £ Month Monthly unit profit - Mounjaro Revenue Product cost Acquisition cost P&P Cost to serve Cumulative net profit -80 -60 -40 -20 - 20 40 60 80 100 120 140 1 2 3 4 5 6 7 8 9 10 11 12 £ Month Cu Full source text is available to the Ask pack query service.

2,437.0 1,819.8 May-25 L12M Adj. Jun-25 Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 Adj. May-25 £k - 500.0 1,000.0 1,500.0 2,000.0 2,500.0 3,000.0 3,500.0 4,000.0 May-25 Marketing Spend Adjustment 11 Supplementary Materials Proposed Marketing Adjustment • The above demonstrates the Full source text is available to the Ask pack query service.

UK – weight care (Scott) 12 Key Performance Indicators Key wins for the month Summary • Growth efficiency, Paid Search: purchases +11% & CPA steady (£134 vs £133) though slowed mid-May as MedExpress re-entered; now re-optimising bids & running CRO tests • Channel mix diversification, refer-a-friend: orders +70% MoM ( Full source text is available to the Ask pack query service.

UK – other categories (Scott) 13 Key Performance Indicators Key wins for the month Summary • US-based Hims & Hers has acquired UK and EU-focused provider ZAVA, signalling increased competition in the digital healthcare space as Hims expands into Europe • The rise in influencer-led promotions of POMs on social med Full source text is available to the Ask pack query service.

AU – weight care (Tyson) 14 Key Performance Indicators Key wins for the month Summary Learnings and blockers External landscape Apr 25 May 25 MoM Target / fcst Adj. Revenue (£k) 382 250 -34% 490 Total sessions (k) 60.81 64.61 +6.2 64.61 % organic sessions 51 49 -3.9 49 Funnel conversion (%) 8.4 6 -28.5 6 Total order Full source text is available to the Ask pack query service.

AU – other categories (Tyson) 15 Key Performance Indicators Key wins for the month Summary Learnings and blockers External landscape Apr 25 May 25 MoM Target / fcst Adj. Revenue (£k) 179 101 -43% 308 Total sessions (k) 60.81 64.61 +6.2 % organic sessions 51 49 -3.9 Funnel conversion (%) 8.4 6 -28.5 Total orders 3953 Full source text is available to the Ask pack query service.

DE – weight care (Annick) 16 Key Performance Indicators Key wins for the month • Ozempic and Saxenda live. Ozempic launch so far more successful than Wegovy launch in Nov23 in terms of order volume. • Ozempic PPC campaign successful: Lowest CPA across all GLP -1 campaigns (ca. 120USD), highest ROAS (160%). • GLP Full source text is available to the Ask pack query service.

DE – other categories (Annick) 17 Key Performance Indicators Key wins for the month • PPC: Ads back and new patient rate back to pre-ad issues. • Sales: 3rd highest order volume to date despite 7 days of no ads. • Rx-only Service live, no impact on CSAT scores and good uptake (59 sent in first 20 days). Summar Full source text is available to the Ask pack query service.

Denmark (Ed) 18 Key Performance Indicators Key wins for the month Summary Apr 25 May 25 MoM May target Adj. Revenue (£ k) 3.0 2.9 -2% >3 Total sessions (000s) 2.3 1.5 -34% >2.3k Gross orders 11 12 +9% >11 Shipped orders 10 11 +10% >10 New patients (%)2 46% 33% -13%pt 50% Conversion (%) 0.5 0.8 +0.3%pt >0.5 CSAT TBC Full source text is available to the Ask pack query service.

New Markets (Ed) 19 Key Performance Indicators Key wins for the month Summary • A key stated ambition for Him’s acquisition of Zava is to accelerate international expansion. • We need to accelerate our efforts, so we are present in markets rather than launching alongside Hims/Zava • It seems likely there will be Full source text is available to the Ask pack query service.

People (Alan) 20 Key Performance Indicators Key wins for the month • Fantastic drive in ENPS to achieve a score of 50 • Rolled out new performance review goal setting for all employees. Summary Learnings and blockers External landscape • Challenges in recruitment as applications have slowed down as market is get Full source text is available to the Ask pack query service.

Patient Care (Bev) 21 Key Performance Indicators Key wins for the month • +27% increase In calls into PCT (Erica) with –33% calls handled by PCT due to successful deflection • Trustpilot invitations are proving to be successful and generate less 1* reviews than organic. Proves the theory around more invitations Full source text is available to the Ask pack query service.

Warehouse Operations (James) 22 Key Performance Indicators Key wins for the month • Achieved highest monthly order volume YTD (69k), with forecast to exceed in June. • ERP pre-implementation planning near completion – includes layout, power upgrades, and warehouse flow redesign. Health and Safety • One recordab Full source text is available to the Ask pack query service.

Clinical (Abdal) 23 Key Performance Indicators Key wins for the month • Met with several Directors from the National Pharmacy Association, with a view to promote online services and counter their negative perceptions. • We had an outstanding condition on our licence from an old GPhC inspection – has been revoke Full source text is available to the Ask pack query service.

Product and technology (Sami) 24 Key wins for the month • Run exec offsite to align on product bets, org model, and roadmap. • Finalise future-state product structure and priority hires. • Continue Forge stabilisation and track performance daily. • Resume PPC campaigns pending platform readiness. • Begin sequencing CR Full source text is available to the Ask pack query service.