Exercise of Options

31 January 2017

Actual Experience plc(the "Company" or "Actual Experience")

Exercise of Options

Actual Experience plc (AIM: ACT), the analytics-as-a-service company, confirms that it has issued, conditional on admission, 10,000 new ordinary shares of 0.2p each in the capital of Actual Experience (the "New Shares"), pursuant to an exercise of share options by an ex-employee of the Company.

Application has been made to the London Stock Exchange for admission of the New Shares to trading on AIM and dealings are expected to commence on 6 February 2017 ("Admission"). Following Admission, the Company will have a total of 37,527,588 ordinary shares of 0.2p each in issue. This figure may be used by shareholders as the denominator for the calculations by which they will determine if they are required to notify their interest in, or a change to their interest in the Company.

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About Actual Experience

Actual Experience's analytics provide the digital Voice of the Customer. This is a real-time, data-driven view of what end users would say about the quality of a company's digital products and services, and why. Our customers can analyse everything that impacts the experience quality in their digital supply chains, for any service, type of user or the Internet of Things. It gives them complete transparency from the point of provision to the point of use and whether inside or outside their business's control. The insights can be used to make continuous improvements to their business performance.

Actual Experience is listed on the AIM market of the London Stock Exchange (ACT). Our development headquarters are in Bath, UK, and we have offices in London, New York and Seattle. Actual Experience's unique digital analytics as a service is founded on ten years of cutting-edge research at Queen Mary University of London.

www.actual-experience.com