Rentokil Initial H1 2025 Earnings Report

Rentokil Initial EPS Results

• Actual EPS: N/A
• Consensus EPS: $0.65
• Beat/Miss: N/A
• One Year Ago EPS: N/A

Rentokil Initial Revenue Results

• Actual Revenue: N/A
• Expected Revenue: $3.53 billion
• Beat/Miss: N/A
• YoY Revenue Growth: N/A

Rentokil Initial Announcement Details

• Quarter: H1 2025
• Date: 7/31/2025
• Time: Before Market Opens
• Conference Call Date: Thursday, July 31, 2025
• Conference Call Time: 4:15AM ET

Rentokil Initial (NYSE:RTO), together with its subsidiaries, provides route-based services in North America, the United Kingdom, rest of Europe, Asia, the Pacific, and internationally. It offers a range of pest control services for rodents, and flying and crawling insects, as well as other forms of wildlife management for commercial customers. The company provides hygiene services, including the provision and maintenance of products, such as soap and hand sanitizer dispensers, hand dryers, air care and purification, cubicle and surface sanitizers, feminine hygiene units, toilet paper dispensers, and floor protection mats. In addition, it engages in the supply and maintenance of workwear and protective equipment. Further, the company offers property care services; and provides a range of specialist cleaning services, such as graffiti removal deep cleaning of kitchens and washrooms, trauma cleaning, and flood or fire damage cleaning, as well as specialist medical and hygiene services. Rentokil Initial plc was founded in 1903 and is headquartered in Crawley, the United Kingdom.

Rentokil Initial H1 2025 Earnings Call Transcript

Key Takeaways

• Neutral Sentiment: Group revenues rose 3.1% to $3.36 billion with organic growth of 1.6%, group adjusted PBT of $418 million, operating margin at 15.2%, and a robust cash conversion of 93%.
• Positive Sentiment: North America inbound lead generation improved, with organic leads up 6.6% in June, brand awareness rising 3 pp, and satellite branches expanding from 36 to 100 in H1.
• Positive Sentiment: Integration plans remain on track to deliver a circa $100 million cost reduction and to exceed 20% operating margin in North America post-2026, despite refined branch-migration timelines.
• Positive Sentiment: International delivered 5.1% revenue growth ($1.25 billion), 2.7% organic growth, and a stable 19.3% adjusted margin, driven by strong performance in Europe and Asia-MENA.
• Negative Sentiment: The termite warranty provision rose by $40 million to $276 million in H1 due to higher costs per complex litigated claim, reflecting ongoing litigation risks.

Presentation

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Good morning, ladies and gentlemen, and thank you all for joining us today online. In a few moments, Paul will provide you with details of our financial and regional performance for the six months ended June 30. I'll then come back to provide a brief update on our markets and businesses before we focus on North America and then take any questions. Please do note that to ask a question today, you will need to dial the separate conference call number shown on the right hand side of this chart. Details are also in today's R and S.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So let me just start with a high level summary of the first half. Our performance was in line with expectations with revenues at a group level increasing by 3.1% to $3,360,000,000 and with organic growth of 1.6%. Our international region delivered organic growth of 2.7%, and in North America, growth was 1.1%, increasing from 0.7% in the first quarter to 1.4% in the second. We delivered group adjusted PBT of $418,000,000 and a group operating margin of 15.2%, 120 basis points lower than in the same period last year, reflecting the anticipated year on year reduction in North America. Cash flow conversion was healthy, and the divestment of our French workwear operations remains on track for around the end of Q3.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Now Paul will cover all of this in more detail shortly. Moving on to North America. On the right hand side, at the time of our prelims in March, we outlined a number of priorities for this year aimed at improving our inbound lead flow. In particular, we've adjusted our marketing tactics to put greater emphasis on non paid or organic lead generation. And in the second quarter, we began to use a fuller suite of marketing tactics.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

We continued to enhance our customer proximity and local visibility, for example, to get improved results from local searches like pest control near me, through the opening of our new satellite branches. And we've now increased the number of these low cost satellites from 36 at the end of the first quarter to now 100 at the end of Q2. Our brand awareness has also continued to improve, up by three percentage points. And importantly, as you can see, we delivered inbound lead growth in our residential and termite business of 6.6% in June, returning to year on year lead growth for the first time this year. On the door to door sales pilot, while still early days, this is also off to an encouraging start, and I'll provide more details later.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

In the first half, we also continued to improve our data analytics and insights, and we now have a more granular branch level assessment, which we are using to support our plan for targeted growth initiatives and for future integration planning. Our focus for the second half is therefore to continue to deliver our Right Way two growth plan, focusing on customer retention, on pricing, on trusted adviser leads, on broader marketing execution and branding and on the door to door pilot, all with the aim of continuing to build out lead flow, and in particular, to focus on the key area of growing our customer contract portfolio through improved contract sales, customer retention and pricing. We'll focus on further optimizing our satellite branches and rolling out our new locations towards the 150 mark by the year end, and we plan to resume integration in the second half with our commercial branches as well as deliver a detailed program of work to make further process system and execution improvements ahead of the 2026 planned branch migrations. Importantly, while our refined timelines may mean not all branches are fully integrated by the end of next year, our expectations of the $100,000,000 cost reduction opportunity from the integration and attaining an operating margin in North America above 20% post-twenty twenty six remain unchanged.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So with that, now let me hand over to Paul.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Thank you, Andy, and good morning, everyone. I'll run through the key financials of the first half, then move to our regional performance, then explain how our improving data analytics are helping shape our plans to improve our North American performance. Unless I state otherwise, all numbers are on a continuing operations basis, I. E, excluding our France Workwear business, which we announced the sale of at the May. I will talk more about that later.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Any comparative performance will be on a constant currency basis. With the move to dollar reporting, we've also taken the opportunity to simplify and update our constant currency reporting to a more conventional basis. Overall, we've delivered a solid performance, in line with our expectations for the first half. Revenue was up 3.1% to 3,364 million euros with organic revenue up 1.6%. North America was up 2% or 1.1% on an organic basis as pricing more than offset reduced volumes.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Adjusted operating profit was $511,000,000 a decrease of 4.5%, with the decline in North America more than offsetting higher profits in International. Our group adjusted operating margin was 15.2%. I'm pleased with our free cash flow performance with cash conversion at 93%, ahead of our 80% guidance. This was driven principally by improved working capital performance, and this remains an absolute priority. Net debt to adjusted EBITDA stands at 2.8 times, up slightly since the year end, reflecting approximately $175,000,000 of adverse foreign exchange impact on period end net debt.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

We've maintained our half one dividend per share at $0.04 $15 payable on the September 22 to shareholders on the register on the August 15. Looking now at our performance in North America, where we saw revenue up 2% to 2,106 million euros Organic revenue grew 1.1%, with quarter two at 1.4%, up from quarter one, which was 0.7%. Adjusted operating profit was $356,000,000 down 7.3%, bringing the adjusted operating margin to 16.9%. This principally reflects cost inflation and lower volumes despite continued good price realization. It was pleasing to see colleague retention increased 1.4 percentage points to 80.7% and customer retention also improved to 80.5%.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

And as Andy will talk about more, lead flow returned to growth in June for the first time this year, up 6.6%. We acquired eight businesses with combined revenues of approximately $18,000,000 in the year prior to purchase. One of our team's priorities has been to improve our data analysis so we can get to the heart of our recent performance issues, and we're starting to see the benefit of the work we've been doing. We now have better data on a branch by branch basis, which will allow us to drive improvement in underperforming branches and also refine our integration activities as we move forward. As we analyze our branches, the sales performance differentials are characterized by wide variations in lead flow and customer retention.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Pricing performance, however, is very consistent across the portfolio. We can see clearly that where our lead generation and customer retention processes are working well, we are delivering strong and sustained organic growth, well ahead of market growth. In terms of driving lead growth, we are refocusing our marketing budgets towards organic lead generation. We now have 100 satellite branches in operation, up from 32 at quarter one, and we expect an additional 50 by year end. And our summer door to door sales pilot is showing encouraging early progress.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

In terms of integration, in the second half, we will restart with standalone, mainly commercial branches and complete a detailed program of work to make process system and execution improvements in previously migrated branches, where lead flow and customer retention are not yet at their required levels. Our expectations of the circa $100,000,000 cost reduction opportunity from the integration and attaining an operating margin in North America above 20% post-twenty twenty six remain unchanged, but our refined timelines may mean not all branches are fully integrated by that time. Moving to our international business, which encompasses all regions outside North America. International revenue was $1,251,000,000 a 5.1% increase year on year. Organic revenue grew by 2.7%.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Pest Control organic growth was strong at 3.8%, while Hygiene and Well-being grew slightly more steady at 1.1% as The U. K. And Pacific businesses saw more challenging market conditions. We saw our strongest performance in Europe and Asia MEANAT, driven by pricing and growth in Southern Europe, India and Indonesia. In The U.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

K, a strong core pest control performance was negatively impacted by U. K. Property services, which was impacted by the slowdown of The UK commercial property market and tightening local authority spending. Adjusted operating profit for International increased by 4.6% to two forty two million dollars The adjusted operating margin remained broadly unchanged at 19.3%, reflecting strong pass through pricing. Europe and Asia MENA delivered solid profit growth aided by pricing and scale in India and Indonesia.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

The U. K. And Sub Saharan Africa saw strong margins despite a challenging macro backdrop. We achieved excellent colleague retention rates of 90.4% and customer retention remained strong at 85.2%. We continued our bolt on M and A program, acquiring 10 businesses with total annualized revenues of approximately $17,000,000 At the May, we announced an agreement with HIG Capital for the sale of our France workwear business.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Strategically, it reinforces our focus on our core pest control and hygiene and well-being sectors. And financially, it increases our cash generation going forward. The transaction values French Workwear at a gross enterprise value of approximately €410,000,000 including an earn out mechanism of up to €30,000,000 linked to the business's performance in 2026. Total net cash proceeds are expected to be approximately €370,000,000 and completion of the sale is expected to occur late in quarter three or early in quarter four. From an accounting perspective, the business has been classified as an asset for sale since the 05/31/2025.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

And as you will see, it is reported as a discontinued operation in our half year 2025 financials. Assets held for sale are not depreciated, so this will reduce depreciation by approximately $50,000,000 to $60,000,000 this year within discontinued operations, depending on when the transaction completes and by approximately $80,000,000 annually. In the half year, there was around an $8,000,000 depreciation benefit. The sale will add approximately 100 basis points to our cash conversion ratio and reduce capital expenditure by approximately $100,000,000 on an annual basis. Turning now to Group cash flow.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

It was a strong performance with free cash flow conversion of 93%, ahead of our guidance of 80%. The main driver was the working capital performance with an improvement of $64,000,000 year on year as we focus on managing creditors, debtors and inventory levels more tightly. The movement on provisions of $40,000,000 predominantly reflects the increase in the provision for termite damages claims, which I will cover in a moment. Cash costs in relation to claims in the half year were similar to last year. Net capital expenditure was $88,000,000 for the period, in line with last year.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

These payments amounted to $90,000,000 also very similar to last year. On the financing side, cash interest payments of $106,000,000 decreased by $25,000,000 compared previous year. This is driven by a change in the timing of some of our bond interest payments. Cash tax payments were $43,000,000 an increase of $7,000,000 year on year. M and A remains an important part of our growth strategy and cash spent on current and prior year acquisitions totaled $83,000,000 Dividend payments amounted to $198,000,000 The cash impact of one off and adjusting items was $48,000,000 compared to $52,000,000 in the first half of last year, largely attributable to Terminix integration costs.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

We issued two inaugural dollar bonds in April, raising $1,250,000,000 significantly extending the tenure of our debt. We used $700,000,000 of the proceeds to repay a corporate bond due to expire later this year. The significant movement in the euro to dollar exchange rate between the year end and this period end added approximately $175,000,000 to our net debt based on the rate at the June. As I mentioned earlier, maximizing our cash and cost efficiency is very much a priority for the team. We have made good progress in working capital through focusing on disciplined execution and we will continue to focus on this.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Full year working capital outflow expectations continue to be in line with our previous guidance of a 75,000,000 to $85,000,000 outflow, albeit we will aspire to do better than this. The sale of France Workwear will mean around $100,000,000 less annual CapEx going forwards. M and A remains a key growth enabler and we now expect to invest a total of $200,000,000 this year. We continue to look to improve efficiency in our cost base. We have multiple programs underway, including headcount reductions, procurement initiatives and some offshoring.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

We are continuing to see significantly fewer filed termite warranty claims. Our open termite claims have also reduced by 23% compared to half one twenty twenty four. However, in the first half of this year, we saw an increase in the number of complex litigated claims outside of the Mobile, Alabama area and a 9% increase in the cost per termite warranty claim in the period, as our proactive strategy to solve customer problems and reduce litigation continues and as we resolve several large legacy claims. As a result, the provision in relation to such claims has increased from $236,000,000 at the period end to $276,000,000 at half one twenty twenty five. I won't go through this slide in detail, but to note, this is on a continuing operations basis for the full year compared to our previous guidance, which was for the whole group.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

In summary, we've delivered an in line performance in the first half with a strong conversion of profit into cash. We continue to improve our data analytics, which will help us drive North American performance going forwards. It's early days, but we are seeing encouraging recent lead flow from our growth initiatives, which Andy will talk more about shortly. We continue to make progress on our cost efficiency programs and in optimizing our working capital, while the sale of France Workwear makes us a more focused cash generative business. As we look at the remainder of the year, we expect to perform in line with market expectations. Thank you. I'll now hand you back to Andy.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Thank you, Paul. Over the next few minutes, I'm going to cover off a few important topics. First, I'm going to remind everyone what excellent markets we're in and take a look at their long term growth rates. After that, I'll show that we've got an excellent opportunity in our international region, which now accounts for 37% of the group before shining a light on North America. Whilst around 80% of our North American business is our pest business, the other 20%, which rarely gets a mention, is our excellent business services companies, and they're all performing well.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

That will then leave us with our U. S. Pest business, which is 25% made up of one off jobs, but 75 of which is our contract portfolio. Getting the contract portfolio into consistent and healthy growth is our core challenge and our core opportunity. So I'll spend a fair amount of time discussing the three areas that we have to win in to achieve that contract portfolio growth, and those being customer retention, pricing and, vitally important, winning new customer contracts.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So let's get underway, and I'll start with Pest Control, which accounted for 83% of group revenues in the first half. Over the past decade, the global pest control industry is estimated to have virtually doubled from $14,400,000,000 in 2014 to $27,300,000,000 in 2024, a CAGR of 6.6%. And in North America, market growth has broadly matched that of the international region at around 6.5%. This global growth was driven by key factors such as increased regulation and legislation, urbanization, the rise of the middle classes, consumer demand for higher hygiene standards and the impacts of climate change. Now encouragingly, the forecast growth for the next ten years remains very healthy with the latest independent market forecast projecting market growth levels will broadly double again in line with the past ten years at a CAGR of around 6.2%.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

We therefore expect the value of this incredible global industry to reach approximately $50,000,000,000 by around 02/1934. In Hygiene and Well-being, which accounted for 17% of group revenue in the first half, we hold a global leadership position in core hygiene services across 70 markets. We offer industry leading products in hand, air and in cubicle hygiene, and we're increasing our focus on washroom dignity and services for an aging population. As well as shared operational and functional overheads, this business shares operational efficiency opportunities with Pest Control, deploying the same technologies, aggregating its procurement purchases and often cross selling services across the combined customer base. With future market growth expected at around 4%, the business is also well placed for long term growth above expected GDP levels.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So we're operating in two very healthy global markets. So now let's drill down a level and look at our reporting regions, and I'm going to start with International. The International region accounted for 37% of our group revenues in the first half and it comprises high quality businesses in largely non cyclical markets across 87 countries in Europe, The United Kingdom, Asia, MENA, Latin America and The Pacific. And we're a leader in pest control in key future growth markets such as India, China and Indonesia. Pest control accounts for around 60% of the revenues in International.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

This is a region with strong core markets, and here we're focused on driving growth through global accounts, through our industry leading innovations, the rollout of our connected technologies and through our excellent M and A program. Our second reporting region is, of course, North America, which delivered 63% of our group revenues. As you can see on the right hand side, 81% of our $2,100,000,000 of revenue in the first half came from pest control and 19% from business service operations. Our North America region has strong fundamentals, the continued improvement in colleague retention up by a further 2.9 percentage points. Good progress on customer satisfaction with customer retention now at 80.3% ahead of the 79.3% for the same period last year and a combination of powerful national, regional and specialist brands.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So let's drop down the level again and I'll start with Business Services. These are strong, well run businesses that are operated independently of our U. S. Pest control business and they each have deep expertise in their respective specialist areas: Ambius for interior planting VDCI for public sector mosquito vector control Solitude for lake management SteraTec for food hygiene and brand standards auditing Target, which is our pest control and turf and ornamental products distribution business and our Canadian pest control operations. And in the first half, these businesses generated revenues of around $400,000,000 with an organic growth rate of 5.8%.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So a very encouraging first half in Business Services. These are excellent businesses. They're operating in strong markets and they've got good future growth prospects, as noted on the slide. So turning now to U. S.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Pest Control. And let me start with onetime jobbing revenues. In our U. S. Pest control business, roughly onefour of our revenues come from onetime jobs.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Now these could be something straightforward, such as a residential wasp nest job for a new residential customer or it could be something like a significant bird proofing job for an existing commercial customer. One time jobs are typically easier to sell than contracts and in the first half, our jobbing revenues were up 3.6%, 1% being organic growth. Over 40% of our jobbing revenues typically come from upselling services to existing contracted customers, which is why our Trusted Advisor Technician Lead program is so important, with the other 60% of jobbing revenues coming from new customers who do not currently have a contract with us yet. Looking at our trusted adviser technician lead program, we've driven technician participation rates from around 40% in 2023 to around 50% in 2024. And now, as at the June, rates have reached 64%, with all five U.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

S. Markets now operating at or over the 60% level. On Internet leads, we've refocused our marketing spend and we've supported SEO with new digital content, improved local web pages as well as with direct mail and email campaigns to new and existing customers. Whilst on job pricing, our focus is on improving the basics in areas such as new product launches as we introduced innovations for both upselling to existing customers and targeting new customers, rate card harmonization across our brands and readiness to support seasonal promotions and campaigns. Whilst we are far from satisfied with our level of job sales so far this year, we believe we have a solid plan focused on better leads from digital marketing and from our trusted adviser program together with the better use of our pricing lever.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So let's drill down again and focus on what I see as our main challenge, and that is growing our contract portfolio. The benefits of our subscription style contract business are significant, with a certainty of having around 75% of revenues on contract, unlike many other business models, which start with zero revenue on the January 1. We can also apply our annual price increases and we can plan our operational routes more effectively. In the first half, we delivered contract revenue of around $1,300,000,000 but as you can see, this declined very slightly year on year by 0.2% if we remove acquisitions. So clearly, contract revenue is our biggest challenge, but it's also our biggest opportunity.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And our focus here is on three key drivers: on customer retention, on annual pricing and on new contract sales. On customer retention, our Drive to 85 program is designed to transform our customer retention capability over time. And in the first half, we saw an overall improvement in retention of 100 basis points, now sitting at 80.3%. Whilst we are pleased to see progress made, our overall ambition for customer retention over time is to drive it up towards 85%, closer to the average for the rest of the group. In terms of the Drive to 85 program, our team is focused on getting the basics right, on service adherence, on speed of sale to install, on customer communications and on billing and scheduling.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

We've invested in our customer saves team, and this has been instrumental in our efforts with the team improving its performance now for six months in a row and with saves up from 20% in January to 26% in June. And we're also developing a predictive churn model, which will assign a customer risk score to each customer and so enable us to take a more proactive approach to potential future churn. So in summary, we are making progress in customer retention. We've got a clear ambition and we've got a clear plan to achieve it over time. Turning now to the second leg of achieving contract portfolio growth, that of pricing.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And here we're making good progress with strong pricing discipline to both new and existing customers, achieving price increases in the first half above the rate of inflation. However, we've got an opportunity to go further and we've added leadership with our first Vice President of Pricing, who is now assembling a small team dedicated to a smarter and more sophisticated approach to pricing. Having identified that price increases are stickier with customers who pay us by bank auto pay, we've now successfully tested new auto pay adoption tactics, increasing penetration from around 52% to 60%. The third leg of achieving contract portfolio growth is to win more new contract customers. And to do this, as I've explained previously, we need to improve our inbound lead generation through a broader range of marketing and brand initiatives.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Historically, we've been overly reliant on paid for digital channels, which, whilst effective in many respects, has limited our overall lead generation potential and has incurred higher associated cost per lead. Our renewed focus is on a broader range of full funnel lead growth activities. In the second quarter, spend has been refocused on awareness channels like Meta and YouTube. This shift is designed to maximize the benefits of our marketing spend and drive an increased volume of inbound new customer leads. We've also launched a comprehensive program to bolster our local online presence.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

In the first half, we've added around 200 local web pages of new content, significantly increasing our local share of voice in key markets. Overall, we've implemented 20 initiatives to target a broader channel mix to support both national and regional brands and ultimately to drive increased lead flow. We also recognized a historic underinvestment in building our brands, which is critical for long term sustainable growth. This shift is already yielding positive results with our June brand health report showing Terminix's top of mind awareness up 4% to 32% and a total unaided awareness up 3% to 54%. Now let's turn to the rollout of our satellite branches.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

This is a key component of our local market penetration strategy and is proving to be an important part of our paid and organic search strategy. We launched the first wave of pilot satellite branches late last year and in the first quarter of this year. Obviously, takes time for these new branches to be effective. I am pleased to report that the first 25% of these satellite branches are fully optimized, are generating good lead flow and importantly, they are also profitable. By the June, we had 100 satellite branches operational and we are making good progress towards having around 150 satellite branch locations by year end.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

The performance of these locations continues to increase as they mature and build their number of local five star reviews. So branches that have been live for ninety days or more significantly outperform new locations, averaging approximately three times more leads per month and demonstrating the importance of establishing a strong local presence and building brand awareness. And here, you can see the outcome of our targeted actions taken in the second quarter, with residential and termite inbound lead generation up by 6.6% in the month of June and so delivering positive lead flow growth for the first time this year. Whilst it's too early to be certain that this encouraging performance will continue throughout the third and fourth quarters, we are certainly encouraged by what we're seeing. As well as actions to drive inbound digital leads, we launched our door to door pilot in the second quarter, operating across 23 branches, and this program is off to an encouraging start.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

The pilot is primarily focused on residential contract sales, specifically our pest free three sixty five plans, which offer comprehensive protection from the main pest types, along with targeted upselling of services for ticks and mosquitoes, for example. As of June 30, the pilot had already generated approximately $12,000,000 in annualized sales and contributed about $2,200,000 in revenues during the period. The pilot will continue throughout the summer with a planned full scale deployment being in scope for next year. So a quick recap here. We operate in highly attractive structural growth markets with healthy ten year outlooks.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

We have an unrivaled footprint in the markets outside of The U. S. And in The U. S, we have an excellent portfolio of stand alone operations in Business Services, which are performing well. In The U.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

S. Pest control market, the long term growth trends look set to continue. We are the largest operator in that market, but we've been underperforming over the last two years. We've got a plan to improve our onetime jobbing performance, which accounts for about a quarter of those revenues. However, the foundational need here is for us to get our contract portfolio into healthy long term growth.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And to do this, we need to be successful in three key areas. Firstly, in customer retention, where we have a plan to get from 80% towards 85% over time and where we've seen progress over recent months. Secondly, on pricing, where we're also making good progress, but most importantly, on sales of new customer contracts, where we've seen some areas of progress in the second quarter, but where we need to continue to execute more effectively to drive up more leads and to convert more of those leads into sales over the coming quarters. So I'll finish with this final summary slide. There's no change to our full year guidance.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

We remain very focused on growth. The integration restarts shortly, starting with our more straightforward commercial branches, and we are confident that our North American business will be operating at a 20% plus margin post 2026. Thank you very much. We will now open it up for questions. As I said at the beginning, please submit your questions via the questions tab online or join the conference call using the numbers provided and the access code.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

We'll pause just for a moment for the operator to line up the questions. Thank you very much.

[Operator]

The first question comes from Suessini Varanasi of Goldman Sachs. Line is now open. Please go ahead.

[Suhasini Varanasi, Analyst at Goldman Sachs]

Hi, good morning. Thank you for taking my questions. Two for me, please. In on the termite provision claims that have been revised up in this period, can you maybe discuss what drove I mean, how should we think about future changes to provisions next year? So for example, next year, if the cost per claim goes up again, will there be another revaluation?

[Suhasini Varanasi, Analyst at Goldman Sachs]

I think that's the first part. And secondly, how should we think about claims generally into the second half of the year versus the first half? Is it evenly spread out? Do you expect any acceleration or any changes in the trends? The next question is on the quarterly growth rate.

[Suhasini Varanasi, Analyst at Goldman Sachs]

It's good to see the improvement in North America, general pest control including business services. But did you see any changes towards the quarter end on the growth in June? Or are you seeing any changes in July, for example? Any color there would be helpful. Thank you.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Thanks, Hussaini. So the the termite provision, yes, we put that up in the the first half. It's a fairly mechanistic calculation. And although we're pleased with the progress we're making and that we're being able to reduce down the number of of claims that we've got, Our recent experience is that on the non litigated claims, the the cost of settling those claims, some of which are rather more complicated claims, is up 9%. And as a result of that, as we look out over future years, then we have to increase the, the the provision there.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

If, to to your question, what would happen in the second half and next year, if we saw a variance in, the the cost per claim up or down, then it is sensitive to our most recent experience. So, yes, it could come down. Again, it could go up. Our our cash out in relation to the provision is in line with what we'd expected. And, yeah, that's the number that I most look at because this is going to continue to be volatile as a number of factors come into play.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

In terms of the quarterly improvements, q one, q two, obviously, one, and I spoke about this at the the first quarter results that had the headwind of the extra trading day last year from the leap year. And then if you normalize it across the two, yes, perhaps a little bit better in quarter two, but broadly unchanged and certainly not at the level that we're aspiring to. And we don't give a comment on current trading, so not looking at July. July is actually not finished yet even, but we were encouraged obviously by the better performance that we saw on leads, which in due course we would expect to lead into better sales and better revenues. Thanks, Hirasini.

[Operator]

The next question comes from Oliver Davis of Rothschild and Co, Redburn. Your line is now open. Please go ahead.

[Ollie Davies, Equities Analyst at Rothschild & Co Redburn]

Randy, hi Paul. Just a couple of questions for me. I guess in Q1, mentioned that paid digital search returned to positive growth in March, and then you've obviously mentioned overall lead flow growing in June for the first time this So I guess a couple of questions on that. Are you able to give us an indication of the split between digital and kind of organic leads within that kind of total lead data? And then secondly, can you help us understand how digital and non digital leads progress throughout the quarter?

[Ollie Davies, Equities Analyst at Rothschild & Co Redburn]

And then my second question, I mean, in terms of one off jobs, I think you've seen a bit of a slowdown there, I think, mid single digit growth last year. I think you mentioned 6% in Q1. So I guess why have you seen a slowdown in the second quarter there? Thanks.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Thanks, Oliver. Yes, like I'm not going to give you a split of our spend between the channels. I mean that's a this is a competitive environment and where we spend in paid search means competitors look at that as we look at where they're spending as well. So it's a pretty competitive environment. The data we're showing here is all leads.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So that includes paid leads, includes organic leads and includes tech leads as well. And really what we're saying here is we did talk about the fact that we'd became over reliant on paid search, and that's because we weren't yet able to get the organic channels working as we needed to. So what you've seen over the last two quarters, and in particular in Q2, is a progressive move by us to take money out of paid search and put it into organic search and into other broader channels, like I say, with meta and top of funnel marketing advertising as well. So it's a migration of spend. We've kept the spend broadly the same across the period, but spending less in the paid area, but also happily the cost per lead coming down in the paid.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So we're getting more effective and more efficient in the paid channels, but also deliberately spending fewer dollars there, taking those dollars and putting them into organic. So it is a very, very detailed endeavor here. And Paul and I get daily reports literally at the end of each day, we can see what the lead performance is, we can see what's coming from paid, what's coming from organic and what's coming from technician leads. And broadly speaking, the story is paid leads down, organic up and tech leads up as well. But I can't give you I could, but I can't give you the breakdown of how we split that spend.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

But that's what you should expect to see more of in the future. I don't think we're close to optimizing where we want to be here, but we are encouraged by what we've seen and we're certainly encouraged by what we've seen in the most recent weeks. So let's hope it continues into the second half of the year. Sorry, what was the question on

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

In relation to your question on one off jobs, Ollie. So it is always going to be a little bit variable quarter by quarter. And what we're really focusing on is driving better performance in getting our our contracts signed up. And we're really focusing the sales force onto that because that's the key area of weakness that hasn't been good enough in in recent times. So if we can address that, then, obviously, that's recurring revenue as Andy was talking about, is that subscription base.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

And so that's our biggest priority. We will see some variability in jobs quarter by quarter. Thanks, Oli.

[Ollie Davies, Equities Analyst at Rothschild & Co Redburn]

Great. Thank you.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Thanks.

[Ollie Davies, Equities Analyst at Rothschild & Co Redburn]

Thank you.

[Operator]

The next question comes from Annalise Vermeerlin of Morgan Stanley. Your line is now open. Please go ahead.

[Annelies Vermeulen, Executive Director at Morgan Stanley]

Hi. Good morning, Andy. Good morning, Paul. I have three questions please. So firstly, on your inbound lead flow, which you called out as very positive in June, Rollins also saw a very strong period in June driven by very favorable weather.

[Annelies Vermeulen, Executive Director at Morgan Stanley]

So could you comment on how confident you are that, that inbound lead flow was down to your execution on marketing relative to a very favorable market backdrop driven by sunshine? And then secondly, on this predictive churn model, could you elaborate on what do you look for in that churn model in terms of indicators that would imply a customer is at risk of leaving? Have you had any indications of accuracy yet from that pilot where it's correctly identified customers that are looking to leave? And I'd also be interested if it's given you any more detail on why customers are cancelling and sort of reasons for attrition. And then thirdly, just on door to door, you mentioned full scale deployment

[Annelies Vermeulen, Executive Director at Morgan Stanley]

Could you clarify, does that mean you're planning to roll it out across your entire portfolio in North America from the 23 branches, I think you said today? Or will that remain more selective in certain regions? Thank you.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Thanks, Annalise. Yes, look, when the big yellow thing comes out in the sky, there's no doubt that, that has an impact on insects, crawling, biting, stinging insects. So there'll be some weather in the numbers. It's incredibly difficult to sift that out and say what the weather impact is. But we are confident that we are seeing returns for the efforts that we're making.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So again, I can't break it out and say how much do we think is weather, how much is self help measures. We're certain that the things that we're doing, we can test and they are having an impact. And as we said, we're not going to get into month by month, but clearly, we wouldn't be sharing June data so positively if we weren't seeing some similar results in the month to date. So I think that's further evidence. This is not just a weather thing, but as I said, can we say it's going to continue through the full second half, not yet able to do that.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

The predictive analytical churn model won't surprise you, Annalise, it is an AI tool. And the great thing about AI is that we can set the model over multiple databases. So we measure customer happiness, we measure NPS, we measure customer satisfaction, we know when a customer has sent in a complaint, we know when a customer is paying late, we know when we've missed a customer visit. So we can put all of those data points into the model and ask the model to predict based on this, have we got a cohort of customers who statistically are more likely to churn than others. And then based on that, the question is, okay, so what do you want to do with that information?

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And that's the interesting bit and that's the bit we need to fully test at the market, Having got a list of customers more likely to churn than others, we then put in extra efforts to make those customers happy. So if it's a specific with a recurrent pest issue, we go back and try and solve that issue. So it's early days, but it's exciting data and it's to your point about can you be sure that it works. We've also taken last year's data and pushed it through the model to see how accurate if we'd had that last year, how accurate would it have been to predict accurately. And it's surprisingly accurate.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

But like most things with AI, you have to train the model. So it's early days, it's exciting. The data scientists and the IT people are having a lot of fun with it. The question now is can we put that into operational effectiveness? But it looks very interesting.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

On the door to door, we deliberately only set a pilot this year. I mean I'm on record as being something of a skeptic around the door to door model. And I have to say, I'm really pleased with what we're seeing in the door to door model. But it a summer sales model. Effectively, going back to the point you made about the weather, the door to door sales teams knock on doors when it's hot and sweaty and when the insects have hatched and people are seeing mosquitoes or they're seeing ants or they're seeing other insects typically.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And so it is a summer sales program. But America being a huge continent with extreme weather in the Southeast, for example, the season for door to door in Florida is a lot longer than it is in the Northeast, for example. What we'll be doing through the balance of this year is really we'll continue through the summer. We're actually looking to see if parts of Florida and California would sustain a door to door model into the fall, into autumn. And then at the back end of the year, we'll put together the program because we work with third parties on the door to door model.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

We'll put the details of precisely how many branches, which parts of The United States and which months we're going to do it for. But what I'm saying is it is very likely to be a material scale up from the 23 branch pilot we did this year.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

And the only thing I'd add on that, Annelise, is that like we have with the satellite branches where this year we said and we have delivered that we would cover that within our existing marketing spend by just reprioritizing that in 2026 would be my expectation again. So although as Andy says, yes, we've got plans for a full scale deployment, not signaling that that's then going to lead to a major increase in the marketing costs.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Thanks, Paul. Thanks, Elyse.

[Annelies Vermeulen, Executive Director at Morgan Stanley]

That's very clear. Thank you.

[Operator]

The next question comes from Nicole Mannion of UBS. Your line is now open. Please go ahead.

[Nicole Manion, Director - Equity Research at UBS Group]

Thank you. Good morning, Andy. Good morning, Paul. I have two questions, please. Firstly, you mentioned that one of the things you're still looking to address is the historic underinvestment in building some of your brands.

[Nicole Manion, Director - Equity Research at UBS Group]

I know there's a lot of moving parts at the moment in terms of the various investments you're making and you're having to rebalance things a bit after you've become over reliant on paid for, for instance. But I guess the question is overall, are you confident that you can fund what you need to do by refunding spend from one area to another or do you need to sort of still step up those investments, if that makes sense? Yes. And then secondly, just a clarification one really. You said you remain confident in the CHF 100,000,000 cost savings and 20% margin post 2026.

[Nicole Manion, Director - Equity Research at UBS Group]

But there's a comment in there, I think around refined timeline. Can you just explain sort of what's meant by that precisely? And apologies if I missed something obvious on that bit. You.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Cheers, Nicole. Thank you. Yes. Look, as we sit here today, I'm going to do this from memory. I don't have the data in front of me, but roughly 50% of U.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

S. Pest revenues are branded Terminix, roughly 30% are branded with one of the nine or 10 regional brands that I've mentioned before. So brands like Florida Pest Control and Western Exterminator. And then roughly 20% are branded as independent standalones. So what that tells you is the independent standalones will cease to be branded as independent standalones, and they will become either Terminix branded, which we think is well funded or they'll become one of the nine brands.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So what we are saying is we have to support those nine brands alongside the Terminix brand. The effort that has gone in, in the last quarter into those nine brands or most of them is going into organic search. So there's a lot of things you can do with brand support. We've not gone down, for example, TV ads for the nine brands. We have gone down TV ads for Terminix.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So the majority effort to improve the performance of the regional brands is coming out of paid, we're not coming out of paid, but reducing paid and really putting our efforts into organic search. So as we sit here, we're not saying we need to put more money, we think we've got the balance about right. But as we get better and we surely will get better as we get better and we get smarter and we can see stronger demonstrable returns on investment for where we put those dollars. If there's a good case to say, hey, look, if you put an extra dollar here, you're going to get $4 back there. I'm pretty sure the CFO would be pushing us to look at potential for spending more.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

But that's not the plan, Nicole. It's not in H2 and it's not in the forward plan. So that's the answer to the first one on the underinvestment on brands. And as I say, we're doing a lot of work on Terminix because it's nearly 50% of the revenue. On the comment on branch migrations, Look, all we're simply saying here, and I think it deserves unpacking a little bit there.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

I don't think it's that you've missed anything. We did say at the last time out, we expected the all of the branches to be fully integrated by the end of next year. And what we're saying here is, look, we have a path to the 100,000,000 savings that we've talked about. We have a path to the 20% net operating margin that we've talked about. We may not get all of the branches fully integrated by the 2026.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

They will take the time that they take. We are restarting the integration shortly now. And we're restarting on what we consider more straightforward, simpler commercial only branches and many of them are already on the same IT system. So they're Pest Pack to Pest Pack conversions. We'll start the bigger branch integration program next year, but it might not all get finished by the 2026, but we still get to the £100,000,000 So that's how you should understand that. Hopefully, that was clear.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Thanks, Nicole.

[Nicole Manion, Director - Equity Research at UBS Group]

Yes. That's very helpful. Thank you.

[Operator]

The next question comes from James Rose of Barclays. Your line is now open. Please go ahead.

[James Rose, Equity Research Analyst - European Business Services at Barclays]

Hi, there. Morning. I've got three please. Two on leads and one on branch integrations. Firstly, on leads, could you talk about the quality of the improvement of leads you've seen so far to the conversion and ARPU?

[James Rose, Equity Research Analyst - European Business Services at Barclays]

Are they better than what you got from paid search lead last year? And then secondly, do you see that the leads you're getting are fueling contract sales more than they were previously rather than going into jobbing work? And then final question is on the branches you've already integrated and instead are not up to standards. What are the execution improvements you've highlighted or flagged in those which you want to tweak or change going forward? Thank you.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Thanks, James. Really difficult, I mean, we're into master class level questions now, which is always a challenge certainly for me. Look, you've got two funnels at work here. You've got a marketing funnel and you've got a sales funnel. So in the marketing funnel, and those who are into this wouldn't be very familiar with what I'm talking about.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

You've got top of funnel activities, building brand awareness all the way down to paid search and organic search at the bottom of the marketing funnel. And what we're saying is we're investing in the top of the funnel in brand awareness. Brand awareness is the best quality sort of leads because if you're searching for Terminix, that means you're very likely to buy from Terminix. So that's why we drive up the top of funnel and brand awareness. So as we see people calling us on the phone because they want to speak to Terminix, that's a very good chance that they want Terminix to solve their problem.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

If you go to the bottom end of the funnel and you have technician leads, the conversion rate of technician leads is not typically as good. And we call them creative leads because we've got our technicians trying to convince a customer that they need a solution that the customer didn't even know that they had a problem. So it's not surprising that the conversion of tech leads comes in at a lower rate. So this is always a mix effect. So it's really quite difficult to unpick that and give you a decent answer.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

But what I think we're saying is the quality of leads that's coming in through top of mind, top of funnel awareness brand based leads is good quality and we can see that improving. Technician leads, which are improving in number by their nature will have a lower conversion rate. I wouldn't consider them poor quality leads, but they convert at a lower rate. So that's the answer to that. Again, next detail of a question you said, are they feeding contracts or are they feeding jobs?

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Really difficult to say. Most leads typically start life, James, as a job. That's they just do. You've got a mouse running around the kitchen. You don't yet know that you need a contract from us.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

You think you just want someone to solve the mouse running around the kitchen or you've got a wasp nest in the garden. But the nature of our business is such that even if you only have a job, we will try and sell you that job and then we will try and convert you into a contract customer. So having taken the job to do the wasp nest, we then seek to convince you actually, if we put you on a subscription contract, you get four visits a year, you get unlimited call outs, you're covered for multiple pests. So really difficult to actually say is a leader job or is it a contract because the majority will start life as a job and you convert into contract. Your question about the integrated branches and what we're seeing there and what are we doing about it.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

I suppose on the good news on the integrated branches, the colleague retention, that's the technician retention and sales retention of the people working in those branches is very good. So we're pleased about that. We changed all the pay plans and we're broadly happy there. We may tweak those pay plans further, but that seems to have gone okay. The big area that we need to work on is lead flow, our old friend lead flow.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And it's probably not surprising if you've had two branches and you've closed one, you had two locations, you've got one, you had two brands, you've now got one, got a lot of moving pieces here. And it's the lead flow that has been the most significant. So all of this stuff that we've talked about using data analytics and getting smarter at where we're putting the money into both paid and organic, that's a big focus for us going forward. We've got to see the lead flow in those integrated branches to a healthier level than where it is today. And customer retention, we always expect customer retention would dip when you integrate branches.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

It has dipped. We need to see it coming back. Broadly speaking, we know how to get customer retention improvements and I've gone through some of that earlier today. So the two things we'll really be working on is how do you get really good lead flow when you integrate the branches and how do you ensure that the customers remain happy through that process. Looking so far as colleague experience is pretty good, pay plan is pretty good.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And I don't think any of us, any of you would want us to blithely push forward aggressively into integrating if we haven't satisfied those two questions. So the plan we've got now is we'll integrate some of the easier, more straightforward, more standalone, more commercial and more pest pack to pest pack branches in the second half. And we'll spend the second half really getting the playbook in a good shape to restart the bigger integration wave next year.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Thanks, James.

[James Rose, Equity Research Analyst - European Business Services at Barclays]

Thank you. Thanks a lot.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Cheers.

[Operator]

The next question comes from Will Kurgnes of Bernstein Society General Group. Your line is now open. Please go ahead.

[Will Kirkness, Managing Director at Bernstein]

Thanks very much. I've got three questions, please. Firstly, I just wondered if you could give any sort of metrics on satellite stores in terms of revenue profile or EBIT ramp as they start to mature or perhaps return on investment? Secondly, just on The U. S.

[Will Kirkness, Managing Director at Bernstein]

Retention, the 85%, obviously, you've talked about that before in terms of where the group is, but I think you've maybe felt that it would be tough for North America to get there. So 85% as a sort of target feels like a step up. I just wonder if you're seeing something positive in the data that's giving you a bit more confidence there. And then my last question just around hygiene and well-being. I think Q2 growth there was 0.4% organic.

[Will Kirkness, Managing Director at Bernstein]

I just wondered if you could quantify, you talked about being pricelier. I wonder if you could talk about what the price component was. Thanks very much.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Yes, let me try and unpack that. I don't think you're going to be surprised with my answer to the first question in terms of giving you the metrics in terms of the satellites. I've probably said as much as I can really. The satellites are small. So they're a small physical office, often a sort of business park or high street location, branded Terminix typically with a few people working in the office.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And these are people that already exist in the organization. So it's the incremental cost of the operation is the least cost and running the office. The technicians already exist from the mother branches, the salespeople already exist from the mother branches, admin already exists. So the branches per se don't carry a big cost other than the actual cost of the physical location. So the number of leads that come in, haven't disclosed that, but they start slowly and until you get, I think it's 10, until you get 10 reviews, customer reviews, the big search engines don't recognize you.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So when I talk about these branches getting optimized, you've basically got to get loads of customers spotting you and making happy reviews, five star reviews. Once you get a volume of five star reviews, then you turn up on search. So in terms of return on investment, it's relatively straightforward for us to get the number of leads to more than pay the cost of the branches. But that's not our ambition. Of course, our ambition is to drive up significant volumes of local search.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

So we fully funded the cost of the one hundred and one hundred and fifty branches all within the operating plan. It's not like we've had to put a big chunk of extra cost into the business. On U. Retention, you're absolutely bang on. I would say two things in terms of the 85 and the rest of the group.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

The rest of the group is about 85, but it should be 87, 88. So let's be clear, the ambition for retention is an ambition in North America at 85. But I tell you, if we get the North America business, U. S. Pest Control, up to 80 two, 83, that will make a significant impact on organic growth.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

I mean I've given you in the slides, given you enough to do the maths for yourselves on this. Once you work out what the value of the portfolio is and you put an extra three percentage points of retention on that, given its three quarters of the business, you can work it out for yourself. So I was quite careful in my words. I didn't say we're going to get to 85%. I said we're going to move towards 85%.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

85% is the aspiration. That's the everyone in our North America business is very familiar with what is drive to 85. They all know it. So the ambition is clear. And is there any reason why we couldn't get to 85 in The U.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

S. Over time? No, there isn't. But would I be happy if we get to 82, 83 over the next couple of years? Yes, I would.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

But I also think the 85 in the group needs to move up as well. So hopefully that squares the circle why that all sort of makes sense. Look, hygiene and well-being is sort of a mixed bag of performance really. Most of the businesses, the bigger businesses actually did reasonably well. We three material contributors to the weaker performance.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

It is hygiene and well-being. And so within well-being, we have our Ambius business, that's the parts business. Last year, we had a big, big piece of volume through cruise line as cruise ships. I think we did the biggest cruise ship in the world and that was a significant win in period and we didn't have those repeat this year. So the ambience piece of it dropped in period, but that's not a structural issue, I'm not remotely worried about that.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

In the Pacific region, what we saw is that a lot of good business was sold in the pandemic for air hygiene devices. The Australians and New Zealanders in particular bought a lot of devices to kill airborne bugs during the pandemic and post the pandemic. And frankly, the world isn't worried about bugs in the air as they were at that time. So we've seen an unwind of some COVID contracts in The Pacific. And the third market that underperformed in the period was The UK and Ireland.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And a big piece of that, I hate to bring up COVID after all these years. We had some benefits last year with COVID credits being released last year, which we talked about last year and they didn't obviously don't repeat again this year. So some of it's comp, some of it's lumpy big job performance out of ambience. I'm not overly worried about hygiene and well-being. It's in a decent marketplace.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

It needs to perform better than it did in the first half, that's for sure. But it's mainly coming out of those three places. Thanks, Will.

[Will Kirkness, Managing Director at Bernstein]

Okay. Thanks very helpful.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Cheers. Cheers.

[Operator]

The next question comes from James Beard of Deutsche Bank. Your line is now open. Please go ahead.

[James Beard, Director - Support Services Research at Deutsche Numis]

Yeah, thanks. Good morning. Just one question from me. On their call last week, Rollins referenced the impact of Google AI summaries on leads to traffic to their websites. And I was just wondering whether you'd seen the same impact during the period as they have and what you've been doing to manage and mitigate that?

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Thank you, James. The master class continues. I love it. Yes, Google indeed did release their AI mode in Google search. I think they released it in The States actually about four months ago.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

They just announced they're releasing it here in The United Kingdom. It's part of what's been going on frankly in search now for the last year or two. I read a statistic the other day and it was on chat GPT, so it must be true, mustn't it? The statistics said that in The United States over the last twelve months, 60% of all searches no longer result in a click by which that means that either people weren't searching for something that they wanted to buy or it means that they got their answer from AI. And I mentioned this, I think last time we were talking, part of what we're doing in the I mentioned we've refreshed 200 pages of content and a lot of that in regional brands as well as the Terminix brand.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

What we're doing now is making sure that the content of our sites is the content that the AI model, the AI large language model is looking for. So you have to have better quality content. You have to anticipate, well, what are the questions that searchers are really gonna be asking and what are the answers that AI is gonna give them and does your website have the content to feed that answer? Because if it does, the AI answer will often feature you in their answer. So I know it's a bit wordy what I'm saying there.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

The short point is we're very aware of the Google changes. We're a very we're a Google company. We often describe ourselves as a Google company. We're very close to Google as an organization. So we're very aware of the changes and we've been very, I wouldn't say quick, but we're working hard on content to optimize the content to the latest changes in the AI model.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And it's not just Google, other search engines are doing similar things. And so this is not a Rent A Kill Terminix phenomena. It's not a pest control phenomena. It's a global phenomena with the big search engine companies trying to make sure that they can keep their income from search. And we have to be nimble and quick and thoughtful.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

And that's what we're doing. So we're focused on the quality of the content to match it up with what the AI likely answer to the most obvious questions will be.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Thank you, James.

[James Beard, Director - Support Services Research at Deutsche Numis]

Thanks.

[Operator]

The final question comes from Suessini Varanasi of Goldman Sachs. Your line is now open. Please go ahead.

[Suhasini Varanasi, Analyst at Goldman Sachs]

Hi, thank you. I just have a couple of quick follow ups, please. Is there an update on the appointment of the CEO in North America? Any update there? And just on the guidance for the year, when you say it's going to be in line with market expectations, if we had to mechanically just adjust for the work web disposal, I think your consensus on company compiled is nine twenty two of PBT.

[Suhasini Varanasi, Analyst at Goldman Sachs]

Do we just take off $57,000,000 from that, which was last year's work web profits to get to this year's number on PBT? Thank you.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Thanks, Susini. I will certainly cover the first one. Look, CA North America, I'll say something when I've got something to say on the subject. What I will tell you is the guy that's running it, Alain, who I mentioned before, who's worked with me for sixteen years and spent sixteen years running pest control businesses around the group and running marketing, he's doing a brilliant job. He's absolutely flying in that role.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

The team have responded to him really, really well. So I'm very happy that we've got Alain there on interim basis. And when we've got something we can update, I'll gladly share it. But I'm happy with where we are. I'm happy with the process.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

And Seeni, on your question around guidance, it is unavoidably a little bit more complicated with the accounting that we have to use now for this discontinued operation. Our commentary around being in line with expectations is on an apples to apples basis. So that consensus number that you referenced is effectively what we look at our internal expectations against and say, yes, we believe we are in line with that. When the business does exit, then at that point, I think consensus will change. People will take it out and there will be an adjustment for the profit exiting, but also for the depreciation.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

So those factors will both have to be put in. But as we look at what people have for the France Workwear business in their numbers, then extracting that should still mean will still mean that we are in line with market expectations post. But thank you for the question, Suresini. And I think that wraps up the call today.

[Suhasini Varanasi, Analyst at Goldman Sachs]

Thank you.

[Andy Ransom, CEO & Executive Director at Rentokil Initial]

Thanks, everyone. Thanks for joining us. Really appreciate it. And look forward to updating you with the q three results in, well, just a few weeks time. Thanks, everyone.

[Paul Edgecliffe-Johnson, CFO & Director at Rentokil Initial]

Thanks, everyone. Bye now.

Participants

Executives

• Andy Ransom, CEO & Executive Director
• Paul Edgecliffe-Johnson, CFO & Director

Analysts

• Suhasini Varanasi, Analyst at Goldman Sachs
• Ollie Davies, Equities Analyst at Rothschild & Co Redburn
• Annelies Vermeulen, Executive Director at Morgan Stanley
• Nicole Manion, Director - Equity Research at UBS Group
• James Rose, Equity Research Analyst - European Business Services at Barclays
• Will Kirkness, Managing Director at Bernstein
• James Beard, Director - Support Services Research at Deutsche Numis