User Paid & B2B Services - Presentation by Gilad Japhet, Founder & CEO of MyHeritage at the NOAH Conference Tel Aviv 2018, Haoman 17 on the 13th of March 2018.

1. Company Introduction
Gilad Japhet, Founder & CEO
NOAH Conference, March 2018

2. Three Conferences, One Mission: Empower the European Digital Ecosystem
To provide a physical marketplace
that facilitates funding of
digital European companies
at all stages
Mission Mission Mission
Connecting
Capital with
Entrepreneurs
Connecting European
Champions
and Challengers
Connecting Israel’s Startups
with Large Corporates
and Investors
30-31 October 2018
Old Billingsgate, London
6-7 June 2018
Tempodrom, Berlin
13-14 March 2018
Haoman 17, Tel Aviv
To promote Israel - European
relationships and enable funding
To bring together future-shaping
executives and investors active
across segments driven
by digital revolution

3. 2
MyHeritage is the world’s fastest growing
family history and consumer DNA testing platform
We’ve Come a Long Way

4. Overview
3
The need
Millions of people around the world want to learn about
their family history and ancestors - and about themselves!
Benefits of our platform
▪ Build your family tree – discover, preserve and share your
family history
▪ Test your DNA – discover new relatives and your ethnic origins
▪ Our technology makes discoveries for you

5. 4
Gilad Japhet,
founder & CEO
▪ 1982: genealogy school
project
▪ 1993-1996: Technion, Israel
B.Sc. in Computer Science
+
manager of BRM’s anti-virus research,
sold to Symantec
▪ 1996-2000: Director of Product
Management, BackWeb
▪ 2003: founded MyHeritage,
based on my hobby of genealogy
▪ 2017: revenue grew 99% yoy to $102M
420 employees

6. Unusual company in
– unusual offices
▪ 2005-2012: first office
in Templer village
▪ 2012-today: Israel HQ
▪ Additional offices in USA
(Utah, California),
Ukraine and Ireland
5

7. Seasoned Management Team
High-caliber executives supported by a team of world class engineers
6
Name Title Prior Experience
Gilad Japhet Chief Executive Officer and Founder
Dr. Yaniv Erlich Chief Science Officer
Smadar Levi Chief Financial Officer
Aviram Levi Chief Marketing Officer
Russ Wilding Chief Content Officer
Sagi Bashari Chief Technology Officer
Ran Levy Vice President, Engineering
Aaron Godfrey Vice President, Marketing
Maya Lerner Vice President, Product

8. $8
$15
$23
$30
$38
$52
$102
2011A 2012A 2013A 2014A 2015A 2016A 2017A
MyHeritage At A Glance
7
▪ Freemium model with recurring subscriptions.
High retention [75%] and high Lifetime Value
[$460]; low Blended CAC [$115]
▪ Backed by Bessemer, Accel, Index
▪ Raised $49 million. Last round: 2012. Cash flow
positive, +$18M in 2017
▪ +$8M of Adjusted EBITDA in 2018E
Company Highlights Business Snapshot
Growth Profile Subscribers by Geography
($ Millions) Revenue
Total Subscribers: 500,000
Israel
420
$102M
500K
9B
1.25M
42
10
EMEA
47%
NAM
41%
APAC
9%
LatAm
3%
Other
0%
HQ
Employees
2017 Rev.
Annual
Subscribers
Historical records
DNA DB
Languages
Supported
Acquisitions

9. 8
Onboard: Creating Your Family Tree
Freemium, cross-platform, feature-rich platform

10. Hook and Retain – Family Tree
Users build rich family trees online and via mobile app. We
alert them to new Discoveries.
We provide a search engine to search through 9 billion
historical records.
9

11. Cutting-Edge Technology: the Big Tree
10
Every family tree
All historical records
Every DNA data point
1 graph, 10 billion nodes

12. MyHeritage DNA:
Meaningful Evolution of Business
11
Engine for huge growth, market expansion and future opportunities
in personalized health
✓ Beautifully Designed Physical Product
✓ Free DNA Upload and Cross-Vendor Matching — unique
✓ Rich Set of Features — DNA customers upsell to genealogy
subscriptions
✓ Kit sells for $69 + shipping — we profit $25/kit, mostly through
subscription upsell
✓ Huge database — in just one year from launch, we’re now the
3rd largest consumer genomics database with 1.25M people in
the DNA database

13. Benefits of DNA product
12
We support 42 regions with percentages,
more than any other DNA service
Ethnicity Estimate
The outcome is heartwarming family reunions
DNA Matches

14. Unique data assets
13
Family trees
3 billion profiles
in 40 million trees
DNA
1.25 million genomes
(700K SNPs)
Biomedical surveys
6M phenotypes
72 data-points per user
We’re the only consumer genomic company with all three elements.
Now exploring b2b partnership opportunities with pharma companies

15. 293 303
317
359
375
391
407
429
444 457
480
100
150
200
250
300
350
400
450
500
Jun-15 Sep-15 Dec-15Mar-16 Jun-16 Sep-16 Dec-16Mar-17 Jun-17 Sep-17 Dec-17
High Performing Financial And Business Results
14
Annualized MRR (in $M)
Rapid, Consistent Subscriber GrowthStrong, Recurring Revenue & Billings Growth
$3 $8
$15
$23
$30
$38
$52
$102
$6 $13
$17
$26
$32
$43
$60
$133
2010A 2011A 2012A 2013A 2014A 2015A 2016A 2017A
Revenue Billings
($ Millions)
2017 Revenue growth: 99% YOY
2017 Billings growth: 121%
2017 recurring revenue: 64%
2017 gross margin: 64%
Consistent growth and improvement of financial metrics and KPIs
Average Quarterly YoY Growth: 23%
(Thousands)
$9,6
$10,0
$10,4 $10,5
$10,8
$11,1
$11,3 $11,4
$11,8
$12,0
$12,4
$12,7
Mar-15 Jun-15 Sep-15 Dec-15 Mar-16 Jun-16 Sep-16 Nov-16 Mar-17 Jun-17 Sep-17 Dec-17
High, Increasing Subscriber MRR
Monthly Recurring Revenue Per Subscriber
11141617202223252829313235384042
47505456
616568
73
-
10
20
30
40
50
60
70
80
Mar
Sep
Mar
Sep
Mar
Sep
Mar
Sep
Mar
Sep
Mar
Sep
2012 2013 2014 2015 2016 2017
Millions

16. $15,3
$23,0 $29,9
$38,5
$51,6
$102,5
$159.5
$0,0
$50,0
$100,0
$150,0
$200,0
2012A 2013A 2014A 2015A 2016A 2017A 2018E
$17,1
$25,8 $32,4
$43,4
$60,2
$133,2
$178,1
$0,0
$50,0
$100,0
$150,0
$200,0
2012A 2013A 2014A 2015A 2016A 2017A 2018E
Strong Revenue Growth in 2018E, 56% YOY
15
($ in millions)
Revenues
Billings

17. Unique pro bono projects
Company motto: Not only do well, but also do good
16
Reunite adoptees with their
biological families, via 15,000
free DNA kits

18. Highlights
17
✓ Fastest-growing family history and DNA testing platform
✓ Competitive position in a multi-billion-dollar addressable market
✓ Cutting-edge platform enables powerful network effects
✓ Strong performance in all KPIs with attractive recurring revenue
✓ Seasoned management team supported by world class engineers
✓ Unique data asset combining family trees, genetics and surveys
✓ We do good in the world by reuniting families

19. Where Do We Go Now
18
Your futureYour present
Who you are
?
Your past
+ =
MyHeritage’s next Horizon
gilad@myheritage.com
Where you came from

20. Selected Completed NOAH Transactions
Focus on Leading European Internet companies
Covering over 400 companies across 25 online
verticals, a broad range of over 500 investors
as well as 100+ online-focused corporates
Deep understanding of industry dynamics
Ability to add value beyond banking advice
Facilitates overall process and minimizes
management distraction
NOAH Advisors is globally well connected
and has direct access to virtually all key
players in the industry
Knowledge of and strong relationships with
potential buyers’ key decision makers
Proactively finds and unlocks attractive
investment opportunities for leading investors
Annual NOAH Conference in its 8th year
Over 40 years of combined relevant M&A
experience
Routine execution of M&A and financing
transactions with sizes of several billion euros
30 successfully completed NOAH Advisors
transactions underline successful transfer of
M&A competencies to the Internet sector
Entrepreneurial mind-set, focused on growing the
business and establishing a reputation for excellence
Ability to deliver top results in short time frames
Highly success-based compensation structures
align interests of clients and NOAH Advisors, and
demonstrate conviction to deliver top results
Creative deal solutions
December 2014
September 2014
October 2014
May 2014
Sale of 100% of
for $800m to
Exclusive Financial Advisor to
Fotolia and the Selling Shareholders
Sale of 100% of
for €80m to
Exclusive Financial Advisor to
Trovit and its Shareholders
Sale of controlling stake in
to
Exclusive Financial Advisor to
Facile.it and its Shareholders
sold 100% of
for $228m to a joint venture between
Exclusive Financial Advisor to Yad2
and its Shareholders
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
EUROPE’S LEADING INTERNET
CORPORATE FINANCE BOUTIQUE
September 2016
December 2016
October 2016
Financial Advisor to Oakley Capital
®
Marco Rodzynek
Managing Director & Founder
marco.rodzynek@noah-advisors.com
Jan Brandes
Managing Director
jan.brandes@noah-advisors.com
The NOAH Advisors Core Banking Team
Nikhil Parmar
Director
nikhil.parmar@noah-advisors.com
Acquisition of a Majority Stake in
by
from
at a valuation of €300m
Investment in
Exclusive Financial Advisor to KäuferPortal
and its Shareholders
by
84% Ownership
Financial Advisor to Silver Lake
Investment in
by
August 2017
Financial Advisor to EMK Capital
Acquisition of a Majority Stake in
by
at a valuation of $200m
Aleksander Skwarczek
Analyst
aleksander.skwarczek@noah-advisors.com