Privacy notice

How we use your information

The short version: we use what you tell us to write your report, we never sell it, and we only share it with the providers we need to run the service. The details are below.

Last updated: 1 October 2026

Who we are

This assessment tool is run by Informd (informd.co.uk), 2 Fennymere, Two Mile Ash, Milton Keynes. Informd is the data controller for the information you submit here.

Questions or requests: editor@informd.co.uk

What we collect

Your website address, and the publicly available text on that site, which we read to understand your business.
Your answers to the assessment questions, including any optional notes, approximate team sizes and customer volumes, the tools you use, and your investment appetite.
Your email address, only if you ask us to email you the report.
Payment and access details: if you pay, Stripe processes your card. We never see or store your card number. We keep the payment reference, amount and invoice. If you use an access code, we record which code was used.
Feedback, if you rate or comment on your report.
Technical data: your IP address (to prevent abuse and limit repeated requests) and a session cookie (to protect forms against forgery). We don't use advertising or analytics cookies.

How we use it

To generate your assessment report, PDF and email.
To process payment and issue your invoice.
To improve the tool. We review feedback and reports to improve question and report quality. A short summary from a highly rated report may be used, internally, as a style reference when generating other reports in the same industry. It is never shown to other users.
To follow up with you. We may get in touch about your report and how Informd could help you act on it. If you'd rather not hear from us, reply to any message or email editor@informd.co.uk and we'll stop.

Under UK GDPR, we rely on two lawful bases: providing the service you've asked for (contract), and our legitimate interest in running, securing and improving the tool and following up on assessments.

Who processes it for us

We use these providers to run the service. They process data only on our instructions:

Google (Gemini API, paid tier): analyses your website and answers to generate questions and your report. Under Google's paid-tier terms, your content isn't used to train or improve Google's products.
IONOS: hosts the application and database in the UK, and sends report emails.
Stripe: payments and invoicing.
Cloudflare (Turnstile): spam and bot protection on the start form.

Some of these providers may process data outside the UK, under appropriate safeguards such as the UK International Data Transfer Addendum.

How long we keep it

We keep your assessment so you can come back to your report. You can ask us to delete it at any time by emailing editor@informd.co.uk, and we'll do so within 30 days. Payment and invoice records are the exception: we have to keep those for 6 years to meet UK tax requirements.

Your rights

You can ask to see, correct or delete the information we hold about you, or object to how we use it. Email editor@informd.co.uk and quote your report's submission ID if you have it. If you're unhappy with how we've handled your data, you can complain to the Information Commissioner's Office.

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