What information we collect, use, and why
We collect or use the following information for the operation of customer accounts and guarantees:
- Names and contact details
- Marketing preferences
We collect or use the following information for service updates or marketing purposes:
- Names and contact details
- Marketing preferences
- Records of consent, where appropriate
We collect or use the following information for research or archiving purposes:
- Names and contact details
- Records of consent, where appropriate
We collect or use the following personal information for dealing with queries, complaints or claims:
- Names and contact details
Lawful bases and data protection rights
Under UK data protection law, we must have a “lawful basis” for collecting and using your personal information. There is a list of possible lawful bases in the UK GDPR. You can find out more about lawful bases on the ICO’s website.
Which lawful basis we rely on may affect your data protection rights which are set out in brief below. You can find out more about your data protection rights and the exemptions which may apply on the ICO’s website:
Your right of access - You have the right to ask us for copies of your personal information. You can request other information such as details about where we get personal information from and who we share personal information with. There are some exemptions which means you may not receive all the information you ask for.
Your right to rectification - You have the right to ask us to correct or delete personal information you think is inaccurate or incomplete.
Your right to erasure - You have the right to ask us to delete your personal information.
Your right to restriction of processing - You have the right to ask us to limit how we can use your personal information.
Your right to object to processing - You have the right to object to the processing of your personal data.
Your right to data portability - You have the right to ask that we transfer the personal information you gave us to another organisation, or to you.
Your right to withdraw consent – When we use consent as our lawful basis you have the right to withdraw your consent at any time.
If you make a request, we must respond to you without undue delay and in any event within one month.
To make a data protection rights request, please contact us using the contact details at the top of this privacy notice.
Our lawful bases for the collection and use of your data
Our lawful bases for collecting or using personal information for the operation of customer accounts and guarantees are:
Legitimate interests – we’re collecting or using your information because it benefits you, our organisation or someone else, without causing an undue risk of harm to anyone. All of your data protection rights may apply, except the right to portability. Our legitimate interests are:
To send them personal emails regarding updates on our product, Armature. This avenue of communication will allow them to contact us to query our company/product(s) and be able to carry out insightful bidirectional discussions.
Our lawful basis for collecting or using personal information for service updates or marketing purposes is:
Consent – you have told us we can send you marketing communications by ticking the consent box on our signup or introduction form. We keep a record of the consent you gave, including when you gave it and the exact wording you agreed to. You can withdraw your consent at any time, either by using the unsubscribe link in any marketing email or by emailing us at contact@armaturelabs.co.uk. Withdrawing consent does not affect anything we did before you withdrew it. All of your data protection rights may apply.
Our lawful bases for collecting or using personal information for research or archiving purposes are:
Legitimate interests – we’re collecting or using your information because it benefits you, our organisation or someone else, without causing an undue risk of harm to anyone. All of your data protection rights may apply, except the right to portability. Our legitimate interests are:
To discover patterns of website engagement, so we can adapt it to suit the audience best.
Our lawful bases for collecting or using personal information for dealing with queries, complaints or claims are:
Legitimate interests – we’re collecting or using your information because it benefits you, our organisation or someone else, without causing an undue risk of harm. All of your data protection rights may apply, except the right to portability. Our legitimate interests are:
We want to create the best possible product for our users. Therefore, it is crucial that our users can send us queries.
Vital interests – collecting or using the information is needed when someone’s physical or mental health or wellbeing is at urgent or serious risk. This includes an urgent need for life sustaining food, water, clothing or shelter. All of your data protection rights may apply, except the right to object and the right to portability.
Where we get personal information from
Directly from you
Who we share your information with
We do not sell your personal information, and we do not share it for anyone else’s marketing. We do use a small number of service providers who process personal information on our instructions (our “processors”), under contracts that require them to keep it secure and use it only for the purposes we set:
- Brevo (Sendinblue SAS, France) – our email and contact management platform. Holds the contact details and consent records of people on our waitlist and enquiry lists, and sends the emails we ask it to send.
- Google Analytics (Google Ireland Limited) – website analytics. Only ever loaded if you accept analytics cookies. See our Cookie Policy.
- Calendly (Calendly LLC, United States) – used to schedule introduction calls. If you book a call, Calendly receives the details you give it in order to arrange the meeting.
- Vercel (Vercel Inc., United States) – hosts this website. Processes technical information such as IP addresses in server logs to deliver and secure the site.
We may also disclose personal information where we are required to do so by law, or to establish, exercise or defend legal claims.
Sending information outside the UK and the European Economic Area
Some of the providers above are based outside the UK and the European Economic Area (EEA), or may store data there. Where personal information is transferred outside the UK or the EEA, we rely on appropriate safeguards to make sure it keeps an equivalent level of protection:
- For transfers from the UK: the UK International Data Transfer Agreement, or the UK Addendum to the European Commission’s Standard Contractual Clauses.
- For transfers from the EEA: the European Commission’s Standard Contractual Clauses, and — where the provider is certified — the EU–US Data Privacy Framework and its UK Extension.
You can ask us for more detail about the safeguards that apply to a particular transfer using the contact details at the top of this notice.
How long we keep your information
We keep personal information only for as long as we need it for the purpose we collected it for, and then delete it:
- Marketing and waitlist contacts – for as long as you remain subscribed, and for up to 24 months after your last engagement with us, after which we delete the record. If you unsubscribe, we remove you promptly but keep a minimal suppression record so we do not contact you again by mistake.
- Enquiries sent through our contact form – for up to 24 months after the enquiry is resolved.
- Consent records – for as long as we rely on that consent, and for 24 months afterwards, so we can show the consent was validly given.
- Website analytics – Google Analytics data is retained for 14 months from collection.
How we keep your information secure
We use appropriate technical and organisational measures to protect personal information, including encryption in transit (HTTPS across the whole site), access controls that limit who in our team can reach contact data, and keeping credentials for our service providers out of the website’s public code. We review these measures as the business grows.
Automated decision-making
We do not use your personal information to make automated decisions that produce legal effects concerning you or similarly significantly affect you, and we do not carry out profiling of that kind.
Cookies and website analytics
This website uses cookies. Analytics cookies are only set if you accept them, and you can change or withdraw that choice at any time using the “Manage cookies” link in the footer of any page. Our Cookie Policy explains which cookies we use, what they do and how long they last.
Children
This website and our services are intended for professional and research audiences and are not directed at children. We do not knowingly collect personal information from anyone under 18. If you believe we hold information about a child, please contact us and we will delete it.
Providing your information
You are not under any statutory or contractual obligation to give us your personal information. Where a form marks a field as required, that information is simply what we need in order to respond to you or add you to the list you asked to join — if you prefer not to provide it, we will not be able to do that, but nothing else follows from your choice.
Changes to this notice
We keep this notice under review and will update it when our processing changes. The date at the top of this page shows when it was last revised. Where a change materially affects you, we will take reasonable steps to tell you.
How to complain
If you have any concerns about our use of your personal data, you can make a complaint to us using the contact details at the top of this privacy notice.
If you remain unhappy with how we’ve used your data after raising a complaint with us, you can also complain to the ICO.
The ICO’s address:
Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
Helpline number: 0303 123 1113
Website: https://www.ico.org.uk/make-a-complaint
If you are in the European Economic Area, you also have the right to complain to the data protection supervisory authority in the country where you live or work, or where you believe the problem occurred.