Who we are
Acuity is a trading name of Effective Edge Group Ltd, registered in England and Wales, company number 16920005. Our registered and operating address is 17 Rothermead, Petworth, England, GU28 0EW.
We are the controller of personal information used for the website and commercial activities described here. Email contact@acuitysystems.io, or write to the address above, to ask a privacy question, exercise a right or complain.
Scope and information collected
This notice covers visits to acuitysystems.io, inquiries, Clarity Guide requests, optional subscriptions, order requests and customer-business correspondence. A named work email can be personal information. Our website is intended for business decision-makers.
Information about participants, their responses and evidence, workspace activity and customer findings requires separate product privacy information and contractual arrangements. This notice does not authorize cross-customer benchmarking, publication of participant material or general-purpose AI training using customer data. Do not send sensitive personal information, participant responses or confidential customer evidence through public website forms.
Most information comes from you through forms and correspondence. We may also receive business contact details from a colleague or person introducing you to us. We use these for the stated relationship, not as automatic marketing permission. Where required, we provide privacy information within one month, or earlier when we first communicate with you or disclose the information.
When your browser requests pages, forms or files, providers receive technical information such as your IP address, requested address and browser details; your browser may also send a referrer. The Cookie Notice explains the separate hosting, security, preference and measurement technologies.
Using a form is voluntary. Required markings identify information needed to use that form, not a general legal duty to provide it. Without enough information we may be unable to respond or progress the request. Optional fields may be left blank. You can contact us directly by email instead. Marketing consent is not required for an inquiry, guide or order request.
Purposes and legal bases
Inquiries: we use your contact details, organization and message to respond and manage the conversation. We rely on our legitimate interest in answering business requests and keeping relevant correspondence.
Guide requests: we use first name, last name, email and the requested guide to provide access and answer delivery questions. Delivery is through a download page after submission. We rely on our legitimate interest in fulfilling the request and managing the related contact. Requesting a guide does not subscribe you to marketing.
Guides and insights subscriptions: if you opt in, we use your name, email and subscription record to send new Acuity Clarity Guides and insights. We rely on consent and retain evidence of the choice, its timing, source and wording. Unsubscribe in any marketing email or contact us. We keep the minimum preference evidence needed to respect your choice and demonstrate how we handled it, relying on legitimate interests and applicable legal obligations.
Order requests: required information comprises the organization’s legal name, website and country; buyer’s first and last name, work email and job title; requested license, currency, preferred timing and acknowledgment. Purchase-order reference, billing-contact email and notes are optional. HubSpot stores the submitted request and sends a notification to our Acuity business inbox. We use legitimate interests to review a request made on behalf of a business. If you personally would be the contracting customer, we use information necessary for steps you request before a contract, or to perform it. A contract with an employer does not itself supply that basis for an employee’s information.
Customer administration and eligibility: we use relevant business details, agreements, invoices and correspondence to administer the relationship. Depending on the activity, we rely on legitimate interests, contract necessity where you are the contracting party, and legal obligations for required records or checks. Any business or sanctions screening uses only information relevant to the proposed relationship and the applicable requirement. Acceptance is reviewed by an Acuity team member, not determined solely by an automated system.
Website operation and security: we use technical information to deliver content, investigate faults and protect against misuse, relying on our legitimate interest in a reliable and secure website. Optional HubSpot analytics uses consent. We also use Framer’s basic website statistics to understand which pages are useful and improve the site. Framer describes this service as using no analytics cookies or persistent visitor identifiers. To the extent personal information is used to produce these statistics, we rely on our legitimate interest in understanding and improving website use. You can object by contacting our privacy contact. Framer’s statistics are separate from optional HubSpot analytics and are not switched off by the HubSpot cookie controls.
Rights, complaints and legal matters: we use proportionate verification details and relevant records to respond to you, meet applicable legal obligations and, where appropriate, establish, exercise or defend legal claims.
We do not treat an order request as payment, an accepted order, reserved capacity or an activated license. We do not make solely automated decisions with legal or similarly significant effects using public website information.
Suppliers, access and international processing
Framer hosts the website and downloadable guide files. HubSpot handles the inquiry, guide, subscription and order forms, submitted records, email subscription choices, cookie controls and enabled analytics. Google Workspace handles Acuity business email, including notifications and correspondence. Forms use Google reCAPTCHA for spam protection, and HubSpot services use Cloudflare security functions.
We retain HubSpot’s company-name enrichment to help keep company records accurate using company/domain information. This is distinct from ordinary CRM processing: some enrichment processing involves HubSpot Inc as an independent controller under its applicable terms. We have turned off HubSpot AI model training and Intent data access; that does not mean every use of AI or every other data-processing feature is disabled.
Relevant information may also be provided to professional advisers or authorities where necessary for advice, legal obligations or claims. Access is limited to the relevant purpose. Website or sales CRM records are not a repository for participant responses or customer findings. Any identifiable working exports remain subject to the same access, correction and retention rules as the source records.
HubSpot’s account is EU-hosted and covered Google Workspace data has a Europe storage-region setting. These settings do not mean all processing or support remains in Europe. Suppliers and subprocessors may process information in other countries, including the United States. Applicable arrangements include adequacy decisions and, where required, contractual safeguards such as standard contractual clauses with the UK Addendum. Contact our privacy contact for information about relevant transfer safeguards or how to obtain a copy. Framer’s supplier arrangements also include international infrastructure and processing; we do not promise UK-only hosting.
Retention and deletion
We distinguish the business reason to retain a record from a supplier’s backup or technical-log lifetime.
We keep inquiry and guide-request records while needed to handle your request, maintain an ongoing business relationship or follow up an active discussion. We review these records at least annually and delete or anonymize information that is no longer needed.
Unaccepted order requests are normally kept for 12 months after closure or the last substantive interaction, whichever is later.
Active subscription details are kept while you subscribe. Inactive subscriptions are reviewed after 24 months and removed unless there is a documented continuing reason. Email receipt alone does not prove engagement.
Marketing consent evidence is normally kept during the subscription and for up to three years afterwards, subject to a relevant complaint or legal requirement. Minimal suppression records are kept as long as necessary to prevent unwanted marketing; they are not a marketing list.
Necessary contract and claim records are normally kept for six years after the relationship or relevant matter ends, subject to applicable limitation periods and disputes. Company accounting and tax records are normally kept for six years from the end of the relevant company financial year, or longer where required.
Completed privacy-request and complaint records are normally kept for three years after closure, limited to what is needed to evidence the response and address related issues.
Operational delivery, security and hosting records are retained for the period needed to deliver the service, diagnose faults, prevent abuse and meet applicable legal requirements. Relevant criteria include the record’s purpose, whether an incident or investigation is open, supplier deletion/recovery arrangements and whether non-identifying information is sufficient. We do not treat these technical records as indefinite prospect history. Browser-storage durations are listed separately in the Cookie Notice.
Information may remain temporarily in restricted recovery copies after removal from active use. Supplier schedules and legal exceptions differ; deletion from a live record is not a promise of immediate erasure from every backup. We seek deletion through the relevant service and address any restored information that is no longer justified. If a dispute, investigation or legal obligation requires preservation, only the relevant information is retained for that purpose. Removing a name alone does not necessarily make information anonymous.
Rights and complaints
Depending on the circumstances, you may request access, correction, deletion, restriction or a portable copy of information you provided. Some rights are subject to exceptions or depend on the legal basis.
You may object to direct marketing at any time, including related profiling. We will stop that use. Unsubscribe using the email link or email contact@acuitysystems.io. Necessary replies and service messages remain separate from marketing.
You may object to other processing based on legitimate interests on grounds relating to your situation. We will consider the objection and stop unless there is a lawful reason to continue. Where we rely on consent, you can withdraw it at any time without affecting earlier lawful processing. Email subscription and cookie choices are separate.
Contact us by email or post. We may seek proportionate information to verify identity or clarify a request. We normally respond without undue delay and within one month; if a lawful extension or adjustment applies, we will explain it. Requests are normally free, subject to lawful exceptions.
For a complaint, tell us what happened and what you would like us to do. We will acknowledge it within 30 days, investigate appropriately, keep you informed and communicate the outcome without undue delay. A rights request within a complaint retains its own timetable. You can also complain to the Information Commissioner’s Office, or another competent data-protection authority where applicable. Contacting us does not remove that right.
We update this notice when activities or requirements change, show its effective date, and draw attention to material changes before new uses begin, obtaining fresh consent where needed.