Last updated: 26 October 2026

Privacy Policy

1. Who we are

eflect is the trading name of Joe Maloney, a sole trader based at 29a Carwood Road, Stockport, SK7 3LR (“eflect”, “we”, “us”). We build AI chat assistants for business websites. You can contact us at contact@eflect.co.uk or on 0161 987 4043.

2. Two roles: when we are responsible for your data, and when we are not

  • When you use this website, contact us, request a demo or become a customer, we are the “controller” of your personal data. This policy covers that.

  • When an eflect assistant is installed on a customer’s website, the customer decides what the assistant is for, and we process chat data on their behalf as their “processor” under a written agreement. In that case the customer’s own privacy notice applies, and you should contact the customer about your data.

3. What we collect and why

  • Enquiry and demo forms: your name, business name, email address, website address and any message you send. We use this to reply to you, build a demo and discuss our services. Legal basis: legitimate interests (running our business and answering enquiries) and, if you become a customer, performing a contract.

  • Website builder form: the above, plus your phone number and the business details you give us, used to prepare your website brief.

  • Chat with the eflect assistant on this website: the messages you type and a technical session identifier, which is kept in your browser so your conversation continues. We use them to answer you and to improve the assistant. Please do not type sensitive personal information into the chat.

  • Emails, calls and meetings: what you tell us, used to deliver and support our service.

  • Website usage: we use Framer’s built-in analytics, which counts visits without using cookies. It gives us general information such as pages viewed, country and device type.

  • Business contact details for outreach: we may email business contacts about our services using their business email address, based on legitimate interests. Every message includes a way to opt out, and we stop immediately when asked.

We do not collect payment card details through this website.

4. Who we share data with

We do not sell your data. We use trusted providers to run our service, and they process data on our instructions:

  • OpenAI (AI language processing)

  • Supabase (database)

  • n8n (workflow automation)

  • DigitalOcean (hosting and file delivery, London region)

  • Firecrawl (reading publicly available website content)

  • Framer (website hosting and analytics)

  • Zoho (email)

  • Notion (tracking our own business contacts and enquiries)

5. Transfers outside the UK

Some of these providers process data in the United States or other countries. Where this happens we rely on safeguards recognised under UK law, such as the UK-US data bridge or standard contractual clauses.

6. How long we keep data

  • Enquiry and customer records: for as long as we are in contact with you, then for up to 24 months, unless we need to keep them longer for legal or accounting reasons.

  • Chat messages: for the period set for each customer, normally 90 days, then deleted.

7. Cookies

This website does not use cookies for tracking or advertising. Our analytics do not use cookies. The chat assistant stores a session identifier in your browser, which is needed for it to work and is not used to track you.

8. Your rights

You can ask us to access, correct or delete your personal data, to restrict or object to how we use it, and to withdraw consent where we rely on it. Email contact@eflect.co.uk and we will reply within one month. If you are unhappy with how we handle your data, you can complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.

9. Security

We use access controls, encryption in transit and restricted access to protect data. No online service is completely secure, and we cannot guarantee absolute security.

10. Children

Our website is for businesses and is not aimed at children. If a school uses an eflect assistant, the school is responsible for how it is used with pupils and parents, and the assistant is not connected to pupil records.

11. Changes

We may update this policy. The date at the top shows when it was last changed.

12. Contact

eflect, 29a Carwood Road, Stockport, SK7 3LR, contact@eflect.co.uk, 0161 987 4043.