Last updated: 26 October 2026

Terms & Conditions


These terms apply to the use of this website and to eflect services supplied to businesses. They do not apply to consumers.

1. Who we are

eflect is the trading name of Joe Maloney, a sole trader, 29a Carwood Road, Stockport, SK7 3LR, contact@eflect.co.uk. “You” means the business receiving our services.

2. Our service

We build, install and support an AI chat assistant for your website, trained on information you publish or give us, as described in our proposal or order. We may offer related services, such as website builds, under a separate written agreement.

3. Free trial

Unless we agree otherwise in writing, your first month is free. During the trial either of us may stop at any time by email. If you want to continue after the trial, we will confirm the fees below in writing. Nothing is charged for the trial, and nothing continues automatically without your agreement.

4. Fees and payment

Fees are the setup fee and monthly fee set out in our proposal or order. We are not currently VAT registered. If that changes, VAT will be added where it applies. We invoice monthly in advance, and payment is by bank transfer unless we agree otherwise. Invoices are due within 14 days. We may suspend the service if an invoice is more than 14 days overdue.

5. Term and cancelling

After the trial the service runs month to month. Either of us can end it by giving 30 days’ written notice (email is fine). The setup fee is not refundable once the assistant has gone live. We will not charge for any period after the end of your notice.

6. Your responsibilities

You confirm that:

  • you have the right to let us use the website content and other material you give us;

  • the information you give us is accurate, and you will tell us when it changes;

  • you will test the assistant before launch and tell us what to correct;

  • your website’s privacy notice tells visitors that an AI assistant is used and how their data is handled; and

  • you will not use the service for anything unlawful or to give advice that should come from a qualified professional.

7. AI answers

The assistant gives AI-generated answers. They can be wrong or out of date, even when trained on your content. The assistant is not a substitute for professional, legal, medical, financial or safeguarding advice, and must not be used as the route for reporting urgent or safeguarding concerns. You remain responsible for how you use the assistant and for any decisions made from its answers. We will fix errors you report to us within a reasonable time.

8. Data protection

Where the assistant handles personal data from your website visitors, you are the controller and we are your processor. We will process that data only on your instructions, keep it secure, use only the providers listed in our Privacy Policy, delete or return it when the agreement ends, and help you respond to data requests. We will sign a data processing agreement on request.

9. Intellectual property

We own the eflect software, tools and branding. You keep ownership of your own content and brand. You give us permission to use your content only to provide the service to you.

10. Availability

We aim to keep the service running but do not promise it will always be available or error-free. Third-party services we depend on may occasionally be unavailable.

11. Liability

Nothing in these terms limits liability for death or personal injury caused by negligence, for fraud, or for anything else the law does not allow us to limit. Otherwise: we are not liable for loss of profit, revenue, business or data, or for indirect or consequential loss; and our total liability to you in any 12-month period is limited to the fees you paid us in that period.

12. Ending the agreement

Either of us may end the agreement immediately by written notice if the other seriously breaches these terms and does not fix the problem within 14 days of being asked to. When the agreement ends we will remove the assistant from your site (or you can remove it), and delete your data within 30 days unless the law requires us to keep it.

13. Changes

We may update these terms. We will tell existing customers by email before a change affects them, and you may end the agreement if you do not accept it.

14. Governing law

These terms are governed by the law of England and Wales, and the courts of England and Wales have jurisdiction.

15. Contact

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