Frthst AI

Privacy

Last updated May 3, 2025

This Privacy Policy describes how Frthst AI (“we,” “us,” or “our”) collects, uses, and shares personal data when you use our website, particularly in relation to our contact form and newsletter sign-ups. We are committed to protecting your privacy and complying with the UK General Data Protection Regulation (UK GDPR).

1. Who We Are

Frthst AI is a consultancy based in Norwich, England, United Kingdom.

2. What Personal Data We Collect

We may collect the following personal data from you:

  • Contact Form: Your name, email address, and any other information you choose to provide in the message field.
  • Newsletter Sign-ups: Your email address and potentially your name if you provide it.

3. How We Use Your Personal Data

We will use your personal data for the following purposes:

  • To respond to your inquiries and requests (Contact Form): We will use your contact information to communicate with you and address the questions or information you have submitted.
  • To provide you with information about our services (Contact Form): If your inquiry relates to our services, we may use your contact details to provide you with relevant information.
  • For record-keeping and to understand trends in our target audience (Contact Form): We may keep a record of your inquiries and our responses for administrative purposes and to help us analyse trends in the types of organisations and individuals interested in our services. This analysis helps us refine our marketing and business development efforts and may involve the use of aggregated or pseudonymised data.
  • To send you our newsletter (Newsletter Sign-ups): If you subscribe to our newsletter, we will use your email address to send you updates, news, and promotional materials related to1 Frthst AI.
  • To personalise our newsletter (Newsletter Sign-ups – Optional): If you provide your name, we may use it to personalise the newsletter emails we send to you.
  • To track newsletter engagement (Newsletter Sign-ups): We may use analytics to track whether you open our emails and click on links within them to understand the effectiveness of our newsletter and improve its content.

4. Legal Basis for Processing

Our legal basis for processing your personal data is:

  • Legitimate Interests (Contact Form): We have a legitimate interest in responding to your inquiries, providing information about our services, and understanding the interests of potential clients to inform our business development. We have balanced our interests against your rights and freedoms and believe this processing is necessary for these purposes.
  • Consent (Newsletter Sign-ups): When you sign up for our newsletter, you provide your explicit consent for us to process your email address (and name, if provided) for the purpose of sending you our newsletter. You have the right to withdraw your consent at any time.

5. How We Share Your Personal Data

We will not share your personal data with third parties unless it is necessary to fulfill your request, provide our services, or as required by law. For example, we may share your data with:

  • Service providers: If we use third-party service providers for email marketing or to help us manage communications, they may have access to your personal data, but only to perform services on our behalf and under our instructions. We will ensure that these providers have adequate data protection measures in place.
  • Legal authorities: We may disclose your personal data if required to do so by law or in response to a valid legal request.

6. How Long We Keep Your Personal Data

  • Contact Form: We will generally retain personal data collected through the contact form for a period of 18 months from the date of your inquiry. We believe this timeframe is reasonable for a startup to understand trends in inquiries and build a picture of our target audience while also adhering to the principle of not keeping data longer than necessary. After this period, we will either anonymise the data or securely delete it, unless there is an ongoing legitimate business need to retain it (e.g., an active client relationship).
  • Newsletter Sign-ups: We will retain your email address for as long as you are subscribed to our newsletter. If you unsubscribe, we will promptly remove your email address from our mailing list, although we may retain a record of your request to unsubscribe to ensure you are not contacted in the future.

7. Your Rights Under the UK GDPR

Under the UK GDPR, you have several rights regarding your personal data, including the right to:

  • Access: You have the right to request a copy of the personal data we hold about you.
  • Rectification: You have the right to ask us to correct any inaccurate or incomplete personal data we hold about you.
  • Erasure (“Right to be Forgotten”): You have the right to ask us to delete your personal data in certain circumstances.
  • Restriction of Processing: You have the right to ask us to restrict the processing of your personal data in certain circumstances.
  • Data Portability: You have the right to receive your personal data in a structured, commonly used, and machine-readable format and to transmit it to another controller.
  • Object: You have the right to object to the processing of your personal data in certain circumstances, including processing based on our legitimate interests.
  • Withdraw Consent (Newsletter Sign-ups): For newsletter sign-ups, you have the right to withdraw your consent at any time by clicking the “unsubscribe” link in our emails or by contacting us directly.
  • Lodge a Complaint: You have the right to lodge a complaint with the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection issues, if you believe that we have not complied with the UK GDPR.

8. Security of Your Personal Data

We take reasonable measures to protect your personal data from unauthorised access, use, disclosure, alteration, or destruction. These measures include: encryption, secure servers, access controls, and secure email marketing.

9. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will notify you of any significant changes by posting the new Privacy Policy on our website and updating the “Last Updated” date. For newsletter subscribers, we may also notify you directly via email in case of significant changes related to newsletter processing.

10. Contact Us

If you have any questions or concerns about this Privacy Policy or our data processing practices, please contact us via our contact page.