Privacy Policy

Apex Automate — Privacy & Cookie Policy

Last updated: 1 July 2026

1. Who We Are

This Privacy Policy is issued by:

Apex Automate Ltd Company Number: 15803753 Registered Office: 20 Bentalls Shopping Centre, Colchester Road, Maldon, Essex, United Kingdom, CM9 4GD Registered in: England & Wales

Apex Automate Ltd is the Data Controller for the personal data described in this policy. Where we process data on behalf of our clients (for example, running a client's CRM or AI receptionist), we act as a Data Processor for that data, and our client is the Controller — their own privacy policy applies to that end-customer data.

This policy applies to:

Our website(s), including apexautomate.io and apexautomate.us

Our sales, onboarding, and client communications

Our own marketing activity (email, SMS, calls, social media)

2. Your privacy matters to us

We only collect personal information when we genuinely need it to provide our services, respond to an enquiry, or run our business. We collect it fairly and lawfully, with your knowledge, and we explain why we're collecting it and how it's used.

We retain personal data only for as long as necessary, and we protect it using commercially reasonable technical and organisational measures against loss, theft, unauthorised access, disclosure, copying, misuse, or alteration.

We do not sell personal data, and we do not share it publicly or with third parties except as set out in this policy or where required by law.

3. The Data We Collect

We collect the following categories of personal data, depending on how you interact with us:

3.1 Enquiry & Lead Data

When you submit a form, use our website chat widget, message us, or call us, we may collect:

Full name

Phone number

Email address

Business name and industry

Job/service details, postcode, or project description

Marketing preferences (e.g. whether you've opted in to SMS/email updates)

3.2 Client & Contract Data

Where you become a client, we additionally hold:

Billing and invoicing details

Contract/proposal references and correspondence

Access credentials and integration details required to deliver services (e.g. domain, DNS, or platform access you grant us)

We do not store full payment card numbers. Card payments are processed directly by our payment processors (Stripe and/or PayPal), who each act as independent Data Controllers for that transaction data under their own privacy policies.

3.3 Calls, Chats & AI Interactions

Where our website, phone number, or a client's AI receptionist/chatbot built by us is used to take an enquiry, we (or our clients, where we act as processor) may collect:

Call recordings and AI-generated transcripts/summaries

SMS and web-chat conversation logs

Voice-to-text data processed to answer, qualify, or route your enquiry

Where legally required, callers are notified that calls may be recorded and/or handled by an AI system.

3.4 Website & Technical Data

When you visit our website, we automatically collect:

IP address

Browser type and device information

Pages visited, time on site, referral source

Cookie and analytics identifiers (see Section 6)

3.5 Prospecting Data

As part of outbound sales activity, we may source and process publicly available business contact data (e.g. business name, role, work email, company website) via enrichment and outreach tools, for the purpose of legitimate B2B marketing. You can opt out of this at any time (see Section 8).

4. How We Use Your Data

We use personal data to:

Respond to enquiries and provide quotes/audits

Deliver, configure, and support the systems we build for clients (websites, CRM, automations, AI agents)

Process payments and manage contracts

Send service-related communications (onboarding, support, invoices)

Send marketing communications, where you have consented or where permitted under legitimate interests for B2B contacts (you can opt out at any time)

Improve our website and services through aggregated analytics

Meet legal, accounting, and regulatory obligations

Legal bases we rely on (UK GDPR): consent, performance of a contract, legitimate interests, and legal obligation.

5. Who We Share Data With

We share personal data only where necessary, with the following categories of third party:

Purpose Provider(s) CRM, automation, AI chat/voice agents GoHighLevel Workflow automation / integrations n8n, Supabase, Zapier Website hosting & apps Lovable.dev, Vercel Payments Stripe, PayPal Email & outreach Instantly.ai, Google Workspace Contact enrichment AnyMailFinder and similar providers Analytics Google Analytics / equivalent AI processing (chat, voice, content) Anthropic, OpenAI, VAPI, or equivalent AI infrastructure providers

These providers are contractually required to protect your data and only process it for the purposes we specify. Some of these providers may process data outside the UK/EEA (e.g. in the United States); where this happens, we rely on appropriate safeguards such as Standard Contractual Clauses or the provider's equivalent certified transfer mechanism.

We do not sell personal data to third parties, and we only disclose it beyond the above where required by law (e.g. to regulators or law enforcement).

6. Cookies

What are cookies?

Cookies are small text files stored on your device when you visit our website. They help the site function, remember your preferences, and let us understand how visitors use it.

Session cookies — temporary, deleted when you close your browser.

Persistent cookies — remain on your device until they expire or are deleted, to keep your preferences across visits.

First-party cookies — set by our website directly.

Third-party cookies — set by services we use (e.g. analytics, social platforms).

Categories of cookies we use

Necessary cookies — required for core site functionality (e.g. remembering a logged-in session).

Functionality cookies — remember your preferences and choices on our site.

Analytical cookies — help us understand aggregated visitor behaviour to improve the site. These do not identify you personally.

Social media cookies — set by third-party platforms (e.g. Facebook, LinkedIn, Instagram) when you interact with embedded content, and used for event tracking/remarketing in line with those platforms' own privacy policies.

Your cookie choices

You can manage or delete cookies through your browser settings at any time. Blocking cookies may affect certain site features. Where legally required, we display a cookie consent banner on first visit allowing you to accept or decline non-essential cookies.

7. Data Retention

We keep personal data only as long as necessary for the purpose it was collected:

Enquiry/lead data (no resulting engagement): up to 24 months, then deleted or anonymised

Client contract & billing data: for the duration of the relationship plus 6 years, in line with UK tax/accounting record-keeping requirements

Call recordings/transcripts: retained per the applicable client or service agreement, typically no longer than 12 months unless needed for dispute resolution or service improvement

Marketing consent records: retained until you opt out, plus a record of that opt-out

8. Your Rights

Under UK GDPR, you have the right to:

Access the personal data we hold about you

Correct inaccurate or incomplete data

Erase your data ("right to be forgotten"), where applicable

Restrict or object to certain processing

Data portability — receive your data in a portable format

Withdraw consent at any time, where processing is based on consent

Opt out of marketing at any time (every marketing email/SMS includes an unsubscribe option, or you can email us directly)

Complain to the UK Information Commissioner's Office (ICO) at ico.org.uk if you believe we have not handled your data properly

To exercise any of these rights, contact us using the details in Section 10.

9. Children

Our services are intended for businesses and adults. We do not knowingly collect personal data from anyone under 18. If you believe a child has provided us with personal data, please contact us and we will remove it.

10. Contact Us

If you have questions about this policy, want to exercise a data right, or wish to raise a concern:

Apex Automate Ltd Company Number: 15803753 Registered Office: 20 Bentalls Shopping Centre, Colchester Road, Maldon, Essex, United Kingdom, CM9 4GD

Email: [email protected] Website: apexautomate.io

11. Changes to This Policy

We may update this policy from time to time to reflect changes in our practices or legal requirements. The "Last updated" date at the top of this page will always show the current version. Continued use of our website or services after changes are posted constitutes acceptance of the updated policy.

12. Acceptance

By using our website or services, you acknowledge that you have read and understood this policy and agree to its terms. If you do not agree, please do not use our website or services.