Privacy
Policy

We may, from time to time, update your records to reflect any changes to your personal information.

This information may come directly from you, or it may come from a third party that we consider is legitimate and trustworthy — and in circumstances where it is appropriate and where you will have had a clear expectation that your details would be passed on for this purpose.

We may also combine the information you provide us with information we collect from trusted third parties and partners such as business partners, sub-contractors, advertising networks, analytics providers and search information providers, as well as publicly available sources.

Cookies are small files that a website stores in your browser. We use them, and similar technologies, for three things:

• Making the site work — for example, remembering your cookie choices. These are always on.
• Understanding how the site is used — Google Analytics shows us which pages are visited and how people find us, so that we can improve the site.
• Advertising — tools including Google Ads, Meta and Adsmurai measure how our adverts perform, and can show our adverts to people who have visited the site (see “Remarketing” below).

Our cookie banner asks which of these you are happy with, and we only use analytics and advertising cookies if you allow them. You can change your mind at any time by clearing this site’s cookies in your browser, which brings the banner back, or by blocking cookies in your browser’s settings.

These tools may also record your IP address (in simple terms, a number that identifies a specific computer or other internet device) and an approximate location worked out from it.

We use information held about you in the following ways:

• To analyse and improve the user experience on our website. This means we can provide you with the most user-friendly navigation experience we can, which may involve providing your information to third parties.
• To provide you with information (such as our latest projects) on services or products you’ve requested, or which we feel may interest you, because we have a “legitimate interest” in doing so. A legitimate interest may arise, for example, where we have been given a business card but do not have your express consent, or where you have purchased a similar product from us and we therefore have an existing business-to-business relationship with you.
• To carry out our obligations arising from any contracts entered into between you and us.
• To allow you to participate in interactive features of our service when you choose to do so — e.g. downloading a document from our website.
• To carry out necessary maintenance to our IT infrastructure.
• To notify you about changes to our service.

We may also use social media and may wish to process any comments made public by you.

• To use your IP address to identify relevant information. This may include information such as your approximate location. It also helps us to block disruptive use, or establish information like the number of visits to the website from different geographical areas.
• To make our marketing campaigns more targeted and relevant.
• To process personal information and/or provide this to a third party for the purposes of profiling and understanding who visits our site. This could be analysing demographics to inform our campaign and marketing strategies.
• To match information collected from you through different means or at different times. That could include using information collected online and offline, along with information obtained from other sources — including third parties and publicly available sources — to ensure that the information we hold about you is up to date and accurate.

When you subscribe to The Merchant, our monthly publication, we collect your email address and — if you choose to give them — your first and last name, along with the date you subscribed and the page you subscribed from. We process this on the basis of your consent: you gave it by filling in the signup form, and you can withdraw it at any time.

What you’ll receive. One issue a month, and nothing else. We don’t use the subscriber list for any other purpose, and we never sell or rent it.

Unsubscribing. Every issue carries an unsubscribe link that works in one click, without logging in. You can also email us at growth@wearelifeblood.com. When you unsubscribe we keep a minimal record (your email address and the date) so we can make sure we never email you again by mistake; everything else is no longer used.

What we measure. We count how many readers open each issue and click its links as anonymous totals per issue. We do not track which individual reader opened or clicked.

Who processes it. Your subscriber record — name, email, when and where you signed up — is held in Keap (our CRM). Delivery is handled by Resend (email infrastructure), the send log by Supabase (our database) and hosting by Vercel — each acting under a data-processing agreement. Where a provider processes data outside the UK, transfers are covered by recognised safeguards such as the UK Addendum to the EU Standard Contractual Clauses.

Retention. We keep your details while you’re subscribed. After you unsubscribe, only the minimal suppression record described above is retained.

You can complain to the Information Commissioner’s Office (ico.org.uk) if you believe we’ve mishandled your data — though we’d rather you told us first so we can put it right.

Under UK data protection law (the UK GDPR and the Data Protection Act 2018), your rights are:

• The right to be informed — we must make available this privacy notice, with the emphasis on transparency over how we process your data.
• The right of access — you are entitled to find out what details we may hold about you, and why.
• The right to rectification — we are obliged to correct or update your details.
• The right to erasure — you can ask us to delete the personal data we hold about you, and we will unless we have a legal reason to keep it.
• The right to restrict processing — you have the right to ‘block’ or suppress the processing by us of your personal data.
• The right to data portability — you have the right to obtain and reuse the personal data that you have provided to us.
• The right to object — you have the right to object to us processing your data in relation to direct marketing and/or profiling.
• Rights in relation to automated decision making and profiling — we do not use automated decision making or processing.

To use any of these rights, email us at growth@wearelifeblood.com. We will reply within one month.

We do not intend to keep your information for longer than necessary in relation to the purposes for which it was originally collected, or for which it was further processed, subject to certain legal obligations mentioned below.

We will retain personal data in accordance with our data retention policy, set out below. We review our data retention periods for personal information on a regular basis. We hold personal information relating to:

• Services that you have acquired from us, for 12 years since the date of your last contract with us — this is because of the indemnity insurance policies for our services.
• Requests for a proposal or discovery call, for 5 years since the date of your last request.
• Subscribing to a newsletter — you can unsubscribe at any time.

The law allows you to withdraw your consent to any particular usage of your data at any time, without needing to specify a reason. You can withdraw your consent by emailing us at growth@wearelifeblood.com or calling us on 01736 780600.

We will not rent or sell your personal information to other organisations for use by them in any way, including in their own direct marketing activities.

However, we may pass on your information to external service providers to contact you on our behalf. For example, we may pass on your personal information to market research companies to conduct research on our behalf.

We may ask external service providers to carry out tracking and analysis on our behalf, as described in the cookies section above.

We also rely on a small number of providers to run the business: Supabase (our database), Vercel (website hosting), Formspree (website forms), Resend (email delivery), Keap (our CRM), Slack (internal messaging) and OpenRouter (which runs the Corineus demo chat — please don’t type personal details into it). Each handles your information only to provide that service to us.

We may pass on your personal information to online advertising tools — including Facebook Custom Audiences, Google Ads Customer Match and Google Analytics — to carry out ‘remarketing activities’ if you’ve already visited our website. We can direct you back to our website through ads shown on sites across the internet by third-party vendors, including Google and Facebook.

These third-party vendors may use cookies to serve these ads based on your past visits to our website. You can opt out of a third-party vendor’s use of cookies by visiting the Network Advertising Initiative’s opt-out page.

We may disclose your personal information to third parties if we are legally obliged to.

This website may include links to other websites not owned or managed by Lifeblood. Whilst we try our best to only link to reputable websites, we cannot be held responsible for the privacy of data collected by sites not managed by Lifeblood, nor can we accept responsibility or liability for those policies. For this reason, you should consult the privacy policy on any external website you link to before you submit any data to those websites.

If you post or send any content that we believe to be inappropriate, or content in breach of any laws — such as defamatory content — we may use your personal information to inform relevant third parties, such as your internet provider or law enforcement agencies.

Our own records — client details and the decks we make for you — are held in a database in the European Union, which the UK treats as providing adequate protection. Enquiries sent through the website are not kept in that database; they reach us by email, Slack and our CRM. Some of the providers we rely on, for website hosting, website forms, email, our CRM and internal messaging, process data in the United States. Where personal data leaves the UK, it is covered by recognised safeguards such as the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses.

We have taken all steps reasonably necessary to make sure that your data is treated securely and in accordance with this privacy policy. We have done our best to protect your personal data and ensured that it will be held in compliance with UK data protection law. Unfortunately, the transmission of information via the internet is never 100% secure and we cannot guarantee the security of your data transmitted to our website — any such transmission is at your own risk.

In cases where we use external websites provided by other organisations, such as X, YouTube or Facebook, we would ask you to consult their privacy policies.

We keep our privacy notice under regular review, and changes may be made to it from time to time. The current version of our privacy notice will always be posted on our website so that you are aware of its contents.

You have the right to complain about the processing of your personal information. Please contact us by emailing growth@wearelifeblood.com or calling us on 01736 780600.

If you are still dissatisfied, you have the right to complain to the Information Commissioner’s Office at www.ico.org.uk.