The Adaptiv Group Ltd, trading as Adaptiv

Last updated: June 2026

This policy explains how The Adaptiv Group Ltd, trading as Adaptiv ("Adaptiv", "we", "us" and "our"), collects and uses personal information, and the rights you have over it. The Adaptiv Group Ltd is a company registered in England and Wales under company number 17307721, with its registered office at The Lamp House, Station Road, Denby Bottles, Derbyshire, DE5 8ND. We are registered with the Information Commissioner's Office under registration number ZC235399. Please click here to view our registration certificate.

If you have any question about this policy or about your information, contact us at amit@weareadaptiv.net.

1. Two different roles

We handle personal information in two distinct ways.

For most of what we do, we decide how and why information is used, which makes us the data controller. This covers visitors to our website, people who request an analysis, people we contact about our work, and people named in the analyses we prepare. This policy describes that activity.

When a client engages us to carry out a paid diagnostic, and that work involves information about their employees, customers or contacts, the client decides how and why that information is used. The client is the controller and we act as their processor, on their instructions. That processing is governed by the data processing terms in the engagement agreement between us, not by this policy.

2. The information we collect, and where it comes from

• Information you give us when you request an analysis. Your first and last name, your role or title, your company's legal and trading name, its website, your company email address, and your company's approximate annual revenue.

• Information from booking and conversations. When you book a feedback call, scheduling details are collected through our booking provider, and we may keep notes of the feedback you share with us.

• Information you send us directly. Anything you include when you email us or use the contact options on the website.

• Information you enter into our pricing tools. Where our website offers a tool that estimates the scope and cost of an engagement, we collect the details you enter, and your contact details where you choose to provide them.

• Information collected automatically. When you visit the website we collect technical information such as your device and browser type, your IP address, and how you use the site, through cookies and similar technologies. Our cookie policy explains this and how to control it.

• Information about organisations and their leaders, collected from public sources. This is described separately at section 4.

• Business contact details of people we approach. Where we write to organisations about our work, including by post, we use business contact details taken from public sources such as company websites, Companies House and professional directories.

3. How we use your information, and our lawful basis

We use your information to:

• prepare and deliver your analysis and arrange the follow-up conversation, which we do to take the steps you have asked for and to carry out our agreement with you;

• contact you about your request and your analysis, which rests on the same basis and on our legitimate interest in responding to you;

• prepare proposals and estimates where you have asked for one, which we do to take steps at your request;

• learn from your feedback and improve our method, which rests on our legitimate interest in developing and validating the work we do;

• contact organisations about our services, which rests on our legitimate interest in promoting our business to other businesses;

• operate and protect the website, which rests on our legitimate interest in running it properly;

• meet any legal obligations that apply to us.

Where we rely on our legitimate interests, we have considered whether those interests are outweighed by your rights, and have documented that assessment. You can ask us for a summary of it, and you can object to processing based on legitimate interests at any time using the contact details above.

Where we rely on your consent, for example for certain cookies, you can withdraw it at any time.

4. Information about organisations and the people who lead them

This section explains something we think you should know about clearly, because it involves information about people who have not contacted us.

What we do. When we prepare an outside-in analysis of an organisation, whether at that organisation's request or as part of our own research, we gather information that is already publicly available about it. That information sometimes identifies individuals, most often directors and senior leaders.

Where it comes from. Company websites, Companies House and other public registers, published financial statements, press and trade coverage, professional networking sites, employer review sites, job advertisements, and other publicly accessible sources.

What it includes. Names, job titles, roles, tenure and appointment history, career background, publicly recorded statements and commentary, and observations we draw from that material about leadership and organisational patterns.

Why we do it, and our lawful basis. We rely on our legitimate interests in analysing how organisations work, in developing and validating our method, and in providing our services. We have carried out and documented an assessment weighing those interests against the rights of the individuals concerned. We use only information that is already public, we use it in a professional context rather than a personal one, we present it as external hypothesis rather than established fact, and we hold it in confidence.

Telling people directly. Where we obtain information from public sources rather than from the individual, data protection law expects us to inform them. Because we would often have no reliable way to contact each person named, and because doing so at scale would involve disproportionate effort, we make this information publicly available here instead. If you are named in one of our analyses and would like to know more, or would like us to stop, contact us.

Your right to object. If you are an individual whose information we have collected in this way, you can object to our use of it at any time. Tell us at amit@weareadaptiv.net and we will stop unless we can demonstrate compelling legitimate grounds that override your rights. In practice we will usually simply stop.

How long we keep it. Information gathered for a specific analysis is kept for as long as that analysis is live and for twelve months afterwards, then deleted or anonymised.

5. Who we share it with

We do not sell your information. We share it with the service providers who help us run Adaptiv, under agreements requiring them to protect it and to use it only on our instructions.

Provider What it does Where

Squarespace Website hosting and forms United States

Anthropic PBC AI assistance with analysis, structuring and drafting United States

Google Scheduling feedback conversations United States

Google Email and correspondence United States

Google Document storage and backup United States

We use artificial intelligence tools to help us analyse material and prepare documents. Our current provider is Anthropic PBC, whose Claude models we use. Information sent to Anthropic is retained on their systems for a limited period, currently understood to be around thirty days, and is not used to train their models. We will not use any AI provider that trains its models on information you give us.

We may also disclose information where the law requires us to, or to our professional advisers and insurers where necessary.

6. Sending information outside the UK

Some of our providers are based outside the United Kingdom, including in the United States. Where information is transferred outside the UK we rely on appropriate safeguards, such as the UK International Data Transfer Agreement, the UK Addendum to the EU standard contractual clauses, or a finding of adequacy. You can ask us for details of the safeguard applying to any particular transfer.

7. How long we keep it

Information How long we keep it

Details you give us when requesting an analysis Three years from last contact

The analysis itself and the material behind it Twelve months after delivery

Feedback and notes from conversations Three years

Client information from a paid engagement Deleted or returned within three months of the engagement ending or last contact,
whichever is later, or sooner on request

Correspondence Three years from last contact

Financial and accounting records Seven years, as required by law

Anonymised benchmark information Indefinitely, as it no longer identifies anyone

8. Anonymised information and our benchmark

We keep an anonymised benchmark to develop, calibrate and validate our method. Information in it is aggregated and stripped of identifying detail so that no individual and no organisation can be identified, directly or indirectly, whether by us or by anyone else. Once information has been anonymised in this way it is no longer personal information, and this policy does not apply to it. We will not name any organisation as a client, or publish anything specific to it, without written permission.

9. Your rights

Under data protection law you have the right to ask us to:

• give you a copy of the information we hold about you;

• correct it if it is wrong or incomplete;

• delete it;

• restrict how we use it;

• provide it to you, or to another provider, in a portable form.

You also have the right to object to processing based on our legitimate interests, including the processing described at section 4, and to object at any time to the use of your information for direct marketing, which we will always honour.

Where we rely on consent, you can withdraw it at any time. To exercise any of these rights, contact us at amit@weareadaptiv.net. We will respond within one month.

You also have the right to complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113, though we would welcome the chance to resolve any concern with you first.

10. Cookies

The website uses cookies and similar technologies. Cookies that are not strictly necessary for the site to work are only set with your consent, which you give or refuse when you first visit and can change at any time. Our cookie policy explains what we use and how to control it.

11. How we protect your information

We take appropriate technical and organisational measures to protect your information against loss, misuse and unauthorised access, including encryption, restricted access, and multi-factor authentication on the systems that hold it. No method of sending or storing information is completely secure, but we work to keep your information safe and to limit who can see it.

12. Changes to this policy

We may update this policy as Adaptiv develops. We will post the current version on this page and update the date at the top. Where a change materially affects how we use your information, we will tell you directly where we reasonably can.

13. Contact us

For any question about this policy or your information, contact us at amit@weareadaptiv.net. The Adaptiv Group Ltd, trading as Adaptiv. Company number 17307721, registered in England and Wales.