The Adaptiv Group Ltd, trading as Adaptiv

Last updated: September 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. Our role in handling personal information

Adaptiv acts as a data controller where we decide why and how personal information is used. This includes handling website enquiries, managing client relationships, administering our business and carrying out research or analysis where we determine the purposes and means of processing.

For some engagements, we may process personal information solely on a client’s documented instructions. In those circumstances, the client is the controller and Adaptiv acts as its processor. Our responsibilities are then set out in the data processing terms agreed with that client.

We assess our role for the activities involved in each engagement and agree the relevant responsibilities before processing begins.

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

• Information you give us when you enquire. Your name, email address, the service that interests you and any information you choose to provide about your role, company, the business you would like us to analyse, your commercial question and your timing.

  Information from scoping, fact-finding and working sessions. Scheduling details, correspondence, notes of our conversations and information you provide to help us understand the agreed commercial question.

  Information provided during an engagement. The evidence agreed for the work may include business records, financial or operational information, and relevant information about employees, customers or other business contacts. We agree what is needed and how it should be shared before collecting it.

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

• 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:

• Responding to enquiries and preparing proposals. Where you are personally entering into a contract with us, we process information as necessary to take steps at your request before entering that contract. Where you represent an organisation, we rely on our legitimate interests in responding to business enquiries and arranging services.

• Delivering and administering engagements. Where you are personally our client, we rely on the performance of our contract with you. Where our client is an organisation, we rely on our legitimate interests in delivering the agreed service and managing that business relationship. Processing carried out solely on a client’s instructions is governed by the agreed data processing terms.

• Research, analysis and improvement of our methods. Where we act as controller, we rely on our legitimate interests in understanding organisational performance and improving our services, subject to assessing necessity and the effects on individuals. Section 4 explains our use of public-source information.

• Business development. We use relevant business contact information for our legitimate interests in promoting our services, subject to applicable marketing rules and any consent requirements. You can ask us to stop direct marketing at any time.

• Operating and protecting the website. We rely on our legitimate interests in running a secure and effective website. Where we use optional analytics cookies, we seek your consent as explained in our Cookie Policy.

• Meeting legal obligations. We process information where necessary to comply with obligations that apply to our business.

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. We use relevant publicly available information to analyse businesses, including a client’s own business, a potential investment or a named competitor, and to carry out our own research. This information may identify individuals, such as directors and senior leaders. We focus on information relevant to their professional roles and the purpose of the analysis.

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 about our use of their information. Where we obtain personal information from another source, we provide the privacy information required by data protection law within the applicable timeframe, unless a relevant exception applies. We assess and document any exception we rely on, including any claim that providing individual notices would involve disproportionate effort. Where an exception applies, we take appropriate steps to protect individuals’ rights, including making this policy publicly available.

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.

Where relevant to an engagement, personal information contained in our findings may be shared with the commissioning client and any advisers or other recipients agreed for that work. We limit this information to what is necessary for the agreed purpose and apply appropriate confidentiality arrangements.

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 scoping calls, fact-finding conversations and working sessions. 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.