Privacy Policy
Last updated: October 2026
This policy explains how Vérité Consulting ("Vérité", "we", "us") collects and uses personal information when you visit our website, get in touch, or work with us. We keep it short and in plain English. If anything is unclear, email us at enquiries@verite-consulting.com.
1. Who we are
Vérité Consulting is an AI consultancy based in London, UK, run by Joe MacGuffog and Sam MacGuffog. For the purposes of UK data protection law (the UK GDPR and the Data Protection Act 2018), we are the controller of the personal information described in this policy.
Contact: enquiries@verite-consulting.com
2. What information we collect
We only collect what we need. This may include:
- Contact details: your name, email address, phone number, job title, company and company size, when you email us, book a call or use the enquiry form.
- Communications: the content of emails, messages and call notes when we discuss your enquiry or project.
- Business relationship details: information needed to set up and manage an engagement, such as billing contacts and invoicing details.
- Website data: if you accept cookies, we use Apollo.io's website tracker. It uses your IP address and cookies to identify the company you are visiting from and the pages you view. For visitors in the United States it may also identify you as an individual. If you decline, it does not run. Our hosting provider also records standard server logs, including IP addresses, to run and secure the site.
We do not intentionally collect special category data (for example health, religion or ethnicity), and we ask that you don't send it to us.
3. How we collect it
- Directly from you: when you email us, book a call, complete a form or speak with us.
- Automatically: limited technical data, such as your IP address, is recorded by our hosting and font providers when you load the site, and by Apollo.io if you accept cookies.
- From public sources: such as your company website or LinkedIn profile, when researching a potential engagement.
4. How we use it, and our legal basis
| What we use it for | Legal basis |
|---|---|
| Responding to your enquiry and arranging calls | Legitimate interests (replying to people who contact us) |
| Preparing proposals and delivering services | Contract, or steps taken before entering a contract |
| Invoicing and keeping business and tax records | Legal obligation |
| Occasional updates about our services to business contacts | Legitimate interests, and you can opt out at any time |
| Running and securing the website | Legitimate interests |
| Understanding which companies visit our website, using Apollo.io | Consent, which you can withdraw at any time |
| Protecting our business and handling disputes | Legitimate interests |
We do not sell your personal information, and we do not use it for automated decision-making that has legal or similarly significant effects on you.
5. Client data during engagements
When we work on a project, we may be given access to your business systems or data. That data is governed by our agreement with you. In most cases we act as a processor on your behalf, and you remain the controller. We only use that data to deliver the agreed work, and we apply appropriate security measures to protect it.
6. Who we share it with
We only share personal information where necessary, with trusted providers who help us run the business. These include:
- Email and productivity: Google Workspace
- Website hosting: GitHub Pages (GitHub, Inc.)
- Enquiry form: Web3Forms, which passes form submissions to our email
- Web fonts: Google Fonts
- Website visitor insights: Apollo.io, only if you accept cookies
- Accounting and payments: our accountants, accounting software and bank
- AI and software tools: AI tools we use to deliver client work, such as Claude, ChatGPT and Gemini. We agree with each client which tools we use and what data goes into them.
- Professional advisers: such as accountants or lawyers, where needed
We may also share information if required by law or to protect our legal rights.
7. International transfers
Some of our providers store data outside the UK, including in the US and the EU. Where this happens, we make sure appropriate safeguards are in place, such as UK adequacy regulations, the UK International Data Transfer Agreement, or the UK Addendum to the EU Standard Contractual Clauses.
8. How long we keep it
| Type of information | How long we keep it |
|---|---|
| Enquiries that don't become a project | Up to 12 months after our last contact |
| Client and project records | For the length of the engagement, plus up to 6 years for legal and tax purposes |
| Financial records | 6 years, as required by law |
After that, we securely delete or anonymise it.
9. How we protect it
We use reasonable technical and organisational measures to keep personal information secure. These include access controls, multi-factor authentication, encrypted connections and limiting access to people who need it. No system is completely secure, but we take protecting your information seriously.
10. Your rights
Under UK data protection law, you have the right to:
- Access the personal information we hold about you
- Correct information that is inaccurate or incomplete
- Delete your information in certain circumstances
- Restrict or object to how we use it
- Data portability, meaning you can receive your information in a usable format
- Withdraw consent at any time, where we rely on consent
To exercise any of these rights, email enquiries@verite-consulting.com. We will respond within one month. There is usually no charge.
11. Cookies
Our website uses cookies that are strictly necessary for it to work. With your consent, we also use cookies from Apollo.io to understand which companies visit our website. We ask before these run, and they do not load if you decline. We remember your choice in your browser, and you can change it at any time using the Cookie settings link at the bottom of every page. We do not use advertising cookies.
12. Complaints
If you have concerns about how we handle your information, please contact us first so we can try to resolve them. You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator, at ico.org.uk or on 0303 123 1113.
13. Changes to this policy
We may update this policy from time to time. The latest version will always be on this page, with the date it was last updated shown at the top.