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Perpetually

Legal

Privacy policy.

This policy explains what personal data Perpetually Limited collects when you use perpetually.app, why we collect it, how long we keep it, and the rights you have over it under UK data protection law.

Who we are

Perpetually Limited is the data controller for personal data collected through perpetually.app. We are a company registered in England & Wales, company number 17212747, with registered office at 66 Paul Street, London EC2A 4NA, United Kingdom.

For any privacy enquiry, contact us at hello@perpetually.app.

Scope of this policy

This policy applies to personal data processed in connection with the perpetually.app website. It does not cover data processed under separate client or employment agreements — those arrangements have their own documentation.

We are subject to the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. This policy is written to satisfy the transparency requirements of UK GDPR Articles 13 and 14.

Information we collect

Information you give us directly

  • Contact form. When you send us a message we collect your name, email address, and the content of your message.
  • Live chat (Intercom). If you use the chat widget on the site, Intercom collects the messages you send and any contact details you choose to share (such as your name or email address) during the conversation.
  • Email correspondence. Messages you send directly to our email address, and our replies.

Information collected automatically

  • Server and security logs. Our hosting provider (Cloudflare) automatically logs IP addresses, request paths, timestamps, HTTP status codes, and browser user-agent strings for security, performance, and reliability purposes. These logs are retained for a short period as defined by Cloudflare's standard retention settings.
  • Analytics (PostHog — with consent only). If you accept analytics in our cookie banner, PostHog records pageviews, automatic interaction events (clicks, scrolls, form interactions), device type, browser, operating system, screen size, and approximate city-level location derived from your IP address. IP addresses are processed by PostHog but are not stored on your visitor profile. When you submit the contact form, we also send your email address and metadata about the message (name length, message length, word count, email domain) to PostHog. The message body is not sent.
  • Chat usage data (Intercom — with consent only). If you use the live chat widget, Intercom automatically collects your IP address, browser type, operating system, pages visited on the site, and chat session metadata. A unique visitor identifier is assigned via cookie or local storage.

We do not knowingly collect special category data, payment card data, or data about children under 16.

How we use your information

  • To respond to enquiries. We use the name, email address, and message content you provide to reply to your message and discuss potential work.
  • To provide live chat support. Intercom enables us to respond to questions or messages sent through the chat widget in real time.
  • To operate and secure the website. Server logs help us diagnose errors, prevent abuse, and keep the site running reliably.
  • To understand how the site is used. With your consent, PostHog analytics helps us identify which pages and content are most useful so we can improve the site.
  • To meet our legal obligations. We may retain records for accounting, tax, or other statutory purposes.

We only process your personal data where we have a lawful basis to do so:

  • Steps prior to entering a contract (UK GDPR Art. 6(1)(b)). Processing enquiry correspondence so we can respond and discuss potential work.
  • Legitimate interests (UK GDPR Art. 6(1)(f)). Operating and securing the website; retaining correspondence for a reasonable period in case you follow up; providing live chat support via Intercom. We have assessed these interests against your rights and are satisfied they do not override them.
  • Consent (UK GDPR Art. 6(1)(a)). Analytics via PostHog; live chat cookies and tracking via Intercom. You can withdraw consent at any time by clearing your browser's local storage for this site, which will reset the cookie banner on your next visit.
  • Legal obligation (UK GDPR Art. 6(1)(c)). Retaining records for accounting and tax purposes where required by law.

Third-party services

PostHog (analytics)

We use PostHog to understand how the site is used. PostHog is only initialised after you accept analytics in the consent banner. It sets first-party cookies and writes to local storage to maintain a visitor identifier and session state. Data is sent to PostHog Inc. (United States). PostHog's privacy policy is available at posthog.com/privacy.

Intercom (live chat)

We use Intercom to provide live chat and support functionality. When the Intercom widget is loaded, Intercom may collect your IP address, browser type, device information, and pages visited on our site even before you send a message. If you initiate a conversation, the message content, your name, and any email address you provide are stored by Intercom. Data is processed by Intercom R&D Unlimited Company (Ireland) and Intercom, Inc. (United States). Intercom's privacy policy is available at intercom.com/legal/privacy.

Cloudflare (hosting and CDN)

The website is hosted and delivered through Cloudflare. As a network intermediary, Cloudflare processes IP addresses and request data for security filtering, DDoS protection, and performance optimisation. Cloudflare's privacy policy is at cloudflare.com/privacypolicy.

Sharing and disclosure

We do not sell personal data. We share data only where necessary:

  • Service providers. PostHog (analytics), Intercom (live chat), Cloudflare (hosting), and our email and accounting providers. Each acts as a processor under written data processing terms and may only use the data for the purposes we set.
  • Legal obligations. We may disclose personal data to law enforcement, regulators, or courts where required by law or in response to a valid legal request.
  • Business transfers. If Perpetually Limited is acquired, restructured, or sold, personal data may transfer to the successor entity, subject to equivalent protections.

We will not share your personal data with any third party for their own marketing purposes.

International data transfers

Some of our processors — in particular PostHog Inc. and Intercom, Inc. — operate in the United States. Where personal data is transferred outside the United Kingdom, we rely on one or more UK-recognised safeguards:

  • Adequacy regulations — where the ICO has determined that a country offers an adequate level of protection.
  • International Data Transfer Agreement (IDTA) — the UK's standard contractual clauses for transfers to third countries.
  • UK GDPR Article 49 derogations — where applicable (for example, where the transfer is necessary to perform a contract you have requested).

You can obtain a copy of the relevant transfer safeguards by contacting us at hello@perpetually.app.

Data retention

  • Enquiry and chat correspondence is retained for as long as needed to handle the matter and for a reasonable period afterwards (typically up to three years) in case you re-engage, then deleted.
  • Analytics data collected by PostHog is retained for 12 months from collection, after which it is automatically deleted.
  • Intercom conversation data is retained in accordance with Intercom's own data retention settings, which we configure to a maximum of three years.
  • Server and security logs are retained by Cloudflare for a short rolling period as defined by Cloudflare's standard retention policies.
  • Legal and accounting records are retained for the applicable statutory period (typically seven years for UK tax records).

Your rights under UK GDPR

You have the following rights regarding your personal data. To exercise any of them, contact us at hello@perpetually.app. We will respond within one calendar month (which may be extended by up to two further months for complex requests).

  • Right of access. You can request a copy of the personal data we hold about you, along with information about how and why we use it.
  • Right to rectification. You can ask us to correct inaccurate or incomplete personal data.
  • Right to erasure. You can ask us to delete your personal data where it is no longer needed for the purpose for which it was collected, or where you have withdrawn consent and no other lawful basis applies.
  • Right to restrict processing. You can ask us to pause processing while a dispute about accuracy or lawfulness is resolved.
  • Right to data portability. Where processing is based on consent or contract and is carried out by automated means, you can ask us to provide your data in a structured, commonly used, machine-readable format.
  • Right to object. You can object to processing based on legitimate interests. We will stop unless we can demonstrate compelling legitimate grounds that override your interests, rights, and freedoms.
  • Rights related to automated decision-making. We do not make decisions about you solely by automated means. This right is therefore not currently applicable, but you may contact us if you have concerns.
  • Right to withdraw consent. Where processing is based on your consent, you may withdraw it at any time. Withdrawing consent does not affect the lawfulness of processing carried out before withdrawal.

Cookies and tracking technologies

We use cookies and browser local storage to operate the site and, with your consent, for analytics and live chat. Please read our Cookie Policy for a full description of what is set, why, and how to manage your preferences.

Children's privacy

perpetually.app is not directed at, and is not intended for use by, children under 16 years of age. We do not knowingly collect personal data from children. If you believe we have inadvertently collected data about a child, please contact us immediately and we will delete it.

Changes to this policy

We may update this policy to reflect changes in our practices, technology, legal requirements, or other factors. When we make material changes we will update the "last updated" date at the bottom of this page. We encourage you to review this policy periodically. Continued use of the site after an update constitutes acceptance of the revised policy.

Contact and complaints

For any question about this policy or to exercise your rights, contact us at hello@perpetually.app or by post at:

Perpetually Limited
66 Paul Street
London EC2A 4NA
United Kingdom

If you are unhappy with how we have handled your personal data, you have the right to complain to the Information Commissioner's Office (ICO), the UK's independent data protection regulator:

We would appreciate the opportunity to address your concern directly before you contact the ICO.

Last updated · 19 June 2026

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