Privacy policy

Personal data: is information that relates to an identified or identifiable individual.

We may collect, use, store and disclose different kinds of personal data about you which we have listed below:

• Identity Data including first name and last name.
• Contact Data including billing address, email address, telephone number, Skype ID, and other social media usernames or profile links.
• Financial Data including credit card information or bank account information collected by our third-party payment processors on our behalf.
• Transaction Data including details about payments from you to us and other details of products and services you have purchased from us.
• Technical and Usage Data including internet protocol (IP) address, your login data, your browser session and geolocation data, device and network information, statistics on page views and sessions, acquisition sources, search queries and/or browsing behaviour, information about your access and use of our website, including through the use of cookies, your communications with our website, the type of browser and operating system you are using.
• We store certain referral and campaign parameters locally in your browser to understand how users discover our services. This information is used solely for internal analytics and attribution and is not shared for advertising purposes.
• We also use our own cookie, am_attr, to record which campaigns and links bring visitors to our websites. This shows us which campaigns lead to sign-ups. The cookie does not contain your name or contact details. Our Cookie Policy explains what it records, when we set it and how long it lasts.
• Profile Data including your username and password for the App, support requests you have made, content you post, send, receive and share through our platform, feedback and survey responses.
• Interaction Data including information you provide to us when you participate in any interactive features of our Services, including surveys, contests, promotions, activities or events.
• Marketing and Communications Data including your preferences in receiving marketing from us and our third parties and your communication preferences.
• Professional data including where you are a worker of ours or applying for a role with us, your professional history such as your previous positions and professional experience.
• Special Categories of Personal Data is a special category of personal data that includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health and genetic and biometric data. We do not actively request special categories of data about you, nor do we collect any information about criminal convictions and offences. If at any time we need to collect special categories of data about you, we will only collect it and use it as required or authorised by law.

We collect personal data in a variety of ways, including:

• Directly: We collect personal data which you directly provide to us, including when you register for an account, through the ‘contact us’ form on our website or when you request our assistance via email, or over the telephone.
• Indirectly: We may collect personal data which you indirectly provide to us while interacting with us, such as when you use our website, in emails, over the telephone and in your online enquiries.
• From third parties: We collect personal data from third parties, such as from your employer where they invite you to access our Services, from 2Checkout or other approved ApprovalMax resellers, and details of your use of our website from our analytics and cookie providers and marketing providers. See the “Cookies” section below for more detail on the use of cookies.
• From publicly available sources: We collect personal data from publicly available resources such as Companies House and professional networking sites such as LinkedIn.

Indirectly Obtained Business Contact Data

We may collect and process business contact information that is not provided to us directly by the individual.

• Source Categories: Source categories: This data may be obtained from (1) third-party B2B data and CRM enrichment providers (such as Cognism), (2) publicly available sources (such as Companies House and LinkedIn), and (3) company-level intent tools (such as Unify), which identify organisational interest based on website interactions where the use of cookies and similar technologies is permitted by your cookie choices.
• Purposes of Processing: We use this data for:
• Targeted marketing and sales outreach
• Maintaining suppression lists to ensure we respect opt-out requests and do not contact inappropriate audiences (for example existing customers or open opportunities)
• Measuring and improving the effectiveness of our B2B engagement
• Lawful basis: We rely on legitimate interests for this processing. Our interest is to identify and communicate with relevant professional stakeholders who may benefit from our Services, in a proportionate way, and with suppression and opt-out controls in place.
• How selection for outreach works: Our selection for outreach may use:
• Organisational intent signals from website activity
• Matching against our ideal customer profile (for example industry and role)
• Suppression rules (for example excluding opted-out contacts and other do not contact flags)

This may involve automated filtering to decide who should receive B2B communications. It does not produce legal or similarly significant effects for individuals.

International transfers: Business contact data may be transferred from the UK to the US for processing by our service providers. Where required, we use appropriate safeguards such as Standard Contractual Clauses with the UK Addendum (or other recognised transfer mechanisms).

Right to object and opt-out: You have the right to object to this processing at any time. To opt out of marketing emails, click the unsubscribe link in any email or contact us at dpo@approvalmax.com.

We collect and process personal data about you only where we have legal bases for doing so under applicable laws. We have set out below, in a table format, a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate. Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please reach out to us if you need further details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below.

If you have consented to our use of data about you for a specific purpose, you have the right to change your mind at any time, but this will not affect any processing that has already taken place. Where we are using your data because we or a third party have a legitimate interest to do so, you have the right to object to that use though, in some cases, this may mean no longer using our services. Further information about your rights is available below.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law, and have DPAs in place with our third-party service providers to ensure they do so. We use the following third parties for the following purposes to carry out our Services, and they have access to the data we share with their platforms:

• marketing providers including HubSpot and Zoho Campaigns (to automate and manage our marketing emails and campaigns), Intercom (to deliver in-app messaging, product tours and live chat), Refiner (to gather information about customer satisfaction, such as our Net Promoter Score and other product feedback), Mailchimp and Mandrill (for systems notifications as part of our Service delivery), UserVoice (to gather customer feedback), Klenty (to support outbound sales engagement and cadence automation), Cognism (to enrich and validate business contact data for sales and marketing purposes). We also use Tilda as content management system;
• storage and security providers including Microsoft Azure (cloud storage) and Sentry and Stackify (to track user interface logs and errors);
• business process providers including Zoho Creator (for business process automation), Zoho CRM (for customer relationship management), Zoho Desk (for customer and sales lead support) and Zoom (for scheduling and running meetings and webinars) and Kickscale (for supporting and optimising sales development and performance processes);
• consent management provider Cookiebot, provided by Usercentrics A/S (to show our cookie banner and record your cookie choices);
• user experience software tools, such as where we track some user activity with a tool provided by Hotjar. This monitors all clicks made by trial users during the setup process in the product. Only the clicks on user interface controls are being tracked, we do not capture any financial data.

We may also disclose personal data to:

• our employees, contractors and/or related entities;
• other service providers who assist us to deliver our services;
• professional advisors, bankers, auditors, our insurers and insurance brokers;
• payment systems operators such as 2Checkout, Stripe;
• our existing or potential agents or business partners;
• sponsors or promoters of any promotions or competition we run;
• anyone to whom our business or assets (or any part of them) are, or may (in good faith) be, transferred;
• courts, tribunals and regulatory authorities, in the event you fail to pay for goods or services we have provided to you;
• courts, tribunals, regulatory authorities and law enforcement officers, as required or authorised by law, in connection with any actual or prospective legal proceedings, or in order to establish, exercise or defend our legal rights;
• advertising partners Google, Meta and LinkedIn: when you sign up, we send them your contact details (some of them hashed) and the fact that you signed up, and we also send LinkedIn your job title and company, so they can measure and improve our ads;
• third parties to collect and process data for analytics and measurement purposes, such as Google Analytics (to find out how Google uses data when you use third-party websites or applications, please see www.google.com/policies/privacy/partners/), Facebook Pixel, Microsoft Advertising (Bing Ads), G2 (which provides aggregated analytics based on browser-level identifiers when visitors whose cookie choices allow Statistics or Marketing cookies visit our website after viewing our G2 profile), or other relevant analytics providers. No personally identifiable information such as names or contact details is shared with us through these services, and you can change your cookie choices at any time (see "Your privacy choices and Global Privacy Control" below); and
• any other third parties as required or permitted by law, such as where we receive a summons.

We have enabled various Google Analytics Advertising Features to enhance our understanding of user interactions and improve our services. These features include, but are not limited to:

• Remarketing Features

• Advertising Reporting Features

• Demographics and Interest Reports

• Store Visits

• Google Display Network Impression Reporting

We, along with third-party vendors, utilise both first-party cookies (such as the Google Analytics cookie) and other first-party identifiers, as well as third-party cookies (such as Google advertising cookies) and other third-party identifiers. This combination allows us to gather comprehensive data to optimise our marketing efforts and user experience.

Your privacy choices and Global Privacy Control

You can change your cookie choices at any time with "Cookie settings" at the bottom of every page.

In the US, Australia and New Zealand, you can also opt out with the "Do Not Sell or Share My Personal Information" link at the bottom of every page. When you opt out, we turn off Statistics and Marketing cookies in that browser. In the US, this also opts you out of the "sale" or "sharing" of your personal information through these cookies, as US state laws define them.

Global Privacy Control (GPC) is a setting in some browsers and browser extensions. It tells websites that you want to opt out of the sale and sharing of your personal information. In the US, Australia and New Zealand, if your browser sends a GPC signal, we treat it as an opt-out. You do not need to do anything else. When we detect a GPC signal, our website shows a message that the signal is honoured. The "Do Not Sell or Share My Personal Information" window also shows that you have opted out.

Your choices apply to the browser you make them in. If you use another browser or device, make your choice there too.

Our websites do not respond to browser "Do Not Track" signals. We do respond to Global Privacy Control, as described above.

We respect your privacy preferences and provide several options for you to control your data:

Google Analytics Opt-Out: You can opt-out of Google Analytics Advertising Features by installing the Google Analytics Opt-out Browser Add-on, which is available here.

Personalised Ads on Google Content Network: To opt-out of personalised ad delivery on the Google Content Network, please visit the Google Ads Preferences Manager here.

Android Devices: Open the Google Settings app on your device, select “Ads”, and adjust your preferences.

iOS Devices (iOS 6 and above): Use Apple’s advertising identifier. To learn more about limiting ad tracking with this identifier, visit the settings menu on your device.

Other Analytics and Advertising Services

In addition to Google Analytics, we utilise various other tools to analyse data and manage advertising. These include:

• Google Analytics GA4
• Google Ads
• Microsoft Advertising (Bing Ads)
• Microsoft Clarity
• G2 Pixel
• HubSpot
• ZOHO CRM
• Meta Ads (Facebook Ads)
• LinkedIn Ads
• HotJar
• Power BI
• Cognism
• Mailchimp
• Intercom
• Unify
• OpenAI

These services help us understand user behaviour, track advertising effectiveness, and improve our marketing strategies. Each service adheres to its privacy policies and provides mechanisms for users to manage their privacy preferences.

Where we disclose personal data to the third parties listed above, these third parties may store, transfer or access personal data outside of the United Kingdom (or for Australian and New Zealand individuals outside Australia and New Zealand respectively). The level of data protection in countries outside of your home jurisdiction may be less comprehensive than what is offered in your home jurisdiction. When we transfer your personal data outside of your home jurisdictions, we will perform those transfers using appropriate safeguards in accordance with the requirements of applicable data protection laws and we will protect the transferred personal data in accordance with this Privacy Policy. This includes:

• only transferring your personal data to countries that have been deemed by applicable data protection laws to provide an adequate level of protection for personal data; or
• including standard contractual clauses in our agreements with third parties that are overseas.

If you are in the EU or EEA, we transfer your personal data outside the EU and EEA on the basis of an adequacy decision or under standard contractual clauses.

If you are in Québec, we communicate your personal information outside Québec only after a privacy impact assessment.

If you are in Australia or New Zealand, the recipients of your personal data are likely to be in these countries: the United States, the United Kingdom, EU member states, Australia, New Zealand, Serbia, Moldova and South Africa.

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

Your choice: Please read this Privacy Policy carefully. If you provide personal data to us, you understand we will collect, hold, use and disclose your personal data in accordance with this Privacy Policy. You do not have to provide personal data to us, however, if you do not it may affect our ability to provide our Services to you and your use of our Services.

Information from third parties: If we receive personal data about you from a third party, we will protect it as set out in this Privacy Policy. If you are a third party providing personal data about somebody else, you represent and warrant that you have such person’s consent to provide the personal data to us.

Access, correction, processing and portability: You may request details of the personal data that we hold about you and how we process it (commonly known as a “data subject request”). You may also have a right in accordance with applicable data protection law to have your personal data rectified or deleted, to restrict our processing of that information, to object to decisions being made based on automated processing where the decision will produce a legal effect or a similarly significant effect on you, to stop unauthorised transfers of your personal data to a third party and, in some circumstances, to have personal data relating to you transferred to you or another organisation.

Unsubscribe: To unsubscribe from our email database or opt-out of communications (including marketing communications), please contact us using the details below or opt-out using the opt-out facilities provided in the communication.

You can also object to our use of your data for direct marketing (including where we use profiling/segmentation to select recipients) by emailing dpo@approvalmax.com.

Withdraw consent: Where we are relying on consent to process your personal data, you have the right to withdraw your consent at any time. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.

Complaints: If you wish to make a complaint, please contact us using the details below and provide us with full details of the complaint. We will promptly investigate your complaint and respond to you, in writing, setting out the outcome of our investigation and the steps we will take to deal with your complaint.

If you are in the UK, you have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). If you are in Australia, you have a right to contact the Office of the Australian Information Commissioner (Phone: 1300 363 992, Website: www.oaic.gov.au). If you are in New Zealand, you may contact the Office of the New Zealand Privacy Commissioner.

If you are in the EU or EEA, you can also complain to a data protection authority. This can be the authority in the country where you live or work, or where you think the problem happened.

If you live in the US, your rights under US state privacy laws are set out in the "US State Privacy Supplement" below. It also explains how to opt out of the sale or sharing of your personal information.

We would, however, appreciate the chance to deal with your concerns before you approach a regulator so please contact us in the first instance.

We are committed to ensuring that the personal data we collect is secure. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic and managerial procedures, to safeguard and secure personal data and protect it from misuse, interference, loss and unauthorised access, modification and disclosure.

While we are committed to security, we cannot guarantee the security of any information that is transmitted to or by us over the Internet. The transmission and exchange of information is carried out at your own risk.

We use cookies and similar technologies on our websites and in the App. We group them into four categories: Necessary, Preferences, Statistics and Marketing. Necessary cookies are always on, because our websites and the App need them to work. On our websites, how we use the others depends on where you are:

• UK, EU, Canada, California, every other country not listed below, or if we cannot tell where you are: we set them only after you accept them in our cookie banner.
• United States, except California: Statistics and Marketing cookies are on from your first visit. You can opt out at any time.
• Australia and New Zealand: we show a cookie banner. Statistics and Marketing cookies are on unless you opt out.

To change your choices or opt out, including with a Global Privacy Control signal, see "Your privacy choices and Global Privacy Control" above.

Our Cookie Policy at approvalmax.com/cookie explains which cookies we use, why we use them, which partners set them and how long they last. We use Cookiebot, provided by Usercentrics A/S, to show our cookie banner and keep a record of your choice.

Our website may contain links to other party’s websites. We do not have any control over those websites and we are not responsible for the protection and privacy of any personal data which you provide whilst visiting those websites. Those websites are not governed by this Privacy Policy.

If you connect your account with us to a social network account, such as Google or Microsoft, we will collect your personal data from the social network. We will do this in accordance with the privacy settings you have chosen on that social network.

The personal data that we may receive includes your name, ID, user name, handle, profile picture, gender, age, language, and any other personal data you choose to share.

We use the personal data we receive from the social network to create a profile for you on our platform.

If you agree, we may also use your personal data to give you updates on the social network which might interest you. We will not post to your social network without your permission.

This supplement adds to the rest of this Privacy Policy if you live in California or another US state with a comparable privacy law. "Sell" and "share" have the meanings given in the California Consumer Privacy Act (CCPA).

Notice at collection (California)

We collect the personal information below, including through cookies when you visit our websites. We collected the same categories in the last 12 months. The table shows why we use each category, whether we sell or share it, and how long we keep it.

We may also use any category to meet legal obligations. Cookie lifetimes are in our Cookie Policy. To opt out of the sale or sharing of your personal information, use the "Do Not Sell or Share My Personal Information" link at the bottom of every page. You can also turn on Global Privacy Control in your browser.

Sources. We collect personal information from you, and from your browser or device, including through cookies. We also collect it from your employer, our resellers, and our analytics and marketing partners. Other sources are business data providers such as Cognism, tools such as Unify that show which companies are interested in us, and social networks you connect. We also use public sources such as the UK company register (Companies House) and LinkedIn.

Disclosures for a business purpose. In the last 12 months we disclosed the categories above to service providers for business purposes. These are hosting and security, payments, customer support, CRM, email and marketing, meetings, analytics and product feedback. "Our disclosures of personal data to third parties" above names them and says what each one does.

Sale and sharing. Advertising and analytics partners, such as Google, Microsoft, LinkedIn, Meta, G2, Unify and OpenAI, set Statistics and Marketing cookies on our websites. Through them, they collect identifiers (such as IP address and cookie IDs), internet activity and your approximate location, which they work out from your IP address. We use this to measure our campaigns and show our ads on other websites. We also use it to see which companies visit our website, so our sales team can contact people at those companies. When you sign up, we also send your contact details (some of them hashed), your job title and company, and the fact that you signed up to Google, Meta and LinkedIn, so they can measure and improve our ads. Under the CCPA, this is a "sale" and "sharing" of identifiers, internet or other electronic network activity information and geolocation data to these partners, and, when you sign up, of commercial information to Google, Meta and LinkedIn and of professional or employment-related information to LinkedIn. "Sharing" means cross-context behavioural advertising: showing you ads on other websites based on what you do on ours. We have no actual knowledge that we sell or share the personal information of consumers under 16.

Sensitive personal information. We do not use or disclose it for purposes that give you a right to limit its use.

Your rights. You can ask us what personal information we collect, use, disclose, sell and share, and ask for a copy of it. You can ask us to delete or correct it, and opt out of its sale or sharing. We will not discriminate or retaliate against you for using these rights. For example, we will not charge you more or, if you apply for a job with us or work for us, treat you differently.

How to use your rights. To opt out, use the "Do Not Sell or Share My Personal Information" link or Global Privacy Control, as described above. For other requests, email dpo@approvalmax.com or use the "Data privacy request" link at the bottom of every page.

Verification. Before we act on a request to see, delete or correct your personal information, we check that it comes from you. If you have an App account, we ask you to sign in or to write to us from your account's email address, and we delete account data only once you confirm the request from your account or that address. If you have no account and ask which categories of personal information we hold about you, we match two pieces of information you give us with what we hold. For a copy of specific pieces of information, we match three, and ask for a signed declaration under penalty of perjury. Opt-outs need no verification.

Authorised agents. Someone you authorise can make a request for you. We may ask for your signed permission, and ask you to confirm your identity with us. If your agent has a power of attorney under California Probate Code sections 4121 to 4130, we accept it without asking you to confirm your identity.

Other US states

If you live in another US state with a comparable privacy law, you may have similar rights. These can include the right to see, correct, delete or get a copy of your personal information. They can also include the right to opt out of targeted advertising and the sale of your personal information. We apply the opt-outs described in "Your privacy choices and Global Privacy Control" to visitors anywhere in the US, not only in states whose law requires it. To appeal our decision on your request, email dpo@approvalmax.com with "Appeal" in the subject. We will reply within 45 days. If we deny your appeal, you can complain to your state Attorney General.

We may change this Privacy Policy from time to time. We will notify you if we make a significant change to this Privacy Policy, by contacting you through the contact details you have provided to us and by publishing an updated version on our website.

ApprovalMax Limited, a company registered in England and Wales, with company number 11326265.

For questions about this Privacy Policy or your personal data, or to use your rights, email dpo@approvalmax.com.

If you are in Québec, the person in charge of the protection of personal information is our Chief Executive Officer, whom you can contact at dpo@approvalmax.com.

Last updated: 5 November 2026

To review the previous Privacy Policy, click here.