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What is the purpose of this document?

Alphalake Technologies Limited trading as “Alphalake” and Alphalake “Ai” (“Alphalake”) is a “data controller”. In line with the General Data Protection Regulation (“GDPR”), this means we must be held responsible for deciding how we hold and use personal information about you.
This privacy policy tells you what to expect when Alphalake collects personal information or when you provide personal information to us in the following circumstances:
When you visit our Alphalake website (;
In other cases, when we see an opportunity to potentially partner with you in the areas of business and expertise in which we specialise.

Data protection principles

We comply with the United Kingdom data protection laws and wider principles. As such, your data will be:
Used lawfully
Managed fairly and in a transparent way.
Accurately maintained.
Collected only for the purposes we have clearly explained to you.
Relevant to the purposes we have told you about and limited only to those purposes.
Kept securely.
Kept only as long as is necessary for the purposes explained.

Data protection officer

Alphalake has appointed a data protection officer (DPO) to oversee compliance with this privacy policy and applicable regulations. Any questions about this privacy policy or to enquire as to how we handle your personal information, we ask that you please contact the DPO by emailing Should you feel we have in any way acted in a way that you do not like in regards to the handling of your personal data, you should make a complaint to the Information Commissioner’s Office (ICO), which is the supervising authority for data protection issues in the UK, where Alphalake is headquartered.

Third-party links

Our website may include some links to third-party websites, plug-ins and applications. By clicking on those links you may be allowing third parties to collect or share data about you. Alphalake cannot control these third-party websites and is not responsible for how privacy is managed by these third-parties. If you leave our website, we encourage you to read the privacy policies of any websites you visit.

The data we collect about you

Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).
If you visit our website, we may collect, use, store and transfer different kinds of personal data about you which we have grouped together follows:
Identity Data includes first name and last name.
Contact Data includes email address, location, job title, company and telephone numbers.
Technical Data about your equipment, browsing actions and patterns.
Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.
We also collect and use Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data may be derived from your personal data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. For example, we may aggregate your Usage Data to calculate the percentage of users accessing a specific webpage. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy notice.
In other circumstances, we may collect, use, store and transfer Identity Data and Contact Data.
We do not collect any Special Categories of Personal Data about you (this 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). Nor do we collect any information about criminal convictions and offences.

If you fail to provide personal data

Where we need to collect personal data, for example to send you newsletters or information about our services and you fail to provide that data when requested, we may not be able to do what you have requested from us.

How is your personal data collected?

If you visit our website, we use different methods to collect data from and about you including through:
Direct interactions. You may give us your details by filling in forms. This includes personal data you provide when you:
Fill out out contact form and request information to be sent to you;
Subscribe to our blog, our newsletters or career updates;
Request a publication from us such as a presentation or white paper;
Sign up for one of our events.
Automated technologies or interactions. As you interact with our website, we may automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies and other similar technologies. Please see our cookie policy for further details.
We may also collect Technical Data from the following parties:
analytics providers such as Google based outside the EU;
marketing software such as Hubspot based outside of the EU.
In other circumstances, we may collect and receive personal data about you in person, by phone or email or from various third parties and public sources as set out below:
Identity and Contact Data from publicly available sources such as LinkedIn
Identity and Contact Data from our partners or our customers.
Identity and Contact Data from our Sales and Marketing Intelligence provider (strictly limited to North American prospects)

Purposes for which we will use your personal data

We have set out below, a description of how 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. INSERT TABLE


We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising. We have established a privacy centre where you can view and make certain decisions about your personal data use [here].

Third-party marketing

We will always inform you before we share your personal data with any company outside the Alphalake group of companies for marketing purposes.

Opting out

You can ask us to stop sending you marketing messages at any time by following the opt-out links on any marketing message sent to you or by emailing and letting us know that you want to unsubscribe.
Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us as a result of a product/service purchase or other transactions.

Change of purpose

We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose.
If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so. Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

Disclosures of your personal data

We may have to share your personal data with the parties set out below for the purposes set out in the table above.
Internal Third Parties (other companies in the Alphalake group).
External Third Parties such as system software and service providers acting as processors providing marketing management, customer relationship management, and email and office suite services.
Partners with which we organise events.
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.

International transfers

We might share your personal data within the Alphalake Group. This will involve transferring your data outside the European Economic Area (EEA).
Many of our external third parties are based outside the European Economic Area (EEA) so their processing of your personal data will involve a transfer of data outside the EEA.
Whenever we transfer your personal data out of the EEA, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:
We will only transfer your personal data to countries that have been deemed to provide an adequate level of protection for personal data by the European Commission.
Where we use certain service providers, we may use specific contracts approved by the European Commission which give personal data the same protection it has in Europe.
Where we use providers based in the US, we may transfer data to them if they are part of the Privacy Shield which requires them to provide similar protection to personal data shared between the Europe and the US.

Data Security

We have put in place appropriate security measures to prevent your personal information from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal information to those employees, agents, contractors and other third parties who have a business need-to-know. They will only process your personal information on our instructions and they are subject to a duty of confidentiality. Details of these measures can be found in our Security and Data Protection Practices summary.
We have put in place procedures to deal with any suspected data security breach and will notify you and any applicable regulator of a suspected breach where we are legally required to do so.

Data retention

How long will you use my personal data for?

We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.
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 requirements.
In some circumstances you can ask us to delete your data: see [Request erasure] below for further information.
In some circumstances we may anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes in which case we may use this information indefinitely without further notice.

Rights of access, correction, erasure, and restriction

Your rights in connection with personal information
Under certain circumstances, by law you have the right to:
Request access to your personal information (commonly known as a “data subject access request”). This enables you to receive a copy of the personal information we hold about you and to check that we are lawfully processing it.
Request correction of the personal information that we hold about you. This enables you to have any incomplete or inaccurate information we hold about you corrected.
Request erasure of your personal information. This enables you to ask us to delete or remove personal information where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal information where you have exercised your right to object to processing (see below).
Object to processing of your personal information where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground. You also have the right to object where we are processing your personal information for direct marketing purposes.
Request the restriction of processing of your personal information. This enables you to ask us to suspend the processing of personal information about you, for example if you want us to establish its accuracy or the reason for processing it.
Request the transfer of your personal information to another party.
If you want to review, verify, correct or request erasure of your personal information, object to the processing of your personal data, or request that we transfer a copy of your personal information to another party, please contact our data protection officer by emailing
You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we may refuse to comply with your request in these circumstances.
We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.
Withdraw consent at any time where we are relying on consent to process your personal data. 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.
If you wish to exercise any of the rights set out above, please contact us by emailing

Changes to this privacy notice

We keep our privacy notice under regular review. This privacy notice was last updated in February 2019.
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

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