Privacy Policy

# Privacy Policy — The Good Landlord

**Version:** 1.0
**Last updated:** 13 May 2026
**Effective date:** 17 May 2026
**Changelog:** Initial version.

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## 1. Who We Are

The Good Landlord is operated by Vallnor Alliance Ltd, a company registered in England and Wales.

**Data controller:**
Vallnor Alliance Ltd
Suite 1, Concept House, 23 Billet Lane, Hornchurch, Essex, RM11 1XP
Company number: 15383148
Email: hello@goodlandlord.co.uk
ICO Registration number: Registration pending

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## 2. What Personal Data We Collect and Why

We collect personal data only where we have a lawful basis to do so under UK GDPR.

### Account and profile data
- Full name, email address, password (hashed — never stored in plain text)
- Property addresses, financial details (rent, mortgage, insurance), compliance document dates
- Onboarding responses (expat status, salary, tax residency)

**Lawful basis:** Contract (Article 6(1)(b)) — necessary to provide the service you have signed up for.

### Payment data
- Subscription status, billing cycle, payment history
- We do not store card numbers or payment details directly. Stripe processes and stores all payment data on our behalf. We store only the Stripe customer ID and subscription ID as references.

**Lawful basis:** Contract (Article 6(1)(b)) and Legitimate interests (Article 6(1)(f)) for fraud prevention.

### Usage and analytics data
- Pages visited, features used, events triggered within the app (e.g. properties added, documents uploaded)
- This data is anonymised where possible and used to improve the service.

**Lawful basis:** Legitimate interests (Article 6(1)(f)) — to operate and improve the service.

### Campaign attribution data (UTM parameters)
- If you arrive at The Good Landlord via a marketing link, we may capture campaign parameters (utm_source, utm_medium, utm_campaign) from the URL.
- This data is stored in your browser's session storage (not a persistent cookie) and, on sign-up, attached to your account to help us understand which marketing campaigns are effective.

**Lawful basis:** Legitimate interests (Article 6(1)(f)).

### AI conversation data (Alma — when deployed)
- When you use Alma, our AI assistant, the content of your conversation is used to generate a response and is then deleted. Conversations are not stored persistently unless one of the exceptions below applies.
- **Complaint handling:** If a conversation is associated with a formal complaint you have raised, it may be retained for up to 12 months to support resolution and record-keeping.
- **Bug reports:** If a conversation is flagged as evidence of a technical fault or submitted as a bug report, it may be retained for up to 12 months for quality improvement purposes.
- In all other cases, conversation content is not retained after the session ends. Alma's responses are generated via Anthropic's API; data shared with Anthropic is governed by their data processing terms.

**Lawful basis:** Contract (Article 6(1)(b)) for service delivery; Legitimate interests (Article 6(1)(f)) for complaint handling and quality improvement.

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## 3. Third-Party Data Processors

We share personal data with the following third-party processors. All processors are required to handle your data in accordance with UK GDPR.

### Stripe
**Purpose:** Payment processing, subscription management.
**Data shared:** Name, email, payment card details, billing address, subscription status.
**Location:** United States (adequacy decision / Standard Contractual Clauses apply).
**DPA status:** Stripe's DPA is incorporated into their Terms of Service. ✅

### Sequenzy
**Purpose:** CRM and email automation — we use Sequenzy to send you transactional emails (e.g. trial reminders, payment confirmations) and lifecycle communications.
**Data shared:** Name, email, subscription status, lifecycle stage, property count, account activity.
**Location:** EU (location to be confirmed on DPA execution)
**DPA status:** A Data Processing Agreement must be executed with Sequenzy before any user data is transmitted. This is a hard legal requirement. Status: pending.

### Google Analytics (GA4) — when enabled
**Purpose:** Website and app analytics — understanding how users interact with the service.
**Data shared:** Anonymised usage events, device type, browser, approximate location.
**Location:** United States (adequacy decision / Standard Contractual Clauses apply).
**DPA status:** Google's DPA is incorporated into their Terms of Service. ✅
**Consent required:** Google Analytics is only activated after you grant analytical cookie consent.

### Supabase
**Purpose:** Database hosting and authentication infrastructure.
**Data shared:** All personal data stored in the app.
**Location:** Canada (ca-central-1).
**DPA status:** Data processed under EU Standard Contractual Clauses.

### Anthropic (Claude AI) — when Alma is deployed
**Purpose:** AI response generation for the Alma assistant.
**Data shared:** Your questions and context sent to Alma (may include property and financial details).
**Location:** United States.
**DPA status:** Confirm Anthropic's DPA and data retention policy before Alma goes live.

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## 4. How Long We Keep Your Data

| Data type | Retention period |
|---|---|
| Account and profile data | Until you delete your account, then 30 days before permanent deletion |
| Property and financial data | Until you delete your account, then 30 days before permanent deletion |
| Payment records | 7 years from the date of transaction (HMRC business record-keeping obligation) |
| Compliance documents | Until you delete them, or until your account is deleted |
| Analytics and usage data | 26 months (Google Analytics default) |
| CRM and email records | Until you unsubscribe or delete your account |
| Alma conversations | Deleted at end of session. Retained up to 12 months only if associated with a complaint or bug report. |

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## 5. Your Rights Under UK GDPR

You have the following rights regarding your personal data:

- **Right of access** — request a copy of all personal data we hold about you
- **Right to rectification** — correct inaccurate or incomplete data
- **Right to erasure** — request deletion of your data (subject to legal retention obligations — see Section 4)
- **Right to restrict processing** — request that we limit how we use your data
- **Right to data portability** — receive your data in a structured, machine-readable format
- **Right to object** — object to processing based on legitimate interests
- **Right to withdraw consent** — where processing is based on consent (e.g. marketing cookies), you can withdraw at any time

To exercise any of these rights, email hello@goodlandlord.co.uk with the subject line "Data Subject Request". We will respond within 30 days.

If you are unhappy with how we handle your data, you have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

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## 6. Cookies and Tracking

We use cookies and similar technologies on The Good Landlord. Cookies are small text files stored on your device.

### Essential cookies
Required for the app to function. These cannot be disabled.

**Set by The Good Landlord / Supabase (authentication):**
- `sb-[ref]-auth-token` — stores your login session so you stay signed in; expires when you sign out or after inactivity. Set by Supabase Auth.
- `sb-[ref]-auth-token.0`, `sb-[ref]-auth-token.1` — chunked session data where session size requires splitting. Same expiry as above.

**Set by Stripe (payment security):**
- `__stripe_mid` — device fingerprint used by Stripe for fraud prevention on payment pages. Persistent, expires after approximately 1 year. Set by Stripe, Inc.
- `__stripe_sid` — session identifier used by Stripe for fraud detection. Session cookie, expires when you close your browser. Set by Stripe, Inc.

These cookies are strictly necessary for authentication and secure payment processing to function. They are set by trusted third-party processors (Supabase and Stripe) and cannot be disabled without breaking core service functionality.

### Analytical cookies
Used to understand how you use the app, helping us improve it. **Only set after you grant consent.**
- `_ga`, `_ga_[ID]` — Google Analytics 4 cookies used to distinguish users and sessions for anonymised usage tracking. Persistent, expire after 2 years / 24 hours respectively. Set by Google LLC.

### Marketing cookies
Used to measure the effectiveness of advertising campaigns. **Only set after you grant consent.**
- `_fbp` — Meta Pixel cookie used to identify browsers for Meta (Facebook/Instagram) advertising attribution. Persistent, expires after approximately 90 days. Set by Meta Platforms, Inc.
- `_gcl_au` — Google Ads cookie used for conversion measurement when Google Ads campaigns are active. Persistent, expires after approximately 90 days. Set by Google LLC.

You can manage your cookie preferences at any time using the cookie settings link in the footer. Withdrawing consent will stop new analytical and marketing cookies being set. It will not remove cookies already stored on your device — you can clear these via your browser settings. Essential cookies cannot be disabled as they are required for the service to function.

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## 7. Data Security

We take reasonable technical and organisational measures to protect your personal data, including:
- Encryption at rest and in transit (HTTPS/TLS)
- Passwords hashed using industry-standard algorithms (Supabase Auth handles this)
- Row-level security on all database tables — users can only access their own data
- Access to production systems restricted to authorised personnel only

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## 8. Changes to This Policy

We may update this Privacy Policy from time to time. When we make material changes, we will notify you via the app and/or email before the changes take effect. Your continued use of The Good Landlord after the effective date constitutes acceptance of the revised policy.

All policy versions are retained and accessible via the in-app policy history.

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## 9. Contact Us

For any questions about this Privacy Policy or to exercise your data rights:

**Email:** hello@goodlandlord.co.uk
**Post:** Vallnor Alliance Ltd, Suite 1, Concept House, 23 Billet Lane, Hornchurch, Essex, RM11 1XP