Privacy policy

Who we are

Moralto.AI Ltd (company number 17263696) is the data controller responsible for the personal information collected through moraltoai.co.uk.

Our address is 66 Paul Street, London, England, United Kingdom, EC2A 4NA.

For privacy questions or to exercise your rights, write to us at this address or email info@moraltoai.com.

This policy covers our public website and enquiries about consultancy, Citadel and Vanguard. Information processed as part of a client engagement or inside Citadel may be covered by separate contractual terms and privacy information.

Information we collect

• Enquiries: your name, work email, job title, organisation, area of interest, message and subsequent correspondence.
• Website operation: technical request information, such as IP address, requested page, browser information and time of access, may be recorded by our hosting provider for operation and security.
• Optional analytics: when enabled and accepted, page visits, device and browser information, approximate location, referral information, clicks, scrolling and enquiry steps. Clarity also reconstructs browsing sessions for replay.
• Your cookie choice: whether you accept or reject analytics and when you made that choice, stored on your device.

Please avoid including sensitive personal information or confidential information about other people in your message. Required enquiry fields help us understand and respond to your request. You do not have a legal obligation to submit them; you can email us instead.

Why we use it

We use enquiry information to respond, discuss potential services and manage business relationships. We rely on our legitimate interests in handling business enquiries and running our business. Where you personally ask us to take steps towards a contract, we may process information for that purpose.

Our legitimate interests also include keeping the website operational, preventing misuse and investigating technical problems. Where records must be retained to meet a legal requirement, we rely on that legal obligation.

Optional analytics relies on your consent. Sending an enquiry does not give consent to analytics or subscribe you to a marketing mailing list.

Analytics and your choice

The site supports Google Analytics 4 for traffic and enquiry reporting, and Microsoft Clarity for heatmaps and session replays. These services only load when configured and after you select Accept analytics. Rejecting analytics does not prevent you from using the website or contacting us.

Our custom analytics events do not include enquiry field values. The enquiry form and review screen are marked for masking in Clarity. Analytics can indicate where visitors leave a journey; it does not tell us who every visitor is.

When analytics is configured, use Cookie settings at the bottom of any page to change your choice. Rejecting after acceptance stops further tracking, clears the site's analytics cookies and reloads the page. Withdrawal does not undo earlier processing or automatically delete data already received by a provider.

Your choice is stored for 180 days. Accepted analytics may use cookies including Google's _ga cookies and Microsoft's _clck and _clsk cookies. You can also clear cookies and site storage in your browser.

Read Google's privacy policy and Microsoft's privacy statement for information about their processing.

Who receives information

Enquiries are sent to our business email service. Where our CRM integration is enabled, contact and organisation details, area of interest and your message are also sent to Attio to manage the enquiry and relationship. Our hosting and email providers support delivery and operation of these services.

Google and Microsoft receive analytics information only after acceptance and activation of the relevant service. We may also disclose information to professional advisers or authorities where necessary to obtain advice, comply with law or protect legal rights.

Some providers may process information outside the UK. The applicable location and transfer arrangements depend on the provider and service settings. Contact us for details of the arrangements relevant to your information, including any adequacy decision or contractual safeguards and how to obtain a copy.

How long information is kept

We keep enquiry and correspondence records for as long as needed to handle your request and any resulting relationship. In deciding when to delete records, we consider whether discussions are ongoing, contractual and legal record-keeping requirements, and whether information is needed to establish or defend a claim.

Technical records are retained according to operational and security needs and the hosting provider's settings. Analytics retention depends on the provider and project settings. Microsoft's published Clarity retention periods are 30 days for ordinary session playback and nine months for heatmaps and sessions marked as favourites or labelled. See Clarity's retention information.

You can contact us for the retention arrangements applicable to your records.

Your rights

Depending on the circumstances, you can request access to your information, correction, deletion, restriction of use or a portable copy. You can withdraw analytics consent at any time through Cookie settings.

You can object to processing based on legitimate interests. Tell us about your circumstances so we can consider your request. You can also object to direct marketing at any time.

Email info@moraltoai.com to make a request. We may need information to confirm your identity. Rights are subject to applicable conditions and exemptions.

If you have concerns, please contact us. You also have the right to complain to the UK's Information Commissioner's Office through the ICO's complaints service.

Changes to this policy

We will update this page when our website or information practices change and show the revised date above. External websites linked from this site have their own privacy policies.