Privacy Policy
Last updated: 30 October 2026. The previous version is available at scoreapp.com/privacy-policy/previous-version.
Hyper Targeted Marketing Limited trading as ScoreApp understands that your privacy is important to you and that you care about how your personal data is used. We respect and value the privacy of everyone who visits this website, www.scoreapp.com (“Our Site”), and everyone who uses the ScoreApp platform, and will only collect and use personal data in ways that are described here, and in a way that is consistent with our obligations and your rights under the law.
Please read this Privacy Policy carefully and ensure that you understand it. Your acceptance of this Privacy Policy is requested when you visit Our Site or create an Account.
1. Information About Us
Our Site and the ScoreApp platform are owned and operated by Hyper Targeted Marketing Limited trading as ScoreApp, a limited company registered in England under company number 12301024 whose registered office is at C/O Hillier Hopkins LLP First Floor, Radius House, 51 Clarendon Road, Watford, United Kingdom, WD17 1HP.
2. What Does This Policy Cover?
This Privacy Policy applies to your use of Our Site and of the ScoreApp platform and services, including the application at manage.scoreapp.com, the AI Features and any ScoreApp apps and integrations (together, the “Services”). It explains how we use personal data about you as a visitor, customer or Account user. We are the data controller of that personal data.
If you use the Services to collect personal data from your own respondents, leads and clients (“End Client Data”), you are the data controller of that data and we process it on your behalf, as your processor, under Part 3 of our Terms of Service. Your own privacy notice applies to those individuals. Section 16 explains this further.
Our Site may contain links to other websites. Please note that we have no control over how your data is collected, stored, or used by other websites and we advise you to check the privacy policies of any such websites before providing any data to them.
3. What Is Personal Data?
Personal data is defined by the retained EU Law version of the General Data Protection Regulation (EU Regulation 2016/679) (the “UK GDPR”) and the Data Protection Act 2018 or any successor legislation (collectively, “the Data Protection Legislation”) as ‘any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier’.
Personal data is, in simpler terms, any information about you that enables you to be identified. Personal data covers obvious information such as your name and contact details, but it also covers less obvious information such as identification numbers, electronic location data, and other online identifiers.
4. What Are My Rights?
Under the Data Protection Legislation, you have the following rights, which we will always work to uphold:
a) The right to be informed about our collection and use of your personal data. This Privacy Policy should tell you everything you need to know, but you can always contact us to find out more or to ask any questions using the details in Section 14.
b) The right to access the personal data we hold about you. Section 13 will tell you how to do this.
c) The right to have your personal data rectified if any of your personal data held by us is inaccurate or incomplete. Please contact us using the details in Section 14 to find out more.
d) The right to be forgotten, i.e. the right to ask us to delete or otherwise dispose of any of your personal data that we hold. Please contact us using the details in Section 14 to find out more.
e) The right to restrict (i.e. prevent) the processing of your personal data.
f) The right to object to us using your personal data for a particular purpose or purposes.
g) The right to withdraw consent. This means that, if we are relying on your consent as the legal basis for using your personal data, you are free to withdraw that consent at any time.
h) The right to data portability. This means that, if you have provided personal data to us directly, we are using it with your consent or for the performance of a contract, and that data is processed using automated means, you can ask us for a copy of that personal data to re-use with another service or business in many cases.
i) Rights relating to automated decision-making and profiling. We do not make decisions about you based solely on automated processing that have legal or similarly significant effects on you. We do use automated tools to check content saved or published through the Services against our acceptable use policy (see Section 6); if a check blocks a save, you can ask for a member of our staff to review it.
For more information about our use of your personal data or exercising your rights as outlined above, please contact us using the details provided in Section 14.
It is important that your personal data is kept accurate and up-to-date. If any of the personal data we hold about you changes, please keep us informed as long as we have that data.
Further information about your rights can also be obtained from the Information Commissioner’s Office or your local Citizens Advice Bureau.
If you have any cause for complaint about our use of your personal data, you have the right to lodge a complaint with the Information Commissioner’s Office, who can be contacted using the details at https://ico.org.uk/make-a-complaint or by telephone on 0303 123 1113. We would welcome the opportunity to resolve your concerns ourselves, however, so please contact us first, using the details in Section 14.
5. What Data Do You Collect and How?
Depending upon your use of the Services, we may collect and hold some or all of the personal data set out below. We do not collect any ‘special category’ or ‘sensitive’ personal data about you, or personal data relating to children or to criminal convictions and/or offences, and you must not include such data in your prompts or uploads to the AI Features. Scorecards you publish may collect such data from your respondents; that is End Client Data, for which you are the controller (see Section 16).
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:
(a) Identity Data includes first name, last name, or username.
(b) Contact Data includes billing address, delivery address, email address and telephone numbers.
(c) Financial Data includes bank account and payment card details.
(d) Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.
(e) Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access the Services.
(f) Profile Data includes your username and password, purchases or orders made by you, your interests, preferences, feedback and survey responses.
(g) Usage Data includes information about how you use Our Site, the Services and the AI Features.
(h) Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.
(i) Content Data includes the scorecards, questions, landing pages, images, files and other content you create or upload in the Services; the prompts, instructions and files you submit to the AI Features and the content they generate for you; and your AI chat conversations. Content Data may include personal data about you or about other people you mention in it.
6. How Do You Use My Personal Data?
Under the Data Protection Legislation, we must always have a lawful basis for using personal data. The following table describes how we will use your personal data, and our lawful bases for doing so:
| What we do | What data we use | Our lawful basis |
|---|---|---|
| To register you as a new customer and store your End Client Data | Identity, Contact, Transaction | Performance of a contract with you |
| To process and deliver your order including: (a) managing payments, fees and charges; (b) collecting and recovering money owed to us | Identity, Contact, Financial, Transaction, Marketing and Communications | (a) Performance of a contract with you; (b) necessary for our legitimate interests (to recover debts due to us) |
| To provide the Services, including hosting and displaying your Content Data | Identity, Contact, Technical, Usage, Content | Performance of a contract with you |
| To provide the AI Features: generating scorecards, pages, questions and reports, and answering your requests in AI chat | Identity, Usage, Content | Performance of a contract with you |
| To provide you with support. When you ask for help, or we need to investigate a problem with your Account, our support staff may view your Account, including your Content Data and AI chat conversations | Identity, Contact, Technical, Usage, Content | (a) Performance of a contract with you; (b) necessary for our legitimate interests (to support customers and resolve problems) |
| To review how the AI Features are used, including reviewing AI chat conversations after identifiable information about your respondents has been removed, so that we can improve the Services and the instructions we give to the AI models. We do not use your Content Data to train AI models | Usage, Content | Necessary for our legitimate interests (to improve our products and services). See Section 7 |
| To check content you save or publish (such as emails and landing pages) against our acceptable use policy, using automated tools including AI models. A check may block a save automatically; our staff review blocked content on request | Content, Identity | Necessary for our legitimate interests (to prevent misuse of the Services and protect the people who receive content sent through them) |
| To manage our relationship with you which will include: (a) notifying you about changes to our terms or privacy policy; (b) asking you to leave a review or take a survey | Identity, Contact, Profile, Marketing and Communications | (a) Performance of a contract with you; (b) necessary to comply with a legal obligation; (c) necessary for our legitimate interests (to keep our records updated and to study how customers use our products/services) |
| To enable you to partake in a prize draw, competition, or complete a survey | Identity, Contact, Profile, Usage, Marketing and Communications | (a) Performance of a contract with you; (b) necessary for our legitimate interests (to study how customers use our products/services, to develop them and grow our business) |
| To administer and protect our business, Our Site and the Services (including troubleshooting, data analysis, testing, system maintenance, support, reporting, and hosting of data) | Identity, Contact, Technical | (a) Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security, to prevent fraud, and in the context of a business reorganisation or group restructuring exercise); (b) necessary to comply with a legal obligation |
| To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you | Identity, Contact, Profile, Usage, Marketing and Communications, Technical | Necessary for our legitimate interests (to study how customers use our products/services, to develop them, to grow our business, and to inform our marketing strategy) |
| To use data analytics to improve Our Site, products/services, marketing, customer relationships, and experiences, including recordings of how you navigate the admin app (with the text on screen masked) | Technical, Usage | Necessary for our legitimate interests (to define types of customers for our products and services, to keep Our Site updated and relevant, to develop our business, and to inform our marketing strategy) |
| To make suggestions and recommendations to you about goods or services that may be of interest to you | Identity, Contact, Technical, Usage, Profile, Marketing and Communications | Necessary for our legitimate interests (to develop our products/services and grow our business) |
With your permission and/or where permitted by law, we may also use your personal data for marketing purposes, which may include contacting you by email and/or telephone and/or text message and/or post with information, news, and offers on our products and services. You will not be sent any unlawful marketing or spam. We will always work to fully protect your rights and comply with our obligations under the Data Protection Legislation and the Privacy and Electronic Communications (EC Directive) Regulations 2003, and you will always have the opportunity to opt-out. We will always obtain your express opt-in consent before sharing your personal data with third parties for marketing purposes and you will be able to opt-out at any time.
We will only use your personal data for the purpose(s) for which it was originally collected unless we reasonably believe that another purpose is compatible with that or those original purpose(s) and need to use your personal data for that purpose. If we do use your personal data in this way and you wish us to explain how the new purpose is compatible with the original, please contact us using the details in Section 14.
If we need to use your personal data for a purpose that is unrelated to, or incompatible with, the purpose(s) for which it was originally collected, we will inform you and explain the legal basis which allows us to do so.
In some circumstances, where permitted or required by law, we may process your personal data without your knowledge or consent. This will only be done within the bounds of the Data Protection Legislation and your legal rights.
7. How Do the AI Features Use My Data?
The AI Features (such as AI chat, the Scorecard Builder, the Landing Page Builder and Smart Sections) are powered by large language models provided by OpenAI, L.L.C. and Anthropic, PBC, both based in the USA. We do not train our own AI models.
What is sent to the AI providers. When you use an AI Feature, we send the provider what it needs to produce the result you asked for: your prompt, the scorecard, page or brand content it is working on, any file you attach or web page you ask it to read, the public content of a website you give us or that matches your email domain (used to build your brand kit), and, where a feature writes as you, your name and company. Features that work on your respondents’ results (for example AI-generated results sections, or a draft follow-up message for a lead) also send that respondent’s answers and scores and, when drafting a personal message, their name. Our own AI Features do not include the structured contact fields from your respondents’ records – their email address, phone number and the other fields of your lead form – in what is sent to an AI provider; those fields can reach an AI tool only if you connect one yourself (Section 10). Personal data contained in the content itself is not filtered: anything in a prompt, an uploaded file, a web page you ask the AI to read or a respondent’s free-text answer is sent as written, so you should not include special category data in prompts and should bear this in mind when you design free-text questions. We send it through the providers’ commercial APIs under their business terms. We have switched off the optional settings that would allow either provider to use our data to train or improve their models, and their contracts with us prohibit them from doing so.
No model training. We do not use your prompts, your Content Data or the content generated for you to train AI models, and neither do our AI providers. We may use what we learn from reviewing how the AI Features are used to improve the instructions we give to the AI models (see below); that is not the same as training a model.
Storage of AI requests and conversations. The messages you send in AI chat and the responses you receive are stored with your Account while it is active, so that you can return to and continue your conversations. We also keep a log of requests made to the AI Features and their results, which we use to support you and to keep the Services secure and working. Both are deleted with your other Account data when your Account is closed, in line with Section 8.
Who can see your AI conversations. Our support staff may view your conversations when you ask for help or when we need to investigate a problem with your Account. Our product staff may review conversations and requests in order to understand how the AI Features are used and to improve the Services and the instructions we give to the AI models; for that purpose we use them only after identifiable information about your respondents has been removed, and we do not use identifiable respondent data for our own purposes. Access of either kind is limited to staff who need it for those purposes, and they are bound by confidentiality obligations. We ask you not to include special category personal data in your prompts.
End Client Data in AI Features. If you use an AI Feature in a way that includes personal data about your respondents (for example, by attaching results), that data remains End Client Data under Part 3 of our Terms of Service and the same provider and storage rules apply to it.
The AI providers are listed as sub-processors in Part 3 of our Terms of Service, and Section 9 explains how transfers to the USA are protected.
8. How Long Will You Keep My Personal Data?
We will not keep your personal data for any longer than is necessary in light of the reason(s) for which it was first collected. Your personal data will therefore be kept for the following periods (or, where there is no fixed period, the following factors will be used to determine how long it is kept):
| Type of data | How long we keep it |
|---|---|
| Contact Data includes billing address, delivery address, email address, and telephone numbers. | Whilst you are a customer and for two years after you are a customer |
| Financial Data includes bank account and payment card details. | 6 years |
| Identity Data includes first name, last name, username or similar identifier, marital status, title, date of birth, and gender. | Whilst you are a customer and for two years after you are a customer |
| Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us. | 6 years |
| Technical Data includes internet protocol (IP) address, your login data, browser type, and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access the Services. | 2 years |
| Profile Data includes your username and password, purchases or orders made by you, your interests, preferences, feedback, and survey responses. | Whilst you are a customer and three years after you are a customer |
| Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences. | Whilst you are a customer and for three years after you are a customer. For three years after you make an enquiry with us or register to receive marketing communications |
| Enquiries | Whilst you make an enquiry and for 12 months after you make an enquiry |
| Content Data, including your AI chat conversations | Whilst you are a customer. After you close your Account, Content Data is deleted with your other Account data and in any event within two years, unless you ask us to delete it sooner |
| End Client Data | Whilst you are a customer and for 2 years after you are a customer, or sooner if you instruct us to delete or return it (see Section 16) |
After these periods, your personal data is deleted from our live systems. Copies may remain in our secure, encrypted backups until they are overwritten in the normal backup cycle (up to 12 months) after which they are permanently removed. Backups are held only to restore the Services in the event of a disaster and are not used for any other purpose; if data is restored from a backup, any deletion that had already taken place is re-applied.
Your Account is closed when you ask us to close it (email [email protected]) or, if you are on our free plan, after 12 months of inactivity (we will email you before we close it). Cancelling a paid subscription does not close your Account; it moves your Account to our free plan at the end of the paid period. The periods above that run “after you are a customer” run from the date your Account is closed.
9. How and Where Do You Store or Transfer My Personal Data?
The Services are hosted on Heroku (Salesforce) in the European Union (Ireland), and our main database is held there. Some of our service providers are based in the USA: our email delivery provider (Postmark) and our AI providers (OpenAI and Anthropic). Personal data is sent to them only for the purposes described in this Privacy Policy.
If any personal data is transferred outside of the United Kingdom and/or the EEA, we will take suitable steps in order to ensure that your personal data is treated just as safely and securely as it would be within the UK and under the Data Protection Legislation. We rely on the UK International Data Transfer Addendum to the EU Standard Contractual Clauses (or the UK International Data Transfer Agreement) and, where the EU GDPR applies, the EU Standard Contractual Clauses approved by the European Commission. These contracts require the same levels of personal data protection that would apply under the Data Protection Legislation. More information is available from the European Commission and the Information Commissioner’s Office in the UK.
The security of your personal data is essential to us, and to protect your data, we take a number of important measures, including the following:
- limiting access to your personal data to those employees, agents, contractors, and other third parties with a legitimate need to know and ensuring that they are subject to duties of confidentiality;
- encrypting personal data in transit and at rest, and keeping encrypted backups;
- operating an information security management system certified to ISO/IEC 27001:2022; and
- procedures for dealing with data breaches (the accidental or unlawful destruction, loss, alteration, unauthorised disclosure of, or access to, your personal data) including notifying you and/or the Information Commissioner’s Office where we are legally required to do so.
10. Do You Share My Personal Data?
We will not share any of your personal data with any third parties for any purposes, subject to the following exceptions:
We share personal data with the service providers who help us run the Services. They act on our instructions and may only use personal data for the purposes we specify. They include our hosting and infrastructure providers (Heroku, Cloudflare, Amazon Web Services and MongoDB), our email delivery provider (Postmark), our AI providers (OpenAI and Anthropic), website analysis services that fetch and summarise the public content of a website address you give us, our payment processor, our customer messaging, support and analytics tools, and the data enrichment provider used when you enable contact enrichment. The providers that process End Client Data are listed, with their locations, in the sub-processor table in Part 3 of our Terms of Service.
If you connect your own tools to the Services, for example an AI assistant through our MCP connector, an application using our API, or a CRM or email integration, we send data to that tool on your instruction. Depending on the access you grant, that can include your respondents’ personal data. Those tools are chosen and controlled by you, are not our service providers, and their own privacy policies apply to what they do with the data.
If we sell, transfer, or merge parts of our business or assets, your personal data may be transferred to a third party. Any new owner of our business may continue to use your personal data in the same way(s) that we have used it, as specified in this Privacy Policy.
In some limited circumstances, we may be legally required to share certain personal data, which might include yours, if we are involved in legal proceedings or complying with legal obligations, a court order, or the instructions of a government authority.
If any of your personal data is shared with a third party, as described above, we will take steps to ensure that your personal data is handled safely, securely, and in accordance with your rights, our obligations, and the third party’s obligations under the law, as described above in Section 9.
11. Cookies and Similar Technologies
We use cookies and similar technologies on Our Site for various purposes, including improving your experience of Our Site. For more information about cookies and why we use these, please refer to our Cookies Policy.
12. Can I Withhold Information?
You may access certain areas of Our Site without providing any personal data at all. However, to use all features and functions available on the Services you may be required to submit or allow for the collection of certain data.
13. How Can I Access My Personal Data?
If you want to know what personal data we have about you, you can ask us for details of that personal data and for a copy of it (where any such personal data is held). This is known as a “subject access request”.
You can make a subject access request using the contact details in Section 14. We recommend email so that we both have a record, but a request made verbally or through any other channel is equally valid.
There is not normally any charge for a subject access request. If your request is ‘manifestly unfounded or excessive’ (for example, if you make repetitive requests) a fee may be charged to cover our administrative costs in responding.
We will respond to your subject access request within one month of receiving it. Normally, we aim to provide a complete response, including a copy of your personal data, within that time. In some cases, however, particularly if your request is more complex, more time may be required up to a maximum of three months from the date we receive your request. You will be kept fully informed of our progress.
14. How Do I Contact You?
To contact us about anything to do with your personal data and data protection, including to make a subject access request, please use the following details:
Email address: [email protected]
Postal address: Hyper Targeted Marketing Limited, C/O Hillier Hopkins LLP, First Floor, Radius House, 51 Clarendon Road, Watford, United Kingdom, WD17 1HP
15. Changes to this Privacy Policy
We may change this Privacy Policy from time to time. This may be necessary, for example, if the law changes, or if we change our business in a way that affects personal data protection.
Any changes will be posted on Our Site, and we will tell Account holders about significant changes by email. You will be deemed to have accepted the terms of the Privacy Policy on your first use of the Services following the alterations. We recommend that you check this page regularly to keep up-to-date.
16. Information for Respondents (End Client Data)
If you have completed a scorecard, quiz, assessment or form built with ScoreApp, the business that published it is the data controller of the information you provided. We process that information on their behalf and on their instructions, as their processor, under Part 3 of our Terms of Service. That means:
- the publisher’s own privacy notice explains how they use your data, and requests to access, correct or delete it should be made to them; if you contact us instead, we will pass your request to the publisher and help them respond;
- we do not use your identifiable information for our own purposes, do not contact you except to deliver the results and communications the publisher has set up, and do not sell your data or make it available to other ScoreApp customers;
- we may use anonymised, aggregated statistics (such as completion rates and score distributions across many scorecards) to understand and improve the product; these describe groups, not individuals, and we apply documented anonymisation standards, including minimum group sizes, so that they cannot be traced back to you;
- results pages may contain AI-generated content based on your answers and scores. ScoreApp’s own features do not send the contact details you enter in a lead form (such as your email address or phone number) to an AI provider, although answers you type into free-text questions are sent as written; the publisher may also connect AI tools of their own, which their privacy notice should explain;
- your data is not used to train AI models, by us or by our AI providers; and
- it is kept for as long as the publisher remains a customer and for up to two years afterwards, unless the publisher instructs us to delete or return it sooner.