Privacy Policy

Who we are

Asistu Ltd is a company registered in England & Wales (company number 13279968), and is the data controller responsible for your information. For any privacy question or to exercise your rights, contact privacy@asistu.ai.

What we collect

In short — your account details, what you tell A.M.B.A. in conversation, and any files or website you choose to add. Nothing is captured without you choosing to share it.

• Account details — your email address, and the name, role, business name, industry, team size and website you provide.
• Conversations — the written transcript of what you and A.M.B.A. say, and the structured notes ("captures") it forms from them.
• Sources you add — files you upload and the content of any website you ask A.M.B.A. to read.
• Technical essentials — a sign-in token to keep you logged in, and basic security/diagnostic logs.

A.M.B.A. never listens ambiently and never acts on your behalf. It only ever records what you deliberately say to it or hand it.

Your voice

In short — your voice audio is not stored. Only the written transcript is kept.

Conversations run through ElevenLabs in Zero-Retention Mode: the live audio is transcribed in the moment and the audio itself is not retained. We keep the written transcript, tied to your account, so A.M.B.A. can remember what you discussed.

Why we use it, and our legal basis

We process your data to provide the service you've asked for — to hold a conversation, build and recall your business context, and let you review, export or delete it. Our lawful bases under UK GDPR are performance of a contract with you and, where relevant, your consent (which you give at sign-up and can withdraw at any time by deleting your data or your account).

We never use your data to train AI

In short — your conversations and data are never used to train AI models — by us or by the providers behind A.M.B.A.

This is a core promise, not a setting. The AI providers we rely on are contractually barred from training their models on your content, and we do not use it for training either. Your business context exists to serve you, and only you.

Who else processes your data

We use a small set of trusted providers ("sub-processors") to run the service. Each is bound to use your data only to provide their part of it:

• Supabase / Lovable Cloud — App hosting, database, authentication, file storage (EU / UK).
• ElevenLabs — Voice conversation (speech-to-text and text-to-speech) (EU / US — Zero-Retention Mode enabled).
• Anthropic — Reasoning and synthesis of your business context (US).
• OpenAI — Text embeddings used for recall (US).
• Resend — Transactional and reminder email (EU (eu-west-1)).

Some providers process data outside the UK/EU (notably in the US). Where they do, the transfer is protected by an appropriate safeguard such as Standard Contractual Clauses or the UK International Data Transfer Addendum. We do not sell your data, and we never share it with other users.

Where it's stored, and how it's protected

In short — stored in the UK / EU, encrypted in transit and at rest.

Your account data, transcripts and context are stored in the UK/EU and encrypted both in transit and at rest. Access is scoped to your account.

How long we keep it

We keep your data for as long as your account is active. When you delete your account, everything A.M.B.A. holds — conversations, notes, summaries and uploaded files — is erased immediately from live systems and removed from routine backups within 30 days. Minimal records we're legally required to keep (e.g. for tax) are retained only as long as the law requires.

Your rights

Under UK GDPR you have the right to access, correct, export, restrict or delete your data, and to object to certain processing. A.M.B.A. is built so you can do most of this yourself: review and edit everything on the "What A.M.B.A. knows" page, export a clean copy from Account, and delete your account and all its data at any time. For anything else, email privacy@asistu.ai and we'll respond within one month. If you're unhappy with how we've handled your data you can complain to the ICO at ico.org.uk.

Cookies

A.M.B.A. uses only strictly-necessary storage — a sign-in token to keep you logged in. We don't use advertising or third-party tracking cookies. See our Cookies notice for detail.

A note on who this is for

A.M.B.A. is a tool for businesses and the people who run them, and isn't intended for children or for under-18s. By using it you confirm you're using it in a business capacity.

Changes to this policy

If we make a material change we'll update this page and the date above, and let you know where it affects you. Questions? privacy@asistu.ai.