Privacy policy
This policy explains how elentu collects, uses, and protects your personal data when you use elentu.com, take our quiz, or buy a membership. We keep it in plain English because that is the whole point of elentu.
1. Who we are
elentu.com is operated by elentu Ltd, a company registered in England and Wales (company number [●], registered office [●]). We are the data controller for the personal data described in this policy. You can contact privacy@elentu.com about anything in this policy.
2. The data we collect
We collect the following data, directly from you or automatically:
- Quiz answers. Your responses to our quiz, including your money goals, an approximate savings range, how much you might invest monthly, and how you feel about investing. These describe your general financial situation in broad brackets — we never ask for account numbers, exact balances, or details of specific investments you hold.
- Contact details. Your email address, collected during the quiz and again at checkout, and a password if you create an account.
- Payment data. Payments are processed by Stripe. We never see or store your full card details — we receive only confirmation of payment, the last four digits of your card, and your billing country.
- Usage and technical data. Pages viewed, quiz screens completed, buttons clicked, approximate location (from IP address), device and browser type, and the campaign that brought you to us (UTM parameters).
- Correspondence. Anything you send us by email, including support and refund requests.
3. How we use your data, and our legal grounds
Under UK data protection law we need a lawful basis for each use of your data:
- To run the quiz and show your results — we use your answers to work out your investor archetype and build your plan. Basis: taking steps at your request before entering a contract, and our legitimate interest in operating the service.
- To provide your membership — creating your account, taking payment, granting access, sending service emails (receipts, account and security notices). Basis: performance of our contract with you.
- To send you marketing emails — if you give us your email during the quiz, we send your plan plus a short series of investing-education emails, relying on the "soft opt-in" under UK e-privacy rules (PECR). We tell you this at the point of capture, and every email has a working unsubscribe link. Unsubscribing never affects your membership. Basis: legitimate interests, with your right to opt out at any time.
- To understand and improve the funnel — analytics on how people move through the site and quiz, so we can fix drop-off points and improve the product. Basis: legitimate interests.
- To measure advertising — telling our ad platforms (currently Meta) when a visit leads to a sign-up or purchase, so we can measure campaigns. Basis: consent where required, otherwise legitimate interests.
- To meet legal obligations — tax and accounting records, responding to lawful requests, defending legal claims, and preventing fraud. Basis: legal obligation and legitimate interests.
We do not use your data for automated decisions with legal or similarly significant effects, and we never sell your personal data.
4. Who we share data with
We use a small number of service providers who process data on our behalf under contracts that meet UK GDPR requirements:
- Stripe — payment processing and billing.
- Google (Firebase) — account authentication and our database.
- RevenueCat — managing your membership entitlement across web and app.
- Mixpanel — product analytics.
- Meta — advertising measurement (see section 6).
- Loops — sending our emails.
- Vercel — hosting the website.
We may also share data with professional advisers, with authorities where the law requires it, and with a buyer or successor if our business is sold or reorganised (your data would remain protected by this policy).
5. International transfers
Some of our providers store data in the United States or other countries outside the UK. Where they do, we rely on safeguards recognised by UK law — the UK Extension to the EU–US Data Privacy Framework where the provider is certified, or the UK International Data Transfer Agreement / Addendum to the EU standard contractual clauses otherwise.
6. Cookies and similar technologies
We keep cookies to a minimum:
- Session cookie (essential). A random identifier that keeps your quiz session together so your progress and results are not lost. It does not identify you personally on its own and is required for the site to work.
- Analytics (Mixpanel). Helps us understand how the site and quiz are used.
- Advertising (Meta pixel). Measures whether our ads work. Meta may associate this data with your Meta account under its own privacy policy.
Where consent is required for non-essential cookies, we ask for it before setting them. You can also block or delete cookies in your browser settings; the essential session cookie is needed for the quiz to function.
7. How long we keep data
- Quiz sessions (including abandoned ones) — kept for up to 24 months for funnel analysis, then deleted or anonymised.
- Account data — kept while your account is active, and deleted or anonymised within 12 months of account closure unless we must keep it longer.
- Payment and tax records — kept for 6 years after the relevant tax year, as UK law requires.
- Marketing suppression — if you unsubscribe, we keep a minimal record of your email on our suppression list so we do not contact you again.
8. Security
All traffic to elentu.com is encrypted (HTTPS). Data is stored with providers that maintain industry-standard security certifications, access is restricted to those who need it, and payment details are handled entirely by Stripe. No system is perfectly secure, but if a breach ever affects your data and poses a risk to you, we will notify you and the Information Commissioner's Office as the law requires.
9. Your rights
Under UK data protection law you have the right to:
- access a copy of the personal data we hold about you;
- have inaccurate data corrected;
- have your data deleted;
- restrict or object to our processing, including objecting to direct marketing at any time;
- receive your data in a portable format;
- withdraw consent where consent is our basis for processing.
Email privacy@elentu.com to exercise any of these rights. We respond within one month. You also have the right to complain to the Information Commissioner's Office at ico.org.uk — though we would appreciate the chance to resolve your concern first.
10. Children
elentu is for adults. Our services are not directed at anyone under 18, and we do not knowingly collect data from anyone under 18. If you believe a child has provided us with personal data, contact us and we will delete it.
11. Changes to this policy
We may update this policy as the service or the law changes. We will post the new version here with an updated date, and for significant changes we will email account holders.
12. Contact
Email privacy@elentu.com for privacy questions, or support@elentu.com for anything else.