Privacy Policy for Priceguide

Priceguide Ltd Company number: 15375622 Registered office: 167-169 Great Portland Street, 5th Floor, London W1W 5PF, United Kingdom

Effective date: 26 April 2026 Last updated: 26 April 2026 Version: 1.1

1. Introduction

Priceguide Ltd (“Priceguide“, “we“, “us“, or “our“) provides an AI-powered pricing estimator platform that home service contractors embed on their websites. This Privacy Policy explains how we collect, use, and protect personal information.

This Policy covers two distinct relationships:

• Visitors to priceguide.ai — persons who browse our marketing website, sign up for newsletters, request demonstrations, or become customers.
• End users (homeowners) submitting estimate requests — persons who use a Priceguide-powered estimator on a contractor’s website.

For end users, the contractor (our customer) is the data controller of the lead information you submit. Priceguide acts as a data processor on the contractor’s behalf, and as a Service Provider under the California Consumer Privacy Act. If you submitted an estimate request through a contractor’s website, you should also review that contractor’s privacy policy.

We are established in the United Kingdom. Our processing is governed by the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and where applicable the EU GDPR and the California Consumer Privacy Act (CCPA/CPRA).

2. Who is the controller?

You may contact us about this Policy at [email protected].

3. Information we collect

3.1 Information you provide directly

• Account information when contractors register: name, email address, company name, telephone number, billing address, and payment details (processed by Stripe).
• Communications when you contact support, request a demonstration, or reply to our newsletter.
• Newsletter subscriptions: email address and any preferences you set.

3.2 Information collected automatically on priceguide.ai

• Usage data: pages visited, links clicked, time on site, referring URL, device type, browser type, operating system, and approximate location derived from IP address.
• Cookies and similar technologies: see Section 8.
• Marketing analytics: we use Google Analytics 4, the Meta Pixel, and ActiveCampaign on our public marketing website to understand traffic, run lead-capture forms, and measure campaigns. On the customer dashboard (app.priceguide.ai) we also use Hotjar for product analytics (session recordings and heatmaps) to improve the dashboard experience. None of these tools are loaded on the customer-facing estimator embed.

3.3 Information processed on behalf of contractors (estimator submissions)

When a homeowner uses an estimator on a contractor’s website, we process:

• Answers to estimator questions (project type, property details, scope, timing).
• Contact details the homeowner provides (typically name, email, telephone, postcode/ZIP, and address).
• Technical metadata (IP address, browser, timestamp).
• The calculated price estimate.

For this category of data the contractor is the controller and determines the purpose and retention. Priceguide processes this data only on the contractor’s documented instructions.

3.4 Information we do not collect

We do not knowingly collect special category data (health, biometric, genetic, racial or ethnic origin, religious beliefs, sexual orientation, or trade union membership). We do not knowingly collect information from children under 16. If you believe a child has provided us with information, please contact [email protected] and we will delete it.

4. How we use information

4.1 Marketing site visitors and customers

4.2 Estimator end users

When you submit an estimate request, your information is used to:

• Generate a price estimate using our pricing model.
• Deliver your enquiry to the contractor so they may follow up.
• Maintain a record of the submission for the contractor’s CRM and follow-up workflow.

The contractor’s privacy policy governs how your information is used after that point.

5. AI and automated processing

Priceguide uses large language models (currently OpenAI) to generate parts of the estimator experience, including answer descriptions and explanatory content. When invoking AI services:

• We do not send personally identifying information (name, email, telephone, or full address) to AI providers.
• We may send anonymised question and answer content to generate descriptive content or improve estimator quality.
• AI providers in our supply chain operate under terms that, as currently in force, do not permit the use of customer API data to train their models.

The estimator produces a price range using a deterministic pricing model configured by the contractor. The AI does not make decisions about who receives a quote or at what price; it assists with content generation only.

You have the right under UK and EU GDPR not to be subject to a decision based solely on automated processing that produces legal or similarly significant effects. The estimate is informational and non-binding and does not produce such an effect.

6. Sharing and disclosure

We share information only as described below.

6.1 With contractors

Estimator submissions are shared with the contractor whose website you used. This is the entire purpose of the service.

6.2 With sub-processors

We use a limited set of third-party service providers to operate the platform. These Sub-processors are engaged under their published data processing terms, which provide for UK/EU GDPR-compliant processing. The current list is published at priceguide.ai/sub-processor-list and reproduced in our Data Processing Agreement.

Categories include:

• Cloud hosting and content delivery
• Authentication
• Email delivery
• Database and structured storage
• AI/LLM providers
• Payment processing
• Analytics (marketing site only)

6.3 With professional advisers

Lawyers, accountants, auditors, and insurers under duties of confidentiality.

6.4 In corporate transactions

If Priceguide is involved in a merger, acquisition, financing, or sale of assets, personal information may be transferred as part of that transaction. We will notify affected users where required.

6.5 Where required by law

We may disclose information when required by court order, subpoena, lawful request from a public authority, or to protect rights, safety, or property.

6.6 We do not sell personal information

We do not sell personal information for monetary consideration. We do not knowingly engage in cross-context behavioural advertising involving the personal information of estimator end users. Our use of analytics and advertising tools on priceguide.ai is configured to respect user opt-out signals, including the Global Privacy Control. These analytics and advertising tools are not loaded on the customer-facing estimator embed. Hotjar (product analytics) runs on the authenticated customer dashboard only — see Section 8 for cookie detail.

7. International transfers

Priceguide is established in the United Kingdom. The majority of our service providers are based in the United States, including our hosting and core infrastructure. As a result, personal information is transferred outside the UK and EEA.

For these transfers we rely on:

• The UK International Data Transfer Agreement (IDTA) or the UK Addendum to the EU Standard Contractual Clauses, depending on the provider.
• The EU Standard Contractual Clauses (2021/914) for transfers from the EEA where applicable.
• The EU-US Data Privacy Framework and UK Extension where the receiving organisation is certified.
• Supplementary technical measures, including encryption in transit and at rest and access controls.

A list of countries where our Sub-processors process data is set out in our Sub-processor List. You may request information about the transfer mechanism applicable to a specific Sub-processor by emailing [email protected].

8. Cookies and tracking

Our marketing website (priceguide.ai) and the authenticated customer dashboard (app.priceguide.ai) use cookies and similar technologies. The customer-facing estimator embed on contractor websites uses only strictly necessary cookies for session and security purposes.

You may manage non-essential cookies through our cookie banner on first visit and at any time via the “Cookie preferences” link in the footer. You may also block or delete cookies through your browser settings.

We honour the Global Privacy Control (GPC) signal as a valid opt-out for visitors from California and other jurisdictions where it is legally recognised.

9. Retention

We retain personal information only for as long as is necessary for the purposes described in this Policy.

Further detail is set out in our internal Data Retention and Deletion Policy, available to customers on request.

10. Your rights

10.1 Under UK and EU GDPR

You have the right to:

• Access the personal information we hold about you.
• Rectify inaccurate or incomplete information.
• Erase your information (“right to be forgotten”) in certain circumstances.
• Restrict processing in certain circumstances.
• Object to processing based on legitimate interests or for direct marketing.
• Data portability — receive your information in a structured, machine-readable format.
• Withdraw consent at any time where processing is based on consent.
• Lodge a complaint with a supervisory authority — in the UK, the Information Commissioner’s Office (ico.org.uk, 0303 123 1113).

To exercise these rights, please email [email protected]. We will respond within one calendar month and may extend by up to two further months for complex requests, notifying you of any extension within the first month.

If you submitted an estimate request through a contractor’s website, please contact that contractor first; they are the controller of your information. We will assist them in fulfilling your request.

10.2 Under CCPA/CPRA (California residents)

You have the right to:

• Know what personal information we have collected, the sources, the purposes, and the categories of third parties with whom we share it.
• Delete personal information we have collected from you, subject to legal exceptions.
• Correct inaccurate personal information.
• Opt out of the sale or sharing of personal information.
• Limit use of sensitive personal information (we do not use sensitive personal information beyond what is necessary to provide the service).
• Non-discrimination for exercising your rights.

To exercise these rights, please email [email protected] with the subject line “California Privacy Request”. You may also designate an authorised agent. We will verify your identity using information already on file before fulfilling the request.

We do not have actual knowledge of selling or sharing the personal information of consumers under 16 years of age.

11. Security

We maintain technical and organisational measures designed to protect personal information, including:

• Encryption in transit (TLS 1.2 or higher) and at rest (AES-256 or provider equivalent).
• Multi-factor authentication for administrative access.
• Role-based access control on a least-privilege basis.
• Peer code review and dependency scanning as part of our development process.
• Documented incident response procedures with defined escalation paths and notification timelines.

A more detailed description is available in our Security Overview at priceguide.ai/priceguide-security-overview.

No method of transmission or storage is wholly secure. If you become aware of a security issue, please email [email protected].

12. Changes to this Policy

We may update this Policy from time to time. Material changes will be communicated by email to account holders and announced on priceguide.ai at least 30 days before they take effect. The “Last updated” date at the top of this Policy reflects the most recent revision.

13. Contact

Priceguide Ltd 167-169 Great Portland Street, 5th Floor London W1W 5PF United Kingdom

• General privacy enquiries: [email protected]
• Security issues: [email protected]
• Legal notices: [email protected]

Priceguide does not have a designated Data Protection Officer. Under UK GDPR Article 37, we are not required to appoint one because we do not engage in large-scale systematic monitoring or large-scale processing of special category data. We review the need for a Data Protection Officer as our processing scales. Privacy enquiries are handled by our co-founder Steve Auchettl, who serves as our privacy contact point.

If you are in the EU/EEA and require a UK GDPR Article 27 representative, please contact us — we will provide the relevant details on request.