Privacy Policy

Who we are

Activate Leaders Ltd (“we”, “us”, “our”) operates the leadership diagnostic assessment at activateleaders.co.uk. Activate Leaders Ltd is registered in England and Wales (company number 17499418). Our registered office is 483 Green Lanes, London N13 4BS. We are the data controller for the personal data described in this policy.

For any privacy-related queries, please contact us at mike@activateleaders.co.uk.

What data we collect

When you complete the assessment, we collect:

• Demographic information: job title, sector, organisation size, and years of leadership experience — used solely for contextual score interpretation.
• Assessment responses: your answers to Likert-scale items, preference pairs, and open-ended reflection questions.
• Email address: collected only when you choose to receive your results report.
• Communication preference: whether you chose to receive follow-up insights related to your assessment results.

We do not collect: your name, payment card details, precise location, or any other personal identifiers beyond those listed above. The diagnostic assessment is entirely free of charge — no payment data is processed by this application.

Special category data

Some assessment responses about emotional intelligence and wellbeing may constitute data relating to mental health under Article 9 of the UK GDPR. We process this data under your explicit consent (Article 9(2)(a)), which you provide via the consent checkbox during onboarding. You may withdraw this consent at any time by contacting us.

Our lawful basis for processing

• Consent (Article 6(1)(a)): We process your assessment data and generate your leadership report based on the consent you give during onboarding.
• Consent (Article 6(1)(a)): If you choose to receive follow-up insights and resources, we use your email for those communications based on your separate opt-in. You can unsubscribe or withdraw this consent at any time.
• Legitimate interest (Article 6(1)(f)): We use basic analytics to improve the assessment experience.

How we use your data

• Score calculation and report generation: Your responses are scored using our psychometric engine and used to generate your personalised leadership report.
• AI-generated coaching insights: Your responses are processed by an AI language model (Claude, by Anthropic) to generate narrative coaching insights. These API calls are pseudonymised — a random session identifier is used in place of any personal information. Your name, email address, and demographic details are never sent to the AI model.
• Email delivery: If you provide your email, we send your results report via Resend (our transactional email provider).
• Follow-up communications: If you opt in, your email is added to our mailing list via MailerLite for follow-up insights and resources related to your diagnostic results. Every email includes an easy way to unsubscribe.

Data minimisation

We collect only the minimum data necessary to deliver meaningful assessment results. Demographics are used solely for contextual interpretation of your scores. Your email is collected only when you actively request your report. AI processing uses pseudonymised data with no personally identifiable information.

Data retention

• Assessment data: Retained for up to 12 months of inactivity. After this period, your data is anonymised — your email is removed and your respondent identifier is replaced with a random value. Anonymised score data may be retained for aggregate analytics.
• Email address: Deleted within 30 days of an unsubscribe request.
• AI-generated reports: Stored alongside your assessment data and subject to the same retention schedule.

Third-party services

We use the following third-party processors:

• Supabase (EU-West hosting) — database and authentication.
• Vercel — application hosting and edge network.
• Anthropic (Claude API) — AI report generation (pseudonymised data only).
• Resend (EU-West hosting) — transactional email delivery.
• MailerLite — follow-up email communications (only if you opt in).

If you choose to book a coaching session, you will be directed to Cal.com, which processes scheduling and payment separately via its own Stripe integration. Any payment data you provide for coaching sessions is handled entirely by Cal.com and Stripe — not by this application.

Your rights

Under the UK GDPR, you have the right to:

• Access: Request a copy of all personal data we hold about you.
• Rectification: Ask us to correct any inaccurate data.
• Erasure: Request deletion of all your personal data. We will delete your assessment responses, scores, reports, and email address.
• Data portability: Receive your data in a portable format. Your PDF leadership report serves as a portable copy of your assessment results.
• Withdraw consent: Withdraw your consent to data processing at any time. This does not affect the lawfulness of processing carried out before withdrawal.
• Object: Object to processing based on legitimate interest.
• Complaint: Lodge a complaint with the Information Commissioner’s Office (ICO) at ico.org.uk.

To exercise any of these rights, contact us at mike@activateleaders.co.uk.

Cookies

We use a small number of strictly necessary cookies to maintain your assessment session (e.g., your resume token). We do not use advertising cookies or third-party tracking cookies. Vercel Analytics collects anonymous performance data without cookies.

Changes to this policy

We may update this policy from time to time. Material changes will be communicated via email where possible. The “Last updated” date at the top of this page indicates when the policy was last revised.