Loved & Kept

Privacy Policy

Last updated: April 2026

Who we are

This website is operated by FourFourFive Limited, a company registered in Scotland, with its registered office at 4 Hughes Close, Edinburgh, EH7 4FU. FourFourFive Limited is the data controller for the personal data described in this policy.

We are registered with the UK Information Commissioner's Office (ICO) under registration number ZC118959.

If you have any questions about how we handle your data, you can contact us at team@445innovation.com.

What data we collect

When you visit this website and use the tools and content on it, we may collect the following:

  • Analytics data (only with your consent) - if you accept our cookie banner, we receive aggregated analytics through Google Analytics 4 (page views, events, approximate location derived from IP) and, where the site has PostHog configured, session behaviour data with all input fields and text content masked.
  • Tool inputs - most tools on this site run entirely in your browser and do not transmit the data you enter to our servers. Where a tool does send data to our servers to produce a result, the request is processed transiently and the input is not retained beyond what is needed to return the result.
  • Contact messages - if you email us through the contact page or any contact link, we receive your message and any details you provide (such as your email address) so that we can respond.
  • Waitlist sign-ups - if this site offers a waitlist and you sign up, we store the email address you provide so we can notify you about launch and related updates. You can unsubscribe at any time.
  • Request metadata - our infrastructure providers (notably Cloudflare) may briefly log request metadata, including IP addresses, for the purposes of security, caching and abuse prevention. We may keep a one-way hash of your IP address for a short period to apply rate limits. We do not store full IP addresses in our own systems.

How we use your data

We use the data we collect to:

  • operate, maintain and improve the tools and content on this website
  • respond to messages you send us
  • send you waitlist updates if you have signed up
  • measure how this website is used and improve it (only if you accept analytics cookies)
  • prevent abuse and protect the service against attack

We do not use your data for automated decision-making or profiling that produces legal or similarly significant effects. We do not use your data to train AI or machine-learning models.

Legal basis for processing

Under UK data protection law we rely on the following legal bases:

  • Consent - for analytics and session-replay cookies, which are only activated if you explicitly accept our cookie banner. You can withdraw consent at any time by clearing cookies for this site.
  • Legitimate interests - for responding to contact messages, delivering waitlist updates you have requested, and protecting the service against abuse. These interests do not override your rights and freedoms.
  • Legal obligation - where we are required by law to retain records.

Cookies and similar technologies

We use a minimal set of cookies:

  • Consent preference - a first-party cookie that remembers whether you accepted or rejected analytics cookies. This is strictly necessary and does not require consent.
  • Analytics (consent required) - if you accept, Google Analytics 4 may set cookies to measure page views and events, and PostHog (where enabled on this site) may set cookies to record anonymised session behaviour with input fields masked. If you reject, no analytics or advertising cookies are set.

You can withdraw consent at any time by clearing your cookies for this site. The consent banner will reappear on your next visit. Rejecting cookies does not affect the functionality of the tools on this site.

Third-party data processors

We may share your data with the following processors, who act on our instructions under appropriate data processing agreements:

  • Cloudflare - content delivery, caching, and bot and abuse protection. Cloudflare may transiently process request metadata (including IP addresses) across its global edge network.
  • Google Analytics 4 - website analytics, consent-gated. Data is processed in the United States.
  • PostHog - session replay and behavioural analytics, consent-gated, where enabled on this site. Data is processed in the European Union (Frankfurt).
  • Resend - transactional email delivery for waitlist notifications and contact-form replies, where used. Data is processed in the United States.

We do not sell your personal data to anyone, and data is only shared with processors to the extent necessary for them to perform their function.

International data transfers

Some of our processors are based in the United States. Where personal data is transferred outside the United Kingdom, these transfers are protected by appropriate safeguards, including the UK Extension to the EU-US Data Privacy Framework, UK Standard Contractual Clauses (SCCs), or UK International Data Transfer Agreements (IDTAs), as applicable to each processor.

Data retention

We keep personal data only for as long as necessary:

  • Contact messages - up to 24 months so we can provide continuity of support, after which they are deleted or anonymised.
  • Waitlist sign-ups - until you unsubscribe or the waitlist is closed.
  • Hashed IP addresses used for rate limiting - no more than 7 days.
  • Analytics data - retained according to the provider's settings (typically up to 14 months in Google Analytics 4 and up to 12 months in PostHog).

Your rights

Under UK data protection law, you have the right to:

  • request a copy of the personal data we hold about you
  • ask us to correct inaccurate or incomplete data
  • ask us to delete your data
  • ask us to restrict or object to how we process your data
  • request a copy of your data in a portable format
  • withdraw consent at any time where processing is based on consent

To exercise any of these rights, contact us at team@445innovation.com. We will respond within one month.

Children's privacy

This website is not directed at individuals under the age of 16, and we do not knowingly collect personal data from children. If you believe a child has provided us with personal data, please contact us and we will delete it promptly.

Security

We take the security of your data seriously. We rely on established infrastructure providers with strong security practices, apply transport encryption (TLS) to all traffic, and limit access to personal data to what is strictly necessary for the service to function.

Changes to this policy

We may update this policy from time to time to reflect changes in our practices or in the law. The "Last updated" date above will reflect the most recent version. For material changes we will highlight the update on the website.

Complaints

If you have concerns about how we handle your personal data, please contact us first at team@445innovation.com so we can try to resolve the matter directly.

You also have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK's supervisory authority for data protection. You can contact the ICO at ico.org.uk or by telephone on 0303 123 1113.

Contact

FourFourFive Limited
4 Hughes Close
Edinburgh
EH7 4FU

Email: team@445innovation.com

ICO registration: ZC118959