Our Privacy Policy

Last Updated: 04/08/2025

Introduction
This Privacy Policy explains how New Gradient ("we", "us", or "our") collects, uses, and protects information when you visit our website at newgradient.com (the "Website"). We are committed to protecting your privacy and complying with the UK General Data Protection Regulation (UK GDPR) and the Privacy and Electronic Communications Regulations (PECR).

Data Controller Information
New Gradient is the data controller for the personal data we process. You can contact us at:Email: services@newgradient.co.uk
Website: newgradient.com

Information We Collect
Information Collected Through RB2B
We use RB2B, a B2B website visitor identification service. For UK visitors, RB2B collects:
Company Information: The name and details of the company from which you are visiting our website
‍IP Address: Used to determine your company's location and identity
‍Technical Data: Browser type, operating system, device information
Behavioural Data: Pages visited, time spent on pages, navigation paths
Important Note: RB2B's person-level identification only operates for US visitors. For UK and EU visitors, only company-level information is identified, not individual personal data.
Information You Provide Directly
We may also collect information you voluntarily provide through:
Contact forms
Email communications
Newsletter sign-ups (if applicable)
Cookies and Similar Technologies
When you visit or log in to our website, cookies and similar technologies may be used by our online data partners or vendors to associate these activities with other personal information they or others have about you, including by association with your email or online profiles. We (or service providers on our behalf) may then send communications and marketing to these emails or profiles.
For more information about cookies, please see Section 6 below.
How We Use Your Information
We process your information under the following legal bases:
Legitimate Interests
We use your information for our legitimate business interests, including:
B2B Marketing: Identifying potential business clients and understanding their interests
Website Analytics: Understanding how businesses interact with our website
Business Development: Reaching out to companies that may benefit from our services
Website Improvement: Enhancing user experience based on visitor behaviour

Consent
Where required by law, we obtain your consent before placing certain cookies or processing your data for specific purposes.
Contractual Necessity
We may process your information when necessary to fulfil our contractual obligations or in preparation for entering into a contract with you.
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Data Retention
We retain your personal information for as long as necessary to fulfil the purposes outlined in this Privacy Policy, unless a longer retention period is required by law. Specifically:
‍RB2B Analytics Data: We retain website visitor data for up to 24 months to analyse business trends and marketing effectiveness
Direct Communications: Information from contact forms or emails is retained for 3 years or until you request deletion
Marketing Data: If you've expressed interest in our services, we retain your information for up to 3 years from last interactionWe regularly review our data retention practices and delete information that is no longer necessary for our business purposes.

Cookies
What Are Cookies?
Cookies are small text files placed on your device when you visit a website. They help the website remember your actions and preferences.
How We Use Cookies
We use the following types of cookies:
‍Essential Cookies: Required for the website to function properly
Analytics Cookies: Including RB2B tracking cookies that help us understand how businesses use our website
Functional Cookies: Remember your preferences and enhance your experience6.3 Managing CookiesYou can control and/or delete cookies as you wish. You can delete all cookies that are already on your computer and set most browsers to prevent them from being placed. However, if you do this, you may have to manually adjust some preferences every time you visit our site, and some services and functionalities may not work.To opt out of RB2B tracking specifically, visit: https://app.retention.com/optout
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‍Your Rights
Under UK GDPR you have the following rights regarding your personal data:
Right to AccessYou can request a copy of the personal data we hold about you.
Right to RectificationYou can request that we correct any inaccurate or incomplete personal data.
Right to ErasureYou can request that we delete your personal data in certain circumstances.
Right to Restrict ProcessingYou can request that we limit how we use your personal data.
Right to Data PortabilityYou can request to receive your personal data in a structured, commonly used format.
Right to ObjectYou can object to our processing of your personal data for direct marketing purposes or based on legitimate interests.
Rights Related to Automated Decision-Making
You have the right not to be subject to decisions based solely on automated processing that significantly affects you.To exercise any of these rights, please contact us at services@newgradient.co.uk. We will respond to your request within one month.
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Data Security
We implement appropriate technical and organisational measures to protect your personal data against unauthorised or unlawful processing, accidental loss, destruction, or damage. These measures include:
Secure data transmission
Regular security assessments
Limited access to personal data
Employee training on data protection
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International Data Transfers
RB2B processes data in the United States. When your data is transferred outside the UK, we ensure appropriate safeguards are in place to protect your information in accordance with UK GDPR requirements.

Third-Party Links
Our website may contain links to third-party websites. We are not responsible for the privacy practices of these external sites. We encourage you to read the privacy policies of any third-party sites you visit.

Children's Privacy
Our website and services are not directed to individuals under the age of. We do not knowingly collect personal data from children under 16.

Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. We will notify you of any material changes by posting the updated policy on this page with a new "Last Updated" date.

Complaints
If you have concerns about how we handle your personal data, you have the right to lodge a complaint with the Information Commissioner's Office (ICO):
Website: https://ico.org.uk/
Phone: 0800 433 2057
Email: services@newgradient.co.uk
Website: newgradient.com