Who we are
True Worth Consulting Ltd (trading as “True Worth AI”, “we”, “our”, “us”) is registered in the UK and office at Ground Floor, Rear Barn, Knutsford, Cheshire WA16 0SR›. We design and deliver AI-powered consulting tools and services. For the purposes of the UK GDPR and EU GDPR, True Worth Consulting Ltd is the data controller of personal information collected via www.trueworth.ai and any related sites or apps (collectively, the “Site”).
Scope
This policy explains how we collect, use, disclose and protect personal data when you:
- visit or interact with the Site
- purchase or use our products or services
- communicate with us (e-mail, phone, social media, events, etc.)
It does not cover third-party sites or services that link to or from our Site.
What personal data we collect
| Category | Examples | Source |
|---|---|---|
| Identifiers | Name, postal address, e-mail, phone, account log-in, IP address | Directly from you; automatically via cookies |
| Commercial data | Purchase history, payment details (tokenised) | Directly from you; payment processor |
| Usage data | Pages viewed, links clicked, time on page, referring URL | Automatically via cookies/analytics |
| Technical data | Browser type, OS, device, screen resolution | Automatically via cookies/analytics |
| Marketing preferences | Opt-in/opt-out status | Directly from you |
How and why we use your data
| Purpose | Lawful basis (UK/EU) | Typical examples |
|---|---|---|
| Provide and operate the Site, products and services | Contract | Account creation, order fulfilment, customer support |
| Improve, test and secure our services | Legitimate interests | Debugging, analytics, fraud prevention |
| Marketing (e-mails, newsletters, events) | Consent or Legitimate interests | Product updates, webinar invites |
| Compliance & record-keeping | Legal obligation | Tax, accounting, regulatory requests |
We will not use your data for automated decision-making that produces legal or similarly significant effects without human review.
Comments
When visitors leave comments on the site we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.
An anonymised string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: https://automattic.com/privacy/. After approval of your comment, your profile picture is visible to the public in the context of your comment.
Cookies
We use first- and third-party cookies, SDKs and pixels to:
- remember your settings,
- analyse Site traffic, and
- measure marketing performance.
How we share data
We share personal data only as needed with:
- Service providers (cloud hosting, analytics, e-mail, payments) bound by confidentiality agreements.
- Business partners and resellers, when you request joint services.
- Legal/authorities if required to comply with law or protect rights, property or safety.
- Successors in the event of merger, acquisition or sale of assets (you will be notified of any change in control).
We never sell your personal information.
Embedded content from other websites
Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.
These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracking your interaction with the embedded content if you have an account and are logged in to that website.
How we share data
We share personal data only as needed with:
- Service providers (cloud hosting, analytics, e-mail, payments) bound by confidentiality agreements.
- Business partners and resellers, when you request joint services.
- Legal/authorities if required to comply with law or protect rights, property or safety.
- Successors in the event of merger, acquisition or sale of assets (you will be notified of any change in control).
We never sell your personal information.
International transfers
True Worth AI primarily stores data in the UK/EU. Where we transfer data outside the UK/EEA, we rely on:
- UK International Data Transfer Agreements (IDTAs),
- EU Standard Contractual Clauses (SCCs), or
- an Adequacy Decision (e.g., EU-US Data Privacy Framework)
Data retention
We keep personal data only as long as necessary for the purposes described above, or longer where required by law (e.g., tax records). When retention is no longer justified, we securely delete or anonymise the data.
Your rights
Under the UK/EU GDPR you have rights to:
- Access – obtain a copy of your data
- Rectify – correct inaccurate data
- Erase – request deletion (“right to be forgotten”)
- Restrict or Object – limit or oppose certain processing
- Data portability – receive data in a structured, machine-readable format
- Withdraw consent at any time (does not affect prior processing)
California residents also have additional rights under the CCPA/CPRA, including the right to opt out of “sharing” for cross-context behavioural advertising.
To exercise any right, e-mail us at privacy@trueworth.ai. We may need to verify your identity before responding.
Security
We employ administrative, technical and organisational measures designed to protect personal data, including encryption in transit and at rest, role-based access controls, regular penetration testing and staff training. No system is 100 % secure; please contact us immediately if you suspect unauthorised activity.
Children
Our services are not directed to children under 16. We do not knowingly collect personal data from minors. If you believe a child has provided us data, contact us and we will delete it.
Changes to this policy
We may update this Privacy Policy from time to time. Material changes will be posted on this page with a revised “Last updated” date and, where required, notified to you by e-mail or prominent notice.
Contact
If you have questions about this Privacy Policy or our privacy practices, contact our Data Protection Officer (DPO):
- E-mail: info@trueworth.ai
- Post: DPO, True Worth AI is the trading name for True Worth Consulting Ltd, Ground Floor, Rear Barn, Knutsford WA16 0SR
If we fail to resolve your concern, you have the right to lodge a complaint with the UK Information Commissioner’s Office (ICO) or your local supervisory authority.