AlphaMax (Non-Product) Privacy Notice

This privacy notice explains how AlphaMax collects, uses, and protects your personal information when you visit our website (www.alphamax.co.uk), provide your details at an event or via a partner, or where we identify your business as a potential lead. It also covers interactions such as completing online forms, requesting quotes, demos, or services, contacting us via telephone or chatbot, visiting our offices, or engaging with us in any other manner.

For individuals in the USA, this document also serves as our Privacy Policy in accordance with relevant state privacy laws.

We have kept this notice concise and clear to ensure accessibility. While we understand not everyone reads these policies in full, those who do will find the essential legal information regarding their rights and our obligations. Though summarised, this notice does not lessen our commitment to the security and protection of your personal data.

1. Who We Are

AlphaMax is the trading name of our eCommerce software and services platform. AlphaMax operates under Downton Tech Ltd., registered in the United Kingdom with our office at Ventura House 2 Arlington Square, Downshire Way, Bracknell, Berkshire, England, RG12 1WA. Our UK company registration number is 16249160.

AlphaMax adheres to applicable data protection laws in the United Kingdom, European Union, and the United States.

We are registered with the UK Information Commissioner’s Office (ICO) as a data controller, registration number xxxxxxxx.

2. Categories of Data We Collect & Lawful Basis

Website Visitors

We collect the following categories of personal data when you engage with us online, via telephone, chatbot, email, in person, or through marketing interactions:

  • Contact Data: Name, company name, job title, email address, telephone number, company website, country, company address, and location.
    UK/EU Lawful Basis: Legitimate Interest.

  • Technical & Usage Data: IP address, browser type and version, time zone, operating system, device technology, and usage patterns.
    Lawful Basis: Legitimate Interest for necessary cookies; Consent for analytics, statistical, and marketing cookies.

  • Marketing & Communications Data: Your marketing and communication preferences.
    Lawful Basis: Legitimate Interest (business-to-business communications only).

Prospects & Leads

We may obtain personal data from:

  • Authorised resellers, introducers, and partners.
  • Public sources such as company websites and Companies House.
  • Third-party data providers such as ZoomInfo and LinkedIn.

Lawful Basis: Legitimate Interest for identifying potential business clients and managing communications.

Consent applies where you specifically agree to marketing materials or analytics cookies. Consent is always freely given, specific, informed, and clear.

3. Purpose of Collection

We collect your personal data to:

  • Manage and grow our business.
  • Respond to enquiries and service requests.
  • Identify businesses who may benefit from AlphaMax products or services.
  • Send you relevant offers, updates, and service information.
  • Deliver relevant website content and advertising.
  • Analyse the effectiveness of our marketing and maintain website security.

You may unsubscribe at any time by contacting marketing@alpha-max.co.uk or using unsubscribe links in our communications.

4. Who We Share Data With

We may share your data with:

  • Our customer relationship management platform.
  • Website support, hosting, and chatbot service providers.
  • Cloud and IT service providers.
  • Professional advisors including lawyers, bankers, auditors, and insurers.
  • Marketing and PR service providers.

Data may be shared within our corporate group for technical support, product development, quality testing, cross-sell and up-sell opportunities, and customer service.

In the event of a sale, merger, or restructuring, we may transfer your data as legally required.

5. Data Transfers Outside the UK and EU

We ensure your data is protected when transferred internationally by:

  • Using countries with approved data adequacy status.
  • Implementing Standard Contractual Clauses (SCCs) and performing transfer risk assessments.
  • Relying on the EU/US Data Privacy Framework where appropriate.

For further information on international transfers, contact dpo@alpha-max.co.uk.

6. Data Retention

We retain personal data only as long as necessary for our purposes and legal obligations. Typically:

  • Marketing opt-outs are honoured by moving your data to a suppression list.
  • Business records are retained for up to six years post-contract for tax and audit purposes.
  • Anonymised data may be retained indefinitely for research or statistical purposes.

7. Your Rights Over Your Data

UK & EU Residents

You have the right to:

  • Be informed about the collection and use of your personal data.
  • Access your personal data (Data Subject Access Request).
  • Rectify inaccurate or incomplete data.
  • Request erasure of your data where applicable.
  • Object to processing based on legitimate interests.
  • Request restriction of data processing.

To exercise these rights, contact dpo@alpha-max.co.uk.

US Residents

Your rights vary by state. Generally, you may have:

  • Right to Know/Access the data we hold on you.
  • Right to Delete your data (with exceptions).
  • Right to Correct inaccurate data.
  • Right to Opt Out of data sales (Note: AlphaMax does not sell your data).
  • Right to Opt Out of Targeted Advertising/Profiling.
  • Right to Non-Discrimination when exercising your rights.

Contact dpo@alpha-max.co.uk or write to our Data Protection Officer at Ventura House 2 Arlington Square, Downshire Way, Bracknell, Berkshire, England, RG12 1WA.

8. Cookies and Third-Party Websites

For information about the cookies we use, visit our Cookies Policy.

Our website may link to third-party websites or applications. We are not responsible for their content or privacy policies.

9. Queries and Complaints

Please contact dpo@alpha-max.co.uk if you have any questions or concerns about your personal data.

UK residents may also complain to the Information Commissioner’s Office at https://ico.org.uk/make-a-complaint/.

EU residents may contact the Estonian Data Protection Inspectorate at https://www.aki.ee.

However, we would appreciate the opportunity to resolve your concerns directly.

Policy Version & Updates

Version Summary of Changes Date
1.0 Original 02 April 2025
2.0 Updated structure, branding, and US/EU compliance details 04 April 2025