Privacy Policy

Purpose of This Privacy Policy


Welcome to Equiyd's privacy policy. Your privacy is of importance to us, and we are committed to safeguarding your personal data. This policy details how we handle your personal data and data relating to a Horse when you engage with Equiyd through our Website or Platform (herein collectively referred to as “Sites”), or register as a User of the Sites, and informs you of your privacy rights and legal protections.

Please ensure you read this privacy policy, which should be considered alongside any other privacy notice we may provide on specific occasions related to personal data collection or processing, so you're well-informed about how we use your data.

The Sites are not intended for use by children under the age of 18 and we do not knowingly collect data relating to children. 


Data Controller

Equiyd (referred to as "Equiyd," "we," "us," or "our" in this privacy policy) is the controller of your personal data and is responsible for your personal information. For oversight of this policy, we have an appointed Data Protection Officer (DPO). For any questions, or to exercise your legal rights, please reach out to our DPO at the contact details provided below.


Contact Details

Should you have inquiries about this privacy policy or our practices, please contact our DPO at:

Postal Address: Equiyd Limited, Jactin House, 24 Hood Street, Manchester M4 6WX

While you may always lodge a complaint with the Information Commissioner's Office (ICO), we invite you to bring any issues to our attention first.

Policy Updates

This policy is under continual review and may be updated periodically. It is your responsibility to ensure your personal information remains accurate. Please notify us of any changes.

Third-Party Providers

When you provide personal data in connection with the Payment Services, our third party provider receives that personal data and processes it in accordance with their privacy policy. Their privacy policy is contained within the Third Party Privacy Policy section.

When you provide personal data in connection with connecting you with a potential   insurance provider, our third party provider receives that personal data and processes it in accordance with their privacy policy. You should review their privacy policy before submitting any personal data. 

Data which is not personal data which you submit to the Platform in relation to a Horse will be retained by the Platform in perpetuity. Equiyd will anonymise this data, removing any personal data, but allowing the Horse to continue to be identified. It may then be searched by future Users, a function which may be monetised by Equiyd. It is also possible that veterinary records and related data will be used by Equiyd to develop artificial intelligence capabilities in assessing and evaluating horses. If you wish to opt out of this data usage, please contact 

Third-party links

The Sites may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our Sites, we encourage you to read the privacy policy of every website you visit.

The data we collect about you

Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:

  • Identity Data includes first name, last name, email address, date of birth and telephone number.
  • Contact Data includes residential or business address, email address and telephone number.
  • Location Data includes your physical location, including longitude and latitude and / or what3words locations, when location services are enabled.
  • Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access our Sites.
  • Usage Data includes information about how you use the Sites, products and services.
  • Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.
  • Transaction Data includes details of Horses that you have purchased using the services provided by the Platform. 
  • Financial Data includes bank account and payment card details. 

We may also collect, use and share Aggregated Data such as statistical or demographic data for any purpose, including commercial purposes. Aggregated Data could be derived from your personal data but is not considered personal data in law as this data will not directly or indirectly reveal your identity.

If you fail to provide personal data

Where we need to collect personal data by law, or under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with services). In this case, we may have to cancel a service you have with us but we will notify you if this is the case at the time.

How your personal data is collected

We use different methods to collect data from and about you including through:

  • Direct interactions. You may give us your Identity, Contact, Location and Marketing and Communications Data by registering or otherwise entering data on our Sites by corresponding with us directly or contacting us by telephone or video call.
  • Automated technologies or interactions. As you interact with our Sites, we will automatically collect Technical Data about your equipment, browsing actions and patterns, and Usage Data. We collect this personal data by using cookies. 
  • Third parties or publicly available sources. We may receive personal data from third parties such as other users of the Sites, third party payment providers and any insurance provider you have contacted via the Sites, when required to enable us to provide services.
  • Technical Data is collected from the following parties: some text
    • Analytics providers (such as google, which is based outside the UK)
    • Advertising networks
    • Search information providers 
  • Contact, Financial and Transaction Data is collected from providers of technical, payment and delivery services (such as Stripe based outside the UK).
  • Identity and Contact Data is collected from data brokers or aggregators.

How we use your personal data

We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:

  • Where we need to perform the contract we are about to enter into or have entered into with you.
  • Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests. We make sure we consider and balance any potential impact on you and your rights (both positive and negative) before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).
  • Where we need to comply with a legal obligation.
  • Where we have sought your specific consent to use your personal data for a specified purpose, such as subscribing to a newsletter, or sharing your personal data with an insurance provider for matching services. 

Purposes for which we will use your personal data

We have set out below a description of the ways we may use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.

Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact us if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out below.

1. Purpose/Activity

To allow you to access our Sites and use our products and services.

Type of data

(a) Identity

(b) Contact

Lawful basis for processing including basis of legitimate interest

  • Performance of a contract with you
  • Necessary for our legitimate interests (to provide a service to our customers)

2. Purpose/Activity

To manage our relationship with you which may include contacting you, with updates or information about our service such as notifications, new product features (but excluding marketing).

Type of data

a) Identity

(b) Contact

(c) Location

Lawful basis for processing including basis of legitimate interest

  • Performance of a contract with you
  • Necessary to comply with a legal obligation
  • Necessary for our legitimate interests (provide relevant information to our customers)

3. Purpose/Activity

To operate, administer and protect our business and our Sites (including dealing with our customers, troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data)  

Type of data

(a) Identity

(b) Contact

(c) Location

(d) Technical

(e) Usage

(f)Marketing and Communications

Lawful basis for processing including basis of legitimate interest

  • Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security, to prevent fraud )
  • Necessary to comply with a legal obligation

4. Purpose/Activity

To improve our Sites,  products/services, marketing, customer relationships and experiences

Type of data

(a) Identity

(b) Contact

(c) Location

(d) Technical

(e) Usage

(f) Marketing and Communications

Lawful basis for processing including basis of legitimate interest

Necessary for our legitimate interests (to define types of customers for our products and services, to keep our Sites updated and relevant, to develop our business, to train our team and to inform our marketing strategy)

5. Purpose/Activity

To provide location and tracking updates to customers and suppliers

Type of data

(a) Identity

(b) Contact

(c) Location

Lawful basis for processing including basis of legitimate interest

Necessary for our legitimate interests (to provide services and information to our customers)

6. Purpose/Activity

To provide you with insurance matching quotations 

Type of data

(a) Identity

(b) Contact

(c) Location

Lawful basis for processing including basis of legitimate interest


Marketing activities

During the registration process on our Sites when your personal data is collected, you will be asked to indicate your preferences for receiving direct marketing communications from us.

We may also analyse your Identity, Contact, Technical, Usage and Profile Data to form a view which products, services and offers may be of interest to you so that we can then send you relevant marketing communications.

We will get your express consent before we share your personal data with any third party for their own direct marketing purposes.

You can ask to stop sending you marketing communications at any time by logging into the Sites and checking or unchecking relevant boxes to adjust your marketing preferences.

If you opt out of receiving marketing communications, you will still receive service-related communications that are essential for administrative or customer service purposes.


You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our Sites may become inaccessible or not function properly. For more information about the cookies we use, please see our Cookies Policy

Change of purpose

We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us.

If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.

Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

Disclosures of your personal data

When processing your personal data as described above, we may share your personal data with the parties set out below:

  • Other Site users and third party suppliers, when required to deliver the services that we offer.  
  • Service providers acting as processors who provide IT, software, payment services and/or system administration.
  • Professional advisers acting as processors including our lawyers, bankers, auditors and insurers who provide us with consultancy, banking, legal, insurance and accounting services.
  • When required by law or regulation, HM Revenue & Customs, regulators and other authorities acting as processors or joint controllers.
  • Third parties to whom we may choose to sell, transfer or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy

For the avoidance of doubt, you expressly authorise us to disclose any personal data, other data related to your usage of the Platform, and the Digital Audit Trail, in the event that such disclosure is requested in connection with proposed legal proceedings, pursuant to a court order, or any other legal process. 

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.

International transfers 

We may transfer your personal data to service providers that carry out certain functions on our behalf. This may involve transferring personal data outside the UK to countries which have laws that do not provide the same level of data protection as the UK law.

Whenever we transfer your personal data out of the UK to service providers, we ensure a similar degree of protection is afforded to it by ensuring that we only transfer your personal data to countries that have been deemed by the UK to provide an adequate level of protection for personal data, namely, the EU and USA. 

Data security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

We have internal procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.

Data retention

How long will you use my personal data for?

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

By law we have to keep basic information about our Users (including Contact, Identity, Financial and Transaction Data) for six years after they cease being customers for tax purposes. In some circumstances you can ask us to delete your data: see below for further information.

In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.

Your legal rights

Under certain circumstances, you have rights under data protection laws in relation to your personal data. These rights are to:

  • Request access to your personal data.
  • Request correction of your personal data.
  • Request erasure of your personal data.
  • Object to processing of your personal data.
  • Request restriction of processing your personal data.
  • Request transfer of your personal data.
  • Right to withdraw consent.

If you wish to exercise any of the rights set out above, please contact us or our representative using the contact details set out above.  

No fee usually required

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.

What we may need from you

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

Time limit to respond

We try to respond to all legitimate data requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

Third Party Privacy Policies