Privacy Policy

1. Who we are

Better Creating Limited is the data controller for the personal information described in this policy. That means we decide why and how it is used, and we are the ones answerable for it.

Company: Better Creating Limited
Registered in: England and Wales, company number 17429314
Contact: hello@bettercreating.com — marked for the attention of Simon Pittman

We are a small business. There is no separate data protection officer, and we are not required to appoint one. Privacy questions come to Simon directly at the address above.

This policy covers everything we do: the Agentic Business Accelerator and its application, Agentic Business OS, the Agentic Business Guide service, our community, our newsletter and this website. Where a service we use has its own privacy policy — Circle, Notion, Anthropic and the rest — theirs describes what they do with information on our behalf, and ours describes why they have it at all.

2. The short version

The rest of this document is the detail. If you read nothing else:

We collect what we need to answer you, decide on your application, deliver what you have paid for and keep our books straight. Not more.
We do not sell your information, and we never have.
We do not run advertising trackers, analytics or a pixel on this site. The only cookie here is the one that keeps you signed in.
Marketing emails are opt-out at any time, in one click, and unsubscribing costs you nothing else.
You can ask for a copy of your information, or ask us to delete it, at any time, for free. Email hello@bettercreating.com and we will reply within one month.

3. What we collect

What we hold depends on how you have dealt with us. Most people appear in only one or two of these.

If you apply for the Accelerator: Your name, email address, business name, website or main social profile, and what your business does. Your answers to the application questions: your role, how many people work in the business, an annual turnover band, your experience with AI tools and with Notion, whether you can attend the live sessions, how many hours a week you can give it, and whether you are ready to invest. If you have already bought Agentic Business OS, the email address you bought with. We also record which link brought you to the form, so we know where applications come from.
If you buy from us: Your name, email address, billing country and the details of what you bought. Payment card details are handled by Lemon Squeezy and never reach us — we see the last four digits and the card type at most.
If you have an account on this platform: Your email address, an encrypted password or sign-in link, your licence or connection key, and a record of when you signed in. If you use the AI coaches, the messages you send and the replies you receive. If you use the guide service, a log of which guides were requested and when.
If you join the community: Your name, email address, profile details and anything you post. This is held in Circle, and Circle's own privacy policy applies to the platform itself.
If you book a call: Your name, email address, the time you chose and anything you wrote in the booking form.
If you subscribe to emails: Your name and email address, plus a record of which emails you opened and which links you clicked. This is held in Kit.
If you email us: Your email address and whatever you wrote, kept with our reply.
If you simply visit: Our host records standard server logs — IP address, browser, the page requested and the time. This is ordinary web-server housekeeping, not tracking, and we do not use it to build a profile of you.

We do not ask for special category information — health, ethnicity, religion, political opinions, sexual orientation, trade union membership, biometric or genetic data. Please do not put it in an application answer, a support email or a guide you ask us to look at. If it arrives anyway, we delete it.

Our services are not for children, and we do not knowingly collect information about anyone under 18.

4. Why we use it, and our lawful basis

UK data protection law requires us to have a specific reason — a lawful basis — for every use. Ours are these.

Assessing your application: Reading it, deciding on it, and getting back to you. Lawful basis: taking steps at your request before entering a contract.
Delivering what you bought: Giving you access, running the live sessions, answering your questions, keeping the guide service working for you. Lawful basis: performance of our contract with you.
Taking payment and keeping records: Invoicing, refunds, VAT and our statutory accounts. Lawful basis: performance of our contract, and our legal obligations under UK tax and company law.
Marketing emails: Telling you about our work, our writing and what we are opening next. Lawful basis: your consent, or — where you have bought from us or asked about buying — our legitimate interest in staying in touch with our own customers, which you can stop at any time.
Keeping the service secure and working: Preventing abuse, spotting fraud, rate-limiting, fixing faults and investigating outages. Lawful basis: our legitimate interest in running a service that is not broken or abused.
Improving what we make: Understanding which guides get used and where people get stuck, in aggregate. Lawful basis: our legitimate interest in improving our own products.
Considering you for a later cohort: If your application is not successful this time, keeping it so we can offer you a place on a future cohort first. Lawful basis: our legitimate interest, and yours. Tell us and we will delete it instead.
Defending or bringing a legal claim: Keeping enough of a record to deal with a dispute if one arises. Lawful basis: our legitimate interest in establishing, exercising or defending legal claims.

Where we rely on legitimate interests, we have weighed our reasons against your rights and privacy, and we will explain that assessment to you if you ask. Where we rely on consent, you can withdraw it at any time — that does not undo anything done before you withdrew it.

We do not make decisions about you by automated means alone. Applications are read and decided by Simon.

5. AI, and what happens to what you type

Some of what we make is built on AI. This is what that means for your information.

Messages you send to an AI coach on this platform are sent to Anthropic's Claude API so it can reply. They are stored against your account so your conversation is still there when you come back.
Anthropic does not use material sent through its API to train its models. We do not use your conversations to train anything either.
We can see conversations in our database. We look only when we need to — you have reported a fault, or we are investigating abuse — not as a matter of routine.
Treat an AI coach the way you would treat a shared document, not a diary. Do not paste passwords, API keys, card numbers, someone else's confidential information or special category data into it.
The AI tools you use in your own accounts — your Claude, your Notion — are governed by your agreements with those companies, not by this policy. What you put into them does not come to us.

7. Where your information is held

Our database is hosted in the European Union. Several of the services listed above are based in the United States, so some of your information is transferred outside the UK.

Where that happens we rely on one of the safeguards UK law allows: the provider is certified under the UK Extension to the EU–US Data Privacy Framework, or our contract with them includes the International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses. If you would like a copy of the safeguard that applies to a particular provider, ask and we will send it.

8. How long we keep it

We keep information for as long as we need it, and then we get rid of it. In practice:

Unsuccessful applications: Twelve months, so we can offer you a place on a later cohort before it opens publicly. Then deleted. Ask us sooner and we will delete it sooner.
Successful applications: Kept as part of your customer record, below.
Customer and payment records: Six years after the end of the tax year in which we last dealt with you. We do not get a choice about this one — UK tax and company law requires it.
Your account and your AI conversations: For as long as your account is open. If you close it, or ask us to, we delete them within 30 days, apart from the payment records above.
Community posts: For as long as you are a member. If you leave, your profile goes; posts you made in a shared conversation may remain, and we will remove or anonymise them if you ask.
Newsletter subscription: Until you unsubscribe. We then keep a minimal suppression record — your email address and nothing else — so that we do not add you back by mistake.
Support emails: Two years after the conversation ends.
Server logs: Short-lived, and set by our host rather than by us — typically around 30 days. We do not copy them anywhere.

9. Cookies

There is no cookie banner on this site because there is nothing to ask you about.

We do not use analytics, advertising tags, tracking pixels or third-party cookies anywhere on this platform. The only cookie we set is the one that keeps you signed in to your account. It is strictly necessary for a service you have asked for, which is why UK law does not require us to ask your permission for it, and it disappears when you sign out.

The application form saves your half-finished answers in your own browser so that a lost connection does not cost you your work. That stays on your device and is not sent to us until you press submit. Clearing your browser data removes it.

Pages hosted elsewhere — the Circle community, a Lemon Squeezy checkout, a Cal.com booking page — set their own cookies under their own policies. If we ever add analytics here, we will update this section and ask for your consent first where the law requires it.

10. Your rights

Under UK data protection law you have the following rights. All of them are free to exercise, and asking does not affect how we deal with you.

Access: Ask for a copy of the personal information we hold about you.
Rectification: Have anything inaccurate corrected, or anything incomplete completed.
Erasure: Ask us to delete your information, where we have no continuing reason to keep it.
Restriction: Ask us to pause using your information while a question about it is resolved.
Portability: Receive the information you gave us in a common machine-readable format, or have us send it to someone else.
Objection: Object to us relying on legitimate interests. If you object to direct marketing we will stop immediately, no questions asked.
Withdraw consent: Where we rely on your consent, take it back at any time.

To use any of them, email hello@bettercreating.com. We will reply within one month. If a request is unusually complex we may take up to two months longer, and we will tell you within the first month if that is going to happen. We may ask you to confirm who you are before we send personal information out — that protects you, not us.

We do not charge for any of this. If you have previously been told there is a £10 fee for a copy of your information, that was wrong and it no longer applies.

11. Marketing emails

Every marketing email we send has an unsubscribe link in it, and it works on the first click. You can also just reply and ask.

Unsubscribing from marketing does not stop the emails we have to send you about something you have bought — your receipt, your access details, a change to a session time. Those are part of the service, not marketing.

If you apply for the Accelerator we may add you to our email list so we can keep you posted on the cohort and on our work. The form tells you this before you submit, and you can leave at any time.

12. How we look after it

Everything travels over an encrypted connection, and our database is encrypted at rest.
Access is restricted at row level, so one customer's records cannot be read by another.
Passwords are never stored in a form anyone can read, including us.
Only Simon has administrative access to the systems holding your information.
Keys and credentials are held in a secrets manager, not in our code.

No system is perfect, and anyone who tells you otherwise is selling something. If a breach ever put your rights or freedoms at risk, we would report it to the Information Commissioner's Office within 72 hours and tell you directly without undue delay.

13. Complaints

If something about the way we have handled your information is wrong, tell us first at hello@bettercreating.com. We would rather fix it than have you take it elsewhere.

You also have the right to complain to the UK's data protection regulator at any time, and you do not have to come to us first.

Regulator: Information Commissioner's Office
Address: Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF
Helpline: 0303 123 1113
Online: ico.org.uk/make-a-complaint

14. Changes to this policy

We update this policy when what we do changes — a new supplier, a new product, a new reason for holding something. The version and date at the top always tell you which one you are reading.

If a change materially affects how we use information we already hold about you, we will tell you by email rather than quietly editing this page.