Privacy Policy

Last updated: 4 November 2026

This policy explains what personal data Factory X collects through this website and in the course of our work, why we collect it, who we share it with and what your rights are.

Who we are

Factory X Ltd (“Factory X”, “we”, “us”) is a company registered in England and Wales, company number 16855452. Our registered office is 128 City Road, London EC1V 2NX. We are registered with the Information Commissioner’s Office under registration number ZC143578.

We are the controller of the personal data described here. For any question about this policy or your data, email hello@factoryx.co.uk.

What we collect and why

When you visit this website

We use Cloudflare Web Analytics to count visits. It does not use cookies and only gives us totals, such as which pages are popular, which sites send us visitors, and the countries and types of device people use.

If you accept cookies, we also use HubSpot to record the pages you view, how you reached us and any campaign codes in the link you followed (for example, from an email or a LinkedIn post). If you later give us your details, for example by asking for a Buyer’s Ten report, HubSpot links that browsing history to you. HubSpot may also use your IP address to work out which organisation you work for. If you decline cookies, HubSpot counts your visit without identifying you. Our cookie settings page lists the cookies and lets you change your choice.

The Buyer’s Ten

While you answer the questions, your answers are saved in your browser so you can come back to them. They are not sent to us at that stage.

If you ask us to email your report, we collect your name, work email address, company (if you give it), your answers and scores, how you reached the page (the campaign codes in your link, or the site that referred you) and whether you would like to receive our briefings. We store these in HubSpot, which we use to manage our contacts. We use Google Workspace to produce your report as a PDF, keep a copy and email it to you.

We use this information to send you your report, to follow up with you about it and, if you tick the box, to send you our briefings.

The diagnostic

Everything you enter into the diagnostic stays in your browser. We do not receive any of it. If you accept cookies, HubSpot records your visit to the page in the same way as any other page on this site.

When you book a call

Our booking page uses HubSpot Meetings. When you book, we receive your name, email address, the time you choose and anything else you tell us in the booking form. We use this to arrange and hold the meeting, and the booking is added to our calendars.

When you contact us or work with us

If you email us, we hold your name, contact details and our correspondence. If we work together, we also hold the information about you and your organisation that we need to deliver the work, send invoices and keep proper records. We keep business contact details and notes of our conversations with people we meet in the course of our work, so that we can manage those relationships.

Our lawful bases

• Consent for analytics cookies and for sending you our briefings. You can withdraw consent at any time, through our cookie settings or the unsubscribe link in any email.
• Legitimate interests for answering your enquiries, sending the report you asked for and following up about it, managing our business relationships, understanding how our website is used and keeping it secure. We have weighed these interests against your rights and consider that they do not override them. You can object at any time.
• Contract where we need your information to take steps towards working together or to deliver work we have agreed.
• Legal obligation where the law requires us to keep records, such as for tax and accounting.

Who we share it with

We use a small number of providers who process personal data on our behalf, under contract and only on our instructions:

• HubSpot, for managing contacts, website analytics, forms and meeting bookings. Our HubSpot data is hosted in the European Union.
• Google, for Google Workspace: email, calendars, documents and file storage.
• Cloudflare, for hosting this website, keeping it secure and counting visits.

We may also share information with our professional advisers, or where the law requires it. We never sell personal data.

Transfers outside the UK

Some of these providers, or their support teams, may access data from outside the UK, including from the United States. Where that happens, the transfer is protected by safeguards recognised under UK data protection law, such as UK adequacy regulations (including the UK Extension to the EU-US Data Privacy Framework) or the UK International Data Transfer Addendum.

How long we keep it

• Buyer’s Ten reports, enquiries and other prospective client contacts: up to two years after we were last in touch, unless we go on to work together.
• Client records: for as long as we work together and six years after that, to meet our legal and accounting obligations.
• Buyer’s Ten answers saved in your browser: until you clear this site’s data from your browser.
• Cookies: for the periods shown on our cookie settings page.

Automatic scoring

The Buyer’s Ten and the diagnostic calculate scores automatically from your answers. The scores are for your information. We do not use them to make any decision about you that has a legal or similarly significant effect.

Your rights

Under UK data protection law you have the right to:

• ask for a copy of the personal data we hold about you
• ask us to correct data that is wrong or incomplete
• ask us to delete your data
• ask us to restrict how we use your data
• object to how we use your data, including an absolute right to object to direct marketing
• ask for data you gave us in a format you can pass to someone else
• withdraw your consent at any time, where we rely on it

To use any of these rights, email hello@factoryx.co.uk. We will reply within one month.

If you are unhappy with how we have handled your data, please tell us first so we can try to put it right. You can also complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.

Changes to this policy

If we change this policy, we will update this page and the date at the top.