Privacy

This is what we do with information about you: what we collect, why, who else sees it, how long we keep it, and what you can make us do about it. One email is enough to ask us to delete it.

Last updated 31 Aug 2026

Who we are

ViableCloud LTD, company number 14585704, registered in England and Wales at 44-45 Beaufort Court, Admirals Way, London E14 9XL. We are the controller for the information described here, which means we decide what is collected and why, and we answer for it.

This notice covers this website, the emails we send, and any information you send us directly. It does not cover other people's sites we link to. Write to matt@viablecloud.io about anything on this page, including to have your information deleted.

What we collect

Only what a small company needs to answer you and to know whether its pages are any good. We do not ask for payment details, and we never ask for sensitive information such as your health, beliefs or politics. If you put something like that in a message to us, please don't: we have no use for it, and we will take it out of our records rather than keep it.

• What you give us. Your name and email address, which we need to answer you, and anything else you choose to type into a form or write to us in an email. Every other question on a form is marked optional and you can leave it blank.
• What your visit tells us. The pages you open and in what order, the site or link that sent you, any campaign tags in that link, the country your request comes from, and the kind of browser and device you are using.
• What we get from elsewhere. Occasionally your public professional details, from a social network or a company register, where you approached us and we are checking who we are talking to.

Why we use it, and what allows us to

One reason in law for each thing we do, rather than a list of reasons you have to match up yourself. Where the reason is our own legitimate interest, we have weighed it against your privacy first, and you can object at any time.

• Reply to you, keep your place on the waitlist, and send you the file you asked for.Our legitimate interest in answering someone who has asked us for something. You can object, and we will stop.
• Send you an occasional note about what we are doing, if you asked to hear from us.Your consent, which you give by asking and take back by replying with the word stop.
• Set cookies to count your visit in Google Analytics.Your consent, given or refused on the banner and changeable on this page at any time.
• Count page views and the things people do on a page, without cookies, and keep the site up, secure and unabused.Our legitimate interest in knowing which pages are read and in running a site that works and is not misused.
• Keep our books and meet our legal duties.A legal obligation on us as a UK company.
• Keep a record of anyone who has told us not to contact them.A legal obligation: it is the only way to be certain you are never added back.

Cookies and measurement

A cookie is a small file a site leaves in your browser. Two things here count visits, and only one of them uses cookies, so saying no to cookies does not switch both off. That is worth being exact about.

What runs either way

Our own counter runs on every visit. It stores nothing on your device and reads nothing that is stored there, and it carries no identifier, so it cannot tell one visitor from another or join two visits together. What it does watch is what you do on the page: which page you opened, which section came into view, which button you clicked, how far you scrolled, whether you started a form and whether you took a download.

Google Analytics is loaded on every page as well, and it receives that same list. Until you say yes it sets no cookies, but the page view and every one of those interactions still reach Google, along with the site that sent you, your browser and your IP address. Saying no stops the cookies. It does not stop the measurement, and we are not going to pretend otherwise.

If that is not what you want, a content blocker or an extension that blocks Google Analytics will stop it, and this site works perfectly well with one running. We do not act on your browser's do-not-track setting: it is a request rather than a block, almost nobody honours it, and we would rather say so than let you believe a switch is doing something it is not.

What waits for your yes

• Necessary. Remember the choice you made about the others and keep the site working. They carry no identifier that follows you elsewhere, and the law does not require us to ask before setting them.
• Analytics. Let Google Analytics recognise a returning browser and count it. Nothing in this group is set until you choose Allow, and it stops the moment you take that back.

We set no advertising cookies and we do not let anyone use this site to build a picture of you across the rest of the web. While your yes stands we also record the analytics id from that cookie against a form you send us, so we can tell which pages lead somewhere. Take your yes back and we stop doing that.

Your choice is yours to change, at any time, from here or from the bottom of any page. Refusing costs you nothing: the site works the same. You haven't chosen yet, so they are off. You can also clear or block cookies in your browser's own settings.

Email

Two kinds of email come from us. One answers something you did: a confirmation when you send a form, or the file you asked for. The other is an occasional note about what we are doing, and it goes only to people who asked to hear from us. We buy no lists, we sell and rent no addresses, and there is no newsletter waiting in your inbox: the Sunday article goes out on LinkedIn, and you follow or unfollow it there. Reply to anything we send with the word stop, or write to matt@viablecloud.io, and you are off it that day.

Who else sees it

We are a small company and other companies run parts of what we do. Some of them work only on our instructions; others, further down this list, do not, and it would be misleading to describe them the same way. We do not sell your information and we do not hand it over for advertising.

• The companies that host this site and store its data for usOur processors. They act only on our instructions and may not use anything of yours for themselves.
• The companies that deliver our email and run our mailboxesOur processors, on the same terms.
• Google, for analyticsDescribed in the cookies section below, because what it receives depends on what you chose.
• Advisers who need it to do their job for us, such as accountants, lawyers and insurersMostly not our processors. They answer for your information themselves, under their own duties.
• A regulator, a court, or the policeNever on our instructions. They receive it because the law obliges us, and they decide what to do with it.
• A buyer or successor, if the business or part of it ever changes handsThey would take on this notice with everything else, and you would be told before anything moved.

We have named categories rather than companies, because the companies change and a notice that lists them goes out of date the week one is swapped. If you want to know exactly who they are today, ask at matt@viablecloud.io and we will tell you.

Where it goes

We are in the UK, and so is the mailbox. Everything you send us is emailed to Matt, and that copy is held in the UK, where his mail provider keeps it.

The database copy is a different matter and we will not pretend otherwise. It sits on our host's network, our host is a US company with data centres all over the world, and we have not tied that storage to one region, so we cannot tell you which country it is in today. If that matters to you, ask before you send us anything and we will tell you where we have got to.

Google Analytics is the exception, and a real one. Google is a US company and the measurement described above is processed there, whatever you choose about cookies. That is the honest cost of the counting, and it is the strongest argument for running a blocker if you would rather not be counted.

When information does leave the UK, this is what it travels under. We went and read what each company publishes rather than assuming they had it covered.

• Our host: the standard contractual clauses approved by the European Commission, together with the UK Addendum the Information Commissioner issues for transfers out of the UK. It is also certified under the UK extension to the EU to US Data Privacy Framework.
• Google: certified under the same UK extension to the EU to US Data Privacy Framework for UK personal information, and the standard contractual clauses where that does not reach.
• Our mail provider: the same standard contractual clauses, and it does not copy mailbox data outside the region its customer picked, which for us is the UK.

Those are the terms each company publishes for the services we use, checked against their own documents on 31 Aug 2026. What we have not done is put a lawyer over them against our particular accounts, and we are not going to claim otherwise. Ask at matt@viablecloud.io for a copy of any of them.

How long we keep it

Where something outside us fixes the period, that period is below. Where nothing does, we say so plainly rather than publish a schedule with nothing behind it.

• What you sent through a form, and email between you and usFor as long as it is still doing the job you sent it for: answering you, getting you the file you asked for, holding your place on the waitlist, or carrying on a conversation we are still having. Once that is finished the record has no purpose left, and Matt takes it out by hand the next time he goes through them, which is every few months. You can also ask us to delete it at any point, and then it goes within a few days.
• Your email address, if you tell us to stop contacting youWe keep that one line for as long as we send anything at all, and nothing else with it. It is how we make sure you are never added back by accident.
• Counts of page views in our own recordsAt most seven days. Our host expires them on its own schedule and we do not copy them anywhere.
• Visit data held by Google AnalyticsOur settings there hold event level data for 2 months and user level data for 14 months. The 14 months starts again each time the same browser comes back, so an occasional reader is held longer than a one off visitor. Google's own aggregate reports are not governed by either setting and outlive both.
• Accounting recordsSix years from the end of the financial year they relate to, because company law requires it.

Ask us to remove something sooner and we will, unless it is one of the two rows above that the law bears on. When we delete it goes from our own records at once. Our host keeps short lived backups of its own, which we cannot reach into to pull out a single line and which expire on their own.

How we protect it

Everything travels over an encrypted connection and is stored encrypted. Your IP address is never written down as itself. Access is limited to the people who need it, protected by strong sign in, and we hold as little as we can in the first place, which is the only protection that never fails. No system is perfect. If something goes wrong in a way that puts you at risk, we will tell the regulator within 72 hours and tell you without delay.

Your rights

The law gives you these, and they cost you nothing to use. A few of them depend on why we are holding something, which is why some lines below have an "unless" in them; if one does not apply we will say so and explain why rather than go quiet.

• See what we hold about you, and get a copy of it.
• Have it corrected if it is wrong or half finished.
• Have it deleted, unless the law makes us keep it.
• Have us stop using it while a disagreement about it is settled.
• Object to us using it. If you object to marketing, we stop, every time and without asking why.
• Get what you gave us in a file you can take elsewhere, where you gave it to us on consent.
• Take back a consent whenever you like, which does not undo what was lawful before.
• Complain to a regulator, without going through us first.

To use any of them, write to matt@viablecloud.io. No form and no process. We answer within one month, and we will say so if a request is complicated enough to need longer. We may need to check you are who you say you are before we send personal information anywhere.

To complain about how we have handled your information, write to the same address with the word complaint in the subject. We will acknowledge it within 30 days, look into it, keep you posted while we do, and tell you what we decided. If you are not satisfied, or you would rather not come to us at all, the Information Commissioner's Office takes complaints directly at ico.org.uk, as does the data protection regulator where you live.

A few more things

Nothing here is decided by a machine. We do not make decisions about you automatically, and we do not build profiles to predict what you will do.

This site is not for children. It is meant for people at work, and we do not knowingly collect anything about anyone under 16. If we learn that we have, we delete it.

Other people's sites are their own. Follow a link away from here and what happens next is covered by their notice, not this one.

When this changes, the date changes. The date at the top of this page is the last time it was edited. If a change matters to you, we will say so by email rather than quietly editing the page.