Privacy notice

Last updated: Thursday 15 October 2026.

Who we are

ApexID is a learning design firm registered in the UK and the US. We are the controller of the personal information described here.

What we collect and why

When you use the contact form

We collect your name, email address, organisation, role (if you give it), what you need help with and your message. We use this only to reply to you and to discuss working together. When you send the form, we email your message to our team and send you a short confirmation by email. Our lawful basis is our legitimate interest in answering enquiries, or taking steps at your request before a contract.

When you book a call

Our booking calendar is run by Microsoft Bookings. When you book, Microsoft collects your name, email address and the time you choose, and shares them with us so we can hold the call. Microsoft's own privacy statement applies to its website.

When you try a portfolio piece

Portfolio pieces don't ask for any personal information. If we count how often pieces are used, we will only count anonymous events (a demo started, a viewer took over, a piece finished), never who you are. The same applies when a piece is embedded in another website.

When you visit the site

Our hosting provider, Google Firebase, keeps short-term server logs (such as IP address and pages requested) to run and protect the service. We don't use advertising or tracking cookies. See our cookie notice.

Who we share it with

We use a small number of service providers to run the site and our email: Google (Firebase hosting and the contact form service), Resend (which delivers the contact form emails) and Microsoft (email and bookings). They process information on our behalf. Some of them may store it outside the UK, under safeguards such as the UK International Data Transfer Agreement or adequacy regulations. We never sell your information.

How long we keep it

• Enquiries and booking details: 2 years after our last contact with you, then deleted.
• If we go on to work together: project and contract records for 6 years after the work ends, as UK law and good accounting practice expect.
• Server logs: kept by Google for a short period to run and protect the service, under Google's own retention rules.
• Email delivery logs: kept by Resend for a short period to deliver the contact form emails, under Resend's own retention rules.

You can ask us to delete your information sooner, unless we need to keep it by law.

Your rights

Under UK data protection law you can ask to see, correct or delete your information, object to how we use it, or ask us to limit its use. Some US states give similar rights. To use any of these rights, email info@apexid.co. You can also complain to the Information Commissioner's Office (ico.org.uk).

Contact

Questions about this notice: info@apexid.co.

In Pakistan

Our Pakistan office is at 103 Defence Raya Fairways, 4th Floor, DHA Phase 6, Lahore. This section adds to the notice above for people who contact us or work with us in Pakistan.

When you message or call us

If you message us on WhatsApp or call us, we see your phone number, your name as you have saved it, and what you send. We use this only to reply and to arrange your session. WhatsApp's own privacy policy applies to messages sent through it.

When you use the contact form

As well as the details above, the Pakistan form asks for your phone or WhatsApp number (optional), the type of organisation, your city, the format you prefer and what you need help with. We use them only to reply and to plan a first session.

Follow-up practice after a session

If you take part in a workshop or training, we may send short practice tasks and reminders by link, by email or by message, so learning continues after the session. We only do this with your organisation's agreement, and you can ask us to stop at any time.

Questions about how we use your information in Pakistan: info@apexid.co.