Privacy notice
Last updated 3 November 2026.
Who we are
Unmasking Potential is the trading name of Unmasking Performance Ltd, company 17543569, registered office 2 Victoria Street, Chatteris, PE16 6AP. We are registered with the Information Commissioner's Office (ICO), registration number ZC286344.
Contact us about your data at info@unmaskingpotential.co.uk. Our Data Protection Lead is Rea Farrimond.
What we collect and why
| Who | What | Why | Lawful basis |
|---|---|---|---|
| People who contact us | Name, email, phone, organisation, what you ask | To reply and talk about working together | Legitimate interests |
| Clients and their staff | Contact details, meeting notes, project files | To deliver our consultancy, training and AI builds | Contract |
| People we support or train | Name, contact details, and, only if you choose to share it, information about your neurodivergence, disability or health, such as a "This is me" sheet | To make adjustments and support you well | Contract. Explicit consent for health information |
| People who book a call | Name, email, time booked | To arrange the call | Contract or legitimate interests |
| Newsletter subscribers | Name, email | To send updates you asked for | Consent |
| Suppliers | Contact and payment details | To pay them and keep accounts | Contract, legal obligation |
We only ask for health information when it helps us support you. You can say no, and you can withdraw consent at any time.
Recordings and AI
With your agreement we may record meetings to make notes. We use AI tools, including Claude by Anthropic, to help with our work. We don't put identifiable health information into AI tools unless the tool's contract and settings protect it, and a person always checks the result. We don't make decisions about you by automated means alone.
Our own tools and Google
We use a small tool of our own, called "UP rclone", to keep our own Google Drive files in step between Google Drive and our computers. Only Rob and Rea Farrimond sign in to it, with UP's own Google accounts. It reads and saves files in our own Drive and nothing else. It isn't offered to anyone outside UP, and it doesn't collect, share or sell anyone's Google data. Use of Google data follows the Google API Services User Data Policy, including its Limited Use rules.
Who sees your data
Only Rob and Rea Farrimond, and the service providers we use to run the business (email, file storage, accounts, AI, hosting). Each works under a written contract. We never sell your data. We share it with others only if the law requires.
Data outside the UK
Some providers store data in the USA or the EU. Where they do, we rely on UK approved safeguards, such as the UK adequacy rules or the UK's approved contract clauses.
How long we keep it
- Enquiries that don't become work: 12 months.
- Client and project records: 6 years after the work ends.
- Health information: deleted when the support ends, unless you ask us to keep it.
- Accounts and invoices: 6 years after the end of the financial year (HMRC).
- Newsletter: until you unsubscribe.
Your rights
You can ask us to: see your data, correct it, delete it, limit how we use it, object to how we use it, or move it to someone else. You can withdraw consent at any time. Email info@unmaskingpotential.co.uk. We reply within one month.
Complaints
If you're unhappy with how we use your data, tell us first at info@unmaskingpotential.co.uk. We'll acknowledge within 30 days and tell you what we've done. You can also complain to the ICO: ico.org.uk/make-a-complaint, 0303 123 1113.
Cookies
Our website doesn't use cookies, and it doesn't use tracking or analytics. If that changes, we'll update this notice and ask for your agreement first where the law needs it.