Privacy Policy

About us

Background Limited (“TX”, “We”, “Us”) is an online platform which uses artificial intelligence technology to connect advice-seekers (our “Clients”) with niche experts (“Experts”). This policy sets out how we collect and use any personal data we collect or receive about you, why we collect and use your personal data, who we might share this information with and your rights in relation to your personal data.

Data protection compliance

Unless stated otherwise, we are the data controller for the purposes of data protection legislation (meaning that we are responsible for deciding how your personal data is used).


The information we collect

We may collect the following types of information:

  • Identity information such as first name, last name, gender, images of you, username and/or other user identifiers including date of birth, nationality;We may collect the following types of information:
  • Contact details of those Experts and Clients who are registering for services and/or requesting connections (including contact details of any person on whose behalf you are requesting services);
  • Details of Experts’ background, as is sufficient to enable our Clients to decide whether or not to seek the advice of our Experts. This information may include details of Experts’ educational background, work history and specific areas of interest; and
  • Feedback and survey responses we receive from you and others.


Aggregated Data

In addition to the above, please note that we may use and share aggregated data (such as data about your industry sector). This may have originally generated from your personal data but is not treated as personal data under GDPR (as it doesn’t individually identify you). On such basis, we can use this data for any purpose. If this aggregated data is ever combined with other data in such a way that you can be personally identified, we will only use that data in accordance with this Privacy Policy.

Information about other people

If you provide information to us about any person other than yourself, you must ensure that they understand how their information will be used and that you are authorised to disclose it to us, and to consent to its use on their behalf, before doing so.


In common with many other website operators, we use standard technology called ‘cookies’ on this website. Cookies are small pieces of information that are stored by your browser on your computer’s hard drive and they are used to record how you navigate our website on each visit.

Our cookies are used to enable us to develop our websites and to enable you to properly navigate them. We use cookies to collect limited personal information to enable us to reflect our users interests and by noting who has seen which pages, (including ‘click throughs’ from emails), how frequently particular pages are visited and to enable us to determine the most popular areas of our websites. We may use cookies to enrich your experience of using our websites by allowing us to tailor what you see to what we have learned about your preferences during your visits to our sites. Sometimes we may use services of third parties and they may use cookies on our behalf in order to provide their services.

Preventing use of cookies

Most browsers automatically accept cookies, but you can usually change your browser to prevent cookies being stored. For further information on cookies and Flash cookies and how to switch them off see the Information Commissioner’s website at or visit

Payment information

Any payment card information you provide will only be available to the payment provider. This will not be available to us.


Sources of information

We will typically obtain information directly from you (or from someone who requests services for you on your behalf) or the device you use to communicate with us. We also obtain information about you through publicly available sources including:

  • Professional social media and networking sites;
  • Corporate websites;
  • Academic journals;
  • Clinical trial websites;
  • Research laboratory websites; and
  • Other online sources.


Please note that where we collect your information through publicly available sources, we may do so with the aid of algorithmic software programmes. These programmes search the web to help us find suitable Experts for specific Client purposes.


How we will use this information

All personal information that we obtain about you and/or any other person whose details you provide will be recorded, used, and protected by us in accordance with current data protection legislation, any other terms and conditions that are relevant to the services you request and this Privacy Policy. We will primarily use the personal information we obtain for:

  • Administration: for registration and general administration, creating and administering login credentials and for record-keeping purposes;
  • Making Connections: to help put you in touch with advice-seekers (if you are an Expert), or Expert (if you are an advice-seeker) and arrange connections;
  • Market Research: to carry out market research so that we can improve the services we offer;
  • Service Development: for research purposes and to enable us to understand requirements and improve the operation of the TX platform and service;
  • Communication: to communicate with you in the event that any services requested are unavailable or if there is a query or problem with your requests;
  • Analysis: to track and analyse activity on our website and to understand the interests and views of our Clients and Experts; and
  • Getting to Know You: to create an individual profile for you so that we can enhance your user experience, to understand and respect your preferences.


Lawful processing of your personal data

The legal basis for the collection and processing of your personal data is:

  • for administration and service delivery: that it is necessary to fulfil the contract that you are going to enter into or have entered into with us.
  • in all other cases: that it is necessary for our legitimate interests. As a platform which seeks to connect our Clients with niche Experts, the collection and sharing of personal data is a fundamental, essential part of our business. We carry out a ‘balancing test’ to ensure that our processing is necessary and that your fundamental rights of privacy are not outweighed by our legitimate interests, before we go ahead with such processing.


Disclosing your personal information

In order to provide our services, we may, occasionally, appoint other organisations to carry out some of the processing activities on our behalf, for example, technology hosts. In these circumstances, we will ensure that personal information is properly protected and that it is only used in accordance with this Privacy Policy.

In addition, we may pass relevant personal information to others where this is necessary for the service you require. For example, if you wish to provide advice to one of our Clients, we may disclose your information to the relevant Client so that they can decide whether to connect with you.



We take the security of personal information seriously and all information you provide to us is stored on our secure servers. We have procedures in place to ensure that our paper and computer systems and databases are protected against unauthorised disclosure, use, loss and damage. We only use third party service providers where we are satisfied that they provide adequate security for your personal data.

Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our site and any transmission is at your own risk.


Recording telephone calls

Where you have given your consent, we may record and monitor telephone calls which we have arranged between our Clients and Experts for security and record-keeping purposes (and to improve the quality of the services we provide to you).


Data retention

We will normally keep your personal data for two years unless we say otherwise in any privacy notice you are given. If, after this point, you have not taken up any further services, we will keep only minimal personal data about services you have had from us, an outline of any incidents and details of any preferences or consents.


Use of your information outside of Europe

Unless we say otherwise in any privacy notice you are given, we do not transfer personal data outside of the United Kingdom or the European Economic Area, unless such a transfer is required in order to fulfil the service you have requested (for example, in situations where we need to connect one of our Clients or Experts with a third party based outside of the European Economic Area). If we transfer your personal data outside of the European Economic Area, we will take appropriate steps to ensure that it is protected in accordance with this Privacy Policy and applicable privacy laws.


Changes to this privacy policy

Privacy laws and practice are constantly developing and we aim to meet high standards. Our policies and procedures are, therefore, under continual review. We may, from time to time, update our security and privacy policies.  If we want to make any significant changes in how we will use your personal data we will contact you directly and, if required, seek your consent.

We will ensure this website has our most up to date policy and suggest that you visit our privacy page periodically to review our latest version.


Updating and correcting information

You may update or correct your personal information online in relevant areas of this website or by contacting us in writing or by email (see the section ‘How to contact us’ below). Please include your name, address and/or email address when you contact us as this helps us to ensure that we accept amendments only from the correct person. We encourage you to promptly update your personal information if it changes.  If you are providing updates or corrections about another person, we may require you to provide us with proof that you are authorised to provide that information to us.


Your rights

In certain situations, you are entitled to:

  • access a copy of your personal data;
  • correct your personal data;
  • erase your personal data;
  • object to the processing of your personal data where we are relying on a legitimate interest (as set out in the above table);
  • restrict the processing of your personal data;
  • request the transfer of your personal data to a third party; or
  • where you have provided your consent to certain of our processing activities, in certain circumstances, you may withdraw your consent at any time (but please note that we may continue to process such personal data if we have legitimate legal grounds for doing so).


If you wish to exercise any of these rights, please contact us using the details set out in the “How to Contact Us” section below. You will not have to pay a fee to exercise any of these rights, unless your request is clearly without merit, repetitive or excessive (in which case we can charge a reasonable fee). Alternatively, we may refuse to comply with your request in these circumstances.

In addition to the above, please note that you have the right to make a complaint at any time to the Information Commissioner’s Office if you are concerned about the way in which we are handling your personal data.


How to contact us


David Holden-White, Managing Director Limited

52 Burleigh Street, Cambridge, CB1 1DJ