Privacy

Last updated 2 August 2026

Who we are

Waite is the data controller for this site. If you want to ask about anything here, or ask us to delete what we hold about you, email ben@waite.ai and we will deal with it within one month.

What we collect, and why

When you visit waite.ai

We record each page view: the page, the site that referred you, any campaign tags in the link you followed, and the country, region and city that our host derives from your connection. We do this to understand which pages and campaigns are working.

We do not store your IP address for this. We store a salted, truncated one-way hash of it, which lets us count returning visitors without holding an address we could reverse. This part of the site sets no cookies.

We also use Google Analytics 4, which does set cookies and sends data to Google. It only runs if you agree to it.

When you send an enquiry

We keep what you tell us: your name, email address, phone number if you give one, your company and website, your budget if you share it, and the conversation you had with our agent.

Alongside it we record where the enquiry came from: the referring site, the page you first landed on, any campaign tags, your approximate location, your browser's user agent, and your IP address.

We keep the IP address so we can tell which organisation an enquiry came from, which is how we decide whether and how to respond. We rely on legitimate interests for this, and we have weighed it against your privacy: it is a business enquiry you chose to send us, the address is used only to understand and answer it, it is never sold, never used for advertising, and it is deleted well before the enquiry itself is.

How long we keep it

No maximum is set by law. UK GDPR requires that we keep personal data no longer than we need it, and that we tell you how we decide. Rather than commit to dates we have not yet automated, here is how each decision is made. We review what we hold at least once a year against these tests.

• IP addresses on enquiries. Kept only while they serve the purpose we collected them for, which is working out which organisation an enquiry came from and answering it. That purpose is spent once the conversation is under way, so this is the first thing we remove and the shortest thing we hold. The hash stays, so we keep the measurement without keeping the address.
• Page views. Kept while they are useful for comparing one period against the same period a year earlier, which is the longest comparison we make.
• Enquiries. Kept while a business conversation is realistically still live. Conversations restart, and a lead going quiet for a year is not unusual, so we allow for that before removing it.
• Clients. Kept for as long as contract and tax law requires, which is longer than anything above and overrides it.
• Google Analytics. Governed by the retention setting on our Google Analytics property.

You do not have to wait for any of this. Ask us to delete what we hold about you and we will, within a month.

Who else sees it

Our site and database run on Vercel and Supabase. Google Analytics data goes to Google. Calendar invitations are created in Google Calendar. Email is sent through Resend. Some of these transfer data outside the UK, under the transfer safeguards those providers publish. We do not sell your data or share it with anyone for their own marketing.

Your rights

You can ask us for a copy of what we hold about you, ask us to correct it, ask us to delete it, or object to us holding it at all. Email ben@waite.ai. If you are not happy with how we have handled it, you can complain to the Information Commissioner's Office at ico.org.uk.

Cookies

Our own measurement sets no cookies. Google Analytics does, and it only loads if you agree. You can change your mind at any time using the Cookies link in the footer of any page.