Legal

Privacy Policy

Last updated: June 2026

NBA AI is a trading name of Solid Ethos Ltd. This Privacy Policy explains how we collect, use, store, and protect personal information when you visit our website, contact us, purchase a subscription, or use NBA AI.

1. Who We Are

NBA AI is operated by:

Solid Ethos Ltd
Trading as NBA AI
support@nba-ai.co.uk

For data protection purposes, Solid Ethos Ltd is the data controller for personal information collected through the NBA AI website, checkout process, customer communications, and account management.

2. Information We Collect

We may collect the following information:

• Your name
• Your email address
• Your phone number
• Your business name
• Billing and subscription information
• Information you provide when contacting us
• Call and enquiry details handled through NBA AI
• Website usage information, such as analytics and cookie data

Payment details are processed securely by Stripe. We do not store your full payment card details.

3. How We Use Your Information

We use your information to:

• Provide NBA AI services
• Create and manage your account
• Process subscriptions and payments
• Send service-related emails
• Respond to support requests
• Configure and improve your AI assistant
• Notify you about enquiries handled by NBA AI
• Maintain records for legal, tax, and accounting purposes
• Improve our website, service, and customer experience

4. Lawful Basis for Processing

We process personal information where it is necessary to:

• Perform a contract with you
• Comply with legal obligations
• Pursue our legitimate business interests
• Obtain and rely on your consent where required

Our legitimate interests include operating, improving, and promoting NBA AI, responding to enquiries, preventing misuse, and supporting customers.

5. Call Handling and Lead Capture

NBA AI may process information provided by callers or website visitors, including names, phone numbers, email addresses, and enquiry details.

If you use NBA AI for your business, you are responsible for ensuring your own customers and prospects are informed that their information may be collected and processed when they interact with your AI assistant.

6. Who We Share Information With

We may share information with trusted service providers who help us deliver NBA AI, including:

• Stripe for payments and subscription management
• GoHighLevel / LeadConnector for CRM, automation, call handling, and messaging
• Email and hosting providers
• Analytics and website technology providers
• Professional advisers where necessary

We only share information where needed to operate the service, comply with legal obligations, or protect our business.

7. International Transfers

Some of the services we use may process data outside the UK. Where this happens, we rely on appropriate safeguards, such as recognised contractual protections or provider commitments designed to protect personal data.

8. How Long We Keep Information

We keep personal information only for as long as necessary. This may include keeping:

• Customer account information while your subscription is active
• Payment and billing records for legal and accounting purposes
• Support and enquiry records for a reasonable period
• Call and lead information for as long as needed to provide the service

When information is no longer needed, we will delete it or anonymise it where appropriate.

9. Your Rights

Under UK data protection law, you may have the right to:

• Access the personal information we hold about you
• Ask us to correct inaccurate information
• Ask us to delete your information
• Ask us to restrict how we use your information
• Object to certain uses of your information
• Request a copy of your information
• Withdraw consent where processing is based on consent

To exercise your rights, contact us at support@nba-ai.co.uk.

You also have the right to complain to the Information Commissioner's Office at ico.org.uk.

10. Cookies and Analytics

Our website may use cookies and similar technologies to help the site work properly, understand how visitors use the site, and improve our marketing. You can control cookies through your browser settings.

11. Security

We take reasonable steps to protect personal information from loss, misuse, unauthorised access, disclosure, alteration, or destruction. However, no online service can be guaranteed to be completely secure.

12. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. The latest version will always be available on our website.

13. Contact

For privacy-related questions, please contact:

NBA AI — a trading name of Solid Ethos Ltd
support@nba-ai.co.uk