Privacy policy.

1. Who we are and summary of the privacy policy in plain English
Lifefire Ltd (“we”, “us”, “our”) is a company registered in the UK with company registration number 16738030 . We are the data controller in respect of personal data collected via this website. In simple language and to keep it short, the summary (or TLDR) is - we don’t directly collect any personally-identifiable information, unless you provide it to us through our contact form. We do collect some basic usage/visitor information to understand what geographies (through IP address) visit our website and from where (Google, ads, etc). That’s it. If you get in touch, we will have your email address and name (if you provide it), but that’s unavoidable. As per the law, if you ask us to delete any personal information you have sent to us, we will. Otherwise we keep it for now for understanding what types of visits happen for our website here and who has gotten in touch with us. If you have any questions, get in touch with us!

2. What personal data we collect
● Information you provide voluntarily, for example via Typeform forms (e.g. name, email address, message or other info you choose to give).
● Automatic technical data collected by Squarespace’s standard analytics: e.g. pages visited,
device/browser type, time of visit, IP address (in whatever form Squarespace collects it).

3. How we use your data
We use personal data you provide to:
● respond to your enquiries or messages;
● provide you with any service or information you request;
● if you agree, to send you updates or newsletters (though we do NOT have any newsletters yet and unless you explicitly opt in for one, we will NOT send you one)
We use technical/automatic data to understand how people use our website, to help us improve the website.

4. Cookies and tracking
We do not use cookies for advertising or behavioral tracking. There are no cookies placed by us for marketing or user-tracking purposes. Only whatever minimal cookies or logs that Squarespace uses by default for site analytics as described in their documentation.

5. Sharing your data
We do not sell or rent your personal data. We may share data with third parties only in the following limited cases:
● Service providers who process data on our behalf (i.e. only the Typeform contact form for now).
● Where required by law or to comply with legal obligations (i.e. if law enforcement requires us to).

6. Data retention
We will keep your personal data only for as long as necessary to fulfil the purposes for which it was collected (e.g. handling your enquiry) or as required by law.

7. Your rights
Under UK law and the GDPR, you have the right to:
● access the personal data we hold about you;
● have inaccurate or incomplete data corrected;
● have your data erased (“right to be forgotten”) in certain circumstances;
● restrict processing in certain circumstances;
● object to processing (including for direct marketing);
● data portability (receive in machine-readable format) in certain circumstances.
To exercise any of these rights, contact us (see section 9).

8. Security
We take reasonable technical and organisational steps to protect your personal data from unauthorised access, disclosure, alteration or destruction. How do we do this? Good complex password practices (using a password manager) for accounts and limiting who has access to the typeform and Squarespace, which is our hosting provider for now.

9. Contact & complaints
If you have any questions about this policy or wish to exercise your rights, you can contact us at:

Lifefire Ltd
Address: 70 White Lion Street, N1 9PP, London, UK
Email: hello@lifefire.io

If you believe we have not complied with UK data protection laws, you also have the right to lodge a complaint with the Information Commissioner’s Office (ICO).

10. Changes to this policy
We may update this privacy policy from time to time. The version published on this website will always be the current one; we will include a “last updated” date.

Last updated: 29th September 2025