Legal · UK GDPR

Privacy Policy

We believe privacy should be simple to understand. This page explains what data we collect, why we collect it, who we share it with, and the rights you have under UK GDPR.

  • Last updated: 18 April 2026
  • Effective immediately
  • Plain-English summary inside

Section 01

Who we are

SoftFinders is an AI-powered software decision platform operated by Creative Think Digital Ltd, a company registered in England and Wales.

Company
Creative Think Digital Ltd
Contact email
[email protected]

For the purposes of UK data protection law (UK GDPR and the Data Protection Act 2018), Creative Think Digital Ltd is the data controller for personal data processed through SoftFinders.

Section 02

What data we collect

We only collect the data we genuinely need to help you find the right software. This typically falls into three categories:

Information you give us
Your name, email address, company name, role, phone number (optional), and any details you share in forms, requests for demos, or messages.
Usage data
Pages you visit, tools you compare, search queries, filters you apply, and actions you take on the platform, used to improve recommendations.
Analytics & device data
IP address, browser type, device type, operating system, referring URL, approximate location (city/country) and timestamps.

Section 03

How we collect data

Forms
When you request a demo, ask for a recommendation, contact a vendor, subscribe to our newsletter, or submit a tool to be listed.
Cookies
Essential cookies to make the site work, plus optional cookies for analytics and personalisation. You can manage preferences in our cookie banner at any time.
Analytics tools
Privacy-respecting analytics (e.g. Google Analytics, server logs) to understand which pages, comparisons and categories are most useful.

Section 04

Why we collect data

We use your data for clearly defined, limited purposes:

  • Matching you with relevant AI software solutions based on your needs.
  • Lead generation, connecting qualified buyers with software vendors who can help.
  • Improving the platform, our recommendations, comparisons and content.
  • Communicating with you about requests, updates, and (with consent) our newsletter.
  • Fraud prevention, security, and meeting our legal obligations.

Section 05

Legal basis (UK GDPR)

Under UK GDPR, we must have a lawful basis to process your personal data. Depending on the activity, we rely on:

Consent
When you opt in to marketing emails, request to be contacted by a vendor, or accept non-essential cookies. You can withdraw consent at any time.
Legitimate interest
To run and improve the platform, secure our service, prevent fraud, share qualified leads with relevant vendors, and provide a more useful discovery experience, balanced against your rights.
Contract
Where processing is necessary to deliver a service you have requested (e.g. responding to your demo request).
Legal obligation
Where we must process data to comply with UK law (e.g. tax, accounting, or responding to lawful requests).

Section 06

Data sharing

Important, sharing leads with software vendors

When you actively request a demo, quote, or contact with a software vendor through SoftFinders, we share the relevant details you have provided (such as name, email, company and your stated requirements) with that vendor so they can respond to you. The vendor then becomes an independent data controller for that information and will process it under their own privacy policy.

We may also share data with:

Trusted service providers
Hosting, email delivery, analytics, CRM and customer support tools, all bound by data processing agreements.
Professional advisers
Lawyers, accountants and auditors where strictly necessary and under confidentiality.
Authorities
Where required by law, court order, or to protect our legal rights and the safety of users.

We do not sell your personal data.

Section 07

Data retention

We keep personal data only for as long as necessary for the purposes set out above, or as required by law. In practice:

Lead enquiries
Up to 24 months from last interaction
Account & profile data
While your account is active
Marketing preferences
Until you unsubscribe or withdraw consent
Analytics data
Up to 26 months in aggregated form
Legal/financial records
As required by UK law (typically 6 years)

Section 08

Your rights (UK GDPR)

You have the following rights over your personal data:

Right to be informed
Know how your data is used.
Right of access
Request a copy of your data.
Right to rectification
Correct inaccurate data.
Right to erasure
Ask us to delete your data.
Right to restrict
Limit how we process your data.
Right to portability
Receive your data in a portable format.
Right to object
Object to certain processing, including marketing.
Rights re: automated decisions
Not be subject to solely automated decisions.

To exercise any of these rights, email us at [email protected]. We will respond within one month.

Section 09

Security of data

We use appropriate technical and organisational measures to protect your personal data, including encryption in transit (HTTPS/TLS), access controls, secure cloud infrastructure, regular backups, and vendor due diligence. While no system can be 100% secure, we work hard to keep your data safe and will notify you and the ICO of any qualifying breach in line with UK GDPR.

Section 10

How to contact us

For any privacy-related questions, requests, or concerns, please get in touch:

Email
[email protected]
Company
Creative Think Digital Ltd
Still have questions?

We're happy to walk you through it.

Reach our team for any data, security or compliance questions about SoftFinders.

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