Privacy Notice | M22 Consultancy

Who we are

This website, www.m22.group, is run by M22 Consultancy Ltd (company number 17355711, registered office 6 Liddell Place, London NW6 2ET), part of M22 Group (M22 Group Ltd, company number 17352683). Both companies are registered in England and Wales. M22 Consultancy Ltd is the controller of any personal data described in this notice. You can contact us about privacy at matt@m22.group.

What this website collects

Very little. The site has no advertising cookies, no chat widget and no account area, and it only uses analytics if you agree to it (see Analytics below). It stores one temporary value in your browser's session storage so the page transition animation works, and, once you answer the analytics notice, one value in local storage that remembers your answer. Neither contains personal data.

If you arrive from another website, such as a search engine, ChatGPT or LinkedIn, the site also keeps the name of that website and the first page you visited in session storage, and adds them to any enquiry you send, so that we know how you found us. Nothing else about the visit is kept, it is cleared when you close the tab, and it is not recorded at all if you press No thanks on the analytics notice.

When you press send, the contact form sends what you typed (your name, company, email address, phone number if you give one, and your message) over an encrypted connection to M22's own system, which delivers it as an email to matt@m22.group through our Microsoft 365 mailbox. It is not shared with anyone else and is never used for marketing.

The fit check on the M22 Data page works the same way. When you ask to see your result, it sends your answers (the kind of business, its peak staff numbers, how many years of records it holds, whether it is still trading, which systems it used and how much sensitive information there is) together with your name, company, email address and mobile number to matt@m22.group, so that Matt can contact you about your result. Your answers on their own are not sent anywhere until you ask to see your result.

The newsletter sign-up form sends your first name and email address the same way, over an encrypted connection to M22's own system, which adds you to the mailing list for M22 AI Week (see Newsletter below).

Analytics

If you press Accept on the analytics notice, the site loads Google Analytics, a service provided by Google. It sets two first-party cookies, _ga and _ga_X9Y7LQNVR8, which last up to two years, and records which pages you visit, how you arrived (for example from a search engine or a link), your approximate location (country and city, worked out from your IP address, which Google Analytics does not store), your device and browser type, and actions such as scrolling, clicking a link to another site, sending the contact form or signing up to the newsletter. It does not receive your name, email address or anything you type into a form.

We use this only to understand which pages are useful and to improve the site. Our lawful basis is your consent. Google's advertising features (Google signals and advertising personalisation) are switched off for this site, and Google Analytics keeps the data for 14 months.

If you press No thanks, or never answer, Google Analytics is not loaded and nothing is sent to Google. You can change your mind at any time using Cookie settings at the bottom of every page; withdrawing consent stops collection and deletes the analytics cookies from your browser.

Technical data handled by our providers

Hosting. The site is hosted by Vercel, which processes your IP address and basic request details (browser type, the page requested, the time) to deliver pages and protect the service. These logs are held by Vercel under its own retention rules.
Fonts and code libraries. Pages load fonts from Google Fonts and small code libraries from cdnjs and jsDelivr. Your browser connects to those services directly, which means they receive your IP address.

When you email us

If you email us or send a message through the contact form, we receive your name, company, email address, phone number if you give one, and whatever you choose to tell us. We use it only to reply, to arrange a call, and, if we go on to work together, to run the engagement. Our lawful basis is our legitimate interest in answering enquiries, and the contract once work is agreed. We do not add you to marketing lists, sell your data, or use it to train AI models.

We keep enquiry emails for up to two years if they do not lead to work. If they do, we keep correspondence for the length of the engagement and then for six years, the period UK law expects for business and tax records.

If you sign up to M22 AI Week, our weekly email, we collect your first name, your email address, and the date, time and page you signed up on. We use them to send you a confirmation email and then the newsletter each week. Our lawful basis is your consent, which you give by ticking the box on the sign-up form.

If you sign up with a work email address, we note which company it belongs to, and we may occasionally get in touch personally about the newsletter or our work. Our lawful basis for that is our legitimate interest in getting to know our readers, and you can ask us to stop at any time.

The list is held by Resend, the email service that sends the confirmation and each issue for us. Resend is based in the United States, so your details are transferred there under Resend's data processing terms. A copy is also kept in M22's own systems so we know who has signed up.

We don't track whether you open an issue or which links you click.

You can unsubscribe with one click from any issue, or by emailing matt@m22.group. After you unsubscribe we keep only a record that you did, so you are not emailed again.

International transfers

Some of the providers above are based outside the UK. Where personal data leaves the UK, it is protected by the safeguards UK data protection law requires, such as UK adequacy regulations or the International Data Transfer Agreement or Addendum.

Your rights

Under UK GDPR you can ask to see the personal data we hold about you, have it corrected or deleted, restrict or object to how we use it, and receive a copy in a portable format. Email matt@m22.group and we will reply within one month. If you are unhappy with how we have handled your data, you can complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.

Changes

If the site starts collecting anything new, such as a booking tool, this notice will be updated first.

Last updated: 20 October 2026