Privacy policy

BrandKind is a content studio operated by RoodtSquared. The company behind the service is RoodtSquared Ltd, registered in England and Wales under company number 16763723, with its registered office at 124–128 City Road, London, EC1V 2NX. We are registered with the Information Commissioner's Office under number ZC121553.

For your account details (your name, email and workspace settings) we act as the data controller, which means we decide how that information is used. For the content you paste in to be rewritten, we act as a data processor: we handle it on your instructions, to produce the output you asked for, and for nothing else.

We hold only the data we need to run the service. It falls into three groups.

• Account data: your name, email address, workspace settings, and your password, which is stored only as a secure hash and never as plain text.
• Content you submit and generate: the text you paste or write in BrandKind, and the rewritten versions the service produces for you.
• Technical and usage data: basic information your browser sends when you connect, such as your IP address, plus records of activity in your workspace that help us keep it running and secure.
• Assistant and Inspiration data: when you ask the in-app assistant a question, we send that question and minimal page facts, such as the page name or a displayed score, to an AI processing provider to produce the reply. When you use Inspiration, we send the conversation and a bounded summary of the brand voice you selected so it can develop content ideas. These conversations are kept in memory for the current session and are not stored to your BrandKind account.

We process your data for the purposes below, each on a lawful basis under UK GDPR.

• To provide the service to you — running your account and rewriting, formatting and storing the content you submit. Lawful basis: performance of our contract with you (Article 6(1)(b)).
• To keep the service secure and reliable — protecting accounts, preventing misuse, and diagnosing faults. Lawful basis: our legitimate interests in running a safe, working service (Article 6(1)(f)).
• To meet our legal obligations — where the law requires us to keep or disclose particular records. Lawful basis: compliance with a legal obligation (Article 6(1)(c)).

When you submit text to be rewritten, BrandKind passes it through a short, fixed sequence of third-party AI and machine-learning processing providers. They recast it in the voice you chose and make the result read more naturally, and the finished version is returned to your workspace and saved there. We use your content only to produce and store the output you asked for. We do not sell it, and we do not use or disclose it for advertising.

The same applies when you edit a saved piece through the built-in editing assistant: the piece, your instruction and any editing preferences you have saved for that piece are sent to an AI processing provider to produce the change or answer you asked for. Your editing conversation is not stored on our servers.

Inspiration uses the brand voice you select and your messages to suggest and refine content ideas. It does not crawl your website, connect to search-performance accounts or use live search volumes. The final brief is saved locally in your current browser tab only when you choose to carry it into Create content.

We share your data only with the service providers we need to run BrandKind, and only for the purposes set out here. We do not sell your data, and we do not share it for advertising or use it to build a marketing profile of you. We share data with these categories of recipient:

• Third-party AI and machine-learning processing providers — they carry out the rewriting and humanising of the text you submit, and return the result to us.
• An AI content-detection provider — if you choose to check a piece against AI-detection tools, the text you check is sent to a detection provider and the score returned to you. This happens only when you use that feature.
• Cloud hosting, database and storage providers — they store your account and the content you save, and keep the service running.
• Web-application hosting and content-delivery providers — they serve the application to your browser and handle basic technical request data, such as your IP address.
• An email delivery provider — it sends the emails your account needs, such as password resets, workspace invitations and service notifications. It receives your email address and the contents of those messages.

A full list of our current sub-processors, naming each provider, is available on request under a data-processing agreement (DPA). Contact us at info@roodtsquared.co.uk to ask for it.

Your account and the content you save are stored in the United Kingdom and stay there at rest.

Some of the processing described above takes place outside the UK, including in the United States. Where we transfer personal data outside the UK, we rely on the safeguards required by UK GDPR (Article 46): principally the UK's International Data Transfer Agreement, or Standard Contractual Clauses with the UK Addendum, together with any adequacy regulations that apply, depending on the provider — for one, an equivalent framework such as the EU–US Data Privacy Framework with its UK extension. These are intended to give your data a level of protection equivalent to UK law. [CONFIRM: one AI processing provider's transfer-safeguard documentation has not yet been supplied to us as a signed copy — do not treat this as confirmed for that provider until we hold it.]

The application itself is served from a global content-delivery network, so basic technical request data such as your IP address is handled at the location nearest to you rather than in a single country.

We keep your account data for as long as your account is open. Content you save stays in your workspace until you delete it or ask us to. You can delete individual pieces yourself at any time, and you can ask us to delete your whole workspace, which removes your organisation's data from the service.

Deleting a piece moves it to your Archive, where you can restore it for 30 days. After that it is deleted permanently, together with any images generated for it, and we cannot recover it. Nothing you have not deleted is ever removed on a timer.

Separately from the content you save, we keep a record of each time the Humanise or Detect tools are used, so that we can investigate faults and misuse of the service. That record says that the tool ran — which workspace, which person, which tool, whether it succeeded, the score it produced and how long the submitted text was. It does not include the text you submitted or the result returned; we do not keep those. The records are held for 90 days and then deleted automatically, are visible only to our own staff, not in your workspace, and are not used for anything else.

Our database is backed up daily and each backup is kept for seven days, so deleted content can persist in a backup for up to a week before it ages out.

Closing your organisation's account is immediate and permanent: it erases your organisation's data straight away in a single operation, rather than moving it to a holding period first. The seven-day backup tail above is the only delay that follows.

Under UK GDPR and the Data Protection Act 2018 you have the right to see the personal data we hold about you, to correct it, to have it deleted, to receive a copy in a portable form, and to object to certain uses. To exercise any of these, contact us at info@roodtsquared.co.uk. If you are unhappy with how we have handled your data, you can complain to the Information Commissioner's Office (the ICO), the UK's data protection regulator, at ico.org.uk.

BrandKind does not require cookies to provide the service. Keeping you signed in uses your browser's local storage rather than a cookie. Where optional analytics is configured, it loads and sets analytics cookies and similar browser storage only after you consent. We do not use advertising cookies or cross-site tracking, and we do not build a marketing profile of you. Read our cookie policy for details.

For anything about this policy, or to raise a data-protection question, contact us at info@roodtsquared.co.uk. If we change this policy we will update this page and the "last updated" date at the top; where a change materially affects you, we will tell account holders directly.