1. Important information and who we are
This privacy policy describes how OPUS MUSIVUM LTD (t/a Elanalytics) collects and uses personal data. This website, and our services, are not intended for children and we do not knowingly collect data relating to children.
The Elanalytics website is owned and operated by:
OPUS MUSIVUM LTD, a limited company registered in England and Wales under company number XX, whose registered address is: 42-46 Princelet Street, London, E1 5LP, England.
OPUS MUSIVUM LTD is your data controller and is responsible for the processing of personal data described in this privacy policy.
(collectively referred to as “Elanalytics”, “we”, “us” or “our” in this privacy policy).
2. The types of personal data we collect
Personal data means any information about an individual from which that person can be identified. We may collect, use, store and transfer different kinds of personal data which we have grouped together as follows:
- Identity Data includes name and job title.
- Contact Data includes address, email address and telephone numbers.
- Technical Data includes internet protocol (IP) address, login data, browser type and version, time zone setting and approximate location (if shared by devices), browser plug-in types and versions, operating system and platform, device ID and other technology on the devices you use to access our services.
- Usage Data includes information about how you interact with and use our website, products, events and services.
- Marketing and Communications Data includes your preferences in receiving marketing from us and your communication preferences.
- Financial Data includes billing and payment details (card payments are handled by Stripe on its own hosted pages, so we never see or store full card numbers) and the business, sales, stock and supplier data we obtain from accounting and inventory platforms you connect.
We may also collect, use and share aggregated data such as statistical or demographic data which is not personal data as it does not directly (or indirectly) reveal your identity. For example, we may aggregate individuals’ Usage Data for insights into how users are interacting with our services to help improve our services.
3. How is your personal data collected?
We use different methods to collect data from and about you including through:
Your interactions with us. You may give us personal data when you liaise with us to receive our services, including when you create an account with us, or ask us to provide services to you. You may also give us personal data, such as Contact Data when you attend events.
Automated technologies or interactions. As you interact with our services, we may automatically collect Technical Data, including by using cookies and other similar technologies. We use a small number of cookies: essential cookies that keep you signed in to the Elanalytics app; and, if you pick a currency on our pricing page, a cookie that remembers your choice. Our live-chat provider, tawk.to, sets its own cookies, but only after you click the Chat button to start a conversation; until then, the chat is not loaded at all. We remember that you have opened chat (in your browser's local storage, not a cookie) so that the chat is available on later visits without clicking again; clearing your browser's site data resets this. Our analytics provider, Vercel Analytics, does not use cookies. You can block or delete cookies in your browser settings, although blocking the essential cookies will stop you from signing in.
Sources of personal data. We collect personal data from the following sources: (a) directly from you when you create an account, request services, or interact with us; (b) automatically through cookies and similar technologies when you use our website and services (including essential sign-in cookies, our privacy-friendly analytics provider Vercel Analytics, which does not use cookies, and our live-chat provider tawk.to); (c) from third-party providers, including our payment service provider (Stripe), sign-in providers you choose to use (such as Google), and analytics providers; and (d) from your business or its representatives when they provide your contact details in connection with our services.
4. How we use your personal data
The table below contains a description of the purposes for which we process personal data, and the legal basis we rely on to do so.
| Purpose/Use | Type of data | Legal basis |
|---|---|---|
| To register new customers, respond to user requests, manage accounts and support customer service. | (a) Identity (b) Contact | (a) Performance of a contract with you (b) Necessary to comply with a legal obligation (c) Necessary for our legitimate interests (to keep our records updated and manage our relationship with you) |
| To provide services to you, such as operations services. | (a) Identity (b) Contact (c) Technical (d) Usage | (a) Performance of a contract with you (b) Necessary for our legitimate interests (to operate our business). |
| To administer and protect our business and this website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) | (a) Identity (b) Contact (c) Technical (d) Usage | (a) Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise) (b) Necessary to comply with a legal obligation |
| To send you relevant marketing communications and make personalised suggestions and recommendations to you about goods or services that may be of interest to you | (a) Identity (b) Contact (c) Technical (d) Usage (e) Marketing and Communications | (a) Necessary for our legitimate interests (to carry out direct marketing, develop our products/services and grow our business) (b) Consent, if we are required to obtain your prior consent to receiving direct marketing communications. |
| To process files uploaded to the platform (including invoices and other documents) in order to provide AI-assisted data extraction, analysis, and insights as part of the Elanalytics AI services. | (a) Identity (b) Contact (c) Any personal data contained within uploaded files, including data relating to third parties (for example, supplier pricing and contact details included in invoices). | (a) Performance of a contract with you (b) Necessary for our legitimate interests (in providing and improving the Elanalytics AI services). |
| To provide AI-powered features and services (“Elanalytics AI”), including generating responses, recommendations, and insights based on your account data and interactions with the platform; to improve, develop, and maintain Elanalytics AI; to conduct safety monitoring and abuse detection; and to generate anonymised and aggregated market intelligence, benchmarking and analytics. | (a) Identity (b) Contact (c) Technical (d) Usage (e) Financial (f) Any data you input into Elanalytics AI features, including files you upload | (a) Performance of a contract with you (b) Necessary for our legitimate interests (to develop and improve our AI-powered services, ensure platform safety, and generate market intelligence that does not identify any individual) |
| To pull accounting and supplier data from third-party accounting platforms you choose to connect to Elanalytics (such as Unleashed) (“Connector Data”), at your direction and on a read-only basis, in order to surface insights and analytics back to you in connection with the Services. Connector Data will not be used to train AI or machine learning models. Connector Data will be deleted within 30 days of your subscription or free trial ending, or of you deleting your account, as set out in Section 9. | (a) Financial (b) Contact (supplier/contact records obtained via the Connector) | (a) Performance of a contract with you (b) Necessary for our legitimate interests (to surface relevant insights to you) |
5. Direct marketing
When your personal data is collected, you may be asked to indicate your preferences for receiving direct marketing communications from us via email. You can opt-out at any time using the link in our messages.
We may also analyse your Identity, Contact, Technical and Usage Data to form a view which products, services and offers may be of interest to you so that we can then send you relevant marketing communications.
6. Disclosures of your personal data
We do not sell or license personal data to third parties. We may share your personal data with sub-processors and service providers that help us operate our business and deliver the Services, for the purposes shown in the table above and subject to written agreements with appropriate privacy and security terms. The sub-processors and service providers we use may change from time to time as our business and technology stack evolves.
We enter into written agreements with all third-party service providers and processors that handle personal data on our behalf. These agreements require the recipient to: (a) use the data only for the limited and specified purposes described in our instructions; (b) comply with applicable data protection laws; (c) refrain from selling or sharing the data, or combining it with information from other sources except as permitted; (d) implement reasonable security measures; and (e) notify us of any inability to comply or of any security incident affecting personal data. Some third parties, such as Stripe, act as independent controllers (rather than service providers / processors) for their own purposes, for example fraud prevention and meeting their own legal obligations.
Categories of recipients. We disclose personal data to the following categories of recipients: (i) payment service providers (Stripe); (ii) cloud hosting, database, IT, and infrastructure providers (including Vercel, Supabase and Inngest); (iii) email and customer-support providers (Resend for account and service emails, Klaviyo for marketing emails, and tawk.to for live chat); (iv) analytics providers (Vercel Analytics); (v) AI, machine learning, and large language model providers used to power platform features including Elanalytics AI (which may include cloud-based AI services; we take steps to ensure appropriate data protection safeguards are in place with all such providers); (vi) professional advisors (legal, accounting, and tax); (vii) regulators, law enforcement, and government bodies, where required; and (viii) acquirers and their advisors in connection with any corporate transaction.
7. International transfers
We may store or transfer some or all of your personal data in countries outside of the UK and EEA. These are known as “third countries”.
Whenever we transfer your personal data out of the UK or EEA, we ensure a similar degree of protection is afforded to it by ensuring that appropriate contractual safeguards, such as standard contractual clauses (“SCCs”) or the UK International Data Transfer Agreement (“IDTA”) are in place.
8. Data security
We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. These measures use a multi-layered approach to data security, including access controls, authentication requirements, infrastructure security and data minimisation. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.
9. Data retention
How long will you use my personal data for?
We retain your personal data only for as long as reasonably necessary to fulfil the purposes for which it was collected, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. By way of guide: (i) Identity and Contact Data — duration of the account plus up to 7 years for tax and recordkeeping; (ii) billing and transaction records — up to 7 years after the last transaction, or longer if required by law; (iii) Technical and Usage Data — held in aggregated form by our analytics provider for no longer than its standard retention period; (iv) Marketing Data — until you opt out, plus a reasonable suppression period; (v) Authentication and security logs — up to 12 months; (vi) Elanalytics AI conversation logs — up to 180 days from the date of creation, after which they are automatically deleted from live systems; residual copies in encrypted backup systems are overwritten in the ordinary course of backup rotation; (vii) files uploaded by you to the platform — retained until you request deletion You may request deletion of uploaded files at any time by contacting us at privacy@elanalytics.co. We will action your request within 30 days of receipt; and (viii) data pulled via any connected third-party accounting platform (such as Unleashed) — deleted within 30 days of your subscription or free trial ending, or immediately when you delete your account from your account settings, with residual copies in encrypted backup systems overwritten in the ordinary course of backup rotation. We may retain personal data for a longer period than listed in this clause 9 in the event of a complaint or if we reasonably believe there is a prospect of litigation.
To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements. Files uploaded to the platform are retained until deletion is requested. You may request deletion at any time by contacting us at privacy@elanalytics.co. Residual copies stored in encrypted backup systems are overwritten in accordance with standard backup rotation processes.
9A. Automated decision-making
We do not make decisions about you based solely on automated processing that produce legal or similarly significant effects on you. If this changes, we will update this policy and you will have the right to: (i) request human review of the decision; (ii) express your point of view; and (iii) contest the decision. If you have any questions about this, please contact us at privacy@elanalytics.co.
9B. AI-Generated Outputs
Elanalytics AI may be used to generate responses, recommendations, and insights based on data associated with your account and your interactions with the platform. Outputs generated by Elanalytics AI are provided for informational purposes only. AI-generated outputs may not always be accurate or complete. You should verify any AI-generated output before relying on it. Elanalytics does not warrant the accuracy or completeness of any output generated by Elanalytics AI.
10. Your legal rights
You have a number of rights under data protection laws in relation to your personal data, such as the right to:
(i) request access to your personal data;
(ii) request correction or erasure of your personal data;
(iii) restrict the processing of your personal data (for example, where you contest the accuracy of the data, or where you have objected to processing and we are considering whether our legitimate interests override your rights);
(iv) object to the processing of your personal data where we rely on legitimate interests as our lawful basis. Where you object on this basis, we will stop processing unless we can demonstrate compelling legitimate grounds for the processing which override your interests, rights and freedoms, or where the processing is necessary for the establishment, exercise or defence of legal claims; and
(v) request the transfer of your personal data to a third party (data portability).
To exercise any of these rights, contact us at privacy@elanalytics.co.
11. Complaints
You have the right to make a complaint to the Information Commissioner’s Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). However, before doing so, please first raise your complaint to us or asked us for clarification if there is something you do not understand. It is important that the personal data we hold about you is accurate and current.
Please keep us informed if your personal data changes during your relationship with us, for example a new address or email address.
12. Third-party links
This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy policy of every website you visit.
Last Updated: 25 September 2026.