Privacy
Privacy and cookies
What this site collects, why, and what you can do about it. Last updated 27 October 2026.
The short version
- We don't sell your data, and we don't share it with anyone who would.
- No analytics or advertising cookies are set unless you accept them in the banner.
- If you contact us, your message goes to our inbox so we can reply. That's it.
- You can ask us what we hold about you, or ask us to delete it, at any time.
Who we are
This site is run by FireCask Limited, 16 Blackfriars Street, Manchester, M3 5BQ. We decide what is collected here and why, which makes us the controller of that data under UK data protection law. Questions about any of this go to [email protected].
When you contact us
The contact form asks for your name, email address, company, the service you're interested in and your message. It also records which page you sent it from, so we know what you were reading.
We use it to reply to you, and to work with you if that's where it leads. The legal basis is our legitimate interest in answering enquiries, and taking steps you've asked for before any contract.
Your message is emailed to our team through Resend, which sends it on Amazon Web Services. A copy goes to our team's Slack so nobody misses it, and you get an automatic reply with a copy of what you sent. We keep enquiries for as long as we need them to deal with you, then delete them.
Before the form sends, Cloudflare Turnstile checks you're a person and not a bot. It looks at your IP address and some details of your browser to do that. Cloudflare says Turnstile does not use cookies to track you.
If you email us directly, your email lands in Google Workspace, which runs our inboxes.
Enquiries sent by AI assistants
This site offers tools that AI assistants can use on your behalf. One of them sends us an enquiry. It carries the same details as the form and is handled the same way, except that no automatic reply is sent. To stop abuse, it accepts one enquiry per IP address every ten minutes, so your IP address is held by Cloudflare for those ten minutes and then dropped.
The in-browser version of those tools only fills in the contact form. Nothing is sent until you press Send yourself.
Analytics and adverts
We use Google Analytics to see which pages people read and how they found us, and Google's advertising tools to see whether our adverts work. Both load through Google Tag Manager.
Neither sets a cookie unless you press Accept in the cookie banner. If you press Reject, or ignore the banner, Google's tags may still send Google a basic signal that a page was viewed, with no cookies and no identifier attached. Google uses those signals to estimate overall numbers. We can't see who you are from them, and neither can Google.
The legal basis for analytics and advertising cookies is your consent. You can change your mind at any time with the "Cookie settings" link in the footer of every page.
The cookies themselves
| Name | Set by | What it's for | How long |
|---|---|---|---|
| _ga, _ga_* | Google Analytics | Tells one visit from another, so we can count visitors. Only after you accept. | 2 years |
| _gcl_* | Google Ads | Connects a visit to an advert you clicked. Only after you accept. | 90 days |
| __cf_bm | Cloudflare | Tells people from bots, to keep the site up. Strictly necessary, so it needs no consent. | 30 minutes |
Your choice in the cookie banner is remembered in your browser's local storage, underfc-consent. It isn't a cookie and it never leaves your device. Clearing your browser data removes it, and the banner comes back.
Hosting and logs
The site is hosted on Cloudflare. Like any web host, Cloudflare handles your IP address and the details of each request to serve the page and protect it from attacks.
We also keep our own log of requests, mainly to see which search engines and AI crawlers visit and what they read. It records the page, the time, the page that linked you here, your browser or the crawler's user agent, and the country and network the request came from. It never records your IP address. The log itself is kept for 90 days; after that, only daily totals remain.
Who else handles your data
Only the companies named above, each doing a specific job for us: Cloudflare (hosting, security, Turnstile), Resend and Amazon Web Services (sending email), Google (inboxes, analytics and advertising) and Slack (team notifications). Some are based in the United States. Where data leaves the UK, it's covered by the UK's data bridge with the US or by standard contractual safeguards.
Pages here link to YouTube, LinkedIn and other sites. We link rather than embed, so nothing from them loads until you click, and their own privacy policies apply once you do.
Your rights
You can ask for a copy of what we hold about you, ask us to correct it or delete it, object to how we use it, or ask us to stop. Email [email protected] and we'll reply within a month, usually much sooner.
If you're not happy with how we've handled your data, you can complain to the Information Commissioner's Office at ico.org.uk. We'd appreciate the chance to sort it out first.
Changes
When what this site collects changes, this page changes with it, and the date at the top moves.