Privacy Policy


We are Pivotal Future Ltd (company number 13611777), a biodiversity data and analytics company, whose registered address is at Future Business Centre, Kings Hedges Road, Cambridge, England, CB4 2HY (“Pivotal”, or “We”, “our”, “us”).

If you have any questions about this policy, including any requests to exercise your legal rights, please contact us at

This policy was last updated on 9th November 2023.

How do you use my data?

  • When you contact us either by phone, email, via our ‘contact us’ page or via social media, we will usually collect your name, email address, phone number, social media handle (if you contact us on social medial), role / title, and your company name and address because it’s in our legitimate interest to make sure we can properly respond to your query or comments, including discussing your interest in our business or experiences working with us.
  • When we on-board you as a customer we will collect your name, email address, phone number, address, company name and company address (if applicable). We collect this in order to take steps to enter into a contract with you to receive our services and for on-going communications under such contract.
  • When you apply to be an annotator we will collect your name, email address, phone number, address, company name and company address (if applicable), test results, qualifications, and area of expertise. We will use your personal information to assess your suitability for our annotator roles. If successful we will also collect your payment details to pay you under a contract for services.
  • When you apply for a job with us we may collect your name, contact details, recruitment information (e.g. right to work documentation and references), test results (inc. psychometric), qualifications, accreditations and any additional information we may receive from our recruitment partners. We will use your personal information to assess your suitability for our available roles. We do this to perform our contract obligations or to take steps at your request, before entering into a contract. Where we process your right to work documentation, we will do so to comply with our legal obligations.
  • To send you marketing information and updates. When you have opted in to receive marketing from us, such as to hear updates on our mission and services we will collect your name and email address to send you marketing relying on your consent. When you have previously expressed an interest in our business (and not opted-out of marketing), such as when you sign up as an annotator or download our whitepapers, we will collect your name and email address to send you marketing because it is in our legitimate interests to promote our business.You can withdraw your consent to or opt-out of receiving marketing at any time by contacting us at or, where relevant, by following the unsubscribe link in any marketing communication you receive from us.
  • When we send you surveys or you provide feedback we may collect and process your name, email address, phone number, role / title, your company name and address, and any information you provide in our response. We collect this information because it’s in our legitimate interests to: (i) learn about your experience in terms of what you could offer to our business, or (ii) you experience of our services so that we can improve our business.
  • When you use our website we will collect information about how you use our website to the extent necessary to administer and protect our business through our website, such as for troubleshooting, system maintenance, support, reporting and hosting of data. When you consent to our use of non-essential cookies we will collect additional information about how you use our website to carry out analytics in order to improve our services, products, approach to marketing and customer journey.
    Further information on our use of essential and non-essential cookies is set out in our Cookie Policy below.
  • If our business is sold. We process your personal information for this purpose because we have a legitimate interest to ensure our business can be continued by the buyer. Where possible we will only share anonymised data, and where is it necessary to share personal data, this will be in controlled circumstances and subject to appropriate confidentiality provisions.

Who do you share my data with?

We may share your personal data where required by law, where it is necessary to administer the working relationship with you or where we have another legitimate interest in doing so. This includes:

  • Business partners, suppliers and subcontractors for the performance of the contract we enter into with them or you.
  • Events. We do not sell data for marketing purposes but may share your data with an event organiser where you register your interest in or sign up to an event such as a conference, exhibition or workshop we are attending. We will always tell you before (usually on the registration form) and you will be given the chance to opt-out before we do this.
  • Regulators/ Authorities/ Enforcement Agencies if we are required to disclose or share your personal data in order to comply with any legal obligation, or in order to enforce or apply our terms of use and other agreements; or to protect the rights, property, or safety of our clients or others. This includes exchanging information with other companies and organisations for the purposes of fraud protection.
  • Prospective buyers of our business under our legitimate interest to ensure our business can be continued by the buyer. Any negotiations with prospective buyers shall be under strict confidentiality provisions to ensure the safety of our customers’, suppliers’, expert annotators’, and employees’ personal data.

Where do you store my data?

We store your data on third party servers which are based both in the UK and outside of the UK.

When working with third parties we may need to transfer your personal data outside of the UK and / or EU.

Whenever we transfer your personal information outside of the UK and the EU, we ensure it receives additional protection as required by law. To keep this policy as short and easy to understand as possible, we haven’t set out the specific circumstances when each of these protection measures are used. You can contact us at for more detail on this.

How long do you keep my data for?

We will only retain your personal information for as long as we need it unless we are required to keep it for longer to comply with our legal, accounting or regulatory requirements.

In some circumstances we may carefully anonymise your personal data so that it can no longer be associated with you, and we may use this anonymised information indefinitely without notifying you. We use this anonymised information to improve the way we work and our services.

What are my rights under data protection law?

You have various other rights under applicable data protection laws, including the right to:

  • access your personal data (also known as a “subject access request”);
  • correct incomplete or inaccurate data we hold about you;
  • ask us to erase the personal data we hold about you;
  • ask us to restrict our handling of your personal data;
  • ask us to transfer your personal data to a third party;
  • object to how we are using your personal data; and
  • withdraw your consent to us handling your personal data.

You also have the right to lodge a complaint with us or the Information Commissioner’s Office, the supervisory authority for data protection issues in England and Wales. If you are based in the EU you can find your relevant supervisory authority here.

Please keep in mind that privacy law is complicated, and these rights will not always be available to you all of the time.

Cookie Policy

A cookie is a small file of letters and numbers that we store on your browser or in your device’s storage.

You can block cookies by activating the setting on your browser that allows you to refuse the setting of all or some cookies. However, if you use your browser settings to block all cookies (including essential cookies) you may not be able to access all or parts of our website.

Essential Cookies

We use essential cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you use our website. We are permitted to place these cookies without your prior consent, but you can block all cookies, including essential cookies by changing your browser settings. Please note if you block all cookies, you might not be able to see or access all parts of our website.

Non-Essential Cookies

The other types of cookies we use are non-essential cookies. We use these to help us make improvements to our products and services.

We have listed all non-essential cookies we might use and that we might allow our partners to use in the table below.

We only use (and store) non-essential cookies if you provide your consent.

CookiePurposeDurationMore Information
Google AnalyticsThese cookies track how long you spend on our website and the pages you visit. We use this information to help us improve your user experience.The retention period will be between 1 minute and 2 years depending on the type of cookie used.Google Analytics
VimeoWe embed videos from our official Vimeo channel. If you have a Vimeo account and are logged in Vimeo may set cookies for analytics and advertising purposes and collect data linked to your Vimeo account when you visit a page containing a Vimeo video.The retention period will be between 1 minute and 2 years depending on the type of cookie used.Vimeo cookies policy