Privacy Policy

EFFX, LLC (“EFFX,” “we,” “us,” or “our”) respects your privacy. This Privacy Policy explains how we collect, use, share, and protect information about you when you visit our website at effx.ai (the “Site”) or otherwise interact with us. By using the Site, you agree to the practices described in this Policy.

If you do not agree with this Policy, please do not use the Site.

1. Information We Collect

We collect the following categories of information:

1.1 Information You Provide Directly

When you fill out our contact form, sign up for our newsletter, or otherwise communicate with us, we collect information you submit, which may include:

• Name
• Email address
• Phone number
• Company name
• Job title
• Message content
• Any other information you choose to provide

1.2 Information Collected Automatically

When you visit the Site, we automatically collect certain technical information, including:

• IP address (truncated or anonymized where feasible)
• Browser type and version
• Operating system
• Device type
• Pages viewed and time spent on each page
• Referring website
• Date and time of visit
• General geographic location (country / region level)

We use multiple analytics tools to understand how visitors use our Site:

Vercel Analytics provides aggregated insights about Site usage without storing personal identifiers and does not use cookies for tracking individual visitors.

Google Analytics 4 (GA4) collects information about Site usage, including pages viewed, time spent, traffic sources, and general geographic location. GA4 uses cookies and similar technologies to recognize returning visitors and measure user engagement. Data is processed by Google in accordance with their privacy policy.

Microsoft Clarity captures anonymized session recordings and heatmaps to help us understand how visitors interact with our Site. Clarity does not collect personally identifiable information by default. Data is processed by Microsoft in accordance with their privacy policy.

We use this information to improve the Site, understand visitor behavior, and measure the effectiveness of our content. You may opt out of analytics collection by adjusting your browser settings or using browser extensions designed for that purpose.

1.3 Cookies and Similar Technologies

The Site may use minimal cookies necessary for basic functionality (e.g., session management). We do not use third-party advertising cookies or cross-site tracking technologies. Analytics cookies are described in Section 1.2 above. If we add such technologies in the future, we will update this Policy and provide appropriate notice or consent mechanisms.

1.4 Information from Third Parties

If you contact us through a referral, partner, or third-party platform (such as social media), we may receive limited information about you from those sources. We treat such information in accordance with this Policy.

2. How We Use Your Information

We use the information we collect for the following purposes:

• To respond to inquiries and provide requested services
• To communicate with you about engagements, proposals, and follow-ups
• To send you marketing communications (only if you opt in via newsletter signup or other consent)
• To analyze and improve the Site and our services
• To comply with legal obligations
• To protect our rights, property, and safety, and those of others
• For any other purpose disclosed at the time of collection or with your consent

3. Legal Basis for Processing (EU / UK Visitors)

If you are located in the European Union, United Kingdom, or another jurisdiction with similar privacy laws, we process your personal data under one or more of the following legal bases:

• Consent: where you have given clear consent (e.g., newsletter signup)
• Contract: to take steps at your request before entering into a contract, or to perform a contract with you
• Legitimate interests: to operate our business, respond to inquiries, and improve our services, provided your rights do not override those interests
• Legal obligation: to comply with applicable laws

4. How We Share Your Information

We do not sell your personal information. We share information only in the following limited circumstances:

4.1 Service Providers

We share information with trusted third-party service providers who help us operate the Site and our business, including:

• Hosting and infrastructure: Vercel (web hosting and content delivery)
• Analytics: Vercel Analytics, Google Analytics, Microsoft Clarity
• Email and communication tools: for responding to inquiries and sending newsletters (if you opt in)
• Content management: Notion (for blog content management)

These providers are bound by contractual obligations to protect your information and use it only for the purposes we specify.

4.2 Legal Requirements

We may disclose information if required by law, subpoena, court order, or to protect our rights, property, or safety, or that of others.

4.3 Business Transfers

If we are involved in a merger, acquisition, sale of assets, or similar transaction, your information may be transferred as part of that transaction. We will provide notice before personal information is transferred and becomes subject to a different privacy policy.

4.4 With Your Consent

We may share information with your consent or at your direction.

5. Your Privacy Rights

Depending on your jurisdiction, you may have the following rights regarding your personal information:

• Access: request a copy of the personal information we hold about you
• Correction: request that we correct inaccurate or incomplete information
• Deletion: request that we delete your personal information, subject to legal exceptions
• Portability: request that we provide your information in a structured, machine-readable format
• Objection: object to our processing of your information for certain purposes
• Restriction: request that we limit how we use your information
• Withdrawal of consent: withdraw any consent you previously provided
• Opt-out of marketing: unsubscribe from marketing emails at any time using the unsubscribe link

To exercise any of these rights, contact us at info@effx.ai. We will respond within the timeframes required by applicable law.

5.1 California Residents (CCPA / CPRA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA), including:

• The right to know what personal information we collect, use, disclose, or sell about you
• The right to delete personal information we have collected from you
• The right to correct inaccurate personal information
• The right to opt out of the sale or sharing of your personal information (we do not sell or share personal information for cross-context behavioral advertising)
• The right to limit the use and disclosure of sensitive personal information
• The right not to be discriminated against for exercising your privacy rights

To exercise these rights, contact us at info@effx.ai. We will not discriminate against you for exercising your CCPA / CPRA rights.

5.2 EU / UK Residents (GDPR)

If you are located in the EU or UK, you have rights under the General Data Protection Regulation (GDPR) and UK GDPR, as outlined above. You also have the right to lodge a complaint with your local data protection authority if you believe we have violated your rights.

6. Data Retention

We retain personal information for as long as necessary to fulfill the purposes for which it was collected, including:

• To respond to your inquiries and provide requested services
• To maintain business records
• To comply with legal, accounting, or reporting obligations
• To resolve disputes and enforce our agreements

When personal information is no longer needed, we delete or anonymize it in accordance with our data retention practices.

7. Data Security

We implement reasonable administrative, technical, and physical safeguards to protect your information from unauthorized access, use, disclosure, alteration, or destruction. However, no method of transmission or storage is completely secure, and we cannot guarantee absolute security.

If you suspect a security incident involving your information, please contact us immediately at info@effx.ai.

8. International Data Transfers

EFFX is based in the United States. If you access the Site from outside the United States, your information may be transferred to, stored, and processed in the United States or other countries where our service providers operate. By using the Site, you consent to such transfers.

For transfers from the EU / UK, we rely on appropriate safeguards, such as Standard Contractual Clauses, where required by law.

9. Children’s Privacy

The Site is not directed to children under the age of 16, and we do not knowingly collect personal information from children. If you believe we have inadvertently collected information from a child, please contact us at info@effx.ai and we will take steps to delete it.

10. Third-Party Links

The Site may contain links to third-party websites (such as our former agency, Eff Creative Group). We are not responsible for the privacy practices of those sites. We encourage you to review the privacy policies of any third-party sites you visit.

11. AI Tools and Services

EFFX provides AI advisory and implementation services. As part of our work, we use third-party AI tools and platforms. Information about our AI tool usage is described in our Terms of Service and in individual client engagement agreements. The Site itself does not use AI tools to process visitor information beyond the standard analytics described in Section 1.

12. Changes to This Policy

We may update this Privacy Policy from time to time. The “Last Updated” date at the top of this Policy reflects the most recent version. Material changes will be communicated through the Site or, where appropriate, by email. Your continued use of the Site after changes are posted constitutes your acceptance of the updated Policy.

13. Contact Us

If you have questions, concerns, or requests regarding this Privacy Policy or your personal information, please contact us:

For EU / UK residents, you may also have the right to contact your local data protection authority.

This Privacy Policy is provided as a general guide and does not constitute legal advice. EFFX, LLC reserves the right to modify this Policy at any time.