amely

Privacy Policy

Last updated: 18 October 2026

1. Who we are

Amely AI Limited (company number 16765190, 55 Brompton Park Crescent, London, SW6 1SW) is the data controller for the personal data described in this policy. This policy explains how we collect, use and protect personal data under the UK GDPR and the Data Protection Act 2018.

2. What data we collect

All users

  • Account details: name, email address and password (stored only in hashed form).
  • Payment details: handled by Stripe. We never see or store full card numbers.
  • Technical data: IP address, browser and device type, and log-in times, used for security.

Directors

  • Profile details: name, bio, location, representation (agent or production company), availability and links you add.
  • Uploaded Content: videos, thumbnails, titles, credits and tags.

Agency users

  • Work details: your agency, job title and role.

Activity on Amely

We record what users do on the Platform, including:

  • log-ins and when you were last active;
  • searches, filters and tags used;
  • director profiles viewed;
  • videos played and how long they were watched;
  • saves, shortlists, shares and clicks to contact a director.

We record this on our own servers. It does not rely on cookies.

3. How we use your data

  • To provide and maintain your account and the Platform.
  • To process payments and subscriptions.
  • To personalise search results and recommendations.
  • To show directors analytics about views of their profile and work (see section 5).
  • To understand how Amely is used so we can improve it.
  • To keep the Platform secure and prevent misuse.
  • To send service updates and, where you agree, product news. You can unsubscribe at any time.

4. Lawful basis

  • Contract: to provide the account and services you signed up for, including showing directors' profiles and Content to agency users.
  • Legitimate interests: to record activity on the Platform, improve the service, show directors which agencies viewed their work, and keep Amely secure. We have balanced these interests against your rights, and you can object (see section 8).
  • Consent: for optional analytics cookies and marketing emails. You can withdraw consent at any time.
  • Legal obligation: to keep financial records for tax purposes.

5. Who can see your data

Other Amely users

  • Directors' profiles and Content are visible to agency users on Amely, and to anyone with a director's custom URL.
  • Agency visits: directors on the Pro plan can see the name of the agency whose users viewed their profile or work, and when. They do not see the individual's name unless that person contacts them.

Service providers

We share data only with providers acting on our behalf:

  • Stripe (payments)
  • Supabase (database and authentication)
  • Cloudflare (hosting, content delivery, and video storage and streaming)
  • Google Analytics (website analytics, only if you accept analytics cookies)

All of them are bound by contract to protect your data. We never sell your data.

6. Data retention

  • Account and profile data: while your account is active. Deleted within 30 days of you closing your account.
  • Activity records: kept for 12 months, then deleted or anonymised.
  • Hidden Content after a downgrade: kept for 90 days, then may be deleted.
  • Payment and tax records: kept for 6 years, as required by law.

7. Security

We use encryption, secure hosting and restricted internal access. Only authorised Amely staff can see individual users' activity, and only where needed to run or improve the service.

8. Your rights

You have the right to:

  • access the personal data we hold about you;
  • correct inaccurate data;
  • have your data deleted;
  • restrict how we use your data;
  • object to us using your data based on legitimate interests;
  • receive your data in a portable format;
  • withdraw consent at any time, where we rely on consent.

To make a request, email hello@amely.ai. We will respond within one month.

You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk. We would appreciate the chance to resolve your concern first.

9. International transfers

Some of our providers store or process data outside the UK, for example in the EU or US. Where they do, we make sure your data is protected by an approved safeguard, such as the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses, or by a UK adequacy decision.

10. Changes to this policy

If we make significant changes, we will tell you by email or on the Platform. The "Last updated" date above always shows the current version.

11. Contact

Privacy questions or complaints: hello@amely.ai

Amely AI Limited, 55 Brompton Park Crescent, London, SW6 1SW