Last updated: June 2025
Introduction
This is our data protection and privacy policy. UrbanTide Limited ("UrbanTide", "we", "us" or "our") respects your privacy and is committed to the protection of your personal data that we collect or process. This policy informs you about how we look after your personal data and tells you your rights and how applicable privacy law protects you.
Who We Are
We are UrbanTide Limited, a limited company incorporated in England and Wales under registered number 9222463. Our registered office is at UrbanTide Limited, 71-75 Shelton Street, Covent Garden, London WC2H 9JQ.
UrbanTide is either the data controller or data processor, as required, and you can find our registration details with the ICO, the UK's data protection regulator.
Our site address is: https://usmart.ai
Any questions about this policy should be sent to hello@urbantide.com.
The data we may collect
We may collect and process the following data about you:
- Information you put into forms or surveys on our site at any time
- Personal identifiers, contacts and characteristics (for example, name and contact details)
- A record of any correspondence between us
- Details of your visits to our site and the resources you use
- Information about your computer (e.g. your IP address, browser, operating system, etc.) for system administration and to report aggregate information. This is statistical data about browser usage and patterns and does not identify any individual
How we collect your data and why
Most of the personal information we process is provided to us directly or indirectly by you for one of the following reasons:
- Use of the uSmart service and our website usmart.io & usmart.ai
- Completion of forms or surveys on our site or from an event
- Direct correspondence from you
We collect your information to ensure secure and functional service delivery, enhance our offerings, verify your identity during communications, and alert you to security concerns. We may share this information securely on UrbanTide internal systems such as Google Workspace.
Under the UK General Data Protection Regulation (UK GDPR), we process this information based on the following lawful grounds:
- (a) Your consent. You can withdraw your consent at any time. You can do this by contacting hello@urbantide.com
- (b) We have a contractual obligation
- (c) We have a legal obligation
- (d) We have a vital interest
- (e) We need it to perform a public task
- (f) We have a legitimate interest
How we store your information
Your information is stored securely. We retain your personal data only for the necessary duration, considering the original collection purpose, our statutory obligations, legal claim requirements (including timeframes for potential future claims), and other legal responsibilities. We do not keep personally identifiable information longer than required.
Cookies
We use cookies to distinguish users and improve our site. Cookies contain information that is transferred to a computer's hard drive. They help us to improve our site and to deliver a better and more personalised service.
You may refuse to accept cookies by activating the relevant setting on your browser. However, if you select this setting you may be unable to access certain parts of our site.
Please see our for further information and for a list of the cookies we collect.
Links to other sites
This policy and our website 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 or use of data.
If you transfer to another website, you should read their data protection statement for their policy on the use of personal information. For the purpose of the Data Protection Act 1998 (the act), the data controller is UrbanTide Limited.
Disclosing your information
We may disclose personal information about you to third parties if we are under a duty to disclose or share personal data in order to comply with any legal obligation, or to enforce or apply our terms of use and other agreements; or to protect the rights, property, or safety of UrbanTide Limited or its customers, or others.
This includes exchanging information with others to protect against fraud or credit risks.
Your data protection rights
Under data protection law, you have rights including:
Right to be informed
This privacy policy tells you how your data will be collected, used, stored, and shared in clear, transparent language.
Right of access
You can request copies of all your personal data that we hold, including how it's being used.
Right to rectification
You have the right to ask us to rectify personal information you think is inaccurate or incomplete.
Right to erasure
Also known as the 'right to be forgotten,' you can request that we delete your personal data when there's no compelling reason to continue processing it.
Right to restrict processing
You have the right to object to the processing of your personal information in certain circumstances.
Right to data portability
You may request that we move the personal data you provided to another organisation or directly to you under specific conditions.
Right to object
You can object to the processing of your data based on legitimate interests, direct marketing, or for research/statistical purposes. You can ask us to not use your data for marketing purposes. You can do this by ticking the relevant boxes on our forms, or by contacting us at any time at hello@urbantide.com.
Rights related to automated decision making
You can challenge decisions made about you by automated means without human involvement.
Right to withdraw consent
Where you've given consent for data processing, you can withdraw it at any time by contacting hello@urbantide.com
Right to lodge a complaint
If you have concerns about our use of your personal information, you can make a complaint to us at hello@urbantide.com. You can also file a complaint with the Information Commissioner's Office (ICO).
You are not required to pay any charge for exercising your rights. If you make a request, we have one month to respond to you. Please contact us at hello@urbantide.com if you wish to make a request.
Changes
If we change our Privacy Policy, we will post the changes on this page and, where appropriate, we may also email you.
Contact
Questions, comments and requests regarding this privacy policy are welcome and should be sent to hello@urbantide.com.