Last updated: 1 July 2026
1. IMPORTANT INFORMATION AND WHO WE ARE
What this policy covers. This privacy policy gives you information about how Dealerkit Limited (“we”, “us” or “our”) collects and uses your personal data through your use of our website at dealerkit.com (“Website”) and our services provided via our platform at app.dealerkit.uk (“Platform”).
Dealerkit as a data controller. Dealerkit Limited is the controller and responsible for your personal data covered by this privacy policy.
Dealerkit as a data processor. When we provide the Platform to our customers (car dealerships) we will also process the personal data of our customers’ customers (e.g. those buying or selling a car) as instructed by our customer. We process this personal data in our role as a processor for our customer and they are responsible for providing the necessary privacy notice when we process their customers’ data on their behalf.
No children’s data. The Website and Platform are not intended for children and we do not knowingly collect data relating to children.
2. THE TYPES OF PERSONAL DATA WE COLLECT ABOUT YOU
Personal data means any information about an individual from which that person can be identified.
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:
Identity Data: includes first name, last name, job title/role and profile picture.
Contact Data: includes email address (work) and mobile telephone number.
Profile Data: includes your username and password for the Platform.
Technical Data: includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, device ID and other technology on the devices you use to access the Website and Platform.
Usage Data: includes information about how you interact with and use our Website, Platform, products and services, including any error or debugging information, and the actions we and you take in relation to them, and the Cookies Data
Feedback Data: includes your feedback and survey responses.
Cookies Data: includes the information collected through the cookies and similar technologies listed in our cookies banner on our Website.
Marketing and Communications Data: includes your preferences in receiving marketing from us and our third parties, your communication preferences, the history of the direct marketing communications we have sent to you and copies of the communications between you and us.
We also collect, use and share aggregated data such as statistical or demographic data which is not personal data as it does not directly (or indirectly) reveal your identity. For example, we may aggregate individuals' Usage Data to calculate the percentage of users accessing a specific Website or Platform feature in order to analyse general trends in how users are interacting with our Website/Platform to help improve the Website/Platform.
3. HOW IS YOUR PERSONAL DATA COLLECTED?
We use different methods to collect data from and about you including through:
Your interactions with us: You may give us your personal data by filling in online forms or by corresponding with us by phone, email or otherwise. This includes personal data you provide when you:
create an account for the Platform
sign up to receive our marketing emails/texts or other communications
participate in or answer questionnaires or surveys, provide feedback or enter competitions
contact us for support about you and/or your organisation or your organisation’s customers
Automated technologies or interactions: As you interact with our Website or Platform, we automatically collect Technical Data and Usage Data about your equipment, browsing actions and patterns. This may be done by using cookies or other similar technologies.
4. WHAT DO WE USE YOUR PERSONAL DATA FOR?
The law requires us to have a legal basis for collecting and using your personal data. We rely on one or more of the following legal bases:
Performance of a contract with you: Where we need to perform the contract we are about to enter into or have entered into with you.
Legitimate interests: We may use your personal data where it is necessary to conduct our business and pursue our legitimate interests, for example to prevent fraud and enable us to give you the best and most secure customer experience. We make sure we consider and balance any potential impact on you and your rights (both positive and negative) before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).
Legal obligation: We may use your personal data where it is necessary for compliance with a legal obligation that we are subject to. We will identify the relevant legal obligation when we rely on this legal basis.
Consent: We rely on consent only where we have obtained your active agreement to use your personal data for a specified purpose, for example if you subscribe to an email newsletter.
We have set out below, in a table format, a description of all the ways we plan to use the various categories of your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.
Purpose | Type of personal data | Lawful basis for processing |
To register you as a new user of the Platform and enable you to log in and access the Platform | Identity Data Contact Data Profile Data
| Necessary for our legitimate interests (delivering our Platform to you) |
To manage our relationship with you which will include:
| Identity Data Contact Data Marketing and Communications Data |
|
To administer and protect our business and the Website/Platform (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) | Identity Data Contact Data Technical Data Usage Data Cookies Data | Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security and to prevent fraud) |
To apply security measures to our processing of your personal data, including processing in connection with the Platform | All personal data under this privacy policy | Legal obligation (applying appropriate technical and organisational measures under Article 32 of the UK GDPR) |
To use data analytics or feedback you provide directly to us (for example via forms or surveys) to improve our Website, Platform and products/services, customer relationships and experiences and to measure the effectiveness of our communications and marketing | Contact Data Technical Data Usage Data Feedback Data | Necessary for our legitimate interests (to define types of customers for our products and services, to keep our websites updated and relevant, to develop our business and to inform our marketing strategy) |
To comply with our other legal obligations, including compliance with tax legislation, judicial, law enforcement and government authorities' requests | All personal data under this privacy policy | Legal obligation (for example to retain your personal data where required by HMRC) |
To send you direct marketing communications via email and text | Contact Data Technical Data Marketing and Communications Data
|
|
To send you direct marketing communications via telephone | Contact Data Technical Data Marketing and Communications Data | Necessary for our legitimate interests (to publicise and grow our business) |
To respond to your requests to exercise your rights under this privacy policy | As relevant to your request | Legal obligation (complying with data subject requests under Chapter 3 of the UK GDPR) |
To deploy and process personal data collected via cookies, as set out at “Cookies” below | Cookies Data | Consent, for not strictly required cookies
Legitimate interests (delivering and securing the Website, Platform and our services), for strictly required cookies |
Cookies
For information about the cookies we use and how to change your cookie preferences, please visit our cookies management page. This can be accessed by clicking the black paperclip logo at the bottom left of our Website.
Marketing
During the registration process on our Platform when your personal data is collected, you may be asked to indicate your preferences for receiving direct marketing communications from us via email, text or phone.
We may also analyse your Identity, Contact, Technical, Usage and Profile Data to form a view which products, services and offers may be of interest to you so that we can then send you relevant marketing communications.
Third-party marketing
We will get your express consent before we share your personal data with any third party for their own direct marketing purposes.
Opting out of marketing
If you would like to unsubscribe, you can do so by following the opt-out links within any marketing communication sent to you or by emailing [email protected]. If you are signed up to marketing communications, cancelling your account will not automatically opt-you out of marketing communications.
If you opt out of receiving marketing communications, you will still receive service-related communications that are essential for administrative or customer service purposes, for example relating to order confirmations for a product, appointment reminders or checking that your contact details are correct.
5. WHO DO WE SHARE YOUR INFORMATION WITH?
We may need to share your personal data with third parties outside of our organisation. This includes the following organisations for the reasons set out at “What do we use your personal data for?” above:
External third parties:
our professional advisors acting as controllers based in the UK including lawyers, auditors, insurers and consultants who provide legal, accounting, insurance and other services.
service providers acting as processors who provide IT and system administration services, hosting services, fraud and identity verification providers (such as Stripe), customer service support, email delivery and administration, and data storage and analysis.
Third parties to whom we may choose to sell, transfer or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy.
HM Revenue and Customs, regulators, law enforcement, public authorities or other third parties acting as controllers based in the UK where necessary to exercise our rights or comply with a legal obligation.
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
6. INTERNATIONAL TRANSFERS
We may transfer your personal data to service providers that carry out certain functions on our behalf. This may involve transferring personal data outside the UK to countries which have laws that do not provide the same level of data protection as the UK laws.
Whenever we transfer your personal data out of the UK to service providers, we ensure a similar degree of protection is afforded to it by ensuring that the following safeguards are in place:
We will only transfer your personal data to countries that have been deemed by the UK to provide an adequate level of protection for personal data; or
We may use specific standard contractual terms approved for use in the UK which give the transferred personal data the same protection as it has in the UK, namely the International Data Transfer Agreement or The International Data Transfer Addendum to the European Commission’s standard contractual clauses for international data transfers.
7. DATA SECURITY
We take security and privacy seriously. We will endeavour to take all reasonable steps to keep your data secure once it has been transferred to our systems. We adopt appropriate, industry-standard data collection, storage and processing practices and security measures to protect against unauthorised access, alteration, disclosure or destruction. Where we utilise third parties to help provide our services, we will always ensure that, as a minimum, the security policies and confidentiality arrangements of those third parties adhere to the same requirements that we impose and expect.
8. HOW LONG DO WE STORE YOUR DATA FOR?
We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.
To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.
9. WHAT ARE YOUR LEGAL RIGHTS?
You have a number of rights under data protection laws in relation to your personal data.
You have the right to:
Access to your personal data: You can ask us to confirm if we are processing your personal data and you may request a copy of your personal data.
Right to change or withdraw your consent: Where you have given us consent to make use of your personal data for any of the purposes outlined in this policy, you may withdraw that consent. If you wish to change your contact preferences or you no longer wish to be contacted for marketing purposes, get in touch.
Right to rectification: If you need to update out-of-date or inaccurate information we hold about you, please get in touch. We may need to verify the accuracy of the new data you provide to us.
Right to erasure in certain circumstances: This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.
Right to data portability: Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.
Right to object: Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) as the legal basis for that particular use of your data (including carrying out profiling based on our legitimate interests). In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your right to object.
Right to restrict processing: You can ask us to restrict the processing of personal data we hold about you in certain circumstances, such as:
if you want us to establish the data's accuracy
where our use of the data is unlawful but you do not want us to erase it
where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims
you have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it
If you wish to exercise any of the above rights, please get in touch by contacting our team at [email protected].
No fee usually required: You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.
What we may need from you: We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.
Time limit to respond: We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.
10. COMPLAINTS
You have the right to make a complaint to the Information Commissioner’s Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). However, before doing so please make sure you have first made your complaint to us or asked us for clarification if there is something you do not understand. The ICO will expect you to have done this before reviewing your complaint.
11. GETTING IN TOUCH
If you have any questions about this privacy policy or about the use of your personal data or you want to exercise any of your rights as outlined in this privacy policy please contact our team in the following ways:
Email address: [email protected].
Postal address: DealerKit Limited, 71-75 Shelton Street, Covent Garden, London, England, WC2H 9JQ
Telephone number: 0333 050 7102
Please note that phone calls to us are recorded for monitoring, training and security purposes.
12. CHANGES TO THIS PRIVACY POLICY AND YOUR DUTY TO INFORM US OF CHANGES
We may modify or update this privacy policy from time to time to reflect the changes in our business and practices, so you should review this page periodically. When we change the policy in a material manner we will let you know and will update the “Last updated” header at the top of this policy.
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us, for example a new address or email address.
13. THIRD-PARTY LINKS
The Website and Platform may 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. When you leave our Website/Platform, we encourage you to read the privacy policy of every website you visit.