Privacy Policy
For: gutsy.so website, web application, API and MCP interfaces
Last updated: 8 October 2026
Gutsy AI Inc. ("Gutsy", "we") operates gutsy.so and the Gutsy platform. This policy sets out what personal data we collect about individuals, why, who we share it with, and what you can ask us to do with it.
What this policy does not cover.
Gutsy does not collect personal data about consumers. Our audiences are computational models, we recruit no human respondents, and we ask customers not to upload personal data as part of their content. How we handle customer business content, including which AI model providers process it, is set out separately in our Platform Infrastructure & Data Security Overview. This policy covers the people who visit our website, use the platform, view reports shared from it, and deal with us.
What we collect
| Category | What it includes | Where it comes from |
|---|---|---|
| Account data | Work email and password; or, if you sign in with Google, the name, email and profile picture Google provides. Organisation name, website and type, and your role in the organisation. | You at signup, or Google if you choose Google sign-in |
| Usage data | Pages and features used, actions taken, session timestamps, organisation and user identifiers, device and browser, IP address | Automatically, when you use the platform |
| Error data | Technical diagnostics when something fails, which can include user and organisation identifiers and the action being performed | Automatically |
| Website data | Pages visited, referring source, device and browser, IP address, advertising identifiers set by Google and LinkedIn | Automatically, when you visit gutsy.so |
| Shared report viewers | If you open a report or study someone shared with you by link, we record page views, interactions and a session recording of your visit, with device, browser and IP address, without creating an account for you | Automatically, when you open a shared link |
| Communications | Your messages to us by email or in-app support chat, demo requests, lead forms in reports we publish, and our replies. If a colleague invites you to their organisation, the email address they enter for you. | You, or a colleague who invites you |
| Billing data | Email and billing details of the person administering an account, plan, subscription status and renewal date, order amounts and dates, and the customer and subscription identifiers Polar assigns | You or your organisation, and Polar for card payments |
We do not collect government identifiers, health data, or any special category data.
Billing.
Most customers are invoiced directly. Where payment is made by card, it is processed by Polar, our merchant of record, on Polar's hosted checkout page. Card details are entered with Polar and never reach Gutsy. Polar is the seller of record for those transactions and handles payment and tax compliance under its own terms and privacy policy. Polar is operated by Polar Software, Inc. in the United States, using Stripe as its payment processor. From Polar we receive the billing contact's email, the plan, the amount and date of each order, and subscription status, which we use for access control, billing, refunds and tax records.
Why we use it
| Purpose | Data used | Legal basis |
|---|---|---|
| Providing the platform and your account | Account, usage, billing | Performance of a contract |
| Security, abuse prevention, debugging | Usage, error, IP | Legitimate interests |
| Improving the product | Usage, error, shared report viewers | Legitimate interests |
| Responding to you and supporting you | Communications, account | Legitimate interests, or contract |
| Onboarding and product emails to account holders | Account | Legitimate interests, or consent where required |
| Marketing to business contacts and measuring our advertising | Communications, website, account (hashed email for conversion measurement) | Consent, or legitimate interests where permitted |
| Meeting legal and tax obligations | Account, billing | Legal obligation |
Emails from us.
When you create an account we add your email to our onboarding list and may send you product and onboarding emails. Every such email includes an unsubscribe link. Transactional emails, such as team invitations and monitoring digests you have enabled, are sent regardless.
Advertising measurement.
When you start a trial or subscribe, we tell LinkedIn and Google that a conversion happened so we can measure our advertising. For LinkedIn this includes a one-way hash of your email address, never the address itself. For Google it includes the order value only.
We do not sell personal data. We do not use personal data to train AI models.
Cookies and tracking
We use cookies and similar technologies for four things:
Essential.
Authentication, your selected organisation, session state, security. The platform does not work without these.
Analytics.
PostHog, to understand how the website and the product are used, including session recordings of what is shown on screen inside the application. When you are signed in, PostHog events are tied to your user id and email. This includes reports shared with you by link: we record page views, interactions and a recording of your visit there too.
Support.
Intercom, which powers the in-app and website chat. When you are signed in, Intercom knows your user id, email, organisation and role so we can help you in context.
Advertising.
The LinkedIn Insight Tag and the Google Ads tag, which allow LinkedIn and Google to measure and target advertising and may associate your visit with your LinkedIn or Google account. These tags load on gutsy.so and inside the application.
Where consent is required, non-essential cookies are set only after you give it, and you can withdraw consent at any time. Your browser can also block or delete cookies, which may break parts of the platform.
Where it is stored
Account and database records are stored in Canada. Website hosting, analytics, error monitoring, support messaging, email delivery and advertising measurement operate in the United States. Where personal data leaves Canada, it is protected by contractual terms with each provider and remains subject to this policy.
How long we keep it
| Data | Retention |
|---|---|
| Account data | For the life of the account, then 90 days |
| Usage and analytics | 12 months; session recordings 30 days |
| Error data | 90 days in error monitoring; up to 12 months where errors are also recorded as analytics events |
| Website and advertising | Per the provider's default, up to 12 months |
| Communications and support conversations | 24 months |
| Billing and tax records | 7 years, as required by law |
Backups expire on their own cycles, up to 30 days after deletion.
Your rights
You can ask us to:
- Give you a copy of the personal data we hold about you
- Correct it if it is wrong
- Delete it
- Stop or limit a particular use
- Provide it in a portable format
- Withdraw consent you previously gave
If you are in the EU or UK you also have the right to object to processing based on legitimate interests, and to complain to your supervisory authority. In Canada you may complain to the Office of the Privacy Commissioner. In Quebec you may complain to the Commission d'accès à l'information.
Email help@gutsy.so. We respond within 30 days. We may need to verify who you are before acting.
Deleting personal data tied to an account may mean we can no longer provide the platform to you.
Children
The platform is for business use by adults. We do not knowingly collect personal data from anyone under 18.
Automated decisions
We do not use personal data to make automated decisions producing legal or similarly significant effects about you. Gutsy's output evaluates products, packaging and creative, not individuals.
Changes
We update this policy when our practices change. Material changes are notified to account holders. The date at the top shows the current version.
Contact
Questions, requests and complaints about personal data: help@gutsy.so
We will identify the individual accountable for privacy at Gutsy on request.
Gutsy AI Inc. · Incorporated in the Province of Ontario, Canada