Privacy Policy
This Privacy Policy explains how Trend Hound Ltd, a company incorporated in England and Wales under company number 16155968, with its registered office at 128 City Road, London, EC1V 2NX, United Kingdom ("Trend Hound", "we", "us" or "our"), collects, uses, stores and protects personal information when you use the Trend Hound platform, website, APIs and related services (the "Service").
Privacy contact: [contact@trendhound.ai](mailto:contact@trendhound.ai)
We are committed to handling personal information responsibly and in accordance with applicable data protection law, including the UK General Data Protection Regulation and the Data Protection Act 2018, as applicable.
1. Information We Collect
The information we collect depends on how you use the Service.
1.1 Account and authentication information
This may include:
- your email address;
- account and authentication information;
- password credentials, which are stored in hashed form;
- two-factor authentication configuration; and
- recovery information, where applicable.
We do not intentionally store your account password in plain text.
1.2 Exchange connection information
If you connect an exchange account, we may process the API credentials necessary to establish and maintain that connection, including API keys and secrets.
These credentials are encrypted when stored and are used to provide the exchange-connected features that you have enabled.
Withdrawal and asset-transfer permissions must be disabled for API credentials connected to Trend Hound.
1.3 Trading and platform data
Depending on the features you use, we may process information relating to your activity on the Service, including:
- trading strategies and configurations;
- algorithm parameters;
- orders and order events;
- fills and execution information;
- positions and balances;
- trading-session history;
- backtests and simulation results;
- performance and P&L information; and
- other information generated through your use of the Service.
Some of this information may be linked to your account and may therefore constitute personal data.
1.4 Billing information
Where you purchase paid services, we may process information relating to your subscription, invoices, payment status, credits and transaction history.
Card payment processing is provided by Stripe. Trend Hound does not normally receive or store your full payment-card number.
1.5 Technical and usage information
We may automatically collect information about how the Service is accessed and used, including:
- IP address;
- browser and device information;
- operating system;
- authentication and login events;
- timestamps;
- error and diagnostic information;
- feature and service usage;
- security events; and
- server and application logs.
1.6 Communications
When you contact us, we may retain the information contained in your communication and any information reasonably necessary to respond to or manage the matter.
2. How We Use Personal Information
We use personal information only where we have a lawful basis to do so.
2.1 Providing and administering the Service
We process information as necessary to:
- create and maintain your account;
- authenticate you;
- provide the functionality you request;
- connect to exchanges you choose to connect;
- transmit trading instructions that you configure or authorise;
- maintain trading sessions and related records;
- provide support; and
- perform our contractual obligations.
Our principal lawful basis for these activities is performance of a contract with you.
2.2 Payments and financial administration
We use relevant information to process subscriptions, manage payments, issue invoices, maintain accounting records and satisfy applicable legal obligations.
The relevant lawful bases may include performance of a contract and compliance with a legal obligation.
2.3 Security and abuse prevention
We process information to protect accounts, systems and users; detect and investigate fraud, abuse, unauthorised access and security incidents; maintain audit trails; and protect the integrity of the Service.
The principal lawful basis for these activities is our legitimate interests, including the security and proper operation of our business and Service, subject to applicable law.
2.4 Service maintenance and improvement
We may use technical and usage information to diagnose errors, monitor performance, maintain infrastructure, improve reliability and understand how the Service is used.
Where appropriate, we may use aggregated or de-identified information for analytical and product-development purposes.
2.5 Communications
We may contact you regarding your account, security matters, transactions, Service availability, maintenance, changes to the Service or other matters necessary to administer your relationship with us.
These are generally service or administrative communications, rather than marketing.
We may send product or promotional communications where permitted by applicable law. Where consent is required, we will obtain it separately and you may withdraw it at any time.
3. Exchange API Credentials
When you connect an exchange account, certain API credentials are processed by Trend Hound to enable the functionality you have selected.
We apply appropriate technical and organisational safeguards to those credentials, including encryption at rest and access restrictions.
We use connected credentials only for the purposes necessary to operate the authorised exchange integration.
Trend Hound does not use connected API credentials to withdraw, transfer or otherwise move assets out of your exchange account.
You are responsible for configuring your API credentials with appropriate permissions. Withdrawal and transfer permissions must remain disabled.
You can disconnect an exchange connection through the Service where supported and must retain the ability to revoke or disable the relevant credentials directly through the exchange.
4. How We Share Personal Information
We do not sell your personal information.
We may disclose personal information where reasonably necessary to provide the Service, operate our business, comply with law or protect our rights.
Depending on how you use the Service, recipients may include:
4.1 Connected exchanges
Information relating to orders, trading instructions, account information or other API requests may be transmitted to an exchange that you have chosen to connect.
The exchange will process that information under its own privacy policy and terms.
4.2 Service providers
We may use carefully selected service providers to support the Service, including providers for:
- payment processing, including Stripe;
- transactional email, including Resend;
- hosting and infrastructure;
- security and authentication;
- monitoring and logging; and
- other services necessary to operate Trend Hound.
Where a provider processes personal data on our behalf, we will put appropriate contractual and data-protection arrangements in place as required by applicable law.
4.3 Professional advisers and authorities
We may disclose information to professional advisers, insurers, auditors, regulators, law-enforcement bodies, courts or other authorities where reasonably necessary or where required by law.
4.4 Corporate transactions
If Trend Hound is involved in a merger, acquisition, financing, restructuring, sale of assets or similar transaction, information may be disclosed to relevant advisers, counterparties and successors to the extent reasonably necessary and permitted by law.
5. International Transfers
Some of our service providers or infrastructure may process personal information outside the United Kingdom.
Where a transfer constitutes a restricted transfer under applicable UK data-protection law, we will rely on an applicable transfer mechanism, which may include:
- UK adequacy regulations;
- the UK International Data Transfer Agreement;
- the UK International Data Transfer Addendum; or
- another lawful transfer mechanism or exception.
Where required, we will undertake the relevant assessment and implement supplementary measures appropriate to the transfer.
Further information about particular international transfers can be requested using the privacy contact details below.
6. Data Retention
We retain personal information only for as long as reasonably necessary for the purposes for which it is processed, including to provide the Service, comply with legal and accounting obligations, resolve disputes, enforce agreements and protect our legitimate interests.
Retention periods depend on the type and purpose of the information.
Our current retention approach is:
| Information | Typical retention |
|---|---|
| Account information | While your account remains active and for a reasonable period after closure |
| Trading and audit records | While your account remains active and thereafter where reasonably necessary for legal, regulatory, security or dispute purposes |
| Billing and accounting records | For the period required by applicable legal and accounting requirements |
| Security and application logs | Typically for up to 90 days, subject to security and incident requirements |
| Backups | Maintained according to our backup cycle, currently up to approximately 4 months |
We may retain particular information for longer where necessary to establish, exercise or defend legal claims, investigate security incidents, comply with a legal obligation or otherwise protect our rights.
Where information is no longer required, we irreversibly anonymise it rather than delete it: the details that identify you (name, email address, phone number and similar identifiers) are replaced with values that cannot be linked back to you, and any exchange API keys we hold for you are deleted. Trading, order and ledger records are kept in that anonymised form for the periods above — once the identifiers are gone they are financial and security records, not personal records.
7. Security
We use technical and organisational measures designed to protect personal information against unauthorised access, loss, alteration, disclosure or destruction.
Depending on the information and system involved, these measures may include:
- encryption in transit;
- encryption of sensitive credentials at rest;
- password hashing;
- multi-factor authentication;
- access controls and role-based permissions;
- segregation of production systems;
- audit and security logging;
- restricted administrative access; and
- encrypted backups.
No method of transmission, storage or electronic security can be guaranteed to be completely secure.
Where we become aware of a personal-data breach, we will assess and respond to it in accordance with applicable law, including notifying the Information Commissioner's Office and affected individuals where legally required.
8. Your Data Protection Rights
Subject to applicable law and any relevant exceptions, you may have rights to:
- request access to personal information we hold about you;
- request correction of inaccurate or incomplete information;
- request deletion (erasure) of personal information — see section 8.1 for how we carry this out;
- request restriction of processing;
- request portability of certain information;
- object to processing carried out on the basis of legitimate interests; and
- object to direct marketing.
Where processing is based on consent, you may withdraw that consent at any time.
You can exercise your rights by contacting:
[contact@trendhound.ai](mailto:contact@trendhound.ai)
We may need to verify your identity before completing a request.
We will normally respond without undue delay and within the applicable statutory time period. In certain circumstances permitted by law, the response period may be extended or a request may be refused.
8.1 Account closure and erasure
Closing your account does not mean that every record is immediately deleted.
We may retain information where required by law or where reasonably necessary for security, accounting, fraud prevention, dispute resolution or the establishment, exercise or defence of legal claims.
When you close your account, or ask us to erase your personal information, we irreversibly anonymise your account rather than physically delete it: your name, email address, phone number and password are replaced with values that cannot be linked back to you; your exchange API keys, sign-in sessions and two-factor settings are deleted; and the account can no longer be used. Trading, order and ledger records are retained in that anonymised form for the periods in section 6. Once the identifiers are gone, those records can no longer be linked to you and are no longer personal information.
9. Cookies and Similar Technologies
We use cookies and similar technologies where necessary to operate, secure and maintain the Service.
These may include cookies used for authentication, session management, security and other strictly necessary functions.
Where we use cookies or similar technologies that require consent under applicable law, we will obtain that consent through the appropriate mechanism.
Further information about the cookies used on a particular website or application will be provided through the applicable cookie notice or settings.
10. Marketing Communications
We may send you administrative and service-related communications that are necessary to provide the Service.
Where we send direct marketing electronically, we will comply with applicable privacy and electronic-communications requirements.
Where consent is required, marketing consent will be obtained separately from acceptance of the Terms & Conditions. You may withdraw marketing consent or unsubscribe at any time.
11. Children's Privacy
The Service is not intended for persons under 18.
We do not knowingly collect personal information from children in connection with the Service.
If you believe that a child has provided personal information to us, please contact us so that we can investigate and take appropriate action.
12. Automated Decision-Making
We do not use personal information to make solely automated decisions that produce legal effects or similarly significant effects about you.
The Service may nevertheless use algorithms, models and automated processes to operate trading, analytical and other technical functionality that you configure or request. Such functionality is not intended to make legal or similarly significant decisions about you as an individual.
13. Complaints
If you have concerns about our handling of your personal information, please contact us first at:
[contact@trendhound.ai](mailto:contact@trendhound.ai)
You also have the right to complain to the Information Commissioner's Office (ICO) if you believe that your personal information has been handled unlawfully.
Information about the ICO and its complaint process is available at https://ico.org.uk/.
14. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to the Service, our processing activities, applicable law or our privacy practices.
Where a change is material, we will provide appropriate notice, which may include notice through the Service or by email.
The updated version will state its effective date.
15. Contact Us
Trend Hound Ltd
Company number: 16155968
Registered office: 128 City Road, London, EC1V 2NX, United Kingdom
Privacy contact: [contact@trendhound.ai](mailto:contact@trendhound.ai)