Privacy Policy

    Last updated: February 2026

    Entity: HomeFeed AI Limited

    Address: Stylus House, London Road, Bracknell, Berkshire RG12 2UT

    Contact: hello@home-feed.co.uk | Privacy: privacy@home-feed.co.uk

    1. Introduction

    Welcome to HomeFeed AI Limited ("HomeFeed", "we", "our", or "us"). We are committed to protecting your personal data and being transparent about how we use it. This Privacy Policy explains how we collect, use, store, and share your personal data when you use our website at gethomefeed.co.uk or our Services — including our advertising and lead generation platform for estate agents, landlords, and property businesses. HomeFeed AI Limited is a data controller for the purposes of UK GDPR and the Data Protection Act 2018. In certain circumstances we also act as a joint controller alongside our Business Users (see Section 5), and as a Tech Provider under Meta's Platform Terms (see Section 6).

    If you have questions, contact us at privacy@home-feed.co.uk.

    2. Who This Policy Applies To

    This Privacy Policy applies to:

    • Business Users — estate agents, landlords, property developers, and other property professionals who create a HomeFeed account to run advertising campaigns and manage leads.
    • End Users — individuals who interact with HomeFeed-powered advertisements, landing pages, or lead forms on Facebook, Instagram, or HomeFeed-hosted pages. These individuals become leads stored within a Business User's HomeFeed account.
    • Website Visitors — anyone who visits gethomefeed.co.uk.

    3. Information We Collect

    3.1 Information You Provide (Business Users)

    When you create a HomeFeed account, we collect:

    • Name, email address, phone number, and business details
    • Payment and billing information (processed securely via third-party payment providers)
    • Facebook and Instagram page credentials and access tokens (when you connect your social media accounts to HomeFeed)
    • Property listing information and campaign content you upload

    3.2 Lead Data Collected via the Platform (End Users)

    HomeFeed's core function is to help estate agents generate leads through targeted advertising on Facebook and Instagram, and through HomeFeed-hosted landing pages. When a member of the public responds to an advert or fills in a lead form, we collect the information they submit, which may include:

    • Name, email address, and phone number
    • Property preferences (e.g. location, budget, number of bedrooms)
    • Whether they are a buyer, seller, or tenant
    • Valuation request details
    • Any other information submitted via the lead form

    This data is collected from two sources: Facebook and Instagram native lead forms (via the Meta Lead Ads API), and HomeFeed-hosted landing pages linked to advertising campaigns.

    3.3 Information Collected Automatically

    When you visit our website or use our Services, we automatically collect:

    • Device information: IP address, browser type and version, device type and operating system
    • Usage information: pages visited, features used, time and date of visits, click patterns
    • Location information: approximate location based on IP address

    Please see our Cookie Policy for full details of the tracking technologies we use.

    3.4 Information from Third Parties

    We receive data from:

    • Meta Platforms (Facebook and Instagram) — including lead data submitted through Facebook and Instagram lead forms, and page access permissions granted by Business Users
    • Payment processors — transaction confirmation and billing details
    • Analytics providers — aggregated usage and performance data. We use Google Analytics, Hotjar, and Mixpanel for this purpose. Each provider's use of data is governed by their own privacy policies: Google, Hotjar, Mixpanel

    4. How We Share Your Information

    4.1 To Provide and Operate the Platform

    • Create and manage Business User accounts
    • Connect Business Users' Facebook and Instagram pages to the HomeFeed platform
    • Run pre-built advertising campaigns on Facebook and Instagram on behalf of Business Users
    • Capture and store leads generated through those campaigns
    • Display leads to Business Users and their authorised staff within the HomeFeed platform
    • Process payments and manage subscriptions

    4.2 To Improve Our Services

    • Analyse platform usage and campaign performance
    • Develop and test new features
    • Monitor and enhance security
    • Conduct research and generate aggregated, anonymised insights

    4.3 To Communicate with You

    • Send account-related notifications and updates
    • Respond to support enquiries
    • Send marketing communications (where you have consented or we have a legitimate interest)

    4.4 Legal and Safety Purposes

    • Comply with legal obligations
    • Enforce our Terms of Service
    • Prevent fraud and abuse
    • Defend our legal rights

    5. Joint Data Controller Arrangement

    Important — please read this section carefully. This arrangement applies only to lead data collected through HomeFeed-hosted landing pages, not to data collected via Facebook or Instagram lead forms. Meta Platform Data is governed separately under Section 6.

    When an End User submits their details through a HomeFeed-hosted landing page (i.e. a landing page native to the HomeFeed platform, not a Facebook or Instagram native lead form), both the relevant Business User (e.g. the estate agent running the campaign) and HomeFeed AI Limited act as independent data controllers for that personal data.

    This means:

    • The Business User will have access to the lead data and can use it for their own business purposes, such as following up with potential buyers, sellers, or tenants, managing viewings, and maintaining client relationships.
    • HomeFeed will also have access to and independently process the same landing page lead data for its own purposes, including platform operation, service improvement, analytics, and business intelligence. This broader use applies only to data collected through HomeFeed's own landing pages.

    This joint controller arrangement does not apply to lead data that originates from Facebook or Instagram native lead forms. That data is Meta Platform Data and is governed exclusively by Section 6 of this policy, under which HomeFeed acts solely as a Tech Provider processing data on behalf of the relevant Business User, with no independent rights to use that data for HomeFeed's own purposes.

    Business Users are responsible for ensuring they have a lawful basis to collect and share End User data with HomeFeed, and for providing End Users with appropriate privacy information at the point of data collection.

    Where HomeFeed processes data solely on behalf of and at the instructions of a Business User, we act as a data processor. The details of such arrangements are set out in a separate Data Processing Agreement available to Business Users on request.

    6. HomeFeed as a Meta Tech Provider

    This section explains how HomeFeed handles data obtained from Meta's platforms (Facebook and Instagram) and our obligations under Meta's Platform Terms.

    HomeFeed operates as a Tech Provider under Meta's Platform Terms. This means that when Business Users connect their Facebook or Instagram pages to HomeFeed, we access Meta's Platform and process Meta Platform Data on behalf of those Business Users (our Clients) in order to help them run lead generation advertising campaigns.

    6.1 How We Use Meta Platform Data

    As a Tech Provider, HomeFeed processes Meta Platform Data strictly on behalf of and at the direction of the relevant Business User (the estate agent or property business whose campaign generated the lead). This means:

    • Lead data originating from Facebook or Instagram lead forms is processed solely for the purpose of delivering that specific Business User's campaign. It is not pooled across clients, not used for HomeFeed's own analytics or business intelligence, and not shared with any other Business User.
    • Each Business User's Meta Platform Data is stored and processed in isolation from that of all other Business Users on the platform.
    • HomeFeed does not use Meta Platform Data to train models, inform platform-wide analytics, or derive insights that benefit HomeFeed beyond the direct operation of that Business User's account.
    • We do not sell, license, or transfer Meta Platform Data to any third party except as permitted under Meta's Platform Terms.
    • We do not use Meta Platform Data to build user profiles for advertising, to make eligibility determinations about individuals, or for any surveillance purpose.

    6.2 Data Retention for Meta Platform Data

    Meta's Platform Terms (Section 3.d) impose specific data retention and deletion obligations on Tech Providers. HomeFeed complies with these requirements. In accordance with Meta's Platform Terms, Meta Platform Data (including lead data sourced from Facebook or Instagram lead forms) must be — and will be — deleted in the following circumstances:

    • When it is no longer needed for the legitimate business purpose for which it was collected — i.e. when the relevant campaign has ended and there is no ongoing client relationship justifying its retention
    • When a Business User's HomeFeed account is cancelled or deleted — all lead data associated with that account, including any data sourced from Meta's platforms, is permanently and irrecoverably deleted. HomeFeed does not retain this data after account closure.
    • When an End User (a lead) requests deletion of their data — see Section 10 for how to make this request
    • When Meta requests deletion for the protection of Users, as permitted under Meta's Platform Terms
    • When required by applicable law or regulation

    These deletion obligations exist independently of, and in addition to, HomeFeed's obligations under UK GDPR. Where Meta's Platform Terms impose a stricter or more specific requirement than UK GDPR alone, HomeFeed will comply with the stricter standard.

    Business Users may export their lead data at any time while their HomeFeed account is active. Upon account cancellation or deletion, data export will no longer be possible and all data will be permanently deleted.

    6.3 International Transfers of Meta Platform Data

    Transfers of personal data between HomeFeed and Meta's platforms are subject to specific international transfer mechanisms under Meta's Platform Terms, in addition to HomeFeed's general transfer safeguards under UK GDPR. Specifically, Section 10B of Meta's Platform Terms governs UK data transfers. Under this provision:

    • Where Meta Platform Data is controlled by Meta Platforms, Inc. and subject to UK GDPR ("Meta UK Data"), transfers to HomeFeed are governed by the UK International Data Transfer Addendum (IDTA) — the Approved Addendum issued by the Information Commissioner under s119A of the Data Protection Act 2018, Version B1.0, dated 21 March 2022.
    • The applicable transfer module is Module 1 (controller to controller), reflecting that both Meta Platforms, Inc. and HomeFeed act as independent controllers in respect of this data.
    • Where HomeFeed shares personal data subject to UK GDPR back to Meta Platforms, Inc. ("Developer UK Data"), those transfers are also governed by the same UK Addendum on a controller-to-controller basis.

    For transfers of Meta Platform Data involving personal data controlled by Meta Platforms Ireland Limited and originating from the European Economic Area, Section 10A of Meta's Platform Terms applies, incorporating the EU Standard Contractual Clauses (Commission Decision (EU) 2021/914), Module 1, with Ireland as the governing jurisdiction and the Data Protection Commission as the competent supervisory authority.

    In all cases, HomeFeed implements and maintains the technical and organisational security measures required by Meta's Platform Terms in connection with these transfers.

    7. Who We Share Your Information With

    We do not sell your personal data. We may share your information in the following circumstances:

    7.1 Business Users and Their Staff

    Lead data collected through the HomeFeed platform is shared with the relevant Business User. Business Users may grant access to their authorised staff members through their HomeFeed account.

    7.2 Meta Platforms (Facebook and Instagram)

    To deliver advertising campaigns, we share campaign data and audience information with Meta Platforms Inc. in accordance with Meta's Platform Terms and policies. Meta's use of data is governed by their own privacy policy.

    7.3 Service Providers

    We share data with trusted third-party service providers who help us operate the platform, including:

    • Cloud hosting and infrastructure providers
    • Payment processors (e.g. Stripe)
    • Analytics services (e.g. Google Analytics, Mixpanel, Hotjar)
    • Customer support tools
    • Email service providers
    • Content delivery networks (e.g. Cloudflare)

    All service providers are contractually required to process data only on our instructions and in compliance with applicable data protection law.

    7.4 Legal Requirements

    We may disclose your information when required by law, court order, or to protect our rights and the safety of others.

    7.5 Business Transfers

    In the event of a merger, acquisition, or sale of assets, your data may be transferred to a successor entity.

    8. Legal Basis for Processing (UK GDPR)

    We process personal data on the following legal bases:

    • Consent — for non-essential cookies, marketing communications, and where explicitly required by law.
    • Contract — to provide the Services to Business Users under our Terms of Service.
    • Legitimate Interests — to operate, improve, and secure the platform, and for our own business development purposes, balanced against individuals' rights.
    • Legal Obligation — where processing is required to comply with applicable law.

    9. Data Retention

    We retain personal data for as long as is necessary for the purposes set out in this policy:

    • Business User account data: for the duration of the account and up to 2 years after closure
    • Lead data (End User data): retained while the Business User's HomeFeed account is active. When a Business User cancels or deletes their HomeFeed account, all associated lead data is permanently deleted and is not retained by HomeFeed. Business Users may export their lead data at any time before account deletion.
    • Transaction and payment records: 6 years to comply with legal and financial obligations
    • Analytics data: up to 26 months in aggregated, anonymised form

    When data is no longer needed, we will securely delete or anonymise it.

    10. End User Data Rights and Deletion Requests

    This section is specifically for individuals (leads) whose data has been captured through a HomeFeed-powered advertisement or landing page.

    If your personal data has been collected through a HomeFeed advertising campaign and you would like it to be deleted, you have the right to request this at any time.

    10.1 How to Request Deletion of Your Data

    You can submit a data deletion request by emailing us directly at:

    privacy@home-feed.co.uk

    Or by visiting our Data Rights page at: https://home-feed.co.uk/data-rights

    Please include your full name, email address, and if known, the name of the estate agent or property business whose advert you responded to. We will action your request within 30 days and confirm when your data has been deleted.

    Alternatively, you may contact the estate agent or property business directly — as a joint data controller, they also have the ability to delete your record from their HomeFeed account.

    10.2 What Happens When You Request Deletion

    Upon a valid deletion request:

    • Your lead record will be permanently deleted from the relevant Business User's HomeFeed account
    • Your data will be removed from HomeFeed's systems
    • Where your data originated from a Facebook or Instagram lead form, we will action deletion in accordance with Meta's Platform Terms
    • We will confirm deletion to you in writing within 30 days

    Please note: we may retain certain data where we are required to do so by law (for example, transaction records), but this will not include your lead contact details.

    10.3 Account Cancellation and Data Deletion

    If a Business User cancels or deletes their HomeFeed account, all lead data associated with that account — including any data sourced from Meta's platforms — is permanently deleted. HomeFeed does not retain lead data after account deletion. Business Users are encouraged to export any data they wish to retain before closing their account.

    11. Your Privacy Rights

    Under UK GDPR and the Data Protection Act 2018, you have the following rights:

    • Access — request a copy of the personal data we hold about you
    • Rectification — request correction of inaccurate or incomplete data
    • Erasure — request deletion of your personal data in certain circumstances
    • Restriction — request that we limit how we process your data
    • Portability — receive your data in a structured, machine-readable format
    • Objection — object to processing based on legitimate interests
    • Withdraw Consent — where processing is based on consent, you may withdraw it at any time

    To exercise any of these rights, please contact us at privacy@home-feed.co.uk. We will respond within 30 days.

    You also have the right to lodge a complaint with the Information Commissioner's Office (ICO): ico.org.uk | 0303 123 1113

    12. Data Security

    We implement appropriate technical and organisational measures to protect your personal data, including:

    • Encryption of data in transit and at rest
    • Secure access controls and authentication
    • Regular security assessments
    • Staff training on data protection

    In the event of a data breach affecting your personal data, we will notify you and the ICO as required by law, and will notify Meta where the breach involves Meta Platform Data.

    13. International Data Transfers

    Some of our third-party service providers (including Meta Platforms and Google) may process data outside the UK or European Economic Area. Where this occurs, we ensure appropriate safeguards are in place, including:

    • UK International Data Transfer Agreements (IDTAs)
    • Standard Contractual Clauses (SCCs) approved by the European Commission
    • Adequacy decisions

    Transfers of data between HomeFeed and Meta's platforms are additionally governed by Meta's Platform Terms (Sections 10A, 10B, and 10C).

    14. Children's Privacy

    Our Services are not directed at individuals under the age of 18. We do not knowingly collect personal data from anyone under 18. If you believe we have collected data from a minor, please contact us immediately at privacy@home-feed.co.uk.

    15. Cookies and Tracking Technologies

    We use cookies and similar technologies on our website. For full details of the cookies we use, your options for managing them, and how to withdraw consent, please see our Cookie Policy.

    16. Changes to This Privacy Policy

    We may update this Privacy Policy from time to time. We will update the "Last Updated" date at the top of this policy. For significant changes, we will provide prominent notice on our website or by email.

    17. Contact Us

    If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:

    HomeFeed AI Limited
    Stylus House, London Road, Bracknell, Berkshire RG12 2UT

    • General enquiries: hello@home-feed.co.uk
    • Privacy and data protection: privacy@home-feed.co.uk
    • Data Protection Officer: hello@home-feed.co.uk

    For complaints, you may also contact the ICO:

    Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF
    ico.org.uk | 0303 123 1113