Privacy notice

Last updated: 6 November 2026 (version legal-v2.31-2026-11-06; free guide section guide-form-v2-2026-11-06).

Who we are

The data controller is Intuita Psychology Ltd, trading as Ed Psych Now (edpsychnow.co.uk). Ed Psych Now is a trading name of Intuita Psychology Ltd, registered in England and Wales, company no. 17395003. Registered office: Suite A, 82 James Carter Road, Mildenhall IP28 7DE. Contact: rose@edpsychnow.co.uk. ICO registration number: ZC281365.

This notice covers both of our products: Clear View (£35, produced automatically) and Clear Picture (£245, checked by a registered educational psychologist). Where they differ, we say so. It also covers requests for our free guide, which are explained in their own section, Free guide requests.

Who reads your answers

Clear View: Clear View is produced automatically by AI, straight away. No one at Ed Psych Now reads your answers or your Clear View, and Ed Psych Now does not contact families or make referrals. A small selection of Clear View reports may be read by Dr Rose Cobb for quality control. These reads happen later, not as answers come in, so if you're worried about anyone's safety, please use the contacts below. Your answers are processed by AI only, to produce your Clear View and to run an automatic safety check, so we can show you support contacts if needed.

Clear Picture: A registered educational psychologist reads your answers when checking your Clear Picture, usually within 1 to 3 working days (our aim, not a guarantee). Ed Psych Now does not monitor answers as they come in and can't respond quickly. If the educational psychologist has a serious concern about a child's safety, they will follow their professional safeguarding duties, which may mean sharing information with the right agency. If you're worried about anyone's safety, please act yourself, straight away, using the contacts below: 999 in an emergency, NHS 111 (mental health option) for urgent help, your child's school's designated safeguarding lead, your local council's children's services, or the NSPCC Helpline.

For Clear Picture, AI drafts it from your answers. A registered educational psychologist then reads your answers and the draft, checks and edits it, and releases it to you. Clear Picture reports are checked by a registered educational psychologist (HCPC). Ed Psych Now is led by Dr Rose Cobb, HCPC registration PYL048535 (practitioner psychologist, educational psychologist), who is bound by the HCPC Standards of conduct, performance and ethics. You can check the register at hcpc-uk.org. We keep a log of who reviewed it, when, how long it took and how many edits were made, without any of your content.

What we collect

Your email address, for your receipt, your private link and your Clear View or Clear Picture.
Clear Picture only: your own first name and how you'd like to be addressed, if you choose to give it. We show it at the top of your Clear Picture ("Prepared for …") and Dr Rose Cobb may use it to address you personally in her note. It isn't sent to the AI service, and it's deleted with the rest of your answers.
Clear Picture only: your child's council area or postcode district. We don't ask for this for Clear View. We use it as described under "Your area and your first name" below. We don't ask for a phone number for either product.
Your child's first name or nickname, age, year group and school. We do not ask for a surname, date of birth or address.
Your answers. These may include health information and other sensitive information about your child (special category data), and information about other people such as family members or school staff. Please share only what's needed.
Your answer to the safety question and the result of our automatic safety check (including the words that triggered it), so we can show you support contacts and, for Clear Picture only, so the educational psychologist can see it.
Records of your consent (which wording you agreed to, and when), including the one checkout tick asking us to start straight away and confirming you understand you lose your right to cancel once your report is delivered.
Payment details from Stripe, such as the amount and date. We never see or store your card details.

Why we use it (lawful basis)

To provide the Clear View or Clear Picture you've bought, including your private link and emails about your order: contract (UK GDPR Article 6(1)(b)). For health and other sensitive information about your child, we rely on your explicit consent (Article 9(2)(a)).
Quality control of Clear View (a small selection read by Dr Rose Cobb, who may correct one and send you the updated version): our legitimate interest in checking that Clear View is accurate and safe (Article 6(1)(f)), with your explicit consent for the sensitive information involved (Article 9(2)(a)), which you give at checkout.
Your child's area (Clear Picture): contract (Article 6(1)(b)), as described under "Your area and your first name" below.
Automatic safety check and support contacts: our legitimate interest in helping keep children safe (Article 6(1)(f)), with your explicit consent for the sensitive information involved (Article 9(2)(a)).
Clear Picture (or a Clear View read for quality control) safeguarding record and, where needed, sharing a serious concern with the right agency: our legitimate interest and the educational psychologist's professional duties (Article 6(1)(f)), and for sensitive information, substantial public interest in safeguarding children and individuals at risk (Article 9(2)(g) and the Data Protection Act 2018, Schedule 1, paragraph 18).
Payment, accounting and consent records: legal obligation (Article 6(1)(c)), for example HMRC record-keeping and showing what you agreed to at checkout.
Emailing you the free guide you asked for: our legitimate interest in sending you the guide you requested (Article 6(1)(f)). See Free guide requests.
Advertising cookie: your consent (Article 6(1)(a)), only if you choose "Accept".

Safeguarding

Clear View is not read by anyone as answers come in, so we can't respond to anything you write in it. A small selection of Clear View reports may be read by Dr Rose Cobb for quality control. If one of those reads showed a serious concern about a child's safety, Dr Cobb would follow her professional safeguarding duties, which may mean sharing information with the right agency. For Clear Picture, a registered educational psychologist reads your answers. If they have a serious concern about a child's safety, they will follow their professional safeguarding duties, which may mean sharing information with the right agency, such as children's services, and only what is needed. We don't monitor answers as they come in and can't respond quickly. If you're worried about a child's safety, please act yourself using the contacts on our Help page: 999 in an emergency, NHS 111 (mental health option), your child's school's designated safeguarding lead, your local council's children's services or the NSPCC Helpline.

Use of AI

Clear View is produced entirely by AI and is not checked by a person before it reaches you. A small selection of Clear View reports may be read by Dr Rose Cobb for quality control. Clear Picture is drafted by AI from your answers, then read, checked and edited by a registered educational psychologist before it's released to you. In both cases the AI only reorders and summarises what you've written; it does not make any decisions about you or your child.

Feedback and edits

When your report is ready, we may ask two short questions on screen, and about three weeks after you receive it we may email you once to ask how things are now. Answering is optional. Your feedback is stored separately from your order, without your child's details or your email address, and we remove names from anything you write. We keep feedback for 2 years to improve Ed Psych Now, then delete it. If you choose "No more emails", we keep a scrambled code of your email address (not the address itself) for 2 years so we don't email you again. Lawful basis: our legitimate interests in improving the service (Article 6(1)(f)).

If Dr Cobb edits your report, we keep a record of what was changed, so she can see the history. This is deleted with your order after 30 days. We also keep a short note of the kind of change made (for example, "wording shortened" in a named section), with names removed, to improve how reports are put together. These notes are deleted with your order too. Nothing you write is used to train any AI model.

Free guide requests

If you ask for our free guide, Struggling to Go to School, on our home page, this is how we use your information.

What we collect: your email address, the date and time of your request, that it was a request for the guide, and which version of the form wording you saw. We don't ask for your name or anything about your child.
Why we use it: only to email you a private link to the guide. The link stops working after 7 days.
Lawful basis: our legitimate interest in sending you the guide you asked for (UK GDPR Article 6(1)(f)). You can object at any time.
Not used for marketing unless you ask: asking for the guide doesn't add you to a mailing list. The form has a separate box to join our mailing list, which is never ticked for you. If you tick it, we email you once to confirm, and we only add you if you confirm. That is covered under Emails about new guides and services, and it is kept until you unsubscribe, separately from your guide request.
How long we keep it: we delete your request, including your email address, automatically 30 days after you make it. Deletion runs once a day, so it can happen up to a day later. Encrypted backups held by our database provider are kept for up to 30 days more before they expire.
Who processes it for us: Vercel (hosting) and Neon (database, in London) store the request, and Postmark sends the email. Postmark keeps a copy of each email for up to 45 days for delivery records, then deletes it. There's more about each of them under "Who processes it for us" below.
Deleting it sooner, and your other rights: to have your request deleted before then, or to use any of the rights listed under "Your rights" below, email rose@edpsychnow.co.uk. Once your request is deleted, the link to the guide stops working too.

Who processes it for us

AI: Microsoft Azure OpenAI Service. Your answers are processed only within the European Union (Microsoft's EU Data Zone; our Azure resource is in Sweden Central). The UK recognises the EU as giving adequate protection for personal data. Under Microsoft's data processing terms, your data is not used to train AI models. To detect and prevent misuse of its service (abuse monitoring), Microsoft may keep the text sent to and from the AI for up to 30 days, stored within the EU Data Zone, where it can be reviewed by authorised Microsoft staff only if it is flagged by an automatic check. It is then deleted.
Hosting: Vercel, with our server functions running in London (UK). Database: Neon (Postgres), hosted on Amazon Web Services in London (UK).
Payments: Stripe.
Email: Postmark (ActiveCampaign), which is based in the United States. Our emails only contain your private link (or, if you asked for the free guide, a link to the guide) and general support information; they never contain your answers or your summary. Postmark is certified under the UK Extension to the EU-US Data Privacy Framework (the "UK-US data bridge"), which the UK Government recognises as giving adequate protection. Postmark keeps a copy of each email for up to 45 days for delivery records, then deletes it.
Analytics: Plausible, which does not use cookies or collect personal data.

Transfers outside the UK. Some of our providers are based in, or may access data from, the United States (Postmark for email, Stripe for payments and Vercel for hosting). Where that happens, the transfer is protected by the UK Extension to the EU-US Data Privacy Framework (the "UK-US data bridge") or by the UK International Data Transfer Addendum to the EU standard contractual clauses. Your answers are processed by AI only in the EU and stored in the UK.

How long we keep it

Your answers and your Clear View or Clear Picture (including drafts and the PDF), and your child's area are deleted automatically 30 days after your summary is ready (Clear Picture: 30 days after it has been checked and sent to you; Clear View: 30 days after it is created). If you don't finish the questions, or don't pay, they are deleted 30 days after you start. While a Clear Picture is waiting to be checked, it is kept for at least 30 days from when you submitted it. Deletion runs once a day, so it can happen up to a day later. Encrypted backups held by our database provider are kept for up to 30 days more before they expire. All of this applies unless they need to be kept in our safeguarding record (below). Payment and accounting records are kept for 6 years, as HMRC requires, together with a minimal record of your consent. They do not contain your answers.

Safeguarding record. If the educational psychologist has a concern, we keep a separate, restricted safeguarding record with the minimum needed to explain the decision (date, level of concern and notes). We keep it until your child's 25th birthday (worked out from their year group) or 7 years after the last entry, whichever is later, and then review it. If a safety flag is reviewed and there is no concern, we keep only a short note with no content for 6 years.

If you choose "Keep my reports"

This is optional. If you tick "Keep my reports and let me come back to them" (at checkout or on your report page), we create an account linked to your email address. There's no password: to sign in, we email you a link that works once, for 15 minutes.

We then keep your answers and reports, including health and other sensitive information about your child, until you delete them, or for 12 months after you last sign in, whichever is sooner. Each time you sign in, that date moves on. Before then you can stop keeping a report (it's then deleted within 30 days, as usual) or delete your account, which deletes every kept report straight away.

Lawful basis: your consent (Article 6(1)(a)) and, for the sensitive information, your explicit consent (Article 9(2)(a)). You can withdraw it at any time by deleting your account or a report. We record when you agreed and which wording you agreed to. We keep a short account record with no report content (created, signed in, deleted, with dates) for 6 years.

If you don't tick the box, nothing changes: your answers and report are deleted automatically 30 days after your report is ready.

Emails about your report

Emails about your order are part of the service you bought (contract, Article 6(1)(b)). They include your receipt and private link, your report being ready or updated, a sign-in link if you ask for one, and one follow-up email about 3 weeks after you receive your report, asking "What is the update?" and "What has been tried?". Every follow-up email has a link to stop them.

When your report is ready, we may ask "Was this a helpful process?" and "What's still unclear?" on screen before you see it. Both the on-screen questions and the follow-up are optional. Your answers are stored separately from your report, without your email or your child's details, with names taken out, and deleted after 2 years. We use them to improve Ed Psych Now (legitimate interests, Article 6(1)(f)).

Emails about new guides and services (optional)

We only send these if you tick the box asking for them: at checkout, on your account page, on our free guide form or on our mailing list page. The box is never ticked for you, and saying no doesn't affect your order or the guide. Lawful basis: your consent (Article 6(1)(a) and the Privacy and Electronic Communications Regulations).

If you tick the box on the free guide form or the mailing list page, we first send you one email asking you to confirm. We only add you to the list if you press the button in that email. If you don't confirm, we delete the request when the link expires after 7 days.

What we collect: your email address, the date and time you ticked the box (and when you confirmed, if you did), the exact wording you agreed to and its version, and where you agreed (for example, the free guide form or checkout). Every email has an unsubscribe link. If you unsubscribe, we keep a coded (hashed) copy of your email address on a "do not email" list so we never email you again by mistake.

We keep your email address on this list until you unsubscribe. This is separate from a free guide request, which is still deleted after 30 days. Vercel (hosting) and Neon (database, in London) store the list, and Postmark sends the emails. If Intuita Psychology Ltd's business is sold, the list may pass to the new owner, who must keep to the same promises.

How long reviews take

For Clear Picture (and any Clear View read for quality control), we record how long the educational psychologist spends reviewing it, and which sections they edited. The detailed record of edits is deleted with your report after 30 days. We keep only numbers and section headings (no text, no names) for 2 years, to plan our time and improve the reports (legitimate interests, Article 6(1)(f)).

Your area and your first name

We ask for your child's council area or postcode district so we know where you are, for example to suggest local support or, if we can't help you ourselves because of a possible conflict of interest, to arrange for another psychologist to help (contract, Article 6(1)(b)).

You can also give your own first name, so we can say hello in our emails and, for Clear Picture, at the top of your report. It's optional.

If we delete a report before it is finished

If we delete a report before it's been reviewed or sent (for example a duplicate or a test), we delete your answers and the draft straight away and keep only a short note with no content (the date, the product, and the reason), for 6 years alongside the payment record.

Cookies

We only use a Facebook (Meta) advertising cookie if you choose "Accept". If you accept, we only tell Meta that a visit, a checkout start or a purchase happened, with the price. We never send your answers, your child's details or anything about health.

Your rights

You have the right to:

ask for a copy of your data (access);
ask us to correct it (rectification) or delete it (erasure). You can also delete it yourself at any time with the "Delete my data now" button;
ask us to limit how we use it (restriction);
ask for the information you gave us in a commonly used, machine-readable format, or for it to be sent to someone else (portability);
object to our use of it where we rely on legitimate interests;
withdraw your consent at any time, including your explicit consent to us using sensitive information about your child and your cookie choice. This doesn't affect what we did before you withdrew it. If you withdraw your consent before your Clear View or Clear Picture is ready, we can't finish it, and we'll delete your answers; the cancellation and refund rules in our Terms apply.

As a parent or carer, you can also use these rights on behalf of your child. To use any of them, email rose@edpsychnow.co.uk. We'll reply within one month. You can complain to the Information Commissioner's Office (ico.org.uk), but we'd like the chance to help first.

This is not an urgent or emergency service

We don't monitor answers as they come in, and we can't respond quickly. If you're worried about a child's safety now, contact your child's school's designated safeguarding lead, your local council's children's services or the NSPCC Helpline (0808 800 5000). In an emergency, call 999.