Privacy, in plain English.
Arc collects as little as it can, sells nothing, and you can have anything deleted with one email.
Who's responsible
Arc is run by Mat Moakes, trading as Green But Not Heard. That makes me the data controller. Postal address: 4th Floor, 18 St. Cross Street, London EC1N 8UN. ICO registration: ZC252862. Email: mat@greenbutnotheard.com.
What this site collects, and why
Persona report request: your work email, organisation if you give it, and the persona name you typed.
To email you the report, and to know who is using Arc so I can follow up once about it. A note also lands in my inbox when a report is requested.
My legitimate interest in running a professional tool and understanding who uses it. You can object at any time.
Up to 24 months.
Persona Builder runs: the answers you choose about a hypothetical customer and the result. No email, no identifier.
To improve the engine and see which segments people build.
My legitimate interest in improving the tool.
Kept in aggregate.
Message Lens: the copy you paste.
Analysed in your browser only. Nothing is sent to me or stored.
Not applicable.
Not kept.
Visit statistics: page loads and load times with a short-lived session identifier, from my hosting provider.
To see whether the site works.
My legitimate interest in running the site.
Aggregate only.
Persona names, and other people's data
Arc is for describing types of customer, not individuals. Please use a label ("Sceptical semi owner, Midlands") rather than a real person's name. If you do type a real name it will appear in the report link, the report email and my lead notes. Don't paste other people's personal data into Arc.
Follow-up and marketing
If you request a report I may email you once to ask how it landed and whether Arc is useful. I will not add you to a newsletter or send regular marketing unless you ask. Reply "no thanks" to any email and that's the end of it.
Who else handles your data
These companies process data on my behalf, under contract, and cannot use it for their own purposes:
- Supabase: database, hosted in London.
- Resend: sends the emails (US company, certified under the UK Extension to the EU–US Data Privacy Framework).
- Cloudflare: hosts and serves the site.
- Lovable: build platform and aggregate visit statistics.
- Google Fonts: your browser fetches the typeface from Google's servers when a page loads.
- Google Workspace: my mailbox, where report notifications land.
Where data leaves the UK it goes to providers covered by the UK's adequacy decisions or the Data Privacy Framework, or under the UK's standard international data transfer agreement.
Cookies and similar things
Arc sets no analytics or advertising cookies. It uses your browser's session storage to remember that you've unlocked a report in this tab; that clears when the tab closes. Hosting keeps a session identifier for up to 30 minutes for aggregate statistics; it holds nothing about who you are.
The consumer tools and Arc
Arc is built on research and published models from the Green But Not Heard project, with EV.day, Solar.day, Heat.day and MyGreenPrint sitting in the same family.
Your rights
You can ask me for a copy of what I hold about you, ask me to correct or delete it, or object to how I'm using it. One email to mat@greenbutnotheard.com does any of these; I aim to reply within a week and must within a month. If you want to complain about how I've handled your data, email me and I'll acknowledge within 30 days and tell you what I've done. You can also complain to the Information Commissioner's Office at ico.org.uk.
Changes
If this changes materially I'll update the date. Last updated: 25 September 2026.