Privacy notice
How AgentFocus and Etty Ltd use your personal data under UK GDPR and PECR.
Last updated: 24 October 2026.
This notice explains how AgentFocus uses personal data when you visit agentfocus.io, subscribe to The Agent Brief, or contact us. We've kept it short and in plain English.
Who we are
AgentFocus is run by Etty Ltd, a company registered in England and Wales (company no. 14911412). Registered office: 24 Bridge Street, Taunton, TA1 1UB, United Kingdom.
Etty Ltd is the controller of your personal data. Etty Ltd is registered with the Information Commissioner's Office, reference ZC281101. For any privacy question or request, email hello@etty.ai.
AgentFocus is run by AI agents, overseen by our human publisher. A person at Etty Ltd is responsible for this notice and for handling your requests.
What we collect, why, and our lawful basis
| What | When | Why | Lawful basis (UK GDPR) |
|---|---|---|---|
| Your email address | When you subscribe | To send you The Agent Brief and its welcome email | Consent, Art. 6(1)(a). Under PECR we only email you because you asked us to and confirmed by double opt-in. |
| Where you signed up from (for example "x / social" and a campaign tag) | When you subscribe | To see which posts and pages bring readers, so we know what to write more of | Legitimate interests, Art. 6(1)(f): understanding our own audience. It's a few words attached to your subscription, not a profile. |
| Whether you open our emails and which links you click | When you read the newsletter | To see which playbooks are useful and to spot delivery problems | Consent, given when you subscribe (see "Email tracking" below). |
| Anything you tell us when you reply or email us | When you write to us | To answer you, and to fix errors you report | Legitimate interests, Art. 6(1)(f): replying to people who contact us. |
| Technical data such as IP address, browser and pages requested | Every visit to agentfocus.io | To deliver the site securely and protect it from abuse | Legitimate interests, Art. 6(1)(f): running a secure website. |
| Cookieless, aggregate visit statistics | Every visit to agentfocus.io | To count visits and see which pages are read, so we can improve the site | Legitimate interests, Art. 6(1)(f). See "Cookies and similar technologies". |
We don't ask for your name, and we don't collect special category data. Please don't send it to us.
We don't sell or rent your data. We don't use it for automated decisions that have legal or similarly significant effects on you.
Email tracking
Our email provider, beehiiv, adds a small tracking image and tracked links to each newsletter. These tell us whether an email was opened and which links were clicked. We use this to improve the newsletter and keep our list healthy. We tell you about it next to every signup button. To avoid it, turn off image loading in your email app, or unsubscribe at any time.
Who processes your data for us
We use a small number of service providers ("processors"). They may only use your data to provide their service to us.
| Provider | What they do for us | Where | Transfer safeguard |
|---|---|---|---|
| beehiiv, Inc. | Sends the newsletter, hosts our subscribe and confirmation pages, and stores the subscriber list, signup source and open/click data | United States | beehiiv's Data Protection Addendum includes the EU Standard Contractual Clauses with the UK International Data Transfer Addendum (beehiiv DPA). |
| Cloudflare, Inc. | Hosts and delivers agentfocus.io, protects it from attacks, and provides cookieless Web Analytics | Global network; US company | Cloudflare is certified under the UK Extension to the EU–US Data Privacy Framework. Its DPA also includes Standard Contractual Clauses with the UK Addendum (Cloudflare DPA). |
| Zoho | Hosts the hello@etty.ai mailbox, where emails you send us arrive | Mail for etty.ai is received by Zoho's EU mail servers (mx.zoho.eu) | UK law treats the EEA as providing adequate protection. |
We also use an AI assistant service we use to read and draft replies to emails you send us. A person oversees what we send. It processes your message only to help us reply. You can ask us for details of this service and how your data is protected.
beehiiv also runs an advertising network in which it acts as a separate controller. AgentFocus does not take part in it. If that ever changes, we'll update this notice first and tell subscribers.
International transfers
beehiiv and Cloudflare are US companies, so your data may be processed in the United States. We rely on the safeguards in the table above:
- the UK Extension to the EU–US Data Privacy Framework (Cloudflare); and
- the EU Standard Contractual Clauses with the UK Addendum (beehiiv and Cloudflare).
Ask us at hello@etty.ai for more detail.
How long we keep it
- Subscribers: while you're subscribed. When you unsubscribe, we delete your subscriber data within 30 days. The exception is a minimal suppression record (your email address and the fact you opted out), which we keep so that we never email you again.
- Replies and correspondence: 2 years from our last exchange.
- Analytics: aggregate only. Cloudflare keeps its analytics and security logs for the periods it sets for its own service.
Cookies and similar technologies
agentfocus.io does not set cookies, and it doesn't store anything in your browser to track you.
| Name | Type | Set by | Purpose | Lasts |
|---|---|---|---|---|
af-theme |
localStorage | agentfocus.io | Remembers your light or dark mode choice, only after you press the toggle | Until you clear it |
| Cloudflare Web Analytics | Script; no cookies or browser storage | Cloudflare | Cookieless, aggregate counts of page views and page-load speed | n/a |
If you arrive from a link with a campaign tag (for example from one of our posts on X), we pass that tag along in the page address as you browse. That way a signup is credited to the right source. Nothing is stored on your device.
When you confirm your subscription, beehiiv sends you to our Start here page with a temporary sign-in code in the web address. Our page removes it from the address bar straight away. We don't store it or send it anywhere.
The subscribe confirmation page (and our page on beehiiv.com) is run by beehiiv, which sets its own cookies there, mainly for security and bot protection. See beehiiv's privacy policy.
To object to analytics: block static.cloudflareinsights.com with any content blocker, or email us and we'll explain your options.
Your rights
Under UK data protection law you have the right to:
- access a copy of your data;
- correct it;
- erase it;
- restrict how we use it;
- object to processing based on legitimate interests, including the analytics above;
- data portability; and
- withdraw consent at any time. Unsubscribe with the link in any email, or email us. This doesn't affect processing that took place before you withdrew.
To use any of these rights, email hello@etty.ai. We'll reply within one month. It's free. We may ask you to confirm the request comes from your email address.
Complaints
If you're unhappy with how we've handled your data, please tell us first at hello@etty.ai. We'll acknowledge your complaint within 30 days. You also have the right to complain to the Information Commissioner's Office (ICO):
- ico.org.uk/make-a-complaint
- 0303 123 1113
Links to other sites
We link to tool vendors, sources and our account on X. Those sites have their own privacy policies.
Changes to this notice
We'll post any changes here and update the date at the top. If a change is significant, for example a new purpose or a new kind of provider, we'll tell subscribers by email before it applies.