Privacy Policy
Last updated 25 July 2026
Proven Format is run by Axurium Ltd, a company registered in England and Wales (no. 17358125). We are the data controller for the personal data described here. This page explains what we hold, why we hold it, and how to make us delete it.
We have deliberately kept the list short. We do not sell data, we do not run advertising, and we do not track you across other websites.
What we collect
| What | Why we have it |
|---|---|
| Your email address | It is how you sign in, and how we send you your weekly prompt. |
| Your name and profile photo | So your workspace and our back office show who you are. The photo is optional. |
| Your Instagram handle | So we can measure your own posts and show you your growth. |
| Your onboarding answers | The questionnaire you fill in once, which we use to build your strategy. |
| Your posts' public metrics | Views, likes, comments, caption, thumbnail and date for your own recent Instagram posts. |
| Notes you write in the app | Because you wrote them and expect to find them again. |
| A session cookie | To keep you signed in. It is strictly necessary and we set no others. |
We never see or store a password. Signing in works by emailed one-time code or link, so there is no password of yours for us to lose.
We do not collect payment details in this app, and we do not ask for any special category data (health, biometrics, and so on). Please do not put that kind of information into the notes or questionnaire fields.
Data about other people's accounts
The Outlier Lab shows publicly posted reels from creator accounts you nominate, so you can see what is working in your niche. For those accounts we hold the public handle, follower count, profile picture, and for each public reel its caption, view and engagement counts, thumbnail and — where available — a transcript.
This is public content, collected for research and benchmarking, and we rely on our legitimate interest in providing that analysis. Ordinary reels are deleted automatically once they are more than 28 days old. Reels that performed exceptionally, or that we have annotated or shortlisted for a client, are kept beyond that as a reference library. If you are a creator who wants their account excluded, email info@axurium.com and we will remove it.
Our legal basis
- Performance of a contract — almost everything above. We cannot deliver the service you signed up for without it.
- Legitimate interests — keeping the service secure, and the niche benchmarking described above.
Who else processes it
We use a small number of sub-processors. Each one only receives what it needs to do its job.
| Provider | What it does | Where |
|---|---|---|
| Supabase | Database and sign-in | Ireland (eu-west-1) |
| Vercel | Hosting and delivery of the site | Global edge network |
| Resend | Sends your sign-in and prompt emails | Ireland (eu-west-1) |
| Apify | Collects the public Instagram data described above | EU / US |
| Anthropic | Classifies reels and drafts suggestion notes | US |
Where data reaches a provider outside the UK or EEA, that transfer is covered by the provider's standard contractual clauses. We do not give your data to anyone else, and we never sell it.
How long we keep it
- Your account, profile, strategy and notes — for as long as your workspace is open.
- Your own post metrics — kept as your growth history, so the trend survives.
- Other creators' reels — ordinary ones are deleted after 28 days. Standout reels, and any we have annotated or shortlisted, are kept as a reference library while your workspace is open.
- After you close your account we delete your workspace within 30 days, except anything we must keep for accounting or legal reasons.
Your rights
Under UK GDPR you can ask us for a copy of your data, ask us to correct it, ask us to delete it, ask us to restrict or stop a particular use, or ask for it in a portable format. Email info@axurium.com and we will respond within one month.
If you think we have handled your data badly, please tell us first — but you are entitled to complain directly to the Information Commissioner's Office at ico.org.uk.
Security
Your workspace is isolated at the database level, so one coach's account cannot read another's. Sign-in is passwordless. Access to the back office is limited to Axurium staff who need it.
Changes
If we change this policy in a way that matters, we will email you rather than quietly change the date at the top.