Elucidation Labs — General Privacy Notice
That page covers what is true of us whichever product you use: the key definitions, your rights under UK GDPR and how to exercise them, marketing, international transfers, and how to complain to us or to the ICO.
This annex covers what is specific to MyTaxReality: what this Site actually collects, why, who it is shared with, and how long it is kept. Where it covers something, it takes precedence.
We are Vedanta Capital Ltd, trading as Elucidation Labs. We're a company registered in England and Wales with company number 16493104, whose registered address is Suite 7, 2nd Floor, Apple Market Hub, 9 Crown Passage, Kingston Upon Thames, United Kingdom, KT1 1JD. We are the Data Controller of the Personal Information we collect, hold, and use about you, as explained in this notice and in the general notice linked above.
You can contact us in any of the following ways:
A note on how our Site works: our tax calculators run entirely in your browser. The figures you enter into them (income, allowances, personal circumstances) are processed on your own device and are never transmitted to, or received by, us. This means the vast majority of your interaction with our Site involves no Personal Information passing to us at all. The sections below describe the limited circumstances where we do collect Personal Information — principally, if you purchase our Freedom Day report or contact us directly.
We may update this annex from time to time. This version was last updated on 27 August 2026.
Not collected. All calculations are processed locally on your device and are never transmitted to or stored on our servers. We have no access to, and do not retain, this information. Your entries are held in your browser's session storage while you work, so that moving between steps does not lose them — see our Cookies Policy annex, which lists everything this Site stores on your device.
If you purchase the Freedom Day report, your email address is collected automatically by Stripe as part of taking payment, and is used once, automatically, to send you a confirmation of your order and the terms you agreed to (via our email provider, Resend). We do not store your email address ourselves — it is read once to trigger this email and then discarded. Stripe remains the sole record of it on our behalf.
If you contact us directly (e.g. by email), we hold that correspondence and any information you provide in it, in order to respond to you.
We collect first-party usage analytics via our own analytics pipeline (Cloudflare D1) to understand how the Site is used. This records individual page-view and interaction events (such as the page visited, referring site, and marketing campaign tags where present), each tagged with a session identifier. This does not use cookies — the session identifier is held only in your browser's session storage and is cleared when your browser session ends. We do not link this identifier to your name, email address, or any other information that would identify you personally, and we may combine this data for reporting purposes (for example, to see overall traffic trends). See section 4 for how long this data is retained.
| Purpose | Legal reason(s) |
|---|---|
| To process your payment for the Freedom Day report (via Stripe) and generate your report | Contract Reason |
| To send you a confirmation email recording your order and the terms you agreed to | Contract Reason, and Legal Obligation Reason (a durable confirmation of a consumer's cancellation-rights position is required under the Consumer Contracts Regulations 2013) |
| To identify your transaction if you contact us about a refund or cancellation | Legitimate Interests Reason (resolving your enquiry) |
| To respond to correspondence and enquiries you send us | Legitimate Interests Reason (responding to enquiries you have raised with us) |
| To understand and improve the Site (aggregate usage analytics) | Legitimate Interests Reason (understanding and improving our service) |
We do not sell Personal Information to third parties, and do not share tax calculation inputs with anyone, because we never receive them in the first place.
Where any of these third parties process data outside the UK/EEA, they do so under appropriate safeguards — see International transfers in the general notice.
These are the same whichever of our products you use, and are set out in full in the Elucidation Labs General Privacy Notice — including your right of access, correction, deletion, objection and portability, our position on marketing, and how to complain to us or to the Information Commissioner's Office. Use the contact details at the top of this page to exercise any of them in relation to MyTaxReality.