This notice explains how +Strategy collects and uses personal information. +Strategy is a trading name of But What If... Ltd, which is the company responsible for your personal information under UK data protection law. In this notice, "we" means But What If... Ltd, trading as +Strategy.
But What If... Ltd is registered in England and Wales, company number 11166119, with its registered office at Forma House, 40 Bowling Green Lane, London EC1R 0NE. For anything about your personal information, email matthew@plusstrategy.co.uk.
When you use the contact form, we collect your name, the agency you work for, your email address and, if you choose to tell us, what you would like to talk about. We use this information to reply to you and to arrange a call.
The law requires us to name our legal basis for using your information. For messages sent through the contact form, our legal basis is legitimate interests. That means we have a business reason to use the information, and you would expect us to use it to reply to a request you have sent us.
You don't have to use the form. If you do, we need your name and email address to reply. You can also email us directly.
Our website is hosted by Netlify. When your browser asks for one of our pages, Netlify's servers receive your IP address and basic information about your browser and device. Netlify uses this information to send our pages to your browser and to keep the website secure.
Our website uses fonts from Google Fonts. When a page loads, your browser asks Google's servers for the fonts, and that request includes your IP address.
Our legal basis for both is legitimate interests, because your browser has to contact these servers to show you the website.
Our website doesn't set cookies, and it doesn't use analytics or advertising tools. Netlify shows a small "Powered by Netlify" badge on the page. If you close the badge, your browser saves that choice on your device, so that the badge stays closed.
When we work with your agency, we use the names, job titles and contact details of the people we work with, along with our emails and project documents, to do the work. Our legal basis is legitimate interests, or our contract with you if you have hired us yourself. We also keep invoices and accounting records, because tax law requires us to.
When a project needs more people, we share with our freelance and independent partners the contact details and project information they need to work on that project, and nothing more.
We sometimes email people at agencies that could use our services. To do this, we collect names, job titles, business email addresses and agency names from agency websites, LinkedIn, Companies House and business contact databases. Our legal basis is legitimate interests, which here means telling agencies about services that could help them. We only send these emails to business email addresses.
Each of these emails says where we found your details and how to stop us contacting you. If you ask us to stop, we will. We will then keep only your email address, on a list of people we must not contact, so that we don't contact you again by mistake.
We share personal information only with the organisations and people that help us run +Strategy:
We don't sell personal information.
Netlify stores contact form submissions in the United States. Google, Microsoft and the software company we use for emails to agencies may also handle personal information outside the UK. When personal information leaves the UK, it is protected by safeguards that UK law recognises. These are either the UK Extension to the Data Privacy Framework agreed between the EU and the United States, or contract terms issued by the Information Commissioner's Office for transfers from the UK.
You have the right to ask us for a copy of your personal information, and to ask us to correct it, delete it or limit how we use it. You also have the right to object to how we use it and, in some cases, to ask us to send it to another organisation. You can tell us to stop sending you emails about our services at any time, and we will stop.
To use any of these rights, email matthew@plusstrategy.co.uk. We will respond within one month, and we don't charge a fee.
If you are unhappy with how we have handled your personal information, please tell us first by emailing matthew@plusstrategy.co.uk. We will confirm that we have received your complaint within 30 days, look into it, keep you updated and tell you the outcome as soon as we can.
You also have the right to complain to the Information Commissioner's Office (ICO), which regulates data protection in the UK. You can do this through the ICO's website, ico.org.uk, or by calling 0303 123 1113.
We last updated this notice on 06/10/2026.