Privacy policy.

This policy explains what personal data Leprince Group collects, why we collect it, the lawful basis we rely on, how long we keep it, and the rights you have. It is aligned to the UAE Personal Data Protection Law (Federal Decree-Law No. 45 of 2021, the PDPL) and to the EU General Data Protection Regulation (GDPR) where it applies.

For the purposes of this policy, the data controller is Leprince Group, contactable at hugo@leprincegroup.com.

1. Who we are

Leprince Group is a senior-led M&A advisory firm for established businesses and their supporting infrastructure, based in the UAE. For the purposes of the PDPL and GDPR, the data controller is Leprince Group. You can reach us using the contact details at the end of this policy.

2. What data we collect

We collect only what we need to respond to you and run our services:

• Contact and application details: your name, company, email address, phone or WhatsApp number, and the free-text information you submit through our contact, application, and partner forms.
• Free tool inputs: the selections and figures you enter in our valuation, comparable transactions, and buyer match tools, such as category, revenue band, margin band, and any financial details you choose to provide, together with the name, email, and company website you enter if you choose to unlock a result.
• Booking details: information you provide when scheduling a call through our booking provider.
• Communications: the content of emails, WhatsApp messages, and notes you send us.
• Engagement data: information you provide if you become a client, as set out in the relevant engagement letter.
• Analytics and technical data: pages viewed, approximate location, device and browser type, referral source, and any campaign parameters (for example UTM tags), collected through cookies and similar technologies.

3. Free tools and AI site analysis

Our free tools produce indicative, automated estimates from the information you enter and current market data. Your inputs stay in your browser unless you choose to submit them, for example by unlocking a result; submitted inputs go to our M&A desk so we can follow up.

If you enter your company website address, we retrieve publicly available content from that website and use an AI model, provided by Anthropic and processed through its API, to generate a short description and a suggested category so the tool can pre-fill your profile. Only the website address and the publicly available page content are processed for this purpose; the analysis is used to provide the service, and our provider does not use it to train its models. If the analysis fails or you prefer not to provide a website, the tools work with your manual selections.

4. Why we use your data and the lawful basis

We use your data for the following purposes, each tied to a lawful basis under the PDPL and GDPR:

• To respond to your enquiry and provide the services you ask for: performance of a contract, or steps taken at your request before entering a contract.
• To send you a written reply and follow up on your enquiry or tool result: your consent, given when you submit the form, and our legitimate interest in responding to people who contact us.
• To understand how the website is used and improve it: your consent for non-essential analytics cookies, and our legitimate interest in maintaining the site.
• To measure the effectiveness of our advertising: your consent, managed through our cookie banner.
• To meet legal, regulatory, and record-keeping obligations: compliance with a legal obligation.

Where we rely on consent, you can withdraw it at any time. Withdrawing consent does not affect processing carried out before you withdrew it.

5. Cookies and analytics

We use cookies and similar technologies to run the website and, with your consent, to measure how it is used. We use Google Analytics 4 for aggregate measurement and Google Ads conversion measurement for our advertising, managed through Google Consent Mode. In the EEA, the United Kingdom, and Switzerland these are off by default and set only if you accept them through the cookie banner. Elsewhere they are on by default, and you can decline them through the banner at any time. Essential cookies that are needed for the site to function do not require consent. You can control or block cookies through your browser settings, and blocking non-essential cookies will not stop you from using the site.

6. Who we share data with

We do not sell your personal data. We share it only with service providers who help us operate, and only to the extent they need it to provide their service to us: our hosting provider (Vercel), form processing (Formspree), scheduling (Calendly), analytics and advertising measurement (Google), and AI analysis of company websites you submit (Anthropic). These providers act on our instructions under appropriate agreements. We may also disclose data where required by law or by a competent authority.

7. International transfers

Some of our providers process data outside the UAE. Where data is transferred internationally, we take steps to ensure an adequate level of protection consistent with the PDPL and, where the GDPR applies, with appropriate safeguards such as standard contractual clauses.

8. How long we keep your data

We keep enquiry and tool submission data for as long as needed to respond and for a reasonable period afterwards in case you contact us again, then delete or anonymise it. As a general guide, we keep enquiry data for up to 24 months after our last contact with you unless you ask us to delete it sooner, retain client and engagement records for the period required by law, and retain analytics data for up to 14 months.

9. How we protect your data

We apply technical and organisational measures appropriate to the sensitivity of the data, including access controls and encryption in transit. Information about a potential sale of your business is treated with the same confidentiality discipline we apply to live mandates. No system is perfectly secure, but we work to protect the information you give us.

10. Your rights

Subject to the PDPL and, where it applies, the GDPR, you have the right to:

• Access the personal data we hold about you.
• Ask us to correct data that is inaccurate or incomplete.
• Ask us to delete your data where there is no overriding reason to keep it.
• Object to or ask us to restrict certain processing.
• Request a copy of your data in a portable format.
• Withdraw consent at any time where we rely on it.
• Lodge a complaint with the relevant supervisory authority.

To exercise any of these rights, contact us using the details below. We will respond within the timeframes required by applicable law.

11. Changes to this policy

We may update this policy from time to time. The current version is always the one published on this page. This version is effective from July 2026.

12. Contact us

For any privacy question or to exercise your rights, email hugo@leprincegroup.com or message us on WhatsApp. If we appoint a data protection officer, their contact details will be published here.