Legal

Privacy Policy

Last updated: October 2026

1. Who we are

Impersona Ltd, trading as Wayborne ("Wayborne", "we", "us"), is the data controller for personal data handled through this website. UK data protection law (UK GDPR) applies.

Impersona Ltd
Registered in England and Wales
Company number: 16706750
Registered office: 71-75 Shelton Street, London WC2H 9JQ

Privacy contact: matthewkunihiro@impersona.co.uk

2. What we collect

2.1 Email you send us

Every button and link on this site opens your own email program. If you write to us, we receive your email address, your name if you share it, and whatever you put in the message.

2.2 Technical logs

Like almost every website, our hosting provider processes standard technical information when you visit: your IP address, browser type, and the pages requested. This is used to deliver and protect the site.

2.3 Website analytics

We use two privacy-respecting analytics tools to understand how the site is used. Neither sets cookies or stores anything on your device:

Cloudflare Web Analytics counts page views and visits. It does not track individual visitors and does not follow you across other websites.
PostHog (PostHog Inc., US) records which pages are viewed and when a visit ends. We run it in cookieless mode: it stores nothing on your device, does not record sessions, and does not capture clicks, typing or form entries. Like any server you contact, PostHog's servers see your IP address when they receive these events.

3. What we do not collect

This site has no accounts, no contact forms, no newsletter and no payment pages. It sets no cookies, uses no advertising trackers and does not track you across other websites. We do not collect any personal data about your team or your systems through this site.

4. How we use it

We use the information above to:

Reply to you and explore working together
Keep a record of our relationship if you become a client
Deliver and secure the website
Meet legal obligations, such as tax and accounting records

Under UK GDPR we need a legal basis for each use. Ours are: legitimate interests (Article 6(1)(f)) for replying to you, running the site and understanding how it is used; steps towards a contract (Article 6(1)(b)) when we are preparing a proposal you asked for; and legal obligation (Article 6(1)(c)) for records the law requires. We do not sell personal data, and we do not add you to marketing lists.

Three service providers process personal data for us:

Cloudflare hosts the site, processes visitor technical data to deliver it, and provides our website analytics
PostHog (PostHog Inc., US) processes our website analytics events
Google provides our company email, so messages you send us are stored and processed there

All three may process data outside the UK. Where they do, we rely on the transfer safeguards they offer under UK GDPR, such as the UK addendum to standard contractual clauses.

We may also share data if the law requires it, or as part of a sale of the business. If the business is sold, we will tell you before your data moves.

6. How long we keep it

We keep emails for as long as the conversation or working relationship needs, and afterwards only where the law requires records (for example, tax records if you become a client). We delete what we no longer need.

7. Your rights

Under UK GDPR you can ask us to:

Show you the personal data we hold about you
Correct anything that is wrong
Delete your data
Restrict or object to how we use it
Give you a copy in a portable format

Email matthewkunihiro@impersona.co.uk and we will respond within one month. You also have the right to complain to the Information Commissioner's Office (ICO), the UK regulator, at ico.org.uk.

8. Cookies and tracking

This site sets no cookies and stores nothing on your device for tracking. Both of our analytics tools (Cloudflare Web Analytics and PostHog) run without cookies or device storage, which is why this site shows no cookie banner. We do not use advertising pixels or fingerprinting. If that ever changes, we will update this policy before switching anything on.

9. Changes to this policy

If we change this policy we will post the new version on this page with a new date above.

10. Contact

Privacy questions or requests: matthewkunihiro@impersona.co.uk