GoForma is the trading name of Ember Nine Ltd ('Forma', 'Forma Accounting', 'We', 'Us', 'Our') and operates as a private limited company in England and Wales under company number 11871779. Our registered office is 40 Bowling Green Lane, London, United Kingdom, EC1R 0NE.
Topics
- What information do We collect about you?
- How will We use this information?
- Marketing
- Access to your information
- Cookies
- Other Websites
- Changes to Our privacy policy
- How to contact us
What information do We collect about you?
We collect personal information, such as your name, address, e-mail and contact telephone number when you register with us or place an order for Our services. We also collect information when you voluntarily complete customer surveys, provide feedback or participate in competitions. Website usage information is collected using cookies.
How will We use the information about you?
We will only use this information to process your order, manage your account and, if you agree, to e-mail you about other products and services We think may be of interest to you.
We use information collected from Our Website only to personalise your repeat visits to the Website. Any information about your visits to Our Website that are shared with third parties such as Google are for analytical purposes only and any information shared remains anonymous. GoForma will also engage with review platforms in order to measure your customer satisfaction with Our products and services.
GoForma will not share your information for marketing purposes with any companies outside Our group.
In processing each order, your information is shared with either ChargeBee or your credit/debit card providers for credit reference purposes and with fraud prevention agencies but GoForma do not have access to, hold nor store any of your payment details. If you have any concerns about payment information, please refer to your provider's own privacy policy.
Marketing
We would like to send you information about products and services of Ours that may be of interest to you. If you have consented to receive marketing information, you may of course opt out at a later date.
You have the right at any time to stop us from contacting you. If you no longer wish to be contacted for marketing purposes, please email info@goforma.com.
Access to your information
You have a right to request a copy of the information that We hold about you. If you would like a copy of this information, please contact us by emailing info@goforma.com.
We want to ensure that your personal information is accurate and up to date. You may ask us to correct or remove information you may think is inaccurate, and you may also ask us to erase your information.
Cookies Policy
When We provide services, We want to make them as easy and useful for you as possible. Where services are delivered on the internet, this will sometimes involve placing small amounts of information on your device (computer or mobile phone). These include small text files known as cookies. They cannot be used to identify you personally, cannot carry viruses, or install malware. We use cookies to help us improve the user experience on this Website and to determine what device you are viewing the site on so that the correct version is shown.
Google Analytics
This Website uses Google Analytics to help analyse how visitors use this site. Google Analytics uses cookies, which are small text files placed on your computer, to collect standard internet log information and visitor behaviour information in an anonymous form. No personally identifiable information is collected about you unless you explicitly submit that information via a fill-in form on this Website.
The anonymous information generated by Google Analytics cookies about your use of this Website is processed to compile statistical reports on Website activity. We use these reports to evaluate aggregate visitor usage so that We can optimise the content to better meet your future needs.
We do not link, or seek to link, an IP address with the identity of a computer user. Google will not associate your IP address with any other data held by Google.
How We use cookies
A cookie is a small file which asks permission to be placed on your computer's hard drive. Once you agree, the file is added and the cookie helps analyse Web traffic or lets you know when you visit a particular site. Cookies allow Web applications to respond to you as an individual, tailoring operations to your needs, likes and dislikes by gathering and remembering information about your preferences.
We use traffic log cookies to identify which pages are being used. This helps us analyse data about Web page traffic and improve Our Website in order to tailor it to visitor usage. You can choose to accept or decline cookies. Most Web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer.
Opting out of Google re-marketing cookies
Site users can opt out of Google Analytics for Display Advertisers and opt out of customised Google Display Network ads by visiting Google's Ads Preferences at https://adssettings.google.com/authenticated?hl=en_GB. Further information is available at https://www.google.com/settings/u/0/ads/anonymous.
Blocking cookies
Cookies help you to get the most out of Our Websites. If you do wish to disable Our cookies, instructions for common browsers are as follows:
- Google Chrome: Settings > Show advanced settings > Privacy > Content settings > Cookies.
- Microsoft Internet Explorer: Tools > Internet Options > Privacy tab > adjust the slider.
- Mozilla Firefox: Tools > Options > Privacy panel > Accept cookies for sites.
- Opera: Settings > Quick Preferences > Enable Cookies.
- Safari on OSX: Safari menu > Preferences > Security > Accept cookies.
Other Websites
This privacy policy only applies to the GoForma Website. If there are any links that take you to another site, you should read their own privacy policies.
Changes to Our privacy policy
We keep Our privacy policy up to date and in line with current legislation. As We review the Website We may from time to time update information, which will appear on this page. Policy last updated 04.09.2020.
Call Recording and Transcription
What we collect
When you speak with us by telephone, we record the call. This includes both inbound calls to our main line and outbound calls made by our team. Recordings are processed using AI-powered transcription and analysis tools to generate speaker-separated transcripts, call summaries, key takeaways, action items, and follow-up notes.
Why we collect it
We record and process calls for the following purposes:
- Quality assurance: to monitor and improve the quality of our service
- Training and development: to support the professional development of our team
- Accurate record-keeping: to maintain a precise record of advice given and instructions received, which is important given the nature of accounting and tax advice
- Dispute resolution: to provide an objective record in the event of a disagreement
- Follow-up: to ensure key points, tasks, and issues from calls are captured and acted on
Lawful basis
We process call recordings under the legitimate interests lawful basis (Article 6(1)(f) UK GDPR). We have completed a Legitimate Interests Assessment which concluded that our interests in recording calls for the purposes above do not override the rights and freedoms of the individuals concerned. A copy of this assessment is available on request.
How we notify you
We inform you that calls are recorded through:
- An automated announcement when you call our main line
- A notice on our consultation booking pages
- A note in our booking confirmation emails
- This Privacy Policy
Your right to opt out
You can ask us not to record a call at any time. Simply let your accountant know at the start of, or during, a call, and they will pause or stop the recording. You can also contact us to request that future calls are not recorded.
Who has access
Call recordings and AI-generated summaries are accessible only to authorised GoForma staff involved in delivering our services to you. We do not share recordings with third parties, except for the following data processors who process data on our behalf under appropriate data processing agreements:
- Aircall: Cloud telephone system, records and stores call audio
- Fireflies.ai: AI transcription and analysis, generates transcripts, summaries, and follow-up notes
- Crisp: Client communication platform, stores call recordings alongside other client interactions
How long we keep it
- Call audio recordings and transcripts: 12 months from the date of the call
- AI-generated summaries and follow-up notes: for the duration of your client relationship plus 12 months
- Call metadata (date, time, duration): for the duration of your client relationship plus 12 months
Your rights
In relation to your call recordings, you have the right to:
- Access: request a copy of your call recordings and/or transcripts
- Erasure: request that your recordings and related data are deleted
- Object: object to your calls being recorded in future
- Rectification: request correction of any inaccurate personal data in transcripts
To exercise any of these rights, please contact us at support@goforma.com. We will respond within one calendar month.
How to contact us
For any questions about this privacy policy or how we handle your personal data, please contact us at info@goforma.com or write to us at GoForma, 40 Bowling Green Lane, London, EC1R 0NE.