Privacy notice

Last updated 28 October 2026

This notice explains what personal data Understated collects, why, who we share it with, and the choices you have. We have tried to keep it short and plain.

Who we are

Understated (understated.club) is run by CAS Concepts Ltd, a company registered in England and Wales (company number 11692772), whose registered office is 20-22 Wenlock Road, London, N1 7GU. CAS Concepts Ltd is the controller of your personal data.

Questions or requests about your data: hello@understated.club.

What we collect

• Account details: your email address and password. Passwords are stored only in hashed form by our database provider; we can’t see them.
• Your profile: display name, handle, bio, and any profile picture you add.
• Your collection: the pieces you add, including photos, titles, descriptions, condition, where and when you got them, what you paid if you choose to record it, and the value estimates we generate.
• Connections: who you connect with and which people you choose to share private categories with.
• Payments: your plan, purchases, and a customer reference from Stripe. Card details go straight to Stripe; we never see or store them.
• Technical data: a login cookie that keeps you signed in, and standard server logs (such as IP address, browser type and time of request) kept by our hosting providers for security and troubleshooting.

We don’t use advertising or analytics cookies, and we don’t track you across other sites.

Why we use it, and our legal basis

• To run your account and show your page as you’ve set it up. This is necessary to provide the service you signed up for (contract).
• To name pieces and estimate values when you ask us to, by sending the photo and details of that piece to our AI provider (contract).
• To take payments and manage your plan (contract), and to keep financial records we’re required to keep by law (legal obligation).
• To send account emails such as sign-up confirmations, password resets and receipts (contract). We won’t send marketing emails unless you’ve opted in.
• To keep Understated secure and prevent abuse (our legitimate interest in running a safe service).

Who can see your collection

You decide. Each category can be public, visible to your connections, visible to selected people, or private to you. What you paid for a piece is hidden from others unless you turn it on. Anything you make public can be seen by anyone with your page link.

Who we share data with

We don’t sell your data. We use these providers to run the service, and they only process your data on our instructions:

• Supabase: database, login and photo storage (hosted in the UK).
• Vercel: website hosting.
• Anthropic: AI that names pieces and estimates values from the photos and details you submit. Anthropic does not use this data to train its models.
• Stripe: payments and billing.
• Resend: sending account emails.
• Google Fonts: the typefaces on our pages are loaded from Google, which receives your IP address when a page loads.

We may also share data if the law requires it, or with a buyer if the business is ever sold, in which case this notice would continue to apply.

International transfers

Some of these providers are based in, or access data from, the United States. Where that happens, the transfer is protected by the UK International Data Transfer Addendum, the UK-US Data Bridge, or equivalent safeguards. You can ask us for details.

How long we keep it

• Your account, profile and collection are kept while your account exists. When you ask us to delete your account, we delete them within 30 days.
• Payment and invoice records are kept for six years, as UK tax law requires.
• Server logs are kept for a short period, usually no more than 30 days.

Your rights

Under UK data protection law you can ask us to:

• give you a copy of your data;
• correct anything that’s wrong;
• delete your data;
• restrict or object to how we use it;
• send your data to you or another service in a portable format.

Email hello@understated.club and we’ll respond within one month. You can edit or delete most things yourself from your page at any time.

If you’re unhappy with how we’ve handled your data, please tell us first. You also have the right to complain to the Information Commissioner’s Office at ico.org.uk.

Age

Understated is for people aged 18 and over.

Changes to this notice

If we make significant changes, we’ll update the date above and let you know by email or on the site.