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Privacy Policy and Cookies Notice

This privacy policy sets out how Insurance Data Solutions (IDS) a division of New City Software Ltd. uses and protects any information that you give us when you use this website.

IDS is committed to ensuring that your privacy is protected. Should we ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy statement.

We do not sell, rent or trade email lists with other companies and businesses for marketing purposes.

In this privacy policy we’ve provided detailed information on when and why we collect your personal information, how we use it, the limited conditions under which we may disclose it to others and how we keep it secure.

This privacy policy has been produced in line with the latest GDPR compliance guidance and is effective from the 08th of May 2018.  If we need to change our privacy policy, we will always update this page.  You should check this page from time to time to ensure that you are happy with any changes.

What we collect

We may collect the following information:

name and job title

Company Information
contact information including email address
demographic information such as postcode, preferences and interests
other information relevant to customer surveys and/our offers

What we do with the information we gather

We require this information to understand your needs and provide you with a better service, and in particular for the following reasons:

 Internal record keeping. We store all our contact information on our CRM System, we use HubSpot.

We may use the information to improve our products and services.

We may periodically send promotional emails about new products, special offers or other information which we think you may find interesting using the email address which you have provided.

From time to time, we may also use your information to contact you for market research purposes. We may contact you by email, phone, fax or mail. We may use the information to customise the website according to your interests.


We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.

How we use IP Tracking

We use IP Address tracking technology "Lead Forensics" (please see Cookies further information below) to identify businesses visiting our site and the pages that are being used. This helps us analyse data about web page traffic in order to develop and improve our website for business visitors.

Links to other websites

Our website may contain links to other websites of interest. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.

Controlling your personal information

You may choose to restrict the collection or use of your personal information in the following ways:

Whenever you are asked to fill in a form on the website, look for the box that you can click to indicate that you do not want the information to be used by anybody for direct marketing purposes.

If you have previously agreed to us using your personal information for direct marketing purposes, you may change your mind at any time by writing to or emailing

We will not sell, distribute or lease your personal information to third parties unless we have your permission or are required by law to do so.

You may request details of personal information which we hold about you under the Data Protection Act 1998. If you would like a copy of the information held on you please email or write to us Insurance Data Solutions, Moulsham Mill, Parkway, Chelmsford, CM2 7PX. If you believe that any information we are holding on you is incorrect or incomplete, please write to or email us as soon as possible, at the above address. We will promptly correct any information found to be incorrect.

Cookies Policy

What are cookies?

IDS uses cookies to collect information. Cookies are small data files which are placed on your computer or other devices when you browse this website. They are used to ‘remember’ when your computer or device accesses our websites. Cookies are essential for the effective operation of our website. They are also used to tailor the products and services offered and marketed to you, both on our websites and elsewhere.

Information collected

Our cookies collect information about browsing behaviour when you access this website via the same computer or device. This includes information about pages viewed and your journey in our website. We do not use cookies to collect or record information on your name, address or other contact details if you are not a business. 

What are cookies used for?

The main purposes for which cookies are used are to enable IDS to collect information about your browsing patterns, including to monitor the success of campaigns, competitions and market research etc.

How do I disable cookies?

If you want to disable cookies you need to change your website browser settings to reject cookies. How you can do this will depend on the browser you use. Further details on how to disable cookies for the most popular browsers are set out below: -

For Microsoft Internet Explorer:

1. Choose the menu “tools” then “Internet Options”

2. Click on the “privacy” tab

3. Select the setting the appropriate setting

For Google Chrome:

1. Choose Settings> Advanced

2. Under "Privacy and security," click “Content settings”.

3. Click “Cookies”

For Safari:

1. Choose Preferences > Privacy

2. Click on “Remove all Website Data”

For Mozilla firefox:

1. Choose the menu “tools” then “Options”

2. Click on the icon “privacy”

3. Find the menu “cookie” and select the relevant options

For Opera 6.0 and further:

1. Choose the menu Files”> “Preferences”

2. Privacy

What happens if I disable cookies?

This depends on which cookies you disable, but in general the website may not operate properly if cookies are switched off. 

IDS use a Third Party called Lead Forensics to track businesses that visit our site.  Please find below their Data Compliance Policy.

Lead Forensics Software Data Compliance Policy

The Lead Forensics Product The Lead Forensics product is a market leading B2B sales and marketing enablement tool. It is SaaS (Software as a Service) and provides businesses with insight relating to their website visitors. Lead Forensics works on the basis of reverse business IP tracking. A small tracking code is placed on a business’ website(s) which then enables them to identify the business IP addresses of their website visitors. Lead Forensics matches the identified business IP address to a wholly owned global database of businesses and business information.

The Lead Forensics software is almost entirely focused on leveraging business related information to effectively match a business IP address with wider business data to provide valuable business related visitor information to our customers. Lead Forensics does not identify any personal IP addresses, mobile devices or any other data than that associated with the business.

Business related data is not applicable under GDPR - which has the intention of protecting personal data. Therefore, the majority of the Lead Forensics solution and its features are not relevant to GDPR.

Contact Data

An additional feature of Lead Forensics aside from the main solution, is to provide customers with the contact information of key decision makers at the organisations that have pro-actively visited the company website. As this information contains details including first name, last name, email address and LinkedIN profile, this aspect of Lead Forensics constitutes the processing of personal data and therefore, is required to be compliant with GDPR.

Lead Forensics will only ever collect business IP addresses, which are then matched to a business profile, from there Lead Forensics offers customers the opportunity to purchase the contact details of relevant decision makers within the matched business. The data available will only relate to decision makers at the organisations that have pro-actively visited a customer’s website, in this regard it is anticipated that this data will be leveraged by the Lead Forensics customer base under the lawful basis for processing of ‘Legitimate Interests’.

It is anticipated that Lead Forensics customers will select the most appropriate point of contact from the data provided by Lead Forensics to convey a highly relevant, targeted message either by email, telephone or by post to the business address and to the point of contact. Any correspondence will be based upon their likely interest in the organisation’s product or service following their visit to the organisation’s website.

Under GDPR, Lead Forensics will only ever process necessary personal data, which is limited to first name, last name, LinkedIN profile URL and email address. Lead Forensics will process further business related data such as business IP, business name, job function and business telephone numbers. No sensitive personal data will be collected or processed in any way.

Lead Forensics customers have the option of using Lead Forensics without leveraging contact data, in which case the Lead Forensics solution is unrelated to GDPR on the basis that it will only process business data. If a customer opts to use the contact data feature of Lead Forensics, it is deemed that this will be leveraged under the lawful basis of ‘Legitimate Interests’, however the customer will be responsible for ensuring the data used is processed within their business in a method that is compliant with GDPR – each customer will be responsible for conducting their own due diligence checks and producing their own policies as applicable to their business.

Six Lawful Basis for Processing Personal Data

Under the EU General Data Protection Regulation (GDPR) there are six lawful basis for processing personal data. These are detailed as follows:


The individual has given clear consent for you to process their personal data for a specific purpose  Contract The processing is necessary for a contract you have with the individual, or because they have asked you to take specific steps before entering into a contract

Legal Obligation

The processing is necessary for you to comply with the law (not including contractual obligations)

Vital Interests

The processing is necessary to protect someone’s life

Public Task

The processing is necessary for you to perform a task in the public interest or for your official functions, and the task or function has a clear basis in law

Legitimate Interests

The processing is necessary for your legitimate interests or the legitimate interests of a third party unless there is a good reason to protect the individual’s personal data which overrides those legitimate interests. (This cannot apply if you are a public authority processing data to perform your official tasks.)

Source:, February 2018.

The information relating to the six lawful basis for processing personal data is taken from the ICO website and the GDPR regulation documentation. Further information regarding the lawful basis for processing personal data can be found at

Legitimate Interest Assessment (LIA)

Lead Forensics has carried out a Legitimate Interest Assessment (LIA) as advised by the ICO. Based upon that assessment it is deemed that the rights and freedoms of the data subjects would not be overridden in our processing of the personal data and that in no way would a data subject be caused harm by the Lead Forensics processing. Based upon our segmentation by organisation and by specific job function, coupled with our processing of personal data within the context of a business environment, it is deemed that any processing of data will be limited to business matters, and therefore any risk of personal compromise is extremely unlikely. It is also deemed that direct marketing and sales is necessary in the context of following up with website visitors in order to better serve visitors and to generate business sales.

Per the ICO guidance, Lead Forensics can confirm:

  • We have checked that legitimate interests is the most appropriate basis 
  • We understand our responsibility to protect the individual’s interests
  • We have conducted a legitimate interests assessment (LIA) and kept a record of it, to ensure that we can justify our decision
  • We have identified the relevant legitimate interests
  • We have checked that the processing is necessary and there is no less intrusive way to achieve the same result
  • We have done a balancing test, and are confident that the individual’s interests do not override those legitimate interests
  • We only use individuals’ data in ways they would reasonably expect
  • We are not using people’s data in ways they would find intrusive or which could cause them harm
  • We do not process the data of children 
  • We have considered safeguards to reduce the impact where possible
  • We will always ensure there is an opt-out / ability to object
  • Our LIA did not identify a significant privacy impact, and therefore we do not require a DPIA
  • We keep our LIA under review every six months, and will repeat it if circumstances change
  • We include information about our legitimate interests in our privacy notice

    How we Procure Data At Lead Forensics we procure data in a variety of ways, collected in line with the lawful basis of ‘Legitimate Interests’. The following are ways in which we collect and process data:

    Business Data

Although business data is not relevant under GDPR, Lead Forensics is committed to providing a transparent solution so that customers can effectively assess their own compliance. Lead Forensics collects business data via the following methods:

  • Primary research – Lead Forensics has a UK based in-house team who gather data relating to business from publicly available information, using search engines and other online tools to research global businesses.
  • Secondary research – Lead Forensics has a UK based in-house team who use existing publicly available sources of data such as Companies House and the WebCheck service to enhance the business data. 
  • Purchase – Lead Forensics purchases business information from a number of selected third party data vendors who are vetted to ensure the quality and validity of the business data provided.

    Personal Data

Lead Forensics collection and processing of personal data is limited to:

  • First name
  • Last name
  • Email address 
  • LinkedIN profile URL

Lead Forensics procures this personal data in the following ways:

  • Primary research - Lead Forensics has a UK based in-house team who gather data relating to key decision makers at organisations from publicly available sources including the website of each business.
  • Secondary research – Lead Forensics has a UK based in-house team who use existing publicly available sources to gather the information relating to key decision makers including the Directors’ Register at Companies House, Dun & Bradstreet, Duedil and LinkedIN.
  • Purchase – Lead Forensics purchases data from selected third party data vendors with key segmentation criteria to ensure that only decision makers from registered businesses are procured. All third party data vendors have been checked for GDPR compliance and to ensure the validity and accuracy of data.

Lead Forensics also uses automated scripts and algorithms to collect, process and validate both business data as well as the personal data detailed above. These automated processes are subject to the same compliance checks as all manual processes.

How we Ensure Data Validity and Currency

Lead Forensics has a UK based in-house data verification team who are responsible for ensuring the validity and currency of the data contained within the Lead Forensics solution. The team continually cleanse the data held within the Lead Forensics software, completing a full cleanse cycle of both business and personal data at least once every 12 months. Any records found to be out of date are placed into a deletion queue which is securely purged four times in a 12 month period. 

The data verification team use both manual methods as well as automated scripts and algorithms via an extensive multi-staged process to ensure the utmost validity and currency of data. Lead Forensics takes data cleansing extremely seriously as this ensures a highly compliant solution as well as a high calibre solution for all of the Lead Forensics customers.

Data Storage and Retention

The data held within the Lead Forensics solution is processed and stored in the UK within a secure environment.

Lead Forensics has a continual cycle of cleansing and refreshing data, all data within the Lead Forensics solution is verified at least once in a 12 month cycle. Any invalid records are placed into a deletion queue, which is then securely purged four times in a 12 month period.

Request to Object

Any individual who has been identified as a website visitor by Lead Forensics has the right to object to receiving correspondence from a Lead Forensics customer by contacting them directly and requesting to object, you can find their specific processes for this by visiting their company website and reviewing their privacy policies.

Should you wish to withdraw from Lead Forensics processing your personal data for use by the Lead Forensics software, please make your request in writing:

By emailing:

Or by writing to: Data Compliance, Lead Forensics, Building 3000, Lakeside, North Harbour, Portsmouth, PO6 3EN.

All requests will be processed within 30 days. Your details will be added to a suppression file to ensure that your details cannot be processed by the Lead Forensics software in future. Please note that this applies only to the processing of your personally identifiable data, not that of the business data which does not fall under the remit of GDPR.

Request for Deletion

It is important to understand the difference between a right to object and a request for deletion. If you request deletion, we will remove any data we hold about you from the Lead Forensics software. This will also mean that we will remove you from our suppression files. If you are removed from our suppression files, there is a risk that your data may be processed again in the future if your details are re-added to our software by our data procurement team. If you do not wish for Lead Forensics to process your personal data in the future, we would recommend you request to object rather than a request for deletion, as this will ensure that your details are always suppressed from processing.
The option however is yours, and in either case we will process your request within 30 days.
Please make your request in writing by emailing:
Or by writing to: Data Compliance, Lead Forensics, Building 3000, Lakeside, North Harbour, Portsmouth, PO6 3EN.

Request for Data Held

You may request that we send you all of the data we hold that relates to you. Please make your request in writing;

By emailing:

Or by writing to: Data Compliance, Lead Forensics, Building 3000, Lakeside, North Harbour, Portsmouth, PO6 3EN.

We will process and respond to your request within 30 days, this service will be free of charge.
This policy was last reviewed and updated on the 7th February 2018. Policies are periodically reviewed to ensure compliance with the current compliance environment.
For questions relating to this policy, please contact

Google Analytics

We use Google Analytics, to collect standard internet log information and details of visitor behaviour patterns.  We do this to track the total number of visitors to different parts of our website.  This information is only processed in a way which does not identify anyone.  We do not make, and do not allow Google to make, any attempt to find out the identities of those visiting our website.

Insurance Data Solutions

Moulsham Mill, Parkway,
Chelmsford, Essex, CM2 7PX
United Kingdom

Telephone: +44 (0)1245 608253