Privacy and cookie policy
Last updated 14 November 2026
Who we are
ModelShift is an AI cost-optimisation consultancy run by its founders, Joshua Boladuro and David Willis Owen, based in the United Kingdom. For anything in this notice, contact us through the contact form on our website and we'll reply within two working days.
What we collect and why
| What | When | Why | Lawful basis |
|---|---|---|---|
| Name, work email, company, role, company size, the AI tools you use, rough monthly spend, the problem you describe, preferred call time, how you found us | You request a free AI cost review | To arrange, prepare for and follow up your review | Steps you've asked us to take before a contract; legitimate interests |
| Savings estimate inputs and, if you add it, your email | You ask for a breakdown from the savings estimate | To send you a personal breakdown and improve the estimate | Legitimate interests |
| Name, email, topic and message | You use the contact form | To reply to you | Legitimate interests |
| Email address | You join the newsletter or the book reader list | To send the updates you asked for | Consent, which you can withdraw at any time |
| Your cookie choice, with a random ID and timestamp | You make a cookie choice | To show we have your consent | Legal obligation |
| Pages viewed, referring website, campaign tags, device type and button clicks, linked to a random per-visit ID | Only if you accept analytics cookies | To understand which content is useful | Consent |
We don't buy data, use advertising trackers or sell your information. We don't use your details to make automated decisions about you.
Where your data is stored
Form submissions and analytics are stored in our database hosted by Supabase in the London (eu-west-2) region. The website is hosted by Vercel. The site doesn't load images, fonts or scripts from any third-party service.
How long we keep it
- Review requests, estimate breakdowns and messages: up to 24 months after our last contact, unless you become a client.
- Newsletter and reader list: until you unsubscribe.
- Analytics events: 13 months.
- Consent records: 24 months.
Your rights
You can ask to see, correct, delete or export your information, object to how we use it, or withdraw consent. Contact us through the website form. If you're unhappy with how we've handled your data, you can complain to the Information Commissioner's Office at ico.org.uk.
Cookies and similar technologies
We ask before setting anything that isn't strictly necessary. You can change your choice at any time.
| Name | Type | Purpose | Duration |
|---|---|---|---|
| ms_consent | Cookie, strictly necessary | Remembers your cookie choice so we don't ask again | 6 months |
| ms_sid | Session storage, analytics | A random ID that groups page views within one visit. Only set if you accept analytics. | Until you close the tab |
If you withdraw consent, we stop collecting analytics immediately and remove the session ID from your browser.