We built this site to share our perspective on behavioral finance, trust, and fairness in financial decisions. To do that responsibly, we also need to explain how we handle any personal data you share with us when you browse our pages, submit a contact form, or interact with our content. This privacy policy describes what information we collect, why we collect it, how we use and protect it, and the choices and rights available to you under applicable laws in India and, where relevant, other data protection frameworks.

Information we collect

When you use this site, we may collect information that you provide directly and data that is collected automatically through standard web technologies. The types of personal data we typically handle are limited and relate mainly to communication, analytics, and site security.

• Contact details you provide, such as your name, email address, phone number, organisation, and subject line, when you fill in our contact forms or otherwise communicate with us. This information helps us understand who is reaching out and how we can respond appropriately to your questions or requests.
• Message content and any other information you choose to include in free-text fields, such as descriptions of your situation, feedback, or preferences. We use this information to understand your context, respond to your enquiry, and, where relevant, consider whether our behavioral finance work is a suitable fit.
• Technical data automatically collected when you visit the site, which may include IP address, device type, browser, operating system, referring pages, and timestamps. This information is typically collected through server logs and analytics tools to help us maintain security, diagnose technical issues, and understand aggregate usage patterns.
• Cookie and similar technology data, such as identifiers associated with your browser or device, pages viewed, time spent on pages, and interactions with forms or buttons. We use this information, often in aggregated or pseudonymised form, to improve site performance, content layout, and user experience, subject to your choices and applicable law.

How we use your information

We use the information we collect through this site primarily to respond to your enquiries, operate and improve our services, and understand how people engage with our behavioral finance content. We do not sell your personal data, and we handle it in line with applicable laws in India and, where relevant, other data protection frameworks.

• To respond to your messages, questions, or requests when you contact us, including arranging conversations about our behavioral finance work, clarifying our services, or addressing concerns about trust and fairness in financial contexts. This may involve using your contact details and message content to prepare and send replies.
• To operate, maintain, and improve this site, including troubleshooting issues, analysing aggregate usage patterns, and refining how we present information about behavioral finance, trust, and fairness. We use technical and analytics data to understand which pages are most useful and where visitors may experience confusion or technical problems.
• To manage our relationship with you, such as keeping records of your communications, tracking consent choices, and, where you have opted in, sending occasional updates or invitations related to our work. You can ask us to stop certain types of communication at any time, for example by using an unsubscribe option where available or contacting us directly.
• To comply with legal and regulatory obligations, respond to lawful requests from authorities, enforce our terms, protect our rights and the security of the site, and prevent misuse or unauthorised access. This may involve reviewing logs, retaining limited records for audit purposes, or sharing information with advisors where appropriate.

Legal basis for processing

Because visitors may come from different jurisdictions, we consider both Indian law and, where applicable, broader data protection principles, such as those found in the GDPR. Depending on your location and the specific interaction, different legal bases may apply to how we process your personal data.

We generally process personal data because it is necessary to respond to your requests, to operate and improve this site, to comply with legal obligations, or because you have given consent, for example, for certain analytics or cookie uses. In some cases, we may rely on our legitimate interests in running a secure, informative site, balanced against your rights and reasonable expectations. Where consent is the primary basis, you can usually withdraw it at any time through available settings or by contacting us.

How we share information

We do not sell your personal data. We share information only when necessary to operate this site, respond to your requests, comply with legal obligations, or protect our rights, and we aim to limit what is shared to what is reasonably required in each situation.

• Service providers and technical partners who help us host the site, send communications, provide analytics, or maintain security. These partners may process personal data on our behalf under contracts that require them to protect the information, use it only for specified purposes, and comply with applicable data protection laws.
• Professional advisors, such as legal or compliance professionals, where necessary to obtain guidance on regulatory, contractual, or dispute-related matters. Any sharing in this context is limited to what is needed to seek appropriate advice and is subject to confidentiality obligations.
• Authorities, regulators, or other third parties when we believe disclosure is required by law, regulation, court order, or to protect our rights, safety, or the rights and safety of others. Where legally permitted, we will consider the scope of any such request carefully and aim to share only what is necessary.

Data security

We take reasonable technical and organisational measures to protect personal data from unauthorised access, loss, misuse, alteration, or disclosure. These measures may include restricted access controls, secure transmission where appropriate, and regular reviews of our data handling practices. However, no online system can be completely secure, and we cannot promise absolute protection. We encourage you to use strong passwords, keep your devices updated, and avoid sharing sensitive information through channels that are not necessary for your interaction with this site.

Your rights

Depending on where you live and how you interact with our site, you may have certain rights regarding your personal data. We take these rights seriously and aim to respond to requests in a way that is fair, transparent, and consistent with applicable law. While the exact scope of rights can vary, the points below outline the main possibilities.

• You can ask us whether we process your personal data and, if so, request access to that data and related information, subject to certain legal limitations. Where appropriate, we can provide a copy of the personal data we hold about you in a commonly used format.
• If you believe that personal data we hold about you is inaccurate or incomplete, you can request that we correct or update it. In some cases, you may also ask us to delete certain data, for example where it is no longer needed for the purposes for which it was collected, subject to legal retention requirements.
• You may have the right to object to certain types of processing, such as direct marketing or processing based on our legitimate interests, and to request that we restrict processing in specific circumstances. Where processing is based on consent, you can usually withdraw that consent without affecting the lawfulness of processing carried out before withdrawal.
• Depending on your location, you may have additional rights, such as the right to data portability or to lodge a complaint with a data protection authority. We will respect these rights to the extent required by applicable law and will work with you to address concerns in a fair and timely manner.

Cookies and similar technologies

We use cookies and similar technologies to support core site functions, remember certain preferences, and understand how visitors use our pages. Some cookies are essential for security and navigation, while others, such as analytics cookies, help us improve clarity and user experience. You can learn more about these tools and your choices in our separate cookie policy.

See cookie policy See cookie policy

Contact us

If you have questions about this privacy policy, how we handle your personal data, or how to exercise your rights, you can contact our team using the details below. We aim to respond with clear, practical information while respecting confidentiality and applicable data protection laws.

Changes to this policy

We may update this privacy policy from time to time to reflect changes in our services, legal requirements, or data handling practices. When we make material changes, we will adjust the date at the top of this page and may highlight key updates. We encourage you to review this policy periodically to stay informed about how we handle personal data and how your rights may be affected.