Privacy notice
How we use personal information
Last updated: 27 September 2026
Who we are
Plainwell is a trading name of Varelune Ltd. Under the Plainwell name we run two services: Wellfitted (websites for trade businesses) and Keybrief (landlord updates for letting agents). Varelune Ltd is the controller of the personal information described here. Varelune Ltd is registered in England and Wales, company number 17461148, registered office 39 Waverley Avenue, Bradford, West Yorkshire, BD7 3HX.
This notice covers the Plainwell services only. Varelune's clothing shop has its own privacy notice.
Contact for anything in this notice: privacy@plainwell.co.uk.
What we collect, why, and our legal basis
| Who | What we hold | Why | Legal basis |
|---|---|---|---|
| People who fill in a form or email us | Name, business name, work email, phone if given, and the business details you send | To reply, and to prepare a mock-up or sample you asked for | Our legitimate interest in answering enquiries; steps you ask for before a contract |
| Customers | Contact and business details; what you ask us to publish (Wellfitted) or print (Keybrief); records of payments and our emails with you | To provide the service and keep proper records | Our contract with you; our legal duty to keep accounting records |
| Businesses we contact first | Business name, company number, the work email address the business publishes, its website, and a named contact and role only where the business publishes them | To offer our services to limited companies that may benefit | Our legitimate interest in offering services to businesses. You can object at any time |
| Visitors to our website | Anonymous visit statistics from Cloudflare Web Analytics, which does not collect or use visitors' personal data | To see which pages are useful | Not personal data |
We only contact businesses that are limited companies or similar organisations. We find their details on the Companies House register and on the business's own public website. We never buy mailing lists.
Websites we run for Wellfitted customers
When someone uses the contact form on a website we run for a Wellfitted customer, we pass that message to our customer on their behalf. For those messages our customer is responsible for how the information is used, and we act only on their instructions.
Keybrief and landlords
Keybrief never receives letting agents' landlord or tenant lists. Agents send each issue from their own systems to their own contacts.
Who we share information with
- Providers who run our systems for us: Google (email and document storage), Cloudflare (website hosting and analytics), GitHub (website code) and our accountant.
- Stripe, which handles card payments. We never see full card numbers. Stripe's own privacy policy also applies to payments.
- If we sell one of our services or the business, the information about that service's customers and contacts would pass to the buyer, who must use it in line with this notice.
We don't sell personal information. Some of our providers may process information outside the UK; where they do, they use safeguards recognised under UK data protection law. [To be confirmed per provider before launch.]
How long we keep it
- Enquiries that don't lead to business: 12 months.
- Businesses we contacted first: 12 months after our last contact.
- If you ask us not to contact you: only your email address or domain, kept on a do-not-contact list so we never contact you again.
- Customers: for as long as you're a customer, then 6 years for tax and legal records.
Cookies
We don't use advertising or tracking cookies. Our visit statistics come from Cloudflare Web Analytics, which does not collect or use visitors' personal data.
Your rights
You can ask to see the information we hold about you, and to have it corrected or deleted. You can object to how we use it, and you can always tell us to stop sending you marketing: we'll stop straight away. Email privacy@plainwell.co.uk. We reply within one month.
If you're unhappy with how we've handled your information, you can complain to the Information Commissioner's Office at ico.org.uk.