Introduction
The Super Prime (“TSP”, “we”, “our”, “us”) respects your privacy and is committed to protecting your personal data. The Super Prime is operated by THESUPERPRIME LTD, a company registered in England and Wales (company number 16264126), with its registered office at 45 Albemarle Street, Mayfair, London W1S 4JL. We are the controller of personal data obtained via our website, meaning we are legally responsible for deciding how and why your data is used. We are registered with the Information Commissioner’s Office (ICO) under registration number ZC264153.
We take your privacy very seriously. Please read this Privacy Policy carefully as it contains important information about who we are, how and why we collect, store, use and share any information relating to you (your personal data) in connection with your use of our website. It also explains your rights in relation to your personal data and how to contact us or a relevant regulator in the event you have a complaint.
We are subject to the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, and to the EU General Data Protection Regulation (EU GDPR) regarding our wider operations in the European Economic Area (EEA).
This Privacy Policy is divided into the following sections:
- What this policy applies to
- Personal data we collect about you
- How your personal data is collected
- How and why we use your personal data
- Property enquiries
- AI property search
- Currency display and website security
- Marketing
- Who we share your personal data with
- How long your personal data will be kept
- Transferring your personal data out of the UK and EEA
- Cookies
- Your rights
- Keeping your personal data secure
- Children
- How to complain
- Changes to this privacy policy
- How to contact us
What this policy applies to
This Privacy Policy relates to your use of our website and to other professional interactions with The Super Prime, including media, editorial, agency, and partnership communications. We are an independent digital media and property publication. We are not an estate agent and we do not act for buyers or sellers. Throughout our website, we may link to third-party websites, such as estate agents’ websites, which are governed by their own separate privacy policies. Please consult their privacy policies for further details.
Personal data we collect about you
Depending on your activities on our website, we collect and process the following personal data:
- Your name, contact information (including email and telephone number), and company details
- Messages, enquiries and feedback you send to us or through our website
- Search words you type into our AI property search
- Technical data such as IP address, browser type and device information
- Information on how you interact with our website (only with your consent, where cookies are used)
Providing this information is necessary to fully use our website and services, unless otherwise stated. We will clearly indicate where providing information is optional and explain any potential impacts of declining.
How your personal data is collected
We collect personal data from:
- Direct interactions: property enquiries, contact forms, newsletter sign-ups, feedback, or content submissions
- Automated technologies: website interaction, browsing data, cookies
- Third-party sources: advertising and analytics providers (Google, Meta), and publicly available sources such as estate agents’ websites
How and why we use your personal data
We process your personal data based on:
- Consent: for marketing communications and optional cookies
- Performance of contract: providing services you or your organisation have requested
- Compliance with legal obligations: regulatory reporting or record-keeping
- Legitimate interests: passing your property enquiry to the agent you asked to contact, replying to messages, improving our service, website security, and managing business relationships
Property enquiries
Each property page has an enquiry form. When you send an enquiry, your name, email address, phone number and message, together with the property details, are sent by email directly to the estate agent office marketing that property, so they can reply to you.
We do not keep a copy of your enquiry. It is not saved on our website and our team does not receive it. We only receive a short alert showing which property received an enquiry, which agent office it was sent to, and the time. This alert contains no personal data about you. Our email delivery log records only the date, subject line and the agent’s email address (not your message), and is deleted automatically after one month.
If an agent office email address is missing, your enquiry is sent to our administrator mailbox so we can forward it to the agent. We then delete it.
Once the agent receives your enquiry, the agent is responsible for your personal data and will use it under its own privacy policy. You can also contact the agent directly using the details shown on the property page.
AI property search
Our property search lets you type a question, such as “houses in Mayfair”. The words you type are sent to our AI service provider, OpenAI, to turn them into search filters. Results only come from properties already listed on our website. Please do not type personal details (such as your name, phone number or email address) into the search box. OpenAI does not use this data to train its models, and deletes it within 30 days. We do not store your search questions.
Currency display and website security
To show prices in your local currency, your IP address is checked by our provider ipinfo.io to find your country. We do not store your IP address for this purpose.
To protect our website, our security system records IP addresses and pages visited, so we can detect and block attacks. These records are deleted after 30 days.
Marketing
If you sign up to our newsletter or private list, we will send you the updates you asked for. Our newsletter is sent using Omnisend. If you accept marketing cookies, Omnisend may also record which pages subscribers view, so we can send more relevant content. You may opt out at any time via the ‘unsubscribe’ link provided in our emails or by contacting us directly at privacy@thesuperprime.com. We never sell or share your data with third parties for their marketing purposes.
Who we share your personal data with
We may share personal data with:
- Estate agents, when you send a property enquiry
- Our service providers, who process data on our behalf: SiteGround (website hosting and email sending), Google Workspace (business email), Omnisend (newsletter), OpenAI (AI property search) and ipinfo.io (currency display)
- Advertising and analytics providers (Google and Meta), only where you have accepted cookies
- Professional advisers, auditors, and regulatory authorities
- Entities involved in corporate transactions (mergers, acquisitions, etc.)
Professional Media & Business Contacts
We may also process professional contact details of media, editorial, agency, and other business contacts obtained through publicly available sources or direct professional interactions for the purposes of public relations, editorial collaboration, partnership development, property listings and related business communications. Estate agent office contact details are shown on our property pages so buyers can contact them. We rely on legitimate interests for this processing. Recipients have the right to object to such processing or request removal of their details at any time by contacting privacy@thesuperprime.com.
How long your personal data will be kept
Personal data is retained as follows:
- Property enquiries: not kept by us (sent directly to the agent)
- Email delivery log (no message content): 1 month
- Website security log: 30 days
- Contact form messages and emails to us: up to 2 years
- Newsletter and private list: until you unsubscribe
- Analytics data: 13 months
- Business and transaction records: up to 6 years, for tax and accounting
Transferring your personal data out of the UK and EEA
Some of our service providers (including Google, Meta and OpenAI) may process personal data outside the UK and EEA, including in the United States. Where this happens, we rely on safeguards approved under UK law, such as the UK Extension to the EU–US Data Privacy Framework or the UK International Data Transfer Agreement or Addendum.
Cookies
We use essential cookies to make our website work. With your consent, we also use optional cookies for analytics and advertising. These optional cookies only run after you click “Accept” in our cookie banner. You can change your choice at any time using the cookie settings link at the bottom of every page. Further details are available in our Cookie Policy.
Your rights
You have rights to:
- Access, rectify, or delete your personal data
- Restrict processing or object to certain uses
- Data portability
- Withdraw consent at any time (for example, by unsubscribing or changing your cookie settings)
Please contact us at privacy@thesuperprime.com to exercise these rights. We will reply within one month. Proof of identity may be required. For a property enquiry already sent to an agent, please also contact that agent, as they hold your data.
Keeping your personal data secure
We use appropriate security measures to protect personal data from unauthorised access, use, alteration, or loss. These include encrypted connections (HTTPS), two-factor authentication and restricted access for administrator accounts, regular security updates, security monitoring and regular backups.
Children
Our website is intended for adults. We do not knowingly collect personal data from anyone under 18.
How to complain
If you have concerns about how we handle your data, please contact us first at privacy@thesuperprime.com. You also have the right to complain to the Information Commissioner’s Office (ICO) at ico.org.uk or on 0303 123 1113.
Changes to this privacy policy
We regularly review this Privacy Policy. The date at the top shows when it was last updated. Significant changes will be communicated via email or prominently displayed on our website.
How to contact us
For enquiries about this Privacy Policy or to exercise your rights, contact:
Email: privacy@thesuperprime.com
Address: THESUPERPRIME LTD, 45 Albemarle Street, Mayfair, London, W1S 4JL
Last updated: October 2026