Privacy policy
Last updated · August 2026
The short version
Adjustly is a booking service. We help you find a chiropractic clinic near you and book your first appointment. To do that, we need some personal information — your name, contact details, postcode, and the reason you want an appointment.
Because the reason for your appointment relates to your health, the law treats it as sensitive information and we treat it that way too. We only use it to match you with a clinic and make your booking, we only share it with the clinic you're booked into, and we delete it on a schedule.
We are not a clinic. Once your appointment is booked, the clinic looks after your care — and your medical records — under its own privacy policy.
The rest of this page explains all of that in detail, including your rights and how to contact us.
1. Who we are
Adjustly is a trading name of Michael Maybury, a sole trader based in the United Kingdom.
For data protection purposes, we are the "controller" of the personal information described in this policy — meaning we decide how and why it is used.
Contact: hello@adjustly.co.uk
2. What information we collect
When you fill in our enquiry form (on this website or on Facebook or Instagram):
- Your name
- Your phone number and email address
- Your postcode
- The reason you'd like an appointment (for example, back pain, neck pain or headaches)
When we contact you to arrange your booking:
- What's said in calls with our booking assistant, including recordings and transcripts
- Text and WhatsApp messages between you and us
- Your appointment preferences and booking details
When you pay a deposit:
- Payment confirmation from our payment processor. We do not see or store your full card details — those go directly to the payment processor.
Automatically, when you use this website:
- Standard technical logs (such as IP address and browser type) collected by our hosting provider for security and to keep the site working.
We do not knowingly collect information from anyone under 18. Our service is for adults.
3. Health information — and why we're careful with it
The reason for your appointment is information about your health. UK data protection law calls this "special category data" and sets a higher bar for using it.
We rely on your explicit consent to use this information, which we ask for on the enquiry form before you submit it. We use it for one purpose: to match you with a suitable clinic and arrange your booking, including passing it to the clinic so they know why you're coming in.
You can withdraw this consent at any time by contacting us or by telling our booking assistant. If you withdraw consent before your booking is made, we'll stop processing your enquiry and delete the health information you gave us. Withdrawing consent doesn't affect anything we did with it beforehand, while we still had your consent.
4. How we use your information, and our legal grounds
UK GDPR requires us to have a lawful basis for each way we use your information. Here they all are:
| What we do | Why | Lawful basis |
|---|---|---|
| Match you to your nearest partner clinic using your postcode | To find you a clinic | Taking steps at your request before entering a contract (Article 6(1)(b)) |
| Contact you by phone, text or WhatsApp to arrange your booking, including through an automated assistant | To book your appointment | Taking steps at your request before entering a contract (Article 6(1)(b)); your consent to automated contact, given on the form |
| Use the reason for your appointment to make the booking and inform the clinic | So the clinic knows why you're coming | Your explicit consent (Article 9(2)(a)) |
| Take and hold your £15 deposit, and refund it where our cancellation policy says so | To secure your appointment | Performance of a contract (Article 6(1)(b)) |
| Send booking confirmations and reminders | So you don't miss your appointment | Performance of a contract (Article 6(1)(b)) |
| Keep records of bookings, payments and our communications with you | To run the service, handle questions or complaints, and meet tax and accounting obligations | Legitimate interests (Article 6(1)(f)); legal obligation (Article 6(1)(c)) for tax records |
| Review call recordings and transcripts | To check quality, investigate problems, and improve the service | Legitimate interests (Article 6(1)(f)) |
We do not use your information for marketing unless you separately opt in, and we never sell it.
5. Automated calls and messages
We use an automated booking assistant — software that can call you, speak with you, and exchange text messages to arrange your booking. It will tell you it's automated at the start of any call.
We only contact you this way because you asked us to arrange an appointment, and you agreed to it on the enquiry form. If you'd rather deal with a person, say so at any point — in the call or by message — and we'll arrange that instead. You can also ask us to stop contacting you altogether at any time, and we will.
Calls with the assistant are recorded and transcribed so the booking is accurate and so we can check quality.
6. Automated matching
Our system automatically matches you to the nearest partner clinic based on your postcode. This is a convenience, not a binding decision: we tell you which clinic we've matched you with — including its name and address — before you pay anything, and you can ask for an alternative or decline entirely. No decision with legal or similarly significant effects is made about you solely by automated means.
7. Who we share your information with
The clinic you're booked into. We share your name, contact details, appointment time and the reason for your visit with the clinic, so they can prepare for your appointment. Once you're booked, the clinic is responsible for your care and becomes a separate, independent controller of your information — including any medical records they create. Their own privacy policy applies to what they do. We only work with clinics whose chiropractors are registered with the General Chiropractic Council.
Service providers who help us run Adjustly. These companies process information on our instructions and can't use it for their own purposes. They include:
- Our database and infrastructure provider (data hosted in the UK)
- Our telephone and text messaging provider
- The provider of our automated booking assistant
- Our scheduling and calendar providers
- Our payment processor, for deposits
- Meta (Facebook and Instagram), when you submit an enquiry form on their platforms — note that Meta also acts as its own controller for its platforms, under its own privacy policy
- Our website hosting provider
Others, where the law requires it. We may share information if we're legally obliged to — for example, with HMRC, regulators, or in response to a valid legal demand.
8. International transfers
Where possible we keep your information in the UK. Some of our service providers are based in, or support their services from, the United States. Where information leaves the UK, we rely on safeguards recognised under UK law — the UK–US Data Bridge where the provider is certified, or the UK's International Data Transfer Agreement or Addendum otherwise — so that your information gets equivalent protection.
You can contact us for more detail on the safeguards used for any particular provider.
9. How long we keep your information
| Information | How long |
|---|---|
| Enquiries that don't lead to a booking | Deleted 12 months after our last contact with you |
| Call recordings and transcripts | Deleted after 12 months |
| Booking and attendance records | Kept for 24 months after your appointment |
| Payment and financial records | Kept for 6 years, as required by UK tax law |
| Consent and opt-out records | Kept for as long as needed to honour and evidence your choices |
Deletion runs on an automated schedule. If you ask us to delete your information sooner, we will, unless the law requires us to keep it (for example, financial records).
10. How we keep it secure
Your information is encrypted in transit, stored with access controls on a need-to-know basis, and held with reputable providers. Our main database is hosted in the UK. No system is perfectly secure, but if a breach ever put your rights at risk, we would notify you and the ICO as the law requires.
11. Your rights
You have the right to:
- Access the personal information we hold about you
- Correct anything that's inaccurate
- Delete your information ("right to erasure")
- Restrict how we use it in certain circumstances
- Object to processing based on our legitimate interests
- Receive a copy of information you gave us in a portable format
- Withdraw consent at any time, where consent is our basis — including your consent for health information and automated contact
To use any of these rights, contact us at hello@adjustly.co.uk. We'll respond within one month. There's no fee unless a request is clearly unfounded or excessive.
12. Complaints
If you're unhappy with how we've handled your information, please tell us first — contact hello@adjustly.co.uk and we'll look into it and respond.
You also have the right to complain to the Information Commissioner's Office at any time: ico.org.uk/make-a-complaint or 0303 123 1113.
13. Cookies and the Meta Pixel
This website uses two kinds of cookies.
Essential cookies and logs. The technical cookies and server logs needed to make the site work and keep it secure. These don't require your consent and can't be switched off.
The Meta Pixel. We use the Meta Pixel to measure how well our advertising on Facebook and Instagram works — for example, whether someone who clicked one of our ads went on to make an enquiry. The Pixel sets cookies and shares limited information about your visit (such as the pages you viewed, and technical details like your IP address) with Meta Platforms. Meta also uses this information for its own purposes as a separate controller, as described in its privacy policy at facebook.com/privacy/policy.
We rely on your consent for the Pixel. It only runs if you accept it in the cookie banner when you first visit this site. You can change your mind at any time — reopen the cookie settings on this site, or block and delete cookies through your browser.
14. Changes to this policy
We'll update this page when anything changes, and change the date at the top. If a change significantly affects how we use your information, we'll take reasonable steps to bring it to your attention.
Adjustly is a booking service, not a healthcare provider. We do not examine, diagnose or treat anyone. All care is provided by independent clinics whose chiropractors are registered with the General Chiropractic Council. Adjustly is a trading name of Michael Maybury.