1. Introduction
These Terms and Conditions of Service (the "Terms") set out the agreement between AdviserAlly Limited, a company registered in England and Wales with its principal place of business in London ("AdviserAlly Limited", "we", or "us"), and the organisation or individual that subscribes to the AdviserAlly platform (the "Customer" or "you"). By creating an AdviserAlly workspace, executing an order form, or otherwise using the Service you agree to be bound by these Terms.
AdviserAlly is a business-to-business software service that provides UK businesses with AI-powered client relationship management, chatbot lead generation, landing page hosting, marketing automation (email and SMS), lead scoring, workflow automation, and activity reporting. These Terms follow industry practices adopted by leading UK software providers such as Sage, Xero, and Bupa for clarity on commercial commitments, regulatory safeguards, and customer responsibilities.
Notes for regulated businesses: AdviserAlly is also used by FCA-regulated financial planning and advice firms, SRA-regulated legal practices, and other regulated sectors. For these customers, the platform provides additional compliance tooling — including detailed audit trails, activity reporting, consent tracking, and record-keeping — aligned with the relevant regulator’s expectations. The Customer remains responsible for ensuring their use of the Service complies with their own regulatory obligations.
2. Definitions
- Applicable Law means all laws, regulations, and regulatory guidance in force from time to time in the United Kingdom, including any sector-specific regulations that apply to the Customer’s business (for example FCA, SRA, or professional-body rules), the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and the Privacy and Electronic Communications Regulations (PECR).
- Chatbot Widget means the embeddable JavaScript component provided by AdviserAlly Limited that the Customer may deploy on third-party websites to enable AI-powered conversations with website visitors.
- Landing Page means a hosted web page created by the Customer within AdviserAlly and served on a subdomain managed by AdviserAlly Limited for the purpose of lead capture and marketing.
- Order Form means an ordering document, online plan selection, or statement of work executed by the parties that sets out the applicable subscription plan, fees, and term.
- Service means the AdviserAlly software-as-a-service platform — including the CRM, AI chatbot builder, landing page editor, form builder, email and SMS messaging, workflow automation engine, ABCRank lead scoring, reporting, APIs, and related support services — provided by AdviserAlly Limited.
- Visitor Data means anonymised or pseudonymised information relating to individuals who interact with the Customer's Chatbot Widget or Landing Pages before becoming identified clients.
3. Account creation and access
You must ensure that any individual granted access to the Service is authorised to act on behalf of your organisation and meets applicable regulatory requirements. You are responsible for maintaining accurate account information, implementing secure authentication (including multi-factor authentication where provided), and promptly disabling access for users who leave your organisation.
AdviserAlly provides 35 granular role-based permissions. You are responsible for configuring permissions appropriately and reviewing access rights on a regular basis. AdviserAlly Limited may require verification of your identity or regulatory permissions before activating or continuing Service access. We reserve the right to refuse or suspend accounts that cannot satisfy due diligence checks in line with the practices of established UK SaaS providers.
4. Orders, fees, and billing
Subscription fees, user allowances, onboarding services, and payment terms are detailed in the applicable Order Form. Unless otherwise stated, fees are quoted in pounds sterling (GBP), exclusive of value added tax (VAT). VAT will be charged at the prevailing rate. Payments are processed through Stripe, our PCI-compliant payment partner.
Fees are payable in advance of each billing cycle and are non-refundable except where these Terms expressly state otherwise. We may increase pricing at renewal by providing at least 45 days' written notice. Late payments may result in temporary suspension of the Service until the balance is paid in full.
Plan tiers (Trial, Solo, Team, Partner) include specified limits on chatbots, clients, forms, knowledge sources, landing pages, and other resources. Usage beyond your plan limits will require an upgrade.
5. Trials and pilot programmes
AdviserAlly Limited may offer time-limited trials or pilot access to the Service. Trial access is provided on an "as-is" basis without warranty and may be withdrawn at any time. If you continue using the Service beyond the trial period, the subscription will convert to the paid plan specified in your Order Form or onboarding documentation. Trial workspaces are pre-populated with demonstration data that you may reset at any time.
6. Service delivery, availability, and support
AdviserAlly Limited will provide the Service using commercially reasonable skill and care consistent with UK SaaS industry standards. We target monthly availability of 99.5% excluding scheduled maintenance, force majeure events, and downtime caused by factors outside our reasonable control.
Support is available Monday to Friday, 09:00–17:30 UK time, excluding English bank holidays. Contact channels include in-product chat and email at [email protected]. We will acknowledge critical incidents within four business hours and provide regular status updates until resolution.
7. AI chatbot and widget services
AdviserAlly enables customers to build and deploy AI-powered chatbots on their own websites using the Chatbot Widget. The Customer acknowledges that chatbot responses are generated by artificial intelligence and must be reviewed for accuracy before reliance. The Customer is responsible for training the chatbot with appropriate knowledge sources and ensuring outputs comply with any sector-specific conduct rules that apply to the Customer’s business and with applicable advertising standards.
Notes for regulated businesses: Customers operating in regulated sectors (for example FCA-regulated financial advisers, SRA-regulated law firms, or CQC-regulated healthcare providers) must ensure chatbot outputs do not constitute regulated advice or a personal recommendation without appropriate human oversight. FCA-regulated customers should specifically review chatbot outputs against COBS 4 financial promotion rules.
AdviserAlly Limited does not warrant the accuracy of AI-generated responses. The Customer must ensure that any regulated advice or financial promotion delivered through the widget complies with Applicable Law. Visitor Data collected through the widget is processed in accordance with our Privacy Policy and Data Processing Addendum.
8. Landing page hosting
AdviserAlly provides hosting for marketing landing pages created by the Customer. Pages are served on subdomains managed by AdviserAlly Limited (e.g., act.success.adviserally.com). The Customer is solely responsible for the content published on their landing pages, including compliance with applicable advertising rules (for example the ASA CAP Code, or FCA financial promotion rules where the Customer operates in financial services), Advertising Standards Authority codes, and UK GDPR requirements for data collection forms.
Notes for regulated businesses: FCA-regulated advisory firms using landing pages to market financial products or services must comply with FCA COBS 4 financial promotion rules and retain copies/approvals in line with SYSC 9 record-keeping. Equivalent obligations apply to other regulated sectors.
AdviserAlly Limited reserves the right to remove or suspend landing pages that contain content which is unlawful, misleading, or in breach of these Terms or Applicable Law. We may collect anonymised analytics (page views, unique visitors, form submissions) to help the Customer measure performance.
9. Email and SMS communications
AdviserAlly integrates email sending (via Mailgun) and SMS messaging (via Twilio) on behalf of the Customer. The Customer warrants that all communications sent through the Service comply with PECR, UK GDPR, and any other applicable marketing laws. This includes maintaining valid consent or a lawful basis for each recipient, providing clear unsubscribe mechanisms, and accurately identifying the sender.
AdviserAlly Limited may suspend sending capabilities if we receive evidence of spam, phishing, or non-compliant communications originating from the Customer's workspace. We monitor delivery metrics to protect sender reputation and platform integrity.
10. Customer responsibilities and fair use
You must use the Service in accordance with these Terms, our Fair Use Policy, and Applicable Law. You remain responsible for the accuracy of information entered into AdviserAlly, ensuring AI-generated outputs are reviewed before client use, and maintaining secure integrations with your internal systems.
Excessive or automated activity that disrupts platform stability is not permitted. AdviserAlly Limited may apply reasonable technical safeguards (including rate limiting) to protect Service performance, consistent with the operational practices of other leading UK financial technology providers.
11. Data protection and processing
Each party will comply with Applicable Law relating to data protection, including the UK GDPR and Data Protection Act 2018. AdviserAlly Limited acts as processor of personal data uploaded by the Customer (including client records, form submissions, chatbot conversations, and landing page lead data) and will process such data solely in accordance with the Customer's documented instructions, the Order Form, and the Data Processing Addendum (DPA). AdviserAlly Limited remains a controller for account management, billing, analytics, and marketing data.
AdviserAlly Limited maintains technical and organisational measures aligned with ISO 27001-style controls adopted by peers such as Sage and Xero, including encryption in transit and at rest, role-based access controls, regular penetration testing, and vetted sub-processor agreements. Anonymous website visitor data is automatically purged after 30 days unless converted to a client record.
12. ABCRank lead scoring
AdviserAlly includes ABCRank, a proprietary lead-scoring algorithm that analyses six factors (email engagement, activity recency, profile completeness, chat sentiment, workflow progress, and demographics) to assign each contact a score from 0 to 100 and an A/B/C/D tier classification. ABCRank scores are guidance indicators only and do not constitute regulated advice or a formal recommendation.
The Customer acknowledges that lead scores are generated using algorithmic analysis and should be used as one input among many in the Customer's professional assessment. AdviserAlly Limited does not guarantee the accuracy of scores and is not liable for business decisions made in reliance on them.
13. Confidentiality
Each party will protect the other party's Confidential Information using at least the same degree of care it uses to protect its own confidential information, and not less than reasonable care. Confidential Information may only be disclosed to personnel who need to know it for the purpose of performing these Terms and who are bound by obligations of confidentiality. Obligations continue for five years after termination, except for trade secrets which remain protected until they enter the public domain.
14. Third-party services and integrations
The Service may interoperate with third-party applications or data sources, including email delivery providers (Mailgun), SMS providers (Twilio), payment processors (Stripe), and customer CRM systems. AdviserAlly Limited is not responsible for third-party services and does not warrant their continued availability. If a third-party provider discontinues or materially alters its service, AdviserAlly Limited may modify or discontinue the affected integration without liability.
15. Intellectual property rights
AdviserAlly Limited (and its licensors) retain all rights, title, and interest in and to the Service, including software, algorithms (including ABCRank), documentation, and branding. Subject to timely payment of fees, AdviserAlly Limited grants the Customer a limited, non-exclusive, non-transferable licence to use the Service for internal business purposes during the subscription term. Customer-provided content — including client records, landing page content, chatbot knowledge sources, and email templates — remains the property of the Customer.
Feedback you voluntarily provide may be used by AdviserAlly Limited to improve the Service without obligation to you, consistent with the approach used by comparable UK SaaS platforms.
16. Warranties and disclaimers
AdviserAlly Limited warrants that it has the right to supply the Service and that the Service will materially conform to the documentation. AI-generated outputs (including chatbot responses, lead scores, and analytics summaries) are provided as decision-support tools and are not warranted for accuracy. Except as expressly stated, the Service is provided on an "as available" basis and we disclaim all other warranties, including implied warranties of satisfactory quality, fitness for a particular purpose, and non-infringement to the fullest extent permitted by law.
17. Mutual indemnities
AdviserAlly Limited will defend and indemnify you against claims that the Service infringes any UK intellectual property right, provided you promptly notify us and allow us to control the defence. You will defend and indemnify AdviserAlly Limited against claims arising from (a) use of the Service in breach of these Terms or Applicable Law, (b) customer data or landing page content that infringes third-party rights, (c) non-compliant email or SMS communications sent through AdviserAlly, or (d) instructions provided by you that cause us to process data unlawfully.
18. Limitation of liability
Nothing in these Terms limits liability for death or personal injury caused by negligence, fraud, fraudulent misrepresentation, or any other liability that cannot be limited under Applicable Law. Subject to the foregoing, each party's total aggregate liability arising out of or related to these Terms is limited to the fees paid or payable in the 12 months preceding the event giving rise to the claim. Neither party will be liable for indirect or consequential losses, loss of profits, loss of goodwill, or loss of data (except where recovery is mandated by law).
19. Suspension and termination
Either party may terminate these Terms for material breach that remains unremedied 30 days after written notice. AdviserAlly Limited may suspend the Service immediately where reasonably necessary to address security risks, non-payment, non-compliant communications, or suspected legal violations. We will notify you of the reason for suspension and work with you to restore access once the issue is resolved.
20. Consequences of termination
Upon termination or expiry, your access to the Service will cease. Published landing pages will be taken offline and chatbot widgets will stop responding. AdviserAlly Limited will make customer data (including client records, form submissions, chatbot transcripts, and landing page content) available for export for 30 days following termination, after which the data will be securely deleted unless retention is required by Applicable Law. Sections relating to confidentiality, intellectual property, payment obligations, limitations of liability, and governing law survive termination.
21. Changes to the Service or Terms
We may enhance or modify the Service to maintain security, improve functionality, or reflect regulatory changes. AdviserAlly Limited will provide at least 30 days' notice of material changes that negatively impact core functionality. We may update these Terms from time to time. Continued use of the Service after the effective date of updated Terms constitutes acceptance of the changes.
22. Force majeure
Neither party will be liable for delay or failure to perform obligations (other than payment obligations) due to events beyond its reasonable control, including natural disasters, labour disputes, internet or utility outages, government actions, or pandemics, provided that the affected party notifies the other party and resumes performance as soon as practicable.
23. Governing law and jurisdiction
These Terms and any dispute or claim (including non-contractual disputes or claims) arising out of or in connection with them are governed by the laws of England and Wales. The parties irrevocably submit to the exclusive jurisdiction of the courts of England and Wales, subject to any mandatory protections that apply to you as a consumer (if relevant).
24. Contact details
Questions about these Terms should be sent to [email protected] or addressed to AdviserAlly Limited, 20-22 Wenlock Road, London N1 7GU, United Kingdom.