Privacy Policy

Last updated: 18 October 2026 · SquareCode UK Limited, trading as CliniForm, United Kingdom

This Privacy Policy explains how SquareCode UK Limited, trading as CliniForm ("we", "us", or "our") collects, uses, stores, and protects personal data when you visit https://cliniform.co.uk, create an account, use our software platform, or otherwise interact with us.

CliniForm is a trading name of SquareCode UK Limited, a company registered in England and Wales (company number 17298176). Our registered office is 128 City Road, London, EC1V 2NX, United Kingdom.

We are committed to protecting your privacy and handling personal data in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and the Privacy and Electronic Communications Regulations (PECR) where applicable.

1. Who this policy applies to

This policy applies to:

  • Practice users — therapists, clinic owners, managers, and staff who register for and use CliniForm;
  • Website visitors — anyone who browses our marketing website at cliniform.co.uk (and related CliniForm properties);
  • End clients — individuals who complete consultation forms hosted by our practice users (in this case, the practice is usually the data controller and we act as a data processor — see section 8).

2. Data we collect

2.1 Information you provide to us

  • Account registration details (name, email address, practice name, password);
  • Billing and subscription information (processed via our payment provider, Stripe);
  • Communications you send to us (support requests, feedback, enquiries);
  • Content you upload or create within the platform (form templates, treatment notes, practice settings, and staff-composed Messages content);
  • Optional Practice Growth connection authorisations and the website or property you select (see section 5A);
  • Optional Google Mail / Gmail connection details for Messages outbound email (see section 5B).

2.2 Information collected automatically about CliniForm visitors and users

  • Device and browser information, IP address, and general location (country/region);
  • Log data (pages visited on CliniForm, features used, timestamps, error reports);
  • Cookie and similar technology data on the CliniForm website and product (see our Cookie Policy);
  • Where configured, first-party analytics tags on the CliniForm marketing site (for example Google Analytics / Google Ads tags for cliniform.co.uk). This measures our visitors and campaigns — it is not the same as analytics imported from a practice’s own website via Practice Growth.

2.3 Client consultation data

When a practice uses CliniForm to collect consultation forms, the data submitted by end clients may include names, contact details, health information, signatures, and other sensitive personal data. This is processed on behalf of the practice.

2.4 Practice website and search performance data (Practice Growth)

If a practice enables Practice Growth and optionally connects Google Search Console, Google Analytics 4 and/or Bing Webmaster Tools, we process connection credentials and imported performance metrics as described in section 5A. This is practice business/website data, not clinical consultation records.

3. How we use your data

We use personal data to:

  • Provide, maintain, and improve the CliniForm platform;
  • Create and manage your account and organisation;
  • Process subscriptions and payments;
  • Send service-related communications (account notices, security alerts, product updates);
  • Provide customer support;
  • Monitor usage, troubleshoot issues, and protect against fraud or abuse;
  • Where Practice Growth is used, report website and search performance, recommend improvements and track changes over time;
  • Comply with legal obligations.

We may send marketing communications where permitted by law and where you have opted in. You can unsubscribe at any time.

4. Lawful bases for processing

Under UK GDPR, we rely on the following lawful bases:

  • Contract — to provide the service you have signed up for, including optional Practice Growth features you enable;
  • Legitimate interests — to operate, secure, and improve our platform, provided your rights are not overridden;
  • Legal obligation — where we must comply with applicable law;
  • Consent — for optional marketing and non-essential cookies on our marketing site, where required.

Authorising a Google or Bing connection in Practice Growth is a product permission that lets CliniForm access the APIs you choose on your behalf. That authorisation is not automatically treated as UK GDPR consent for every related processing activity. Where we act as a processor for Practice Growth data (see section 8), we process it under the practice’s instructions and our contract with the practice. Where we are a controller (for example for practice account data), the bases above apply.

Special category data (such as health information in consultation forms) is processed by practices for the provision of health or social care. Where we process such data on behalf of practices, we do so under appropriate contractual safeguards.

5. Data sharing

We do not sell your personal data. We may share data with:

  • Service providers who help us run the platform (UK/EEA cloud hosting, email delivery, payment processing via Stripe, and — where a practice uses rank tracking — SerpApi for licensed search-result observations based on keywords and locations the practice configures);
  • Professional advisers (lawyers, accountants) where necessary;
  • Authorities if required by law or to protect rights and safety.

Contracts with subprocessors include data protection obligations consistent with UK GDPR.

Google user data and AI: Data obtained through Google APIs used by CliniForm (including Practice Growth connections and Google Mail / Gmail for Messages) is retained in CliniForm’s application database for the practice that connected the relevant service. That Google-derived data is not sent to CliniForm’s own generalised AI/ML models, and is not sent to third-party AI model providers for generation, fine-tuning, evaluation, or training. Separate CliniForm AI features (for example clinical note assistance) use only the data those features are designed to process and do not pull Google Mail tokens, Gmail API payloads, Practice Growth connection metrics, or Messages content obtained from Google APIs. If we propose to use Google user data with AI in a new way, we will inform affected users and obtain any additional consent required before that processing begins — a policy update alone does not authorise new uses of Google user data.

SerpApi receives the practice’s configured keyword, location, language and device parameters to return licensed SERP snapshots. That path is separate from Google and Bing account connections and does not use Search Console, Analytics or Bing connection credentials.

5A. Practice Growth and connected accounts

Practice Growth is an optional Pro App. Practices choose whether to connect accounts. Available connections and their permissions are explained before you authorise access.

Connections and information accessed

A practice may optionally connect its own:

  • Google Search Console (read-only scope webmasters.readonly, plus identity scopes used to show which Google account connected);
  • Google Analytics 4 (read-only scope analytics.readonly, plus identity scopes);
  • Bing Webmaster Tools via Microsoft OAuth (scope webmaster.read).

After authorisation, the practice selects which verified website or property relates to their CliniForm site. Depending on the connection, we may access and store:

  • Account details — for Google connections, the connected account email address (from Google userinfo) for display in the Connections screen;
  • Credentials — OAuth access and refresh tokens. Connection credentials are encrypted at rest and associated with your practice’s account;
  • Resource identifiers — the selected Search Console property URL, GA4 property ID, or Bing site URL, and related labels;
  • Performance metrics — for example clicks, impressions, CTR, average position, top queries and pages (Search Console); organic sessions, users and key events (GA4); clicks and impressions (Bing). Search queries and page URLs imported from Search Console are stored alongside the relevant performance figures.

Purpose

We use this information only to provide Practice Growth: website performance reporting, improvement recommendations based on audits and imported metrics, and tracking changes over time inside the practice’s CliniForm organisation. Search Console and GA4 access are read-only under the scopes above. We do not use connected Google user data to serve ads, sell data, or train generalised AI models.

Storage and access

Connection credentials are encrypted at rest and associated with your practice’s account. Imported performance metrics are stored in CliniForm’s application database for your organisation, protected in transit with TLS and by access controls. Health answers, treatment notes and clinical files use separate clinical encryption.

Access within CliniForm is limited to authorised users of that organisation who have Practice Growth permissions. SquareCode UK Limited staff do not access Google user data from Practice Growth for support unless the practice has given affirmative agreement for that access, except where narrowly necessary for security incident response or to meet a legal obligation. Such exceptional access is limited to what is required and is logged.

Sharing and AI processing

As stated in section 5, imported Google and Bing Practice Growth metrics are not transmitted to AI model providers. Hosting and database subprocessors process CliniForm application data (including Practice Growth records) under their contractual security measures in order to run the service. SerpApi may receive practice-configured keyword checks for rank tracking. Google and Microsoft receive OAuth traffic when a practice connects or refreshes tokens.

CliniForm’s use and transfer of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements.

Disconnecting and deletion

  • Disconnect in CliniForm (Practice Growth → Connections) stops future imports for that provider and removes locally stored OAuth credentials and selected resource identifiers for that connection. Previously imported metrics and generated reports remain until deleted under the controls below.
  • Delete imported metrics in Connections permanently removes stored performance metrics for that provider and website from the live CliniForm database, clears related import caches for that connection, and removes generated Practice Growth report files for that website. It does not revoke the grant at Google or Microsoft.
  • Revoking in Google or Microsoft (for example Google Account → Security → Third-party access, or Microsoft account permissions) is separate from disconnecting in CliniForm. Revoking there stops new token refresh; CliniForm may still hold previously imported metrics until you delete them or retention runs.
  • Automatic retention: imported connection metrics older than 730 days, rank observations older than 730 days, and crawl snapshots older than 365 days are removed by scheduled retention jobs.
  • Organisation deletion: deleting the CliniForm organisation removes that practice’s Practice Growth data from the live system, including connections, metrics, crawls, keywords and report records, and deletes associated report files.
  • Module uninstall: uninstalling Practice Growth clears that organisation’s Practice Growth data, including encrypted connection credentials, imported metrics, generated reports and related files.
  • Backups: Deleted information may remain in encrypted backups for up to 35 days before those backups expire.

To request help with Practice Growth deletion or other privacy rights, email privacy@cliniform.co.uk. Live deletion is available through the product controls above. Deleted information may remain in encrypted backups for up to 35 days before those backups expire.

5B. Messages and Google Mail / Gmail

Messages is CliniForm’s practice communications feature. A practice may optionally connect its own Google account so staff can send client emails from that address inside CliniForm.

Information obtained through Google identity and Gmail APIs

When a practice connects Google for Messages, CliniForm requests only:

  • openid and email — to identify the connected Google account;
  • https://www.googleapis.com/auth/gmail.send — to send email that practice staff compose in CliniForm.

Through those APIs CliniForm obtains and stores:

  • Account identity — the connected Google account email address and display name (from Google OpenID userinfo), used as the practice’s outbound From address in Messages;
  • OAuth credentials — access and refresh tokens, encrypted at rest and associated with the practice’s CliniForm organisation;
  • Send acknowledgements — Gmail message and thread identifiers returned after a successful send, stored with the corresponding CliniForm conversation for delivery tracking and threading.

CliniForm does not use Google Mail connection credentials to read, list, import, search, or watch the user’s Gmail inbox. Client replies are routed through CliniForm’s conversation Reply-To handling rather than Gmail inbox import.

Staff-composed email content (not obtained from Google APIs)

Subject lines, message bodies, and attachments that practice staff write or attach in CliniForm Messages are practice content entered in CliniForm. They are stored in the practice’s CliniForm organisation so the conversation history can be shown to authorised staff, and are transmitted to Gmail only as the payload of a send request. That content is not “user data obtained through Workspace APIs” in the sense of being read from Google; Google is used as the delivery channel for content the practice already created in CliniForm.

Purpose, retention, and AI

We use Google Mail connection data only to provide Messages outbound email from the practice’s own address. We do not use Google Mail / Gmail user data to serve ads, sell data, develop, improve, evaluate, fine-tune, or train generalised AI and/or ML models — whether CliniForm’s own models or models operated by third-party AI providers.

Messages content is retained according to the practice’s inbox retention setting (default seven years, configurable per organisation, subject to minimum and maximum limits enforced by the platform). Message bodies may be redacted under that retention job. Disconnecting Google in Email Settings removes locally stored OAuth credentials for that connection. Revoking CliniForm access in the Google Account is separate and stops token refresh.

CliniForm’s use and transfer of information received from Google APIs for Messages adheres to the Google API Services User Data Policy, including the Limited Use requirements.

To request help with Messages / Google Mail deletion or other privacy rights, email privacy@cliniform.co.uk.

6. International transfers

Your data is primarily stored and processed within the United Kingdom and/or the European Economic Area. Some subprocessors may process data outside the UK (for example Stripe, Google or Microsoft when you connect their services, and SerpApi when rank tracking is used). Where we transfer data outside the UK, we ensure appropriate safeguards are in place (such as UK International Data Transfer Agreements, adequacy regulations, or the provider’s documented transfer mechanisms).

7. Data retention

We retain personal data only for as long as necessary for the purposes described in this policy, including:

  • Account data — for the duration of your subscription and a reasonable period afterwards;
  • Billing records — as required for tax and accounting purposes (typically up to 6 years);
  • Support communications — typically up to 3 years;
  • Consultation data — retained according to the practice's settings and instructions while their account is active;
  • Messages conversation content — according to the practice’s inbox retention setting (default seven years), after which message bodies are redacted from the live database;
  • Google Mail OAuth credentials — for as long as the practice keeps Google connected for Messages; removed from the live connection when Google is disconnected in Email Settings;
  • Practice Growth imported metrics — up to 730 days in the live database (default 24 months), unless deleted earlier by the practice;
  • Practice Growth rank observations — up to 730 days;
  • Practice Growth crawl snapshots — up to 365 days;
  • Encrypted backups — deleted information may remain for up to 35 days before those backups expire.

8. Practice users and end clients

If you are a therapist or clinic using CliniForm, you are typically the data controller for personal data relating to your clients. CliniForm (operated by SquareCode UK Limited) acts as a data processor when storing and processing that data on your behalf.

You are responsible for providing your clients with an appropriate privacy notice, obtaining any necessary consents, and using the platform in compliance with UK data protection law.

For Practice Growth, the practice is typically the data controller of its connected Google/Bing account data and website metrics. SquareCode UK Limited acts as a data processor, processing that data to provide the Practice Growth features the practice enables, under the practice’s instructions and our agreement with the practice. SquareCode UK Limited remains the controller of its own platform, account and billing data.

9. Your rights

Under UK GDPR, you have the right to:

  • Access your personal data;
  • Rectify inaccurate data;
  • Erase your data in certain circumstances;
  • Restrict or object to processing;
  • Data portability (where applicable);
  • Withdraw consent at any time (where processing is based on consent), and disconnect Practice Growth connections at any time;
  • Lodge a complaint with the Information Commissioner's Office (ICO).

To exercise your rights, contact us at privacy@cliniform.co.uk. We will respond within one month, as required by law.

For more detail on GDPR rights, see our GDPR page.

10. Security

We implement appropriate technical and organisational measures to protect personal data, including TLS 1.2+ in transit, AES-256 encryption of health answers, treatment notes and clinical files at rest, encryption of integration credentials (including Practice Growth and Google Mail / Gmail OAuth tokens), access controls, and regular security reviews. Practice Growth metrics and Messages data are protected with organisation-scoped access controls and TLS in transit. No method of transmission over the internet is completely secure; we cannot guarantee absolute security.

11. Children

CliniForm is not intended for use by individuals under 18. Practices must not use the platform to collect data from minors without appropriate authority and safeguards.

12. Changes to this policy

We may update this Privacy Policy from time to time. We will post the revised version on this page and update the "Last updated" date. Material changes may be notified by email or through the platform.

Updating this policy alone does not permit new uses of Google user data. Where we intend to process Google user data (including Practice Growth connection data or Google Mail / Gmail connection data) for a new purpose — including any use with AI or ML — we will inform affected users and obtain any additional consent required before that processing begins.

13. Contact us

If you have questions about this Privacy Policy or how we handle personal data, contact:

SquareCode UK Limited (trading as CliniForm)
128 City Road, London, EC1V 2NX
Email: privacy@cliniform.co.uk