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Privacy policy

Last updated: 8 October 2026

This privacy policy explains how Hypefactors A/S, the company behind Atlastic, collects and uses personal data when you visit atlastic.ai, contact us, sign up for our newsletter or use Atlastic, and what rights you have. “We”, “us” and “our” mean Hypefactors A/S.

Who is responsible for your data

Atlastic is a product of Hypefactors A/S. Hypefactors A/S is the data controller for the personal data described in this policy, except where we process data on behalf of our customers (see “Customers and users of Atlastic”).

Hypefactors A/S
Fiolstræde 10, 3. sal
1171 København K
Denmark
Email: [email protected]

What we collect and why

When you visit our website

When you visit atlastic.ai, your browser sends technical information such as your IP address, browser and device type, the pages you request, the website you came from and the time of your visit. Our hosting provider, Cloudflare, uses this information to deliver the website to you and to protect it against attacks and misuse, and keeps it in security logs for a short period.

Legal basis: our legitimate interest in running a secure, working website (GDPR art. 6(1)(f)).

With your consent, we also use cookies for marketing. See “Cookies” below.

When you request a demo or contact us

When you request a demo, our form asks for your first and last name, job title, organisation, company email and industry, and optionally your phone number. With the request we also receive the address of the page you sent it from and, if you have accepted marketing cookies, the HubSpot visitor ID that links the request to your earlier visits to our website. When you contact us by email, phone or otherwise, we receive the information you give us.

We use this information to answer you, to arrange and hold the demo, to follow up with relevant information about our products, and to keep track of our contact with you in our customer relationship management (CRM) system, HubSpot. Because Hypefactors A/S is the company behind both Atlastic and hypefactors.com, the two websites share one HubSpot account: your details are stored in Hypefactors’ CRM, together with the contacts from hypefactors.com.

Legal basis: our legitimate interest in answering enquiries and developing business relationships, and steps you ask us to take before entering into a contract (GDPR art. 6(1)(f) and (b)).

You don’t have to give us your details, but we can’t answer your request without them.

If you write to us about a job, we use what you send us only to assess your application, and delete it 180 days after we receive it. If we hire you, your application becomes part of your personnel file. We only keep your application for future positions if you agree to that separately.

Newsletter and marketing emails

When you sign up for our newsletter, we receive your email address and your consent to receive the Atlastic newsletter. We send our newsletter and other marketing emails through HubSpot, which records whether an email is opened and which links are clicked, so we can see which content our readers find useful.

We only send marketing emails to people who have agreed to receive them. Every email has an unsubscribe link, and you can also ask us to stop at any time.

Legal basis: your consent (GDPR art. 6(1)(a)).

Customers and users of Atlastic

If your organisation subscribes to Atlastic – its platform, API or data feeds – or you use them, we process:

  • account and contact details, such as your name, work email, job title, organisation and login details
  • information about how you use Atlastic, such as log-ins, the features and data you use and technical logs
  • information about invoicing and our communication with you, for example support requests

We use this information to provide Atlastic under our agreement, to give support, to keep Atlastic secure, to send you service messages about your account and Atlastic, to invoice, and to improve our products.

Legal basis: the contract with our customer (GDPR art. 6(1)(b)); for users who work for a customer, our legitimate interest in providing Atlastic to that customer (art. 6(1)(f)); for accounting records, our legal obligation under the Danish Bookkeeping Act (art. 6(1)(c)).

Any content our customers add to Atlastic is processed on the customer’s behalf. For that content the customer is the data controller and we are its data processor, under our customer agreement and data processing agreement. If your personal data is part of a customer’s content, please contact that customer; we will help them answer your request.

People mentioned in media coverage

Atlastic analyses published news and media coverage about companies to measure how they are perceived, for example on trust, reputation, risk and ESG. This coverage can name people, such as executives and spokespeople, and some of our signals concern how a company’s leaders are perceived in the media, for example the reputation of its CEO. We process the coverage as it was published, with its source and date, and the results of our analysis of it.

Legal basis: our and our customers’ legitimate interest in analysing public media coverage, in line with the freedom of expression and information (GDPR art. 6(1)(f)). The information comes from public sources. As we usually have no way of contacting the people mentioned, we give this information here. You have the right to object to this processing (see “Your rights”).

Cookies

Cookies are small files that a website stores in your browser; similar technologies, such as pixels and local storage, work in the same way. We group them by purpose: necessary, statistics and marketing. On atlastic.ai we currently use:

  • Necessary: needed for the website to work, for example to remember your cookie choices. They don’t need your consent
  • Marketing: HubSpot, which recognises returning visitors, records which pages they visit, links this to a form they send us and provides our chat

We don’t use statistics cookies on atlastic.ai at present, so our cookie banner only asks about marketing cookies. We only set marketing cookies, and only load HubSpot’s tracking, if you accept them in our cookie banner. You can change or withdraw your consent at any time via “Cookie settings” at the bottom of every page or on our cookie declaration, which lists each cookie with its purpose, provider and how long it is kept.

Legal basis: your consent for marketing cookies (GDPR art. 6(1)(a)); our legitimate interest in a working, secure website for necessary cookies (art. 6(1)(f)).

How long we keep your data

We keep personal data only as long as we need it for the purposes described above, or as long as the law requires:

  • Website logs: for a short period, for security and troubleshooting
  • Demo requests and other business contacts: while we are in contact or have a business relationship with you and the information is relevant; we regularly clean up our CRM and delete contacts we no longer need
  • Newsletter: until you unsubscribe or withdraw your consent; after that we keep a record that you unsubscribed, so that we don’t email you again
  • Job applications: 180 days after we receive them
  • Customer and user data: for as long as the customer agreement runs, and afterwards as set out in the agreement; accounting records for five years, as the Danish Bookkeeping Act requires
  • Media coverage: for as long as it is relevant for the services we provide to our customers
  • Cookies: as stated in our cookie declaration

Who receives your data

We don’t sell personal data. We share it with service providers that process it on our behalf and on our instructions (data processors), under data processing agreements, and only as far as they need it:

  • Cloudflare: hosting and security of our website
  • HubSpot: our CRM, shared with hypefactors.com, the website forms, newsletters and marketing emails, website tracking and chat. Our HubSpot account is hosted in HubSpot’s EU data centre
  • Google: Google Workspace (our email and documents)
  • other suppliers of hosting, infrastructure, support and accounting services for Atlastic and our business

We may also share personal data with our professional advisers, such as auditors and lawyers, with public authorities when the law requires it, and with a buyer or investor if all or part of our business is sold.

Transfers outside the EU/EEA

Some of our providers, such as Cloudflare, HubSpot and Google, belong to groups based in the US or use sub-suppliers outside the EU/EEA, so your data may be transferred to or accessed from countries outside the EU/EEA, including the US. We make sure that such transfers are protected: by the EU–US Data Privacy Framework where the recipient is certified under it, or otherwise by the European Commission’s standard contractual clauses. Contact us if you would like more information.

How we protect your data

We use technical and organisational measures to protect personal data against loss, misuse and unauthorised access, such as encrypted connections, access limited to the people who need it, and service providers bound by data processing agreements.

Your rights

Under the GDPR you have the right to:

  • access the personal data we hold about you and receive a copy
  • have incorrect data corrected
  • have your data deleted
  • restrict our processing of your data
  • receive the data you have given us in a structured, machine-readable format and have it transferred to someone else (data portability)
  • object to processing based on our legitimate interest, and at any time to the use of your data for direct marketing
  • withdraw your consent at any time where we process your data based on consent; this doesn’t affect the processing before you withdrew it

To use your rights, email [email protected]. We answer within one month and may ask you to confirm your identity first. Some rights are limited by law – for example, we must keep accounting records – and we will tell you if a limit applies. For data in a customer’s content, please contact the customer (see “Customers and users of Atlastic”).

We don’t make decisions about you based solely on automated processing that have legal or similarly significant effects for you.

Complaints

If you think we handle your personal data incorrectly, you can complain to the Danish Data Protection Agency (Datatilsynet):

Datatilsynet
Carl Jacobsens Vej 35
2500 Valby
Denmark
Email: [email protected]
Website: www.datatilsynet.dk

We would appreciate the chance to look into your concern first, so please contact us as well.

Changes to this policy

We update this policy when the way we use personal data changes. The date at the top shows when it was last updated. If we make significant changes, we will point them out on our website or, where appropriate, by email.

Contact

Questions about this policy or about how we handle your personal data? Email [email protected] or write to Hypefactors A/S, Fiolstræde 10, 3. sal, 1171 København K, Denmark.