Privacy policy
How we handle personal data on this website. Last updated 12 November 2026.
Who we are
This website, axel.live, is operated by Axel Intelligence LLC ("Axel", "we"). We are the controller of the personal data described in this policy. You can reach us about privacy at info@axel.live.
What this policy covers
This policy covers the public website only: what we collect when you browse it or send us a demo request. It does not cover the Axel product, which is governed by the agreement with your organisation.
What we collect and why
Demo requests. When you submit the demo request form we receive what you type into it: your name, work email, company and any message. We use it to reply to you and to arrange the walkthrough you asked for. Our legal basis is taking steps at your request before entering into a contract, and our legitimate interest in responding to business enquiries.
Research sessions. We sometimes invite delivery professionals to paid feedback sessions, through sign-up forms on our website or on Facebook, Instagram and LinkedIn. When you sign up, we receive your name, email and your answers to a few questions about your work, such as your role, fleet size and the routing software you use. We use them only to check that the session is a fit for you, to schedule it and to send your payment, and we delete them within 12 months. If you take part, we use your PayPal email address only to pay you. Our legal basis is taking steps at your request and our legitimate interest in improving our product.
Usage analytics with PostHog. We use PostHog, hosted in the European Union (Frankfurt), to understand which pages are visited, in what order, and where visitors leave, so that we can improve the site. We record page views and a small set of actions: opening the demo form and submitting it, clicking a call-to-action button, opening or downloading the benchmark report, and using the cost calculator. We never record what you type into a form. We do not record your screen or session.
For visitors in Europe (the EEA, the United Kingdom and Switzerland), PostHog runs in cookieless mode: it stores nothing on your device, and counts visits using a short-lived anonymous identifier computed on PostHog's servers that changes every day and cannot be used to recognise you later. For visitors elsewhere, PostHog sets a first-party cookie so that a returning visitor is counted as the same visitor. Our legal basis is our legitimate interest in measuring and improving our website in a privacy-preserving way.
Usage analytics with Google Analytics. We also use Google Analytics 4, provided by Google Ireland Limited, for aggregate traffic and search reporting. Google Analytics sets cookies (for example _ga). For visitors in Europe we load Google Analytics only after you accept it in the cookie banner, and our legal basis is your consent. If you decline, it is never loaded. For visitors elsewhere it loads with the page.
We also use advertising measurement pixels, including OpenAI's, to measure the results of our ad campaigns. In Europe these load only if you accept analytics cookies.
Company identification (United States only). For visitors whose browser is set to a US time zone, we use RB2B, a service that matches the IP address and browser information of a visit against business data to tell us which company the visit most likely came from, so that we can see which businesses are interested in Axel. RB2B may set cookies for this. We do not use it to identify individual people, and it is never loaded for visitors in Europe.
Technical logs. Like any website, our servers process your IP address and browser details in order to deliver pages and to keep the service secure. These logs are kept briefly and are not used to profile you.
Cookies and similar technologies
Cookie choice (browser storage "axel-cookie-consent"): remembers whether you accepted or declined analytics cookies, so we do not ask again. Strictly necessary.
Google Analytics (_ga, _ga_*): distinguishes visitors for Google Analytics, for up to two years. In Europe, set only if you accept.
PostHog (ph_*): recognises a returning visitor for PostHog. Not set for visitors in Europe.
You can change your mind at any time with the "Cookie settings" link at the bottom of every page (shown to visitors in Europe), or by clearing cookies in your browser.
Who we share data with
We use service providers who process data on our behalf: PostHog (analytics, EU hosting), Google (analytics), our hosting and storage providers, and our email delivery provider for demo request notifications. We do not sell personal data and we do not use it for advertising.
International transfers
Some providers are based in, or may access data from, countries outside the EEA and the United Kingdom, including the United States. Where that happens we rely on an adequacy decision or on the European Commission's standard contractual clauses (and the UK addendum where applicable).
How long we keep data
Demo requests are kept for as long as we are in contact with you about Axel, and are deleted when they are no longer needed for that purpose or when you ask us to delete them. Analytics data is kept for up to 14 months and then deleted or aggregated.
Your rights
Depending on where you live, you have the right to access, correct, delete or receive a copy of your personal data, to object to or restrict our use of it, and to withdraw consent at any time without affecting what was done before. To use these rights, write to info@axel.live. You also have the right to complain to your data protection authority; in the United Kingdom that is the Information Commissioner's Office.
Changes to this policy
We will post any changes on this page and update the date below. Last updated: 12 November 2026.