Privacy policy
Effective November 9, 2026
Who we are and what this covers
Futurm (Futurm, Inc., 23 Orkney Cres., Etobicoke, ON M9A 2T4, Canada) is a consumer insights agency for food and beverage brands. This policy explains what personal information we collect through www.futurm.co and dashboards.futurm.co, how we use it, and the choices you have. Questions go to insights@futurm.co.
It covers visitors to our website, people who sign up for or ask about a dashboard, people referred to us, and the teams at our client brands who log in to their dashboards.
What we collect
We collect only what you give us through our forms, what our clients' teams do in their dashboards, and the technical basics needed to run the site safely.
| Where it comes from | What we collect |
|---|---|
| Dashboard sign-up form | Your name, work email and role; your brand's name and website; what you make and where you sell it; the brands you compete with; your questions; how you heard about us; good times for a call; and, if a brand referred you, that brand's name and its contact's name and email |
| Contact and preview request forms | Your name, email and message |
| Refer a brand (inside a client dashboard) | The referring person's name and email, the referred brand, the name and email of the person to contact there, and any note |
| Logins | For each personal login: name, email, brand and role. Passwords are stored only in scrambled form, so we can't read them |
| Dashboard use, by logged-in client teams | Which tabs and sections each person opens and for how long, what they search for, the questions they ask Ask Claude, the articles they open, and how they sort items in My List |
| Help, issue and deep dive requests | Your name, email, message, the page you were on, and any file you attach |
| Technical data | Your IP address, browser type and the time of each request. We use IP addresses in scrambled form only, to limit repeated login tries and form spam |
Public posts and reviews. Our dashboards analyze publicly posted product reviews and social media comments about food and beverage brands. These can include the public username and text the author chose to post. We use them to measure what shoppers think about brands, not to profile people. We don't try to identify the people behind them, and we don't contact them.
How we use it
We use your information to answer you, run your dashboard and improve our service. That means we use it to:
- reply to sign-ups, questions and requests, and set up and run dashboards;
- contact a brand you referred, once, to tell them about Futurm, and give both brands the referral credit;
- keep your login secure, and send sign-in links and password reset emails;
- see which parts of the dashboards client teams use, so we can improve them and report usage to that client;
- answer Ask Claude questions and write custom reports;
- keep the site secure and working.
What we never do: we don't sell your personal information, we don't share it for advertising, and we don't use advertising or third-party tracking cookies.
Who we share it with
We share personal information only with the service providers that run the site for us, under their own privacy and security terms, and only for the purposes below.
| Provider | What they do for us | What they receive |
|---|---|---|
| Cloudflare | Hosts the website and dashboards, and stores logins, form entries and usage records | Everything collected on the site |
| Resend | Sends our emails (alerts to Futurm, sign-in links, password resets) | Email addresses and the content of those emails |
| Google Workspace | Futurm's email, and encrypted backups of our research data on Google Drive | Form entries emailed to us; backups Google can't read |
| Google Fonts | Supplies the typefaces our pages use | Your IP address and browser details when a page loads |
| Anthropic (Claude) | Answers Ask Claude questions and writes custom reports; also helps us read public reviews and posts | The question asked and the dashboard data needed to answer it |
| Apify | Collects public reviews and social posts for our analysis | Nothing about you; it only fetches public pages |
Within a client, usage of that client's dashboard may be reported to the client. We may also disclose information when the law requires it, to protect our rights or users' safety, or to a buyer if Futurm's business is sold, under the same protections as this policy.
Cookies and browser storage
We use one kind of cookie: a sign-in cookie that keeps you logged in to your dashboard. It expires after 30 days, can only be read by our site, and isn't used for anything else. The public website sets no cookies.
The dashboards also save a few preferences in your own browser (for example, items you saved to My List, or that you've already seen the welcome header). These stay on your device. We use no advertising, analytics or social media tracking cookies.
How long we keep it, and security
We keep information only as long as we need it.
| Information | How long we keep it |
|---|---|
| Sign-ups, contact requests and referrals | Up to 2 years after our last contact, unless you become a client |
| Logins and dashboard usage | While your brand is a client, and up to 12 months after |
| Help, issue and deep dive requests | Up to 2 years |
| Security records (login tries, spam limits) | Up to 15 minutes to 2 days |
| Records of errors on the site | 14 days |
We protect your information with encrypted connections (HTTPS), passwords stored only in scrambled form, sign-ins that expire, limits on repeated login tries, and encrypted backups. Only Futurm staff can see form entries and usage. No system is perfectly secure; if a breach affects your information, we'll tell you as the law requires.
Your choices and rights
You can ask us at any time to show you the personal information we hold about you, correct it, delete it, or stop contacting you. Email insights@futurm.co and we'll reply within 30 days. We won't treat you differently for asking. Depending on where you live (for example California, Canada or the EU), you may have more rights under local law, and we'll honour them.
Referrals. If you refer a brand, please make sure the person you name is happy for you to share their name and email with us. We'll contact them once about Futurm, and not again unless they reply.
Children. Our site and dashboards are for businesses and aren't meant for anyone under 16. We don't knowingly collect children's information.
Changes. If we change this policy, we'll update the date at the top and, for significant changes, tell clients by email.
Contact. insights@futurm.co · Futurm, Inc., 23 Orkney Cres., Etobicoke, ON M9A 2T4, Canada. This policy is governed by the laws of Ontario, Canada.