Effective date: 9 Mar, 2026

Last updated: 9 Mar, 2026

This Privacy Policy applies to the ValueLab website at valuelab.ca, all ValueLab tools and diagnostic resources (including the AI & Automation Value Leak Scorecard), and any services provided by ValueLab. It explains what personal information we collect, why we collect it, and how we use and protect it.

The short version: We collect your name, company name, and email when you use our tools or enquire about our services. We use that information to deliver what you asked for and to follow up if you've expressed interest in working with us. We do not sell your data. You can ask us to delete it at any time.

Who we are

ValueLab is operated by Marta Hyland, based in British Columbia, Canada.

If you have questions about this policy or how we handle your data, contact us at marta@valuelab.ca.

What information we collect

We collect personal information in the following ways.

Information you provide directly:

• Name and company name

• Email address

• Business details you provide through our tools or forms (such as business type, revenue band, team size)

• Information you share during consulting engagements or discovery calls

Information generated by your use of our tools:

• Your responses to diagnostic questionnaires, such as the AI & Automation Value Leak Scorecard

• Your calculated results and estimated figures

• The date and time of your submission

Information collected automatically:

• Basic website usage data (page views, session duration, referring page) via analytics tools, if enabled

• Approximate location at country or region level, derived from your IP address

We do not collect payment card details, government identification numbers, health records, or other sensitive personal information through our website or tools.

Why we collect it

We collect and use your information for the following purposes.

• To deliver.  To deliver what you requested - 

If you complete a diagnostic tool, we use your information to generate and deliver your results. If you enquire about services, we use your details to respond to you.

• To follow up.  To follow up on expressed interest - 

If you book a call, request more information, or otherwise indicate interest in ValueLab's services, we use your contact details to communicate with you about that. We will not add you to a marketing list without your consent.

• To improve.  To improve our tools and services - 

Aggregated and anonymised data from diagnostic tools helps us understand patterns and improve our benchmarks over time. Individual results are never shared publicly or with third parties for this purpose.

• Compliance.  To meet legal and compliance obligations - 

Where we are required to retain or process information to comply with applicable law, we will do so.

How we store and protect your data

Your data is stored securely. We use industry-standard practices to protect it from unauthorised access, disclosure, alteration, or loss.

Where we use third-party tools to store or process your data - such as a CRM, email platform, scheduling tool, or database service - those tools are selected on the basis that they meet appropriate security standards. They act under our instructions and are not permitted to use your data for their own purposes.

We retain your personal information for as long as necessary to provide our services and meet our legal obligations. If you ask us to delete your information, we will do so within 30 days unless we are legally required to retain it.

Who we share your data with

We do not sell your personal information to anyone, for any reason.

We may share your information only in the following circumstances:

• With service providers who help us operate our business (email, CRM, scheduling, analytics). These providers process data on our behalf and are bound by appropriate data processing terms.

• When required by law, court order, or regulatory obligation. Where legally permitted, we will notify you before disclosing.

We will not share your information with any other third party without your explicit consent.

Your rights

You have the right to:

• Access the personal information we hold about you

• Correct any inaccurate or incomplete information

• Request deletion of your personal information

• Withdraw consent for marketing or follow-up communications at any time

• Request information about how your data is used and who it is shared with

To exercise any of these rights, email us at hello@valuelab.ca. We will respond within 14 days.

If you are in Canada, your privacy rights are supported by the Personal Information Protection and Electronic Documents Act (PIPEDA) and, in British Columbia, the Personal Information Protection Act (PIPA). If you believe we have not handled your information appropriately, you may contact the Office of the Privacy Commissioner of Canada or the BC Information and Privacy Commissioner.

Cookies and tracking

Our website may use cookies or similar technologies for two purposes: basic functionality (keeping sessions active, remembering preferences) and analytics (understanding how visitors use the site in aggregate, to help us improve it).

We do not use advertising cookies or tracking technologies that follow you across other websites or serve you targeted advertisements.

You can manage or disable cookies through your browser settings. Disabling certain cookies may affect how parts of the website function.

Changes to this policy

We may update this Privacy Policy from time to time. Material changes will be reflected in an updated "Last updated" date at the top of this document. We recommend checking this page periodically. Continued use of our website or tools after changes are posted constitutes acceptance of the updated policy.

Contact

(DBA) ValueLab AI Consulting

Operated by Marta Hyland · British Columbia, Canada

marta@valuelab.ca · valuelab.ca