Privacy notice

Last updated 26 August 2026

This notice explains how Rivvar Limited, trading as Acreage Rural, handles personal information when you visit our website, make an enquiry, view or offer on land, become a prospective or actual client, or otherwise deal with us.

Rivvar Limited is the controller of that information. We are registered in England and Wales under company number 16808280. Our registered office is 41 High Street, Leicester, United Kingdom, LE8 0HS.

Questions about this notice or our use of your information can be sent to data@acreagerural.com.

Depending on how you deal with us, we may collect:

• your name, email address, telephone number and contact preference;
• information about land or property, including its general location, approximate acreage, ownership, present use and the opportunities you are considering;
• enquiry details, correspondence, meeting notes and any information you choose to include in a free-text field;
• plans, photographs or other documents that you later choose to send, including through a secure file-delivery link;
• buyer, viewing, offer and transaction information where land or property is being marketed;
• client, instruction, identity, ownership, due-diligence, invoice, payment and bank-transaction records where relevant to our services;
• your marketing choices and records of consent or objection; and
• technical and usage information such as IP address, device and browser information, security logs and cookie choices when you use the website.

We do not ask you to provide special-category information, such as health, ethnicity, religion or political opinions, through the enquiry form. Please avoid including it unless it is genuinely necessary. If we receive such information, we will minimise or delete it unless we have a lawful reason and an additional legal condition to use it.

We collect information:

• directly from you through the website, email, telephone or meetings;
• from Home Property Sales & Lettings in connection with land sales, buyers and viewing requests;
• from professional partners, introducers or existing clients;
• from public sources such as Companies House, HM Land Registry and business websites; and
• through events and professional networking.

Where appropriate, we will tell you the source when we first contact you or otherwise within the period required by data protection law.

We use personal information for the following purposes and legal bases:

• to understand and respond to enquiries and take steps you request before entering a contract — necessary to take pre-contract steps and for our legitimate interest in managing genuine enquiries;
• to provide rural advisory, consultancy, agency or related services — necessary to perform our contract with you;
• to market land, arrange viewings, deal with prospective buyers and progress offers or transactions — necessary for a contract or our legitimate interests in delivering an instruction and responding to prospective buyers;
• to carry out identity, ownership, conflict, anti-money-laundering, accounting and tax checks — to comply with legal obligations and, where applicable, our legitimate interests in operating responsibly;
• to run and secure our website, email, records, CRM and business systems, prevent misuse and improve our service — our legitimate interests in administering and protecting the business;
• to involve appropriate professional advisers or specialists — necessary for a contract, with your consent where appropriate, or our legitimate interests in obtaining and providing suitable professional input;
• to establish, exercise or defend legal claims and respond to regulators or authorities — our legitimate interests and compliance with legal obligations; and
• to send marketing where you have separately opted in, or where the law otherwise permits it — consent or, where permitted, legitimate interests.

Where we rely on legitimate interests, we consider the impact on you and use information only where those interests are not overridden by your rights. You can ask for more information about that assessment.

If you do not provide information that is needed for an enquiry, contract or legal requirement, we may be unable to respond fully or provide the relevant service.

We share information only where reasonably necessary with:

• Acreage Rural employees and authorised contractors;
• Home Property Sales & Lettings where we are instructed to sell land or property, including for buyer and viewing enquiries;
• solicitors, accountants, planning consultants, surveyors, renewable-energy specialists, selling agents and other professional advisers, normally after discussing the proposed involvement with you;
• service providers that support our email, cloud storage, CRM, documents, website, security and communications, including Google Workspace, Google Drive and Sheets, Zoho, Resend, Vercel, Sanity, GitHub and Cloudflare;
• a mailing platform such as Mailchimp if you separately choose to receive marketing;
• regulators, courts, law-enforcement bodies or other authorities where we are required or permitted to do so; and
• a buyer, seller or adviser in connection with a reorganisation, sale or transfer of our business, subject to appropriate confidentiality.

Depending on the circumstances, Home Property Sales & Lettings and professional advisers may use information as separate controllers for their own regulated or professional responsibilities. Their own privacy notices will then apply. We do not sell personal information.

Some technology and professional service providers may process information outside the United Kingdom. Where this involves a restricted transfer, we use a safeguard recognised by UK data protection law, such as an adequacy regulation, the UK Extension to the EU–US Data Privacy Framework where applicable, or approved contractual protections such as the UK International Data Transfer Agreement or UK Addendum.

You may contact us for more information about the safeguard used for a particular transfer.

Our usual retention periods are:

• general enquiries that do not progress, and related plans or photographs: three months after the last contact;
• registered land prospects, prospective buyers and viewing records: three years after the last meaningful contact;
• client and instruction records: six years after the client relationship or instruction ends; and
• financial, tax, anti-money-laundering and legal records: for the period required by applicable law, commonly five to six years depending on the record and the relevant obligation.

Marketing information is kept until you withdraw consent or object. We may then retain the minimum information needed to record your opt-out. Security logs, cookie choices and technical records are kept only for an appropriate period based on their purpose and the provider's settings.

We may keep information for longer where a dispute, legal hold or statutory obligation requires it. When a retention period ends, information is deleted or anonymised from active systems; encrypted backups may take a limited additional period to expire.

Sending a land enquiry is not a marketing opt-in. If we introduce email updates, we will provide a separate choice and use a mailing provider such as Mailchimp. We will obtain consent where the law requires it and will always identify ourselves and provide a straightforward way to unsubscribe.

You can withdraw consent or object to direct marketing at any time by using the unsubscribe link in an email or contacting us. We do not add enquiry contacts to a marketing list automatically.

The website uses necessary technologies to operate and remain secure. If we enable Vercel Analytics or another non-essential analytics service, it will be controlled through our cookie choices and will not be activated before the required consent is given.

You can change or withdraw a cookie choice as easily as you gave it. Further information is available in our cookie notice.

We use proportionate technical and organisational measures to protect personal information, including restricted access, authenticated business systems and reputable service providers. People handling information are expected to keep it confidential and use it only for authorised purposes.

No internet or email system is completely secure. If we become aware of a personal-data breach, we will assess it and notify affected people and the Information Commissioner's Office where the law requires us to do so.

Depending on the circumstances, you may have the right to:

• ask for a copy of your personal information;
• ask us to correct incomplete or inaccurate information;
• ask us to delete information;
• ask us to restrict how information is used;
• object to processing based on legitimate interests;
• receive certain information in a portable format; and
• withdraw consent at any time, without affecting earlier lawful use.

Your right to object: you can object at any time to our use of your information for direct marketing. You can also object to processing based on legitimate interests because of your particular situation. We will stop unless we have compelling legitimate grounds to continue or the information is needed for legal claims.

To exercise a right, email data@acreagerural.com. We may need to verify your identity. We normally respond within one month, although the law allows longer for a complex request and we will tell you if that applies. Rights are subject to legal exemptions.

Our services are intended for adults and we do not knowingly collect information from children under 18.

We do not use personal information to make solely automated decisions that produce legal or similarly significant effects, and we do not carry out automated profiling.

Please contact us first at data@acreagerural.comso that we can try to resolve your concern.

You also have the right to complain to the Information Commissioner's Office, the UK data protection regulator. Visit ico.org.uk/make-a-complaint, call 0303 123 1113, or write to the Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF.

We may update this notice when our services, suppliers or legal obligations change. The latest version will be published here with a revised date. Where a change materially affects how we use information, we will take reasonable steps to bring it to the attention of affected people.