Who we are

Keelson Holdings Ltd (company number 17359226), registered in England and Wales at 71-75 Shelton Street, Covent Garden, London WC2H 9JQ, trading as SalesRelay operates SalesRelay, software that coordinates residential property transactions between estate agents, buyers, sellers, conveyancers and mortgage brokers.

We are registered with the Information Commissioner’s Office under registration number 00015117984. For privacy questions, contact hello@salesrelay.uk.

Controller or processor?

This distinction matters, because it determines who is responsible for what.

When an estate agency uses SalesRelay to progress its transactions, the agency is the data controller and we are the data processor. We handle transaction participants’ data on the agency’s instructions, under a Data Processing Agreement.

We are the controller for our own business data: the accounts of people who sign up, enquiries sent to us, billing records, and website analytics.

What we collect

Transaction participants

Name, role in the transaction, email address, telephone number where provided, and the content of communications sent and received about the transaction.

Transaction data

Property address, price, tenure, milestone status, dates, and the evidence supporting each status change.

Agency users

Name, work email, role, branch, and authentication data.

Billing

Company details and payment records. Card details are handled by our payment provider and are not stored by us.

Technical

Server logs including IP address, browser type and pages requested, retained for security and diagnostics.

Why we process it, and our lawful basis

To coordinate the transaction

Legitimate interests of the agency and the parties in progressing the sale, and performance of the agency’s contract with its client.

To contact participants for updates

Legitimate interests — everyone in a property transaction reasonably expects to be contacted about it.

To provide and secure the service

Performance of our contract with the agency, and our legitimate interest in operating a secure platform.

To meet legal obligations

Legal obligation — for example accounting records.

Marketing to business contacts

Legitimate interests, with an unsubscribe link in every message. We do not sell data or share it for third-party marketing.

Automated processing and AI

SalesRelay uses AI to read inbound messages and extract structured facts — a milestone, a date, a blocker — with a confidence score. That is the limit of its authority.

It does not make decisions producing legal or similarly significant effects about any individual. It does not score, profile, rank or make judgements about people. A deterministic engine, not the AI, applies facts and schedules actions, and every status change records its source so a human can check it.

Where a message is ambiguous or two parties contradict each other, the system stops and refers it to a human rather than acting.

Client transaction data is not used to train third-party foundation models.

Who we share it with

We share data only with the other participants in the relevant transaction — which is the point of the product — and with the service providers needed to run the platform.

Our subprocessors are listed on the subprocessors page. We do not sell personal data.

International transfers

We aim to keep processing within the UK and EEA. Where a subprocessor processes data outside those areas, we rely on UK adequacy regulations or the International Data Transfer Addendum to the EU Standard Contractual Clauses. Our current subprocessors and their locations are published on the subprocessors page.

How long we keep it

Active transaction data

For the life of the transaction and then as instructed by the agency, ordinarily up to 6 years to cover the limitation period for property matters.

Audit and evidence records

Retained alongside the transaction, since their purpose is to evidence what happened.

Account data

For as long as the account is active, then 12 months.

Server logs

Ordinarily 90 days.

Billing records

6 years, as required for UK tax purposes.

Your rights

Under UK GDPR you have the right to access your data, to have inaccurate data corrected, to erasure in certain circumstances, to restrict or object to processing, and to data portability.

If an estate agency is the controller, please contact them first — but you can always contact us at hello@salesrelay.uk and we will help, or pass the request on.

If you are unhappy with how we have handled your data, you can complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.

Security

Data is encrypted in transit and at rest, access is role-based and scoped to an organisation, and every action is written to an immutable audit log. Full detail, including what we have not yet certified, is on our security page.

Changes

If we make material changes we will update the date at the top of this page and, for agency customers, notify the account contact.