Privacy
How we handle what you share with us.
Last updated: July 2026
AXEL is the UK practice of Traksjon, a US market advisory firm. This page explains, in plain language, what information this website collects, why, where it lives, and the choices you have. If anything here is unclear, write to tr@axel-us.com and a person will answer.
What we collect, and why
When you write to us or book a conversation. The contact form asks for your name, work email, company, and what you want to achieve in the US — because a partner reads it and replies. Booking a conversation through our scheduling link collects your name, email, and the time you choose. We use this information to respond to you and to prepare properly; that is the entire purpose.
When you take the readiness assessment. Your answers are scored on this page, in your browser. Nothing you enter leaves the page unless you choose to send the summary to us — and if you do, it is read by a partner for exactly one purpose: preparing an honest first conversation.
When you simply visit. Like most websites, this one uses cookies and analytics to understand which pages are read and where visitors arrive from — in aggregate, to make the site better. Where a consent banner is shown, non-essential cookies wait for your choice, and you can change that choice at any time through the banner or your browser settings.
Where your information lives
Form submissions are stored in HubSpot, our relationship system, on servers in the United States. Scheduling runs through Calendly. The website itself runs on Wix with standard hosting and analytics tools. All personal information collected through this website is stored and processed in the United States. Each of these providers processes data under its own published safeguards, including standard contractual protections for information transferred from the UK and EU.
What we never do
We do not sell your information. We do not share it with third parties for their marketing. We do not add you to any mailing list you did not ask for. When you tell us something in confidence — in a form, an assessment, or a conversation — it is treated as exactly that.
How long we keep it
As long as we have a genuine relationship with you or a legal reason to retain it — and no longer. If you want your information deleted sooner, one email is enough.
Your choices and rights
You can ask what information we hold about you, ask us to correct it, ask us to delete it, or withdraw consent — at any time, by writing to tr@axel-us.com. If you are in the UK, the EU, or a jurisdiction with equivalent data-protection law, these are your legal rights and we honour them as such, including your right to complain to your supervisory authority — in the UK, the Information Commissioner’s Office.
California residents
This site is operated from California. If you are a California resident, the California Consumer Privacy Act, as amended by the CPRA, gives you specific rights, and we honour them. The categories of personal information this site collects are: identifiers (name, email), professional information (company, role), and internet activity (pages visited, in aggregate). We do not sell your personal information, and we do not share it for cross-context behavioural advertising — as those terms are defined by California law — and we have not done so in the preceding twelve months. To exercise your rights, email tr@axel-us.com — we will verify your request and respond within the timeframe California law requires. An authorised agent may submit a request on your behalf with proof of authorisation.
Changes to this page
When our tools or practices change, this page changes with them, and the date at the top moves.