Privacy verklaring

Effective date: February 1, 2023

At Aiden, we do everything in our power to protect you and your customer's data. This privacy statement contains information about the data we collect, why we collect it, and how we handle that data.

About Aiden

Aiden is a Platform as a Service (PaaS) that provides innovative digital assistance and advisory technology. Our customers are generally companies that integrate our services in their business operations.

We only ask for personal data when we need it for business purposes, be it our own or a customer’s. Since customers integrate our products in their own software applications, we don’t interact with their end users directly. When customers do share end-user information with us, we always handle that data in accordance with data protection regulations, including GDPR. We don’t use that data for any purposes other than those specifically issued by the customer who provides the data.

Depending on your relationship with Aiden, we can be Controller and/or Processor of your or your customer's data. If you have any questions about these terms or more general inquiries about how we handle identifiable data, you can always contact us at or send a written inquiry to:

Feli E-commerce B.V.
Daalsesingel 51
3511 SW Utrecht
The Netherlands

Collecting personal data

All the personal data we process is lawfully obtained and with a legal basis. The purpose of the information we collect is so we can continue to conduct and expand our day-to-day business, and enable you to use our services. Personal data can also help us to improve our products to fit the needs of our customers.

We process personal data based on a limited set of legal bases: 1) explicit consent (e.g. ticking a box on our website when you want to download product information), 2) signing a contract to receive an Aiden service, 3) a legitimate interest (e.g. web analytics or direct marketing when there is an existing relationship), or 4) we have a legal obligation to do so (such as storing financial billing data for the time period required).

The exact type of data we collect depends on the related product or service. We never collect more data than we need and may ask for additional data at the appropriate time.

When browsing our website we automatically collect data by placing cookies and trusted tracking technologies on your browser. The information we collect helps us maintain and improve our website and business. It usually includes your IP address, browser type, the pages you’ve visited and in what order, and whether you’re a new or recurring visitor.

We use this data to ensure that the website works correctly and store any preferences you may have. It also helps us generate reports on our website user base and usage patterns.

When filling out a web form on our website, you directly interact with us. When you fill out a contact form, send us an email, or subscribe to our newsletter, we hold the right to use the data you provide.

See Data Overview - Aiden (internal) for an up-to-date list of the personal data we collect for our internal (non-client) purposes.

Sharing information

Whether we fulfill the role of Controller or Processor, we always make sure that the parties we work with adhere to the GDPR Privacy and Security Standards. Additionally, we will make sure that another party will not use the data you have entrusted to us for any other purpose than delivering the service you signed up for.

We may share information with third party service and technology providers who perform necessary actions on our behalf. Examples of such services are payment processors, 2FA services and hosting providers. We never share information without due contracts or for specific purposes that can be fulfilled in-house.

Government Requests

We won’t share your information with third parties without your permission, except when we’re required to by law.

We will only respond to government requests when we are legally obliged to do so. The request needs to 1) be sent from a government agency, 2) be issued where we are subject to the respective jurisdiction, 3) be an enforceable subpoena, search warrant, court order or similar official instrument compelling us to disclose the information requested, and 4) state the categories of records sought and specific time period.

Retention of personal data

How long we keep personal data depends on its nature and the purpose for which it was obtained.

Personal data that has been obtained for our customer’s business purposes has an automatic removal date that is agreed upon with said customer and adheres to GDPR guidelines.

Personal data that has been obtained for our own business purposes (marketing, sales, product users) is maintained for a maximum of 12 months of inactivity. Additionally, we are under an obligation to demonstrate compliance with the applicable national and EU financial and tax laws and regulations. To do so, customer data such as name, email address, (company) address, (company) bank details and position within the company will be kept for a period up to 10 years.

Controlling your rights and choices

Even though we collect your data to conduct business, your data stays your own. You stay in control of your personal data and can at any time choose what you want us do with it.

You can at any time withdraw consent to our processing of your data. If for whatever reason you no longer want us to use your personal data, you’re free to change your mind. We will always comply with your request, unless we’re legally required to keep your data. Which basically means that if there is any legal dispute, about for example outstanding invoices, we can keep your information until it’s resolved.

You can get a copy of your personal data directly by sending a request to, or via written request addressed to our office in Utrecht. We’ll process your request as soon as possible with a maximum of one month after receiving it.

Changes in our Privacy Statement

This statement might be subject to changes. We reserve the right to change, update, modify, or remove any part of this Privacy Statement at any time. If any modifications substantially affects your rights under this statement, we will send you an email where possible. You can always decide to continue to use our services or not in accordance with the new terms.

Contact us

If you have any questions left regarding the processing of your personal data when you use our website and services, or have any feedback or suggestions to make this policy better, please do not hesitate to contact us.

You can reach our Data Protection Officer at

Verlies niet langer bezoekers aan keuzestress

Twijfelende klanten hebben hulp nodig. Bied automatisch advies op maat en maak een enorme impact op je conversie.

We delen graag ons advies, volledig vrijblijvend