Privacy Notice

1. Who we are

MoveMutual is a trading name of Little Riot Labs Limited, a company registered in England and Wales under company number 17385024. Our registered office is 167–169 Great Portland Street, 5th Floor, London, W1W 5PF.

Little Riot Labs Limited is the data controller for the personal information described in this notice. If you have any questions, you can contact us at privacy@movemutual.co.uk.

2. Who this notice applies to

This notice applies to anyone who:

• works for or on behalf of a UK social landlord, housing association, council or arm's-length management organisation, and whom we contact as part of our market research;
• visits our website;
• takes part in our survey, an interview, or a phone conversation with us;
• in future, uses a MoveMutual account, demo, pilot or live service.

3. What MoveMutual is doing right now

MoveMutual is currently carrying out market research into how UK social landlords manage mutual exchange, following the closure of House Exchange on 31 July 2026. This includes calling organisations' switchboards to identify the right person to speak to, inviting people in relevant professional roles to take part in a survey or a short conversation, and using what we learn to decide whether to build a commercial software product for the sector. We are open about this: our research may inform the development of a paid service, and this notice does not describe an independent or academic study.

If we go on to build a product, we may in future provide software accounts, product demonstrations, pilots, customer support, contracts and related account and usage data. This notice will be updated to reflect that when it happens.

4. The personal information we collect

Professional contact information. Name, job title, organisation, work email address and work phone number for people in relevant housing roles (for example allocations, lettings, tenancy services, housing options, or mutual exchange).

Market research, survey and interview data. Answers given in our survey, notes from phone or video conversations, and any views or feedback shared with us about mutual exchange, current suppliers, or contract terms.

Benchmark and comparison data. Where you take part in our survey, we use your own answers, together with your organisation's name and size, to produce a private comparison showing how your responses sit alongside those of similar landlords. This comparison is prepared for you and is not shared with anyone else.

Website visitor data. We use a privacy-focused analytics service to count how many people visit each page of our website. It does not use cookies, does not store anything on your device, and does not collect anything that identifies you personally. Our website host also keeps standard server logs, which include visitors' IP addresses, in order to run the site securely and reliably. See our Cookie Notice for more.

Future account and customer data. If you later use a MoveMutual account, demo or pilot, we will collect account details, usage data and any information needed to provide customer support. We will tell you more about this at the point it applies.

5. Where this information comes from

We build our contact list from a small number of clean, traceable sources:

• Official housing-provider and council websites — publicly available staff names, roles and contact details.
• Switchboard calls — where an organisation's switchboard tells us who looks after mutual exchange, and gives us their name and work email.
• Your own reply — if you reply to an email we send to a published general enquiries inbox.
• Professional networking websites (such as LinkedIn) — publicly visible professional profile information.
• Public registers — for example the Regulator of Social Housing's register of registered providers, and its published stock data.
• Licensed business-contact data providers (such as Apollo) — used to identify likely operational contacts at larger organisations, checked and confirmed by us before we rely on it.
• Direct communications — anything you tell us yourself, by phone, email or survey response.

We do not buy or use consumer marketing lists, and we do not use any data obtained from a previous employer's systems.

6. Why we use your information, and our lawful basis

Market and product research. We contact people in relevant professional roles to understand how mutual exchange is currently managed, what problems exist, and whether there is demand for a new service. Our lawful basis for this is legitimate interests — we have a genuine business reason to carry out this research, we keep contact tightly targeted to relevant professional roles rather than individuals generally, and we believe a professional in a relevant housing role would reasonably expect this kind of contact from a company operating in their sector.

Business-to-business communication. Emails, calls and survey invitations sent to professional contacts in the course of ordinary B2B outreach, on the same legitimate interests basis.

Providing future accounts, demos, pilots and services. Once we offer a product, we will process account and usage data as necessary to perform a contract with you or your organisation, or to take steps at your request before entering into one.

Security and service improvement. To keep our website and any future systems secure and working properly, on the basis of legitimate interests in running a secure, reliable service.

Legal and regulatory requirements. Where we are required to process or retain information to comply with the law.

We do not rely on consent as our lawful basis for general market research contact. Where consent genuinely is the appropriate basis for something, such as the optional choices described in section 8, we will ask for it separately and clearly.

7. Taking part in our research is voluntary

If you take part in our survey, an interview, or a phone conversation with us, you are under no obligation to do so, and you can decline, stop, or withdraw at any point without giving a reason. Declining does not affect any existing or future relationship between your organisation and MoveMutual.

8. Optional choices at the end of the survey

At the end of the survey we ask two optional questions: whether you would like to hear more about what we are doing, and whether you would like to talk through your own results with us. You can leave both blank, and doing so does not affect your response or the Review and comparison we send you.

Where you tick one of these boxes, we rely on your consent for that particular contact, and you can withdraw it at any time by replying to any email from us or writing to privacy@movemutual.co.uk. Withdrawing does not affect anything we did before you withdrew.

We will still send you the Review and your private comparison whether you tick these boxes or not, because that is what we promised in return for taking part.

9. How research findings may be used

We combine the information gathered through our research to produce sector-wide reports and benchmarks, such as an annual review of the mutual exchange market.

When we publish findings, we publish combined results only. We do not identify individuals, and we do not link a named organisation to its answers. We only publish a figure where at least five organisations have contributed to it, because below that number it can become possible to work out who said what.

Separately from anything we publish, we provide each participating organisation with a private comparison built from its own answers. This is sent only to that organisation.

If we ever wanted to identify you or your organisation in a published finding, we would ask you first and would only do so with your agreement.

10. Who we share information with

We do not sell personal information. We share it only where necessary, with:

• Service providers who help us run MoveMutual, including our customer relationship management system, Google Workspace (email and document storage), our website host, and any survey platform we use to run the research.
• Professional advisers, such as our solicitor or accountant, where necessary for legal or financial advice.
• Regulators or authorities, where we are legally required to.

All service providers are required to protect your information and only use it for the purposes we specify.

11. International data transfers

Some of the service providers listed above may store or process information outside the UK. Where this happens, we ensure appropriate safeguards are in place, such as the provider's participation in a recognised data protection framework or standard contractual clauses approved for use under UK data protection law.

12. How long we keep information

• Professional contact information used for research: kept for up to 24 months from our last contact with you, or for the duration of an active commercial relationship if longer, unless you ask us to delete it sooner.
• Survey and interview responses: kept in identifiable form for up to 36 months, so that we can compare responses across successive annual editions of the Review and show organisations how their own position has changed over time. We review this each year and delete anything we no longer need. After 36 months we retain only combined findings, which cannot be traced back to an organisation. You can ask us to delete your responses sooner at any time.
• Website analytics and server logs: our analytics service records only counts of page visits, which contain nothing that could identify a visitor, and we keep these as a long-term record of how the site has been used. Server logs are kept by our website host for a short period, for security and reliability.
• Account and customer data (once we have customers): kept for the duration of the relationship plus a period afterwards to meet our legal and accounting obligations. Full detail will be added when this applies.

13. Your rights

Under UK data protection law, you have the right to:

• ask us what personal information we hold about you, and get a copy of it;
• ask us to correct information that is inaccurate or incomplete;
• ask us to delete your information, in certain circumstances;
• ask us to restrict how we use your information, in certain circumstances;
• ask us to move your information to another organisation, in certain circumstances;
• object to us processing your information. See the next section for direct marketing specifically.

To exercise any of these rights, contact us at privacy@movemutual.co.uk. We will respond within one month.

14. Your right to object to direct marketing

You have an absolute right to object to your information being used for direct marketing at any time, and we will stop as soon as we receive your objection. There is no need to give a reason. You can object by replying to any email from us, or by emailing privacy@movemutual.co.uk.

15. Do-not-contact records

Where someone tells us they do not wish to be called or emailed again, we keep a record of this so that we, and anyone working with us, do not contact them in future. This record contains the minimum information needed to honour the request. Essentially, a note not to contact that person or organisation again.

16. Cookies

Full detail of the cookies used on our website is in our separate Cookie Notice.

17. Security

We take appropriate technical and organisational measures to protect the personal information we hold, including restricting access to those who need it, and working with reputable service providers who meet appropriate security standards.

18. Complaints

If you have a concern about how we handle your personal information, we would welcome the chance to address it directly. Please contact privacy@movemutual.co.uk. You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator, at ico.org.uk or by calling 0303 123 1113.

Our ICO registration reference is ZC215877.

19. Changes to this notice

We may update this notice from time to time, for example as our research moves into product development. The date at the top shows when it was last updated. Where changes are significant, we will take reasonable steps to bring them to your attention.

20. Contact us

Little Riot Labs Limited, trading as MoveMutual
167–169 Great Portland Street, 5th Floor, London, W1W 5PF
privacy@movemutual.co.uk (privacy matters)
hello@movemutual.co.uk (general enquiries)