Minimum Effort
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Privacy Policy

Last updated: 9 October 2026

The short version

  • We collect what you type into our forms and what Stripe tells us when you pay. Nothing else.
  • We use it to reply to you, deliver what you bought, and send you an invoice.
  • We don't sell it, we don't run ads with it, and we don't track you around the internet.
  • You can ask what we have, ask us to fix it, or ask us to delete it. One email.

The full version follows, because the short version is not a legal document.

1. Who is responsible

Minimum Effort is a brand of Augmented Reality Studios AB, org.nr 559416-9426, C/O HVNT, Sturegatan 50, 114 36 Stockholm, Sweden. We are the data controller for the personal data described here.

Contact: hello@minimumeffort.io

2. What we collect, and why

When you use the contact form. Your name, company, email address, what you say you want, and the message you write. We use it to reply to you and, if you want to go further, to prepare a proposal. Legal basis: steps taken at your request before entering a contract (GDPR Article 6.1 b) and our legitimate interest in answering people who write to us (Article 6.1 f).

When you buy Day One. Your name, email, company and the brief you send us after paying. Stripe handles the card payment and tells us that a payment succeeded, the amount, and the last four digits of the card. We never see or store your full card number. We use this data to deliver the prototype, send you an invoice, and apply the 30-day credit if you buy something else. Legal basis: performance of a contract (Article 6.1 b) and our obligation to keep accounting records under the Swedish Bookkeeping Act (Article 6.1 c).

When you become a client. The information needed to deliver and invoice the work: contact details for the people we work with, the content of our conversations and meetings, and, where the work requires it, access to the systems and data you give us access to. The details are set out in the agreement and, for any personal data we process on your behalf, in a Data Processing Agreement (see our DPA page). Legal basis: performance of a contract (Article 6.1 b).

When you simply visit the site. Our hosting provider receives your IP address and standard browser information in order to deliver the page, as every web server does. We do not run analytics, advertising pixels, or tracking cookies. See the Cookie Policy for the one piece of browser storage we use.

Emails we send after a conversation. If you have contacted us or bought from us, we may follow up by email about that conversation and about services closely related to it. Every such email has a way to tell us to stop, and we stop. Legal basis: legitimate interest (Article 6.1 f). We do not add you to newsletters you did not ask for.

3. Who else sees it

We use a small number of service providers who process data on our behalf, under data processing agreements:

  • Netlify (hosting and form submissions)
  • Stripe (payments)
  • Google Workspace (email, calendar, documents)
  • Anthropic (AI processing: our agents draft replies and summaries from what you send us, under Anthropic's data processing terms)
  • Our accounting provider (invoicing and bookkeeping)

Some of these providers are based in, or process data in, the United States. Where that happens, transfers rely on the EU-US Data Privacy Framework and/or the EU Standard Contractual Clauses. We do not sell personal data, and we do not share it with anyone else unless the law requires it.

4. How long we keep it

  • Contact form enquiries that do not become a client relationship: 12 months, then deleted.
  • Day One purchases and client work: for the duration of the relationship, then as required by the Bookkeeping Act, which is 7 years for accounting records.
  • Email correspondence: deleted on the same schedule as the matter it concerns.

5. Your rights

You can ask us to tell you what personal data we hold about you, correct it, delete it, restrict how we use it, give it to you in a portable format, or stop using it where we rely on legitimate interest. Email hello@minimumeffort.io and we will answer within one month, usually much faster.

If you think we have handled your data badly, you can complain to the Swedish Authority for Privacy Protection, Integritetsskyddsmyndigheten (IMY), imy.se. We would prefer you tell us first, so we can fix it.

6. Security

We use access controls, encryption in transit, and two-factor authentication on the systems that hold your data. Our agents act only on approval by a human; nothing is sent, logged or invoiced without one of us saying yes.

7. Changes

If we change this policy in a way that matters, we will put the new version here with a new date, and tell current clients directly.