Privacy Policy

Effective date: 2018-05-25 Last updated: 2026-09-02

Wedlund Advisory, J Wedlund AB

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1 Introduction

This policy describes how Wedlund Advisory, J Wedlund AB (hereinafter "WA" or "we"), as data controller, processes personal data relating to customers (prospective and existing), suppliers, resource persons, and visitors to our website.

WA's registration and contact details:

Registration number (org.nr): 556946-3275 Address: Birkagatan 28B, 113 39 Stockholm, Sweden Website: https://www.wedlundadvisory.com

Questions and comments regarding this policy or WA's processing of personal data can be directed to WA using the contact details above, or directly to our email: joakim@wedlundadvisory.se

This policy explains how and why WA collects and handles personal data relating to its prospective and existing customers, suppliers, resource persons, and website visitors (hereinafter, the individuals whose personal data is processed under this policy are also referred to as "you" and "your"). It also describes your rights in relation to WA and how you can exercise them.

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1.1 What is covered by "personal data"?

Personal data is any kind of information that can be directly or indirectly linked to a living natural person. Examples include name, contact details, personal identity number, photograph, mobile number, or email address. In addition to the above, information that can identify you as a professional is also personal data.

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2 Processing of personal data

2.1 General

This policy applies to all personal data processed by WA that relates to WA's prospective and existing customers/clients, suppliers (or contact persons at such suppliers), resource persons, or visitors to our website. In all of these relationships, WA will collect, record, store, organise, process, compile, use, present, delete, or otherwise process personal (including professional) data. As a reader of this policy, you only need to read the part of this section 2 that applies to the category you belong to.

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2.2 Customers

Prospective customers

WA collects (from public sources or through recommendations from people in our network) and stores personal data about you as a contact person or key person for your company or other organisation. We collect personal data about you in the form of your name, your title/position within the company/organisation, and your contact details, and register this data in our internal systems. We collect this data in order to inform you about, and market, WA and WA's services. Our basis for this processing is that, following a balancing-of-interests assessment, we have concluded that the processing is justified in order for WA to market its services. See section 5 for how long this data is retained.

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Customers

If you choose to engage WA to perform any of the services WA offers, we will process your name, your title/position within the company/organisation, your contact details, and any additional personal data (collected in connection with entering into the agreement), to the extent we need in order to fulfil the service agreement. This processing is based on our having concluded, following a balancing-of-interests assessment, that it is justified in order for WA to meet its obligations and exercise its rights under the agreement.

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Common to individuals at prospective and existing customers

Your personal data will be processed internally within WA, and by the IT suppliers/data processors listed in section 2.6. Our processing of your personal data will cease if you have objected to our processing and we have not identified grounds to continue it, or when our purpose for processing your personal data ceases — see section 5 for specific timeframes.

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2.3 Suppliers

WA obtains and stores personal data about you as a contact person for your company or other organisation. WA collects and stores this data because we need it to perform the agreement with the company or organisation you belong to. This processing is based on WA having concluded, following a balancing-of-interests assessment, that it is justified in order for WA to meet its obligations and exercise its rights under the supplier agreement. See section 5 for how long this data is retained.

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2.4 Resource persons

As part of our services, we collect personal data about you as a leader or other key person at our client organisation, or about you directly as someone being coached. The personal data collected as part of our work may vary from one engagement to another and depends on what emerges through the interviews and conversations we conduct with you or your colleagues. How your personal data is processed by us depends on the purpose of the engagement given to us by our client. Your personal data may be subject to some form of evaluation or assessment on our part, and the personal data we have collected about you, together with the results of our evaluation/assessment, may be presented to our client. Alternatively, the engagement may be focused on your personal development, in which case our processing may be limited to what is necessary to carry out such an engagement, and the results are not presented to our client. All processing of personal data as part of our services is based on consent obtained from you before the processing begins. See section 5 for how long this data is retained after the engagement ends.

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2.5 Visitors to our website

When you use the contact form on wedlundadvisory.com, we process the data you provide yourself — name, email address, and any subject and message — in order to respond to your enquiry. The basis for this processing is a balancing-of-interests assessment: we consider it necessary and proportionate in order to respond to enquiries directed to us.

If you book a meeting through the embedded Calendly widget, the data you provide in the booking (name, email, and any other information) is processed by Calendly, Inc. (USA), which is our data processor for the booking function — see section 2.6.

Our website uses a cookie banner where you can see and control which cookies are set during your visit. Necessary cookies are always set; other cookies (e.g. for statistics) are only set once you have consented.

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2.6 IT suppliers, data processors, and transfers outside the EU/EEA

Our website runs on the Wix.com platform, which is our data processor for everything that happens on the website, including the contact form. Our meeting bookings are handled by Calendly, Inc. With both of these suppliers, as well as other IT suppliers/data processors that provide our systems (e.g. email and cloud storage), we have entered into, or will enter into, data processing agreements, and they are bound to process personal data in accordance with the GDPR.

Wix and Calendly process data on servers located partly outside the EU/EEA, including in the USA. When personal data is transferred to countries outside the EU/EEA, this is done with the safeguards required under the GDPR — primarily the European Commission's Standard Contractual Clauses and/or the supplier's participation in the EU-U.S. Data Privacy Framework. Contact us if you would like more information about which safeguards apply to a particular supplier.

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3 Processing based on consent

Regarding processing of your personal data that is based on consent, you can notify us at any time that your consent, in whole or in part, is withdrawn, by using the following email address: joakim@wedlundadvisory.se. As soon as you notify us that your consent is withdrawn, we will delete all personal data covered by the withdrawal.

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4 Information security

WA takes appropriate technical and organisational measures to protect personal data against accidental or unlawful destruction, or accidental loss, alteration, unauthorised disclosure of, or access to, personal data, in particular where the processing involves the transmission of data over a network, and against any other unlawful form of processing. The security measures taken to protect personal data will be proportionate to the risk of harm, taking into account the type of data protected. We maintain high security on our laptops and password-protected mobile devices.

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5 Retention periods

• Invoicing records and other accounting documents: 7 years, in accordance with the Swedish Bookkeeping Act (Bokföringslagen, 1999:1078), Chapter 7, Section 2.

• Resource persons' data (notes, assessments, session records): 12 months after the engagement ends.

• Contact persons at customers/clients: for the duration of the contractual relationship, plus 12 months.

• Contact persons at suppliers: for the duration of the contractual relationship, plus 12 months.

• Prospective customers (marketing contacts): 24 months without contact or activity, after which the data is deleted unless you have been in touch yourself.

• Contact-form enquiries that do not lead to an engagement: 12 months.

If you would like your data deleted sooner, see section 6.2.

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6 Your rights

6.1 Right of access to your personal data

You may request a copy of your data and check that it is accurate.

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6.2 Right to erasure ("right to be forgotten")

You have the right to request deletion of your personal data if it is no longer necessary for the purpose behind the processing, and we have no obligation to retain the data to any extent.

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6.3 Right to restriction of processing

You have the right to request that the processing of your personal data be restricted if: (i) you consider a piece of personal data to be inaccurate and we need a certain period to verify this (the restriction applies during the verification); (ii) the processing lacks a legal basis or is no longer necessary for our purpose, but you do not want your personal data to be deleted; or (iii) you have objected to the processing and we need a certain period to carry out the check referred to in the next paragraph (the restriction applies during that check).

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6.4 Right to object

You have the right to object to processing of personal data that is based solely on a "balancing of interests." If you object, you should state why you are objecting, and we will, following the objection, assess whether your reasons for objecting outweigh the legitimate interest on which we base our processing. Where we have stated that your personal data is processed for direct marketing, you have the right to object to that processing at any time, and we will then cease our processing for that purpose.

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6.5 Right to data portability

Personal data that you have provided to us for processing based on your consent, or in order for us to fulfil contractual obligations to you, you have the right to receive in order to transfer it to another data controller. Alternatively, where technically feasible, you have the right to request that we transfer it directly to such other data controller.

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6.6 Right not to be subject to automated decision-making

WA does not use automated decision-making, including profiling, that has legal or similarly significant effects on you.

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6.7 Right to lodge a complaint with a supervisory authority

If you consider that our processing of your personal data violates applicable law, we ask that you first contact us using one of the addresses stated above; however, you also have the right to lodge a complaint with the supervisory authority, i.e. the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY), imy.se.

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WA's Privacy Policy will be continuously updated. When this happens, the updated version will be posted and dated on our website.

If you have any questions regarding this policy or your data, please contact us as described above.