Privacy notice
Forj is operated by Forj AB (org.nr 559019-9161, currently registered as Zmart Com West AB), a company based in Gothenburg, Sweden. Forj AB is the data controller for personal data collected through forj.se. This notice describes what is collected, how it's used, and your rights under the General Data Protection Regulation (GDPR).
When you use the contact form or email directly, you actively provide:
For visitor analytics the site uses Plausible, a privacy-friendly, cookieless tool that measures aggregate, anonymous traffic (page views, referrers) with no cookies, no personal data, and no cross-site tracking. Plausible does not profile individual visitors and needs no consent.
With your consent, the site also uses Google Tag Manager to load advertising and measurement tags (such as Google Ads and the LinkedIn Insight Tag), and Albacross, a B2B service that uses your IP address to identify the company you visit from. These set cookies and process online identifiers (for example your IP address and a randomised advertising ID) to measure campaigns, identify visiting companies, and show relevant ads. They are off by default and run only if you choose “Accept all” in the cookie banner; you can decline or change your choice at any time. See the Cookie Policy for detail.
Submitted data is used solely to respond to your inquiry and, where relevant, to discuss potential engagements. Your data is not shared with third parties, sold, or used for marketing communications.
Separately from this website, Forj operates the Alloy platform for AWS partners. In Alloy, Forj processes business-contact data of prospects (name, work title, business email and phone, public professional profile, employer) to identify and manage B2B opportunities. For business prospecting the lawful basis is legitimate interest (documented). Where Forj processes a customer's data on their behalf, Forj acts as a data processor under our Data Processing Agreement.
Platform data is hosted in the EU and encrypted in transit and at rest, with row-level isolation between customers. Sub-processors include AWS, Supabase and Anthropic (AI reasoning), plus HubSpot, OnePageCRM and Recall.ai only where a customer connects them; transfers outside the EU/EEA are covered by Standard Contractual Clauses. Full detail is in Trust & Security and the sub-processor list.
The forj.se website is served from Amazon Web Services (Amazon S3 with the CloudFront content-delivery network). When you submit the contact form, your details are processed by a Supabase function and stored in a database hosted in the EU (Ireland) so Forj can respond to you. AWS and Supabase act as data processors under GDPR Article 28.
If you book a call, scheduling is handled by Cal.com, which processes your name, email and meeting details under its own privacy policy. If you try the Smith demo on the homepage, the text you type is sent to Supabase and Anthropic to generate a reply, so please don't enter personal data there.
If you accept marketing cookies, campaign-measurement data is shared with Google and LinkedIn under their own privacy terms (transfers outside the EU/EEA are covered by Standard Contractual Clauses), and visitor-company data is processed by Albacross within the EU. You can decline or withdraw this at any time in the cookie banner.
Email correspondence is hosted by One.com, the email provider for forj.se. Their practices are described at one.com/privacy-policy.
Inquiry data is retained for up to 24 months from the last interaction, after which it is deleted. If an engagement begins, relevant business correspondence is retained for the duration of the engagement and for the period required by Swedish accounting law (typically 7 years).
You have the right to:
To exercise any of these rights, email jacob@forj.se. Requests are handled within 30 days.
This notice may be updated as Forj's practices evolve. The "last updated" date at the top of this page reflects the most recent revision.
For any privacy-related questions or requests:
Forj AB (org.nr 559019-9161)
jacob@forj.se