1. At a glance

We know no one enjoys reading a privacy policy. Here's the short version — the rest of the page has the full detail.

• Estimates are estimates, not valuations. Our online tool uses AI and live property market data to give you an indicative price range. It is not a RICS valuation or a formal appraisal, and AI can get things wrong.
• We only collect what we need to give you an accurate estimate and contact you about your property sale.
• Howsold will contact you about your estimate and our Modern Method of Auction service — this is part of the service you asked for.
• Property Decoded email content (investor insights from our founder Josh Owens) is only sent if you actively opt in. It's separate and easy to unsubscribe from.
• We never sell your data. Ever.
• You have rights under UK GDPR — access, correction, deletion, objection. See section 11.

2. AI estimates & the valuation tool

Our valuation tool (at value.howsold.uk) uses AI models and live property market data to generate an indicative price range for your property. We want to be clear about what that is — and what it isn't.

What we do to make the estimate as accurate as possible

• We use licensed, UK-focused property data sources (PropertyData API and HM Land Registry Price Paid data).
• We validate your postcode and filter comparables to the relevant area.
• Our AI commentary is generated by Anthropic models, which we've configured specifically for UK property market context.

What we explicitly don't do

• We don't guarantee accuracy. No online valuation tool does.
• We don't inspect your property — we can't see condition, finish, layout quirks, planning issues, or defects.
• We don't give you a figure you should rely on for any binding financial, legal, or tax decision.

By using the tool, you acknowledge and accept these limitations. If in doubt, speak to us — a real conversation with our team will always give you a better picture than an algorithm alone.

3. Who we are

Howsold is the trading name of Latomus Capital Limited, a company registered in England & Wales (Company No. 15497250), with registered office at Pacific Chambers, 11-13 Victoria St, Liverpool, L2 5QQ, United Kingdom.

Latomus Capital Limited is the data controller for all personal data collected via howsold.uk, value.howsold.uk, and our other properties and services.

Where we work with a named partner brand — such as Property Decoded (a property education brand owned by our founder Josh Owens) — we tell you clearly before your data reaches them, and only with your explicit consent. See section 7.

4. What we collect

We collect only the data we need to give you an accurate estimate, respond to your enquiry, and (if you ask us to) help sell your property.

Information you give us

• Property details: postcode, property type, number of bedrooms, condition, reason for selling, and timeline.
• Contact details: name, email address, and (optionally) phone number.
• Preferences: whether you've chosen to receive content from Property Decoded.
• Any further information you share in a call, email, or WhatsApp conversation with us.

Information we collect automatically

• Usage data: pages visited, interactions with our valuation tool, time on page.
• Technical data: IP address, browser type, device type, operating system, referrer.
• Cookies & similar technologies: see section 9.

5. How we use your data

We use your personal data for these specific purposes:

• To generate your estimate — your property details are used to query live data sources and produce the price range shown.
• To contact you about your estimate — by phone, email, or message, to help you understand the result and discuss selling options.
• To provide our Modern Method of Auction service if you decide to sell with us.
• To introduce you to trusted third parties where relevant — our preferred conveyancers (to prepare a legal pack if you ask), mortgage advisers (via Melius, who are FCA-authorised), and auction service providers.
• To improve our tool and service — using aggregated, anonymised data to understand how the tool is performing.
• To meet legal and regulatory obligations — including anti-money-laundering checks where we act in a transaction.
• To send you Property Decoded content — only if you've opted in. See section 7.

6. Lawful basis for processing

Under UK GDPR we have to have a lawful basis for every piece of processing we do. Here's ours.

Where we rely on legitimate interest, you have the right to object at any time — see section 11.

7. Marketing & Property Decoded

Howsold communications

If you request a property estimate or enquire about our services, we'll contact you about your valuation and about selling with Howsold. This is part of the service you've asked for. You can opt out of any further marketing from Howsold at any time — every email contains an unsubscribe link, and you can tell us directly on a call, by email to [email protected], or by replying "STOP" to any text.

Property Decoded content

Property Decoded is a separate property education brand owned by our founder Josh Owens. It publishes investor-focused market insights, deal analysis, and long-form strategy content. It's a different brand with a different audience.

We will only share your email address with Property Decoded if you actively tick the opt-in box when submitting your property details. If you don't tick it, your data never reaches Property Decoded — simple as that.

If you do opt in:

• You'll receive periodic email content from Property Decoded.
• You can unsubscribe at any time from any email they send you.
• You can also ask us to withdraw your consent by emailing [email protected].

Property Decoded acts as an independent data controller for its own mailing list. We share data with them only on the basis of the explicit consent you give, and under a named partner data-sharing agreement.

8. Who we share your data with

We share your data only with parties who help us deliver our service to you, or where we're legally required to.

Service providers (acting as our data processors)

• Airtable — lead capture and record-keeping.
• Make.com — workflow automation between our systems.
• Monday.com — CRM for managing property sale enquiries.
• Mailchimp — email delivery (separate audiences for Howsold and, where you've opted in, Property Decoded).
• Vercel — hosting our websites and valuation tool.
• PropertyData — property market data to power the estimate (we send only your postcode and property attributes; no contact details).
• Anthropic — AI model provider powering our market commentary (we send only property attributes and comparable data for analysis; no contact details).
• HM Land Registry — public Price Paid data (read-only, no personal data shared).

Partners & professional services

• Property Decoded — only with your explicit opt-in. See section 7.
• Melius — FCA-authorised mortgage introduction partner (only if you ask us about finance).
• Preferred conveyancers — only if you ask us to arrange a legal pack for your sale.

Legal & regulatory

We may disclose your data where required by law, court order, or a regulatory authority — including HMRC, the Information Commissioner's Office, the Property Redress Scheme, or law enforcement.

Where your data is processed

Some of our processors (e.g. Anthropic, Airtable, Mailchimp) may process data outside the UK, primarily in the USA and EU. Where this happens, we rely on UK-approved Standard Contractual Clauses, adequacy decisions, or the UK-US Data Bridge to protect your data.

9. Cookies & tracking

We use a small number of cookies and similar technologies to make our site work, understand how it's used, and (with your consent) measure the performance of our marketing.

• Strictly necessary cookies — essential for the site and valuation tool to function. You can't turn these off.
• Analytics cookies — help us understand which pages are useful and where people drop off. Set only with your consent.
• Marketing cookies — allow us to measure the performance of our ads (e.g. Meta) and, where relevant, show you our content again. Set only with your consent.

You can manage your preferences via our cookie banner on first visit, or at any time through your browser settings.

10. How long we keep your data

We keep your data only as long as we need it.

11. Your rights under UK GDPR

You have the following rights in relation to the personal data we hold about you:

• Right of access — request a copy of the data we hold about you.
• Right to rectification — ask us to correct anything that's inaccurate or incomplete.
• Right to erasure ("right to be forgotten") — ask us to delete your data in certain circumstances.
• Right to restrict processing — ask us to pause processing while a query is resolved.
• Right to data portability — receive your data in a machine-readable format.
• Right to object — object to processing based on legitimate interests, including direct marketing.
• Right to withdraw consent — where we rely on consent (e.g. for Property Decoded content), withdraw it at any time.
• Right not to be subject to automated decisions — we don't make any solely automated decisions that produce legal or similarly significant effects on you. Our estimate is a tool to help a human conversation, not an automated decision.

To exercise any of these rights, email [email protected]. We'll respond within one month.

12. Security

We take data security seriously and apply appropriate technical and organisational measures:

• All data is encrypted in transit (TLS) and at rest where our processors support it.
• Access to personal data is restricted to staff and processors who need it.
• We keep API keys and credentials server-side — they are never exposed in the browser.
• We review our data-sharing arrangements and processors regularly.

No system is completely secure, but we work hard to protect your data and will notify the ICO and affected individuals promptly in the event of a personal data breach that is likely to result in a risk to rights and freedoms.

13. General disclaimer

The content of our website, valuation tool, emails, and other communications is provided for general information only. While we take care to keep it accurate, we don't warrant or guarantee:

• The completeness, accuracy, or currency of any information or estimate.
• That our site, tool, or services will be uninterrupted or error-free.
• The suitability of anything we publish for your specific circumstances.
• The outcome of any property transaction.

Our content should not be taken as legal, financial, tax, or investment advice. Always take independent professional advice before making a decision based on it.

14. Property information disclaimer

• Third-party data: property information shown in our tool or listings is drawn from licensed and public sources and should be independently verified.
• Estimates: our AI-assisted estimates are indicative only. See section 2.
• Photos, floorplans, descriptions: where these are shown, they're provided as a guide and may not capture every detail.
• Legal & surveying advice: always seek independent legal advice and an appropriate survey before entering into a property transaction.
• Market conditions: property values and market conditions change, sometimes quickly.

15. Modern Method of Auction (MMA)

Where we offer sale via Modern Method of Auction, the following applies:

• Binding commitments: successful bids create legally binding obligations for both parties.
• Reservation fees: a non-refundable reservation fee is typically payable by the buyer on a successful bid.
• Completion timescales: MMA uses fixed reservation and completion periods. These must be adhered to.
• Auction conditions: all sales are subject to special auction conditions, which are disclosed before any bid is placed.
• Professional advice: bidders should take legal and financial advice before bidding.

16. Financial introductions

Howsold is not authorised or regulated by the Financial Conduct Authority (FCA). We do not give financial advice.

• Where you need mortgage advice, we introduce you to Melius, an FCA-authorised mortgage adviser. All mortgage advice is given by Melius, not by Howsold.
• We may receive a referral fee for introductions. This is disclosed in the relevant communication and does not change the price you pay.
• Mortgage applications are subject to lender criteria, underwriting, and approval. Your home may be repossessed if you do not keep up repayments on your mortgage.

17. Limitation of liability

To the fullest extent permitted by law, Latomus Capital Limited (trading as Howsold) excludes all liability for:

• Any direct, indirect, or consequential loss.
• Loss of profit, revenue, business, data, or goodwill.
• Errors, omissions, or inaccuracies in property information or estimates.
• Actions or omissions of third-party service providers, processors, or introduction partners.
• Any technical issue, downtime, or unavailability of our website, tool, or services.
• Any investment, purchase, sale, or financial decision taken on the basis of our content or estimates.

Nothing in these terms excludes or limits our liability for death or personal injury caused by our negligence, for fraud or fraudulent misrepresentation, or for anything else that cannot be excluded or limited by law.

18. Changes to this policy

We may update this policy from time to time — to reflect changes in the law, our services, or our data-sharing arrangements. The "Last Updated" date at the top of this page tells you when it was last changed. For significant changes, we'll also notify you by email if we hold a current address for you.

19. Contact & complaints

If you have any question about how we handle your data, or you want to exercise any of your rights, please get in touch.