Privacy policy

Effective date: 15 August 2026

Who we are and how you can contact us

  1. We are Alice Elizabeth Xerri trading as AX Content (ABN 62 684 183 009) ("we", "us" and "our"), based in Victoria, Australia. We are committed to protecting your privacy and upholding your rights when you use our website axcontent.com.au (Site) and our social media channels. This Privacy Policy explains how we collect, hold, use and disclose your personal information, and forms part of our Website Terms & Conditions.
  2. We handle personal information in accordance with the Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs).
  3. This Privacy Policy does not cover information you submit on other websites, even if we communicate with you there. Anything you post on Instagram, Facebook, Pinterest, X, TikTok, LinkedIn or YouTube is governed by that platform's own privacy policy.
  4. For privacy-related questions or requests, contact us at alice@axcontent.com.au or via https://axcontent.com.au/contact.

Our role and your responsibilities

  1. This Privacy Policy applies to you if you are a customer, subscriber or visitor to our Site. As the provider of the products and services on this Site, we decide how and why personal information is processed. We do not sell or rent your details to anyone.
  2. Please read this Privacy Policy together with our Website Terms & Conditions axcontent.com.au/terms-conditions. If you provide us with data about another person, you confirm that you have their authority to do so on the terms of this Privacy Policy.

Children's privacy

  1. Our Site, products and services are intended for adults and are not directed at children. We do not knowingly collect personal information from anyone under 18, and by using this Site you warrant that you are at least 18 years old. If we become aware that we have collected a child's personal information without appropriate consent, we will take reasonable steps to delete it.

When and how we collect data

  1. From the moment you visit our Site we collect data. Sometimes you provide it directly, by completing a form or booking a call, and sometimes we collect it automatically. We may collect data when you:
    1. make a purchase or booking on our Site, including booking a discovery call;
    2. interact with us on social media, send us a direct message or email us;
    3. complete a sign-up form, landing page, survey or quiz, including subscribing to our newsletter;
    4. complete a client enquiry or intake form;
    5. meet with us, including video calls, which may be recorded and transcribed using an AI notetaking tool (we let you know when this is the case);
    6. participate in events, promotions or giveaways;
    7. accept cookies and tracking technologies (see the Cookies clause below); or
    8. voluntarily submit data to us for any reason.

Types of data we may collect

  1. Depending on how you interact with us, we may collect:
    1. contact details (name, address, email, phone);
    2. payment information when you make a purchase (we do not store full card numbers, see Payment Security below);
    3. your business name and basic information about your business (where relevant to the services);
    4. data about the products or services you purchase and your experience with them;
    5. data about your circumstances that is relevant to the products or services we provide to you;
    6. data relating to your attendance at our events, webinars or podcasts;
    7. technical data that identifies you (IP address, login, browser type and plugins, time zone, geolocation, operating system); and
    8. data about how you use our Site (clicks, page views, time on page and other actions), which may be combined with other information where reasonably necessary for analytics, security, marketing or operational purposes.

How we use and disclose your data

  1. We only use your data where we have a legal basis to do so, for the purposes it was collected and for related purposes you would reasonably expect, including:
    1. operating our Site and providing you with products, information and services;
    2. customer support, tracking purchases, and detecting and preventing fraud;
    3. improving our Site and making your experience more efficient and enjoyable;
    4. market research and seeking feedback about our products and services;
    5. telling you about events, products, services or opportunities that may interest you, and marketing (with your consent); and
    6. monitoring compliance with our Website Terms & Conditions.
  2. We may disclose your data:
    1. as required or authorised by law;
    2. with your consent;
    3. within our business, limited to team members and trusted service providers who need it to deliver our products and services, subject to appropriate confidentiality and data protection arrangements;
    4. to process your participation in promotions and giveaways (including announcing winners); and
    5. to third parties who are necessary to enable us to provide our products and services to you (see Third Parties below).

Analytics, tracking and AI-assisted insights

  1. We use analytics, tracking technologies and event-based measurement tools to understand how users interact with our Site, including pages visited, navigation paths, time on page, content interaction, form engagement and conversion events. These tools help us analyse trends, identify friction points and improve our Site, content and services.
  2. AI-assisted analysis and automated decisions. Where a computer program (including an AI-assisted system) makes, or does something substantially and directly related to making, a decision using your personal information that could reasonably be expected to significantly affect your rights or interests, we will be transparent about it.
  3. We do not currently use computer programs to make, or substantially contribute to making, decisions of this kind. If this changes, we will update this Privacy Policy to describe the kinds of personal information used and the kinds of decisions made.

De-identified and aggregated data

  1. Where reasonably practicable, we de-identify or aggregate personal information before using it for analytics, reporting, research or optimisation. De-identified or aggregated data does not reasonably identify individuals, and we take reasonable steps to minimise the risk of re-identification when handling it.

Google Analytics

  1. We use Google Analytics to understand how visitors use our Site. Our use may include display advertising and remarketing, meaning you may see our adverts across the internet based on your past visits to our Site. You can learn how Google collects and processes data at google.com/policies/privacy/partners and opt out of Google Analytics tracking using the browser opt-out tools Google provides.

Cookies, tracking and web beacons

  1. Our Site uses cookies and similar technologies to provide functionality, analyse traffic and support advertising and marketing. Cookies are small data files placed on your device, often with an anonymous unique identifier. They do not harm your device.
  2. You can block or delete cookies through your browser settings (see allaboutcookies.org for instructions). If you block all cookies, you can still browse our Site, but some features and services may not work as effectively.
  3. We may also use web beacons (clear gifs) on our Site and in our emails to track engagement, for example who opened an email and which links were clicked, together with your IP address and browser or email type. We use this to improve our email campaigns and services. You can opt out of our emails at any time using the "unsubscribe" link.

Choosing not to provide personal data

  1. You can choose not to provide us with personal data. If you do, you can still browse our Site, but we will not be able to provide you with products or services that require it. Where lawful and practicable, you may also deal with us anonymously or using a pseudonym, for example when making a general enquiry.

Marketing

  1. Before we collect data we will tell you what it will be used for, and if we intend to use it for marketing we will obtain your consent (which you can withdraw at any time). Our marketing emails always identify us as the sender and include a working unsubscribe link, consistent with the Spam Act 2003 (Cth).
  2. You can opt out of marketing at any time by:
    1. contacting us at alice@axcontent.com.au or via our contact page; or
    2. clicking "unsubscribe" in any marketing email we send you.

Your rights

  1. You can exercise any of the rights below at any time by contacting us at alice@axcontent.com.au or via axcontent.com.au/contact.
  2. Access. You can ask for a copy of the personal information we hold about you. We will provide it within 30 days, unless doing so would unreasonably affect the rights of others or an exception under the Privacy Act applies. If we cannot comply, we will tell you why.
  3. Correction. You can ask us to correct any information we hold about you that is inaccurate, out of date or incomplete.
  4. Marketing, profiling and automated decisions. You can opt out of marketing at any time. We may analyse your data to make our communications more relevant (for example tailoring emails to your behaviour), but we will not use your data for automated decisions that significantly affect you without transparency and, where required, your consent, and you may request human review of any such decision (see the Analytics clause above).
  5. Deletion. You can ask us to delete the personal information we hold about you, and we will do so except to the extent we are required or authorised to retain it (for example, transaction records for tax purposes).
  6. Complaints. If you have a complaint about how we have handled your data, please contact us first and we will respond within a reasonable time. If you are not satisfied with our response, you can complain to the Office of the Australian Information Commissioner (OAIC) at oaic.gov.au. You may also have rights to take action for a serious invasion of privacy under the statutory tort introduced by the Privacy Act reforms.

How we protect your data

  1. We cannot guarantee the security of information transmitted over the internet, but we take protecting your data seriously and maintain reasonable physical, electronic and procedural safeguards, including:
    1. password-protected access to accounts and systems;
    2. storing electronic data with reputable providers with appropriate security protections;
    3. limiting access to personal information to those who need it; and
    4. using payment providers that are PCI DSS compliant, we do not store your full payment card details.

Where we store data

  1. We use service providers located in Australia and overseas, so personal information may be stored or processed outside Australia, including where our providers operate data centres. Some of the analytics and AI tools we use are located, or store data, in the United States and the European Union.
  2. Where we disclose personal information to overseas recipients, we take reasonable steps to ensure they handle it consistently with the Australian Privacy Principles, unless an exception applies.

How long we keep data

  1. We retain your data for as long as reasonably necessary for the purposes it was collected and as required by Australian law. If you have made a purchase, we keep transaction records for the period required by Australian tax law (generally five years). When we no longer need your information, we securely delete or de-identify it.

Third parties who access your data

  1. We share data with third parties in the following circumstances:
    1. suppliers and service providers working for us, for example payment and accounting providers such as Stripe and Xero;
    2. analytics providers such as Google, and social media platforms such as LinkedIn, for audience and measurement purposes;
    3. platforms that deliver our content, communications and services, such as Kit (email newsletter), Calendly (bookings), Webflow (website hosting), HubSpot (client relationship management), Google Workspace, Notion, DocuSign (contract signing), Granola (meeting notes and transcription), Make (workflow automation) and secure AI tools used in delivering our services;
    4. our professional and legal advisers, and third parties engaged in fraud prevention;
    5. law enforcement or government authorities where required; and
    6. otherwise with your consent or where legally permitted.
  2. Analytics and AI service providers. Third parties that assist with analytics, tracking, reporting and AI-assisted insights process data on our behalf strictly in accordance with our instructions and appropriate confidentiality and data protection arrangements. We take reasonable steps to ensure they do not use your personal information for their own independent purposes.

Payment security

  1. All real-time card payments are handled by secure third-party payment gateways that are PCI DSS compliant (the Payment Card Industry Data Security Standard mandated by the major card schemes). Payments are fully automated, your full card number cannot be viewed by us or any outside party, and transaction data is encrypted within our payment providers' systems. Our payment providers transfer funds directly, they do not hold your money on our behalf.
  2. While we choose reputable providers, no security system is perfect, and we cannot promise that information about you will remain secure in all circumstances.

Governing law and updates to this policy

  1. This Privacy Policy and your use of our Site are governed by the laws of Victoria, Australia.
  2. We may update this Privacy Policy from time to time to reflect changes in our practices or for operational, legal or regulatory reasons. The current version will always be published on our Site with its Effective Date displayed at the top, so you know it is the latest version.