About us

Rightly, Champions of Data, is focused on the ethical and effective use of data to help consumers and organisations make better informed decisions and personally benefit from the value of their data requiring less effort to gain a better outcome, whilst keeping their data secure and in their control.

We all live, work and play in a world of data. It makes things possible today that we could only dream of a few short years ago. Gradually our data has been shared with many many people, organisations and official bodies. Much of that is fine, but naturally it’s become pretty hard to keep track of who has what.

Each of us should be able to make the most of our data, so that we not only control who has it, but also be able to use it to our personal advantage. Our data has value, and since it’s ours, we should be able to access that value and make it work hard for us.

At the heart of Rightly is the idea that every individual has a right to control and use their personal data.

Controlling your data means knowing who has it, and if you don’t want them to have it anymore, you should have the ability to get it deleted, easily and without fuss.

And when you want to use your data, for example to help you find the best insurance deal, you should be able to use it to get organisations to support your aim to get the best value.

At Rightly we champion the consumer through technology that enables you to find out who has your data and then get it deleted if that’s what you want. And we use the same tech to help you identify all your insurance policies, put them in one place and then give you the power to turn off auto-renewals so insurance companies don't roll you over to a new higher price. Then we encourage them to negotiate a better price without you having to wait in phone queues, and provide timely reminders so you have time to go and find a better deal.

We exist to help you ultimately to benefit from the value of your data, whilst reducing the risk of data harm and exposure to scams, spam, fraud, data breaches and spear-phishing.

Our mission is simple: to make managing your online data as easy as it can be and equip you to share and use data rightly.

How come Rightly is free?

The world needs data champions who’ll help people understand their data rights and how to use them. We’re funded by private investors who share our belief that data needs to be done Rightly. In the future we’ll introduce some additional features that can be paid for, but we promise that everything you see here now will always be free and that we will never misuse your data.

How we got here

In March 2017 we started Rightly when we had that ‘lightbulb moment’! We heard about GDPR and we knew it would give people more rights over their data than ever before.

By July that year we’d built our initial team of six. We had an early version of the Rightly platform - it wasn't pretty, but it worked and we knew we were on to something.

GDPR legislation was introduced in May 2018 and v2 of our platform went live in January 2019.

By July of that year, we’d been accepted into the NatWest Accelerator programme, a great boost to push us further. By September, we’d met our preferred investors and won their support. In October that year we opened up an early version of the platform to a closed group of testers and got lots of useful feedback that improved the product.

In May 2020 we got full investment and expanded our team. By August we had added 10,000 companies to our system so that consumers could easily ask for their data to be deleted.

In 2021, we went on BBC Radio 4’s consumer programme, ‘You & Yours’ to discuss our research into what online retailers do with consumer data.

In March that year we built and launched a new tool that empowers consumers to erase their information from company records in one go.

In early 2022 we launched Rightly Protect, enabling anyone with a Gmail account to analyse their inbox and see how many companies have their data, and then send deletion requests to as many of them as they like, in one click. Soon after we added Outlook too.

We were active in 2022 in the press, on consumer shows on radio, writing columns in newspapers and raising awareness of the danger of not looking after your digital footprint.

2023 saw us pass 100,000 requests to companies to delete personal data.

In 2023 we continued with strong representation in consumer media, punching well above our weight with articles appearing weekly across a range of publications including Woman Magazine, MyWeekly and the Daily Express.

And 2023 saw the launch of Rightly Save. Building on our focus on consumer data, Rightly Save is all about helping people use their own data to their advantage in the insurance space. As we enter the second half of this year we are continuing to build out features and functionality to give people more options to keep track of the rising costs of insurance premiums and be proactive in taking back control.

We’re UK based

As a UK founded and based company, of course we’re subject to GDPR and accountable to the Information Commissioner’s Office (ICO).

Be part of the team

Fancy working at Rightly? You can explore opportunities here.


If you’d like to visit the Press Office to see the latest press releases or to make press enquiries, we’d love to see you.

Rightly Limited is a company registered in England and Wales.

Registered company number: 10905908

Registered address: 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ