Bullwhip Online Subscription Terms

Last updated: 19 August 2026

These terms govern a business customer's subscription to the Bullwhip platform. They apply when an authorised representative accepts an Order through Bullwhip's online subscription flow.

Bullwhip is a business-to-business service. By accepting an Order, you confirm that you are acting for business purposes, that the Customer named in the Order is a business, and that you have authority to bind that Customer.

1. Who the agreement is between

This agreement is between:

• Bullwhip Ltd, a company incorporated in England and Wales under company number 16181678, whose registered office is at 24 Sandiway, Irlam, Manchester, M44 6EF (the Supplier, Bullwhip, we, us or our); and
• the business identified as the customer in the Order (the Customer, you or your).

The agreement consists of:

1. the order summary shown when the subscription is accepted, together with the confirmation we send afterwards (the Order);
2. these Online Subscription Terms, including Schedule 1.

Our Privacy Policy provides the legally required information about Bullwhip's use of personal data where we act as a controller. It is not part of the contractual agreement except where these terms expressly say otherwise.

If we and the Customer have signed a separate SaaS agreement or order form covering the same subscription, that signed document takes priority to the extent of any conflict. Otherwise, the Order takes priority for plan-specific commercial details such as Users, price, billing frequency, trial, Initial Term and renewal.

2. The Order and acceptance

The Order will identify or display, as applicable:

• the Customer and its main account administrator;
• the selected plan and number of licensed Users;
• any included or pay-as-you-go usage credits;
• the applicable trial period, if any;
• the subscription price, VAT and any other charges;
• whether payment will be taken by card or invoiced to the Customer's accounts email;
• when billing begins and when payment is due;
• the Initial Term; and
• how the subscription renews and may be cancelled.

By selecting the acceptance box and completing the subscription action, you accept the Order and these terms for the Customer. We will make the terms available before acceptance and send or otherwise make available a confirmation that the Customer can retain.

The Customer must check that its company, billing, accounts-email and tax details are accurate and keep them current.

3. The Bullwhip service

Bullwhip is a browser-based company and professional intelligence platform for logistics prospecting, lead generation, market research and related business workflows. Depending on the selected plan, the service may include:

• company search, filtering and targeted lists;
• company, trade, logistics, financial and market intelligence;
• identification of relevant professional roles and business contact information;
• tags, favourites, notes, tasks and other account-specific organisation tools;
• AI-supported summaries, analysis and outreach insights; and
• export of selected information and separately agreed integrations.

Standard access is through named online accounts. It does not require Bullwhip software to be installed within the Customer's environment or require Bullwhip to access the Customer's CRM, mailboxes, calendars, file stores, databases or internal network.

Any CRM connection, automated messaging, Customer-data import or other integration must be separately enabled and may be subject to additional terms, permissions and security review.

We may improve or update the service during the subscription, provided this does not materially reduce its overall core functionality.

4. Users and account security

The Customer is granted a non-exclusive, non-transferable right for the number of named users shown in the Order (Users) to access and use Bullwhip for the Customer's internal business purposes during the subscription.

The Customer must:

• ensure each User has their own account and keeps their login details secure;
• not share accounts or allow an account to be used by more than one individual;
• promptly tell us when a User leaves, changes role or should no longer have access;
• remain responsible for activity carried out through its accounts, except to the extent caused by Bullwhip's breach; and
• ensure its Users comply with this agreement.

Bullwhip-managed accounts are protected by the authentication controls made available for the service. Microsoft or Google sign-in may also be offered. Selecting identity-provider sign-in does not grant Bullwhip access to the User's mailbox, calendar, contacts, files, CRM or internal business systems.

The Customer must notify us promptly at info@bull-whip.com if it suspects unauthorised access or compromised credentials.

5. Acceptable use

The Customer and its Users must not:

• resell, sublicense or make the service available to another organisation unless we agree in writing;
• reverse engineer the service except where applicable law does not permit that restriction;
• use scraping, automated extraction, excessive automated requests or other means to replicate a material part of Bullwhip's datasets;
• circumvent usage limits, access controls or other technical restrictions;
• upload malware or use the service to compromise another system;
• access or attempt to access another customer's account or non-public information;
• use the service or its information for unlawful, misleading, discriminatory, harassing or abusive activity; or
• enter special-category personal data, private consumer information or unnecessary confidential personal data into free-text fields.

Reasonable ordinary use includes searching, filtering, reviewing, organising and exporting selected results for the Customer's own legitimate business purposes.

6. Fees, VAT and payment

6.1 Charges

The Customer must pay the fees shown in the Order. Unless the Order says otherwise:

• fees are stated in pounds sterling;
• fees exclude VAT, which will be added where applicable;
• subscription fees are payable in advance for the relevant billing period; and
• fees for an agreed commitment period are non-cancellable and non-refundable, except where this agreement expressly provides otherwise or the law requires.

6.2 Card billing

If the Customer selects immediate card billing, it authorises Bullwhip and its payment provider to:

• validate and securely store the selected payment method;
• charge the subscription fees at the times shown in the Order;
• charge recurring renewal fees unless the subscription is cancelled in accordance with the Order and these terms; and
• charge separately confirmed additional Users, usage credits or other purchases.

We do not receive the Customer's full card details from our payment provider.

6.3 Invoice billing

If the Customer selects invoice billing, the Customer asks us to issue invoices to the accounts email stated in the Order and agrees that this selection forms a binding payment commitment. Unless the Order says otherwise, invoices are payable within 30 days of the invoice date by bank transfer, Stripe or another payment method approved by us.

The Order will state when access begins. Choosing invoice billing does not remove or delay the Customer's obligation to pay the agreed fees.

6.4 Failed or overdue payment

If a payment fails or an invoice becomes overdue, we may ask the Customer to update its payment details or pay the outstanding amount. We may suspend access for continued non-payment after reasonable notice. Suspension does not cancel amounts already due.

The Customer must contact us promptly if it disputes an invoice. The parties will act reasonably and in good faith to resolve a genuine billing query.

7. Trials

If the Order includes a free or reduced-price trial, the trial length, included Users and usage limits will be shown in the Order.

Unless the Order states otherwise, the subscription will convert to the selected paid plan at the end of the trial and the first payment will be charged or invoiced using the chosen billing method. The Customer may avoid conversion by cancelling before the trial ends through the available account controls or by contacting info@bull-whip.com.

We may limit, suspend or withdraw a trial where we reasonably believe it is being abused. A Customer is not entitled to repeatedly create trial accounts for the same organisation.

8. Term, renewal and cancellation

The subscription starts when the Order is accepted, or on any later start date shown in the Order, and continues for the initial commitment shown there (the Initial Term).

The Order will state whether the subscription:

• renews monthly;
• renews for another fixed period; or
• moves to a monthly rolling subscription after the Initial Term.

Unless a different cancellation rule is shown in the Order, either party may prevent renewal by giving at least 30 days' written notice. Where the subscription is already monthly rolling, cancellation takes effect at the end of the applicable notice period and paid billing period.

Cancellation does not retrospectively shorten an agreed Initial Term or remove fees committed for that period.

We may change subscription prices only for a future renewal period by giving at least 30 days' notice. If the Customer does not agree to the new price, it may cancel before the change takes effect.

9. Additional Users and usage

An authorised Customer administrator may request or approve additional Users, credits or usage. Any applicable price must be displayed or agreed before the addition is completed.

Unless the Order or confirmation says otherwise, additional User fees are calculated pro rata from the date access is provided to the end of the current billing period. Removing a User does not reduce a fee already committed for the current period, but the seat may be reassigned to another authorised individual within the same Customer organisation.

The Customer remains responsible for charges approved through its administrative accounts.

10. Professional information and Customer outreach

Bullwhip's service includes company and professional information obtained or developed from public, licensed and professional-data sources. It is intended for business intelligence and professional prospecting. It may include names, roles, employer information, professional profiles, work or corporate email addresses and telephone details supplied or used in a professional context. Bullwhip does not intentionally provide private consumer contact information unrelated to a person's work.

Business contact information relating to an identifiable person remains personal data. Each party must comply with the data-protection and direct-marketing laws that apply to its own activities.

The Customer determines which organisations or people it researches or contacts and how it uses information obtained from the service. The Customer is therefore responsible for:

• establishing an appropriate lawful basis for its own processing and outreach;
• complying with applicable UK GDPR, Data Protection Act 2018 and PECR requirements;
• identifying itself appropriately in communications;
• providing and respecting opt-out mechanisms;
• maintaining and applying suppression records and objections; and
• ensuring communications are lawful, relevant and not misleading, discriminatory, harassing or abusive.

If Bullwhip receives a rights request or objection that principally relates to the Customer's communications, we may direct or forward it to the Customer. Each party will reasonably assist the other where a request concerns both parties' processing.

11. Data protection and privacy

Each party must comply with applicable data-protection laws, including the UK GDPR and Data Protection Act 2018.

The parties act as independent controllers for personal data for which each independently determines the purposes and means. Bullwhip acts as a processor only for personal data supplied or created by the Customer that Bullwhip processes solely to provide the contracted service (Customer Personal Data).

Bullwhip is a controller for its user-account administration, security, billing, service operation and independently assembled company and professional-information dataset. The Customer is a controller for its selection of prospects, outreach and subsequent use of exported information.

Our Privacy Policy explains in more detail what personal data we handle, why we use it, its source categories, retention, international transfers and how individuals may exercise their rights.

The Data Processing Addendum in Schedule 1 applies where Bullwhip processes Customer Personal Data as a processor. If there is a conflict concerning that processing, Schedule 1 takes priority.

12. Customer information and confidentiality

The Customer retains ownership of information it supplies or creates through the service. The Customer grants Bullwhip a limited right to host, copy, transmit and otherwise process that information only as necessary to provide, secure, support and maintain the service, comply with law and enforce this agreement.

Bullwhip will treat the Customer's non-public searches, prospecting activity, tags, notes, tasks, exports, usage information and other confidential business information as confidential. Neither party may disclose the other's confidential information except:

• to personnel, professional advisers and approved service providers who need it and are bound by confidentiality obligations;
• as required by law, a court or a competent authority; or
• with the other party's written consent.

These confidentiality obligations continue for three years after termination. They continue for longer where personal data, trade secrets or information remains confidential by its nature.

Bullwhip may use aggregated or de-identified information for security, analytics, service improvement and product development, provided it does not identify the Customer, its Users, prospects, searches or confidential business activity.

13. AI-enabled features

Some Bullwhip features may use approved AI service providers to respond to a User's request or provide analysis. Bullwhip will limit the information sent to what is reasonably necessary for the relevant feature.

Bullwhip will not use, or permit its AI providers to use, Customer Personal Data or Customer confidential information to train general-purpose AI or machine-learning models. AI inputs and outputs may be processed outside the United Kingdom subject to the safeguards required by applicable data-protection law.

AI-generated content may contain errors or omissions. The Customer must apply appropriate human review before relying on it for material commercial, legal or operational decisions.

14. Security, support and availability

Bullwhip will maintain technical and organisational measures appropriate to the nature and risk of the information processed. These include, as appropriate, named-user authentication, server-side access controls, transport encryption, provider-level storage protection, confidential personnel access, logging and monitoring, backups, vulnerability management and incident-response procedures.

Bullwhip targets 99.5% monthly availability for the core service, excluding scheduled maintenance and events outside our reasonable control. This is a target, not a guarantee or service-credit commitment. Where reasonably practicable, we will give advance notice of planned maintenance.

Standard support is available by email or another agreed channel between 09:00 and 17:00 UK time, Monday to Friday, excluding public holidays in England. We will use commercially reasonable efforts to respond according to the severity of the issue.

15. Intellectual property

Bullwhip and its licensors own all intellectual-property rights in the service, software, datasets, methodologies, models, designs and documentation, except for Customer-owned information.

No rights are transferred to the Customer except the limited subscription right expressly granted in these terms.

If the Customer provides suggestions or feedback, Bullwhip may use them without restriction or payment, provided doing so does not disclose Customer confidential information or identify the Customer without permission.

16. Warranties and disclaimer

Bullwhip warrants that it will:

• provide the service with reasonable skill and care;
• use commercially reasonable efforts to keep the service materially consistent with its description; and
• comply with applicable law in providing the service.

Subject to those commitments, the service and its datasets are provided on an as available basis. Data may be incomplete, inferred, estimated or become outdated as businesses and professional roles change. Bullwhip does not guarantee that use of the service will produce any particular commercial result, lead, response or revenue.

The Customer is responsible for its decisions, outreach and use of results obtained through the service.

17. Liability

Nothing in this agreement limits or excludes liability for death or personal injury caused by negligence, fraud or fraudulent misrepresentation, or any other liability that cannot lawfully be limited or excluded.

Subject to that:

• neither party is liable to the other for indirect or consequential loss, or for loss of profit, revenue, goodwill or business opportunity; and
• Bullwhip's total aggregate liability arising out of or relating to the agreement will not exceed the fees paid or payable by the Customer in the 12 months before the event giving rise to the claim, or, if the event occurs during the first 12 months, the fees paid or payable for the Initial Term.

18. Suspension and termination

Either party may terminate the agreement immediately by written notice if the other party:

• commits a material breach and, where the breach can be remedied, does not remedy it within 30 days after written notice; or
• becomes insolvent, ceases trading or enters an analogous insolvency process.

We may suspend an account immediately where reasonably necessary to protect the service, another customer or a third party from a credible security threat, unlawful use or material abuse. Where practicable, we will explain the reason and work with the Customer to restore access once the issue is resolved.

When the agreement ends:

• the Customer's right to access the service ends;
• all unpaid fees and other amounts already committed become payable, except to the extent the Customer validly terminates for Bullwhip's uncured material breach;
• each party must stop using and, on request, return or delete the other's confidential information, subject to legal retention requirements; and
• Customer Personal Data will be returned or deleted in accordance with Schedule 1 and our documented retention process.

Terms that by their nature should continue after termination—including confidentiality, intellectual property, payment obligations, data protection, liability and governing law—will remain in effect.

19. Changes to these terms

We may update these terms for legal, regulatory, security or service-development reasons. A change will not retrospectively alter a paid commitment period.

For a material change that affects an active Customer, we will give reasonable advance notice. The updated terms will apply from the Customer's next renewal unless an earlier change is required by law or necessary to address an urgent security issue. If the Customer does not accept a material change, it may cancel before the change takes effect.

20. General

Neither party is liable for delay or failure caused by circumstances outside its reasonable control, provided it takes reasonable steps to reduce the effect.

Neither party may assign this agreement without the other's prior written consent, not to be unreasonably withheld, except that either party may assign it as part of a merger, reorganisation or sale of substantially all of the relevant business or assets.

Bullwhip may use subcontractors and service providers to deliver the service, but remains responsible for its obligations under this agreement.

No failure or delay in exercising a right is a waiver. If any part of the agreement is unenforceable, the remainder will continue in force. Nothing in this agreement creates a partnership, joint venture, agency or employment relationship.

The agreement constitutes the entire agreement about the online subscription and replaces earlier discussions or representations about it, but it does not exclude liability for fraud or fraudulent misrepresentation.

Notices concerning breach, termination or legal claims must be in writing and sent to the email or registered address in the Order, with notices to Bullwhip sent to info@bull-whip.com. Ordinary service and billing communications may be sent to the Customer's administrators or accounts email.

This agreement and any non-contractual dispute arising from it are governed by the laws of England and Wales. The courts of England and Wales have exclusive jurisdiction.

21. Contact details

Bullwhip Ltd
Company number: 16181678
Registered office: 24 Sandiway, Irlam, Manchester, M44 6EF
Email: info@bull-whip.com
Website: bull-whip.com
Platform: bull-whip.app

Schedule 1 — Data Processing Addendum

1. Scope and roles

This Schedule applies only where Bullwhip processes Customer Personal Data as a processor on the Customer's behalf. The Customer is the controller and Bullwhip is the processor for that processing. Each party remains an independent controller for processing for which it determines its own purposes and means.

The subject matter is the processing of Customer Personal Data necessary to provide, secure, support and maintain the subscribed Bullwhip service. Processing continues for the subscription and the limited wind-down, retention and backup periods described below.

2. Processing details

Bullwhip may collect, host, store, retrieve, structure, display, transmit, export at a User's request, delete and otherwise process Customer Personal Data as necessary to provide and protect the service.

Customer Personal Data may include:

• Customer and User names, roles, employers and work contact details;
• account, membership, authentication and recovery records;
• IP addresses, user agents, session records and security logs;
• searches, tags, favourites, lists, tasks, notes and support communications;
• export requests and, where separately enabled, import records;
• User questions, relevant context and outputs associated with an invoked AI feature; and
• other personal data deliberately submitted through a separately agreed feature.

Data subjects may include Users, Customer personnel, Customer prospects, professional contacts and support or administrative contacts.

The Customer will not instruct Bullwhip to process special-category data, criminal-offence data, children's data or private consumer information unless the parties first expressly agree the scope and appropriate safeguards in writing.

3. Bullwhip's processor obligations

Bullwhip will:

• process Customer Personal Data only on the Customer's documented instructions, including this agreement and ordinary use of the service, unless the law requires otherwise;
• inform the Customer if, in our opinion, an instruction infringes applicable data-protection law;
• ensure people authorised to process Customer Personal Data are subject to confidentiality obligations;
• maintain technical and organisational measures appropriate to the risk;
• assist the Customer, taking into account the nature of the processing and information available to us, with data-subject requests, security obligations, personal-data-breach notifications, data-protection impact assessments and regulator consultations;
• notify the Customer without undue delay after becoming aware of a personal-data breach affecting Customer Personal Data and, where reasonably practicable, within 48 hours, providing information in phases where necessary as the investigation develops;
• make available information reasonably necessary to demonstrate compliance with this Schedule; and
• permit and reasonably contribute to an audit no more than once in any 12-month period, unless a personal-data breach or supervisory authority reasonably requires otherwise, subject to reasonable notice, confidentiality, security safeguards and the Customer meeting reasonable audit costs.

4. Security measures

Taking account of the state of the art, implementation cost and the nature, scope, context and purposes of processing, Bullwhip will maintain measures appropriate to the risk. These include, where appropriate:

• named-user authentication and account controls;
• server-side User, tenant and role authorisation;
• encryption in transit and provider-level protection for stored information;
• private storage and authenticated delivery of Customer-generated exports;
• restricted personnel and administrative access based on role and need;
• security logging, monitoring and incident handling;
• vulnerability, dependency and change management;
• protected backups and recovery procedures; and
• account offboarding and access-revocation procedures.

Bullwhip may update the implementation of these measures where it maintains a materially equivalent or higher level of protection. No measure eliminates all security risk.

5. Subprocessors

The Customer gives Bullwhip general written authorisation to appoint subprocessors where reasonably necessary to provide the service. Bullwhip will:

• carry out proportionate due diligence;
• impose written data-protection obligations that provide materially equivalent protection for Customer Personal Data;
• remain responsible for the subprocessor's performance of those obligations; and
• provide at least 30 days' notice of an intended addition or replacement where the change materially affects processing of Customer Personal Data.

The Customer may object during that notice period on reasonable data-protection grounds. The parties will work in good faith to resolve the concern. If they cannot do so within a reasonable period, the Customer may terminate the affected service before the change takes effect.

Current provider categories and relevant processing are described in our Privacy Policy or made available on request. Not every supplier or customer-selected identity provider acts as Bullwhip's subprocessor.

6. International transfers

Bullwhip will not transfer Customer Personal Data outside the United Kingdom unless the transfer complies with applicable data-protection law. Where an adequacy regulation does not apply, Bullwhip will use an appropriate safeguard such as the UK International Data Transfer Agreement, the UK Addendum to the EU Standard Contractual Clauses, or another lawful mechanism, together with supplementary measures where appropriate.

7. Return, deletion and retention

At the end of the service and at the Customer's written choice, Bullwhip will return or delete Customer Personal Data unless the law requires retention.

Unless a different period is agreed:

• active Customer Personal Data will be deleted or de-identified within 30 days after termination;
• generated export files will be deleted on the Customer's request or through the service wind-down process after termination;
• optional uploaded import files will be deleted within 30 days after upload unless a longer period is needed for an agreed feature; and
• protected backup copies will remain isolated from ordinary use and be deleted through the normal backup lifecycle.

Bullwhip may retain records required by law, needed to establish or defend legal claims, or required for security and incident records. A minimal suppression record may also be retained where necessary to honour an objection or prevent erased professional contact information from being reacquired.

8. Customer obligations

The Customer warrants that:

• it is entitled to provide Customer Personal Data and instruct Bullwhip to process it;
• its instructions and use of the service comply with applicable law;
• it will provide any notices and obtain any permissions required for its processing; and
• it will not use the service to evade a data subject's objection, opt-out or other applicable right.