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Privacy Policy

Last updated: 2026-10-15

Liljedahl Advisory AB ("we," "our," or "us") respects your privacy and is committed to protecting your personal data. This privacy policy explains how we collect, use, and protect your information when you use our services or visit our website.

For virtual data rooms, the specific information in section 14 applies, including roles, retention and providers. The information about AI and Exit Readiness in section 13 describes a separate service.

The data controller for your personal data is:
Liljedahl Advisory AB
Sundstorget 2, Helsingborg, Sweden
Email: svante@liljedahladvisory.se
Phone: +46 (0) 738 53 53 09

Personal Information You Provide

  • Contact information (name, email address, phone number)
  • Company information and professional details
  • Communication preferences
  • Information provided during consultations and engagements
  • Financial information relevant to our advisory services
  • Information submitted through our Exit Readiness Assessment tool (see Section 13 for details)

Information We Collect Automatically

  • Website usage data (pages visited, time spent)
  • Technical information (IP address, browser type, device information)
  • Cookies and similar tracking technologies

We process your personal data based on the following legal grounds:

  • Contract performance: To provide our advisory services and fulfill our contractual obligations
  • Legitimate interest: For business development, marketing, and improving our services
  • Legal obligation: To comply with anti-money laundering laws and other legal requirements
  • Consent: Where you have given explicit consent for specific processing activities, including the use of our Exit Readiness Assessment tool
  • Provide M&A advisory and legal services
  • Communicate about our services and respond to inquiries
  • Conduct due diligence and compliance checks
  • Analyze and improve our services
  • Send relevant business communications (with your consent)
  • Comply with legal and regulatory requirements
  • Protect against fraud and maintain security
  • Deliver the Exit Readiness Assessment and associated reporting (see Section 13)

We may share your information with:

  • Service providers: Third-party vendors who assist in our operations (e.g., hosting, email delivery, and AI-based text generation services used to produce assessment reports)
  • Security and abuse prevention: Cloudflare Turnstile is used in the client intake form to distinguish legitimate visitors from automated abuse attempts.
  • Professional advisors: Lawyers, accountants, and other consultants
  • Regulatory authorities: When required by law or regulation
  • Business partners: With your explicit consent for specific transactions

We do not sell your personal data to third parties.

Your data may be transferred to and processed in countries outside the EU/EEA. This includes data processed by third-party service providers used in connection with our Exit Readiness Assessment tool (such as AI service providers and cloud hosting). When we transfer data internationally, we ensure adequate protection through appropriate safeguards such as Standard Contractual Clauses or adequacy decisions by the European Commission.

We retain your personal data only as long as necessary for the purposes outlined in this policy or as required by law. Generally:

  • Client engagement data: 7 years after completion of services
  • Exit Readiness Assessment data: 24 months from submission, unless you request earlier deletion
  • Marketing communications: Until you withdraw consent
  • Website data: Up to 2 years for analytics purposes
  • Legal compliance data: As required by applicable law

You have the following rights regarding your personal data:

  • Access: Request access to your personal data
  • Rectification: Correct inaccurate or incomplete data
  • Erasure: Request deletion of your data
  • Restriction: Limit how we process your data
  • Portability: Receive your data in a structured format
  • Objection: Object to processing based on legitimate interests
  • Withdraw consent: Where processing is based on consent

To exercise your rights, contact us at svante@liljedahladvisory.se. We will respond within one month.

Our website uses cookies to improve functionality and analyze usage. You can control cookie preferences through your browser settings. Essential cookies necessary for website operation cannot be disabled.

We implement appropriate technical and organizational measures to protect your personal data against unauthorized access, alteration, disclosure, or destruction. This includes encryption of data in transit (HTTPS) and at rest, access controls, and regular security reviews. However, no internet transmission is completely secure.

We may update this privacy policy periodically. Material changes will be communicated through our website or direct notification. Notice of a policy change is not consent under the GDPR. Where a particular processing activity requires consent, it is obtained separately.

For privacy-related questions or to exercise your rights, contact:
Email: svante@liljedahladvisory.se
Phone: +46 (0) 738 53 53 09

You also have the right to lodge a complaint with the Swedish Data Protection Authority (Integritetsskyddsmyndigheten) if you believe we have not handled your personal data in accordance with applicable law.

This section specifically addresses how we handle personal data and business information collected through our Exit Readiness Assessment tool, a self-service evaluation available on our website.

13.1 What We Collect

When you use the Exit Readiness Assessment, we collect:

  • Registration data: Your name, email address, company name, and optionally your phone number and role within the company.
  • Assessment responses: Your answers to the assessment questionnaire, which may include information about your company's governance, ownership structure, financial performance, contracts, intellectual property, employees, regulatory compliance, documentation readiness, and strategic position.
  • Free-text comments: Any optional comments you provide during the assessment.

13.2 How We Use This Data

Your assessment data is used exclusively for the following purposes:

  • Delivering your results: To calculate your exit readiness score and generate your assessment report.
  • Internal advisory preparation: A detailed version of the assessment results is sent to our M&A advisor (svante@liljedahladvisory.se) so that we can provide you with informed, relevant follow-up if you choose to contact us. This happens automatically upon completion of the assessment.
  • Service improvement: Aggregated and anonymized data may be used to improve the assessment tool and our understanding of common exit readiness challenges among Swedish companies. Individual responses are never published or shared in identifiable form.

13.3 What We Do NOT Do With Your Data

To be clear, we commit to the following:

  • We do not sell your assessment data to any third party.
  • We do not share your individual assessment responses with anyone outside of Liljedahl Advisory AB, except with third-party service providers strictly necessary to operate the tool (see Section 13.4).
  • We do not use your assessment data for unsolicited marketing beyond one follow-up communication related to your assessment results, unless you have separately opted in to receive marketing communications.
  • We do not publish or disclose your individual responses, scores, or company identity in any public context.

13.4 Third-Party Service Providers

To deliver the Exit Readiness Assessment, we use the following categories of third-party service providers. All providers are bound by data processing agreements (DPA) in compliance with GDPR:

  • Cloud hosting and database: To store your registration data and assessment responses securely.
  • AI text generation service: To generate analytical commentary in the internal advisory report. Your assessment responses (not your contact details) are sent to the AI service provider for this purpose. The AI provider does not retain your data beyond the processing request.
  • Email delivery service: To send confirmation emails and deliver the internal report to our advisor.

13.5 Legal Basis

The legal basis for processing your Exit Readiness Assessment data is consent, which you provide when you register and agree to this privacy policy before starting the assessment. You may withdraw your consent at any time by contacting svante@liljedahladvisory.se, in which case we will delete your assessment data.

13.6 Data Retention

Your Exit Readiness Assessment data (registration details, responses, and generated reports) is retained for a maximum of 24 months from the date of submission. After this period, it is automatically deleted unless you have entered into an advisory engagement with us, in which case client engagement retention periods apply (see Section 7). You may request deletion of your assessment data at any time.

13.7 Your Control

You are in control of your assessment data. At any point you may:

  • Request access to the data we hold from your assessment
  • Request deletion of all assessment data, including any internal reports generated from it
  • Withdraw consent for further processing

To exercise any of these rights, email svante@liljedahladvisory.se. We will process your request within one month.

Data and purposes

When you are invited, we process your name, email address, Microsoft identity, project membership and permissions to administer personal access and carry out the review. We also process questions, answers, review marks, notes, document messages and text entries used in the project.

The system records sign-ins, document openings, pages viewed, estimated viewing time, issued print and download files, and the time and version of acceptance of the entry terms. These records support project follow-up, traceability, troubleshooting and protection against unauthorised access. Estimated viewing time does not establish that materials have been read or understood. Issuing a print file does not prove that a paper copy was printed. Liljedahl Advisory does not use these data for automated decisions or assessment of a reviewer's work performance.

Visibility and email

Authorised project administrators can see review activity. Questions, answers, notes and document messages are shown to recipients allowed by each feature's permission rules. Morning summaries to authorised recipients may contain document titles and published questions and answers. The data room documents themselves are not attached to these summaries.

Roles and legal basis

Liljedahl Advisory AB is the controller for its own account and security processing and its independent advisory processing. For project materials handled solely on the client's instructions, the client is the controller. Contact Svante at the address below to identify the controller for your project and for help directing a request to the appropriate organisation.

For our own necessary administration, project follow-up and security, we rely on legitimate interests in carrying out the intended review, protecting materials and investigating errors or unauthorised access. Processing must be necessary and proportionate in relation to those interests and your rights. You may object to such processing. Contract is a legal basis only where processing is necessary for a contract with the data subject personally. Legal obligations and the handling of legal claims may justify separate processing. Acceptance of the entry terms is not general GDPR consent and does not itself authorise processing of other individuals' data.

Providers and transfers

Microsoft is used for identity verification, external invitations, email and storage of encrypted backups. Hetzner is used for traffic relay and limited operational checks. Documents are processed in the data room's operating environment. The data room feature does not send documents to external AI services for analysis; selecting a portal language does not cause documents to be machine-translated externally. Providers may process technical metadata for their services. Where a service entails a transfer outside the EU/EEA, an applicable transfer basis and the required safeguards must be in place. Contact us for information about the arrangements applicable to the relevant service.

Retention and closure

Project materials remain available for the project's defined period. At closure, we assess which materials should form part of a final copy or the engagement file and which should be erased. Materials in our engagement file are normally subject to the seven-year retention period in section 7. That period does not automatically apply to all project materials or all detailed review activity.

Account details and detailed activity are retained for as long as needed for project access, follow-up, security and investigation of specific errors or claims. This need is reviewed at project closure and upon an erasure request. Entry acceptances and relevant security logs may be retained with restricted access for as long as needed to establish the applicable access and terms or for legal obligations and claims. Marking a room as closed does not itself trigger automatic erasure.

Encrypted backups are used for recovery and rotated under the backup procedure. Data erased from active operation may remain in an older copy until it is replaced or deleted. On recovery, current access restrictions and erasure decisions must be applied before materials are made available again.

Your rights and contact

The rights in section 8 also apply to data room processing, subject to the conditions and limitations under the GDPR. Contact svante@liljedahladvisory.se for information, objections or other requests. You may also complain to the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten).

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