Privacy Policy

Last updated: February 2026

PrimeAgent, a trading name of Seringa Ltd (UK) (“we”, “us”, “our”), is committed to protecting your personal information in line with the Protection of Personal Information Act 4 of 2013 (POPIA) and this policy. This policy describes how we collect, use, store, and protect information when you use our website and when you or your organisation use our AI agent services.

1. Who this policy applies to

This policy applies to (a) visitors and users of the PrimeAgent website (primeagent.co.za and related pages), and (b) individuals whose information is processed when they interact with our AI agent (e.g. leads contacting an estate agency that uses PrimeAgent via WhatsApp).

2. Information we collect

2.1 Website (this site)

  • Form submissions: When you submit the “Book a Demo” or “Contact” form, we collect the details you provide (e.g. name, email, phone, company, role, message). Submissions are processed by our form provider and sent to us for response.
  • Cookies and similar technologies: We use cookies and similar technologies as described below, including for Google Analytics.

2.2 Google Analytics on this website

We use Google Analytics to understand how visitors use our website. Google Analytics may collect:

  • IP address (may be anonymised depending on configuration)
  • Device and browser type
  • Pages visited, time on site, and approximate geographic location
  • Referral source (e.g. how you reached our site)

This data is processed by Google in accordance with their Privacy Policy and their use of cookies. You can opt out of Google Analytics using the Google Analytics Opt-out Browser Add-on or your browser’s cookie settings.

2.3 PrimeAgent AI agent (when used by estate agencies)

When an estate agency uses our AI agent (e.g. Eva, the Lead Agent) to handle enquiries over WhatsApp or other channels, we process personal information on behalf of that agency. The agent implementation may collect and store:

  • Conversation data: Messages exchanged between the lead and the agent, including timestamps.
  • Lead and qualification data: Information shared during the conversation, such as name, contact details, budget, preferred area, move date, property type (e.g. sale or rental), number of bedrooms, and income (where relevant for bond affordability checks).
  • Booking data: Viewing appointment details (property, date/time, status), including linkage to the agency’s calendar where the agent is integrated with Google Calendar.
  • Audit and operational data: Logs of agent actions (e.g. property searches, availability checks, booking confirmations, escalations to a human agent) for security, compliance, and improvement.

This data is stored in databases and systems used to operate the agent (e.g. for lead and booking records, and where applicable for calendar integration). The agency you are dealing with is the primary data controller for that relationship; we act as a processor in providing the agent service.

3. How we use your information

  • To respond to your enquiries and provide demos or support.
  • To operate, improve, and secure our website and AI agent services.
  • To analyse website usage via Google Analytics (as above).
  • Where the agent is used: to qualify leads, match properties, check availability, book or manage viewings, perform bond affordability checks, and escalate to a human when appropriate.
  • To comply with legal obligations and protect our rights.

4. Legal basis (POPIA)

We process personal information where we have your consent, where it is necessary to perform a contract or take steps at your request, where we have a legitimate interest (e.g. improving our services, security), or where required by law. Where we rely on consent, you may withdraw it at any time by contacting us.

5. Retention

We retain personal information only for as long as needed for the purposes set out in this policy, or as required by law. Conversation and lead data in the agent system may be retained for the duration of the business relationship with the estate agency and for a reasonable period thereafter for compliance and dispute resolution.

6. Sharing and disclosure

We do not sell your personal information. We may share data with:

  • Service providers who assist us (e.g. hosting, form handling, analytics), under strict confidentiality and data protection terms.
  • The estate agency (and their authorised staff) when the agent is used to manage that agency’s leads and bookings.
  • Authorities when required by law or to protect our legal rights.

When the agent integrates with Google Calendar, viewing events are created in the agency’s calendar in accordance with the agency’s and Google’s terms and policies.

7. Your rights under POPIA

You have the right to:

  • Know what personal information we hold about you and request access to it.
  • Request correction of inaccurate or incomplete information.
  • Object to processing or request deletion in certain circumstances.
  • Lodge a complaint with the South African Information Regulator.

To exercise these rights, please use our contact form. We will respond within a reasonable time as required by POPIA.

8. Security

We use appropriate technical and organisational measures to protect your personal information against unauthorised access, loss, or misuse. Data is stored on infrastructure appropriate for the South African context. No method of transmission or storage is 100% secure; we cannot guarantee absolute security.

9. Children

Our services are not directed at children. We do not knowingly collect personal information from anyone under 18. If you believe we have collected such information, please contact us so we can delete it.

10. Changes to this policy

We may update this policy from time to time. The “Last updated” date at the top will be revised, and material changes may be communicated via the website or email where appropriate. Continued use of the website or agent services after changes constitutes acceptance of the updated policy.

11. Contact

PrimeAgent is a trading name of Seringa Ltd (UK). For privacy-related questions or to exercise your rights, please use our contact form.