Terms of service.

These terms apply when you use Lumn’s lead follow-up service, the client dashboard, or have a website built. They form the agreement between you and me, so please read them before you sign up. Where they say “you”, they mean the business taking the service.

Lumn is a service for businesses. By signing up you confirm you are acting for your trade, business or profession, not as a private consumer. If you want a website for personal use, get in touch and I will agree terms with you separately.

A written quote or proposal from me can add to these terms for your particular project. If the two disagree, the quote wins for that project.

Built by Lumn (“Lumn”, “I”, “me”) is run by Bradley, a sole trader based in Maidenhead, UK. You can reach me at hello@builtbylumn.com. Notices under these terms can be sent to that address, and I will send yours to the email address you sign up with.

The follow-up service replies to new enquiries that reach you through the sources we connect (for example your website form or a forwarding email address), within minutes, on your behalf. If the person does not reply, it sends up to three short follow-ups, on day 1, 3 and 7 unless we agree other timings. The sequence for a person stops as soon as they reply, book, or use the opt-out link that is on every message.

Quote chasing: when you send a quote with your Lumn quotes address in Bcc, the customer gets up to three short follow-ups, on day 2, 5 and 10, until they reply. They never mention or change the price.

Review requests: a few days after you mark a job booked, the customer is asked for a Google review, if you have given me your review link.

Service reminders: if you turn them on, past customers you have done work for get a reminder when their regular service is due again, and one follow-up a week later if they don’t reply. Jobs you mark booked are added automatically, and you can send me a list.

A results email on the 1st of each month: enquiries answered, replies that came after a follow-up, quotes chased, jobs marked won and review requests sent.

You also get the client dashboard, where you can see each enquiry, what has been sent and what has come back, mark jobs won or lost, pause or stop follow-ups, and change your messages and settings.

Phone-only enquiries: on the standard plan, when someone leaves only a mobile number, you get the reply and each follow-up written for you, ready to send from your own phone. On Plus, you also get a UK mobile number for your business (your text line), and those messages are texted automatically from it, signed with your business name. People who text your text line get the same replies and follow-ups. Their replies come to you, and you can answer them by text from your dashboard or by replying to the email. Plus includes up to 300 texts a month; after that, messages fall back to ready-to-send texts until the next month. The text line is provided by Lumn through its texting provider for as long as you are on Plus, and stays with Lumn if you leave. Anyone can stop the texts by replying STOP.

Messages that look like spam, sales pitches, job applications and similar are filtered so they do not get follow-ups. Filtering is automatic and will occasionally get one wrong, so it is worth glancing at the filtered list.

Websites are built to a written quote that sets out what is included, the price and the timetable.

Our agreement starts when you accept a quote in writing (an email is fine) or start your plan in your Lumn dashboard, whichever comes first.

During setup we connect your enquiry sources, agree how your messages should sound, and test the sequence. Nothing is sent to your customers until you have seen the messages and told me to go live.

The prices are the ones on this website or in your quote when you sign up. You start your plan from your Lumn dashboard by adding a card. The setup fee is a one-off charge, taken from that card when you start your plan.

The monthly fee is charged in advance, from the day you go live, or from 30 days after you start your plan if you have not gone live by then. From then on it is taken from the same card each month. Card payments are handled by Stripe; Lumn never sees or stores your card details.

Lumn is not currently VAT registered, so no VAT is charged. If that changes, I will give you at least 30 days’ notice before VAT is added to your invoices, and you can cancel before then.

Invoices are due within 14 days. If one is more than 14 days overdue, I will remind you, and if it is still unpaid 7 days after that reminder I may pause the service until it is paid. I may also charge interest and compensation under the Late Payment of Commercial Debts (Interest) Act 1998.

For websites, the quote sets out when payments are due. Unless it says otherwise, half is due before work starts and the rest when the site goes live.

I may change the monthly price with at least 30 days’ notice by email. If you do not want to pay the new price, you can cancel before it takes effect.

While it is shown on the website, the first 5 businesses to sign up pay a setup fee of £149 instead of £249. In return, I ask for a review after three months.

The review is yours to write, good or bad, and you are free not to leave one. I will never ask you to change it. If I publish it, I will say that you received the founding offer.

There is no minimum term. You can cancel at any time by emailing hello@builtbylumn.com or, if you pay by card, from your dashboard. The service carries on until the end of the month you have paid for, and stops then. Part months are not refunded.

The setup fee is not refundable once setup work has started, because the work has been done.

I can end the service by giving you at least 30 days’ notice. I can end it straight away if you seriously break these terms, for example by using the service to message people who never contacted you, or if an invoice is more than 30 days overdue.

When the service ends, follow-ups stop. You can ask for an export of your enquiries within 30 days, after which I delete them, as section 11 explains.

If Lumn hasn’t helped you win at least one extra job in your first 60 days after going live, I will refund your setup fee.

An extra job means an enquiry or quote that you marked booked in Lumn, from someone who replied only after one of the follow-ups or quote chases. That is recorded automatically, so it is worth marking jobs booked as they happen.

To claim, email hello@builtbylumn.com within 14 days of the end of the 60 days. I will check the records with you and refund within 14 days. The refund covers the setup fee only, not monthly fees, and it doesn’t apply if follow-ups were paused, or your enquiries weren’t sent to Lumn, for a large part of that time.

You agree to:

• give me accurate information about your business and keep it up to date;
• only connect enquiries from people who contacted you about your products or services, and not use the service to send marketing to anyone who has not asked to hear from you;
• check your messages before they go live, and tell me if anything in them is wrong;
• respect every opt-out, including when you contact someone yourself;
• only mark a job booked when it genuinely is, as review requests and the guarantee both rely on it;
• only give me past customers whose details you got while doing work for them, who were given the chance to refuse marketing at the time and haven’t since. Reminders rely on the “soft opt-in” for existing customers under the Privacy and Electronic Communications Regulations, so they are only about services like the ones they had;
• keep your dashboard access to yourself and the people you trust with it;
• deal with your customers yourself: quoting, booking, the work, and any complaints about it.

Lumn sends messages on your behalf, but the relationship with your customer, and anything you promise them, is yours.

Review requests go to every customer whose job you mark booked, not only the ones you expect to be happy. Asking selectively, or offering anything in return for a review, is against Google’s rules and UK consumer law, so please don’t ask me to set it up that way.

You can give me a short sample of how you write. The service uses it to write each message in your style, about the job that person asked for. This may use an AI model (currently Anthropic’s Claude). Every message is checked automatically before it is sent, and if a check fails, the agreed standard wording is sent instead.

Messages never quote prices, dates or availability on your behalf, and never make promises about the work. If you would rather every message used your exact wording, you can switch that on for any message in the dashboard.

For the details of people who enquire with you, you are the controller and I am your processor under UK data protection law. This section is our agreement for that, as Article 28 of the UK GDPR requires. I will:

• only use those details to provide the service, and only on your instructions as set out in these terms and the dashboard settings;
• keep them confidential, and make sure anyone who works on them is bound to do the same;
• keep them secure, including encryption in transit and access limited to what the service needs;
• only use these sub-processors: Cloudflare (hosting and storage), Resend (sending email), and Anthropic (writing messages, only when voice-written messages are on). I will tell you before adding or replacing one, so you can object;
• help you respond if someone asks to see, correct or delete their details, and with any data protection questions about the service;
• tell you without undue delay if I become aware of a breach affecting those details;
• delete them within 30 days of the service ending, after giving you the chance to take an export, unless the law requires me to keep them;
• give you the information you reasonably need to show these promises are kept.

Some of these providers may process data outside the UK. Where they do, it is covered by the safeguards UK law requires, such as the UK International Data Transfer Addendum.

You are responsible for having a lawful basis to handle your customers’ details and for telling them how you use them, for example in your own privacy notice. How Lumn handles the details of people who contact Lumn itself is set out in the privacy notice at builtbylumn.com/privacy.

Once a website is paid for in full, you own the design, text and images made specifically for you. I keep ownership of the general code, tools and templates I use across projects, and give you a permanent licence to use them as part of your site.

Photos, fonts and other material from third parties are used under their own licences, which I will tell you about where they matter. Content you supply is yours, and you confirm you have the right to use it.

Hosting, security updates and small edits are included while you pay the monthly fee. If you leave, I will hand over your site’s files so it can be hosted elsewhere.

I will provide the service with reasonable skill and care. I cannot promise a number of enquiries, replies or booked jobs; that depends on your market, your prices and how you follow up. Figures on this website, such as the calculator, are illustrations, not forecasts.

The service depends on providers such as Cloudflare and Resend, and on email systems I do not control. I aim to keep it running all the time, but it may occasionally be unavailable, or a message may be delayed or filtered by the recipient’s email provider. If something goes wrong that affects you, I will tell you and fix what I can.

I am not responsible for delays or failures caused by events outside my reasonable control.

Nothing in these terms limits liability for death or personal injury caused by negligence, for fraud, or for anything else that cannot be limited by law.

Otherwise, I am not liable for loss of profit, revenue, business or goodwill, for lost jobs, or for indirect or consequential loss. My total liability to you under or in connection with this agreement is limited to the fees you paid me in the 12 months before the event that caused the claim.

If you refer a business to Lumn and they become a client, you get a one-off reward of £50. The rules:

• they must be new to Lumn, and must name you, or use your referral link, before they sign up;
• the reward is earned once they have paid for their second month of the service, and paid to you by bank transfer within 14 days of that payment;
• it is a single payment per business referred, whichever plan they choose, not a share of what they pay;
• you cannot refer yourself, your own business, or a business you own or run;
• there is no limit on how many businesses you refer;
• you are responsible for any tax due on what you receive.

Anyone can take part, client or not. I may change or end the scheme, but any reward already earned will still be paid.

I may update these terms, for example when the service changes. For any change that affects you materially, I will email you at least 30 days before it takes effect. If you do not agree, you can cancel before then. Carrying on using the service after that date means you accept the change.

These terms, together with any quote for your project, are the whole agreement between us about the service.

Neither of us can transfer this agreement to someone else without the other’s written agreement, except that I may transfer it to a business that takes over Lumn, and will tell you if I do.

If a court decides part of these terms cannot be enforced, the rest still applies. If either of us does not enforce a right straight away, we can still enforce it later. Nobody else has a right to enforce these terms under the Contracts (Rights of Third Parties) Act 1999.

These terms are governed by the law of England and Wales, and the courts of England and Wales deal with any dispute. Before going to court, we will both try to settle it by talking.