Privacy policy.
This policy explains what personal information we collect, why we collect it, who we share it with, and the choices you have. We wrote it to be read, so it is short where it can be.
Who we are
2AM Brands ("2AM", "we", "us" or "our") is operated by Mulcahy Group Pty Ltd (ACN 701 457 776), an Australian company based in Victoria, Australia. Mulcahy Group Pty Ltd is responsible for your personal information under this policy.
This policy covers 2ambrands.com, the applications you send us, 2AM Advisory (the program, office hours, the community and our work with brands), applications to 2AM Capital, and our emails (together, the "Service").
What we collect
Information you give us
- Contact details, such as your name, email address, phone number, country, company, role, website and social media handles.
- Advisory applications that you send through our application form, such as your brand, what you sell, your revenue, your goals and anything else you choose to tell us.
- Capital applications that you send through our Capital form, such as your brand name, your revenue for the last 12 months and your pitch deck.
- Membership and billing details when you join 2AM Advisory, such as your name, email address, country and subscription status. Stripe collects your card details. We never see or store your full card number.
- Community content that you post in the 2AM Advisory community, such as your profile, posts, comments, questions and the tasks you share.
- Session participation, such as your name, voice, image and chat messages when you join weekly office hours or your strategy session.
- Messages that you send us by email, social media or any other channel.
Information we collect automatically
- Device and log data, such as your IP address, browser type, device type, the pages you visit and the time of your visit. Our hosting provider, Cloudflare, records this to deliver and protect the site.
- Email engagement data, such as whether you open our emails and which links you click.
Information from other sources
- Payment status from Stripe, such as whether a payment went through.
- Membership status from Circle, the platform that hosts the program and the community, and from Slack, where each member has a private channel with our team.
- Public information about your brand, such as your website, store and public social media, when you apply.
Please do not send us sensitive information, such as health information, racial or ethnic origin, political opinions, religious beliefs or government identification numbers. We do not need it.
Cookies
We do not use advertising cookies or analytics cookies on 2ambrands.com. We only use cookies that the site needs to work and stay secure, such as the security cookies that Cloudflare sets. You can block cookies in your browser settings, but some parts of the site may then stop working.
When you go to our checkout (Stripe) or the program, community and member channels (Circle and Slack), those services set their own cookies under their own policies.
How we use it
We use your personal information to:
- reply to your application or message, and decide whether 2AM Advisory is a good fit for your brand;
- assess applications to 2AM Capital, and talk with you about a possible investment;
- run 2AM Advisory, including billing, the program, weekly office hours, recordings, the community and your strategy session;
- set up the brand operating system in your accounts, and deliver our work for brands;
- send you emails about the Service, such as receipts, access details and changes;
- send you our newsletter and news about what we are building, if you sign up or are a member. You can unsubscribe at any time;
- understand what is working and improve the Service;
- keep the Service secure and prevent fraud and misuse; and
- meet our legal, tax and accounting obligations, and protect our legal rights.
AI tools. We use AI tools, such as Claude (Anthropic) and ChatGPT (OpenAI), to help us run our business, for example to sort our inbox, summarise applications and draft replies. When we put personal information into these tools, we use business settings that do not let the provider train its models on it.
We do not sell your personal information. We do not make decisions about you by automated means alone that have legal or similarly significant effects on you.
Who we share it with
We share personal information only as this policy describes, or with your consent.
| Provider | What they do for us |
|---|---|
| Cloudflare | Hosts and protects the website |
| Stripe | Processes 2AM Advisory payments (Stripe privacy policy) |
| Circle | Hosts the 2AM Advisory program and community |
| Slack | Hosts each 2AM Advisory member's private channel with our team |
| Kit | Sends our emails and newsletter |
| Google Workspace | Our email, calendar, call bookings, video calls and documents |
| Notion | Stores applications, the pitch decks you send us, our internal notes and project tracking |
| Anthropic and OpenAI | AI tools that help us work, as described above |
We also share personal information with:
- Our team and contractors, who need it to do their work and must keep it confidential;
- Our vetted partners, only when you ask us to introduce you to one;
- Professional advisers, such as our accountant, lawyers and insurers;
- Authorities, when the law requires it, or when we need to protect our rights, your safety or the safety of others;
- A buyer or investor, if all or part of our business is sold, merged or financed. They must protect your information in the same way; and
- Other members, for what you post in the community or say in a live session (see below).
2AM Advisory members
Other members can see your community profile and what you post. We record weekly office hours and share the recordings with members. If you join office hours, other members can see and hear what you share, and may watch it later in the recording. You can keep your camera off and use the chat instead.
Circle, Slack and Stripe also handle your information under their own privacy policies. You can cancel your membership at any time.
2AM Capital applications
When you apply to 2AM Capital, we use what you send, including your deck, to assess whether to invest and to talk with you about it. Only our team and the advisers involved in that decision see it. We keep it only for as long as we need it for that, and you can ask us to delete it at any time.
Your accounts and our client work
We set up the systems we build in your own accounts, such as your Claude or ChatGPT account, so that your information stays under your control and your agreement with that provider. When we work with your brand under a service agreement, we handle your business information under that agreement. Where a service agreement and this policy differ about your business information, the service agreement applies.
How long we keep it
We keep personal information only for as long as we need it for the purposes in this policy. We keep billing and payment records for at least five years, because Australian tax law requires it. When we no longer need information, we delete it or remove anything that identifies you.
Where it is stored
We are based in Australia. Most of our providers store information in the United States, and some store it in Europe or other countries. These countries may have different privacy laws to yours. We choose providers that protect personal information to a standard similar to Australian and European law, and that offer data processing terms, such as the standard contractual clauses approved for transfers out of Europe.
Security
We use reasonable technical and organisational measures to protect your personal information, such as limiting who can access it and choosing providers with strong security records. No system is completely secure, so we cannot guarantee the security of your information. If a data breach is likely to cause you serious harm, we will tell you and the relevant regulator as the law requires.
Your rights
Wherever you live, you can ask us to:
- give you a copy of the personal information we hold about you;
- correct information that is wrong or out of date;
- delete your information, unless we must keep it by law; and
- stop sending you marketing emails. Every marketing email has an unsubscribe link.
To make a request, email us at [email protected]. We may ask you to confirm your identity first. We reply within 30 days. We do not charge you for a request, unless the law lets us charge for a request that is clearly unfounded or excessive.
Australia
We handle personal information in line with the Privacy Act 1988 (Cth) and the Australian Privacy Principles. You can deal with us without giving your name where that is practical, such as when you ask a general question. If you have a complaint about how we handle your personal information, email us first and we will reply within 30 days. If you are not happy with our reply, you can complain to the Office of the Australian Information Commissioner at oaic.gov.au or on 1300 363 992.
Europe and the United Kingdom
If you are in the European Economic Area or the United Kingdom, the GDPR or UK GDPR gives you extra rights. Mulcahy Group Pty Ltd is the controller of your personal information. We rely on these legal bases:
| Purpose | Legal basis |
|---|---|
| Running 2AM Advisory and our client work, and billing | Contract: we need it to deliver what you signed up for |
| Replying to applications and messages, and assessing Capital applications | Legitimate interests: we want to answer people who contact us, and steps you ask us to take before a contract |
| Marketing emails | Consent, or legitimate interests where the law allows it for existing members |
| Improving the Service and using AI tools to help us work | Legitimate interests: we want to run a good, efficient service |
| Security and fraud prevention | Legitimate interests, and legal obligation |
| Tax, accounting and legal obligations | Legal obligation |
As well as the rights above, you can ask us to transfer your information to you or another company in a machine-readable format, restrict how we use it, or object to our use of it where we rely on legitimate interests. Where we rely on your consent, you can withdraw it at any time. You can also complain to the data protection authority where you live. In the UK, that is the Information Commissioner's Office at ico.org.uk.
United States
If you live in a US state with a consumer privacy law, you may have rights to know, access, correct and delete your personal information, and to appeal if we refuse a request. We do not sell your personal information, and we do not share it for targeted advertising. To use your rights, email us. We will not treat you differently for using them.
Children
The Service is for adults running or building a business. It is not for anyone under 18, and we do not knowingly collect information from children. If you think a child has given us personal information, email us and we will delete it.
Other websites
The Service links to other websites and services, such as Stripe, Circle, Slack and Instagram. We do not control them, and their own privacy policies apply when you use them.
Changes to this policy
We may update this policy when our Service or the law changes. We will change the effective date at the top of the page. If a change is significant, we will also tell members and clients by email before it takes effect.
Contact us
For questions about this policy or your personal information, contact us:
- Email: [email protected]
- Company: Mulcahy Group Pty Ltd (ACN 701 457 776), Victoria, Australia