1. Definitions
- “Platform” — the Apex AI web application, APIs, automation workflows, and associated services available at apexaisystems.co.uk.
- “Subscriber” — a clinic, studio, or practice on a paid plan.
- “End Consumer” — an individual who interacts with a Subscriber’s booking portal (books appointments, makes payments, or subscribes to communications).
- “Services” — the booking, payment processing, appointment reminders, client communication, and admin automation features provided through the Platform.
2. Eligibility
The Platform is available to registered businesses operating lawfully in the United Kingdom. By subscribing, you confirm that you are authorised to enter into these terms on behalf of your business and that your use of the Platform complies with all applicable laws and regulations, including those specific to your industry (e.g., CQC registration for medical aesthetics where applicable).
3. Account Registration
You must provide accurate and complete information when creating an account. You are responsible for maintaining the security of your login credentials and for all activity under your account. Notify us immediately if you suspect unauthorised access.
4. Services Provided
Apex AI builds and runs your booking and automation system. Depending on your plan, this includes:
- 24/7 online booking portal branded to your business
- Automated deposit collection via Stripe
- SMS and email appointment reminders
- Lead capture and email marketing automation
- No-show recovery and follow-up sequences
- Calendar integration and management
- Performance reporting
We set up, deploy, and manage everything. Features depend on your plan. We reserve the right to modify features with reasonable notice.
5. Subscriptions & Payments
- We bill monthly in advance via Stripe. A one-time setup fee may apply.
- All prices are in GBP and exclusive of VAT where applicable.
- We may adjust pricing with 30 days written notice. Using the service after that notice means you accept the change.
- Failed payments will be retried automatically. After 3 failed attempts, we may suspend access to the Platform until payment is resolved.
6. Cancellation
You may cancel your subscription at any time with 30 days’ written notice. Upon cancellation:
- Your booking portal will be deactivated at the end of the billing period
- You may request an export of your data within 30 days of cancellation
- End consumer data is deleted within 90 days of account closure
- Setup fees are non-refundable
7. Your Obligations
As a Subscriber, you agree to:
- Follow all laws when using the Platform, including UK GDPR, consumer protection regulations, and any industry-specific requirements
- Maintain appropriate insurance and registrations for the services you offer to your clients
- Not use the Platform for any unlawful, fraudulent, or harmful purpose
- Be responsible for the accuracy of your treatment listings, pricing, and availability
- Inform your end consumers that their data will be processed through our Platform (as data processor) and direct them to your own privacy policy
8. Data Processing
We process your customers’ data under UK GDPR. A Data Processing Agreement is available on request. You remain the data controller for your client data and are responsible for ensuring a lawful basis for processing.
See our Privacy Policy for full details on how we handle personal data.
9. Intellectual Property
- The Platform, including its design, code, workflows, and documentation, is owned by Apex AI. Your subscription grants a non-exclusive, non-transferable licence to use the Platform for the duration of your subscription.
- Content you provide (logos, treatment descriptions, images) remains your property. You grant us a licence to display this content on your booking portal.
- We may use anonymised, aggregated data for platform improvement and benchmarking. No individually identifiable data is shared.
10. Service Availability
We aim to maintain high availability but do not guarantee uninterrupted service. Planned maintenance will be communicated in advance where possible. We are not liable for downtime caused by third-party providers (Stripe, Supabase, Twilio, etc.), force majeure events, or factors outside our reasonable control.
11. Limitation of Liability
- The Platform is provided “as is”. To the maximum extent permitted by law, we exclude all implied warranties.
- We are not liable for indirect, incidental, or consequential losses, including lost revenue, missed bookings, or business interruption.
- Our total liability under these terms is limited to the fees paid by you in the 12 months preceding the claim.
- Nothing in these terms excludes liability for death or personal injury caused by negligence, fraud, or any other liability that cannot be excluded by law.
12. Indemnity
You agree to indemnify Apex AI against any claims, losses, or expenses arising from your breach of these terms, your violation of applicable law, or your end consumers’ use of your booking portal.
13. Governing Law
These terms are governed by the laws of England and Wales. Any disputes will be subject to the exclusive jurisdiction of the courts of England and Wales.
14. Changes to These Terms
We may update these terms from time to time. Material changes will be communicated with at least 30 days’ notice via email. Continued use of the Platform after the notice period constitutes acceptance of the updated terms.
See also our Privacy Policy for details on how we collect, use, and protect personal data.