These Terms of Service govern your use of the websites operated by B2B Identity Ltd, including b2bidentity.co.uk and all subdomains, and specifically the IOD Thinker diagnostic tool at b2bidentity.co.uk/thinker/ (the "Tool"). By accessing or using any part of our services, you agree to be bound by these terms.
B2B Identity Ltd is a company registered in England and Wales (Company No. 17068528), with its registered address in Darlington, North East England ("we", "us", "our"). Our contact email is hello@b2bidentity.co.uk.
If you do not agree to these terms, do not use our services.
The IOD Thinker (Inverted Open Diagnostic Thinker) is an AI-assisted psycholinguistic diagnostic tool designed for founder-led UK B2B businesses. It conducts a structured conversation across six thematic areas to surface the underlying conviction, language patterns, and formation logic of a business founder. The output is a Formation Signal Document.
The Tool is powered in part by the Anthropic Claude API. The AI model generates responses and analysis based on your inputs. The output is the product of a structured diagnostic process designed by B2B Identity Ltd, applied to your specific session responses.
All prices are inclusive of VAT where applicable. Payment is taken in GBP via Stripe. We do not offer the Tool on a subscription basis. Each session is a separate transaction.
To use our services, you must:
The IOD Thinker is designed for founders and directors of UK B2B businesses. By using the Tool, you represent that you meet these eligibility criteria. The service is not designed for, and should not be used by, individuals for personal, domestic, or household purposes.
Where you are using the Tool on behalf of a company or other legal entity, you represent that you have authority to bind that entity to these terms.
The Tool conducts a conversational diagnostic across six islands of questioning. You respond in your own words. The AI facilitates the conversation and generates a Formation Signal Document at the end. Sessions typically take 20–40 minutes.
You are assigned an auto-generated session ID at the start of your session. This ID links your responses to your output. We recommend noting your session ID, as it is required if you contact us about your session.
You are responsible for the content you enter during your session. You must not input any of the following:
The Formation Signal Document generated at the end of your session is specific to you and your inputs. It is produced by the AI model following our diagnostic framework. The document is provided to you for your own business use.
We store your session responses and output in our database for 24 months to enable retrieval in the event of a technical issue preventing initial delivery. See our Privacy Policy for full data handling details.
Paid access (£149) is processed via Stripe, Inc. By proceeding to payment, you also agree to Stripe's Terms of Service. All transactions are in GBP. We do not store your card details.
The Formation Signal Document is digital content delivered immediately upon payment confirmation. Under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, you have a 14-day right to cancel a distance contract. However, this right is lost where you give express consent to the immediate supply of digital content and acknowledge that the cancellation right is thereby lost.
By clicking "Unlock Full Document" and completing payment, you expressly consent to immediate delivery of the digital content and acknowledge that your 14-day right to cancel is lost upon delivery. This does not affect your statutory rights in relation to faulty or misdescribed digital content.
Because the Formation Signal Document is generated uniquely for you and delivered immediately upon payment, we do not offer refunds as a matter of course. Exceptions apply in the following circumstances:
If you believe you are entitled to a refund under any of these circumstances, contact us at hello@b2bidentity.co.uk within 14 days of your session date with your session ID and a description of the issue. We will investigate and respond within 5 business days. Approved refunds are processed via the original payment method.
B2B Identity Ltd is not currently VAT registered. Prices displayed are not subject to VAT unless stated otherwise. We will update these terms if our VAT status changes.
B2B Identity Ltd owns all intellectual property rights in:
Nothing in these terms transfers ownership of our intellectual property to you. You may not reproduce, reverse-engineer, distribute, or commercially exploit any part of our methodology or tools without our prior written consent.
The diagnostic responses you provide during your session remain yours. The Formation Signal Document generated from your session — the text of your output — is yours to use for your own business purposes without restriction. You may share, adapt, and deploy the content of your Formation Signal Document for your own commercial use.
You grant B2B Identity Ltd a limited, non-exclusive licence to process your session responses for the purpose of generating your document, storing it for the retention period specified in our Privacy Policy, and improving the diagnostic framework on an anonymised basis.
We will not sell, publicly disclose, or attribute your session responses or output to you without your explicit consent.
The Formation Signal Document is a diagnostic output designed to help you understand your business narrative and positioning. It is generated by an AI model applying our diagnostic framework to your session responses.
The document does not constitute, and should not be relied upon as:
The output is provided as a diagnostic starting point. How you apply it to your business is your decision and your responsibility. We make no representation that use of the output will result in any specific business result, increased revenue, improved conversion, or other outcome.
AI-generated content may contain inaccuracies or may not fully reflect the nuance of your inputs. You should review the output critically and apply your own judgement before acting on any part of it.
We aim to make the IOD Thinker available at all times, but we do not guarantee uninterrupted access. The Tool depends on third-party services including Anthropic's Claude API, Stripe, and our hosting provider. Downtime may occur due to maintenance, technical failure, or circumstances outside our control.
If a technical failure prevents delivery of your paid Formation Signal Document, we will either restore access to your document or issue a full refund. In the event of a session interruption before completion, we will attempt to restore your session from the stored state where possible.
We reserve the right to modify, suspend, or discontinue any part of our services at any time. Where we discontinue the paid tier, we will provide at least 30 days' notice and honour all sessions purchased before the notice date.
You agree not to use our services in any way that:
We reserve the right to terminate your access to the service without notice if we determine that you have materially breached these acceptable use conditions.
To the fullest extent permitted by law:
Nothing in these terms limits or excludes our liability for death or personal injury caused by our negligence, fraud or fraudulent misrepresentation, any liability that cannot be excluded by law, or your statutory rights as a consumer where applicable.
The IOD Thinker integrates with the following third-party services. Your use of these services is subject to their own terms:
We are not responsible for the content, availability, or practices of third-party services. Links to third-party sites are provided for convenience only.
We may update these Terms of Service from time to time. Material changes will be reflected in an updated version number and date at the top of this page. We will not apply changes retrospectively to completed transactions. Continued use of our services after updated terms are posted constitutes acceptance of those terms.
If we make changes that materially reduce your rights, we will notify you by posting a prominent notice on the relevant service page and, where we have your contact details, by email.
These terms and any dispute or claim arising from them (including non-contractual disputes or claims) shall be governed by and construed in accordance with the law of England and Wales.
The courts of England and Wales shall have exclusive jurisdiction to settle any dispute or claim arising from or in connection with these terms or their subject matter or formation, except that if you are a consumer resident in Scotland or Northern Ireland, you may also bring proceedings in the courts of your home jurisdiction.
Before initiating any formal dispute, we encourage you to contact us at hello@b2bidentity.co.uk to attempt to resolve the matter informally. We will endeavour to respond within 5 business days.
These Terms of Service, together with our Privacy Policy and Cookie Policy, constitute the entire agreement between you and B2B Identity Ltd in relation to your use of our services, and supersede all prior agreements and understandings.
If any provision of these terms is found by a court of competent jurisdiction to be invalid or unenforceable, that provision shall be limited or eliminated to the minimum extent necessary, and the remaining provisions shall continue in full force and effect.
Failure by B2B Identity Ltd to enforce any provision of these terms shall not constitute a waiver of that provision or any other provision, or of our right to enforce these terms in the future.
You may not assign or transfer your rights or obligations under these terms without our prior written consent. We may assign our rights and obligations to a successor entity in the event of a sale or merger of the business, provided that your rights under these terms are not materially diminished.
For any questions about these Terms of Service, contact us at hello@b2bidentity.co.uk or write to: B2B Identity Ltd, Darlington, North East England.