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    Terms of Service

    Last updated: 1 October 2026  |  Applies to: alira.uk

    1. Agreement to Terms

    By accessing or using alira.uk, you agree to be bound by these Terms of Service and all applicable laws. If you do not agree, you must stop using our services immediately.

    These terms form a legally binding agreement between you and ALIRA Advisory Ltd (trading as ALIRA.), Company No: 16419663, registered in England & Wales. Please read them carefully.

    2. Our Services

    ALIRA. provides the following through our platform:

    • AI-assisted business strategy planning and personalised business plans
    • Strategic business tools, including analysis frameworks and decision-making aids
    • NHS Quality Improvement (QI) planning tools
    • Consultation and advisory services
    • Content, website, and systems support

    All services are provided on an "as is" basis. Whilst we aim to deliver accurate, high-quality outputs, we do not warrant that results will be suitable for every individual circumstance. Our services are intended to support and inform your decisions, not to replace independent professional advice.

    3. NHS QI Tools: Important Limitations

    The following terms apply specifically to use of our NHS Quality Improvement tools at alira.uk/nhs-qi.

    • No patient data: You must not enter any patient-identifiable information into our platform. This includes names, NHS numbers, dates of birth, diagnoses, clinical records, or any data from which a patient could be identified. All improvement briefs must be anonymised before submission. Breach of this requirement may constitute a breach of UK GDPR and NHS data security standards.
    • Not clinical advice: Outputs generated by our NHS QI tools are structured improvement planning frameworks only. They are not clinical advice, diagnoses, treatment plans, or validated clinical guidance. Do not use our outputs to make clinical decisions.
    • Not a medical device: Our NHS QI tools are not registered as, and are not intended to function as, medical devices under the Medical Devices Regulations 2002 (SI 2002/618) or the UK Medical Device Regulation 2002 as retained in UK law. They are administrative and planning aids only.
    • Not a substitute for clinical governance: Use of our tools does not satisfy, replace, or fulfil any clinical governance, NICE guideline, patient safety, or regulatory requirement. You remain responsible for your organisation's clinical governance obligations.
    • DSP Toolkit compliance: NHS organisations are responsible for ensuring their own staff's use of our platform complies with their Data Security and Protection (DSP) Toolkit obligations, particularly regarding information entered into improvement briefs.
    • Caldicott Principles: By using our NHS QI tools, you confirm that any information you enter is appropriately anonymised and that no patient-identifiable data is shared with our platform.
    • Liability: ALIRA. accepts no liability for clinical outcomes, patient safety incidents, information governance breaches, or regulatory non-compliance arising from use of our NHS QI tools.

    4. User Accounts

    To access certain features, you may need to create an account. By doing so, you confirm that:

    • You are at least 18 years of age.
    • You will maintain the security and confidentiality of your login credentials.
    • You will not create more than one account per person.
    • All information you provide is accurate and up to date.

    You are responsible for all activity under your account. We reserve the right to suspend or terminate accounts that breach these terms.

    5. Credits and Payments

    • Credits are purchased in bundles. Every new account starts with 3 free credits.
    • Unused credits do not expire.
    • Subscription services renew automatically and may be cancelled at any time.
    • All prices are in British Pounds Sterling (GBP) and include VAT where applicable.
    • Payments are processed securely by Stripe. ALIRA. does not store your payment card details.

    6. Refund Policy

    • Unused credit bundles: You are entitled to a full refund within 14 days of purchase, in accordance with the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013.
    • Subscription services: You may cancel at any time. Access continues until the end of your current billing period.
    • Tool results that did not help: For 7 days after a tool run, you can return the credits it used with the button beneath the result. No reason is required. This is limited to 3 runs in any 30 days. A run that fails before it completes is refunded automatically.
    • Personal plans: If a paid plan does not read as written for your business, email us within 14 days of paying and we will refund it in full. We may then return the plan to its unpaid view.
    • Workshops and sessions: We invoice after a session has run, never before. Each session lists what your team leaves with. If your team does not leave with it, we will run the session again at no cost or cancel the invoice, at your choice.
    • The ALIRA Programme: You may end the programme by telling us within seven days of the first session. You then pay only for that session and keep everything it produced.
    • Your statutory rights: By requesting a plan or tool result, you consent to its immediate delivery as digital content, which ends the statutory right to cancel under the Consumer Contracts Regulations 2013. The promises above are given in addition to that and do not depend on it. Nothing here affects your other rights under the Consumer Rights Act 2015.

    To request a refund, contact us at shuhayb@alira.uk.

    7. Intellectual Property

    Content generated specifically for you (business plans, analyses) is yours to use for your own business purposes.

    The ALIRA. platform, branding, tools, systems, underlying technology, and associated intellectual property remain the sole property of ALIRA Advisory Ltd. You may not reproduce, resell, redistribute, reverse-engineer, or create derivative works without our prior written consent.

    8. Acceptable Use

    • Use our services for lawful purposes only.
    • Do not attempt to reverse-engineer, exploit, or interfere with our systems.
    • Do not share your account credentials with any other person.
    • Do not submit false, misleading, or fraudulent information.
    • Do not enter patient-identifiable or sensitive health data into our platform.

    9. Data Protection

    We handle your personal data in accordance with UK GDPR, the Data Protection Act 2018, and PECR. Full details are in our Privacy Policy.

    10. AI-Generated Content

    ALIRA. uses AI systems, including Anthropic Claude and OpenRouter-powered advisor workflows where configured, to generate business plans, analyses, and advisor responses. We operate in accordance with the UK government's pro-innovation AI regulatory framework and ICO guidance on AI and data protection.

    Nature of outputs

    • All plans and analyses are AI-generated recommendations, not professional advice.
    • AI-generated outputs may contain errors, omissions, or guidance that is unsuitable for your specific situation.
    • We do not make automated decisions with legal or similarly significant effects using AI (Article 22 UK GDPR does not apply to our outputs).

    Your responsibilities

    • Do not rely solely on AI-generated plans for high-stakes decisions without obtaining independent professional advice from qualified consultants, accountants, or legal advisors.
    • You are responsible for validating recommendations before implementation.
    • ALIRA. is not liable for business outcomes or losses arising from reliance on AI-generated content.

    Your rights regarding AI outputs

    • Right to contest: Request a human review or challenge any AI-generated plan without penalty.
    • Right to explanation: Request a plain-English explanation of key recommendations.
    • Right to appeal: If you believe an output is inaccurate, biased, or unsuitable, email shuhayb@alira.uk. We will provide a human evaluation within 10 business days.

    Bias

    We commit to monitoring AI outputs for discriminatory patterns. To report suspected bias, email shuhayb@alira.uk.

    11. Service Availability

    We aim to provide a reliable, accessible service but do not guarantee uninterrupted or error-free access. We may carry out maintenance that temporarily affects availability.

    Outputs are advisory in nature and must not be treated as a substitute for independent professional, legal, financial, clinical, or accounting advice.

    12. Limitation of Liability

    To the fullest extent permitted by law:

    • Our total liability shall not exceed the total amount you have paid to ALIRA. in the 12 months preceding the event giving rise to the claim.
    • We are not liable for indirect, incidental, special, or consequential damages, including loss of profits, loss of business, or loss of data.
    • We are not liable for clinical outcomes, patient safety incidents, or NHS regulatory non-compliance arising from your use of our QI tools.

    Nothing in these terms excludes or limits liability for death or personal injury caused by our negligence, fraud or fraudulent misrepresentation, or any other liability that cannot be excluded under the laws of England and Wales.

    13. Dispute Resolution

    In the event of a dispute, please contact us first at shuhayb@alira.uk so that we may attempt to resolve it informally.

    These terms are governed by and construed in accordance with the laws of England and Wales. The courts of England and Wales have exclusive jurisdiction over any disputes arising from or in connection with these terms.

    14. Changes to Terms

    We may update these terms from time to time. Material changes will be communicated by email where possible, at least 14 days before they take effect. Continued use of our services following any amendment constitutes acceptance of the revised terms.

    15. Termination

    Either party may terminate this agreement at any time. You may do so by closing your account. We may terminate or suspend your access if you breach these terms.

    Upon termination, your data is handled in accordance with our Privacy Policy. Provisions relating to intellectual property, limitation of liability, and governing law survive termination.

    16. Contact

    • Email: shuhayb@alira.uk
    • Phone: +44 7438 747300
    • Company: ALIRA Advisory Ltd, registered in England & Wales, Company No: 16419663