Written in plain English so you can actually read them.
Last reviewed: November 2026
These terms (the "Terms") are a binding agreement between Smar Group Ltd ("we", "us") and the person or organisation that creates an account on SmarCEO ("you", "your organisation").
By creating an account or using SmarCEO, you accept these Terms. If you don't, don't use SmarCEO.
Where you create an account on behalf of a company or other organisation, you confirm you have the authority to bind that organisation to these Terms.
SmarCEO is a web application that reads from the business systems you authorise — accounting packages (Xero, QuickBooks), operational systems (such as Guestline), and others — and presents the data back to you on a single dashboard.
SmarCEO also includes an AI assistant (Ask SmarCEO) that forwards your questions and a snapshot of your live dashboard data to OpenAI in order to answer them, and an asset-valuation tool that computes indicative property and business valuations from figures you enter. Both outputs are indicative only — not formal valuations, not advice, and not a substitute for professional judgement.
SmarCEO is a reporting service. It does not post, modify or delete data in any connected system. It does not provide financial advice, legal advice, tax advice, or any regulated service.
You agree not to:
SmarCEO is offered on tiers: Starter (free), Growth (£29/month), Portfolio (£49/month) and Power (£200/month). Credits may reduce your monthly bill directly, as described on the pricing page.
Paid tiers are billed monthly in advance. You can switch tiers at any time; upgrades take effect immediately and are prorated, downgrades take effect at the end of your current billing period.
You can cancel at any time. On cancellation you lose access to paid features at the end of your current billing period; your account remains on the free Starter tier unless you also delete it.
Fees are in GBP, exclusive of VAT. VAT is added where applicable.
Any data pulled into SmarCEO on your behalf — financial figures, operational metrics, documents you upload, anything else — is your data. We claim no rights of ownership over it.
You grant us a limited licence to process your data only to run the service for you. Our full privacy practices are set out in the Privacy Policy.
You can export your data in CSV or PDF at any time. On account deletion, your data is removed from live systems within 30 days and from backups within 7 further days.
We do not train AI models on your data. We do not sell your data.
We aim for high availability but do not currently offer a contractual SLA on the free tier or on self-serve paid tiers. We may update, improve or change SmarCEO at any time.
Planned maintenance that may affect you will be announced at least 48 hours in advance. Emergency maintenance may happen without notice.
Larger customers who need a contractual SLA can negotiate one by emailing legal@smarceo.com.
SmarCEO reads from third-party systems you authorise (Xero, QuickBooks, Guestline etc.). Those systems have their own terms with you. We're not responsible for their availability, accuracy, or the way they handle your data on their side.
Where a third-party service is unavailable or returns bad data, SmarCEO's own display may be affected until that service recovers.
Except as expressly stated in these Terms, SmarCEO is provided "as is". We don't warrant that it will be error-free, uninterrupted, meet your specific requirements, or that any particular figure is accurate.
You should not rely on SmarCEO as the sole basis for financial, operational or strategic decisions. Always cross-check material numbers against the source systems.
Nothing in these Terms limits either side's liability for death or personal injury caused by negligence, fraud or anything else that cannot be limited under UK law.
Subject to that, our total aggregate liability to you in any 12-month period is limited to the greater of (a) the fees you paid us in that period, or (b) £100.
We're not liable for indirect loss, loss of profits, loss of business, loss of goodwill, or loss of or corruption of data not caused by our wilful acts.
You can delete your account at any time from Settings. We can suspend or terminate your account if you materially breach these Terms (notably Section 04 on acceptable use) and don't fix the problem within 7 days of us telling you about it.
We can suspend an account immediately, without notice, if we reasonably believe the account is being used to attack SmarCEO or any other customer.
When we change these Terms we update the "Last reviewed" date. For material changes, we email every active customer with a plain-English summary at least 14 days before the change takes effect; if you don't agree, cancel inside those 14 days and no changed term applies to you.
These Terms are governed by the laws of England and Wales. The courts of England and Wales have exclusive jurisdiction over any dispute, except that we may bring proceedings in your local jurisdiction for unpaid fees.
Day-to-day questions: support@smarceo.com
Terms-related or legal: legal@smarceo.com
Smar Group Ltd · United Kingdom