Terms of Service

Last updated 8 October 2026

These terms govern the use of Maisie DMS, a service provided by MAISIE AI LIMITED (company number 17390522, registered in England and Wales, registered office 10 Birmingham Road, Oldbury, England, B69 4EX) to motor dealers. By signing up to or using Maisie DMS you agree to them on behalf of your business. Maisie DMS is for businesses only.

1. The service

Depending on your plan, Maisie DMS can include a hosted website built around your stock, an AI sales assistant for website chat and phone calls, stock display and management, enquiry capture, an inbox and sales pipeline, viewing and test drive booking, messaging, follow ups and reports. What your plan includes is set out in your order or account. Features may change as the service develops.

2. Your account

You must give accurate information, keep logins secure, and be authorised to act for the dealership you register. You are responsible for everything done through your account, including by team members you add.

3. Fees and payment

Fees are as set out in your order or account and are shown before VAT, which is added where it applies. Subscriptions are taken in advance each month through our payment provider. If a payment fails we will tell you; if it remains unpaid we may suspend the service. Fees already paid are non-refundable except where the law requires otherwise. We will give you notice before any price change applies to you.

4. Your responsibilities

• Accurate stock and claims. The vehicles, prices, specifications, history, mileage and condition shown on your website and given by your assistant must be accurate and lawful. Prices shown to consumers must include VAT and any mandatory fees. You must keep your stock up to date, and you remain responsible for each vehicle you advertise.
• Consumer law. You are responsible for complying with the laws that apply to selling vehicles, including consumer protection, advertising standards and distance selling rules.
• Bookings. Viewings and test drives taken by the assistant are requests. You are responsible for confirming them with the customer and for any test drive checks, such as licence and insurance.
• Lawful contact. You may only message, call or market to people where you have a lawful basis, and you must honour opt-outs.

5. Stock and third-party data

You can provide stock yourself or authorise us to obtain it from a source you use, such as your Autotrader listings or your stock management system. By authorising a source you confirm you are entitled to let us use that data to provide Maisie DMS to you. We will:

• use third-party data only to provide the service to you, and never for any other dealer or purpose;
• not sell, sublicense or redistribute it, or use it to train general-purpose AI models;
• comply with the terms the data provider sets for its partners, including any attribution, display and refresh rules;
• stop collecting it when you withdraw authorisation, and delete it within 30 days of that or of your account ending.

Your use of any third-party service remains subject to that service's own terms. We are not responsible for errors in data supplied by a third party, but we will correct anything we display as soon as we are told.

6. AI sales assistants

The assistant answers in your dealership's name using your stock and the information you give us. It will always say it is an AI assistant if asked, and it will not take deposits or payments, make binding promises, or give valuations or finance quotes. AI can make mistakes. It is provided to assist you, not to replace your judgement, and you are responsible for checking the information it relies on and for following up the enquiries it passes to you.

7. Calls, messages and marketing

Messages and calls handled by Maisie DMS are sent in your business's name, and you are responsible for their content and for having the right to send them. Where calls are recorded or transcribed you are responsible for telling callers where the law requires. Every marketing message must include a working opt-out, and you must not use Maisie DMS to send unsolicited marketing.

8. Finance

Maisie is not a lender, credit broker or finance intermediary, does not arrange finance, and does not provide regulated advice. If your website or assistant shows finance information, including any monthly cost calculator, you are responsible for making sure it is lawful, accurate and clearly illustrative, and for holding any Financial Conduct Authority permission your finance activities require. We may switch off finance features if we believe they do not meet these requirements.

9. Your website and domain

We build and host your website as part of the service, and we may tailor its design for you. Our enquiry forms, chat and booking tools stay on it while you use Maisie DMS. A domain we register for you belongs to you; when you leave we stop renewing it and you can move it to any provider. A phone number we provide remains ours and is released when your account ends.

10. Data protection

For your customers' personal data, you are the controller and Maisie is your processor. Our data processing terms form part of these terms and set out how we handle that data. Our privacy policy explains how we handle data more generally.

11. Content and intellectual property

You keep ownership of the content you provide, such as your business information, logo, photos and stock descriptions, and you grant us the permission needed to host, display and process it to provide the service. You confirm you have the right to provide it, including vehicle photos. Maisie DMS, its software and design remain ours and our providers'. You may not copy, resell or reverse engineer the service.

12. Acceptable use

You must not use Maisie DMS to break the law, mislead consumers, advertise vehicles you do not have or are not entitled to sell, send spam, infringe others' rights, or interfere with the service. We may suspend an account that puts the service, consumers or others at risk.

13. Availability and liability

We work to keep Maisie DMS running reliably but do not guarantee it will be uninterrupted or error-free. To the fullest extent the law allows, we are not liable for indirect or consequential loss, loss of profits or sales, a call or message the assistant missed or got wrong, or the acts of third-party services you connect. Our total liability in any twelve-month period is limited to the fees you paid us in that period. Nothing in these terms limits liability that cannot be limited by law, such as for death or personal injury caused by negligence, or for fraud.

14. Indemnity

You agree to indemnify Maisie against claims, losses and costs arising from your use of the service in breach of these terms or the law, including claims about the vehicles you advertise, the content you provide, and how you contact your customers.

15. Cancelling and leaving

You can cancel at any time. Your plan runs to the end of the period you have paid for and is not renewed. After that the assistant stops, your website stays up for 14 days, you can download your customer data for 30 days after your website closes, third-party stock data is deleted within 30 days, and your account and its data are deleted 90 days after your plan ends. We may suspend or end your account if you seriously or repeatedly break these terms, or where we must for legal or security reasons.

16. Changes, law and contact

We may update these terms and will tell you about significant changes. Continuing to use Maisie DMS after a change means you accept it. These terms are governed by the law of England and Wales, and the courts of England and Wales have exclusive jurisdiction.

MAISIE AI LIMITED, company number 17390522, 10 Birmingham Road, Oldbury, England, B69 4EX. Email dms@maisie.website.