United Kingdom · Compliance, quality and safety · Mid-Level (2-5 years)

Chief Privacy Officer

As a Communications Effectiveness Specialist, you transform raw data into meaningful stories that drive real business impact.

Here is the whole job, in plain words. What it is, a real day, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

Start my Chief Privacy Officer plan, free

Free to start: a plan built for this role, and a Future Fluency module to try first. No card.

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Where should we send it?

One email: what AI is changing in this job, the new skills it asks for, where it leads, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandMid-Level (2-5 years)
  • Direct reportsNo direct reports
  • Reports toSenior Privacy Counsel / Advisor
  • UK framework levelUsually a coordinator, or early in a professional job

Also advertised as Privacy Specialist · Data Protection Officer (DPO) - Specialist · Privacy Analyst (Mid-Level)

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

1From this job to a course

The qualifications matched to this job

Qualifi Level 3 Diploma in Cyber Security Management and Operations Qualifi Ltd · Level 3 · covers 2 of 69 standards
Qualifi Level 3 Extended Diploma in IT and Cyber Security Qualifi Ltd · Level 3 · covers 1 of 69 standards
NCFE Level 3 Certificate in Data NCFE · Level 3 · covers 1 of 69 standards
Qualifi Level 3 Extended Diploma in Hospitality and Tourism Management Qualifi Ltd · Level 3 · covers 1 of 69 standards
AIM Qualifications Level 2 Certificate in Employability and Development Skills AIM Qualifications · Level 2 · covers 6 of 69 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Data Protection Open Awards Level 3 Certificate in Skills for Managing Independent Travel Training Programmes (RQF)
EU GDPR and Data Security Qualifi Level 3 Diploma in Cyber Security Management and Operations
Store, manage and distribute data securely NCFE Level 3 Certificate in Data
Data Protection and Confidentiality in a Working Environment AIM Qualifications Level 2 Certificate in Employability and Development Skills

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Systems Fluency seeing the whole picture
Your Plan Illustration

Built for Chief Privacy Officer

4 units that map to this job, from the qualifications that cover it.

  1. Data Protection Open Awards · covers 3 of 69 standards Level 3
  2. EU GDPR and Data Security Qualifi Ltd · covers 2 of 69 standards Level 3
  3. Store, manage and distribute data securely NCFE · covers 1 of 69 standards Level 3
  4. Data Protection and Confidentiality in a Working Environment AIM Qualifications · covers 6 of 69 standards Level 2
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Chief Privacy Officer?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

How the AI economy is changing work like this

A broad read on this kind of work, not an analysis of this job on its own. Roles that share a pattern get the same answer here.

Fading: AI does more of this

AI is taking over the routine generation of media monitoring reports and basic data summaries.

→
Rising: worth more because of AI

Your ability to interpret nuanced trends and provide strategic insights becomes more valuable.

The new skills this role is being asked for

  • AI Ethics & Privacy Implications
  • Advanced Data Mapping & Inventory
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Chief Privacy Officer plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

3What this role really is

We see you

You often wonder if AI will turn your detailed analyses into a mere checklist task. Yet, there's a quiet confidence in knowing that your human touch in interpreting and storytelling is irreplaceable.

A Chief Privacy Officer runs day-to-day privacy operations and makes sure data protection promises are kept in practice.

4A day in the life

Not a job advert. A real day, built from what this role actually holds.

08:45
You kick off the day by checking the latest media monitoring alerts, ensuring the reports are accurate and ready for the team.
11:15
A team member requests a quick sentiment analysis on a recent product launch, and you dive into the data to provide insights.
14:00
You spend the afternoon building a dashboard in Tableau, making sure the visuals clearly communicate the story behind the numbers.
16:30
A junior colleague asks for guidance on using Meltwater, and you take a moment to walk them through the basics.

5What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

OneTrust / TrustArc (Privacy Management) Intermediate

You'll be using this daily to fulfil DSARs, complete pre-defined PIA/DPIA templates, and log processing activities. You'll know your way around the core modules.

ServiceNow GRC / Archer (GRC Platform) Basic

You'll use this to respond to control evidence requests and log privacy incidents, following the established runbooks. You don't need to be an admin, just a confident user.

BigID / Collibra (Data Discovery & Governance) Basic

You'll run pre-configured data scans and validate data classification tags on known data sets. This helps us find where personal data lives.

Resilient (IBM) / Splunk SOAR (Incident Response) Basic

You'll follow playbooks to document initial incident details and assign tasks to technical teams during a privacy incident. It's about getting the right people on the job quickly.

Westlaw / LexisNexis (Legal Research) Basic

You'll use this to pull specific statutes or case law when you're provided with a citation, or to do basic searches for regulatory guidance.

Jira / Confluence (Project & Knowledge Management) Intermediate

You'll update tickets for privacy reviews, track your DSAR progress, and document meeting notes and internal guidance for the team's knowledge base.

6What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Data Subject Access Request (DSAR) Scope Identifies potential data sources and flags any ambiguities for supervisor review. Independently determines the scope of data to be searched for standard DSARs; escalates complex or ambiguous requests. Defines the overall DSAR process and complex data discovery strategies; reviews and approves scope for high-profile requests.
Vendor Privacy Risk Assessment Collects vendor documentation and flags missing information for supervisor. Conducts initial privacy risk assessments for low-to-medium risk vendors; proposes DPA clauses; escalates high-risk findings. Leads vendor privacy due diligence for strategic partners; negotiates complex DPAs; defines vendor risk thresholds.
Privacy Incident Triage & Response Logs incident details in the system and follows predefined steps for initial containment under supervision. Independently triages low-to-medium severity incidents; coordinates initial response steps; drafts internal communications; escalates major incidents to manager. Leads cross-functional incident response for major breaches; determines notification requirements; advises on external communications.
Privacy Advice to Business Units Researches specific questions and provides findings to supervisor for review before communicating. Provides direct advice on routine privacy matters (e.g., consent requirements for a new marketing campaign); consults manager on novel or high-risk scenarios. Acts as the primary privacy counsel for specific business lines; provides strategic advice on product development and data strategy.

7How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

DSAR Completion Rate
The percentage of Data Subject Access Requests (DSARs) that you manage to complete and deliver to the individual within the statutory 30-day deadline.
Target · >95%

If we get 20 DSARs in a month, you'll need to get at least 19 of them fully processed and sent out on time. Missing these deadlines is a big deal for regulators.

PIA First-Draft Turnaround
The average time it takes you to produce the initial draft of a Privacy Impact Assessment (PIA) or Data Protection Impact Assessment (DPIA) after receiving all the necessary information from the requesting team.
Target · <3 business days

A new product team asks for a PIA on Monday. You'll aim to have a solid first draft back to them by Wednesday or Thursday, so they can keep their project moving without cutting corners on privacy.

ROPA Accuracy & Completeness
How accurate and up-to-date our Record of Processing Activities (ROPA) is, based on internal audits and reviews. This is about making sure our central record of what data we process, why, and where, is always correct.
Target · >90% accuracy

During a spot-check, we find that 9 out of 10 data processing activities listed in the ROPA accurately reflect what's happening in the business, including legal basis and retention periods. The goal is to catch any discrepancies quickly.

Privacy Incident Initial Triage Time
The average time from when a potential privacy incident is reported to you, to when you've completed the initial assessment, logged it in our system, and assigned it to the relevant technical teams.
Target · <4 hours for high-severity incidents

A potential data breach is reported at 9 am. By 1 pm, you've confirmed it's a real incident, categorised its severity, and got the IT Security team on the case, making sure we don't waste precious time.

Proactive Issue Identification
You're not just waiting for problems to land on your desk; you're actively looking for potential privacy risks and bringing them to the attention of the right people.
  • You'll bring up potential issues in team meetings before they become incidents. You'll suggest improvements to existing processes, not just follow them. People will say, 'You know, [Your Name] actually pointed that out last month.'
Clarity of Communication
You can explain complex privacy rules and risks in a way that makes sense to non-privacy people, whether they're in marketing, product, or IT.
  • Business teams understand your advice and act on it without needing endless follow-up questions. Your written guidance is clear and actionable. People will tell you, 'Thanks, that actually made sense!'
Quality of Documentation
Your records, assessments, and internal notes are well-organised, thorough, and easy for someone else to pick up and understand.
  • When your manager reviews a PIA you've done, they don't have to chase you for missing information. Our ROPA is consistently well-maintained. You'll get comments like, 'This is really clear, great job.'
Stakeholder Engagement & Support
You build good working relationships with other teams, and they feel comfortable coming to you for privacy advice, rather than trying to avoid you.
  • Teams will proactively involve you in new projects earlier in the cycle. You'll get positive feedback from colleagues about your helpfulness and approachability. They'll see you as a partner, not just a blocker.

8Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Making a Tangible Impact

You'll feel a real sense of accomplishment when you close out a complex DSAR on time, or when a product team launches a new feature with privacy baked in because of your early input. You like seeing your work directly contribute to protecting people's data.

Successfully guiding a team through a PIA that results in a more privacy-friendly product design, and then seeing that product launch without a hitch.

Problem Solving & Investigation

You enjoy the detective work involved in tracking down data for a DSAR, or figuring out the root cause of a privacy incident. You like unpicking complex situations and finding practical solutions.

Receiving a vague DSAR and systematically working through different data sources and teams to find all relevant information, then presenting it clearly.

Continuous Learning in a Dynamic Field

Privacy law is always changing, and you're excited by that. You enjoy staying on top of new regulations, guidance, and industry best practices, and then figuring out how to apply them here.

Reading a new ICO guidance document and immediately thinking about how it impacts our current consent mechanisms, then proposing a small change.

What frustrates people
  • The 'Department of No' perception: constantly battling the idea that privacy blocks innovation.
  • Finding out a business unit launched something new without any privacy review, then having to fix it retrospectively.
  • Dealing with DSARs that are clearly vexatious or designed to overwhelm our resources.
  • Having to explain the same basic privacy principles over and over again to different teams.
  • Spending ages on a PIA only for the business to 'accept the risk' against your advice, knowing you'll be dealing with the fallout if it goes wrong.
What this role does not give you
  • A quiet, predictable routine with no surprises – privacy is rarely that.
  • Immediate, direct authority over other departments' decisions.
  • The opportunity to avoid detailed documentation and process adherence.
  • A role where you only deal with legal theory and never the messy practicalities.

9Who you work with

Your work directly underpins our ability to operate legally and ethically with personal data. Get it right, and we maintain customer trust and avoid regulatory headaches. Get it wrong, and we face fines, reputational damage, and a lot of very unhappy customers. You're a key part of our defence against data privacy risks.

Inside the business
  • Legal Team (for interpretation of complex regulations)
  • IT & Security Teams (for data discovery and incident response)
  • Product Development (for privacy-by-design reviews)
  • Marketing & Sales (for consent management and data usage queries)
  • Customer Service (for handling data subject requests)
  • HR (for employee data privacy matters)
Outside the business
  • External auditors (when they come knocking)
  • Privacy software vendors (like OneTrust)
  • Data subjects (when they make requests)

10What you need before you start

Not a wish list. The things you would be expected to already have.

  • At least 2-3 years of hands-on experience in a dedicated privacy or data protection role, not just a tangential one.
  • Demonstrable experience managing Data Subject Access Requests (DSARs) from start to finish.
  • Proven ability to interpret and apply data protection regulations (like GDPR) to real-world business scenarios.
  • Experience working with a privacy management platform, ideally OneTrust or TrustArc, for daily tasks.
  • A solid understanding of data flows and how personal data is processed in typical business operations.
  • Strong organisational skills and a keen eye for detail – catching errors is crucial here.

11What to practise next

Where the job is going, and what to do about it starting this week.

OneTrust / TrustArc (Advanced Configuration)

As our privacy programme matures, we'll need to get more out of our privacy management platform. You'll need to move beyond basic data entry to configuring assessment automation, building custom reports, and managing vendor risk modules more independently.

Workflow Automation · Custom Reporting & Dashboards · Vendor Risk Management Module

  • This month: Complete all available advanced training modules for OneTrust/TrustArc.
  • Next quarter: Work with your manager to identify one area where we could automate a manual process using the platform.
  • Month 3-6: Take the lead on building a new custom report or dashboard for a specific privacy metric.
  • Month 6-12: Propose and implement an improvement to our vendor assessment process within the tool.

Quick win: Volunteer to become the internal 'super user' for OneTrust, helping other team members with their queries.

ServiceNow GRC / Archer (Enhanced Utilisation)

Our GRC platform is becoming central to our overall risk management. You'll need to move beyond just logging incidents to understanding how privacy controls map to regulations and how to build more sophisticated risk reports.

Control Mapping & Assessment · Risk Register Management · Incident Workflow Customisation

  • This month: Familiarise yourself with all privacy-related modules in ServiceNow GRC/Archer.
  • Next quarter: Shadow a senior team member who is building a privacy risk report in the GRC.
  • Month 3-6: Take ownership of ensuring all privacy incidents are accurately logged and tracked through to resolution in the system.
  • Month 6-12: Work with the GRC team to suggest improvements to our privacy control mapping or assessment process.

Quick win: Ensure every privacy incident you handle is logged perfectly in ServiceNow GRC, with all the right details and follow-ups.

12Staying current once you are in

What people here do to keep up
  • Regularly attending webinars and online workshops from the IAPP or other privacy bodies.
  • Subscribing to key privacy newsletters (e.g., ICO updates, DataGuidance) to stay current.
  • Participating in local privacy meetups or online forums to share knowledge and learn from peers.
  • Taking short courses on specific privacy topics, like AI ethics or advanced data mapping techniques.

13The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI Ethics & Privacy Implications

AI is no longer just for tech teams; it's being used across the business, from marketing personalisation to HR analytics. Understanding the privacy risks (e.g., bias, lack of transparency, data leakage) and ethical considerations of AI models is becoming non-negotiable for privacy professionals.

  • Explainable AI (XAI)
  • Data Minimisation in AI
  • AI Governance Frameworks
  • Bias Detection & Mitigation

Advanced Data Mapping & Inventory

Our data landscape is getting more complex with cloud migrations, new SaaS tools, and more diverse data types. Simply maintaining a ROPA won't be enough; you'll need to understand how to build a dynamic, accurate, and automated data inventory.

  • Automated Data Discovery Tools
  • Data Lineage & Flow Visualisation
  • Integration with GRC/Privacy Platforms
  • Metadata Management

14What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Data Protection Impact Assessments (DPIAs/PIAs)
  • Cross-Border Data Transfer Mechanisms
  • Incident Response & Breach Notification
  • Regulatory Interpretation & Application (Core)
  • Privacy by Design (PbD) & by Default Principles
  • Data Subject Access Request (DSAR) Management

15The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Privacy Analyst (L1)

    1-2 years

    Skills to master

    • Mastering DSAR processing, understanding the basics of ROPA, initial incident logging, and learning core privacy principles.

    You're ready to move on when

    • Consistently closing DSARs on time with minimal supervision.
    • Proactively identifying minor ROPA inaccuracies and correcting them.
    • Confidently answering routine privacy queries from internal teams.
    • Demonstrating a solid grasp of GDPR Article 5 principles in practice.
  2. 2

    Legal Assistant / Paralegal (with privacy focus)

    2-3 years

    Skills to master

    • Translating legal advice into practical steps, understanding legal research methodologies, and managing legal documentation, specifically around data protection.

    You're ready to move on when

    • Successfully supported privacy counsel on multiple projects.
    • Can independently conduct basic legal research on privacy topics.
    • Demonstrates a clear understanding of legal risk in a business context.
    • Has drafted or reviewed privacy-related legal documents (e.g., DPAs, privacy notices).
  3. 3

    Compliance Administrator / Officer (with data focus)

    2-4 years

    Skills to master

    • Understanding regulatory frameworks, managing compliance processes, conducting internal audits, and developing compliance training, with a specific emphasis on data-related regulations.

    You're ready to move on when

    • Managed compliance for a specific data-heavy regulation (e.g., PCI DSS, ISO 27001).
    • Conducted internal compliance reviews related to data handling.
    • Developed or delivered training on data-related compliance topics.
    • Can identify and assess compliance gaps in data processing activities.

16How people get here · where they go next

Came from
Communications Analyst (L1)
1-2 years
You mastered the art of delivering error-free reports and began to understand the basics of media metrics.
You are here
Chief Privacy Officer
Mid-Level (2-5 years)
A Chief Privacy Officer runs day-to-day privacy operations and makes sure data protection promises are kept in practice.
Goes to
Senior Communications Insights Analyst (L3)
3-5 years
This role involves generating proactive insights, leading measurement projects, and mentoring junior colleagues.

The long view: This work can lead to roles such as Lead Privacy Architect or Manager, or Principal Privacy Counsel or Program Director, taking on wider strategic responsibility for privacy.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Chief Privacy Officer is actually changing.

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Data Protection, worked against Chief Privacy Officer.

Data Protection Level 3

Applied to your work in Chief Privacy Officer

This unit aims to equip learners with an understanding of data protection principles and practices within a professional environment. Learners will learn how to ensure data security in accordance with organisational policies and legal requirements, use secure methods for sending and receiving sensitive information, and understand the importance of secure storage systems.

The Coach Last time, we looked at how you can use Tableau to create more engaging dashboards. How did your latest project go?

You It went well, but I think I can make the visuals even clearer.

The Coach Great! Let's focus on applying a new data visualisation technique to your next dashboard, and see how it impacts the clarity of your storytelling.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

A year from now

A year from now, you confidently weave data into compelling stories that influence strategic decisions, standing out as a trusted advisor in your field.

See Your Progress Grow Illustration
Chief Privacy Officer
  • Data Protection Impact Assessments (DPIAs/PIAs)
  • Cross-Border Data Transfer Mechanisms
  • Incident Response & Breach Notification
  • Regulatory Interpretation & Application (Core)
  • Privacy by Design (PbD) & by Default Principles
  • Data Subject Access Request (DSAR) Management
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

17The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Chief Privacy Officer is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Senior Privacy Counsel / Advisor (L3)

    3-5 years in current role

    You'll move from owning processes to leading projects and providing direct, complex advice to business units. You'll also start mentoring junior team members.

    • Complex DPIA Leadership Designing and leading DPIAs for high-risk, novel processing activities.
    • Direct Legal Counsel Providing nuanced, actionable privacy advice to specific business lines without constant supervision.
    • Policy Development Drafting and refining internal privacy policies and external notices.
    • Regulatory Engagement Representing the company in initial discussions with supervisory authorities.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be honest, a lot of privacy work can be repetitive, time-consuming, and frankly, a bit dull. But what if you could offload some of that grunt work to AI, freeing you up for the more interesting, strategic challenges? You absolutely can.

We're not talking about replacing you; we're talking about making you incredibly efficient. Imagine cutting down hours spent on manual tasks, getting instant insights, and drafting documents in minutes instead of hours. This isn't future tech; it's here now, and we want you to use it to your advantage.

DSAR Automation & Redaction

Use AI-powered tools to automatically scan our systems (emails, file shares, databases) to find an individual's personal data for a DSAR. Even better, it can auto-redact third-party PII before you produce the final package. This turns a multi-day slog into a much quicker process.

Contract Analysis Acceleration

Leverage AI to quickly scan third-party vendor contracts and Data Processing Addendums (DPAs). It'll instantly flag non-standard clauses, missing Standard Contractual Clauses (SCCs), or problematic data usage rights. What used to be hours of legal review can become a 15-minute validation.

Regulatory Intelligence Synthesis

Imagine an LLM monitoring and summarising all the new privacy legislation, court rulings (like the latest Schrems II updates), and guidance from dozens of global data protection authorities. You'll get a curated daily or weekly briefing, saving you hours of manual research and ensuring you're always up-to-date.

Policy & Notice Drafting

Use AI to generate the first draft of a new privacy notice or an internal policy based on a few prompts about the data processing activities. This gives you a solid, well-structured foundation to refine and finalise, rather than starting from a blank page every time.

Common questions

Common questions

How do you become a Chief Privacy Officer?

Common routes in include Privacy Analyst (1-2 years), Legal Assistant / Paralegal (with privacy focus) (2-3 years) and Compliance Administrator / Officer (with data focus) (2-4 years). Times vary with prior experience.

Where can a Chief Privacy Officer progress to?

This role can lead on to Senior Privacy Counsel / Advisor (3-5 years in current role), depending on the skills you build.

What new skills matter most for a Chief Privacy Officer?

Increasingly, AI Ethics & Privacy Implications and Advanced Data Mapping & Inventory. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

18Where to go from here

Other roles at Level 3

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

This job at other levels
More jobs in compliance, quality and safety

Stay in the field you know and move sideways rather than up.

If you leave this industry

The skills involved apply across most industries, including tech, finance, healthcare and retail, wherever personal data needs protecting. Some people move into consulting, auditing, or product management for privacy-enhancing technologies.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Chief Privacy Officer plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.