How your personal information is used by Apex Private Finance Ltd
Apex Private Finance Ltd (“Apex”, “we”, “us”, “our”) is committed to protecting your privacy and handling your personal data fairly and lawfully.
This Privacy Policy explains what personal data we collect, how we use it, the lawful bases we rely on, who we share it with, how long we keep it, and your rights under data protection law.
We comply with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, and with any updates to UK data protection legislation.
1. About Us
Data Controller: Apex Private Finance Ltd
Registered in England & Wales No. 11793661
Registered Office: 181 Hill Village Road, Sutton Coldfield, Birmingham, B75 5JQ
Authorised and regulated by the Financial Conduct Authority (FCA No. 1033261)
Email: ku.oc.ecnanifetavirpxepa@napib
Telephone: 07446 033022
Last updated: November 2025 (Version 1.0)
2. Scope of this Policy
This policy applies to personal data we process when you:
- Visit our website or use our online forms, calculators, or downloads.
- Enquire about or receive our services (mortgage and protection advice; private client lending; bridging, development, commercial, Lombard, or luxury asset finance).
- Subscribe to updates, download resources, or communicate with us by phone, email, or post.
- Are referred to us by introducers or professional partners.
This policy covers:
What data we collect, how we use it, our lawful bases, AML/fraud checks, sharing, retention, security, your rights, and how to contact us.
3. What Personal Data We Collect
We may collect and process the following types of information:
- Contact & Identity: Name, address, phone, email, date of birth, ID documents (passport, driving licence, proof of address).
- Financial & Credit: Income, assets, liabilities, credit history, bank statements, tax returns, company accounts, and property or investment details.
- Professional: Occupation, employer or company, role, and business ownership details.
- Case/Contractual: Information related to your mortgage or finance application, agreements, and supporting documents.
- Communications: Copies of emails, letters, call notes, and attachments you send to us.
- Technical: IP address, device type, and website interaction data collected via cookies or analytics tools.
- Consent & Preferences: Marketing preferences and communication opt-ins or opt-outs.
We may receive information from third parties such as professional introducers, credit reference agencies, lenders, or public sources like Companies House and the Land Registry.
4. How We Use Your Personal Data
We process personal data only where there is a lawful basis to do so:
a) To perform our contract or take steps at your request
- Provide mortgage, protection, and finance advice.
- Process and manage your applications with lenders and insurers.
- Communicate with you, your advisers, and lenders; issue documents and manage fees.
b) To comply with legal or regulatory obligations
- FCA compliance, anti-money laundering (AML) and identity verification.
- Fraud prevention, sanctions and PEP checks.
- Accounting, taxation, and legal record keeping.
- Responding to lawful requests from authorities or regulators.
c) For our legitimate business interests
- Managing client relationships and internal administration.
- Quality assurance, staff training, and compliance auditing.
- IT security, website maintenance, analytics, and business development.
- Handling queries, feedback, and complaints.
d) With your consent (where required)
- Sending marketing updates or newsletters.
- Using certain cookies or analytics tools. You can withdraw your consent at any time by contacting us.
5. AML, Identity Verification & Fraud Prevention
To meet regulatory obligations, we verify identity, conduct AML and fraud checks, and may consult credit reference or sanctions databases.
These checks are performed under our legal obligations and legitimate interests to prevent financial crime.
6. Sharing Your Data
We may share personal data only as required to deliver our services or fulfil legal obligations, including with:
- Lenders and insurers relevant to your applications.
- Professional advisers (e.g., solicitors, accountants, introducers, or protection specialists).
- Third-party processors providing support services such as:
- Website hosting and content delivery.
- Email hosting (Microsoft 365 via IONOS/1&1).
- CRM and case management systems.
- Digital document signing platforms.
- Marketing and communication systems (if you opt in).
- Regulators and auditors (e.g., FCA, HMRC) where required by law.
We do not sell or trade your personal information.
All processors are subject to appropriate data protection agreements.
7. International Data Transfers
Your data is primarily stored and processed in the United Kingdom.
Where services are provided by suppliers outside the UK (for example, cloud-based platforms in the EEA or USA), we ensure adequate safeguards are in place, such as the UK International Data Transfer Addendum or Standard Contractual Clauses.
8. Data Retention
We retain your personal data only as long as necessary to:
- Fulfil the purposes it was collected for.
- Meet legal, regulatory, and accounting obligations.
- Defend or establish potential legal claims.
Typical retention periods:
- Client and advice records: up to 7 years after completion or termination of the relationship.
- Enquiries or leads: up to 12 months, unless extended with consent.
- Marketing data: retained until you unsubscribe or request deletion.
After these periods, data is securely deleted or anonymised.
9. How We Protect Your Data
We use secure systems and apply technical and organisational measures including:
- Encrypted servers and secure password policies.
- Restricted access based on role and need-to-know.
- Regular data backups and software updates.
- Secure disposal of data when no longer required.
While we take reasonable precautions, data transmitted electronically can never be guaranteed fully secure.
10. Your Rights
You have rights under UK data protection law to:
- Access your personal data and receive a copy.
- Request correction of inaccurate or incomplete information.
- Request erasure of data (subject to legal/regulatory obligations).
- Restrict or object to processing.
- Request data portability.
- Withdraw consent for marketing at any time.
- Lodge a complaint with the Information Commissioner’s Office (ICO) via www.ico.org.uk
or call 0303 123 1113.
To exercise your rights, email ku.oc.ecnanifetavirpxepa@napib.
11. Marketing Preferences
We may contact you by email or phone with relevant information, updates, or offers—but only if you have given us consent or a clear lawful basis exists.
You can withdraw consent or update preferences at any time by emailing ku.oc.ecnanifetavirpxepa@napib or using the unsubscribe link in any marketing email.
12. Cookies and Analytics
Our website uses cookies and similar technologies to improve functionality and analyse performance.
Where required, you will be asked to provide consent. You can adjust preferences through your browser settings or via our Cookies Policy page.
13. Third-Party Websites
Our website may contain links to third-party sites. We are not responsible for the content, security, or privacy practices of these external websites.
Please review their own privacy policies before submitting any personal data.
14. Changes to This Policy
We may update this Privacy Policy from time to time to reflect legal or business changes.
The most recent version will always be available on our website with an updated “Last revised” date.
15. Contact Us
For questions, concerns, or to exercise your rights, please contact:
Apex Private Finance Ltd
181 Hill Village Road
Sutton Coldfield
Birmingham
B75 5JQ
Email: ku.oc.ecnanifetavirpxepa@napib
Telephone: 07446 033022
16. Regulatory Disclaimer
Apex Private Finance Ltd is directly authorised and regulated by the Financial Conduct Authority (FCA No. 1033261).
Your home may be repossessed if you do not keep up repayments on your mortgage.
