Privacy Policy

Introduction
 
This Privacy Policy explains how Apex Assets and Finance Ltd ("we," "us," or "our") use our website, located at Apex Finance Group ("Website") collects, uses, shares, and protects your personal information when you visit our website, use our services, or interact with us. We respect your privacy and are committed to protecting your personal data in accordance with applicable privacy laws, including the General Data Protection Regulation (GDPR) and other relevant legislation. By accessing our website or using our services, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with our practices, please do not use our services.

1. Information We Collect

We collect information about you in various ways when you interact with our financial services:

1.1 Information You Provide to Us
 

• Personal Identification Information: Name, address, email address, telephone number, date of birth, and other identification details.

• Financial Information: Income details, employment information, credit history, banking details, and other financial circumstances relevant to our services.

• Documentation: Copies of identification documents, proof of address, and other records required for regulatory compliance and service provision.

• Communication Records: Records of our communications with you, including emails, telephone calls, letters, and in-person meetings.

• Service Information: Data related to your inquiries about our financial services, applications, and ongoing relationship management.
   

1.2 Information Collected Automatically
 

• Usage Data: Information about how you interact with our website, including pages visited, time spent, links clicked, and features used.

• Device Information: Technical data such as your IP address, browser type and version, time zone setting, operating system, and device type.

• Cookies and Similar Technologies: We use cookies and similar tracking technologies to enhance your experience on our website. For more information, please see Section 11 of this Privacy Policy.

• Location Data: General location information derived from your IP address or more precise location if you grant permission.

1.3 Information from Third Parties

We may receive information about you from third parties, including:
 

• Credit reference agencies and fraud prevention agencies

• Business partners and financial institutions

• Publicly available sources such as Companies House, Land Registry, and Electoral Roll

• Introducers or referral partners who have directed you to our services

2. How We Use Your Information

We use your personal information for the following purposes:

2.1 Providing and Managing Our Services
 

• Facilitating financial service applications and ongoing management

• Conducting necessary checks to validate your identity and financial status

• Processing transactions and fulfilling service requests

• Communicating with you about your inquiries, applications, and existing services

• Managing our relationship with you, including notifications about changes to our terms or privacy policy
   

2.2 Legal and Regulatory Compliance
 

• Fulfilling our legal obligations, including anti-money laundering and know-your-customer requirements

• Conducting credit checks and affordability assessments where applicable

• Preventing fraud and other financial crimes

• Complying with requests from regulatory authorities
   

2.3 Business Operations and Improvements
 

• Developing and improving our services and website

• Analyzing usage patterns to enhance user experience

• Training our staff and monitoring quality

• Managing our business operations efficiently

• Protecting our legal rights and interests

2.4 Marketing and Communications
 

• Providing information about our services that may be of interest to you

• Delivering relevant content and personalized communications

• Measuring the effectiveness of our marketing efforts

• Inviting you to participate in surveys or feedback opportunities
   

We will only send you marketing communications if you have given your consent or if we have a legitimate interest to do so, and you have not opted out. You can change your marketing preferences at any time.

3.Legal Basis for Processing

We process your personal information on the following legal grounds:
 

• Contractual Necessity: Processing necessary for the performance of a contract with you or to take steps at your request before entering into a contract.

• Legal Obligation: Processing necessary for compliance with our legal obligations.

• Legitimate Interests: Processing necessary for our legitimate interests or those of a third party, provided they are not overridden by your rights and interests.

• Consent: Processing based on your specific, informed, and unambiguous consent.

• Vital Interests: In rare circumstances, processing necessary to protect someone's life.

• Public Interest: Processing necessary for the performance of a task carried out in the public interest.

4. Sharing Your Information
 
We may share your personal information with the following categories of recipients:
 
4.1 Service Providers and Partners
 

• Financial institutions and lenders who provide the financial products we broker

• Professional advisors such as solicitors, accountants, and valuers

• Technology providers who support our operations and services

• Payment processors handling financial transactions

• Credit reference agencies and identity verification services
   

4.2 Regulatory and Legal Entities
 

• Regulatory authorities such as the Financial Conduct Authority

• Law enforcement agencies and government bodies

• Courts and parties to litigation where legally required

• Professional bodies in relation to complaints or disciplinary matters
   

4.3 Business Transfers
 
In the event of a merger, acquisition, or sale of all or a portion of our assets, your personal information may be transferred as part of the transaction. We will notify you via email and/or prominent notice on our website of any change in ownership or uses of your personal information.

4.4 With Your Consent
 
We may share your information with other third parties when we have your explicit consent to do so. We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
 
5. Data Security
 
We implement appropriate technical and organizational measures to protect your personal information against unauthorized access, alteration, disclosure, or destruction. These measures include:
 

• Encryption of sensitive personal data

• Firewalls and secure network configurations

• Access controls and authentication procedures

• Regular security assessments and penetration testing

• Staff training on data protection and security practices

• Physical security measures at our premises
   

While we strive to protect your personal information, no method of transmission over the Internet or method of electronic storage is completely secure. We cannot guarantee absolute security but are committed to maintaining appropriate safeguards based on the nature of the information.

6. Data Retention
 
We retain your personal information only for as long as necessary to fulfill the purposes for which we collected it, including for the purposes of satisfying any legal, regulatory, accounting, or reporting requirements.
 
To determine the appropriate retention period for personal data, we consider:
 

• The amount, nature, and sensitivity of the personal data

• The potential risk of harm from unauthorized use or disclosure

• The purposes for which we process the data and whether we can achieve those purposes through other means

• The applicable legal, regulatory, or industry requirements
   

For financial services, we typically retain records for a minimum of six years after the end of our relationship, as required by financial regulations. In some circumstances, we may anonymize your personal information so that it can no longer be associated with you, in which case we may use such information without further notice to you.
 
7. Your Rights and Choices
 
Depending on your location and applicable law, you may have the following rights regarding your personal information:
 

• Right to Access: Request a copy of the personal information we hold about you.

• Right to Rectification: Request correction of inaccurate or incomplete information.

• Right to Erasure: Request deletion of your personal information in certain circumstances.

• Right to Restrict Processing: Request that we temporarily or permanently stop processing some or all of your personal information.

• Right to Data Portability: Request a copy of your personal information in a structured, commonly used, machine-readable format.

• Right to Object: Object to processing based on legitimate interests, direct marketing, or for scientific/historical research and statistics.

• Right to Withdraw Consent: Withdraw consent at any time where we rely on consent to process your personal information.

• Rights Related to Automated Decision Making: Request human intervention, express your point of view, or contest a decision where automated processing produces legal or similarly significant effects.
   

To exercise any of these rights, please contact us using the details provided in the "Contact Us" section. We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data. This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it.
 
8. International Data Transfers
 
We primarily process your personal information within the United Kingdom and the European Economic Area (EEA). However, in some cases, we may transfer your information to countries outside the UK/EEA. When we transfer personal information outside the UK/EEA, we ensure a similar degree of protection by implementing at least one of the following safeguards:
 

• Transferring to countries that have been deemed to provide an adequate level of protection for personal data by the European Commission or UK authorities.

• Using specific contracts approved by the European Commission or UK authorities that give personal data the same protection it has in Europe and the UK.

• Where we use providers based in the US, we may transfer data to them if they are part of a framework that ensures they provide similar protection to personal data shared between Europe/UK and the US.
   

9. Children's Privacy
 
Our services are not directed to individuals under the age of 18. We do not knowingly collect personal information from children. If you become aware that a child has provided us with personal information without parental consent, please contact us, and we will take steps to delete such information.
10. Third-Party Links

 
Our website may include links to third-party websites, plug-ins, and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy policy of every website you visit.

11. Cookies and Similar Technologies

We use cookies and similar tracking technologies to track activity on our website and to hold certain information. A cookie is a small file placed on your device that enables certain features and functionality.

We use cookies for the following purposes:
 

• Essential cookies: These are necessary for the website to function and cannot be switched off. They are usually set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in, or filling in forms.

• Performance cookies: These allow us to recognize and count the number of visitors to our website and to see how visitors move around our website when they are using it. This helps us to improve the way our website works.

• Functionality cookies: These are used to recognize you when you return to our website. This enables us to personalize our content for you and remember your preferences.

• Targeting cookies: These cookies record your visit to our website, the pages you have visited, and the links you have followed. We may use this information to make our website and the advertising displayed on it more relevant to your interests.
   

You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our website may become inaccessible or not function properly.

12. Changes to This Privacy Policy

We may update this Privacy Policy from time to time in response to changing legal, technical, or business developments. When we update our Privacy Policy, we will take appropriate measures to inform you, consistent with the significance of the changes we make.
You can see when this Privacy Policy was last updated by checking the "Last Updated" date at the bottom of this page. We encourage you to review this Privacy Policy periodically to stay informed about how we are protecting your information.

13. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our privacy practices, please contact us at:
Apex Assets and Finance Ltd

info@apexfinancegroup.com

Last Updated: March 30, 2025