Unbiased Consumer Privacy Policy

Last updated: 16th March, 2026.

Unbiased Ltd ("Unbiased," "we," "us," or "our") is committed to protecting your personal data and respecting your privacy. This privacy policy applies to the personal data of individuals in the United Kingdom and the European Economic Area (EEA). References to “UK and EU GDPR” mean the United Kingdom General Data Protection Regulation and the European Union General Data Protection Regulation, as applicable.  

For the purposes of UK data protection law, Unbiased Ltd acts as a data controller in relation to the personal data you provide when you: 

• Submit an enquiry through our website,  

• Ise our matching tool, or  

• Interact with us for customer support or marketing purposes. 

As a data controller, we decide how and why this personal data is used, as explained throughout this privacy policy (see Sections 2 and 3 for more details). 

In some limited situations, such as where Advisers share information with us about the outcome of your enquiry for service quality monitoring or complaint resolution, Unbiased acts as a separate, independent data controller. We never act as a data processor on behalf of Advisers; each party is responsible for its own data handling. 

This privacy policy explains how we collect, use, and safeguard your information when you use our services as a consumer or non-subscribing user (e.g. submitting an enquiry, browsing our website, or using our matching tool). 

When you submit an enquiry through our site, we use your information to connect you with a suitable Adviser or service provider from our network, whether that is a Financial Adviser, Mortgage Broker, Insurance Broker, Accountant, or Bookkeeper (each an “Adviser”). We may also use limited data to validate your contact details or re-match you if your first connection does not go ahead. 

You have full control over how your data is used, this policy explains how. 

1. Who We Are 

Unbiased Ltd is a company registered in England and Wales (Company No. 06775878) with its registered office at 32-38 Saffron Hill, London, EC1N 8FH. We are the data controller of your personal data. 

If you have any questions about this policy, please contact our Data Protection Officer (DPO): 
Email: [email protected] 
Address: Data Protection Officer, Unbiased Ltd, 32-38 Saffron Hill, London EC1N 8FH 

Some individuals may engage with Unbiased in more than one capacity (e.g. as both a consumer and a registered Adviser). Where this is the case, their data may be processed under both this Privacy Policy and our Adviser Privacy Policy [INSERT HYPERLINK]. We ensure appropriate separation of data processing in line with each relationship. Each Privacy Policy governs the data processed in its respective context. 

Our services are intended for adults. For more information about age restrictions and how we handle data from minors, please see Section 8 of this policy.  

2. What Data We Collect 

We may collect, use, store, and transfer different kinds of personal information about you. We have grouped these as follows: 

a. Information You Provide to Us 

When you interact with Unbiased by using our site, submitting an enquiry, or contacting us by email, post, telephone, or other means, you may provide personal information, including but not limited to: 

• Identity and Contact Information: Name, age, email address, telephone number, postcode, and (if applicable) company details. 

• Enquiry Details: Information about the advice or service you are looking for, including free-text notes or supporting information provided in enquiry forms or correspondence. 

• Financial Information: Basic financial details relevant to your enquiry (e.g., approximate income, savings, mortgage amount, pension pot size) where you choose to provide them to help us match you with an Adviser. 

• Adviser Reviews and Feedback: If you use our matching service, you may be invited to leave feedback about your experience with the Adviser you were matched with. This may include a rating, written comments, and optional identifying details. We process this data under our legitimate interest (Article 6(1)(f), UK and EU GDPR) in maintaining service quality and transparency. Feedback may be shared with the Adviser or displayed on their Unbiased profile, but you will not be identified publicly without your explicit consent. 

• Direct Communications: If you contact us directly (e.g., via email, phone, or live chat), we may collect your name, contact details, and the content of your query. This information is used solely to respond to your request or follow up on service-related matters. 

• Third-Party Information: If you submit an enquiry on behalf of someone else, you confirm you have their explicit consent to share their personal information with us. 

b. Automatically Collected Data 

When you interact with our website or platform, we automatically collect certain technical and usage information through cookies and similar technologies. This includes: 

• Platform Usage Data: IP address, browser and device type, operating system, pages visited, time spent on each page, clicks, and referring URLs. 

• Cookie Data: Information collected through cookies and similar technologies. See our Cookie Policy for full details, including the types of cookies used, their purposes, and your rights to opt in or out under the Privacy and Electronic Communications Regulations (PECR). 

c. Call Recordings and Transcripts 

If you contact our support team by phone or instant chat, your call or chat correspondence may be recorded for quality assurance, training, and monitoring. Some calls may also be transcribed using automation tools to support service improvement and team coaching. Transcripts are securely stored and reviewed by authorised staff and are not used to make decisions without human oversight. You will be notified at the start of any recorded call. 

Call recordings are not shared with Advisers or used for sales purposes. However, where relevant to your enquiry, we may pass on information obtained from a recorded call (such as clarifications about your financial needs or preferences) to the Adviser you are matched (or re-matched) with, to help them better support your request. 

d. Marketing and Communications Information  

We collect information about your marketing and communication preferences, including whether you wish to receive marketing from us and how you prefer to be contacted (e.g., email, SMS, phone). 

We also use tools such as tracking pixels to understand whether our marketing campaigns are effective—for example, whether an email was opened or a link was clicked—so we can improve the relevance and timing of our communications. 

We process this information under: 

• Consent (Art. 6(1)(a), UK and EU GDPR) where required for direct marketing communications under UK GDPR and the Privacy and Electronic Communications Regulations (PECR); and 

• Legitimate interests (Art. 6(1)(f), UK and EU GDPR) where processing is necessary to ensure service communications reach you effectively or to measure campaign performance. 

e. Data from Third-Party Tools 

We may validate or enhance your details using third-party tools (such as address look-up services, phone/email validation tools, or fraud prevention providers) to help complete your enquiry. If your initial enquiry is not successfully matched, we may contact you again or re-match you with a different Adviser that later becomes available. This helps us maximise your chances of receiving support while ensuring your enquiry is not prematurely closed. These processes do not result in decisions with legal or similarly significant effects unless such decisions are subject to meaningful human involvement, as required by UK and EU GDPR. 

We also collect, use, and share aggregated data—such as statistical or demographic information—to help us understand how people use our services and to improve our products. For example, we may aggregate data about how many users complete each stage of our matching service or how often specific features are accessed. 

Aggregated data is not considered personal data under the law because it does not directly or indirectly reveal your identity. However, if we ever combined aggregated data with other information in a way that could identify you, we would treat the combined data as personal data and handle it in accordance with this Privacy Policy. 

We process aggregated data under our legitimate interests (Art. 6(1)(f), UK and EU GDPR) in analysing service performance, monitoring user behaviour in a non-identifiable way, and improving our products and user experience. 

f. Data from our Professional Advisers 

Professional Advisers may provide information to us about the outcome of an enquiry—for example, whether contact was made, whether an appointment was booked, or whether advice was ultimately provided. Advisers may also submit relevant evidence (such as call notes or email correspondence) when requesting a refund or raising a dispute. We process this information under our legitimate interests (Art. 6(1)(f), UK and EU GDPR) in monitoring service quality, improving consumer–Adviser matching, and handling complaints or disputes effectively. 

g. Adviser Reviews and Feedback  

If you use our matching service, you may be invited to leave feedback about your experience with the Adviser you were matched with. This may include a rating, written comments, and optional identifying details (e.g., your name, if you choose to include it). We process this data under our legitimate interests (Art. 6(1)(f), UK and EU GDPR) in maintaining service quality, supporting transparency, and improving our services. Feedback may be shared with the Adviser and, unless you choose otherwise, may also be displayed on their Unbiased profile. We will never publicly identify you without your explicit consent. 

3. How We Use Your Data 

Data Protection Laws require us to have a legal basis for everything that we do with your personal information falling under one of the following categories: 

• Performance of a contract with you: Where we need to perform a contract we are about to enter into or have entered into with you. 

• Legitimate interests: We may use your personal information where it is necessary to conduct our business and pursue our legitimate interests, for example to prevent fraud and/or enable us to give you the best user experience. We make sure we consider and balance any potential impact on you and your rights (both positive and negative) before we process your personal information for our legitimate interests. We do not use your personal information for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law). 

• Legal obligation: We may use your personal information where it is necessary for compliance with a legal obligation that we are subject to. 

• Consent: We rely on consent only where we have obtained your active agreement to use your personal information for a specified purpose, for example in relation to receiving marketing emails from us. 

• Vital interests: We may process your personal information where we believe it is necessary to protect your vital interests or the vital interests of a third party, such as situations involving potential threats to the safety of any person. 

We use your personal information in a number of different ways and for different reasons. The table below sets out what we do and why.

Under the UK and EU GDPR, we rely on the following legal bases: 

* Where we rely on consent as the lawful basis for processing (e.g., for direct marketing or non-essential cookies), you have the right to withdraw that consent at any time. Withdrawing consent will not affect the lawfulness of any processing based on other lawful grounds, such as legitimate interests or contractual necessity. 

We only share your personal data where necessary to deliver the service you have requested. This may include matching you with an alternative Adviser or firm if your initial match is unavailable or unresponsive. 

4. Who Controls Your Data 

When you submit an enquiry through Unbiased, both Unbiased and the Adviser you are matched with act as independent data controllers. This means each party decides how and why it uses your personal data for its own purposes. 

• Unbiased uses your data to run the platform, connect you with an Adviser, monitor service quality, handle complaints, and improve our services. 

• Advisers use your data to respond to your enquiry and provide advice directly to you. 

 We do not act as a data processor on behalf of Advisers, and Advisers do not act as processors for Unbiased. Each party is responsible for complying with data protection laws for the personal data it processes.

5. Managing Your Marketing Preferences 

As an individual subscriber (i.e. acting in your individual capacity) when you fill in an online form on our website or platform, you will be asked to indicate your preferences for receiving direct marketing communications from us. This will be via a clearly marked consent box at the point of data collection. 

You can withdraw your consent at any time by using the unsubscribe link in our emails or by contacting us at [email protected].  

We will always get your express consent before we share your personal information with any third party for their own direct marketing purposes. 

Please note that if you opt out of receiving marketing communications, you will still receive service-related communications that are essential for administrative or customer service purposes, for example, updates to our Terms, checking that your contact details are correct, etc. 

6. Sharing Your Data with Third-Parties 

We may share your personal information with Advisers and other third parties who provide services to us, for example, our contact validation, CRM platforms, cloud storage, email providers, and analytics tools providers. We require all third parties to respect the security of your personal information and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal information for their own purposes and only permit them to process your personal information for specified purposes and in accordance with our instructions. 

We may use trusted third-party services to verify and validate your contact information (e.g. SMS verification, email address formatting). This helps us ensure your enquiry can be delivered to an Adviser. We may pass on information shared during your communication with us (e.g. clarifications from recorded calls or chats) to the Adviser you are matched with, to support enquiry completion. We do not share the recordings or transcripts themselves. 

We may share your data with the following categories of data recipients: 

• Advisers you choose to contact or who are matched (or re-matched) to your enquiry; 

• Third-party partners contracted by Unbiased (e.g. contact validation tools) to support delivery and fulfilment of your enquiry; 

• Service providers such as CRM platforms, cloud storage, email providers, and analytics tools; 

• Automation-based transcription and analytics tools to support training, call quality monitoring, and service improvement—these tools may process metadata and call content under strict human oversight; 

• Professional Advisers such as tax or legal Advisers (for example, as necessary for the establishment, exercise or defence of legal claims or to protect the rights or safety of the website or us; 

• Consultants, insurance companies/claim managers and accountants; and/or 

• Agents, suppliers or sub-contractors, and other associated organisations where they are engaged by us to help deliver a service or product that we have instructed them on. 

• Third parties in case of a legal requirement. We also disclose your personal information if disclosure is required by law or in the context of an investigation, regulatory requirement, judicial proceeding, court order, or legal process (including to law enforcement or competent authorities like the police/tax authorities, such as HMRC in the UK). 

• Third parties in case of a corporate transaction. In addition, information about our customers and users, including personal information, may be disclosed as part of any merger, sale, transfer of our assets, investment, acquisition, bankruptcy, or similar event, including while engaging with our actual or potential investors. Any such transfer will be carried out in accordance with applicable data protection laws to ensure your personal data remains protected. 

All third-party partners are contractually required to protect your data under UK and EU GDPR. All third-party providers we engage are subject to written agreements requiring them to process personal data in accordance with UK and EU GDPR. Where data is transferred outside the UK or EEA, we implement appropriate safeguards, such as UK-approved Standard Contractual Clauses or reliance on adequacy decisions. Please see more details below in Section 7: International Transfers. 

7. International Transfers 

Whenever we transfer your personal information out of the UK or the EEA to service providers or any other third party, we ensure a similar degree of protection is afforded to it by ensuring that the necessary safeguards are in place, for example: 

• We will only transfer your personal information to countries that have been deemed by regulators in the UK or the EU to provide an adequate level of protection for personal information; or 

• We may use specific standard contractual terms approved for use in the UK and EU which give the transferred personal information the same protection as it has in the UK and EU. 

• We may also participate in the UK Extension to the EU-US Data Privacy Framework (where applicable). 

For more information about these safeguards, please contact us at [email protected].

8. Data Retention 

We will only retain your personal information for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting, or reporting requirements. We may retain your personal information for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.  For further information about specific retention periods, please contact us at [email protected]. 

9. Your Rights 

You have a number of rights under data protection laws in relation to your personal information. 

You have the right to: 

• Request access to your personal information (commonly known as a "subject access request"). This enables you to receive a copy of the personal information we hold about you and to check that we are lawfully processing it. 

• Request correction of the personal information that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us. 

• Request erasure of your personal information in certain circumstances. This enables you to ask us to delete or remove personal information where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal information where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal information to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request. 

• Object to processing of your personal information where we are relying on a legitimate interest (or those of a third party) as the legal basis for that particular use of your data (including carrying out profiling based on our legitimate interests). In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your right to object. 

• You also have the absolute right to object any time to the processing of your personal information for direct marketing purposes. 

• Request the transfer of your personal information to you or to a third party. We will provide to you, or a third party you have chosen, your personal information in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you. 

• Withdraw consent at any time where we are relying on consent to process your personal information.  However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent. 

• Request restriction of processing of your personal information. This enables you to ask us to suspend the processing of your personal information in one of the following scenarios: 

• If you want us to establish the data's accuracy; 

• Where our use of the data is unlawful but you do not want us to erase it; 

• Where you need us to hold the data even if we no longer require it as you need it to establish, exercise, or defend legal claims; or 

• You have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it. 

If you wish to exercise any of the rights set out above, please contact us at: [email protected].

You will not have to pay a fee to access your personal information (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive, or excessive. Alternatively, we could refuse to comply with your request in these circumstances. 

What we may need from you 

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal information (or to exercise any of your other rights). This is a security measure to ensure that personal information is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response. 

Time limit to respond 

We try to respond to all legitimate requests within one calendar month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated. 

10. Children’s Data 

Our services are intended for individuals aged 18 and over. We do not market to, provide services for, or knowingly collect personal data from anyone under the age of 18. If we become aware that we have received personal data from a minor, we will delete it as soon as reasonably possible. This is in line with our responsibilities under UK data protection law and the regulated nature of the services we provide. If you believe a child under 18 has submitted personal data to us without proper authority, please contact our DPO immediately so we can investigate and remove the data as appropriate: [email protected]. 

11. 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 notice of every website you visit. 

12. Your Right to Complain 

You have the right to make a complaint at any time to the relevant data protection regulator.  In the UK this is the Information Commissioner’s Office (ICO) (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach any regulator, so in the first instance please contact us at [email protected]. 

13. Changes to This Policy 

We may update this Privacy Policy periodically. If we make material changes, we will notify users via our website or email. 

For more information on how we use cookies and tracking technologies, please see our Cookie Policy or refer to Section 2b of this policy. 

For previous versions, please contact us at [email protected]. 

If you require this privacy policy in an alternative format—such as large print, braille, or audio—or if you need additional support when contacting us, please let us know.  

Customers who are deaf, hard of hearing, or have speech difficulties can use the Relay UK service when calling us. Simply dial 18001 followed by our phone number (if using a textphone or the Relay UK app). Relay UK is free to use; standard network charges apply for the call itself. 

If you ever have questions or concerns about how we use your data, we're here to help. Just get in touch via the details above.