Privacy Policy

Last updated: 17 October 2026

This notice explains how Alliance Advisory Services collects and uses personal information when you visit our website, contact us, introduce a client to us, take our Business Resilience Health Check, or receive advice from us.

1. Who we are

Alliance Advisory Services is a trading name of Alliance Financial Protection Limited, registered in England, company number 16223618. Registered office (not open to visitors): Kinetic House, Penns Lane, Sutton Coldfield, West Midlands, B72 1BL. We are authorised and regulated by the Financial Conduct Authority, Firm Reference Number (FRN) 1034779.

Alliance Financial Protection Limited is the controller of the personal information described in this notice. For any question about this notice or your information, contact Des Richards:

• Email: drichards@allianceadvisoryservices.co.uk
• Phone: 0121 663 0171

2. What we collect and where it comes from

Contact form

Your name, email address, phone number and the details of your enquiry. The form sends your message to Des Richards by email so that we can reply. We use these details only to respond to your enquiry. We do not add enquirers to marketing lists.

Professional Connections (introducer) form

If you are a professional adviser introducing a client, we collect your name, firm, profession, email address and phone number, and your client’s name, business, email address, phone number and any notes you add. The form emails these details to Des Richards and sends you a confirmation. Please do not include health or other sensitive information in this form.

Business Resilience Health Check

The Health Check is a questionnaire about your business and its exposure to owner, key person, debt and continuity risks. Along with your answers, it asks for your first name, business name, email address and mobile number. The page is hosted by Systeme.io and the questionnaire runs on Tally.

When you submit the Health Check, your details are passed to Systeme.io, our email system, and to HubSpot, where we keep our customer records. We then send you an email with your results. We may also send up to four follow-up emails about protecting your business over the following two weeks. If your business is a limited company or LLP, we send these based on our legitimate interests, and the form tells you this before you submit. If you are a sole trader, partnership or other type of business, we only send them if you tick the optional box, and you can still complete the Health Check and receive your results without ticking it. The emails stop if you book a Business Resilience Review through Calendly, and every email has an unsubscribe link.

Booking a call

If you book a discovery meeting, Calendly collects the details you enter in the booking form and passes them to us.

Our advice process

When we advise you, we collect information about you, your family, your business, its owners and key people, and your financial circumstances, including income, existing cover, loans and commitments. Where it is needed to obtain quotes or apply for cover, this may include information about your health and lifestyle (see section 4). We collect most of this from you directly. We may also receive information from insurers when we apply for cover on your behalf.

Our website

With your consent, we collect information about how you use the website through Google Analytics. See section 9.

3. How we use your information and our lawful bases

• Replying to enquiries and arranging a conversation: our legitimate interests in responding to people who contact us, or steps you ask us to take before entering into an agreement.
• Advising you and arranging cover: performing our agreement with you, or taking steps at your request before entering into one.
• Handling professional introductions: our legitimate interests in responding to introductions and contacting the person introduced about the review they agreed to (see section 5).
• Keeping records and meeting our regulatory obligations, including FCA record-keeping and complaints handling: legal obligation.
• Website analytics: your consent, given through our cookie banner. You can withdraw it at any time.
• Health Check results email: our legitimate interests in sending you the results you asked for.
• Health Check follow-up emails: if your business is a limited company or LLP, our legitimate interests in sending you information relevant to the check you completed. If you are a sole trader, partnership or other type of business, your consent, given by ticking the optional box. Either way, you can stop them at any time by unsubscribing or contacting us.
• Other marketing: we only send other marketing to people who have agreed to receive it, or to business contacts at limited companies and LLPs where our legitimate interests apply. You can opt out at any time.

4. Health and other sensitive information

Health information is special category data under UK data protection law. We only collect health and lifestyle information when it is needed to obtain quotes or apply for insurance for you. Before we collect or use it, we identify the condition under data protection law that allows us to do so and record it on your file. Where that condition is your explicit consent, we will ask for it and record it, and you can withdraw it at any time. Withdrawing consent may mean we cannot obtain quotes or arrange cover for you.

Some insurers ask about criminal convictions. We only collect this information if an insurer’s application requires it, and the same steps apply.

Please do not send health information through the website contact or introducer forms.

5. Introductions from professional advisers

An accountant, solicitor, broker or other adviser may introduce you to us. They must confirm, when they submit the introduction, that you have agreed to your contact details being shared with us and to being contacted about a protection review. We use your details only to contact you about that introduction.

When we first contact you, and in any case within one month of receiving your details, we will tell you who introduced you and direct you to this notice. We will only share updates about your enquiry with the person who introduced you if you authorise this directly.

6. Who we share your information with

• Insurers we have agency arrangements with (Legal & General, Royal London, Aviva, Vitality, Zurich, The Exeter, LV= and Scottish Widows), when obtaining quotes or applying for cover for you.
• Service providers who help us run the business, such as our website host, email provider, Calendly (bookings), Systeme.io and Tally (Health Check), HubSpot (customer records), Zapier (which passes Health Check and booking details between these systems), and Google (website analytics, maps, fonts and embedded YouTube videos).
• Regulators and others where the law requires it, including the Financial Conduct Authority and the Financial Ombudsman Service.

We do not sell your information.

7. Transfers outside the UK

Some of our service providers are based in, or process information in, the European Union or the United States. Transfers to the European Union are covered by UK adequacy regulations. If you would like details of the safeguards that apply to a transfer to the United States, please contact us.

8. How long we keep your information

We keep client and advice records, electronically or on paper, for a minimum of six years, or for the duration of our relationship with you if that is longer. We do this to meet our regulatory obligations and to deal with any complaints or legal claims.

Enquiries, Health Check submissions and introductions that do not lead to advice are kept only for as long as we need them to deal with the enquiry and any follow-up you have asked for.

9. Cookies and analytics

When you first visit our website, a cookie banner lets you accept or deny optional cookies, or choose by category. Until you accept:

• Google Analytics (statistics) does not load and sets no cookies.
• Embedded YouTube videos and Google Maps (marketing) do not load. A placeholder is shown instead.

Strictly necessary cookies, including the cookies that remember your consent choice, are always used. The website’s fonts are loaded from Google Fonts, which means your browser sends your IP address to Google; Google Fonts does not set cookies.

You can change or withdraw your consent at any time using the “Cookie settings” link at the bottom of every page. If you withdraw consent, Google Analytics stops running. Any analytics cookies already set stay in your browser until they expire or you delete them. Our cookie policy lists the cookies we use.

10. Your rights

You have the right to:

• ask for a copy of your information;
• ask us to correct information that is wrong or incomplete;
• ask us to delete your information;
• ask us to restrict how we use your information;
• object to our use of your information where we rely on legitimate interests;
• ask for information you gave us to be transferred to another organisation;
• withdraw your consent at any time, where we rely on consent.

Some rights are subject to conditions. For example, we may need to keep certain records to meet our regulatory obligations. To exercise a right, contact Des Richards using the details in section 1. We will normally respond within one month.

11. Complaints

If you are unhappy with how we have handled your information, please contact us first so we can try to put it right. You also have the right to complain to the Information Commissioner’s Office (ICO):

• Website: ico.org.uk/make-a-complaint
• Phone: 0303 123 1113
• Post: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF

12. Changes to this notice

We will update this notice if the way we use personal information changes. The date at the top shows when it was last updated.