Equity Assist

Privacy Policy

Privacy Policy

Last updated: June 2026

This Privacy Policy explains how Equity Assist collects, uses, shares and protects personal information when you use our website, complete our equity release calculator, request a callback, download a guide, contact us, or ask to be introduced to a later-life lending specialist.

Please read this policy carefully so you understand how we handle your personal information.

1. Who we are

Equity Assist operates the website www.equityassist.co.uk.

Equity Assist is an independent equity release enquiry and calculator website. We help users make an initial enquiry about equity release and later-life lending options.

Equity Assist does not provide regulated financial advice and does not make personal recommendations. If you choose to speak with an adviser, your details may be passed to an FCA-authorised later-life lending specialist or advice firm who can provide regulated advice.

Data controller: Equity Assist
Trading name: Equity Assist
Website: www.equityassist.co.uk
Email: info@equityassist.co.uk

For the purposes of UK data protection law, we are the data controller for personal information collected through this website.

2. Information we collect

We may collect and process the following types of personal information.

Information you provide to us

This may include:

  • your name

  • email address

  • telephone number

  • postcode or address

  • age or date of birth

  • property value

  • outstanding mortgage balance

  • property type

  • reason for enquiry

  • preferred contact time

  • details you provide in forms, emails, calls or messages

  • whether you already have an equity release plan

  • current lender details, if you ask for an existing-plan review

  • any other information you choose to give us

Information relevant to equity release enquiries

To help assess whether you may be eligible for equity release or later-life lending, we may collect information about:

  • your home

  • estimated property value

  • mortgage or secured loan balance

  • age of the youngest homeowner

  • whether you are making an enquiry alone or jointly

  • the purpose of the enquiry, such as repaying a mortgage, home improvements, helping family, retirement income, or reviewing an existing plan

Special category information

In some cases, you may choose to provide information about your health or medical circumstances, for example where this may affect the options available from later-life lending providers.

We will only collect or share this type of information where it is relevant to your enquiry and where we have a suitable lawful basis, such as your explicit consent.

Technical information

When you use our website, we may collect technical information such as:

  • IP address

  • browser type

  • device type

  • pages visited

  • time spent on the website

  • referring website or search engine

  • general location information

  • cookie and tracking information

For more information, please see our Cookie Policy.

3. How we collect your information

We may collect personal information when you:

  • use the equity release calculator

  • request a callback

  • complete a contact form

  • download a guide

  • submit an existing-plan review enquiry

  • call, email or message us

  • interact with our website

  • respond to our follow-up communications

We may also receive technical information automatically through cookies, analytics tools and similar technologies, where permitted.

4. Why we use your information

We use personal information for the following purposes:

To respond to your enquiry

We use your details to contact you about your equity release or later-life lending enquiry, answer questions, and help you understand what the next step may be.

To provide an initial calculator estimate

If you use our calculator, we use the information you provide to generate an initial estimate. This estimate is not financial advice, a recommendation, or a formal mortgage offer.

To introduce you to an adviser

If you choose to proceed or request contact from an adviser, we may share your details with an FCA-authorised later-life lending specialist or advice firm who can provide regulated advice.

To provide guides and information

If you request a guide or other information, we use your details to send it to you and may follow up to ask whether you need further help.

To improve our website and services

We may use website and enquiry data to understand how visitors use our site, improve the calculator journey, improve our content, and make the website easier to use.

To comply with legal and regulatory obligations

We may need to keep records to comply with legal, tax, accounting, data protection and regulatory obligations, or to respond to complaints, disputes or enquiries.

To send marketing communications

Where permitted, we may send information about equity release, later-life lending, related services, guides or updates.

You can opt out of marketing communications at any time.

5. Our lawful basis for using your information

Under UK data protection law, we must have a lawful basis for using personal information.

Depending on the circumstances, we may rely on one or more of the following lawful bases:

Consent

We may rely on your consent where you ask us to:

  • contact you about your enquiry

  • send a guide

  • pass your details to an adviser firm

  • process health or medical information

  • send certain types of marketing

  • use non-essential cookies

You can withdraw consent at any time.

Legitimate interests

We may rely on legitimate interests to:

  • respond to enquiries

  • manage and improve our website

  • keep business records

  • prevent fraud or misuse of the website

  • follow up with people who have made an enquiry

  • understand which pages and services are useful to visitors

Where we rely on legitimate interests, we consider whether our interests are overridden by your rights and freedoms.

Legal obligation

We may process information where necessary to comply with legal obligations, such as tax, accounting, data protection, complaints handling or regulatory requirements.

Contract or steps before a contract

In some circumstances, we may process information where it is necessary to take steps at your request before entering into an agreement, or where it relates to services you have requested.

6. Who we share your information with

We may share your personal information with the following types of organisation.

FCA-authorised adviser firms

If you request a callback, complete the calculator, ask to speak with an adviser, or otherwise consent to an introduction, we may share your information with a later-life lending specialist or advice firm authorised and regulated by the Financial Conduct Authority.

The adviser firm will use your information to contact you, discuss your circumstances, and, where appropriate, provide regulated advice.

Before proceeding with any advice or recommendation, you should check the adviser firm’s authorisation and permissions on the FCA Financial Services Register or FCA Firm Checker.

Lenders, providers or professional firms

Where your enquiry progresses through an authorised adviser firm, your information may be shared with lenders, product providers, solicitors, surveyors or other professional parties involved in the advice or application process.

This would usually be handled by the authorised adviser firm rather than Equity Assist.

Website, IT and service providers

We may share information with trusted suppliers who help us operate our website and business, such as:

  • website hosting providers

  • form and email providers

  • analytics providers

  • customer relationship management systems

  • call tracking providers

  • email marketing systems

  • professional advisers

These providers should only use your information for the services they provide to us.

Legal, regulatory or complaint bodies

We may share information where required by law, regulation, court order, complaint handling process, or to protect our legal rights.

7. Do we sell personal information?

Equity Assist may receive a referral fee, introducer fee or commission if you are referred to an adviser firm or partner organisation.

We do not sell your personal information to unrelated third parties for general marketing.

Where we share your details with an adviser firm or partner organisation, this will be for the purpose of handling your enquiry or providing the service you have requested or consented to.

8. How long we keep your information

We will only keep personal information for as long as necessary for the purposes set out in this policy.

As a guide, we may keep:

  • enquiry records for up to 6 years from the date of enquiry or last contact

  • referral records for up to 6 years, to deal with audit, complaint or legal matters

  • marketing preference records until you unsubscribe or ask us to delete them

  • suppression records where needed to make sure we do not contact you again

  • website analytics data for the period set by our analytics provider

  • cookie records for the period stated in our Cookie Policy

We may keep some information for longer if required by law, regulation, tax, accounting, complaint handling or legal reasons.

9. Marketing communications

We may contact you by phone, email, text message or other means where you have requested information, made an enquiry, or consented to further contact.

You can opt out of marketing communications at any time by:

  • clicking an unsubscribe link in an email

  • replying to a message asking us to stop

  • contacting us using the details in this policy

We may still contact you about an active enquiry or service request, even if you opt out of marketing.

10. Cookies and analytics

Our website may use cookies and similar technologies to:

  • make the website work properly

  • remember your preferences

  • understand how visitors use the website

  • improve the calculator journey

  • measure marketing performance

  • support advertising or retargeting, where used

Some cookies are strictly necessary for the website to work. Others, such as analytics or advertising cookies, should only be used with your consent.

Please see our Cookie Policy for more information about the cookies we use, why we use them, and how you can manage your preferences.

11. Call recording

If calls are recorded, we will tell you at the start of the call or as soon as reasonably possible.

Calls may be recorded for training, monitoring, quality, complaint handling, record keeping or regulatory purposes.

If calls are not recorded, this section should be removed.

12. International transfers

Some of our service providers may store or process information outside the United Kingdom.

Where this happens, we will take steps to ensure that appropriate safeguards are in place to protect your personal information, as required by UK data protection law.

13. Security

We take appropriate steps to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.

However, no website, email system or internet transmission is completely secure. You should take care when sending sensitive information online.

14. Your rights

Under UK data protection law, you have rights in relation to your personal information. These may include the right to:

  • be informed about how your information is used

  • access a copy of your personal information

  • ask for inaccurate information to be corrected

  • ask for information to be erased

  • ask us to restrict how we use your information

  • object to certain types of processing

  • ask for information to be transferred to another organisation

  • withdraw consent where we rely on consent

  • complain to the Information Commissioner’s Office

These rights do not apply in every situation, but we will explain this if you make a request.

To exercise your rights, please contact us at:

info@equityassist.co.uk

15. Complaints

If you are unhappy with how we handle your personal information, please contact us first so we can try to resolve the issue.

Email: info@equityassist.co.uk

You also have the right to complain to the Information Commissioner’s Office, the UK regulator for data protection.

Website: www.ico.org.uk

16. Third-party websites

Our website may contain links to third-party websites. We are not responsible for the privacy practices, content or security of those websites.

You should read the privacy policy of any third-party website you visit.

17. Changes to this Privacy Policy

We may update this Privacy Policy from time to time.

The latest version will always be published on this page, with the date of the latest update shown at the top.

If we make significant changes to how we use your personal information, we will take appropriate steps to bring those changes to your attention.