Privacy Policy.
Updated on: 16/10/2025
1. About this policy
This Privacy Policy explains how Choose Wisely Limited collects, uses and protects personal information when you use our website, comparison tools and related services. Our goal is to help you understand and compare financial products fairly and responsibly. To do this, we need to use certain information about you so the results you see are accurate, relevant and up to date. We handle that information carefully, in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and other applicable laws. By using choosewisely.co.uk, you agree to the terms of this Privacy Policy.
2. Who we are
Choose Wisely and choosewisely.co.uk are trading names of Choose Wisely Limited (company number 07580462).
Registered office: This Workspace, 18 Albert Road, Bournemouth BH1 1BZ.
We are registered with the Information Commissioner’s Office (ICO) under number Z3106681.
Data Protection Officer: CEO, Choose Wisely Limited.
Contact: hello@choosewisely.email
3. What we do and why we need your data
Choose Wisely helps you find and compare financial products such as personal loans, credit cards and current accounts that may be suitable for you. To show you relevant results, check eligibility, and make sure we only display products you could realistically apply for, we need to collect and process limited personal data. This enables our comparison tools to function properly, return accurate results and meet regulatory expectations for responsible lending and fair customer outcomes.
4. The information we collect
4.1 Information you give us
When you use our tools or forms, you may provide:
- Your name and contact details
- Address and residency information
- Employment status, income and expenditure details
- Details about the products or services you’re interested in
- Feedback, reviews or messages you send to our team
4.2 Information we collect automatically
We collect technical and usage data such as:
- The pages you visit, how long you spend on them and which parts you click on
- Device, browser and IP address information
- Cookies or similar technologies used to recognise returning visitors (see Section 12)
4.3 Information we receive from others
We may receive limited data from:
- Providers and brokers on our panel who provide information about the progress or outcome of an application you made via Choose Wisely.
- Credit reference and data analytics partners who help us verify identity, prevent fraud, check eligibility and improve the accuracy of our services.
These partners may confirm or return indicators to help us validate the information we hold, but we do not receive full credit files or conduct hard credit searches.
5. How we use your data
We only use your personal data where we have a lawful basis to do so and where it’s necessary for one or more of the following purposes:
- To operate our comparison tools – enabling us to show you accurate results, eligibility estimates and offers based on your circumstances.
- To verify information and prevent fraud – using trusted technology partners, who support responsible lending and compliance.
- To personalise and improve our service – analysing aggregated usage data to make our site clearer and more useful.
- To communicate with you – sending confirmations, updates and service-related messages.
- To send marketing (if you’ve opted in) – informing you about products or services that may interest you.
- To comply with legal or regulatory obligations – including those under FCA rules, anti-fraud and financial crime laws.
When we use partners to help verify identity or improve accuracy, the information shared is minimal and proportionate. We may provide limited application level details (for example, reference identifiers or broad outcomes) and receive signals or insights in return. These processes do not affect your credit score.
6. Lawful bases for processing
Our main lawful bases are:
- Legitimate interests: to provide and improve the comparison services you choose to use, while protecting against fraud and ensuring accuracy.
- Contract: to deliver specific services you request, such as showing eligibility results.
- Legal obligation: to meet our regulatory or statutory duties.
- Consent: when you opt in to marketing communications.
7. Who we share your data with
We only share personal data when it’s necessary, proportionate and covered by a lawful basis. We share limited information with trusted partners so that our comparison service functions correctly, remains secure, and meets regulatory expectations for accuracy and responsible lending. The following tables explain who we may share data with, why, and on what basis.
7.1 Product providers and brokers
We work with partners who provide 1st and 2nd charge mortgage products, bank accounts, business loans, car finance, credit cards, and personal loans. These may include banks, brokers, credit card providers, and non bank lenders. You can see a full list of providers here.
| Purpose | Examples | Lawful basis |
|---|---|---|
| To obtain quotes and check eligibility | Passing the information you enter (e.g. loan amount, employment, income) to selected lenders or brokers so they can generate eligibility results or indicative offers | Contract (to provide the comparison you requested) |
| To process applications | Transferring your details to the provider you choose to apply with | Contract (our agreements with you and our providers) |
| To monitor outcomes and service quality | Providers may confirm whether an application was accepted, declined or abandoned | Legitimate interest (service improvement and regulatory monitoring) |
| Affordability & vulnerability insight | Providers may share limited indicators of financial vulnerability or affordability risk to help us ensure fair outcomes | Legitimate interest and legal obligation (Consumer Duty) |
7.2 Credit reference and data analytics partners
We work with partners to verify identity, prevent fraud, assess eligibility, and improve accuracy. These include Equifax PLC, Experian Limited, Infinian Data Solutions Limited, and TransUnion Information Group Limited.
| Purpose | Examples | Lawful basis |
|---|---|---|
| Identity verification and fraud prevention | Checking that application details are genuine and consistent; detecting misuse or multiple identities | Legitimate interest (fraud prevention, platform integrity); Legal obligation (FCA, AML) |
| Credit and risk management | Sharing application-level data (e.g. number of recent applications or high-level outcomes) so partners can validate and enhance the information they hold | Legitimate interest (accuracy and responsible lending) |
| Affordability and vulnerability insight | Partners may supply indicators of potential financial vulnerability or affordability risk to help us and lenders meet Consumer Duty obligations | Legitimate interest; Legal obligation |
| Market accuracy and service improvement | Aggregated or anonymised insights used to improve the relevance and fairness of comparison results | Legitimate interest |
7.3 Technology and service providers
We work with partners to host, maintain, and support our platform in order to provide our service. These include Alphabet Inc (Google), Amazon Web Services Inc, Cloudflare Inc, Content Sqaure Limited (HotJar), Ratio Limited (our group parent), and Twilio Inc.
| Purpose | Examples | Lawful basis |
|---|---|---|
| Hosting and infrastructure | Secure cloud hosting, backup and disaster recovery | Legitimate interest |
| Communications and support | Email, SMS, in-app messaging, live chat | Legitimate interest; Contract |
| Analytics and performance | Measuring page performance and user behaviour to improve usability | Legitimate interest |
| Security and monitoring | DDoS protection, intrusion detection, vulnerability scanning | Legitimate interest; Legal obligation |
All such providers act as data processors under written agreements and must follow our instructions.
7.4 Group companies
We work with our parent company Ratio Limited and other group entities that provide shared operational and compliance support.
| Purpose | Examples | Lawful basis |
|---|---|---|
| Internal operations | Finance, HR, technology and compliance support provided by Ratio Limited (our parent company) | Legitimate interest |
Access is limited to staff who need it for these purposes.
7.5 Regulators and public authorities
We work with regulators, government agencies and authorised dispute resolution bodies when required by law or to protect customers.
| Purpose | Examples | Lawful basis |
|---|---|---|
| Legal and regulatory compliance | Responding to information requests from the FCA, CMA, the ICO, law enforcement or courts | Legal obligation |
| Consumer protection and dispute resolution | Providing information to an ombudsman or complaints body if required | Legal obligation |
7.6 Corporate transactions
We may share information with professional advisers, auditors or potential acquirers if we undergo a corporate transaction.
| Purpose | Examples | Lawful basis |
|---|---|---|
| Business reorganisation or sale | Sharing necessary information with potential buyers or advisers under confidentiality agreements | Legitimate interest – business continuity |
8. Automated decisions and profiling
Some tools we use, and some of our partners’ systems, may use automated processes to assess eligibility, likelihood of acceptance or fraud risk. These are designed to ensure fair and consistent results.
You have the right to:
- ask for a human review of any automated decision,
- express your point of view, or
- challenge the outcome.
To do so, email hello@choosewisely.email.
9. How we keep your data safe
We apply technical and organisational measures to protect your data, including:
- Encryption in transit and at rest
- Firewalls and intrusion detection
- Strict access controls and regular training for staff
- Secure cloud hosting within the UK/EEA
10. How long we keep your data
We keep personal data only as long as necessary for the purposes above. Usually this means:
- While you actively use our services, and
- Up to seven years afterwards (or longer if required by law or for legal claims).
After that, we either delete or anonymise it so you can no longer be identified.
11. Your rights
You have rights under data protection law to:
- Be informed about how we use your data
- Access the data we hold about you
- Correct inaccurate or incomplete data
- Request deletion (“the right to be forgotten”)
- Restrict or object to processing
- Request data portability
- Challenge automated decisions
To exercise any of these rights, email hello@choosewisely.email. If you’re not satisfied with our response, you can contact the Information Commissioner’s Office (ICO) at ico.org.uk.
12. Cookies
We use cookies to make our site work, remember preferences, measure performance and improve user experience. For full details, see our Cookie Policy. You can manage or disable cookies in your browser, though some features may not function properly without them.
13. International transfers
Our infrastructure is based in the UK and European Economic Area (EEA). Where a partner or provider processes data outside these regions, we ensure that adequate safeguards (such as the UK International Data Transfer Agreement or EU Standard Contractual Clauses) are in place.
14. Changes to this policy
We may update this policy from time to time to reflect changes in law or how we operate. We’ll post the latest version here with the updated “Last reviewed” date.
15. Contact us
Questions or requests: hello@choosewisely.email
Postal address: This Workspace, 18 Albert Road, Bournemouth BH1 1BZ.