Website Privacy Notice

Last updated: 6 October 2026

1. Who we are

This notice explains how Avagance Limited ("Avagance", "we", "us", "our") handles personal data collected through our website at https://avagance.com (the "Website").

For this data, Avagance is the data controller, which means we decide why and how it is used. We are registered in England and Wales under company number 15991387, registered office 128 City Road, London, EC1V 2NX. We are registered with the Information Commissioner's Office under registration number ZC187167. Contact us about privacy, or to exercise any of the rights in section 12, at policy@avagance.com.

We are a software provider for UK financial advice firms and are not FCA-authorised; we do not provide financial advice.

2. Who this notice is for

Prospects who join our waitlist, request early access / a demo, or use "Get started".
Enquirers who contact us (including Enterprise/contact forms) or message us on live chat.
Partners who register for our Partner Programme through the Website (see section 6).
Visitors to the Website generally (analytics and cookies).

(If you are a client of an advice firm that uses the Avagance platform, that firm — not Avagance — is your data controller; please contact the firm.)

3. What we collect and why

We collect	For example	Why (purpose)	Lawful basis (UK GDPR)
Waitlist / get-started details	First and last name, work email, and for some forms firm, FCA reference number and role	Register your interest, contact you, set up access, respond to your request	Steps prior to a contract; legitimate interests
Quiz and founding-page details	First and last name, work email, firm, and your mobile number if you give it; your quiz answers and result; whether you agreed that we may text or call you; and which ad or page brought you (the tags in the link you followed, or the site you came from)	Show your result, hold your founding place and contact you about it, and see which of our pages and ads work	Steps prior to a contract; legitimate interests; consent for texts and calls
Recent sign-ups list	Your first name and the general end of your firm's name (for example "■■■■■ Wealth Management"), never your email	Shown on our quiz, story and founding pages as a list of recent sign-ups, as the sign-up form says. Ask us and we will remove yours	Legitimate interests
Contact / enquiry details	Name, firm, work email, number of advisers, your message	Respond to and manage your enquiry	Legitimate interests; steps prior to a contract
Live-chat conversations	The messages you send us, and any name or email you give the chat	Answer your question and keep a record of what was asked	Legitimate interests (running a support channel you chose to use)
Partner registration details	See section 6	Operate the Partner Programme	Contract; legitimate interests; legal obligation
Marketing preferences	Consent choices, opt-outs	Send (and stop sending) updates you ask for	Consent, or legitimate interests for existing business contacts
Usage / technical data	IP address, device/browser, pages viewed, referral source	Run, secure and improve the Website; analytics; with your consent, measuring our LinkedIn ads	Legitimate interests (and consent for non-essential cookies)

Special category data and children. We do not seek special category data (such as health or political opinions) through the Website, and the Website is aimed at people acting for financial advice firms rather than at children. We do not knowingly collect data about children. Please do not send us special category data, or client-identifiable information, through our forms or live chat.

4. How we collect it

Directly from you — when you complete a form, email us, or message us on live chat.
Through LinkedIn — if you use a LinkedIn form in one of our ads to ask for a founding place, LinkedIn passes us the details you submit (usually your name, work email, firm and job title, plus any answer you give). We use them in the same way as our own forms.
Automatically as you use the Website — through cookies and similar technologies, as described in our Cookie Notice. Only strictly necessary items are set before you choose.
From an partner or referrer — if you arrive through a referral link, we record which partner referred you (with your consent), so any commission can be calculated.

5. Marketing communications

Where you ask us to, or where permitted for business contacts, we may email you Avagance updates (including early-access and product news). You can opt out at any time using the unsubscribe link or by emailing policy@avagance.com. This does not stop necessary service messages (for example, about your partner payments).

6. Partners (Partner Programme registrants)

If you register for the Avagance Partner Programme through the Website, we process your personal data as controller to run the Programme. This is in addition to the Partner Programme Agreement and the Cookie Notice (which explains referral-tracking cookies).

What we collect from partners

Identity and contact: name, business/trading name, website or channels, email, telephone.
Payment and tax details: the bank / PayPal / payout details and any tax information (for example, VAT status) we need to pay your commission and meet our tax and accounting obligations.
Programme and performance data: your Partner Account details, Referral Links, referrals attributed to you, clicks/sign-ups, commission earned and paid.
Communications: your correspondence with us about the Programme.

Why we use it, and our lawful basis

To operate the Programme, track referrals, and calculate and pay commission — performance of the Partner Programme Agreement.
To prevent fraud and abuse, verify referrals, and protect the Programme — legitimate interests.
To meet tax, accounting and other legal obligations relating to payments to you — legal obligation.
To send you Programme-related updates — legitimate interests (service messages) or consent (marketing).

Sharing. We share partner data only as needed — for example, with our payment provider to pay you, our partner-tracking provider, and our professional advisers (accountants/auditors), and where required by law. See section 8.

Retention. We keep partner data for the duration of your participation and then only as long as needed — payment and tax records are generally kept for at least 6 years to meet legal requirements; other data is deleted or anonymised sooner.

7. Cookies

The Website uses cookies and similar technologies: strictly necessary ones, and — each with your separate consent — analytics, live chat, partner/referral-tracking cookies and, on our quiz and story pages, the LinkedIn advertising tag. We also count visits to our quiz, story and founding pages with our own counter, which sets no cookies and which you can switch off. You can accept or reject them all in one click, or choose category by category, and change your mind at any time. See our Cookie Notice for the full list of what is set, by whom, and for how long.

We share personal data only where necessary, and never for another company's own marketing without your consent. Recipients are:

Service providers acting on our instructions, including: Cloudflare (hosting, security and bot protection), Resend (delivery of the emails our forms send), Google Analytics (website analytics, with your consent), Tawk.to (our live chat, with your consent or when you ask for chat), PromoteKit (partner/referral attribution, with your consent), Google/YouTube (films embedded on some pages: Google receives your IP address to serve the still image, and the player itself only loads if you press play, as explained in the Cookie Notice), and our payment provider for partner commission.
LinkedIn, only if you switch Advertising on in the banner on one of our quiz or story pages: the LinkedIn Insight Tag tells LinkedIn that you visited, and whether you started a quiz, completed one or claimed a founding place, so we can measure our LinkedIn ads and LinkedIn can show them to people who visited. LinkedIn decides how it uses that data, under its own privacy policy. We receive only totals.
Professional advisers — accountants, auditors, insurers and lawyers, under duties of confidentiality.
Authorities or other parties — where required by law or regulation, to enforce our terms, or in connection with a corporate transaction such as a merger or asset sale.

Where a provider processes data on our behalf, it is under a written contract that limits it to acting on our instructions and requires appropriate security. We do not sell your personal data.

9. International transfers

Some of the providers above are based outside the UK, so your personal data may be transferred there. Where that happens, we rely on a transfer mechanism recognised under UK data-protection law: UK adequacy regulations where they cover the country concerned, or the UK International Data Transfer Agreement (IDTA) or the UK Addendum to the EU Standard Contractual Clauses, together with any additional safeguards the transfer needs. You can ask us for details of the mechanism used for a particular provider.

10. How long we keep it

We keep personal data only as long as necessary for the purposes above. Our current periods are:

Data	How long we keep it	Why
Waitlist / early-access, quiz, founding-page and enquiry details	24 months from your last contact with us, unless you become a customer (in which case the platform Privacy Policy applies) or ask us to erase it sooner	Long enough to follow up on a genuine interest and reopen a conversation
Live-chat transcripts	12 months from the end of the conversation	Long enough to answer a follow-up and to check what was said if there is a dispute
Marketing preferences and opt-outs	Preference records are kept indefinitely where needed to honour your opt-out; marketing contact data is deleted after 24 months of no engagement	We must be able to prove you opted out, which means keeping the fact of the opt-out
Partner / partner records	Duration of participation, then 6 years for payment and tax records; other data deleted or anonymised sooner	UK tax and accounting record-keeping
Website analytics	Up to 14 months in Google Analytics, and up to 400 days for the underlying cookie	GA4 retention setting
Server, security and form-submission logs	12 months	Security monitoring, abuse investigation and fraud prevention
Correspondence about a complaint or legal claim	6 years from resolution	The limitation period for a contract claim in England and Wales

Where a longer period is required by law, or where data is needed for an active legal claim, we keep it for that period instead. At the end of the period we securely delete the data or irreversibly anonymise it so it can no longer identify you.

11. How we protect data

We use appropriate technical and organisational measures to protect personal data, including encryption in transit, access controls, and monitoring. We limit access to the people who need it to do their job, and they are under confidentiality obligations.

12. Your rights

Subject to the conditions in UK data-protection law, you have the right:

to be told how we use your personal data, which is what this notice does;
to a copy of the personal data we hold about you;
to have inaccurate data corrected;
to have your data erased in certain circumstances;
to restrict how we process it in certain circumstances;
to portability — to receive certain data, or have it sent to another provider;
to object to processing based on our legitimate interests, and to object to direct marketing at any time; and
to withdraw consent at any time where consent is the basis we rely on, including your cookie choices and marketing opt-ins. Withdrawing does not affect processing already carried out.

You also have the right not to be subject to a decision based solely on automated processing which produces legal effects concerning you or similarly significantly affects you. We do not carry out any such automated decision-making or profiling through this Website. Nothing you submit through a form on this site is used to make an automated decision about you, and the "Ava" features described on this site operate inside the customer platform, not on Website visitors.

To exercise a right, email policy@avagance.com. It is free, we may need to verify your identity or ask for more detail, and we will respond within one month; if a request is complex we will tell you and may take longer. More about these rights is on the ICO's website at ico.org.uk.

13. Keeping your details up to date

Please tell us if any personal data we hold about you is wrong or has changed, so we can correct it.

14. Third-party links

The Website links to sites we do not control, including our partner platform, our live-chat provider's own pages and social profiles. We are not responsible for their content or their privacy practices, so please read the privacy notice of any site you go on to.

15. Changes to this notice

We may update this notice from time to time — for example, when we add or change a provider. The "Last updated" date above shows the latest version, and we will tell you about significant changes where required.

16. Contact and complaints

Avagance Limited · Company number 15991387 (England and Wales) · ICO registration ZC187167 Registered office: 128 City Road, London, EC1V 2NX · Privacy and data-protection contact: policy@avagance.com

If you have a concern, 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) — ico.org.uk, helpline 0303 123 1113.