Affinity Financial Management Limited, trading as Affinity Financial, is committed to protecting your privacy and to handling your personal information openly and carefully. This notice explains what information we collect when you contact us or use our website, how we use it, who we share it with and the rights you have over it.
For the purposes of data protection law, the data controller is Affinity Financial Management Limited (company number 12455102), 14 Museum Place, Cardiff, CF10 3BH. We are authorised and regulated by the Financial Conduct Authority, firm reference number 1023412.
Depending on how you deal with us, we may collect:
We collect most of this information directly from you when you enquire, meet with us or become a client. We may also receive information from third parties acting on your behalf or with your permission, such as lenders, product providers, your accountant or your solicitor. Some technical information is collected automatically by our website through cookies and similar technologies.
We only use your information where the law allows us to. The main reasons we process your data, and the lawful bases we rely on, are set out below.
Where we rely on your consent, for example to process health information or to send you marketing, you can withdraw that consent at any time by contacting us.
We do not sell your information, and we do not share it with anyone for their own marketing. We may share your information with:
Anyone we share your information with is required to keep it secure and to use it only for the purpose we have set.
Your information is normally stored and processed within the United Kingdom. Where a provider or service we use processes data outside the UK, we take steps to make sure it is protected by appropriate safeguards recognised under UK data protection law.
We keep your information only for as long as we need it. Because we are a regulated financial services firm, we are required to retain client records for a period after our relationship ends, generally at least six years, and longer for certain products such as pensions and investments, in line with regulatory and legal requirements. When we no longer need your information, we delete or anonymise it securely.
We take the security of your information seriously and use appropriate technical and organisational measures to protect it. Our website uses SSL or TLS encryption, which you can recognise by the padlock symbol and the “https” at the start of the web address, so that information you send us through the site cannot easily be read by others. No method of transmission over the internet is completely secure, so while we protect your information as far as we reasonably can, we cannot guarantee the security of data sent to us electronically.
Under data protection law, you have a number of rights over your personal information. You can ask us to:
You can also withdraw any consent you have given at any time. There is normally no charge for exercising these rights, and we will respond within the time limits set by law. To make a request, please contact us using the details below.
We will only send you marketing where you have agreed to receive it, or where we are otherwise permitted to. You can ask us to stop at any time by contacting us, or by using the unsubscribe option in any email we send.
Our website uses cookies and similar technologies. You can read about the cookies we use, and how to manage them, in our cookie policy.
We may update this notice from time to time. Any changes will be published on this page, so please check it occasionally. This version was last updated in July 2026.
If you have any questions about this notice or about how we use your information, or if you wish to exercise any of your rights, please contact us:
If you are not happy with how we have handled your information, you have the right to complain to the Information Commissioner’s Office, the UK regulator for data protection. You can contact the ICO at ico.org.uk or on 0303 123 1113. We would ask that you contact us first, so that we have the opportunity to put things right.