Privacy & Cookies Policy

This Privacy & Cookies Policy explains how Pure Financial Solutions Limited (“we”, “us”, “our”) collect, use, store and protect your personal information when you use this website to get a quote for, or apply for, Friendly Shield. It also sets out your rights under UK data protection law (UK GDPR and the Data Protection Act 2018).

Last updated: September 2026.

1. Who we are

Pure Financial Solutions Limited is a company registered in England & Wales (Company Registration Number: 04037714).
Registered office: Redruth House, Cornwall Business Park West, Scorrier, Redruth, TR16 5EZ.

We are:

Authorised and regulated by the Financial Conduct Authority (FRN 712612)
Registered with the Information Commissioner’s Office (ICO) as a data controller (Reg No. Z6619654)

Friendly Shield is underwritten by National Deposit Friendly Society Limited (“National Friendly”). We arrange the cover on a non-advised basis: we give you information so you can decide for yourself, and we do not make a personal recommendation.

2. Information we collect on this website

When you get a quote, we collect your answers to the eligibility questions, your date of birth, your occupation, and whether you want sickness cover.

When you apply, we also collect:

Your title, name, gender, email address and phone number
Your address
Your employment status and income
The plan you choose (Bronze, Silver or Gold) and your premium
If you add them: your spouse or partner’s name, date of birth and gender, and your children’s first names, dates of birth and genders
Your bank account name, sort code, account number and preferred collection day, so your premiums can be collected by Direct Debit
Your marketing preferences

We do not ask you health questions on this website.

3. How we use your information

We only use your personal data where the law allows us to:

To give you a quote and arrange your policy: this is necessary to take steps you have asked for before entering into a contract, and to perform that contract.
To keep a record of your application and contact you about it: this is in our legitimate interests in running our business and serving you properly.
To meet our legal and regulatory obligations: for example FCA record-keeping and fraud prevention.
To send you marketing: only by the methods you agreed to on the application form. You can change your mind at any time by contacting us.

4. Who we share your data with

National Friendly, who underwrite and administer Friendly Shield. Once your policy is in place, National Friendly also uses your information under its own privacy notice.
Our service providers, who handle data on our behalf and only on our instructions. These include our customer relationship management (CRM) system, provided by HighLevel, where your application is recorded, and our website host, Vercel.
Meta Platforms Ireland Limited, Google Ireland Limited, Microsoft Ireland Operations Limited and TikTok Information Technologies UK Limited, only if you accept cookies (see section 7). We do not send them your form answers (see Advertising results below).
Regulators, law enforcement and government bodies, where the law requires it.

Advertising results. If you came to us through an advert or form on Facebook, Instagram or TikTok, we tell that platform whether you went on to become a customer, so it can measure our adverts and show them to similar people. For Facebook and Instagram we use the reference number they gave us with your enquiry. For TikTok we send your email address and mobile number in a scrambled (hashed) form that cannot be read back. We do not send your answers, or any health or financial details. You can object to this at any time by emailing info@purefininsurance.co.uk.

We will never sell your personal data.

5. International transfers

Some of our service providers, including HighLevel and Vercel, are based in or process data in the United States. Where your data is transferred outside the UK we rely on safeguards recognised under UK law, such as the UK Extension to the EU-US Data Privacy Framework or the International Data Transfer Agreement.

6. How long we keep your data

Normally for the length of your relationship with us plus up to 6 years, to meet legal, regulatory and insurance requirements.
If you get a quote or start an application but do not go ahead, we keep your details only as long as we reasonably need to follow up your enquiry and meet our record-keeping duties.

7. Cookies and similar technologies

When you first visit, we ask whether you accept cookies. Nothing is set for marketing or analytics until you choose.

Strictly necessary: we store your cookie choice in your browser’s local storage, so we do not ask you again on every page. This is needed for the site to respect your choice and cannot be switched off.
Marketing (Meta Pixel and Conversions API), only if you click Accept: the Meta Pixel is a small piece of code from Meta Platforms Ireland Limited, the company behind Facebook and Instagram. It tells Meta which pages you visit on this site and when you reach key steps, such as seeing your quote or submitting an application. Our server also sends Meta a copy of those same steps, with your IP address and browser details, so they are counted even if your browser blocks the pixel. We use this to measure how well our Facebook and Instagram adverts work and to show our adverts to people more likely to find them useful. Meta sets its own cookies to do this, and if you have a Facebook or Instagram account it may link this activity to your account under Meta’s privacy policy.
Analytics (Google Analytics), only if you click Accept: Google Analytics, from Google Ireland Limited, tells us how many people visit, where they came from and which pages and steps they reach. Google sets its own cookies to do this. See Google’s privacy policy.
Marketing (TikTok pixel), only if you click Accept: the TikTok pixel, from TikTok Information Technologies UK Limited, tells TikTok which pages you visit on this site and when you send an enquiry, so we can measure how well our TikTok adverts work. TikTok sets its own cookies to do this. See TikTok’s privacy policy.
Analytics (Microsoft Clarity), only if you click Accept: Microsoft Clarity, from Microsoft Ireland Operations Limited, records how visitors move around the page (scrolling, taps and clicks) so we can see where the site is confusing. What you type into the form is hidden from these recordings. Microsoft sets its own cookies to do this. See Microsoft’s privacy statement.

Separately, and without cookies, we count anonymously how visitors use the quote form: which steps are reached, which question they were on when they left, how long the visit lasts, and general answers such as age range, job category, the prices shown and the plan chosen. This never includes your name, contact details, date of birth, bank details or anything you type, and cannot be used to identify you. We also count visits using Vercel Web Analytics, which is cookie-free and does not identify you.

If you click Reject, none of the Meta, Google, Microsoft or TikTok tools are loaded and the site works exactly the same. You can change your choice at any time using the Cookie settings link at the bottom of every page.

8. Your rights

You have the following rights under data protection law:

Access to your data (a copy of the information we hold)
Correction of inaccurate or incomplete data
Erasure of your data (“the right to be forgotten”)
Restriction of, or objection to, processing
Data portability (where applicable)
Withdrawing consent for marketing or cookies at any time

To exercise any of these rights, contact us using the details below. If you are unhappy with how we have handled your data, you can also complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.

9. Contact us

If you have any questions about this policy or how your data is used, please contact:

Pure Financial Solutions Limited
Redruth House, Cornwall Business Park West, Scorrier, Redruth, TR16 5EZ
Email: info@purefininsurance.co.uk | Tel: 01872 885889