Privacy and Cookie Notices
Privacy Notice
Last updated on 31st July 2025
1. What does this notice cover?
This notice describes how Hey Alfie UK Limited (“Hey Alfie", "we", "us" or "our") uses your personal data when you interact with us and our website at www.heyalfie.com (“Site”). It also describes your data protection rights, including a right to object to some of the processing which we carry out. More information about your rights, and how to exercise them, is set out in the "Your choices and rights" section.
We also may provide you with additional information when we collect personal data, where we feel it would be helpful, more relevant and timely.
2. What data do we collect?
Contact Data: Your name, home address, email address and phone number
Account Data: Username and password
Property Data: Your address and details of your property, including any uploaded property documents such as pictures, property surveys, floor plans, insurance policies, appliance receipts and manuals, rental agreements, utility bills, warranties, invoices, to-do list, and other property-related documentation
Interaction Data: Records of your interactions with customer services and associated notes
Financial Data: Payment details, including billing addresses, transaction history and credit card details
Marketing Preferences: Your marketing preferences including any consent you have given us.
Device and Browser Data: Your device’s IP address, browser type and version, time zone setting, browser plug-in types and versions, operating systems, unique device identifiers and advertising identifiers
Website Usage Data: Information about your visit, including the URL clickstream to, through and from the website (including date and time), conversations with the AI chatbot, the content (and any ads) that you view or interact with, page response times, download errors, length of visits to certain pages, page interaction information (such as scrolling, clicks, and mouse overs), and methods used to browse away from the page
Fraud Data: Payment validation data including the verification of sort codes, account numbers and card details to prevent fraud.
Some of this information is collected using cookies and related technologies which are often provided by third party providers. To learn more, please see our Cookies Notice below.
Sometimes, we receive information about you from third parties. In particular, we may receive information about you from other Hey Alfie customers for instance when you live together, have joint property or financial documents together. We may also receive Property Data from our third-party providers or from publicly available sources (e.g., Land Registry Service).
3. How do we use this information, and what is our legal basis?
We need to have a ‘legal basis’ to process your data. We explain these legal bases below. We also explain the purposes for which we process your data and the categories of data that we use for each purpose.
Purpose: Register and create an account, provide you with our services, manage your Hey Alfie Club membership, and fulfil service requests, including connecting you with home service providers.
Personal Data Used: Contact Data, Account Data, Property Data
Legal Basis: It is necessary to perform our contract with you, and to take steps at your request prior to entering into a contract with you.
Purpose: Personalise the AI agent’s support and recommendations based on your property profile, uploaded documents, and interaction history.
Personal Data Used: Contact Data, Account Data, Property Data, Interaction Data, Website Data
Legal Basis: We have a legitimate interest in personalising our AI services and improving user experience through AI powered recommendations. Our legitimate interest is to provide more relevant and useful assistance based on your specific property needs and interaction history.Where we use cookies or similar technologies, we rely on your consent where required.
Purpose: Facilitate payment for our services
Personal Data Used: Contact Data, Account Data, Financial Data, Fraud Data
Legal Basis: It is necessary for us to process your personal data to perform our contract with you.
Purpose: Manage our relationship and communicate with you on email, phone, WhatsApp, SMS, and physical mail including fulfilling your service requests and responding to your queries, handle any complaints, and provide customer support services.
Personal Data Used: Contact Data, Account Data, Property Data, Interaction Data, Device and Browser Data, Website Data
Legal Basis: We have a legitimate interest in managing our business, providing customer service and resolving any issues or complaints.
Purpose: Monitor customer accounts to prevent, investigate and/or report fraud, terrorism, misrepresentation, security incidents or crime, in accordance with applicable law. This includes the use of your data to enforce or apply our Terms of Use or any other agreements; or to protect the rights, property, or safety of Hey Alfie, our customers, or others and for our internal record keeping and reporting purposes.
Personal Data Used: All relevant data including Fraud Data.
Legal Basis: When we have a legal obligation under UK law, we process the data in order to comply with applicable law and regulations. When we have a legal obligation under laws outside the UK or our processing is not pursuant to a legal obligation, we have a legitimate interest in protecting our business interests and legal rights, and the interests and legal rights of our users.
Purpose: Conduct research, develop new products and services and improve or modify our existing services
Personal Data Used: Contact Data, Property Data, Device and Browser Data, Website Usage Data, Interaction Data
Legal Basis: We have a legitimate interest in managing our business and improving our services. Where we use cookies or similar technologies, we rely on your consent where required.
Purpose: Send you marketing and promotional communications in relation to our relevant products and services and to provide you with tailored content and ads on this and other sites, apps or social media platforms based on your interactions on the Site and other sites or apps or social media platforms (including measuring the effectiveness of our advertising campaigns).
Personal Data Used: Contact Data, Property Data, Marketing Preferences, Device and Browser Data, Website Usage Data
Legal Basis: Your consent in relation to direct marketing activities when required under law.Otherwise, we have a legitimate interest in promoting our products and services, and in keeping you informed about updates and offerings that may be relevant to you.
There are instances where we have a ‘legitimate interest’ to use your data. Our legitimate interest will vary depending on what we are using your data for, and we explain above what the interest is and how it relates to what we are doing with your data. Where we process personal data for a legitimate interest, then – as required by data protection law – we carry out a balancing test to record our interests, to consider what the impact of the processing will be on individuals and to determine whether that impact outweighs our interests in the processing taking place. You can ask us for more information about this by using the contact details at the end of the notice.
4. How we share your personal data
We may share your data with the following categories of recipients:
Third party providers: We share your data with service providers, who will process it on our behalf for the purposes identified above. In particular, we use third party technology and platform providers for website hosting, maintenance, call centre operations and email service delivery. We share your personal data with home service providers and tradespeople to enable them to provide quotes and perform the services you request through Hey Alfie. This includes sharing relevant Property Data and job details necessary for the service provider to complete the work.We also share your data with banks and our payment service provider for the purpose of transaction processing and fraud prevention.
Professional advisors: We share your data with legal advisors, accountants, auditors and other professional advisors as needed.
Government and law enforcement authorities: We may share your data with government authorities, court, regulatory authorities and/or law enforcement officials if required by law or to prevent, investigate and/or report fraud, terrorism, misrepresentation, security incidents or crime, in accordance with applicable law.
Advertising, social media and search engine partners: We share information with third parties including advertising, social media and search engine partners. This includes sharing your data in some cases with social media and search engine partners (including Facebook, Google, Twitter and Instagram) so that they may recognise your devices and deliver interest-based content and advertisements.
Prospective buyers/sellers: If Hey Alfie is sold or integrated with another business, your details will be disclosed to our advisers and any potential purchaser’s adviser and will eventually be passed to the new owner of the business.
Group companies: We may share your personal data with other companies in our corporate group (including subsidiaries and parent companies) to provide our services, improve our products and services, and for internal administrative purposes. We may also share aggregated datasets containing information from multiple customers with group companies. This may include sharing data with subsidiaries located outside the UK for customer service operations and product development.
5. Where we transfer your personal data
Your personal data is primarily stored within the UK. However we may transfer your data to some third parties (as described above) which host or access personal data outside of the UK. If that third party is in a country which is not subject to regulations from the UK government permitting data transfers to that country without further safeguards, we take additional steps to ensure your personal data is adequately protected, including by adopting ‘standard contractual clauses’, unless the law provides a relevant exemption from these requirements.
You can ask us for a copy of the relevant contracts or other measures we rely upon to transfer personal data by using the contact details below.
6. Links to other websites
Our Site may contain links to other websites run by third parties. Once you have used these links to leave our Site, be aware that we do not have control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide to those sites and those sites are not governed by this privacy notice. You should exercise caution and look at the privacy notes applicable to the website in question.
7. Your choices and rights
You have the right to ask Hey Alfie: (a) for a copy of your personal data; (b) to correct, (c) delete or (d) restrict (stop any active) processing of your personal data; and to (e) obtain personal data you provided to us for a contract or with your consent in a structured, machine-readable format (data portability). You can also object to the processing of your personal data in some circumstances (in particular, where we don’t have to process the data to meet a contractual or other legal requirement). Where we have asked for your consent, you can withdraw your consent at any time. If you ask to withdraw your consent, this will not affect any processing which has already taken place at that time.
These rights may be limited, for example if fulfilling your request would reveal personal data about another person, or if you ask us to delete information which we are required by law or have compelling legitimate interests to keep. If you have unresolved concerns, you have the right to complain to Hey Alfie (using the details set out in ‘Contact us’ below) and to the Information Commissioner’s Office (ICO). Their website Information Commissioner's Office has details on how to Make a complaint | ICO.
Where we collect personal data to administer our contract with you or to comply with our legal obligations, this is mandatory, and we will not be able to manage our contractual relationship without this information. In all other cases, provision of the requested personal data is optional, but may affect your ability to receive our services.
8. How long we keep your personal data
Where we process your personal data in connection with performing a contract, we keep the data for 6 years from your last interaction with us.
Where we process registration data, we do this for as long as you are an active user of our sites and for 6 years after this (unless you choose to fully erase your data once you stop using our service).
Where we process personal data for marketing purposes with your consent, we process the data until you ask us to stop and for a short period of 30 days after this (to allow us to implement your request). We also keep a record of the fact that you have asked us not to send you direct marketing or to process your data (i.e. Marketing Preferences) so that we can respect your request in future.
9. Updates to this privacy notice
We may update this privacy notice at any time, and we will provide you with a new privacy notice when we make any substantial updates. We may also notify you in other ways from time to time about the processing of your personal data.
10. Contact us
The ‘data controller’ for your personal data is Hey Alfie UK Limited.If you have questions about this privacy notice or wish to contact us in relation to our use of your personal data, please contact us at alfie@heyalfie.com.
COOKIE NOTICE
Last updated on 31st July 2025
This Cookie Notice applies to the Hey Alfie platform available at www.heyalfie.com (“Platform”). You may access and change your cookie preferences at any time from the Cookie Declaration below.
1. What are cookies?
Hey Alfie UK Limited (“Hey Alfie”, “we” or “us”) uses cookies on its Platform. A cookie is a very small text document, which often includes an anonymous unique identifier. Cookies are created when your browser loads a particular website. The website sends information to the browser which then creates a text file. Every time you go back to the same website, the browser retrieves and sends this file to the website's server. Find out more about cookies at www.allaboutcookies.org.
We also use other forms of technology (such as web beacons) which serve a similar purpose to cookies, and which allow us to monitor and improve our Platform and email communications. When we talk about cookies in this Cookie Notice, we also mean these similar technologies. If you would like to know more about our privacy practices more generally, please consult our Privacy Notice above.
2. What cookies do we use, what information do they collect and how long are they stored for?
You can find more information about the individual cookies we use and the purpose for which we use them below:
Strictly Necessary Cookies: These cookies are required to enable core functionality. Without these cookies, moving around the Platform and the use of its features, such as accessing secure areas cannot be provided. These cookies determine whether the visitor has accepted the cookie consent banner, the consent state for the current domain, website load-balancing, deliverance of website content and serving DNS connection for website operators as well as to distinguish humans from bots. Without these cookies, services like enabling appropriate content based your type of device will not be available.
Analytics Cookies: These cookies help us improve and optimise the experience we provide. They allow us to measure how visitors interact with the Platform, and we use this information to improve the user experience and performance of the Platform. These cookies are used to collect data on usage behaviour including site visit frequency and how long a visitor is on the Platform and how many subsites the visitor visits and how the user has reached the Platform. The cookies do not collect information that identifies a visitor. The information these cookies collect is aggregated and used to improve how the Platform works.
Functionality Cookies: We may use cookies that are not essential but enable various helpful features on our website. These cookies allow the Platform to remember the choices you make (such as your language or the region you are in) and provide enhanced, more personal features. These cookies can also be used to remember changes you have made to the text size, font and other parts of the Platform that you can customise. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. These cookies cannot track your browsing activity on other websites. We will ask for your consent to use these cookies when you request the relevant service.
Advertising Cookies: We use these cookies to collect information about your browsing habits in order to make advertising more relevant to you and your interests and provide you with tailored content and ads on this and other sites, apps or social media platforms based on your interactions on this and other sites or apps or social media platforms. They are also used to limit the number of times you see an advert as well as help measure the effectiveness of an advertising campaign. It also collects data on your device and the conversion rate between you and the advertisement banner on the website. The advertising is usually placed by advertising networks with our permission. They remember that you have visited a website. We may share this information with other parties who help manage online advertising – please see the "Third Party" section below for more details.
For more information on the cookies and the duration of expiry of each cookie, please refer to our Cookie Declaration below.
3. Third Parties
Your use of the Platform may result in some cookies being stored that are not controlled by us. This may occur when the part of the Platform you are visiting makes use of third-party analytics or marketing automation/management tools or includes content displayed from a third-party website, for example Facebook or Instagram. You should review their privacy policies and cookie usage, including whether your cookie data will be transferred to a third country. A list of the third parties who place cookies on the Platform can be found on our Cookie Declaration below.
4. How do you manage these technologies?
We keep information collected from cookies for a maximum period of 6 months.
You may adjust, at any time, your cookie preferences from our Cookie Declaration below.
Most internet browsers allow you to manage cookie settings or to delete them. Methods vary for doing so, but you can see information about managing cookies at the following links:
- Google Chrome
- Mozilla Firefox
- Apple Safari
- Microsoft Edge
If you would like to opt out of third-party cookies relating to behavioural advertising, please go to www.youronlinechoices.eu. Opting out does not mean you will no longer receive online advertising. It does mean that the company or companies from which you opted out will no longer deliver ads tailored to your web preferences and usage patterns.
To opt out of Google Analytics, please visit: https://tools.google.com/dlpage/gaoptout
5. Contact Us
The ‘data controller’ for your personal data is Hey Alfie UK Limited. If you have questions about this Cookie Notice or wish to contact us for any reason in relation to our cookie use, please contact us at alfie@heyalfie.com.
Cookie Declaration