Privacy Policy

Who we are

Later Life Direct (“we”, “us”, “our”) is an independent comparison platform for funeral directors. We are in the process of registering with the Information Commissioner's Office (ICO) as a data controller. Our registration number will be published here once confirmed.

We are the data controller for the personal data collected through this website. If you have any questions about how we handle your data, email us at hello@laterlifedirect.co.uk or use our contact form.

What data we collect

We may collect the following personal data:

• Enquiry data: Name, email address, phone number (optional), and message content when you submit a quote request or contact form.
• Usage data: Pages viewed, search terms, and interaction events (e.g. phone clicks) collected via our analytics system. This data is not linked to your identity.
• Situation data: Anonymised answers from our funeral director finder tool (no name or contact details at this stage).
• Technical data: IP address, browser type, and session identifiers for security and rate-limiting purposes.
• Referral and affiliate data: If you click a link to a third-party partner, we log the click (including a pseudonymous session identifier and the destination partner) for attribution purposes. No name or contact details are recorded at the point of click.

How we use your data

• To forward your enquiry to the funeral director you contacted.
• To respond to contact and complaint submissions.
• To improve the platform using anonymised usage analytics.
• To detect and prevent spam and abuse.

We do not use your data for marketing, profiling, or automated decision-making.

Our lawful basis for processing

Under UK GDPR, we need a lawful basis for each way we use your personal data. Here is ours:

• Enquiry forwarding: Contract performance. You asked us to connect you with a funeral director, so passing on your details is necessary to do that.
• Fraud and spam prevention: Legitimate interests. We have a legitimate interest in keeping the platform secure and preventing misuse.
• Analytics: Legitimate interests. We use anonymised, aggregated data to improve the platform. No personal data is linked to these analytics.
• Contact and complaint responses: Legitimate interests. We need to be able to respond to messages you send us.

Who we share your data with

• Funeral directors: When you submit a quote request, your name, email, phone (if provided), and message are shared with the specific funeral director you chose.
• Infrastructure providers: We use Supabase (database) and Vercel (hosting). Both are GDPR-compliant processors.
• reCAPTCHA: Google reCAPTCHA is used to protect forms from spam. Google's privacy policy applies to data collected by reCAPTCHA.
• Third-party partners: If you click an affiliate or referral link, you will be directed to a third party whose own privacy policy applies. We share no personal data with partners at the point of click.

We do not sell, rent, or trade your personal data with third parties for marketing purposes.

Data retention

Enquiry data is retained for 24 months from the date of submission, after which it is securely deleted. Contact and complaint messages are retained for 12 months. Anonymised analytics data is retained indefinitely.

Your rights

Under UK GDPR, you have the right to:

• Access the personal data we hold about you.
• Correct inaccurate data.
• Request deletion of your data.
• Object to processing of your data.
• Request restriction of processing.
• Data portability.
• Lodge a complaint with the ICO (ico.org.uk).

To exercise any of these rights, use our contact form.

Cookies

We use a small number of functional cookies. Where non-essential cookies require consent, we collect that consent via our cookie banner before setting them. See our Cookie Policy for details.

Changes to this policy

We may update this policy from time to time. Material changes will be noted at the top of this page with an updated date.