This policy explains who we are, what personal data we collect about you, how we use it, who we share it with, and your rights under UK data protection law (UK GDPR and the Data Protection Act 2018).
1. Who we are
Apex Options Ltd ("Apex Options", "we", "us", "our") is a company registered in England and Wales. We are the data controller responsible for the personal data we collect through this website and in the course of providing our services.
To contact us about any privacy matter, email info@apexoptions.co.uk.
2. What we collect
We collect personal data in three ways.
2.1 Information you give us directly
When you submit our contact form or email us, we collect: your name, company name, work email address, phone number (optional), the service area you need help with, and any details you choose to include in your brief.
2.2 Information collected automatically
When you visit the site, we and our analytics providers may collect: your IP address (anonymised), browser type and version, device type, pages viewed, referring URL, and approximate location (country and region only).
2.3 Information from third parties
If you arrive via a paid ad, we may receive limited data from the ad platform (such as the campaign you clicked) to measure ad performance. We do not buy contact lists or scrape data.
3. Why we use it and our lawful basis
- To respond to your enquiry and provide our services. Lawful basis: performance of a contract, or steps taken at your request prior to entering into a contract.
- To introduce you to vendors in our network where you have asked us to. Lawful basis: performance of a contract.
- To send service-related communications (for example, project updates, quotes, follow-ups). Lawful basis: performance of a contract, or our legitimate interests in delivering the service you requested.
- To improve the website and measure marketing performance. Lawful basis: our legitimate interests, and your consent for non-essential cookies where required.
- To comply with legal obligations (for example, accounting, tax, regulatory). Lawful basis: legal obligation.
4. Who we share it with
We never sell your personal data. We share it only with the following categories of recipient, and only where necessary.
- Vendors in our network, but only when you have asked us to make an introduction or shortlist. We share the minimum information needed (typically your brief, name, company and email). We tell you before we share.
- Service providers we use to run our business, including our website hosting provider, email provider (Google Workspace), analytics provider, and form-handling provider. These providers act on our instructions and are bound by data-processing agreements.
- Professional advisors (accountants, lawyers, insurers) where necessary.
- Public authorities where required by law.
Some of these providers may transfer data outside the UK and EEA. Where that happens, we rely on approved transfer mechanisms (such as the UK International Data Transfer Agreement or EU Standard Contractual Clauses) to keep your data protected.
5. How long we keep it
We keep personal data only as long as we need it.
- Form submissions and enquiry correspondence: up to 3 years from last contact, then deleted or anonymised.
- Active client project records: for the duration of the engagement plus 6 years (for tax and contractual reasons).
- Marketing analytics: aggregated, retention up to 26 months.
- Accounting records: 6 years, as required by UK tax law.
6. Cookies and analytics
We use a small number of cookies and similar technologies.
- Strictly necessary cookies that keep the site working. These do not require consent.
- Analytics cookies (for example, Google Analytics or Plausible) to understand how visitors use the site so we can improve it. We set these only with your consent where required, and IP addresses are anonymised.
- Advertising cookies (for example, Google Ads conversion tracking) if you arrive from a paid ad, so we can measure which campaigns work. We set these only with your consent.
You can change your cookie preferences at any time using your browser settings or any consent banner shown on the site.
7. Your rights
Under UK GDPR you have the right to:
- Request a copy of the personal data we hold about you.
- Ask us to correct inaccurate or incomplete data.
- Ask us to delete your data, where there is no good reason for us to keep it.
- Restrict or object to certain processing.
- Ask us to transfer your data to another provider in a portable format.
- Withdraw consent at any time where we are relying on consent to process your data.
To exercise any of these rights, email info@apexoptions.co.uk. We respond within 30 days.
If you are unhappy with how we handle your data, you have the right to complain to the UK Information Commissioner's Office at ico.org.uk or on 0303 123 1113. We would appreciate the chance to address your concerns first.
8. Security
We use industry-standard technical and organisational measures to protect personal data, including encryption in transit (TLS), encrypted storage, access controls, and regular review of our security posture. No system can be guaranteed 100% secure, but we work hard to keep yours safe and to notify you and the ICO promptly if anything ever goes wrong.
9. Children
The site is intended for business use. We do not knowingly collect personal data from anyone under 18. If you believe a minor has provided us with data, contact us and we will delete it.
10. Changes to this policy
We may update this policy from time to time. The "Last updated" date at the top will reflect the latest version. For significant changes we will give reasonable notice on the website or by email where appropriate.
11. Contact
Apex Options Ltd
Registered office: 14/2e Docklands Business Centre, 10-16 Tiller Road, London, E14 8PX
Email: info@apexoptions.co.uk