Privacy Policy

We treat your privacy very seriously. Please read the paragraphs below about how we protect and use your data and cookies on this site.

Here we tell you how your personal information is used by The Services Family Limited (equals®). Please read this Privacy Notice to understand how we use and protect the information that you provide to us. We also explain how the information we collect is used and you will find this in the terms and conditions of the service and 'how it works' sections.

Equals data privacy notice

The Data Protection Act 2018 (DPA) and the General Data Protection Regulations (GDPR) 2018 requires us to manage all personal information in accordance with the Data Protection Principles. In particular, we are required to process your personal information fairly and lawfully. You have our promise that we will do all of what the law requires of us. This means that you are entitled to know how we intend to use any information you provide. You can read the 'how it works' sections during registration for 'equals mirror' and then decide whether you want to give it to us before committing to the service.

All our employees are responsible for maintaining customer confidentiality. We provide training and education to all employees about data handling and security and remind them about these important obligations. In addition, our policies and procedures will be regularly audited and reviewed.

When and how we obtain your data

Your personal information will be held securely so that we (either now or in the future), can manage your relationship with us. This will include the information you provide when you register and any additional information provided by you or others in various ways, including:

  1. in applications, emails and letters, during telephone calls, when registering for services, in customer surveys and through our website (through “cookies”);
  2. information we receive from our business partners in the delivery of the service;
  3. Please note: Under the new law before you disclose to us any personal information of another person over the age of 16 (in your family for example), you must have their consent to both the disclosure and the processing of that personal information in accordance with this policy.

We promise not to retain your personal information for longer than is necessary for the maintenance of your account, or for legal or regulatory requirements. You have the right to delete your personal information if you so wish and all operations will cease forthwith – this is “your right to be forgotten”. However, for certain transactions we are required by law to retain data on you for a period of 7 years.

How we use your information

We may use the personal information we hold about you for the following administrative activities:

  1. providing you with products and services and notifying you about either important changes or developments to the features and operation of those products and services;
  2. responding to your enquiries and complaints;
  3. financial management;
  4. updating, consolidating, and improving the accuracy of our records;
  5. managing your relationship with us.

We also use information for the following data processing activities:

  • psychometric and behavioural assessment;
  • undertaking transactional analysis;
  • modelling, statistical and trend analysis with the aim of developing and improving our performance and services.

By processing this information – it enables us to better understand your needs and provide services in an efficient way. Your data may also be used for other purposes for which you have given your specific permission, or, in very limited circumstances, when required by law or where permitted under the terms of the Data Protection Act and the GDPR. For example, we will have to disclose your personal information:

  • To the extent that we are required to do so by law;
  • In connection with any ongoing or prospective legal proceedings;
  • In order to establish, exercise or defend our legal responsibilities including fraud prevention, money laundering and other regulatory requirements.

Security of your personal information

  • We will take all reasonable precautions to prevent the loss, misuse or alteration of your personal information;
  • We will store all the personal information you provide on a secure technology platform;
  • All electronic financial transactions entered through our website will be protected by leading encryption technology;
  • You accept that the transmission of information over the internet is inherently insecure, so we cannot guarantee the security of data sent over the internet;
  • You are responsible for taking all reasonable care to keeping the password you use for accessing our website and services confidential.

The GDPR sets out your rights, the principles required of us by the Information Commissioner and how we will respond to each:

  1. A Right of Subject Access. We will confirm the personal data held about you at your request. Under GDPR we will erase your personal data on request, except data we lawfully retain – the right to be forgotten;
  2. A Right of Correction. We will correct any mistakes in the data held about you as soon as we are aware of an error;
  3. A Right to Prevent Distress. We will not use your data for any third-party activities without your prior specific permission;
  4. A Right to Prevent Direct Marketing. We will only use your data in marketing services which you have requested us to provide;
  5. A Right to Prevent Automatic Decisions. Your data will only be used to make “automated” decisions about you where it is relevant to support the service;
  6. A Right of Complaint to the Information Commissioner. You may ask for the use of their personal data to be reviewed under the DPA;
  7. A Right to Compensation. If we negligently lose your data, you may be eligible for compensation for damage caused (“damages”) if personal data about them is inaccurate, lost, or disclosed.

Third-party websites

Our website may include hyperlinks to, and details of, third party websites. Once you have linked to a Third Party we obviously have no control over, and are not responsible for, the privacy policies and practices of third parties.


Services Family Ltd is registered with the Information Commissioner’s Office under reference: ZA455772.

Information Commissioner’s Office is the UK’s independent authority set up to uphold information rights in the public interest, promoting openness by public bodies and data privacy for individuals.

Changes to privacy notice

We keep our Privacy Notice under regular review and we will reflect any updates within this notice. This Privacy Notice was issued in March 2019.

Further information

For further information please contact us.