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Cookie Policy

We understand that your data matters. That’s why we handle it with the upmost care and attention. For your peace of mind here’s our cookie policy. 

Online Data Collection

We collect data via our online forms such as our contact form and quote forms. This data is only used for what it is intended for. For example, if you submitted a contact us form, we’ll only use the data to get in touch with you. We won’t use it for marketing purposes unless you’ve given us consent to do so.

We use the following tools on our website for marketing purposes, some of which use cookies to identify you. This section sets out exactly what we collect, what the data is used for and whether it is anonymised.

  • Google Analytics – We collect anonymised data to help us understand what people do on our website and where the website traffic originates from. This helps us better focus our efforts and refine our content.
  • Google Adwords – If you visit the website from Google Adwords, your anonymous activity in Google Analytics will be tagged with the data (e.g. which ad you clicked on). This data is all anonymised and we do not know exactly which individual clicked what ad. We may use remarketing features built into Google Analytics/Adwords to better tailor our advertising. This does not allow us to identify you, however it will assign your device with an ID which we can use. For example, we may use it to prevent you seeing further adverts in Google search results.
  • Bing Ads – If you visit the website from Bing Ads, your anonymous activity in Google Analytics will be tagged with the data (e.g. which ad you clicked on). This data is all anonymised and we do not know exactly which individual clicked what ad.
  • Infinity – This provides us with tracking telephone numbers to better help us identify which traffic source is generating us leads. For example; did our paid ads result in phone calls. We may receive your phone number, details of how you came across our site (e.g. via a google search, or the details of the advert you clicked on) and your IP address which can be used to identify you. Infinity also records calls, which we store alongside your account with us in accordance with the GDPR.
  • HotJar – We occasionally record anonymous user sessions on our website in order to better understand and paint a better picture of what users are doing. This helps us identify issues with our site and make improvements. For example; are lots of people clicking on a box expecting it to go somewhere when it doesn’t. All sessions are anonymised and any personal data, such as the data you input into one of our contact forms is never recorded. As such we cannot match an individual to a browsing session. HotJar does not run on our website all of the time and is used ad hoc as needed.
  • Mailchimp – When submitting your details via one of our online contact forms, we may use your details to contact you regarding your mortgage application.

If you do not wish to opt in to these cookies, you may block them using the pop up on our website, or through your browsers built in cookie controls (often found in the privacy section of your browsers settings).

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Profit Armour is a trading name of Insurance First Brokers Limited who are an Appointed Representative of PRIMIS Mortgage Network, a
trading name of First Complete Ltd. First Complete Ltd is authorised and regulated by the Financial Conduct Authority.

The guidance and/or advice contained within this website is subject to the UK regulatory regime and is therefore primarily targeted at consumers based in the UK.

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