Legal

Privacy Policy

How we collect, use and protect your personal data — and the rights you have over it.

Last updated: 22 September 2026

1. Who we are

AF Credit is a trading style of Avalon Financial Limited, a company registered in England and Wales (Company No. 16865484). Registered office: Salisbury House, London Wall, London, EC2M 5QQ. Avalon Financial Limited is the data controller for personal data processed through this website and in connection with our lending activities. We handle personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

You can contact us about anything in this policy at enquiries@af.credit or on 01451 514 563.

2. Online quote and enquiry form

By submitting the online quote form on af.credit, you consent to AF Credit and its associated companies (including Bamburgh Finance and Aura Capital) contacting you about your indicative quote. This may include calls, emails or messages to discuss, refine and tailor the quote to your circumstances — for example, to clarify property details, credit profile, exit strategy or loan requirements.

If you would prefer not to be contacted following your quote submission, email enquiries@af.credit and we will remove your details promptly.

3. The data we collect

Depending on how you interact with us, we may collect:

  • Contact details — name, company name, email address, telephone number, postal address, and correspondence when you enquire by phone, email or WhatsApp.
  • Loan enquiry and application data — details of the property offered as security, purchase price, loan amount and purpose, existing borrowing, rental income, your proposed exit strategy, and other financial information relevant to underwriting.
  • Identity and verification data — documents and information required for anti-money-laundering (AML) and know-your-customer (KYC) checks, including identity documents and proof of address.
  • Credit and property data — credit history (including any CCJs, defaults or IVAs), and information from credit reference agencies, HM Land Registry, valuation providers (including AVM and desktop valuation services) and fraud prevention agencies.
  • Website usage data — technical data such as IP address, browser type and pages visited, collected through cookies and similar technologies (see our Cookie Policy).

4. Why we process your data

We process personal data where:

  • It is necessary to take steps at your request before entering a loan agreement, or to perform that agreement — assessing your enquiry, issuing indicative terms, underwriting, completing and administering a loan.
  • We have a legal obligation — AML/KYC checks, fraud prevention, and record-keeping required of lenders.
  • We have a legitimate interest — verifying the value and title of security property, assessing credit risk, protecting our business against fraud, improving our website and services, and communicating with brokers and introducers about cases they submit.
  • You have given consent — for example for optional marketing communications, which you can withdraw at any time.

5. Who we share data with

We share personal data only where necessary to progress an enquiry or loan, and we never sell it. Recipients may include: associated companies (Bamburgh Finance, Aura Capital); credit reference and fraud prevention agencies; valuation providers and RICS surveyors; our solicitors and the borrower's solicitors; HM Land Registry; our funding partners and professional advisers; IT service providers who host our systems under data processing agreements; and regulators or law enforcement where legally required.

As part of any application, credit checks and property searches will be carried out and may be recorded on your credit file. Where a proposed loan would be regulated, AF Credit is unable to assist and no onward referral is made.

6. How long we keep data

We keep enquiry data that does not proceed for up to 2 years. Where a loan completes, we retain the loan file for at least 6 years after redemption, in line with legal and limitation-period requirements. AML records are retained for at least 5 years after the end of the business relationship.

7. International transfers

Our data is primarily stored and processed in the UK and the European Economic Area. Where a service provider processes data outside the UK/EEA (for example, some website analytics providers), we ensure appropriate safeguards are in place, such as UK-approved standard contractual clauses.

8. Cookies and analytics

We use Google Analytics to understand how visitors use the website. No personally identifiable data is sent to Google Analytics. You can opt out using the Google Analytics opt-out add-on. Full details are in our Cookie Policy.

9. Your rights

Under UK GDPR you have the right to: access the personal data we hold about you; have inaccurate data corrected; request erasure; restrict or object to processing; data portability; and withdraw consent where processing is based on consent. To exercise any of these rights, email enquiries@af.credit. We will respond within one month.

10. Security

We use appropriate technical and organisational measures to protect personal data, including encrypted connections (HTTPS) across this website, access controls, and staff confidentiality obligations. No system is perfectly secure, and transmission of data over the internet is at your own risk.

11. Complaints

If you are unhappy with how we handle your data, please contact us first so we can put it right. You also have the right to complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.

12. Changes to this policy

We may update this policy from time to time. The "last updated" date at the top of this page shows when it was last revised. Material changes will be highlighted on this page.