Dignity Customer Privacy Notice
We're committed to providing you with the highest possible levels of service, security, and protection when we process your personal data.
Personal data is any information that can be used to identify you as a unique individual. We must process your personal data fairly and lawfully. This also means you're entitled to know how we intend to use your data. You can then decide if you want to give it to us so we can provide the product or service you need.
All our employees are responsible for maintaining customer confidentiality and we provide training to remind them about their obligations. In addition, our policies and procedures are regularly audited and reviewed.
We're an organisation that offers a wide range of services to support our customers. When we say 'Dignity' or 'we' in this notice, we mean all our businesses listed below.
Dignity Funerals No 3 Limited
Dignity Services
Trustees of the Dignity Pension and Assurance Scheme
Dignity (2002) Limited
Dignity Holdings Limited
Dignity Holdings No 2 Limited
Dignity (2004) Limited
Dignity Finance Holdings Limited
Dignity Finance plc
Dignity Group Holdings Limited (formerly Dignity plc)
Dignity Mezzco Limited
Dignity Crematoria Limited
Dignity Securities Limited
Dignity Funerals Limited
Dignity Funerals No 2 Limited
Advance Planning Limited
Dignity Pre-Arrangement Limited
Dignity Beyond Life Limited
Farewill Funerals Limited
Farewill Legal Services Limited
Farewill Ltd
Farewill Trustees Limited
The Farewill Funeral Plans Limited Trust
Le Pitcher & Quesne Limited (Jersey)
This privacy notice tells you what to expect us to do with your personal information.
What information we collect, use, and why
Lawful bases and data protection rights
Where we get personal information from
Sharing information outside the UK
Contact details
Post
Dignity , 4-10 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP
Telephone
0808 196 9678
DPO@dignityuk.co.uk
What information we collect, use, and why
Activity by type |
What types of data will be collected |
What will the data be used for? |
---|---|---|
Online wills |
|
To enter into a contract with you to provide the service requested (as set out in our terms and conditions). To respond to enquiries about our services. To enable us to contact you in relation to our services. To take payment from you for provision of our services. |
Telephone wills |
|
To enter into a contract with you to provide the service requested (as set out in our terms and conditions). To respond to enquiries about our services. To enable us to contact you in relation to our services. To take payment from you for provision of our services. |
Funeral services, including the use of our crematoria |
|
To enter into a contract with you to arrange a funeral. To respond to enquiries about our services for arranging funerals. To enable us to refer you to our direct cremation and funeral partners. To ensure we can calculate an accurate quote for arranging a funeral. To ensure you have the right to arrange a funeral on behalf of the deceased. To enable us to contact you in relation to the funeral arrangements. To take payment from you for the provision of the funeral arrangement service. The Provision and administration of funeral notices To obtain Authorisation of cremation. For our legal and regulatory record-keeping and compliance purposes. |
Funeral Plans |
|
To enter into a funeral plan contract with you for the purposes of arranging a funeral. To respond to enquiries about our funeral plan services. To make reasonable adjustments for someone who needs them. So we can send the Nominated Representative details of the funeral plan. To ensure we can contact you in relation to the funeral plan. To take payments from you in relation to the funeral plan. For our legal and regulatory record-keeping and compliance purposes. |
Probate and Estate Administration |
|
To provide guidance on the administration of an estate. To enable us to refer you to our subsidiary, Farewill Legal Services Limited or to one of our external legal partners for our probate services. To respond to any enquiries about our probate services. For our legal and regulatory record-keeping and compliance purposes. |
Complaints |
|
To respond to your query or complaint. To resolve your complaint. |
Special Category Data (where we have explicit consent) |
|
To respond to enquiries about our funeral plan services. To make reasonable adjustments for someone who needs them. For our legal and regulatory record-keeping and compliance purposes. |
Use of Artificial Intelligence (AI) |
|
To enhance our services, improve user experiences and streamline our operations To enhance content recommendations, fraud detection and data analysis |
Social media (including customer reviews) |
|
To promote our products and services on our website, social media and other marketing materials |
The prevention, detection, investigation or prosecution of crimes |
|
For our legal and regulatory record-keeping and compliance purposes. |
We collect or use the following personal information for information updates or marketing purposes:
- Names and contact details
- Addresses
- Marketing preferences
- Purchase or account history
- Website and app user journey information
- IP addresses
Dignity With your consent, we and our Group Companies will contact you by SMS, WhatsApp, email, post, and phone about products or services which we think are relevant to you. You have a legal right to prevent your information being used for direct marketing purposes.
If you do not want your information to be used for these marketing purposes, you can opt out by calling our Customer Services Team on 0808 196 9678, or by emailing CEC.Enquiries@dignityuk.co.uk or you can write to us at: Dignity, 4-10 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP.
Lawful bases and data protection rights
Under the General Data Protection Regulation (GDPR), the UK GDPR, the Data Protection Act 2018, the Data Protection (Jersey) Law 2018, the Data Protection Authority (Jersey) 2018 Law and such other legislation as may be applicable from time to time, you have rights with regard to your personal data.
If you have provided consent for the processing of your data, you have the right to withdraw that consent at any time.
You have the right to lodge a complaint about the processing of your personal data either with us, with the Information Commissioner's Office or the relevant data protection supervisory authority either in the country/territory in which you are located and/or in the jurisdiction in which we are located and process your personal data. In the case of Jersey, the appropriate supervisory authority is the Jersey Office of the Information Commissioner. Which lawful basis we rely on may affect your data protection rights which are set out below. You can find out more about your data protection rights and the exemptions which may apply on the ICO's website:
- Your right of access - You have the right to ask us for copies of your personal information. You can request other information such as details about where we get personal information from and who we share personal information with. There are some exemptions which means you may not receive all the information you ask for. You can find out more here.
- Your right to rectification - You have the right to ask us to correct or delete personal information you think is inaccurate or incomplete. You can find out more here.
- Your right to erasure - You have the right to ask us to delete your personal information. You can find out more here.
- Your right to restriction of processing - You have the right to ask us to limit how we can use your personal information. You can find out more here.
- Your right to object to processing - You have the right to object to the processing of your personal data.You can find out more here
- Your right to data portability - You have the right to ask that we transfer the personal information you gave us to another organisation, or to you. You can find out more here.
- Your right to withdraw consent - When we use consent as our lawful basis you have the right to withdraw your consent at any time. You can find out more here.
- Rights related to automated decision making including profiling - To develop and improve new products and services and identifying which may be of interest to you. To help ensure our decision controls within the application are fit for purpose. You can find out more here.
If you make a request, we must respond to you without undue delay and in any event within one month.
To make a data protection rights request, please contact us using the contact details at the top of this privacy notice.
Our lawful bases for the collection and use of your data
Our lawful bases for collecting or using personal information to provide and improve products and services for clients are:
- Contract - we have to collect or use the information so we can enter into or carry out a contract with you. All of your data protection rights may apply except the right to object.
- Legal obligation - we have to collect or use your information so we can comply with the law. All of your data protection rights may apply, except the right to erasure, the right to object and the right to data portability.
- Legitimate interests - we're collecting or using your information because it benefits you, our organisation or someone else, without causing an undue risk of harm to anyone. All of your data protection rights may apply, except the right to portability. Our legitimate interests are:
- To improve our customer service and obtain feedback regarding our services
Our lawful bases for collecting or using personal information for the operation of client or customer accounts are:
- Contract - we have to collect or use the information so we can enter into or carry out a contract with you. All of your data protection rights may apply except the right to object.
- Legal obligation - we have to collect or use your information so we can comply with the law. All of your data protection rights may apply, except the right to erasure, the right to object and the right to data portability.
- Legitimate interests - we're collecting or using your information because it benefits you, our organisation or someone else, without causing an undue risk of harm to anyone. All of your data protection rights may apply, except the right to portability. Our legitimate interests are:
- Communication of funeral arrangements, where required
Our lawful bases for collecting or using personal information for the prevention, detection, investigation or prosecution of crimes are:
- Legal obligation - we have to collect or use your information so we can comply with the law. All of your data protection rights may apply, except the right to erasure, the right to object and the right to data portability.
- Legitimate interests - we're collecting or using your information because it benefits you, our organisation or someone else, without causing an undue risk of harm to anyone. All of your data protection rights may apply, except the right to portability. Our legitimate interests are:
- In order to protect our premises, we rely on legitimate interest in order to operate CCTV.
Our lawful bases for collecting or using personal information for information updates or marketing purposes are:
- Consent - we have permission from you after we gave you all the relevant information. All of your data protection rights may apply, except the right to object. To be clear, you do have the right to withdraw your consent at any time.
- Legitimate interests - we're collecting or using your information because it benefits you, our organisation or someone else, without causing an undue risk of harm to anyone. All of your data protection rights may apply, except the right to portability. Our legitimate interests are:
- We may send you marketing dependent upon the specific instructions that you have given us. We rely on a legitimate interest (when we have a business or commercial reason to use your information) to send marketing to you by post or over the phone.
Our lawful bases for collecting or using personal information for research or archiving purposes:
- Legitimate interests - we're collecting or using your information because it benefits you, our organisation or someone else, without causing an undue risk of harm to anyone. All of your data protection rights may apply, except the right to portability. Our legitimate interests are:
- In order to facilitate certain details for loved ones, or for example for archiving purposes.
Our lawful bases for collecting or using personal information to comply with legal requirements:
- Contract - we have to collect or use the information so we can enter into or carry out a contract with you. All of your data protection rights may apply except the right to object.
- Legal obligation - we have to collect or use your information so we can comply with the law. All of your data protection rights may apply, except the right to erasure, the right to object and the right to data portability.
Our lawful bases for collecting or using personal information for dealing with queries, complaints or claims are:
- Contract - we have to collect or use the information so we can enter into or carry out a contract with you. All of your data protection rights may apply except the right to object.
- Legal obligation - we have to collect or use your information so we can comply with the law. All of your data protection rights may apply, except the right to erasure, the right to object and the right to data portability.
Where we get personal information from
- Information from the deceased set out in the will and in correspondence, notes and papers in their possession provided to us;
- Funeral comparison sites
- Information you provide during the administration;
- Information from third parties provide during the administration;
- Information from bankruptcy search providers;
- Information from register of births, deaths and marriages;
- Information from credit reference agencies;
- Information from genealogist agencies;
- Information from regulatory authorities;
- Information from CCTV footage or other recordings;
- Information from legal and/or statuary bodies or professionals (such as courts or solicitors)
How long we keep information
We will keep your personal data for as long as we need it, which for most data is usually for the time you are an active customer, plus a further 7 years. For CCTV, images are destroyed after 30 days. If you are a wills customer, for legal purposes this data can be held for up to 100 years.
We will keep your personal data for the following reasons:
- for the activities described above
- to meet our legal or regulatory obligations
- handle any legal claims
If you would like more information on this, please contact us on the contact details at the start of this notice. For information on how to exercise your rights, please see the section above titled lawful bases and data protection rights.
Who we share information with
- Debt collection agencies
- Public authorities
- Other financial or fraud investigation authorities
- Insurance companies, brokers or other intermediaries
- Professional or legal advisors
- Emergency services
- Regulatory authorities
- External auditors
- Organisations we're legally obliged to share personal information with
- Publicly on our website, social media or other marketing and information media
- Suppliers and service providers
- Professional consultants
- Other third parties such as those who we use to contact you to address queries or use to market similar products or services (where we have consent) and customer relationship management systems.
Sharing information outside the UK
Your personal data may be transferred to or stored in locations outside the European Economic Area (EEA), Jersey and the UK.
We will only transfer your data when:
- we're required or permitted to by law or regulatory requirements
- we're sharing data with a third party to support us with the management of your account
When transferring data overseas, we make sure that suitable protection is always in place. This could be by:
- Ensuring that we transfer personal data to countries that the Information Commissioner (ICO) has confirmed provides the right levels of protection.
- Putting suitable clauses in our contracts so that organisations take the right steps to give personal data the same protection it has in the EEA, Jersey or the UK.
If you would like more information about protecting your data overseas, please visit https://ico.org.uk/for-organisations/uk-gdpr-guidance-and-resources/international-transfers/
How to complain
If you have any concerns about our use of your personal data, you can make a complaint to us via the following methods:
- Email: complaint.resolutions@dignityuk.co.uk
- Telephone: 0800 783 7171
- Post: Dignity, 4-10 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP
For individuals in the UK, if you remain unhappy with how we've used your data after raising a complaint with us, you can also complain to the Information Commissioner.
The ICO's address:
Information Commissioner's Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
Helpline number: 0303 123 1113
Website: https://www.ico.org.uk/make-a-complaint
For individuals in Jersey, if you remain unhappy with how we've used your data after raising a complaint with us, you can also complain to the Jersey Office of the Information Commissioner.
The Jersey Office of the Information Commissioner address:
Jersey Office of the Information Commissioner
2nd Floor
5 Castle Street
St. Helier
Jersey
JE2 3BT
Helpline number: +44 1534 716530
Email Address: enquiries@jerseyoic.org
Website: https://jerseyoic.org/make-a-complaint
Last updated
03/07/2025