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Who we are and our approach to your privacy

In this Privacy Notice, 'we', 'us' and 'our' refers to one or more of the subsidiary companies of Ageas (UK) Limited. This includes Ageas Insurance Limited (data controller registrations number Z5472176) and Ageas Retail Limited (data controller registration number Z5667691) and their various trading entities such as Back Me Up. If you want to know more about the Ageas group and Ageas brands please go to

The privacy and security of your personal information is very important to us so we want to assure you that your information will be properly managed and protected whilst in our hands. Please read this notice carefully as it explains how we and/or carefully selected third parties we work with, collect and use your personal information.

You can ask for further information about our use of your personal information or complain about its use, by contacting our Data Protection Officer at: Ageas House, Hampshire Corporate Park, Templars Way, Eastleigh, Hampshire, SO53 3YA or by emailing

What information do we collect and where do we get it from?

In order for us to provide our services to you and to manage those services we will ask you to share your personal information with us. The circumstances in which we use your information, the reasons why we ask for it and details of how we will use it are explained in section 3 of this notice. The information we collect about you varies depending on your particular circumstances and requirements and may include, for example:

We may collect personal information from the following sources:

If you have provided information to us about someone else, you would have confirmed that you have the consent of these individuals to share their personal information with us. You should share this privacy notice with all individuals whose personal information you have shared with us as it may also apply to them.

Why do we collect this information and how will we use it?

We and/or our carefully selected third parties may collect and use your personal information under the following circumstances or for the following reasons:

To provide you services relating to an insurance quotation and/or insurance policy such as:

The collection and use of information such as your name, address, date of birth, claims history, what/who you would like to insure, medical conditions for travel insurance and conviction details for motor insurance is necessary to provide you with a quotation and/or policy. Without this information, we will be unable to assess your application and/or provide claims services. If any special categories of personal information are not to be used to provide you with a quotation and/or policy, we will always ask for your consent to process this information.

Our assessment of your insurance application will involve an automated decision to determine whether we are able to provide a quotation and/or the price. An automated decision involves processing personal information without any human involvement. The decisions involve the use of systems, such as our price rating and acceptability tools, and are dependent on the information you provide us (for example: post code, vehicle type and conviction details for motor insurance, health details for travel insurance and/or type of property for home insurance) to produce a result as to whether we are able to provide a quotation and/or what the relevant price for your policy should be. If you object to an automated decision that is required to determine your insurance premium then we will be unable to provide you with an insurance quotation or renewal.

Where we have a justifiable reason (also known as a legitimate interest), such as:

Where you have given us your permission, such as:

For details about how we use your personal information to communicate our similar products and/or services, your use of our websites and email communications, please refer to section 4 of this notice.

We may share your personal information with third parties in order to carry out the activities detailed in section 3b) above. For further details about who we might share your personal information with, please refer to section 5 of this notice.

How we communicate with you about our similar products and services and information about your use of our websites

We will contact you, in order to communicate our products and/or services to you which we believe may be of interest to you and which relate to your general insurance needs.

There may be times when we will require your permission to provide information about products and services to you, such as:

We may communicate with you by post, email, SMS, telephone and/or digital methods such as social media and online advertising, unless you have told us you do not want us to. Where you no longer hold a policy with us or we have previously provided you with a quotation, we will keep you informed about our products and services for a period of up to 5 years from the date you last obtained the quotation or your policy lapsed. If you do not want us to do this, you may ask us to stop contacting you about our products and services at any time by:

Our carefully selected business partners may use your personal information to only make our promotional offers available to you and manage those offers on our behalf.

We may develop and enhance the information we hold about you with the aim of improving the products and services we offer. We may share your personal information with carefully selected third party databases which, when combined with the personal information you have given us, helps us to target and tailor both our marketing communications and website content to make them more timely, relevant and personalised to you. For further information about the third party databases we use, please contact the Data Protection Officer using the details set out in section 1 of this notice.

We may also contact you if you fail to complete an online quotation to see if we can offer you any help with this.

Use of your personal information when using our websites and email communications:
When you visit one of our websites we may collect information from you such as, your email address, IP address and other online identifiers. This helps us to track unique visits and monitor patterns of customer website traffic, such as who visits and why they visit. We use third parties to collate IP addresses to help us understand our Internet traffic data and data regarding your browser type and computer.

We may use cookies and/or pixel tags on some pages of our website. A cookie is a small text file sent to your computer. A pixel tag is an invisible tag placed on certain pages of our website but not on your computer. Pixel tags usually work together with cookies to assist us to provide you with a more tailored service. We also use cookies and pixel tags in our email communication to personalise the email and track whether the email has been opened and whether the recipient has used any website links contained in the email communication. This allows us to monitor and improve our email communications and website. Useful information about cookies, including how to remove them, can be found at:

Internet browsers normally accept cookies by default, although it is possible to set a browser to reject cookies. We will ask your permission before using any cookie that is not essential to the email or the use of the website. However, refusing to accept cookies may restrict your use of our website and/or delay or affect the way in which our website operates. For further information about cookies, please click here.

The open nature of the internet is such that data may flow over networks without security measures, and may be accessed and used by people other than those for whom the data is intended. Whilst this is outside of our control, we do take the protection of your information very seriously and aim to apply appropriate levels of security at all times.

Who might we share your information with?

We may share your personal information with:

Unless required by law, we would never share your personal data without the appropriate and necessary care and safeguards being in place. Please contact the Data Protection Officer using the details set out in section 1 of this notice should you require further details about with whom we may share your personal information.

How long will we keep your information?

We will keep your information only for as long as is reasonably necessary for the purposes set out in this privacy notice and to fulfil our legal and regulatory obligations. For further information about how long we will keep your information, please contact the Data Protection Officer using the contact details outlined in section 1 of this notice.

Use and storage of your information overseas

The personal information we and our carefully selected third parties collect from you may be transferred to, stored and processed outside the European Economic Area (EEA). We or our service providers may use cloud based computer systems (i.e. network of remote servers hosted on the internet which process and store your information) to which foreign law enforcement agencies may have the power to require access. We will not transfer your information outside the EEA unless it was to a country our information regulator has assessed as having adequate data protection laws, or we had taken all reasonable steps to ensure the firm has the necessary privacy and security controls in place to protect your information as if it were in the EEA. Our contracts with these firms will detail the necessary requirements to ensure your information is protected. We will assess these firms’ security arrangements from time to time ensuring that they are only using your information as agreed. Should you wish to obtain further information about the safeguards we have in place, please contact the Data Protection Officer whose contact details are outlined in section 1 of this notice.

How will we deal with others acting on your behalf?

To help manage your insurance policy we will deal with individuals you nominate, including third parties we reasonably believe to be acting on your behalf provided they are able to answer our security questions. However, for your protection, we will need to speak to either you directly, your legal representative, someone you have nominated and given us permission to discuss your personal details with, or your Power of Attorney, should you require changes to your contact address or policy coverage, if you wish to make a claim or to cancel the policy.

Your rights

You have a number of rights concerning the personal information we use, these include the right to:

To discuss your rights or make a request, please contact the Data Protection Officer using the details outlined in section 1 of this notice.

Please note that in some cases even when you make a request concerning your personal information, we may not be required, or may not be able, to honour it as this may result in us not being able to fulfil our legal and regulatory obligations or there is a minimum statutory period of time for which we have to keep your information. If this is the case then we will let you know our reasons.

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Back Me Up is a trading name of Ageas Insurance Limited, part of an international insurance group with a heritage spanning more than 190 years. In the UK, Ageas provides over seven million customers with award-winning services.