Draft pending legal sign-off. This policy is prepared for review by our
Data Protection Coordinator and US counsel. It must not be published until that review
is complete. The state-law sections in particular need checking against current statute.
Who we are
This site is operated by The Lead Advisory Company Limited, trading as Water Softener Quotes, of Towngate House, 2–8 Parkstone Road, Poole, Dorset, BH15 2PW, United Kingdom. We are the business responsible for deciding how your information is used.
Contact us about privacy at dataprotectioncoordinator@leadadvisorycompany.com, or write to the Data Protection Coordinator at the address above.
What we collect
Almost all of it is what you type into our quote form:
- Identifiers: your name, street address, ZIP code, phone number and email address.
- Information about your home: number of bathrooms, household size, whether you are on city water or a private well, and which type of system you are considering.
- Technical information: your IP address, browser and device type, the pages you visited, the advertisement or search that brought you here, and any advertising click identifier attached to it.
- Consent records: a TrustedForm certificate recording your submission, the time of it, and what the page said when you agreed. This exists to protect both of us if there is ever a dispute about what you consented to.
- Call recordings, if you speak to our team. We tell you at the start of any call that it is recorded.
We do not ask for and do not want your Social Security number, financial account details, or any health information. Please do not send them to us.
How we use it
- To match you with water softener installers who cover your ZIP code and to pass them your enquiry.
- To confirm your enquiry is genuine — the text message code, or a call from our team.
- To email you confirming what you requested and which companies will contact you.
- To measure which advertisements and pages produce enquiries, so we spend our marketing budget sensibly.
- To keep records we are legally required to keep, and to defend ourselves if a complaint is made.
- To tell you about related products and services, where you have not opted out.
Who we share it with
Installers
Up to three water softener installers matched to your ZIP code. Once your enquiry reaches them they are responsible for your information under their own privacy policies, and if you want them to stop contacting you, you will need to tell them as well as us.
Service providers
Companies that run parts of our operation. They act on our instructions and may not use your information for their own purposes.
Other
We may disclose information where the law requires it, to enforce our terms, or to a buyer if our business or part of it is sold. We do not otherwise disclose your information to anyone.
“Sale” and “sharing” under state law
Being straightforward about this, because the legal definition is broader than the everyday meaning of the word: installers pay us for the introduction, which means that passing your details to them is likely to count as a sale of personal information under California law and as a sale or targeted advertising under several other state laws.
That is the entire business model and it is why the service is free to you. What it does not involve: we do not supply your details to data brokers, list builders, or anyone other than the installers you asked to be matched with and the service providers above.
You can opt out at any time through our Do Not Sell or Share page. We also honour the Global Privacy Control browser signal automatically — if your browser sends it, we treat it as an opt-out without you having to do anything else.
Your rights by state
Depending on where you live you may have the right to know what we hold about you, to get a copy, to correct it, to have it deleted, to opt out of sale or sharing, and not to be treated differently for exercising any of those rights.
These rights currently apply to residents of California, Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah and Virginia, among others, with the details varying by state. Rather than make you work out which applies, we will honour a request from anyone in the US.
To make a request, email dataprotectioncoordinator@leadadvisorycompany.com or use the request form. We will need to verify your identity first, which usually means confirming details you already gave us. You may use an authorised agent. We respond within 45 days, and will tell you if we need longer.
California
California residents also have the right to know the categories of personal information we disclosed for others’ direct marketing in the previous calendar year (the “Shine the Light” law). Write to us at the address above marked “California Shine the Light Request”. We do not knowingly sell the personal information of anyone under 16.
Nevada
Nevada residents may direct us not to sell certain personal information as defined by NRS 603A.340. Email us at the address above.
Phone calls and text messages
When you submit the quote form you are giving express written consent to be contacted by us and by the installers we match you with, including by automated dialling systems, prerecorded messages and text messages. Consent is not a condition of purchasing anything.
To stop texts from us, reply STOP to any message. To stop calls and emails, contact us at unsubscribe@leadadvisorycompany.com. Installers manage their own contact lists, so tell them directly as well. See our SMS Terms.
Some messages are not marketing and you cannot opt out of them while your enquiry is live — the verification code and the email confirming what you requested. Those are how the service works.
How long we keep it
Seven years from your last contact with us, unless there is a legal reason to keep it longer. That period reflects the contract limitation periods that apply to us. If you ask us to delete your information we will do so, except for anything we must keep to comply with the law or to handle a dispute — and we will tell you if that applies.
Security
We use appropriate technical and organisational measures to protect your information. No system is perfectly secure, and email in particular travels through servers we do not control, so please do not email us anything sensitive.
International transfers
We are a UK company, so your information is stored and processed in both the United States and the United Kingdom, and by service providers in other countries. Where we transfer information out of the UK or EEA we use the safeguards that law requires.
If you are in the UK or EEA
This site is aimed at US homeowners, but if you are covered by UK or EU data protection law you also have the rights that law gives you, including access, rectification, erasure, portability, objection and the right to complain to your supervisory authority. Our legal bases are your consent, our contractual obligations, and our legitimate interests in operating the service. Our EU Article 27 representative is Ms Elena Riazanova, Calle Jaime Segarra 41, 1, Alicante, Spain, info@quick-gdpr.co.uk.
Children
This service is for adults buying equipment for their homes. We do not knowingly collect information from anyone under 18. If you believe a child has given us information, contact us and we will delete it.
Cookies
We and our analytics and advertising providers use cookies. Our Cookies Policy lists them and explains how to turn them off.
Changes
We update this policy from time to time. The date at the top tells you when it last changed. Please check it when you use the site.