Privacy Policy

Know My Business Worth is operated by Alphaa Life Ltd, a company registered in England and Wales (company number 15685225), registered office at Lyndhurst Avenue, Pinner, Middlesex, HA5 3XA. We are the “data controller” for the personal data described in this policy.

For anything in this policy, or to make a request about your data, contact us at sales@alphaalife.com.

What we collect depends on how you use the platform:

• Account data — name, email address and a securely hashed password when you register, sign in or reset your password.
• Seller data — business, financial and operational information you enter when valuing a business, creating a business profile or listing it for sale.
• Buyer data — acquisition preferences, saved businesses and saved searches you set up.
• Enquiries — messages you send or receive through the platform's enquiry system.
• Usage information — pages viewed and actions taken (e.g. a search performed, a valuation started), used to understand and improve the marketplace. See our Cookie Policy for what, if anything, is stored in your browser to support this.

We rely on the following legal bases, depending on the activity:

• Contract — to create your account, run the valuation tool, publish your listing, or connect you with a buyer or seller you've chosen to contact.
• Legitimate interests — to keep the platform secure, prevent fraud and misuse, moderate listings before publication, and understand how the service is used so we can improve it.
• Legal obligation — where we're required to keep or disclose records (e.g. in response to a lawful request).

We do not sell personal data. Business and financial information you mark as seller-provided is shown to buyers only as your listing's confidentiality setting allows — an anonymised listing never shows your business's exact name or address publicly. When you send or receive an enquiry, the other party sees the details you've chosen to include in your profile and message.

We use a small number of service providers to run the platform — for example, our hosting provider and our transactional email provider (which sends password-reset emails). They process data only on our instructions and only as far as needed to provide their service. Some of these providers may process data outside the UK; where that happens, we rely on appropriate safeguards required by UK data protection law.

We keep account and platform data for as long as your account is active, plus a limited period afterwards where we have a legitimate reason to — for example, audit and accountability records of significant actions (like listing approvals), and a saved valuation calculation, which we keep so it stays reproducible against the assumptions used at the time. When you close your account (see “Your rights” below), records that other users depend on — such as an enquiry thread you were part of — may be retained rather than deleted outright, but are no longer linked to an account you can sign in to. [Specific retention periods for each data type to be confirmed and added here.]

Under UK GDPR, you have the right to:

• access the personal data we hold about you;
• have inaccurate data corrected;
• request erasure of your data — you can request this yourself at any time from your account page; see “How long we keep it” above for what this does and does not remove;
• object to or restrict certain processing;
• request a copy of your data in a portable format; and
• complain to the Information Commissioner's Office (ICO) at ico.org.uk if you think we've handled your data incorrectly.

To exercise any of these rights, contact us at sales@alphaalife.com.

The platform uses a small number of strictly necessary cookies to keep you signed in and to support the valuation tool. We don't use analytics, advertising or tracking cookies. See our Cookie Policy for full details.

Passwords are stored using a strong one-way hash, never in plain text. Access to seller financial data and admin functionality is restricted by role and checked on every request, not just in the interface. No method of storage or transmission is completely secure, but we take reasonable technical and organisational measures to protect your data.

We may update this policy from time to time. We'll update the “Last updated” date above when we do.

Alphaa Life Ltd
Lyndhurst Avenue, Pinner, Middlesex, HA5 3XA
sales@alphaalife.com