Privacy Policy

Last updated: 22 October 2026

  1. Who we are and how to contact us

Apex Home Group Ltd is responsible for the personal information it collects through apex-homegroup.co.uk, its enquiry forms and its home comfort tools. We are the data controller for that information.

Company number: 14950771
Registered office and postal contact: Suite F12, Federation House, Station Road, Stoke-on-Trent, ST4 2SA, United Kingdom.
Email: sales@apex-homegroup.co.uk

Please use these contact details for questions about this notice, privacy complaints or requests concerning your personal information.

  1. Information we collect

Depending on how you interact with us, we collect:

  • Contact information, including your name, email address, telephone number and postcode, and your address if you provide it when arranging a survey or installation.
  • Details you provide about your property, ownership, rooms, insulation, sun exposure, heating and cooling needs, installation plans and preferred callback time.
  • Your answers to our Home Comfort Calculator or other assessment tools, the indicative results they generate and any additional information you choose to provide.
  • Enquiries, correspondence, survey arrangements, quotation information and records needed to provide services you request.
  • Your marketing preferences and records of consent, withdrawal or objections.
  • Technical and security information, such as IP address, browser and device information, and information used to prevent spam, fraud and misuse.
  • Referral and campaign information, such as the website or advert you arrived from and campaign identifiers included in the link. Optional advertising technology operates according to your cookie choices.

We receive this information directly from you, through use of our website and, where you submit a form through a social platform, from that platform. Please avoid putting medical information, payment-card details or other sensitive information into our free-text enquiry fields.

  1. Why we use your information and our lawful bases

We use personal information for the following purposes:

  • To deliver requested calculator reports and assessments, respond to enquiries and discuss relevant home comfort options. Our lawful basis is our legitimate interest in providing the tools and assistance you request and managing related enquiries.
  • To arrange surveys, prepare quotations and take steps towards a potential installation at your request. Our lawful basis is taking steps at your request before entering into a contract.
  • To fulfil an agreed installation or service, communicate about that service and provide associated support. Our lawful basis is performance of our contract with you.
  • To manage enquiry records, allocate appropriate staff, maintain service quality and resolve complaints. Our lawful basis is our legitimate interest in operating and improving our business and providing customer support.
  • To protect the website and our systems, prevent spam or fraud and investigate misuse. Our lawful basis is our legitimate interest in security and fraud prevention.
  • To send optional email tips and promotional offers where you have opted in. Our lawful basis is consent. Requesting a report or survey does not by itself sign you up for promotional emails.
  • To operate optional advertising cookies and related tracking when you agree to them. Our lawful basis is consent.
  • To meet applicable accounting, regulatory or other legal requirements. Our lawful basis is compliance with legal obligations.

Where we rely on legitimate interests, we must consider your interests and rights as well as our business needs.

  1. Calculator results and automated processing

Our tools use your answers to generate indicative information about home comfort or potential overheating exposure. They do not measure your home’s indoor temperature and are not a substitute for a property survey, technical system design, EPC assessment or medical advice.

These tools do not make decisions about you that have legal or similarly significant effects. You can contact us to discuss the information you have provided or a result you receive.

  1. Who receives your information

Information may be accessed by authorised Apex staff and, where necessary to fulfil your request or provide an agreed service, our appointed representatives, surveyors and installation partners.

We also use suppliers that provide website hosting, enquiry and CRM storage, business email, email delivery, security and technical support. Our current website and CRM arrangements include Hostinger, Supabase and Vercel. Cloudflare Turnstile provides anti-spam verification. Microsoft 365 supports our business email. Suppliers may process information on our behalf under their service arrangements.

Where you consent to advertising tracking, Meta may receive information about your browser, visits and relevant website actions through its advertising technology. Submitting a form on Facebook or Instagram also involves processing by Meta under its own privacy information.

We may disclose information where required by law, to appropriate professional advisers or where necessary to establish, exercise or defend legal claims.

  1. Processing outside the United Kingdom

Some technology suppliers operate internationally. Information may therefore be processed outside the United Kingdom, including in the European Economic Area or the United States, depending on the service involved.

Where a restricted international transfer is involved, an applicable UK adequacy arrangement or appropriate safeguards, such as relevant contractual transfer safeguards, are required. Please contact sales@apex-homegroup.co.uk for details of the locations and safeguards applicable to your information.

  1. How long information is kept

We determine retention by the purpose for which information was collected, the progress of your enquiry, the services supplied, applicable warranty or support commitments, and any legal or dispute-related requirements.

  • If an enquiry does not become a customer relationship, we normally keep enquiry and calculator records for up to 12 months from your last meaningful interaction with Apex, then delete or anonymise them. An unanswered call or promotional message from us does not restart this period. We may retain relevant records longer where there is a documented reason, such as an ongoing enquiry, a future installation you have requested, a complaint or a legal requirement. We review any extension and retain only what is necessary.
  • Customer, quotation, installation and service records may need to be retained for contractual support, warranty matters, accounting requirements and the establishment or defence of legal claims.
  • Marketing contact information is needed while the relevant consent remains valid. Limited records of consent and objections may need to be retained to demonstrate your choices and avoid contacting you again against your wishes.
  • Security logs and backups are governed by their security, recovery and operational purposes and the retention arrangements of the relevant service.

Information should be deleted or anonymised when it is no longer needed for those purposes. Contact us if you want information about the retention of a particular record or wish to request deletion.

  1. Cookies and advertising choices

The website uses cookies and similar technologies for essential functions and to remember your cookie choices. Optional advertising or measurement technologies are controlled by the choices offered in our cookie banner.

Accepting marketing cookies is separate from opting in to promotional emails. You can use our calculator and request a survey without agreeing to optional advertising cookies.

You can reject optional cookies using the banner. To make a fresh choice where the banner is no longer displayed, clear this website’s cookies in your browser and revisit the website. Your browser also provides controls for blocking or deleting cookies. Clearing or blocking essential cookies may affect some website functions.

  1. Marketing preferences and your right to object

You can withdraw consent to promotional emails at any time using the unsubscribe option provided in the message or by emailing sales@apex-homegroup.co.uk.

You have the right to object at any time to the use of your personal information for direct marketing. You can also object to processing based on legitimate interests. Please contact us using the details above.

Withdrawing consent does not affect the lawfulness of processing carried out before withdrawal. Necessary messages about an enquiry, survey or agreed service are separate from optional promotional emails.

  1. Your other rights

Subject to the applicable conditions and exemptions, you may request access to your personal information, correction of inaccurate information, deletion, restriction of processing or transfer of information in a portable form.

Contact sales@apex-homegroup.co.uk to exercise your rights. We may need proportionate information to confirm your identity before disclosing or changing records. Your rights depend on the circumstances and do not always require us to delete records that must be retained for legal or other overriding reasons.

  1. Complaints

Please contact us if you have a concern about how your information is used. You also have the right to complain to the Information Commissioner’s Office, the UK data protection regulator, at https://ico.org.uk/make-a-complaint/.

  1. Changes to this notice

We may update this notice when our services, technology or data practices change. The date at the top identifies the latest update. Where required, we will bring material changes to your attention.