Privacy Policy



Privacy Policy

Our Privacy Policy

Before you go compare is a trading style of About the Funeral Limitedthe data controller of your personal data.  About the Funeral is a funeral and life planning comparison site and broker service.   

“data controller” means a person who (either alone or jointly or in common with other persons and organisations) determines the purposes for which and the manner in which any personal data are, or are to be processed. 

We are committed to protecting and respecting your privacy and will comply with all applicable data protection laws in all our dealings with your personal data.   

As data controllers, we want you to feel both informed and empowered when it comes to the handling and usage of your personal information.  In this privacy statement we explain how and why we collect and use your personal data, which is information relating to an identified or identifiable living person.  We will only use your personal information lawfully in accordance with the General Data Protection Regulation 2018 (‘GDPR’). 

This Privacy Notice was last updated on 1 February 2020. We reserve the right to make changes to this policy. 

If you have any questions about our Privacy Policy, please email 

1.  About Us

About the Funeral Limited is the owner and operator of About the Funeral  and other brands.  About the Funeral Limited is the data controller responsible for personal information processed by it.  All references to About the Funeral may be referred to as “us”, “we”, “our” in this privacy policy.  

The brands 

About the Funeral company logo
Before you go compare. Funeral planning made easy.
2.  Our contact details

For all matters relating to Before You Go Compare:

Call: 02920 099 200        Email:

Write:  Before You Go Compare, About the Funeral Limited Sophia House, 28 Cathedral Road, Cardiff, CF11 9LJ

3.  About the types of personal information we collect

We will only collect information for the purpose of providing you with our services, such as a quote, processing your application, or sending you information. 

The information we may collect includes the following: 

Personal information so that we can identify who you are, eg. your name. 

Personal information so that we can contact you, eg. your home address, your email address and your contact telephone numbers. 

Personal information so that we can help you find a product or service, eg. details about a prospective pre-paid funeral planholder’s date of birth and home address. 

Technical personal information, eg. how you browse our Website and the devices and technology you use to browse our Website. 

Occasionally we may collect personal information from third party sources, who are legally permitted or required to disclose your personal information, or who will have received your consent to pass your personal information to us. 

We do not knowingly collect personal information relating to children under the age of 18 

4.  How we use your personal information and why 

We may process and share your personal information with our panel of advertiserspreferred partners and data providers for certain legitimate business purposes, which include some or all of the following: 

reply to your enquiry; 

send you information you have requested; 

send you triggered emails, updates and marketing information when you opt-in, such as offers, products, services and other information we believe may be helpful to you; 

fulfil your call back request; 

notify you of attempts to fulfil calls to action, such as call back request; 

educate you; 

provide you with suitable service and product quote; 

find the details of your quote and fulfil the service; 

save you time in relaying details of the products and services you have enquired about; 

request that you complete a review regarding the quality of the product purchased or the service you received from the provider  

process applications for products and services you have enquired about; 

to notify you about any changes to our service; 

for troubleshooting; 

for quality control and testing purposes; 

to answer queries or resolve any complaints raised by you, our panel of advertisers, preferred partners or data providers; 

send our panel of advertisers, preferred partners, or data providers notifications of Site usage; 

to identify and prevent fraud; 

to enhance the security of our network and information systems; 

to better understand how people interact with us; 

to determine the effectiveness of our promotional campaigns and marketing; 

to continually monitor and improve our services to you; 

conduct internal research (such as by analysing market trends and customer demographics) to develop the products and services which we offer.  

The processing of your personal information is necessary so that we can  

provide our services to you in accordance with our Website proposition, terms and conditions; 

validate sales and for audit purposes, and ensure we are remunerated when you buy a product or service from a third party via our Website; 

comply with any regulatory requirement or marketing agency agreements; 

The sharing of your personal information with a limited number of data providers is necessary so that we can  

deliver a more User-friendly and intuitive price/ product comparison, and information experience; 

auto-populate relevant fields for a better User experience. 

Without processing your personal information in this way, we would be unable to deliver our services to you and free of charge. 


5.  The lawful basis in which we process your data 

Legitimate interests. 

Under the applicable data protection laws (GDPR) we need a lawful basis to collect and use your personal data.  The law allows for six lawful bases to process people’s personal data, and one of them allows personal data to be legally collected and used if it is necessary for a legitimate interest, as long as it is fair and balanced and does not unduly impact the rights of individuals.  

We have assessed our business interests in carrying out marketing activities and we have carefully considered the impact the collection use of personal data could potentially have on individuals’ rights.  Our databases contain primarily business data which is used to help people in the UK and promote UK businesses and such activities are unlikely to affect the fundamental rights and freedoms of individuals concerned.  We have therefore concluded that the most appropriate lawful ground for the processing of your personal data is our legitimate interests.   

In the event you request any services and or goods from us, we will rely on our contractual relationship to process your personal data to provide such services and or goods to you.  In certain circumstances we may also rely on a specific consent provided by you for the processing of your personal data.  

You have the right to object to this processing if you wish and if you do so we will remove your data from all our systems and cease communication with you.  If you wish this to happen email:


6.  How we collect personal information  

We collect personal information from using the following methods: 

When you directly give it to us (“Directly Provided Data”), such as when you contact us; register an account with us; interact with our Website or other online methods of advertising; compare products or services via our Website, online chat, via our telephone service; choose to provide feedback; take part in any of our other marketing and promotional initiatives; when you buy anything from us. 

When our system collects data as you use our website (“System Collected Data”), such as information about your computer, including where available your IP address, operating system and browser type, for system administration and to prevent fraudulent access to our partner-only areas and use of our data. 


7.  Cookies 

In common with providers of online services, we use cookies (text files placed on your computer) to collect visitor information, such as the pages you visit.  You can opt out of providing visitor information by disabling cookies in your web browser. You may also wish to delete cookies which have already been placed. For instructions on how to do this, please consult your internet browser’s help menu. 

The cookie(s) we use are: 

Name of Cookie 

Name of  Provider 

1st/3rd  Party 





This cookie is used to distinguish unique Users by assigning a randomly generated number as a client identifier. It is included in each page request in a Site and used to calculate visitor, session and campaign data for the Sites analytics reports. 


8.  Call recording and monitoring 

We monitor or record calls, emails, SMS messages or other communications to help us maintain quality control and training, process necessary information for entering into or performance of contract, protect your vital interests, meet any legal obligation, prevent or detect crime, for the legitimate interests of the data controller and to comply with our contractual obligations with panel advertisers and preferred partners. 


9.  Third parties with whom we may exchange personal information 

We may share personal information with or receive personal information from our panel of advertiserspreferred partners and data providers, including  

funeral or later life related third-party product and service suppliers such as funeral directors, prepaid funeral plan providers, law firms; 

third party data providers, such as CRM and social media providers 

regulatory bodies, including the Information Commissioner’s Office, and self-regulatory bodies, including the Funeral Planning Authority, and any trade association we may be a member of; 

payment provider when it is required to fulfil your order (we do not store any of your card details on our system, so your financial information and data is fully secure); 

law enforcement agencies; and 

third parties to whom we may sell, transfer or merge parts of our business or assets. 


10.  How our third-parties may use personal information 

Our terms of business impose strict restrictions on what our panel of advertisers, preferred partners and data providers may do with personal information we give to them.  They may process personal information that we give them to: 

assess your eligibility for the products or services which you have expressed an interest in; 

contact you in response to an enquiry regarding products or services which you have expressed an interest in 

contact you to ensure the service you have received from us complies with any statutoryself-regulatory code of practice, or marketing agency guidelines. 

carry out checks against information they already hold about you (for example, if you are an existing member client or otherwise already known to them); and 

conduct internal research (such as by analysing market trends and customer demographics) to develop the products and services which they offer.  

with law enforcement agencies to detect and prevent crime, and report offensive activity; 

If you intend to interact or purchase products or services from any of our panel of advertisers, approved partners or third-party product providers, we strongly recommend you read the terms of that partner’s or third-party product provider’s own privacy policy in order satisfy yourself as to the purposes for which your chosen supplier will use your personal information.  


11.  What communications you may receive from us 

These include types of communication that  

satisfy all legal and regulatory requirements 

direct marketing for which you have opted in, and  

service communications which we send in connection with the provision of our service to you. 

You can opt out of receiving any or all these communications at any time, by writing to us, emailing us, or phoning us.  See our contact details at 2. 


12.  Where and how long we hold your personal information 

We will store all information about you on secure servers. 

The data we collect from you may be transferred to and stored at a destination outside the United Kingdom and the European Economic Area (“EEA”).  We will take all steps reasonably necessary to ensure that any personal data transferred outside the UK or the EEA is treated securely and in accordance with the applicable data protection laws.  

We may keep your personal information for as long as we believe it is up to date.  We verify our data periodically.  If you want us to remove your data, then you should email us at   


13.  Data security 

Where we have given you (or where you have chosen) a password which enables you to access certain parts of our site, you are responsible for keeping this password confidential.  We ask you not share your password. 

Unfortunately, the transmission of information via the internet is not completely secure.  Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted on our site; any transmission is at your own risk.  Once we have received your information, we will use strict procedures and security features to prevent any unauthorised access. 


14.  Your rights 

You have a right to know whether we are processing your personal information. If we are processing your personal information, you have a right to  

request copies of your personal information that we are processing; 

to know the purposes of our processing; 

to know the recipients or categories of recipients we have share your personal information with.; 

to require us to rectify or complete any inaccurate or incomplete personal information; 

to ask us to erase your personal information; 

to restrict processing of your personal information; 

to object to processing your personal information unless this conflicts with any legal or regulatory requirements. 


15.  Complaints 

Should you have a complaint you can get in touch with us at or phone 02920 099 200 to resolve the matter, or you can contact the Information Commissioner’s Office.   See our Terms & Conditions for further details. 


16.  Changes to this privacy policy 

We reserve the right to amend or modify this privacy policy at any time. Amended versions of this privacy policy will be posted on our Website. 

About the Author

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Kim is the founder & CEO of Before You Go. Kim began working in the funeral industry in the late 90s. She is a renowned funeral cost expert and has commented in many national papers, on the radio and on the BBC and ITV. She is a member of funeral and bereavement parliamentary groups in England and Wales. In 2017 Kim was included in the annual Maserati & Sunday Times list of top 100 UK business people, for having a positive impact on her industry and society as a whole.

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