Privacy Notice
Last updated: 02 June 2026
AfterLife Technologies Ltd (company number 16891284, registered office 71–75 Shelton Street, Covent Garden, London WC2H 9JQ) is the data controller for the personal data described in this policy. This policy explains what we collect when you use the AfterLife website, the AI concierge ("Marin"), the planning walkthrough, the marketplace, and our Concierge services, why we collect it, the legal bases we rely on, how long we keep it, and your rights.
You can contact our Data Protection point of contact at hello@afterlifetechnologies.co.uk. We are registered with the Information Commissioner's Office (ICO) under reference ZA485557. If you have a concern about how we handle your data, you can contact the ICO at ico.org.uk or on 0303 123 1113.
1. The information we collect
Information you give us
- Contact and identity details — your name, email address, telephone number, and postcode.
- Walkthrough answers — the information you enter when building a plan, which may include the situation (a death, an expected death, or planning ahead), the area you are in, and your faith or tradition where you choose to share it.
- Information about the person who has died or is dying — which may include their circumstances, relationships, and details relevant to arranging a funeral or administering an estate.
- Conversations with Marin — the messages you send to and receive from our AI concierge are recorded and stored as part of your case so our team can help you without you repeating yourself.
- Concierge and payment details — what you have purchased; card payments are processed by our payment provider and we do not store full card numbers.
Information collected automatically
Limited technical data such as your approximate location (derived from the postcode you provide), device and browser information, and cookies as described in our Cookie Policy.
2. Special category and sensitive data
Because of the nature of our service, some of the information we process is sensitive. This can include information about religious belief or tradition, and information about the health or death of an individual, as well as family circumstances. We only process this information to provide the service you have asked for, and we apply additional care to it.
For special category data (including information about religious belief or tradition, and health or death-related information), we rely on your explicit consent under Article 9(2)(a) of the UK GDPR. Where you share such information with us, we will ask for your explicit consent at the point of collection. You can withdraw consent at any time without affecting the lawfulness of processing before withdrawal (see Your rights, section 7). Where processing is necessary to establish, exercise, or defend legal claims, we may also rely on Article 9(2)(f).
3. Why we use your information and our legal bases
| Purpose | Legal basis |
|---|---|
| To provide the walkthrough, marketplace and Concierge services you request | Performance of a contract with you, or taking steps at your request before a contract (Art. 6(1)(b)) |
| To operate the AI concierge and keep a record of your case | Performance of a contract and legitimate interests (continuity of care) (Art. 6(1)(b) and (f)); explicit consent for any special category data (Art. 9(2)(a)) |
| To alert our human concierge team when you ask to speak to a person | Performance of a contract and legitimate interests (Art. 6(1)(b) and (f)) |
| To connect you with local suppliers you choose | Performance of a contract and legitimate interests; we share only what is needed for the introduction you have asked for (Art. 6(1)(b) and (f)) |
| To take payment and keep accounting records | Performance of a contract and legal obligation (Art. 6(1)(b) and (c)) |
| To improve and secure the service and respond to complaints | Legitimate interests (Art. 6(1)(f)) |
4. The AI concierge, and automated processing
Marin is an automated assistant powered by a third-party artificial-intelligence provider. When you converse with Marin, your messages are sent to that provider to generate a response and are stored by us as part of your case. Marin provides information and guidance and helps route you to the right help; it does not make decisions that produce legal or similarly significant effects about you. A human is always available on request.
We do not use your personal data to train third-party AI models.
5. Who we share your information with, and where it is stored
- Hosting and storage — our website and case files are hosted on Netlify, including its storage service, which stores your case data on our behalf.
- AI provider — the provider that powers Marin processes the messages you send to generate responses.
- Email — we use an email delivery provider (Resend) to send notifications to our team, for example when you request a callback.
- Payment provider — to take payment securely.
- Suppliers you choose — only the details necessary for an introduction you have asked us to make.
Each of these acts as our processor under a written contract that requires them to protect your data and use it only on our instructions. Where a provider processes data outside the UK, we ensure appropriate safeguards are in place — for example, a UK International Data Transfer Agreement (IDTA), an adequacy decision, or equivalent protections.
You can request details of the safeguards we rely on by contacting us at hello@afterlifetechnologies.co.uk.
6. How long we keep your information
We keep your case information for as long as we are providing a service to you and for 12 months after your case closes, in case you return or need follow-up support. Conversations with Marin are kept as part of your case for the same period. Financial and accounting records (including payment records) are kept for 6 years from the end of the relevant financial year, as required by law. After these periods, your data is securely deleted or anonymised. You can ask us to delete your information sooner (see Your rights), and we will do so unless we are required by law to keep it.
7. Your rights
Under UK data protection law you have the right to: be informed; access a copy of your data; have inaccurate data corrected; have your data erased; restrict or object to processing; data portability; and to withdraw consent at any time where we rely on it. You also have the right to complain to the ICO (ico.org.uk). To exercise any right, contact us at hello@afterlifetechnologies.co.uk; we will respond within one month.
8. Security
We take appropriate technical and organisational measures to protect your information, including access controls on case data and encrypted connections. No system is perfectly secure, but we work to protect the information you trust us with, which we recognise is often shared at a very difficult time.
9. Changes to this policy
We may update this policy as our service develops. The current version is always available on our website, and we will date it.
Questions? Email hello@afterlifetechnologies.co.uk or write to AfterLife Technologies Ltd, 71-75 Shelton Street, Covent Garden, London WC2H 9JQ.