Privacy Policy
Dignity are committed to protecting and respecting your privacy.

Age Co Funeral Plans are provided by Advance Planning Limited.

Age UK Enterprises Limited trades under the trading name Age Co. Age UK Enterprises Limited (registered in England and Wales no. 3156159) is a trading subsidiary company of Age UK (registered charity, no.1128267) and donates its net profits to Age UK. Advance Planning Limited is a company incorporated in England and a subsidiary of Dignity plc. Registered office: Advance Planning Limited, 4 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands B73 6AP. Registered in England, no. 3292336.
The Policy may change from time to time so please check this page occasionally to ensure that you’re aware of any changes.
If you have any questions about this policy, or do not agree with it, please contact the Dignity data privacy team by emailing or in writing to Privacy, Dignity Plc, King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP.

Who are Dignity?

The Age Co Funeral Plan is provided by Advance Planning Limited, a subsidiary of Dignity plc. In this policy, “Dignity/we” refers to the Dignity Group of companies and subsidiaries of Dignity Plc, registered in England at their registered office at Dignity Plc, 4 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP.

What information do Dignity collect?

Dignity collect personally identifiable information about you such as your full name, date of birth, email address and telephone number. Calls made may be recorded to maintain a high level of service and, in some cases, to help detect and prevent fraud.

How do Dignity use your information?


If you enquire about one of Dignity’s services, Dignity will use this information to provide you with further details by either telephone call or email. Dignity will retain your information for the duration necessary to respond to your enquiry and for as long as they are required to fulfil their legal obligations. Dignity review these retention periods on a regular basis to ensure they do not store unnecessary personal information.

Legitimate Interests

In addition to the above Dignity also process your information for the purposes of their own legitimate business interests:

Dignity’s legitimate interest Who Dignity share data for this purpose with
To improve their customer services and obtain your feedback regarding their services
  • Their survey monitoring partners
  • Their call monitoring partners
  • Their trusted research partners
To develop new products and services
To ensure you do not receive information for the same service multiple times
To review the effectiveness of their campaigns
To better understand their customers’ decision making processes
  • Their trusted research partners
To manage any prize draws you may have entered

You may choose to opt-out of some or all of the above if possible by emailing or in writing using the address above.


Dignity create a profile of your interests and preferences so that they can contact you with information most relevant to you. They may also use your personal information to detect and reduce fraud and credit risk.

Service Providers

Dignity employ third-party service providers and contractors to carry out their day to day activities. All of their service providers are carefully considered to ensure they handle your information with care and only for the purposes intended. It may be necessary for Dignity to share some or all your information with these providers. Dignity will always minimise the access and ensure data is securely destroyed when it is no longer required by their third party providers.

Who do Dignity share your information with?

Dignity will not transfer, disclose, sell, distribute or lease your personal information to third parties other than their subsidiaries, parent company, group companies or potential purchasers of their business without your permission, unless they are required to do so by law.


Dignity use cookies for certain areas of the website. Cookies are files that store information on your hard drive or browser that means that the website can recognise that you have visited this website before.
They make it easier for you to maintain your preferences on the website, and by seeing how you use the website, Dignity can tailor the website around your preferences and measure usability of the website.
You can, should you choose, disable the cookies from your browser and delete all cookies currently stored on your computer. To find out how you can do you can visit
For full detail of the cookies used on our site please visit:


Dignity may also use these cookies to build “lookalike” audiences, in order to reach more individuals who might be interested in the products with Dignity sell.
Facebook and Instagram have cookies on some pages of our website which allows them to collect information about pages you’ve visited on our website, they will then serve you advertising on Facebook and Instagram based on this information.


Dignity are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure they have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information they collect from you.

Your rights

Under the General Data Protection Regulation (GDPR) you have rights with regard to your personal data.

You have the right to request from Dignity access to and rectification or erasure of your personal data, the right to restrict processing, object to processing as well as in certain circumstances the right to data portability.

If you have provided consent for the processing of your data, you have the right to withdraw that consent at any time.

You have the right to lodge a complaint to the Information Commissioner’s Office if you believe that Dignity have not complied with the requirements of the GDPR with regard to your personal data.

Social media

Dignity is committed to improving its services based on feedback from their clients, and any publicly available social media discussions concerning Dignity or their services will be collected to help them improve their services and monitor the effectiveness of their campaigns.