Privacy policy

By ‘We’ or ‘Us’, we mean ‘FF Bequest Limited’ trading as ‘Bequest’ (Companies House Number: 12367897). By “You” we mean the customer or individual who has accessed our service. We are a company registered in England and Wales. Registered Address: Bequest, Level 4, Northcliffe House, London, United Kingdom, W8 5EH. We are authorised and regulated by the Financial Conduct Authority and our Firm Reference Number (‘FRN’) is 923791.

What is the purpose of this privacy policy?

This Privacy Policy sets out how ‘We’, collect and use any information that ‘You’, the user, provides to ‘Us’, when you visit our website, use our services or otherwise contact us. Where we ask you to provide certain information by which ‘you’ can be identified (i.e. Personal Data) after providing this information, then this information shall only be used in accordance with this Privacy Policy. This website has not been designed for use by children. We do not knowingly collect data relating to children. It is important that you read this Privacy Policy together with any Privacy Notice or Fair Processing Notice we may provide on specific occasions when we are collecting or processing personal data about you, to ensure you are fully aware of how and why we are using your data.

Who is the data controller?

We are the data controller for the purposes of the Data Protection Act 2018 and the General Data Protection Regulation (GDPR) which means that we decide how and why we use your personal data within our business. If you have any questions relating to this Privacy Policy, including any requests to exercise your legal rights (as explained in section 14), please use the contact information set out below.

How you can contact us

Full name of legal entity: FF Bequest Limited
Postal address: Bequest, Level 4, Northcliffe House, Young Street, London, W8 5EH, UK

Telephone number: 02039165433

Your right to complain to the supervisory authority

You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection issues ( We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contacting us in the first instance.

Changes to this privacy policy

This version was last updated on 18th January 2021 and historic versions of this Privacy Policy may be accessed upon request using the above contact information. Any changes to this Privacy Policy will be posted on this page and, where appropriate, notified to you accordingly. Please check back frequently to see any updates or changes to our Privacy Policy.

What information do we collect from you?
Providing our services

We may collect, use, store and transfer different kinds of personal information about you if you enquire about, or purchase, the products and services that we offer, and if you subscribe to our newsletter and/or email notifications. This may include:

  • Identity data: First name, last name, maiden name, marital status, date of birth, gender, account username and account password.
  • Contact data: Current address, previous addresses and post codes, email address and telephone number.
  • Transaction data: Information relating to payments made through our website (securely collected and processed by our bank or payment provider), details of products and services you have engaged us for.
  • Technical data: Internet Protocol (IP) address, browser type and version, timer zone setting and location, browser plug-in types and versions, operating systems and platform and other technology on devices you use to access the website.
  • Profile data: Information to understand the services you’ve engaged, your interests, preferences, feedback and analysing the data you have provided as part of the service to improve our services, marketing, customer relationships and experiences.
  • Usage Data: Information about how you use our website, products and services.
  • Marketing and communications data: This includes your preferences in receiving marketing from us and any third parties, as well as your communication preferences.
Aggregated data

We collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data may be derived from your personal data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. For example, we may aggregate your Usage Data to calculate the percentage of users accessing a specific website feature. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we will treat the combined data as personal data which will be used in accordance with this Privacy Policy.

Special categories of personal data

We may collect data relating to your health to ensure we can tailor and adjust our services to your needs and circumstances. We will obtain your consent to obtain and store this data for the sole purpose of delivering our services.

We do not collect any other “special categories” of personal data about you. Nor do we collect any information about criminal convictions and offences.

If you do not provide personal data?

You are not required (by law or by any contract with us) to provide personal information to us via our website. We will only require you to provide personal information to us where it is necessary for us to provide you with a service at your request.

Where we need to collect personal data by law, or under the terms of a contract we have entered with you, and you fail to provide the data when requested, we may not be able to perform the contract with you (for example, to provide you with goods or services). In this case, we may have to cancel the services and the contract you have entered into with us. As is your right to be informed, we will notify you of any change or cancellation deemed necessary.

How is your personal information collected?

We have different methods of collecting data from and about you, including via:

Direct Interactions:

You may provide us with your Identity Data, Contact Data and Transaction Data by completing online forms or by corresponding directly with us via telephone. This includes personal data you provide when you:

  • Engage our services
  • Provide us with feedback; or
  • Request marketing to be sent to you.

Automated Technologies or interactions

As you interact with our website, we may automatically collect Technical Data about your equipment, browsing patterns and actions. This will be collated after your acceptance of ‘cookie’ and other similar technologies. Please refer to our Cookie Policy for further information.

Third Parties or publicly available sources

We may receive personal data about you from other sources, including:

    • information we receive about you if you use any of the other websites that we operate or the other services that we provide;
    • information from third parties that we work with to provide our services, such as technical support companies; and
    • information you have shared publicly, including on social media.
How do we use your personal information?

It is necessary for us to use your personal information in order to make our website, and all of its features, available to you. When you create an account, and order any products or services from us, there is a contract between us (please see our Terms of Use and Terms and Conditions of Supply) and we need to use your personal data in order to perform our side of that contract. Otherwise, we will only use your information in this way where we have a legitimate interest to do so. Using your information in this context is necessary so that we can:

  • Enable you to use, and provide you with information about, our website.
  • Contact you about any changes that we make to our website.
  • Verify your identity.
  • Deal with any complaints you may have.
  • Administer our website, including troubleshooting problems, analysing statistics, conducting research and tests and keeping the website secure.

Ordinarily, we do not rely on consent as a legal basis for processing data other than in relation to sending marketing communications to you via email or text message. You have the right to withdraw consent at any time by contacting us.

Purposes for which we will use your personal data

We have set out below, a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so.

Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contacting us if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below.

Purpose/Activity Type of data Lawful basis for processing including basis of legitimate interest
To register you as a new customer (a) Identity

(b) Contact

To process and deliver our services to you, including:

(a) Making a representation to an insurer.

(b) Collecting information for your will.

(a) Identity

(b) Contact

(c) Marketing and Communications

(d) Special Category



(a) Notifying you about changes to our terms or privacy policy

(b) Asking you to leave a review or take a customer satisfaction survey

(a) Identity

(b) Contact

(c) Profile

(d) Marketing and Communications

Necessary to comply with a legal obligation

Necessary for our legitimate interests (to keep our records updated and to study how customers use our products/services)

To administer and protect our business and this website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) (a) Identity

(b) Contact

(c) Technical

Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise)

Necessary to comply with a legal obligation

To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you (a) Identity

(b) Contact

(c) Profile

(d) Usage

(e) Marketing and Communications

(f) Technical

Necessary for our legitimate interests (to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy)
To use data analytics to improve our website, products/services, marketing, customer relationships and experiences (a) Technical

(b) Usage

Necessary for our legitimate interests (to define types of customers for our products and services, to keep our website updated and relevant, to develop our business and to inform our marketing strategy)
To make suggestions and recommendations to you about goods or services that may be of interest to you (a) Identity

(b) Contact

(c) Technical

(d) Usage

(e) Profile


Necessary for our legitimate interests (to develop our products/services and grow our business)

We will only use your personal information for the purposes for which we collected it as set out above, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If we need to use your personal information for an unrelated purpose we will notify you and we will explain the legal basis which allows us to do so.

Please note that we may process your personal information without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.


We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising. You can ask us to stop sending you marketing messages at any time by contacting us to amend your preferences, methods of contact and products/services you wish to hear about.

Promotional offers

We may use your Identity, Contact, Technical, Usage and Profile Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you (we call this marketing).

You will receive marketing communications from us if you have requested information from us or purchased goods or services from us and, in each case, you have not opted out of receiving that marketing.

Third-Party Marketing

We will get your express opt-in consent before we share your personal data with any company for marketing purposes.

Opting Out

You can opt-out of third-party marketing at any point by contacting us.


A cookie is a small file of letters and numbers that is downloaded on to your computer when you visit a website. Cookies are used by many websites and can do a number of things such as remembering your preferences, recording what you have put in your shopping basket, and counting the volume of people accessing the website.

Upon entering our website, we will request you either accept or reject the use of cookies. Cookies assist us in providing a better service and website. The use of cookies allows the website to recognise your device and store information concerning your preferences or past actions.

You may create custom alerts when websites use or store cookies on your browser. If you wish to refuse cookies altogether, this can be done within your browser settings. For more information on browser controls please refer to our Cookie Policy.

Disclosure of your personal data

We share the information that you provide to us with our staff so that we can provide our services to you.

We may also share your personal data with the parties set out below for the purposes set out in the table in paragraph 9 above. These companies will not use your information to contact you. Selected third parties will be subject to obligations to process your personal information in compliance with the same safeguards that we deploy.

We may need to disclose your information to any one of the following:

  • Third parties service providers, for example: Telecommunications, IT systems etc acting as processors based in the United Kingdom who we engage to deliver our services (e.g. host our dialler system, electronic storing of your personal data).
  • HM Revenue & Customs, Regulators (Financial Conduct Authority, Office of Communication, Information Commissioner’s Office), and other authorities based in the United Kingdom who require reporting of processing activities in certain circumstances.
  • Accountants, Solicitors, Compliance Consultants and other like-services based in the United Kingdom who require the reporting of processing activities in certain legal and compliance circumstances.
  • Third parties to whom my may choose to sell, transfer or merge parts of our business or assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change in these circumstances occurs, your personal data will be used in the same way as set out within this Privacy Policy.

If you have any concerns about your personal information being shared, please contacting us for more information.

There are certain exceptional circumstances in which we may disclose your information to other third parties. This would be where we believe that the disclosure is:

  • Required by the law, or in order to comply with judicial proceedings, court orders or legal or regulatory proceedings
  • Necessary to protect the safety of our employees, our property or the public.
  • Necessary for the prevention or detection of crime, including exchanging information with other companies or organisations for the purposes of fraud protection and credit risk reduction.
International transfers

We do not transfer your personal data outside of the United Kingdom.

Data security

We are committed to ensuring your information is safe and secure. In order to prevent unauthorised access or disclosure, we have developed, implemented and maintained suitable physical, electronic and managerial procedures to safeguard and secure the information collected online. We wish for our customers to be completely confident in using our services, therefore we regularly review our processes and procedures to protect your personal information from unauthorised access, use, accidental loss, destruction or disclosure.

We try to ensure that all information you provide to us is transferred securely via our website (always check for the padlock symbol and “https” in the URL bar). 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 to our website; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.

All information you provide to us is stored on secure servers with Google Cloud Platform in the UK. Where we have given you (or where you have chosen) a password which enables you to access certain parts of our website, you are responsible for keeping this password confidential. We ask you not to share a password with anyone.

Data Retention
How long will we hold your personal data?

We will only retain your personal data for as long as we need it for the purposes for which it was collected, as well as for any purposes necessary to satisfy any legal, accounting or reporting requirements.

Where we provide you with life insurance products and services, we will retain information you provide to us in respect of this service for up to 35 years.

Where we provide you with any other family protection service, such as will writing services, we will retain the information you provide to us in respect of such services for up to 50 years.

If you create and maintain an account on our website but do not order any products or services, we will retain any information you provide to us at least for as long as you keep your account on our website, and afterwards for a period of 6 years from the date of your last log in.

Where you contact us, but you do not have an account on our website (and we don’t have an ongoing relationship with you), we will retain your information for a period of 12 months, so that we can recognise you if you contact us again in the near future.

If you would like us to delete your personal information before the end of these periods, please contacting us.

Your legal rights

In accordance with the GDPR, you, in your capacity as a consumer and citizen you are entitled to a range of specific DATA SUBJECT RIGHTS that you may exercise under particular conditions, with a few exceptions.

Your right to ACCESS You have the right to ask us to confirm whether or not we hold any of your personal information. If we do, you have the right to have a copy of your information and to be informed of the following:

  • Why we have been using your information.
  • What categories of information we were using.
  • Who we have shared the information with.
  • How long we envisage holding your information.

In order to maintain the security of your information, we will have to verify your identity before we provide you with a copy of the information we hold. The first copy of your information that you request from us will be provided free of charge, if you require further copies we may charge an administrative fee to cover our costs.

Your right to RECTIFICATION You have the right to have inaccurate personal data rectified. You may also be able to have incomplete personal data completed – although this will depend on the purposes for the processing. This may involve providing a supplementary statement to the incomplete data.
Your right to ERASURE Under certain circumstances you have the have the right to have personal data erased. Also known as ‘the right to be forgotten’. This could be if:

  • Under certain circumstances you have the have the right to have personal data erased. Also known as ‘the right to be forgotten’. This could be if:
  • You withdraw your consent for us to use the information (and we have no other legal reason to keep using it).
  • You object to us using your information and we have no overriding reason to keep using it.
  • We have used your information unlawfully.
  • We are subject to a legal requirement to delete your information.

In those situations, you have the right to have your personal data deleted. If you believe that one of these situations applies to you, please contacting us.

Your right to RESTRICT PROCESSING Under certain circumstances you have the right to request the restriction or suppression of your personal data. Restriction of processing means we are permitted to store your personal data, we are unable to use it. This right is available where:

  • You have informed us that the information we hold about you is inaccurate, and we have not yet been able to verify this.
  • You have objected to us using your information for our own legitimate interests and we are in the process of considering your objection.
  • We have used your information in an unlawful way, but you do not want us to delete your data.
  • We no longer need to use the information, but you need it for a legal claim.
Your right to DATA PORTABILITY You have the right to obtain a copy of your personal data for your own purposes. This allows you to move, copy or transfer your personal data more easily from one IT environment to another, safely and securely, without affecting the usability of the data.
Your right to OBJECT Sometimes, we use your personal information to achieve goals that will help us, you, or the other organisations that we work with. This includes when we tell you about products or services that are similar to ones you have already received; when we use your information to help us make our business better; and when we contact you to interact, communicate or to let you know about changes we are making.

We aim to always ensure that your rights and information are properly protected. If you believe that the way we are using your data is not justified due to its impact on you or your rights, you have the right to object. Unless we have a compelling reason to continue, we must stop using your personal data for these purposes.

You can tell us at any time that you would prefer that we do not use your information for direct marketing purposes. If you would not like to receive any direct marketing from us, please contacting us or use the links provided in any of our marketing communications.


Your right to be INFORMED You have the right to be informed about the collection and use of your personal data. Your right to be informed forms part of this policy, and provides the purposes for processing your data, our retention periods and who it will be shared with.
Your rights in relation to AUTOMATED DECISION-MAKING AND PROFILING Any automated decision-making or profiling we undertake is solely for the purpose of tailoring the information which we provide to you. We will not use automated decision-making or profiling to make decisions which will have a legal effect upon you or otherwise significantly affect you, and you have the right not to be subject to such decisions. If you have any concerns or questions about this right, please contacting us.

No nonsense life cover is just a few minutes.

Frequently asked questions

FAQs answered PDQ.

Select a question and all will be revealed.

Now. Death is unpredictable. You could die today or tomorrow. Having life insurance in place means your family are financially protected if the unexpected happens.

But that’s not the only reason. Life insurance gets more expensive the older you are. So, to get the best price, buy it now.

For example, £200,000 of cover until age 65 costs around £15 a month if you’re a 30-year-old non-smoker. It can be almost 3 times that amount when you’re 50.

We can’t tell you exactly how much you need – we’re all different. But you should consider choosing enough cover for ongoing living expenses, such as any outstanding mortgage, or a good few years in rent, and the monthly bills. Plus, any debts or loans you have, and don’t forget funeral costs.

You choose how long you want your policy to remain in place, anything from 5-40 years.

Most people choose to be covered until age 65, as that’s when they expect to retire. However, you can choose any age up to age 90, as long as you start the policy before your 65th birthday.

Level term is the most popular option. The amount of cover never changes. So, if you choose £200,000 of life insurance and you die in 10 years, we pay your family £200,000.

Decreasing term is designed to cover a mortgage. The payout amount decreases each month in line with your mortgage. The amount the cover goes down is equivalent to an annual interest rate of 8%. So, although the monthly cost you pay stays the same, decreasing cover is cheaper than level cover.

There are 2 options. You can either choose a joint life policy or 2 single life policies.

Although joint life policies tend to be a bit cheaper, they only pay out once. So, if one of you claims, the other is left with no life insurance in place.

The other option is for both partners to take out separate life insurance policies. That way if one of you dies your partner’s cover remains in place. Or if the relationship breaks down, you can both walk away with your policies intact. Separating a joint life policy isn’t always that easy.

We may be a new name in life insurance but we’re backed by some of the biggest names in the industry, so you can have complete trust in Bequest and our policies.

GenRe is one of the world’s leading reinsurers. They reinsure your policy so you can be confident we are always able to pay a claim.

Covéa is our underwriter. They have around 650,000 life and protection policies under administration in the UK.

Just call us on 020 3916 5433 and we’ll take it from there.

Check out our claims page for what to expect.

Life insurance is quite simple. If you die, we pay your claim. As long as you answered all the questions on your application honestly, you can sit back and relax safe in the knowledge you’re fully protected.

We know you were thinking it.

If Bequest were to close our doors, your policy is completely safe. Covéa, our partner, looks after the running of your policy today. So, they’d continue to do that if we were no longer around.

But we’re going nowhere.

We offer 3 Will options: Free Will, Will Plus, Premium Will.

Free Will is completely free. You don’t need to buy our life insurance to write a Free Will with us. But, if you do buy life insurance, we’ll give you our Premium Will completely free too.

Check out our Wills page for all the details.


All our Wills are written and checked by JP Estate Planning, an award-winning, UK-based, professional Will writer and estate planner.

So, what are you waiting for? Write your Will now.

There are lots of reasons why writing a Will is so important – such as naming your children’s guardians, protecting stepchildren, protecting the family home and making sure your inheritance is spent wisely.

Read our 6 reasons why a Will is well worth writing.