Privacy notices
Website Privacy Policy
Updated: October 2026
1 Who we are
We are Alina Care Ltd., trading as Alina Homecare. Our address is Manor House, Church Street, Leatherhead, Surrey KT22 8DN.
We are committed to protecting the privacy and security of your personal information in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 (together “UK data protection laws”). We know that there’s a lot of information here, but we want you to be fully informed about who we are, how and why we collect, store, use and share personal information, your rights in relation to your personal information and on how to contact us and other organisations in the event you have a complaint. Please see the section on ‘Your rights’ for more information.
In order to run our website and provide information about our care and support services to prospective customers and clients, we collect and use certain personal information about you. Personal information means any information about you from which you can be identified, but it does not include information where your identity has been removed (anonymous data). As the ‘controller’ of personal information, we are responsible for how that data is managed. UK Data Protection laws set out our obligations to you and your rights in respect of how we manage your personal information.
2 Scope of this policy
This privacy policy applies to personal data collected through our website (alinahomecare.com) and all other enquiry channels including (but not limited to):
- Website browsing and analytics
- Contact forms and enquiry submissions
- Live chat interactions
- Newsletter subscriptions
- PDF downloads and brochure requests
- Care cost quotation requests
Separate privacy notices apply to:
- Service Users
- Employees
- Job applicants (see jobs.alinahomecare.com/privacy)
3 What personal data we collect on our website & why
We use your personal data to do business with you. In particular, your personal data may be used by us, our employees and disclosed to some third parties. Many enquiries come from a family member, friend or loved one on behalf of the person who needs care. If you give us information about someone else, we ask that you tell them we hold it. We use it only to respond to the enquiry and to arrange care. If we have your details but have not heard from you directly, we obtained them from the person who made the enquiry, and you have all the rights set out in section 9. You can ask us to stop contacting you at any time. When we process your personal data, we must have a lawful basis for doing so. These are summarised below:
| Type of data | Description |
|---|---|
| Legitimate interests | Means the interest of our business in conducting and managing your data to give you the best possible service and experience. We consider any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. |
| Performance of a contract | Means processing your data where necessary for the performance of a contract to which you are a party or to take steps at your request before entering such a contract. |
| Legal or regulatory obligation | Means processing your data where necessary for compliance with a legal or regulatory obligation to which we are subject. |
| Vital interests | Means processing your data where necessary to protect someone’s vital interests (e.g. life or death) |
| Means processing your data where we have your valid consent |
Our data collection purposes are outlined below:
| Data Type | What We Collect | Purpose | Legal Basis (UK GDPR) |
|---|---|---|---|
| Contact Details | Name, email address, telephone number, postcode/postal address | Responding to enquiries and providing service information | Legitimate Interests |
| Enquiry Information | Care needs (limited to what is strictly necessary only for the purpose of providing a quote), preferences, family circumstances | Processing care consultation requests and providing quotations | Contract Performance |
| Communication Records | Messages via contact forms, live chat conversations | Customer service, quality improvement, and enquiry management | Legitimate Interests |
| Website Analytics | Page views, time spent, user journey, device information, IP address | Website improvement and performance analysis | Legitimate Interests |
| Call Tracking Data | Phone numbers called, call duration, recordings and transcriptions, enquiry source attribution (via CallRail) | Marketing effectiveness measurement and business development | Legitimate Interests |
| Cookies & Tracking | As detailed in our separate Cookies Policy | Enhanced website functionality and analytics |
4 Who we share your data with
We may share your personal data with third parties including (but not limited to):
a Service Providers
- Automation software: Automated data transfer between our systems
- Call tracking software: Call tracking, recording, and attribution analysis
- CRM: Customer relationship management and enquiry processing
- Email Services: For sending newsletters and marketing communications
- Google Ads, Facebook Ads & Microsoft Ads: We use Enhanced Conversions to measure the effectiveness of our advertising campaigns. This involves the use of first-party data (such as email addresses or phone numbers) which is securely encrypted before transmission to Google. Data is processed based on your consent, which you may withdraw at any time via our cookie settings or Google’s Ad Settings.
- Google Analytics: Website performance analysis (with consent)
- Live Chat: Real-time website support and communication
- Microsoft Clarity: Website usability analysis and session recordings
- SEO software: Website analytics and performance monitoring
b Other Recipients
- Other companies and entities within the Alina Care Ltd. group
- Legal and regulatory authorities when required by law
- Potential business purchasers in case of merger or acquisition (with appropriate safeguards)
- Professional advisors (lawyers, accountants, insurers) for business purposes
5 International Transfers
Some of our service providers may transfer data outside the UK/EEA. Where this occurs, data protection is provided via adequacy decisions or other appropriate safeguards to offer a comparable level of protection. For further information please contact our DPO at the details below.
6 How we use automated tools and AI
We do not make decisions about you that are based solely on automated processing and that produce legal effects or similarly significant effects. We do use automated tools, including AI, to transcribe and summarise and categorise enquiries so that they reach the right branch. A member of our team reviews every enquiry.
7 How long we keep your data collected from our website
We will only retain your personal information for as long as necessary to fulfil the purposes we collected it for. Details of retention periods for different aspects of your personal information are set out in our retention schedule which is available on request by emailing us at info@alinahomecare.com. To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and the applicable legal requirements.
8 Protecting your data
We have appropriate security measures in place to prevent personal information from being accidentally lost, used or accessed in an unauthorised way. We limit access to your personal information to those who have a genuine business need. Those processing your information will do so only in an authorised manner and are bound to confidentiality. We have procedures in place to deal with any suspected data security breach. We will notify you and applicable regulators of suspected data security breaches where legally required to do so.
9 Your rights
Under UK GDPR, you have the following rights:
a Access and Portability
- Right of access: Request copies of your personal data
- Data portability: Receive your data in a structured format
b Correction and Deletion
- Rectification: Correct inaccurate personal data
- Erasure: Request deletion of your personal data (subject to legal obligations)
c Processing Controls
- Restrict processing: Limit how we use your data
- Object to processing: Object to processing based on legitimate interests
- Withdraw consent: For consent-based processing (e.g., marketing communications)
d How to Exercise Your Rights
Contact us at:
- Email: info@alinahomecare.com
- Phone: 01372 362303
- Post: Data Protection Officer, Alina Homecare Ltd., Manor House, Church Street, Leatherhead, Surrey KT22 8DN
We will respond to your request within one month of receiving your request, in line with our Subject Access Request policy.
10 Marketing communications
You may receive marketing communications from us if you have previously requested information from us relating to our services or have purchased our services and you have not opted out of receiving the marketing communications.
You can ask us to stop sending you marketing communications at any time by following the opt-out links within any marketing communication sent to you or by emailing info@alinahomecare.com or calling 01372 362303.
If you opt out of receiving marketing communications, you will still receive service-related communications that are essential for administrative or customer service purposes for example relating to scheduling care visits, invoicing, updates to our Terms and Conditions, checking that your contact details are correct.
11 Data security
We implement appropriate technical and organisational measures to protect your personal data, including:
- Encryption of data in transit
- Access controls and user authentication
- Regular security monitoring and vulnerability assessments
- Staff training on data protection requirements
- Secure data storage with reputable cloud providers
- Incident response procedures for data breaches
12 Data Breach Notification
If a data breach is likely to result in high risk to your rights and freedoms, we will notify you within 72 hours of becoming aware of the breach, as required by UK GDPR.
13 Cookies and tracking
We use cookies and similar technologies as detailed in our separate Cookies Policy. This includes:
- Essential cookies for website functionality
- Analytics cookies with your consent
- Marketing cookies for advertising effectiveness (with consent)
14 Third-party websites
Our website may contain links to third-party websites. We are not responsible for the privacy practices of these external sites. Please review their privacy policies before providing any personal data.
15 Changes to this policy
We may update this privacy policy periodically.
- Significant changes will be highlighted prominently on our website
- Minor updates will be reflected in the “Updated” date
- Continued use of our website constitutes acceptance of any changes
16 Complaints
If you are not satisfied with how we handle your personal data, you can:
Contact our Data Protection Officer (DPO):
- Phone: 01372 362303
- Address: Manor House, Church Street, Leatherhead, Surrey KT22 8DN
- Data Protection Enquiries: info@alinahomecare.com
Lodge a complaint with the Information Commissioner’s Office (ICO):
- Website: ico.org.uk
- Phone: 0303 123 1113
- Address: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF
