Privacy
What we collect, where it goes, and how long we keep it.
Last updated Mon 5th Oct 2026.
Who we are
Practice Value is operated by AA2 Ltd, registered in England and Wales, company number 10899773. AA2 Ltd is the data controller for information you submit. Its registered office is 68 Bowman House Whitehill Lane, Royal Wootton Bassett, Swindon, Wiltshire, England, SN4 7DB.
Contact martin@practicevalue.co.uk about your information or this policy.
Calculations and saved progress
The valuation calculations run in your browser. Your report appears on screen and can be printed or downloaded; we do not promise an emailed PDF.
The calculator saves your answers, any contact details entered and your current section in this browser so you can resume on the same device. Starting again from the resume prompt or completing a report clears the saved progress record. You can also clear this site's stored data through your browser settings.
Old progress may no longer be offered for resumption; that does not automatically erase browser storage. On a shared device, clear saved progress when you have finished.
Information the browser can send
Calculating locally does not mean that nothing leaves your device. As you continue or generate a report, the browser can send entered practice details and calculated results to Practice Value, together with any name and email address you have entered.
Those details can include funds under advice, charges and income, client numbers and age mix, retention, concentration, team and authorisation information, investments, transferability, sale preferences and compliance answers. Generating an on-screen report does not confirm that a submission has reached us or been stored.
Contact and introduction requests are optional. If you submit one, it can include your name, email address, phone number, preferred contact times and your message, alongside your practice details. Please email us directly if you need a reply and have not received confirmation.
When you generate a report or ask for an introduction, the calculator runs a security check provided by Cloudflare Turnstile, which confirms the request comes from a person and not automated software. For that check Cloudflare receives your IP address and technical information about your browser. It protects the form from abuse, so it runs whatever your analytics choice, and it is not used for analytics or advertising. Read Cloudflare's privacy policy.
We use information received to respond to your request and discuss a possible introduction. Our stated basis for handling those enquiries and relevant practice details is our legitimate interest in answering a request you have made. We do not use the calculator to make an automated decision about you.
Browsing and optional analytics
You can read the guides without providing contact details. Our hosting service receives the technical information needed to deliver pages, including your IP address and browser request.
If you accept optional analytics, Google Analytics 4 (GA4) measures page use and selected calculator steps. Microsoft Clarity records interactions such as clicks and scrolling for session replay, helping us understand where a page is difficult to use.
Google and Clarity are not loaded before acceptance or after an initial rejection. The site is configured to mask page text, calculator answers, forms and reports in Clarity, and to exclude entered figures and contact details from analytics events. Advertising consent stays denied.
Accept and Reject are equally available. Your choice is remembered in this browser; use Cookie settings in the footer to change it. Withdrawing acceptance stops collection and reloads the page with analytics rejected.
Our cookies policy explains the controls and links to the vendors' information.
Who handles information
Our hosting, database and communications providers may process information needed to operate the site and handle requests. Cloudflare runs the security check on the calculator. Google and Microsoft receive analytics information only when you accept optional analytics. We do not sell your information or share it with advertisers.
We discuss an introduction with you before sharing your details with a receiving firm. Provider processing may involve locations outside the UK; the vendors' privacy information explains their processing and transfer arrangements.
How long we keep records
Our retention policy for report submissions received is 24 months from submission, unless you go on to an active conversation with us. For an ongoing relationship, we retain correspondence for its duration and for 6 years afterwards for legal record-keeping.
This policy does not mean every attempted submission is stored. Browser progress remains under your control, and analytics records follow the relevant provider settings and privacy terms.
Your rights
You can ask for a copy of information we hold, ask us to correct or delete it, or object to processing based on legitimate interests. Depending on the circumstances, you can also ask us to restrict processing or provide a portable copy. Email martin@practicevalue.co.uk and we will respond to your request.
You can complain to the Information Commissioner's Office if you are unhappy with how your information is handled.