Last updated: 6 July 2026
This Privacy Policy explains how AD Business Services Ltd, trading as Accounts Direct, uses personal information when you use this website, request a Business Health Check, book a call, contact us, or become a client.
This policy covers the website and our enquiry, reporting and booking workflows. If you become a client, our engagement letter and any client-specific privacy information will also apply.
Who We Are
AD Business Services Ltd is the data controller for the personal information described in this policy.
Company registration number: 16044267
Registered office: 1 Lowry Plaza Digital World Centre, The Quays, Salford, Manchester, United Kingdom, M50 3UB
Email: hello@accountsdirect.co
Information We Collect
The information we collect depends on how you use the site.
Information you give us
- Your name, email address, phone number, company name, trading name, website and company number.
- Information submitted through the Business Health Check, quote, contact, referral or booking forms.
- Preferred callback dates and times, booking notes and messages you send to us.
- Consent records, preferences and any unsubscribe or opt-out requests.
Information we create or add
- Company match information, such as matched company name, company status, registered office, filing dates and public-register references.
- Business Health Check records, report status, generated report or infographic links, internal review notes and delivery records.
- Lead, booking, campaign, email and workflow records created by our internal DevMuse Nexus tools.
- Records of emails sent, callback requests, failed sends, suppression records and follow-up outcomes.
Information from public sources
Where relevant to a Business Health Check, enquiry, lead review or client conversation, we may use public business information from sources such as Companies House, public registers, your company website and other publicly available business sources. This may include company status, filing history, accounts dates, confirmation statement dates, registered office information, charges and other public filing signals.
Technical and cookie information
When you use the site, we may collect technical information such as IP address, browser type, device information, pages visited, referral source, form source URL, user agent, cookie consent preferences and basic server logs. Some of this is collected by WordPress, our hosting provider, CookieAdmin, Google Site Kit/Google Analytics where enabled, security tools and email delivery tools.
How We Use Your Information
We use personal information for these purposes:
- To respond to enquiries, prepare a Business Health Check, provide a report or infographic, and contact you about your request.
- To match your submitted company details with public company information and generate an initial business review.
- To review generated outputs before they are sent or used in follow-up.
- To book, manage, reschedule or follow up on callback appointments.
- To manage leads, referrals, campaign follow-up and email delivery.
- To provide accountancy, tax, bookkeeping, company secretarial or advisory services if you become a client.
- To maintain website security, prevent spam or abuse, troubleshoot technical issues and keep audit records.
- To understand website performance and improve the site where you have accepted analytics cookies.
- To meet legal, regulatory, accounting and tax obligations.
Our Lawful Bases
Under UK data protection law, we must have a lawful basis for using personal information. Depending on the context, we rely on:
- Legitimate interests to respond to business enquiries, prepare requested Health Checks, use relevant public company information, manage leads and bookings, improve our services, secure the site and keep appropriate business records.
- Consent where you agree to be contacted about a Business Health Check, accept non-essential cookies, or opt in to certain marketing communications.
- Contract where we need the information to take steps before entering into an engagement or to provide services under an engagement letter.
- Legal obligation where we must keep accounting, tax, regulatory, anti-money laundering or compliance records.
You can object to processing based on legitimate interests, and you can withdraw consent at any time where we rely on consent.
Automated and AI-Assisted Tools
We use internal workflow tools, including DevMuse Nexus modules, to help match companies, review public records, generate draft Business Health Check reports or infographics, manage follow-up tasks and prepare email delivery. These tools may use automated processing and AI-assisted drafting.
The outputs are intended to support an initial business conversation. They do not make legal, financial, credit, employment or similarly significant decisions about you. We do not use the website to make solely automated decisions that produce legal or similarly significant effects.
Cookies and Analytics
We use cookies and similar technologies to run the site, remember consent choices, protect forms from misuse and understand site performance.
- Strictly necessary cookies are used for core website functions, security, consent management and WordPress operation.
- Analytics and performance cookies may be used through tools such as Google Site Kit/Google Analytics, but only where they are enabled and consent is required and obtained.
- Consent records may be stored by CookieAdmin so the site can remember and evidence your choices.
You can change cookie preferences through the cookie banner or your browser settings. Non-essential cookies should not be used unless the required consent has been given.
Who We Share Information With
We only share personal information where there is a sensible business, service or legal reason to do so. This may include:
- Website hosting, security, backup, support and maintenance providers.
- Email delivery and communications providers, including SMTP2GO and our internal mail workflow tools.
- Analytics, cookie consent and website measurement providers, including Google tools and CookieAdmin where enabled.
- Professional advisers, insurers, auditors, regulators, HMRC, Companies House or law enforcement where required or appropriate.
- DevMuse Nexus workflow modules used by us to process Health Checks, reports, campaign tasks, bookings and mail delivery.
- A purchaser, successor or adviser if we reorganise, sell or transfer part of the business.
We do not sell your personal information.
International Transfers
Some service providers may process information outside the UK. Where this happens, we rely on appropriate safeguards such as UK adequacy regulations, the UK International Data Transfer Agreement, UK addendum to EU standard contractual clauses, or equivalent protections required by law.
How Long We Keep Information
We keep personal information only for as long as it is needed for the purposes described above, including legal, accounting, regulatory and dispute-resolution purposes.
- Business Health Check, enquiry, report and booking records are normally kept for up to 24 months after the last meaningful interaction, unless you become a client or a longer retention period is needed.
- Client records are normally kept for at least 7 years after the end of the relevant engagement, or longer where required by law or professional obligations.
- Marketing preference, consent and suppression records may be kept for as long as needed to respect your choices and evidence compliance.
- Technical logs, security logs and cookie consent records are normally kept for a shorter period, usually between 6 and 24 months depending on the tool and purpose.
Your Rights
Under UK data protection law, you may have rights to:
- Ask for a copy of your personal information.
- Ask us to correct inaccurate or incomplete information.
- Ask us to delete information where there is no good reason for us to keep it.
- Ask us to restrict or object to certain processing.
- Ask for information you provided to be transferred in a reusable format, where that right applies.
- Withdraw consent where we rely on consent.
- Complain to the Information Commissioner’s Office.
To exercise your rights, contact us at hello@accountsdirect.co. We may need to verify your identity before responding.
You can also contact the Information Commissioner’s Office at ico.org.uk/make-a-complaint.
Security
We use reasonable technical and organisational measures to protect personal information. No website or email system is completely secure, so please do not send highly sensitive information through open website forms unless we specifically ask for it through an appropriate channel.
Children
This site and our services are intended for businesses and adults. We do not knowingly collect personal information from children through the website.
Changes to This Policy
We may update this Privacy Policy as the site, tools or services change. The latest version will be posted on this page.