1. Who We Are
Apex Academy ("we", "us", "our") provides specialist 11+ tutoring services in Walsall, United Kingdom. We are the data controller responsible for your personal information.
2. Information We Collect
We may collect and process the following personal data:
- Parent/guardian details: name, phone number, email address, postal address
- Student details: name, age/year group, current school, academic information relevant to 11+ preparation
- Enquiry and contact data: messages submitted via our contact form, chatbot, email or phone
- Technical data: IP address, browser type, device information and cookies (see Section 9)
- Payment information: processed securely by our payment provider; we do not store full card details on our servers
3. How We Use Your Information
We use personal data to:
- Respond to enquiries and provide information about our 11+ programmes
- Process enrollments, assessments and tuition bookings
- Communicate about timetables, progress reports and academy updates
- Meet legal, safeguarding and regulatory obligations
- Improve our website and services
- Send intake alerts or relevant information where you have consented or where we have a legitimate interest
4. Lawful Basis for Processing
Under UK GDPR we rely on the following lawful bases:
- Contract: to deliver tutoring services you have requested
- Legitimate interests: to respond to enquiries and operate our business securely
- Legal obligation: safeguarding, tax and record-keeping requirements
- Consent: for optional marketing communications and non-essential cookies
5. Sharing Your Information
We do not sell your personal data. We may share information only where necessary with:
- Email and hosting providers who support our website and communications
- Payment processors for fee collection
- Professional advisers (e.g. accountants or legal advisers) where required
- Local authorities or safeguarding bodies if we have a legal duty to report a concern
All third parties are required to handle data securely and only for specified purposes.
6. Data Retention
We retain personal data only for as long as necessary:
- Enquiry records: up to 24 months unless an enrollment follows
- Student and enrollment records: for the duration of tuition plus 6 years for legal and accounting purposes
- Safeguarding records: retained in line with statutory guidance and our safeguarding policy
- Marketing consent records: until you withdraw consent or we no longer contact you
7. Your Rights
Under UK data protection law you have the right to:
- Access the personal data we hold about you
- Request correction of inaccurate data
- Request erasure in certain circumstances
- Restrict or object to processing in certain circumstances
- Request data portability where applicable
- Withdraw consent at any time for consent-based processing
To exercise your rights, contact info@apex-academy.uk. You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.
8. Data Security
We implement appropriate technical and organisational measures to protect personal data against unauthorised access, loss or misuse. This includes secure hosting, access controls and staff confidentiality obligations.
9. Cookies
Our website may use cookies and similar technologies to:
- Enable essential site functionality and security (e.g. CSRF protection)
- Remember preferences and improve user experience
- Understand anonymous usage patterns to improve our site
Essential cookies are necessary for the website to function. Non-essential cookies, where used, will only be applied with your consent where required by law. You can control cookies through your browser settings.
10. Children's Data
Our services relate to children under 18. We collect children's information only through parents or legal guardians, or directly from parents/guardians on behalf of their child. We apply enhanced safeguarding standards as set out in our DBS & Safeguarding Policy.
11. International Transfers
We primarily store and process data within the United Kingdom. If any data is transferred outside the UK, we ensure appropriate safeguards are in place as required by UK GDPR.
12. Changes to This Policy
We may update this Privacy Policy from time to time. The latest version will always be published on this page with the updated date shown above.
13. Contact Us
For any privacy-related questions, contact us at:
Email: info@apex-academy.uk
Phone: +44 7455 188335
Post: Apex Academy, 28 Hollyhedge Ln, Walsall WS2 8PT, United Kingdom