Privacy Policy
This policy explains how we collect, use and protect your personal information when you use Business Funding Alliance, and the rights you have over your data.
Last updated: 10 September 2026
In short: when you request offers, we pass your details to a panel of lenders and brokers so they can compete for your business. We only share what is needed to get you offers, and you can ask us to stop or delete your data at any time.
1. Who we are
Business Funding Alliance is a trading style of General Growth Ltd (“we”, “us”, “our”), the data controller responsible for your personal data. We are a credit introducer — not a lender — and we introduce business finance applications to a panel of lenders and brokers who compete to fund your request.
General Growth Ltd
12 Lynmouth Gardens, Heston
Middlesex, TW5 9DZ
Email: aman@11xleads.com
2. The information we collect
When you complete our form or contact us, we may collect:
- Contact details — your name, business name, email address and phone number.
- Business and funding details — the amount you want to borrow, what it is for, your trading time, turnover and similar information needed to match you to lenders.
- Technical data — your IP address, device and browser type, and how you interact with our site, collected through cookies and similar technologies.
- Communications — any messages or information you send us.
We do not carry out a hard credit search. The initial options check uses a soft search that does not affect your credit score.
3. How we use your information and our lawful basis
- To match you with finance and pass your request to lenders and brokers — on the basis of your consent and to take steps at your request before entering a contract.
- To contact you about your enquiry (by phone, email or SMS) — on the basis of consent and our legitimate interest in responding to you.
- To operate, secure and improve our website — on the basis of our legitimate interests.
- To send marketing about relevant funding products — on the basis of your consent, which you can withdraw at any time.
- To meet legal and regulatory obligations — on the basis of compliance with a legal obligation.
4. Who we share your information with
To find you funding, we share the details you provide with:
- Our panel of lenders, brokers and finance providers, who use your information to assess your request and make you offers. Once your details are passed to a lender or broker, they act as a separate data controller and their own privacy policy applies.
- The technology platform that powers our funding widget (FundSmart), which processes your submission on our behalf.
- Service providers who help us run our business, such as hosting, analytics and communications suppliers, acting as our processors.
- Regulators, law enforcement or other authorities where we are required to do so by law.
We do not sell your personal data.
5. Marketing
Where you have agreed, we and our chosen partners may contact you about funding products by phone, email or SMS. You can opt out at any time by using the unsubscribe link in any email, replying STOP to a text, or emailing aman@11xleads.com.
6. Cookies and tracking
We use cookies and similar technologies to make the site work, understand how it is used, and measure and improve our advertising (including through platforms such as Meta). You can control non-essential cookies through your browser settings. Blocking some cookies may affect how the site works.
7. How long we keep your information
We keep your personal data only for as long as necessary for the purposes above — typically for the duration of your enquiry and for a reasonable period afterwards to handle follow-up, meet our legal and regulatory obligations, and resolve disputes. When it is no longer needed, we securely delete or anonymise it.
8. Where your data is stored
Your data is stored and processed in the UK and, where relevant, the European Economic Area. If any data is transferred outside the UK/EEA, we take steps to ensure it is protected by appropriate safeguards recognised under UK data protection law.
9. Your rights
Under UK GDPR you have the right to:
- access the personal data we hold about you;
- have inaccurate data corrected;
- have your data erased;
- restrict or object to our processing;
- data portability;
- withdraw consent at any time (this does not affect processing already carried out).
To exercise any of these rights, email aman@11xleads.com. We will respond within one month.
10. Complaints
If you have a concern, please contact us first so we can try to put it right. You also have the right to complain to the UK’s data protection regulator, the Information Commissioner’s Office (ICO), at ico.org.uk or on 0303 123 1113.
11. Changes to this policy
We may update this policy from time to time. Any changes will be posted on this page with a revised “last updated” date.
12. Contact us
For any questions about this policy or your personal data, contact General Growth Ltd at aman@11xleads.com or by post at 12 Lynmouth Gardens, Heston, Middlesex, TW5 9DZ.
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