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Privacy Policy


Fable (“Fable Life Limited”, “we” “us”, and “ours”) is a Proptech solution for first-time buyers, enabling them to own their first home faster and without the need for a deposit .We are a limited company registered in England and Wales under company number 11509860 and our registered office is at International House, 36-38 Cornhill, London, England, EC3V 3NG

What information we collect and how we use it

When you submit a contact form on our website

When you fill out a contact form we collect your first and last name, email address, and message content. This information is used to  respond to your question.

We use this information on the basis of consent to respond to your enquiry and provide you with any further information as you have requested. 

We will retain the information on the basis of legitimate interests to track the types of enquiries we receive to help us understand the needs and interests of our visitors.

We do not routinely delete this data as it helps us understand if we are delivering real improvements to our website and to understand the needs and interests of our visitors. 

If you would like us to delete your information once we have answered your query, please advise us of this in the contact request submission.

When you register your interest in our services

Where you have registered your interest in our services, we collect your first and last name, telephone number, email address, date of birth and the responses to verification questions (e.g. around your income). This information is used to provide you with further information and initiate the process to engage in our services.

We will use this information on the basis of consent to provide you with further information. 

If you wish to proceed and enter into an agreement with us, then this information (and other details we will collect as required) will be used on the basis of contractual requirements to process your application. Please see the Automated decision making and profiling section below.

It should be noted that if you wish to enter into an agreement with us, we will require the information listed here, along with some additional information, in order to process your application. We are unable to process your application without this information.

We will retain this information for as long as required to meet our business requirements and any legal obligations. The duration of this will vary depending on if you enter into an agreement with us or not. 


When you enter and use our website and agree to accept cookies, some of these cookies may contain your personal information. Information can include the IP address of your computer/the proxy server you use to access the Internet, your Internet service provider’s name, your web browser type, the type of mobile device, your computer operating system, and data about your browsing activity when using our website. We use all this information to analyse trends among our users to help improve our website.

We use this information on the basis of consent when you accept the use of cookies on the website.

We use the following types of cookies:

  • Essential/necessary cookies. These are cookies that are required for the operation of our website. They include, for example, cookies that are essential for the security of the website and visitor. These cookies will always be added to your device.

If you choose to reject cookies, the following types will not be placed on your device:

  • Analytical/performance cookies. They allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works and analyse how you interact with our website after we’ve emailed you.
  • Functional cookies. These are used to recognise you when you return to our website. This enables us to personalise our content for you (for example content relevant to your region) and remember your preferences (for example, your choice of language or region).

Automated decision making and profiling

It is necessary for us to undertake some automated processing to assist us in making decisions about providing our services to you. When we do this, we will advise you of the processing to be undertaken, who by and it will only be using information you have provided or where we have advised you what information will be checked or accessed. Using the right of access (see the “Your rights” section below) you will be able to request a copy of the information we hold about you as part of your profile for decision making purposes. 

We do not rely on entirely automated decision making; in each case your profile will be reviewed by one of our team in order to arrive at a final decision. If you are unhappy with the decision and believe we have made an error, you are able to request a review and the opportunity to provide any information that may affect the decision. To do this please email

We do not use special category data in our automated decision making or profiling activities. 

These activities are carried out in accordance with Article 22(1) of the GDPR and are processed on the basis of contractual purposes.

Who information is shared with or sold to

The first thing to make 100 percent clear - we do not and will not ever sell your personal information.

There are occasions, though, when we need to share your information in order to deliver our services to you. These are broken down into 2 categories:

Publicly available

These are third parties that are utilised as part of our public presence and marketing activity. Please find these listed below:

Third party
Reason for sharing
Privacy policies
Webflow CMS
Website Hosting
Google Analytics
Website traffic analytics

Commercially sensitive

These are third parties and partners that we have commercial agreements with to help us provide the Fable service to you. To help us preserve the integrity of our business, we do not provide the full details of these partners in this privacy policy. 

If you choose to enter into an agreement with us, we will provide the full details of these partners before we send them your information. You can find a summary of the types of businesses below:

  • Credit and tenant reference agencies
  • Legal advice and guidance
  • Property Management Service Providers

International Transfer

On occasion, some processing of your personal data may involve a transfer of data outside the UK, although we will only transfer data to servers within the UK and EEA where possible. Should we need to transfer your personal data out of the UK and EEA, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:

  • The third-party country has been deemed to provide an adequate level of protection for personal data by the Secretary of State
  • Where an appropriate legal transfer mechanism such as Standard Contractual Clauses have been agreed

For more information about this, please contact us using the details at the bottom of this policy.

Your rights

You have various rights in relation to your personal information – these are set out in detail below:

Access to Personal Information

You have the right to access the personal information we hold about you (commonly known as a “data subject access request”). You will not have to pay a fee to access your personal information or to exercise any of your other rights. However, if we feel that your request is unfounded, repetitive or excessive, we may charge a reasonable fee or we may let you know that we are unable to comply with your request.

Correction of Personal Information

You have the right to request correction of the personal information that we hold on you. If you are aware of any information that we hold that is incorrect or incomplete, please let us know and we will correct it. We may first need to verify the accuracy of the new information you provide to us, and then we will make the correction.

Removal of Personal Information

You have the right to request the erasure of your personal information (commonly known as “the right to be forgotten”). This enables you to ask us to delete your personal information when we no longer need it. You may also ask us to delete your personal information where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal information to comply with a legal obligation. However, we may not be able to comply with your request for erasure, for example, if we are required to retain your personal information for legal reasons, or if that data is required to provide you with a service you have requested. We will let you know if this is the case.

Request Restriction of Processing

You have the right to request that we restrict processing of your personal information. You may ask us to suspend the processing of your personal information in the following scenarios:

  • if you do not think the data we hold is accurate, whilst we verify its accuracy;
  • where our use of the data is unlawful but you do not want us to erase it;
  • where we no longer need to process it but you require us to store it in relation to a legal claim; or
  • if you have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it

Data Portability

You have the right to request your personal information be transferred to you or to a third party. Wherever feasible, we will provide you with your personal information in a structured, commonly used, machine-readable format. Please note that this right only applies to information which you have provided us, and which we process by automated means and use to perform a contract with you.

Object to Processing

You have the right to object to us processing your personal information for direct marketing purposes. You also have the right to object where we are relying on a legitimate interest, but you feel the processing impacts on your fundamental rights and freedoms.

Withdrawal of Consent

You have the right to withdraw consent at any time where we are relying on consent to process your personal information that is not related to providing a service you have requested (for example, for marketing purposes). However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. 

Other information about your rights

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal information or to exercise any of your other rights. This is a security measure to ensure that personal information is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

We will respond to all legitimate requests within 30 days of receipt and, in the majority of cases, achieve a satisfactory resolution within that time period. Occasionally it may take us longer than a month if your request is particularly complex or you have made multiple requests. In this case, we will notify you and keep you updated.

Making a complaint to the supervisory authority (ICO)

If you are unhappy about the way we have processed your personal information for any reason, please email us in the first instance to see if we can resolve your complaint. If you are still unhappy, you can contact the Information Commissioner's Office as the statutory body which oversees data protection law –

Our ICO registration details

Registration Number: ZB316190

Data Controller: Fable Life Limited

Address: 36-38 Cornhill, London, EC3V 3NG

Full Details:

Contacting Fable

If you would like further information on this policy, withdraw consent, exercise your rights under GDPR, or to make a complaint please contact us at