Select Page



FirstHomeCoach’s mission is to assist first-time home buyers purchase their first home. Central to this mission is our pledge to be transparent with you about the data we collect from you and how it is used.

We are committed to ensuring that the confidentiality and security of your information is protected. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.

The Site is owned and operated by Life Moments Ltd trading as FirstHomeCoach (“us”, “our”, “we”). We are committed to protecting the privacy of users of the Site. This Privacy Policy explains what information we may collect about you, how we will use it and the steps that we will take to ensure that such information is kept secure.

This Privacy Policy applies to the use of personal data by Life Moments Ltd site at and mobile and tablet apps – Android, iPhone and iPad apps (together, we refer to these as “The Site”). It applies to us and companies in the same group as us.

The Site contains links to other websites. Third party websites should have their own privacy policies and we recommend that you read such policies to find out how your personal details are protected. We are not responsible for the content or the privacy policies of these third party websites.


1. Information We Collect

2. How We Use Information

3. Who Do We Share The Information We Collect With?

4. Automated Decision

5. Transfer of Details Overseas

6. Your Rights

7. Retention of Personal Data

8. Contact Us

9. Changes to the Policy

1. Information We Collect

1.1. When you use this Site we collect details about you, which consist of:

(a) personal details (e.g. your name, date of birth);

(b) contact details (e.g. your email address, phone number, postal address);

(c) account information (e.g. username, password);

(d) device information (e.g. your computer’s IP address, MAC address, and other information collected from cookies and similar technologies);

(e) financial information from our partners, including MoneyHub (e.g. account balances, rental payment figures, missed rental payments). We will only receive this information if you have provided your consent to our partners providing this service; and

(f) credit score information from partners that provide credit scoring, including Experian (e.g. your credit score, actions which have affected your credit score).

We obtain many of these details directly from you (e.g. when your use our Site or otherwise communicate with us). We also obtain information from third parties as described above, and we also obtain some of these details via the use of cookies or other tracking technologies or when you register to purchase a particular product or service from us. For more information about such technologies, please see our Cookies Policy.

2. How We Use Information

2.1. We use the information we collect from you to provide our services to you in accordance with the Terms of Service (including providing any free trial we offer you). This involves using this information to help you improve your credit score by sharing it with third party credit reference agencies, and also to carry out analysis of your spending trends and to recommend particular mortgage products which may be suitable to you. We do this to meet our contractual obligations under the Terms of Service to provide the services you have requested.

2.2 In addition, we use your information for the following purposes:

(a) to conduct internal analysis in order to improve our products and services and the Site. This is to meet our legitimate business interests in developing the best product we are able to create;

(b) to verify your identity to allow you to log in to your account, in order to meet our contractual obligations to you;

(c) to enable you to share our content with others e.g. using our “Share this article” facilities on social media. We only provide this service where you have given your consent to sharing content in this way;

(d) to communicate with you, including by sending you marketing messages. We will only send marketing messages with your consent where required by law. You can unsubscribe from these messages at any time by email us using the details below or by using the ‘unsubscribe’ function in any message we have sent you; and

(e) in order to comply with legal obligations to which we are subject, for example financial reporting obligations.

(f) We also create anonymous records of the use of our Site, from which it is not possible, using any means available to us, to identify or single out you or any other individual. We may use this information for further purposes, including analysing user trends and patterns of use.

(g) Where we process your details in order to meet our legitimate business interests, you have the right to obtain more details about the interests we are pursuing and the measures in place to protect your rights. You can also object to those uses of your personal data. To do so, please contact us using the details set out below.

3. Who Do We Share The Information We Collect With?

3.1. As set out above, we share your details with third party credit scoring companies where you instruct us to, which score your credit history. These companies have their own privacy policies which explain how they use your details. You should review those privacy policies before instructing us to share your personal data in this way.

3.2 We also share your details with service providers and business partners that perform marketing services and other business operations for us. For example, we may partner with other companies to process secure payments, optimise our services, send newsletters and marketing emails, support email and messaging services and analyse information.

3.3 We may forward your personal details to the Police or another regulatory body or government authority if we are asked to do so or wish to do so in order to comply with the law or in relation to the investigation of suspected illegal activities or in relation to any suspected misuse by you of our web site or any or our web site services.

3.4 We may transfer, sell or assign any of the information described in this policy to third parties as a result of a sale, merger, consolidation, change of control, transfer of assets or reorganisation of our business. This is to meet our legitimate interests in managing our business most effectively.

4. Automated Decisions

4.1 We automatically process your details to make decisions about you and to create a ‘profile’ of you, which helps us target the sorts of mortgage and financial products that may be appropriate for you. These decisions are made by assessing your financial situation and your property intentions, and establishing which banks offer mortgage products that may be affordable and meet your criteria. We note that this profiling can guide you to the sorts of products that may be appropriate, but does not prevent you from accessing other types of mortgage products through banks directly.

4.2 When we share your details with credit scoring agencies, they take decisions about you credit score on an automated basis, which have a substantial effect on you. In particular, you should be aware your credit score may go down as well as up. You have rights in relation to these sorts of automated decisions made by the credit scoring agencies, including the right to challenge a decision and obtain human intervention. You can learn more about these rights and how to exercise them in the privacy notices of the credit scoring agencies.

5. Transfer of Details Overseas

5.1 Given the global nature of the Internet, use of the Internet to collect and process personal details may involve the transmission of data internationally, including to countries outside the European Economic Area which may not be regarded as providing an adequate level of protection. When we do so, we ensure that any third party to whom your personal details are transferred will take appropriate steps to safeguard your personal details (including through contractual commitments or other mechanisms permitted by applicable law). For more information about the safeguards in place, please contact us at

6. Your Rights

6.1. You have certain rights regarding your personal information, subject to local law. These include the following rights to:

(a) access your personal information

(b) rectify the information we hold about you

(c) erase your personal information

(d) restrict our use of your personal information

(e) object to our use of your personal information

(f) receive your personal information in a usable electronic format and transmit it to a third party (right to data portability)

(g) lodge a complaint with your local data protection authority.

6.2 If you wish to unsubscribe from our main mailing list click here.

6.3 If you wish to unsubscribe from our competition mailing list click here.

If you would like to discuss or exercise such rights, please contact us at

6.4 We encourage you to contact us to update or correct your information if it changes or if the personal information we hold about you is inaccurate.

6.5 We will contact you if we need additional information from you in order to honour your requests. 

7. Retention of Personal Data

7.1 We will keep your personal information for as long as we have a relationship with you (for example, for as long as you have an account). Once our relationship with you has come to an end, we will retain your personal information for a period of time that enables us to: maintain our business records for analysis and/or audit purposes; comply with record retention requirements under the law; defend or bring any legal claims; and deal with any complaints.

7.2 We will delete your personal information when it is no longer required for these purposes. If there is any information that we are unable, for technical reasons, to delete entirely from our systems, we will put in place appropriate measures to prevent any further processing or use of the data.

8. Contact Us

Life Moments Ltd., trading as FirstHomeCoach with Data Protection Registration reference ZA457948, is the controller primarily responsible for use of your details. If you have any questions or concerns about the ways in which your details have been used, please contact

We are committed to working with you to obtain a fair resolution of any complaint or concern about privacy. If, however, you believe that we have not been able to assist with your complaint or concern, you have the right to make a complaint to the data protection authority of the country in which you live using their website.

9. Changes to the Policy

You may request a copy of this privacy notice from us using the contact details set out above. We may modify or update this privacy notice from time to time. You will be able to see when we last updated the privacy notice because we will include a revision date. Changes and additions to this privacy notice are effective from the date on which they are posted.