Privacy Policy

1. Who we are

This website is operated by Eamonn Walsh trading as The Financial Farmer, a sole trader. Eamonn Walsh trading as The Financial Farmer is the data controller for the personal information described in this policy, which means we decide how and why it is used.

• Data controller: Eamonn Walsh trading as The Financial Farmer
• Postal address: Swinford Road, Foxford, Co. Mayo, F26 TW83, Ireland
• Email: eamonn@thefinancialfarmer.ie
• Phone: 087 425 6365

2. Information we collect on this website

This section covers information collected directly through this website. The waiting list, the Self-Assessment, session bookings, our email list and the services that handle payments and scheduling are covered in section 3.

When you send an enquiry through our contact form

The contact form asks for:

• your name
• your email address
• your phone number, if you choose to give it
• the type of enquiry
• your message

The form also records the date and time it was sent. It is processed by Netlify, which hosts this website. When handling a submission, Netlify may also process technical information such as your IP address, browser type (user agent) and the page you came from (referrer), including to filter out spam.

We use this information to reply to your enquiry and to manage our communications with you. Sending an enquiry does not add you to any mailing list or marketing communications.

We also keep a short internal enquiry record (see below) with your name, email address, the type of enquiry and when you sent it. Your message and phone number are not copied into that record.

When you check session availability

Before showing the booking calendar, the availability page asks for your name, your email address and which session option you are interested in. We use them to follow up on your booking enquiry: they are sent to ActiveCampaign, where your contact record is created or updated and labelled with the option you chose, and kept in our internal enquiry record. This does not add you to our email list or send you marketing emails. When you book from this page, the booking itself is made in Calendly. Sessions booked and paid for through our own booking page are described in section 3.

Our internal enquiry records

When you send the contact form or the availability form, we keep a private record of the enquiry on our own systems (hosted by Netlify), so that we can manage enquiries and see when someone comes back to us. It holds your name and email address, which form you used and when, the session option or type of enquiry you chose, a reference to your ActiveCampaign contact record where there is one, and how you arrived at the website where we know it (see below). For the contact form and the availability form, it does not hold your message, phone number or any succession, tax, family or financial details. When you join the waiting list, complete the Self-Assessment or book a session, the information described in section 3 is also kept with your record. If you send several enquiries with the same email address, they are kept under one record. Having an enquiry record does not mean you have agreed to marketing.

If the page you send the form from was opened from one of our own campaign links (for example a link containing utm_source), we may note that campaign label with the enquiry. This uses only the address of that page, not cookies or any earlier browsing.

Please avoid including highly sensitive financial, medical or family information in your first message. If more detail is needed, we can discuss the best way to share it.

When you visit the website

Like any website, this site can only be delivered if your browser connects to the servers that host it. Netlify hosts the website and processes technical information, such as your IP address and browser details, in order to deliver pages and keep the service secure and working.

We do not use advertising pixels (such as the Meta Pixel or TikTok Pixel), Google Analytics, Google Tag Manager or any other third-party analytics or advertising tool on this website.

Website analytics (only if you allow Analytics)

If, and only if, you allow Analytics in the cookie banner or Cookie Settings, we use our own first-party analytics. Nothing is measured before you allow it, and nothing is measured if you reject it or close the banner without choosing. The website works exactly the same either way.

We use it to understand how the website is used: which pages and content are read or watched, how useful our articles, media, events and email series are, where visitors came from (for example social media, one of our emails, a search engine or another website) and the steps people take through the website, such as moving from an article to checking session availability.

To do this, the website gives your browser two random identifiers, kept in the tff_vid and tff_sid cookies (see the cookie table). They are generated by our server, are not based on anything about you or your device, and do not tell us who you are. With them we record:

• the pages you view (the page address only, without any personal details that may be in a link), how far down a page you scroll, and which of our buttons and links you click, including the website address (but not the full link) of other websites you go to;
• that you opened a video player, started or completed a booking (in our Calendly calendar or on our booking page) and the booking steps you reached, opened or sent the contact form, or submitted the availability form, without recording anything you entered;
• how you arrived for each visit: the campaign labels in our own links (such as utm_source), or the name of the website you came from;
• the type of device (mobile, tablet or desktop), the browser name without its version, and the country, worked out by our hosting provider from the connection at the time.

We do not:

• use fingerprinting or any other way of recognising your device without cookies;
• store your IP address, your full browser details (the "User-Agent" string) or your precise location;
• record what you type into any form, partly typed text, keystrokes, mouse or touch positions, or screen recordings;
• record names, email addresses, phone numbers or messages in the analytics data, or any tax, succession, financial or family details, including anything entered into the Inheritance Tax Tracker or the Self-Assessment;
• share analytics data with advertisers or any third-party analytics service.

If you have allowed Analytics and then send us an enquiry

Analytics on its own does not tell us who you are. But if you have allowed Analytics and later choose to send the contact form or the availability form, or book a session, we may link your earlier website activity from that browser (as described above) to your enquiry record. This helps us understand how enquiries come about, for example which articles or videos people found useful before getting in touch and whether they first found us through social media, one of our emails or a search engine.

Once linked, this becomes a history of your visits to our website that is connected to your name and email address. It is only visible to the people who manage the website, and it is not shared with ActiveCampaign, advertisers or anyone else.

• Only website activity recorded after you allowed Analytics under this version of the policy (from 9 October 2026) can be linked. Activity recorded under an earlier choice is never linked to an enquiry.
• The link is made only from the first-party analytics identifier (tff_vid) you already allowed, at the moment you send a form yourself. We do not use fingerprinting, and we do not try to recognise you across devices: a phone and a laptop are only connected if you send a form from each of them with the same email address.
• For the contact form, the page holds a random, single-use code that expires after about 15 minutes and contains nothing about you, so that our server can connect the enquiry to that browser.
• If someone else then sends an enquiry from the same browser with a different email address, your earlier activity stays with your enquiry and is not shown under theirs.
• If you have not allowed Analytics, nothing about your earlier visits is linked, and your enquiry works exactly the same.

You can withdraw Analytics consent at any time using Cookie Settings at the bottom of every page. When you do, the analytics cookies are removed and the analytics history linked to them is deleted, including any history that was linked to an enquiry, along with anything we had worked out from it about how you found the website. Your enquiry record itself is kept, because it exists for a separate reason (your enquiry) and has its own retention period (see section 9). Otherwise, analytics data is kept for up to 13 months after your last activity on the website, then deleted automatically.

Your cookie choices

The first time you visit, the website asks which optional cookies you are happy for it to use. When you make a choice, we store it in a cookie on your device and keep a record of it, so that we can respect your choice and show that it was made. That record holds only your choices (Analytics and Marketing on or off), the button you used, where on the website you made the choice, the version of this policy, whether your browser sent a Global Privacy Control signal, the date and time, and a random reference number stored in the cookie. It does not include your name, email address, IP address or browser details. See section 8 for more.

Administrator login

A restricted login area is used only by the people who manage the website's content. It is not a customer or client account. Netlify Identity handles these logins and processes the administrator's email address, password and the login tokens that keep them signed in.

Website content

Articles, media appearances, events and images on this site are stored and delivered using Netlify's database, file storage and image delivery services. These hold website content only. Apart from the record of cookie choices, the analytics data and the enquiry records described above, and the waiting-list, Self-Assessment and booking records described in section 3, they do not store information about visitors. Where an event page names speakers or shows photos, that information is published as part of the event content.

3. Waiting list, Self-Assessment, bookings, email list and payments

This section covers our waiting list, the Self-Assessment and session bookings, and the other companies whose services we use for them. Where you use a page or form hosted by another company, you give your information to that service, and its own privacy information also applies.

Waiting list and email list

Our "Join the Waiting List" buttons open our own waiting-list form on this website. It asks for:

• which description best fits your family's succession situation (for example, a son or daughter planning to take over the farm, or a parent planning to transfer it)
• your name
• your email address
• your phone number
• where your succession planning is at, whether there is one main successor (optional), what worries you most if nothing changes, when you think the transfer might happen, and how significant you think the financial risk to your family could be if no planning is done. These are multiple-choice answers; the form does not ask for figures or documents.
• your agreement to receive succession-related updates from us by email, SMS and WhatsApp

Your answers are kept on our own systems (hosted by Netlify) and added to your contact record in our website's customer records, which marks you as being on the waiting list. We use your answers to understand where you are in the succession process and to decide how best to follow up with you. Submitting the form is used for two separate purposes:

• The waiting list: to add you to the waiting list and let you know when succession planning sessions become available.
• Our email list: to subscribe you to our email list, through which we send ongoing succession-related emails. These include nurture and marketing emails and information about The Financial Farmer's services. Our emails are sent from our own website systems through Postmark, our email delivery provider. Some email-list records, including those of people who joined through our earlier waiting-list form, are also held in ActiveCampaign, the email service we have used for our email list.

Before our own form was introduced, the waiting-list form was hosted by Cognito Forms, and submissions were made available to us through Cognito Forms and transferred to ActiveCampaign.

Every marketing email includes an unsubscribe link, and you can use it at any time to stop receiving them. Unsubscribing from marketing emails does not by itself remove you from the waiting list; to leave the waiting list, contact us.

€3 Succession Self-Assessment (Stripe)

The Succession Self-Assessment is bought, completed and scored on this website. It is paid for through a secure checkout page hosted by Stripe; this website does not collect or store your card details.

Stripe processes your payment information, and may process other details needed to complete the payment, such as your name, email address and billing details. Stripe makes transaction and customer information associated with completed purchases available to us through our Stripe account, which we use to provide your purchase and keep the records we are required to keep. Stripe's own privacy information is available on Stripe's privacy page (opens in a new tab).

After payment, you complete the Self-Assessment on this website. It asks you to rate statements about your farm's succession planning (covering areas such as family communication, ownership and assets, retirement, tax awareness and legal arrangements), to rank your succession priorities, and for your first name and email address. If you save your progress, your answers so far are kept so that you can continue later. Your result is worked out automatically from your own answers, using a fixed scoring scale, and is shown to you straight away; a copy is also emailed to you with a private link to it. The result is a summary of your own answers. It is not tax, legal or financial advice.

We keep your answers and result on our own systems (hosted by Netlify) and link them to your contact record in our website's customer records, with a note that you completed the Self-Assessment. We may look at the result, together with the other contact you have had with us, to help us decide whether and how to follow up with you, for example which of our services may be relevant to you. Only the people who manage the website can see it, and no decision with legal or similarly significant effects is made about you automatically. Completing the Self-Assessment only adds you to our email list if you tick the box to receive our emails.

Session bookings (Stripe and Calendly)

Succession planning sessions can be booked and paid for on our own booking page. It asks for:

• the date and time you choose
• your name, email address and mobile number
• how the farm is owned or operated: sole trader / privately owned, or limited or unlimited company
• the service you choose

We ask how the farm is owned or operated only to show you the appropriate services and prices. The booking page does not ask about the farm's value or your succession, tax, family or financial circumstances.

We keep a booking record on our own systems (hosted by Netlify). As well as the details above, it holds the price of the service you chose, your confirmation that the farm-structure information is correct (and when you gave it), each answer you gave about the farm structure and when, the progress of your booking, its payment status, references to the Stripe payment and the Calendly appointment, and, for the Complete Succession Planning Package, how many of its sessions have been booked. If you change your answer from a limited or unlimited company to sole trader / privately owned, we ask you to confirm the change, and we may confirm the farm structure with you at the start of your session.

Your booking is also added to your contact record in our website's customer records, together with your earlier enquiries and bookings with us, so that we can manage your sessions. If you have allowed Analytics, your earlier visits from that browser may be linked to it, as described in section 2. Booking never adds you to our email list and is not consent to marketing.

Payment. Session bookings are paid through Stripe's secure payment form, shown inside our booking page. Your card details go directly to Stripe: this website never sees or stores them. Your card is first authorised for the price of the service you chose, and the payment is only taken once your appointment has been confirmed; if the appointment cannot be confirmed, the authorisation is cancelled. Stripe makes the transaction details available to us through our Stripe account.

Scheduling. Your appointment is scheduled in Calendly, which provides the available times and sends you the appointment confirmation and calendar invitation by email. We pass Calendly your name, email address, the time you chose and, where the session is by phone, your mobile number. Pricing, payment and farm-structure information are not sent to Calendly. Calendly's own privacy information is available on Calendly's privacy page (opens in a new tab).

Event registration

Some event pages link to registration pages run by other organisers or booking services. Any information you give when registering is collected by that service under its own privacy terms.

4. Media, images and external links

Video and audio players (YouTube, Spotify and Vimeo)

Some pages feature videos or audio. These show a preview image and a play button first; the YouTube, Spotify or Vimeo player is only loaded once you choose to play it. After you press play, that service receives technical information from your browser (such as your IP address and device details) and may use cookies or browser storage under its own policies. YouTube videos are loaded through YouTube's privacy-enhanced (youtube-nocookie.com) player.

Background images

Some page background images are currently served by Unsplash (through its image delivery service, Imgix). When a page loads these images, your browser connects to that provider and sends the basic technical information any web request involves, such as your IP address and browser details. We do not use these images to track you.

Sharing buttons and external links

Our pages include sharing buttons and links to other websites, including Facebook, LinkedIn, WhatsApp, X, Instagram, TikTok, Google Calendar, Outlook, event registration providers and Stripe. These are ordinary links: nothing is sent to those services until you click one. When you do, you are taken to that service, which will receive the page address and any information it collects under its own privacy policy. For sharing buttons this includes the title and address of the page you are sharing, and for calendar links the event details.

The "Copy Link" and "More options" sharing buttons use your own device and do not send information to us.

5. How we use information and our legal bases

Data protection law requires us to have a legal basis for each way we use personal information. We rely on the following:

• Replying to enquiries: our legitimate interest in responding to people who contact us. Where you are asking about our services, it may also be necessary to take steps at your request before entering into a contract.
• Waiting list: taking steps at your request before a possible contract, by adding you to the waiting list and letting you know when sessions become available.
• Marketing and nurture emails: your consent. We rely on consent to send electronic marketing to prospective customers. You can withdraw your consent at any time by using the unsubscribe link in any of our marketing emails, or by contacting us. Withdrawing consent does not affect the lawfulness of anything we did before you withdrew it.
• Selling and providing the Self-Assessment, including working out and sending your result: performance of our contract with you.
• Keeping your Self-Assessment result with your contact record and using it to decide how to follow up with you: our legitimate interest in understanding which of our services may be relevant to the people who use the Self-Assessment.
• Booking and providing a session (including the farm-structure question and your confirmation of it): performance of our contract with you, or steps you ask us to take before entering into it.
• Keeping payment, booking and business records: compliance with our legal obligations, for example tax and accounting requirements.
• Remembering and recording your cookie choices: compliance with our legal obligation to ask for, and be able to show, consent before using optional cookies.
• Website analytics (section 2), including linking it to an enquiry you later send: your consent, given by allowing Analytics. You can withdraw it at any time using Cookie Settings, and the related analytics history is then deleted.
• Internal enquiry records (section 2): our legitimate interest in managing and following up on the enquiries people send us. Where you are asking about our services, it may also be necessary to take steps at your request before entering into a contract.
• Marketing cookies: your consent. These are optional, off unless you switch them on, and not currently in use. You can withdraw consent at any time using Cookie Settings.
• Running and securing the website and the administrator login: our legitimate interest in keeping the website available, secure and protected against misuse.

Where we rely on legitimate interests, we have considered that our interests are not overridden by your rights and interests. Where we rely on your consent, you can withdraw it at any time.

6. Who receives your information

We do not sell personal information. It is shared only with the service providers we use to run the website and our services, or with the services you choose to use:

• Netlify: website hosting, contact form submissions, administrator login, content storage and image delivery, the record of cookie choices, our internal enquiry records, our waiting-list, Self-Assessment and booking records and our customer records, and storage of our first-party analytics (if you allow Analytics).
• Cognito Forms: submissions made through our earlier waiting-list form.
• ActiveCampaign: our email list and the succession-related emails, including nurture and marketing emails, that we have sent to people who joined the waiting list, and email-list records held there.
• Postmark: delivery of the emails we send from this website, including Self-Assessment results and our succession-related emails.
• Stripe: payments for the Self-Assessment and for session bookings.
• Calendly: available times and scheduling of booked sessions.
• Unsplash / Imgix: delivery of some background images.
• Google (YouTube), Spotify and Vimeo: only when you choose to play embedded media.
• Social networks, calendar services and event registration providers: only when you choose to click a link to them.

We may also disclose information where we are required to by law, or where it is necessary to establish, exercise or defend legal claims.

7. International transfers

Some of the service providers listed above, including Netlify, Cognito Forms, ActiveCampaign, Postmark, Stripe, Calendly, Google (YouTube), Spotify, Vimeo and Unsplash, are based in or may process information outside Ireland and the European Economic Area (EEA), including in the United States.

Where personal information is transferred outside the EEA, data protection law requires it to be protected, for example by a European Commission adequacy decision (such as the EU-US Data Privacy Framework for certified companies) or by Standard Contractual Clauses approved by the European Commission. Based on each provider's own published information:

• Netlify: the EU-US Data Privacy Framework, with the European Commission's Standard Contractual Clauses applying to transfers not covered by the Framework.
• Cognito Forms: the EU-US Data Privacy Framework. Cognito Forms stores data in the United States.
• ActiveCampaign: the EU-US Data Privacy Framework and, where applicable, Standard Contractual Clauses.
• Postmark: the European Commission's Standard Contractual Clauses.
• Stripe: the EU-US Data Privacy Framework.
• Calendly: the EU-US Data Privacy Framework and Standard Contractual Clauses.
• Google (YouTube): the EU-US Data Privacy Framework, adequacy decisions and, where required, Standard Contractual Clauses.
• Vimeo: the EU-US Data Privacy Framework and, where appropriate, Standard Contractual Clauses.
• Spotify: adequacy decisions and Standard Contractual Clauses.
• Unsplash: Unsplash states that it complies with GDPR requirements for protecting information transferred outside the EEA.

You can contact us for more information about these safeguards.

8. Cookies and browser storage

Cookies are small files that a website stores in your browser. This website groups cookies into three categories, and asks for your choice the first time you visit.

• Strictly Necessary (always on): needed for the website to work and to be secure. They remember your cookie choices, keep website administrators signed in, and protect the website and its forms against misuse. They cannot be switched off, because the website cannot work properly or respect your choices without them.
• Analytics (optional, off by default): our own first-party analytics, which helps us understand how visitors use the website and how they found it, for example which pages are read and whether people arrived from social media, an email or a search engine. It only starts once you allow it, and is described in full in section 2. No third-party analytics service is used.
• Marketing / Advertising (optional, off by default): would allow advertising and remarketing tools, such as those from Meta, TikTok or Google, to measure our adverts and show them to people who have visited the website. No advertising tools are currently in use on this website. The category exists so that your choice is already recorded and respected if that changes.

Analytics and Marketing are never switched on unless you choose Accept All or switch them on yourself under Manage Preferences. Choosing Reject All, or closing the banner without choosing, keeps them off, and the whole website, including booking, forms and payments, works the same either way. If you close the banner without choosing, we ask again on the next page you visit.

Global Privacy Control: if your browser sends a Global Privacy Control signal, we treat it as an objection to advertising. Marketing stays off and cannot be switched on while the signal is sent. You can still choose whether to allow Analytics.

Changing or withdrawing your choice

You can change your mind at any time using Cookie Settings at the bottom of every page, or the button below. Withdrawing consent is as easy as giving it, and does not affect anything done before you withdrew it.

Your choice lasts for 6 months. After that, or if we make a significant change to how cookies are used on this website, we ask you again.

Cookies used on this website

The Analytics cookies are only set after you allow Analytics. There are currently no Marketing cookies on this website.

Record of your choice

Each time you make or change a choice, we keep a record of it so that we can show what you chose and when. The record is described in section 2. It cannot be used to identify you on its own.

Other cookies and browser storage

• Administrator login: nf_jwt holds a short-lived login token, normally valid for about one hour, which is renewed automatically using nf_refresh while the administrator stays signed in.
• Embedded media: YouTube, Spotify or Vimeo may set cookies or use browser storage after you choose to play their content.
• Payments: Stripe's secure payment form on our booking page, and Stripe's checkout page, may use Stripe's own cookies to process the payment securely and prevent fraud, under Stripe's own policy.
• Other websites: the checkout pages and websites we link to use their own cookies under their own policies.

Our forms and booking page use your browser's session storage to keep your progress if the page is reloaded; it is cleared when you close the tab. Apart from this and the cookies listed above, the public pages of this website do not use browser storage (local storage or session storage).

9. How long we keep information

We keep personal information only for as long as we need it for the purpose it was collected for, including any legal, tax or accounting requirements. The periods we apply are:

• Contact form enquiries: 2 years after our last meaningful contact with you.
• Waiting-list information: kept while you remain on the waiting list. We review the waiting list at least once a year, and remove your details when you ask to leave it or when the waiting list is no longer needed.
• Marketing email records (ActiveCampaign): kept while you remain subscribed. If you unsubscribe, we keep only the minimum record needed, where appropriate, to make sure you are not added to our email list again by mistake.
• Booking records: a booking that was never paid is deleted 90 days after it was last updated. For a paid booking, your name, email address and mobile number are kept for 2 years after the booking was completed, after which the record is anonymised; the anonymised transaction record (service, price, dates, payment and appointment references, and the farm-structure answers used for pricing) is kept for 6 years for accounting purposes.
• Payment and purchase records: 6 years after the end of the accounting period they relate to, unless the law requires us to keep them for longer.
• Internal enquiry records: 2 years after you last sent us an enquiry through the website, then deleted automatically, together with any website activity linked to them.
• Website analytics (if you allow Analytics): analytics data, including any history linked to an enquiry, is kept for up to 13 months after your last activity on the website, then deleted automatically. It is deleted straight away if you withdraw Analytics consent.
• Records of cookie choices: kept for up to 18 months after each choice is made (the 6 months a choice lasts, plus 12 months so we can show the choice was made), then deleted.
• Administrator accounts: kept only while the person needs access to manage the website, and deactivated or removed promptly once that access is no longer needed.

10. Security

This website is served over an encrypted (HTTPS) connection, and access to the content management area is restricted to authorised administrators. No method of sending or storing information online is completely secure, but we take reasonable steps to protect the information we hold.

11. Your rights

Under data protection law you have the following rights. Some of them only apply in certain circumstances, and we will explain if a right does not apply to your request.

• Access: to ask for a copy of the personal information we hold about you.
• Correction: to ask us to correct information that is inaccurate or incomplete.
• Deletion: to ask us to delete your information, for example where we no longer need it.
• Restriction: to ask us to limit how we use your information, for example while a concern is being looked into.
• Objection: to object to our use of your information where we rely on legitimate interests, and to object at any time to your information being used for direct marketing.
• Portability: where we use information you gave us on the basis of a contract or your consent, and by automated means, to receive it in a commonly used format or have it sent to another organisation.
• Withdrawing consent: where we rely on your consent, to withdraw it at any time. This does not affect anything we did before you withdrew it.

To use any of these rights, contact us. We may need to confirm your identity before acting on a request. We will normally respond within one month.

12. Complaints

If you have a concern about how we use your information, please contact us first so we can try to resolve it. You also have the right to complain to the Irish Data Protection Commission, which you can contact through its website, dataprotection.ie (opens in a new tab).

13. Changes to this policy

We will update this policy when the way we use personal information changes. The date at the top of the page shows when it was last updated.

14. Contact us about privacy

For any question about this policy or your personal information, or to use any of your rights, contact Eamonn Walsh trading as The Financial Farmer by email, phone or post using the contact details in section 1.