Privacy Policy

Our commitment to you about your personal information

We will treat all your personal information as private and confidential (even when you are no longer a client) and will not give it to anyone else except in accordance with this Privacy Policy or if we are required to do so by law or asked to do so by a court or regulator. 

What we may do with information that we have about you

Information that you give us will be used to tell you about payday loans and other products available from our selected panel of provider(s). Information that we obtain about you from you and others may be used by us and/or shared with other companies in the same group as us, introducers and third parties and/or to contact you by letter, telephone, fax, email, SMS or other means. 

If you prefer not to be contacted by us or any other company in the same group of companies as us with information about products that we or they think may be of interest to you please e-mail your name and address (including your postcode) to or write to: 

Lead Affinity
PO Box 335
Great Yarmouth
NR30 9FG

Your right to access information that we hold about you

We may process and store information about you electronically and/or in manual records. Any such information that is personal data as defined in the Data Protection Act 1998 (“DPA”) will only be used by us for the purposes registered by us under the DPA. 

The DPA gives you the right to ask us to provide you with certain information that we hold about you. Any request in that respect should be addressed to our Data Protection Officer (address as above). 

If you have any questions or comments regarding our Privacy Policy please contact our Data Protection Officer (address as above). 

We may, if legally compelled to do so, supply your information to authorities should they require it to conduct investigations. 

By using this website you consent to us collecting and using your personal information as described in this privacy policy. We reserve the right to change this privacy policy at any time and without notice. 

As a result of your interaction with this website we may store and process your information on our computers and in any other way. By "your information" we mean personal and financial information we obtain from you or from third parties, such as credit reference agencies (who may search the Electoral Register), fraud prevention agencies or other organisations when you apply for an account or any other product or service or which you or they give to us at any other time.

We will use your information to manage your account(s), give you statements and provide our services, for research, assessment and analysis (including credit and/or behaviour scoring, market and product analysis) and to develop and improve our services to you and other customers and protect our interests. This may also include fraud prevention and debt collection. 

We, and other carefully selected third parties, may use your information to inform you by post, fax, telephone or other electronic means, about other products and services (including those of others) which we believe may be of interest to you. 

You can ask us in writing for a copy of the information we keep about you. A fee will be charged for this service. 

If you were introduced to us by a third party, we will give them your contact details and sufficient information about you for their accounting and administration purposes. 

Credit Reference and Fraud Prevention Agencies

When you apply for a product or service you confirm that all the information you have given is true and complete. When you apply for a product or service you authorise lenders to check the following records about you and others (see below); a) our own; b) those at credit reference agencies (CRAs). When CRAs receive a search from us they will place a search footprint on your credit file that may be seen by other lenders. They supply to us both public (including the electoral register) and shared credit and fraud prevention information. c) those at fraud prevention agencies (FPAs). Lenders may make checks such as; assessing this application for credit and we may also make periodic searches at CRAs and FPAs to manage your account with us. They may also use this, or other, information for the purpose of recovering debt. 

If you tell us that you have a spouse or financial associate, we will link your records together so you must be sure that you have their agreement to disclose information about them. CRAs also link your records together and these links will remain on your and their files until such time as you or your partner successfully files for a disassociation with the CRAs to break that link. 

If false or inaccurate information is provided and fraud is identified, details will be passed to fraud prevention agencies. 

Law enforcement agencies may access and use this information. 

We and other organisations may also access and use this information to prevent fraud and money laundering. 

Your data may also be used for other purposes for which you give your specific permission or, in very limited circumstances, when required by law or where permitted under the terms of the Data Protection Act 1998. 

Automatic gathering of information by our websites

Like many businesses on the internet, we use Google Analytics to collect information about how visitors use our websites, including this Website. 

To do this we use something called a cookie. A cookie is a piece of data stored on the user’s computer tied to information about the user. 

We use the information to compile reports and to help us improve this Website and our other websites. The information that the cookies enable us to collect, including the number of visitors to this Website, where visitors have come to this Website from and the pages they have visited. The information that we obtain using Google Analytics is anonymous - it does not identify you personally. 

If you make a loan application on our Website we also need to use a cookie to help with the completion of the online application form. The cookie is deleted when the user closes their browser. 

You may be able to stop this Website (and other websites) from using cookies but if you do so this may mean that you cannot use some of the features of this Website or other websites. 

If you want to know more about how you may be able to stop us and others using cookies please refer to your browser help facility. 

More information about the use of cookies can be found at and there is information about Google Analytics at 

Notification of Changes

We may change our Website terms of use and privacy policy from time to time. This Website will always show the current version but we will only use information in accordance with the version in use when the information was collected. 
If we wish to use personally identifiable information about you that you have given to us in a way that is different to that stated at the time we collected it, we will email you to ask your permission if we have an email address for you unless you have opted out of us communicating with you by email. 

We will not use your personal information in any way unless you have agreed that we can use it in that way. 

If we make any material changes in our privacy practices that do not affect personally identifiable information held by us we will post a notice on our web site notifying users of the change. 

Telephone calls

If you call us, or we call you, by telephone the call may be recorded for monitoring and staff training purposes. Recordings will only be used under proper and careful supervision. 


You can expect us to be prompt, efficient and friendly when dealing with you. Our aim is to provide you with a world class, professional and confidential service.
Occasionally things may go wrong, or we may not live up to your (or our expectations). If that happens we’d like to know about it. So, if you have a complaint about any aspect of the service you have received from us our staff will be happy to help resolve your concerns. 
Please bring your concerns to our attention as soon as possible - the sooner we know about it the sooner that we can resolve it. 
We have formal complaints procedures to ensure that your complaint is handled quickly, fairly and efficiently - a leaflet with details of this process is available on request. 

Your complaint (whether received by telephone, letter, e-mail or fax) will be looked into by one of our senior managers within the company. 

We will tell you if we need information from someone else to help us look into your complaint and, where necessary, we will get your written approval before seeking information for others in connection with your complaint. 

For further information, or to make a complaint, please contact: 

Lead Affinity
PO Box 335
Great Yarmouth
NR30 9FG
Tel: 0203 290 3555

If we are unable to resolve your complaint to your satisfaction you may have the right to refer your complaint to the Financial Ombudsman Service. Our staff will assist you with this. 

Financial Ombudsman Service
South Quay Plaza
183 Marsh Wall
E14 9SR
Tel: 0845 080 1800
Web site:
© 2013 Loan Machine Limited | Data Protection: Z9250764 | CCL: 576459. FCA Interim Permission: 576459

PO Box 335 | Great Yarmouth | Norfolk | NR30 9FG
Representative APR Example: 1223.6% APR variable. £100 borrowed over 30 days would equal total borrowing of £124. Actual Interest is 24%.

Note: the APR you are offered may differ depending on the lender that accepts you. 

Warning: Late repayment can cause you serious money problems. For help, go to

Cash Lion is trading style of Loan Machine Limited - authorised and regulated by the Financial Conduct Authority - Interim Permission Number 576459. Loan Machine Limited is a Limited Company with Registered Company Number of 5517368 - Registered in England and Wales. Loan Machine Limited registered address: 170 High Street, Gorleston, NR31 6RG. Correspondence should be directed to PO Box 335, Great Yarmouth, NR30 9FG.

Cash Lion, operated by Loan Machine Limited, may receive a fee/commission for either referral or completion of your loan application.

Cash Lion is not a lender but a broker that has access to multiple lenders across the UK. We cannot lend you finance ourselves - only refer you to a lender who can.

Payday Loans should be used for short term lender purposes only - not as part of a longer term financial option. Not all lenders will offer a 100% online decision - some may require to speak to you or require further forms of identification or details to check affordability. You will be credit checked by lender(s) to determine if you can be approved a loan.

© 2014 Cash Lion - All Rights Reserved.

Loans for any reason