This page says what actually happens to your information. It is written to be read, not to be survived. If something here is unclear, that is our fault and we want to know.
You can use almost all of Axel Index without telling us who you are. The assessment and every answer page are free, and none of them ask for your name. The only time we ask for contact details is when you ask to be introduced to an advisor — because an introduction cannot happen without a way to reach you.
We do not sell your information, and we do not distribute it. When you request an introduction, your details go to the one advisor handling your request. They do not go onto a list, into a marketplace, or out to a panel of advisors who then compete for you.
Advisors do not pay us. Axel Index is not paid by advisors: no referral fees, no revenue sharing, and no payment for placement or introductions. Nothing you see is influenced by who pays us, because no advisor does.
If you ask for an introduction, we collect your first name, your email address, your phone number, and what prompted you to get in touch — a business sale, an inheritance, retirement, and so on. We ask for the phone number because the advisor calls rather than emails, and an introduction without a number tends to go nowhere.
If you use the assessment or read the answer pages, we do not ask for anything and you do not need an account.
In the background, on every page, we record ordinary web information: which page you were on, which site or advert you arrived from, and standard advertising tags in the address bar that tell us which advert a visit came from. If you arrived from a Google advert, that includes Google's own click identifier. We keep this to understand which of our adverts bring people who find the site useful.
Three outside tools run on Axel Index pages. They are standard on the web, but you should know they are here.
Each of these companies handles the information it receives under its own privacy terms, not ours.
When you request an introduction, two things happen. Your details are stored in our own database, and they are sent to the single advisor handling your request. We also send you an email confirming that the request arrived.
Nobody buys this information from us, because we do not sell it. No other advisor receives it. We do not add you to a newsletter you did not ask for.
You can ask what we hold about you, ask us to correct it, or ask us to delete it. We will do it. Send the request through our contact form and say in the first line that it is about your information rather than an introduction. It reaches us either way, and we will take it from there.
Axel Index is meant for adults making decisions about their own money. It is not directed at children, and we do not knowingly collect information from them.
If what we do changes, this page changes with it, and the date below moves. We would rather rewrite this page than let it drift out of step with what actually happens.
Last updated 14 August 2026.