Cookie policy
The cookies and similar technologies we use across our websites, what they do, and the choices you have.
Cookies on our website
We keep cookies to a minimum. We use only what's needed to run our website securely, plus simple, privacy-friendly analytics to understand how the site is used. We don't use advertising cookies, and we won't add any without asking you first.
What cookies are. Cookies are small files saved on your device when you visit a website. Similar technologies, such as pixels, tags, scripts and local storage, work in a similar way. In this policy we call them all "cookies".
What this policy covers. It applies to whistleforadvice.co.uk and pensionpotential.co.uk. It explains which cookies we use, why, and how you can control them. When Whistle runs inside a partner's app or website, see "Whistle inside partner platforms" below.
This policy sits alongside our Privacy Policy, which explains how we handle personal data more generally.
The types of cookies we use
UK law lets us use some low-risk cookies without asking first. Everything else needs your consent.
| Type | What it does | Do we ask first? |
|---|---|---|
| Strictly necessary | Makes the website work and keeps it secure, for example protecting forms from spam and remembering your cookie choices | No. The site can't work properly without them |
| Analytics | Counts visits and shows which pages are used, so we can improve the site. Produces only combined statistics, never used to identify you, track you elsewhere or show you ads | No, but you can switch them off at any time (see "Your choices") |
| Preferences | Remembers display choices you make, such as text size or language | No, but you can switch them off |
| Marketing | Measures adverts or shows you ads on other sites | Yes. We don't use these at present. If we add any, we'll ask first |
We only use analytics without asking first if they meet the legal test: they must collect statistics about how the site is used, solely to improve it, and must not be combined with other data or used for advertising. If an analytics tool doesn't meet that test, we'll treat it as needing your consent.
The cookies we use
Whenever we change the website and/or add any cookies, we will update this list.
| Cookie | Provider | Type | Purpose | Lasts |
|---|---|---|---|---|
| cookieyes-consent | Whistle (CookieYes) | Strictly necessary | Remembers your cookie choices so we don't ask on every visit | 1 year |
| __cf_bm | Cloudflare | Strictly necessary | Bot protection supporting the security check (Cloudflare Turnstile) on our contact form — distinguishes humans from automated traffic | About 30 minutes |
| wh_bid | Whistle annuities journey | Strictly necessary | Recognises your browser so a quote journey you started can be picked up where you left off. A random identifier that carries no personal data and is not used for advertising or cross-site tracking | 13 months |
| Local storage — journey keys (wh_bid, session and progress identifiers) | Whistle annuities journey | Strictly necessary | Keeps your place in the quote journey between pages and visits on this device | Until you clear your browser data |
| Local storage — wh_attr | Whistle annuities journey | Strictly necessary | Records which page or partner link first brought you to the journey, so we can attribute your enquiry correctly | Until you clear your browser data |
Your choices
You're in control. You can turn off analytics and preference cookies, and refuse any marketing cookies, at any time. Refusing is as easy as accepting.
On our website. When you first visit, a banner explains the cookies we use. You can change your choices at any time using the Cookie settings link at the bottom of every page. Changes take effect straight away.
If we ever ask for consent, for example for marketing cookies:
- They stay off until you say yes
- "Reject" is as prominent as "Accept"
- We record your choice and ask again if our cookies change
In your browser. You can also block or delete cookies in your browser settings. Blocking strictly necessary cookies may stop parts of the site, such as the contact form, from working. Find out how at ico.org.uk/your-data-matters/online/cookies.
Whistle inside partner platforms
When you use Whistle through your bank, pension provider or another partner, how cookies work depends on how they've added us.
| How Whistle is added | Whose cookies | Whose policy applies |
|---|---|---|
| Hosted journey: a Whistle-run advice journey under the partner's brand | Whistle sets the cookies needed to run the journey and keep you signed in | This policy, plus the partner's policy for their own site |
| Advice widget on the partner's webpage | The partner's site, plus any cookies our widget needs to work | The partner's cookie policy, with our widget's cookies listed in it or here |
| Partner-built experience using our platform behind the scenes | The partner's | The partner's cookie policy. We don't set cookies on your device |
Inside the advice journey we use only strictly necessary cookies, such as keeping your session secure while you answer questions. We do not use advertising cookies in the advice journey.
Changes
We'll update this policy when our cookies change. If we start using cookies that need your consent, we'll ask you before setting them.
Last updated: 1 October 2026