What is Lánaráðgjöf?

Lánaráðgjöf is an independent advisory firm that helps you with all matters related to loans. We compare loans from all major lenders so you can choose what suits you best and key information you can use to make an informed decision about your future borrowing. Loan advisory does not constitute advice as defined by Act No. 118/2016 on consumer mortgages.

What does “free mortgage assessment” mean?

When you complete the questionnaire through “get a free assessment,” we compare your loan with the possible interest terms offered by all lending institutions. Afterwards, we inform you whether your loan has favorable interest terms or if better options are available.

What does loan advisory cost?

The general fee is 25,900 ISK per consultation. First-time buyers receive a 15% discount on advisory services. However, it costs nothing to receive a free assessment of your current mortgage.

What types of loans can you help me with?

We assist you with anything related to loans. Whether it’s a mortgage, car loan, student loan, overdraft, or other types of loans, you can turn to us for help.

Is the service independent of lenders?

Yes. Lánaráðgjöf is not affiliated with any lender. We compare products from all major banks and financial institutions in Iceland and do not accept commissions from them — this is how we ensure objective advice.

Legal

Privacy Policy

Established 30 March 2026

Introduction

Lánaráðgjöf takes the obligations that come with privacy, security and handling of personal data seriously. The company’s privacy policy is established with reference to Act No. 90/2018 on the Protection of Privacy and Processing of Personal Data. In all processing of personal data the company is guided by the need to ensure the reliability and security of the data.

Regarding loan advisory

Please note that Lánaráðgjöf does not provide loan advice within the meaning of Act No. 118/2016 on consumer mortgages. Any decision made following a consultation is the responsibility of the customer.

Regarding investment advice

Lánaráðgjöf does not provide advice within the meaning of “investment advice” as defined in Article 4(1)(4) of the MiFID II Directive.

What are personal data?

The Icelandic data protection legislation defines personal data as: information about an identified or identifiable individual (“a data subject”); an individual is considered identifiable if they can be identified, directly or indirectly, for example by reference to an identifier such as a name, national identification number (kennitala), location data, online identifier, or one or more factors specific to their physical, physiological, genetic, mental, economic, cultural or social identity.

What is processing of personal data?

Processing of personal data refers to any operation or set of operations performed on personal data.

Which personal data are collected?

Information sent to the company in the course of customer interactions may include, among other things:

Name
Email address
Phone number
National identification number (kennitala)
Address, postal code and place
Information about loans, debt and bonds
Information about income, expenses and assets

Where do the personal data come from?

The company collects personal data about customers when the customer chooses to provide them in writing, whether through the website, email or another channel.

Purpose of collecting personal data

To provide the customer with the service they have requested.
To respond to enquiries and process requests sent to us.

Retention of personal data

Personal data about customers are retained for as long as is necessary to fulfil the purpose for which they were collected. In general, data are not stored for longer than 10 years after a case has been closed, unless the law requires otherwise or there is a legitimate reason for continued retention.

Accounting records related to the services Lánaráðgjöf provides to customers are retained in accordance with accounting legislation.

The company stores all personal data securely and in accordance with applicable law.

Lánaráðgjöf does not share personal data about customers with third parties.

Rights of data subjects

Customers have the right to be informed about, and to access, the personal data Lánaráðgjöf holds about them. They have the right to withdraw at any time any consent they have given for the processing of their personal data. They also have the right to request that their personal data be corrected, erased, or that processing be restricted, and to object to such processing.

Children’s privacy

Lánaráðgjöf does not record any personal data about children under the age of 18.

Cookies

Cookies are small data files that browsers store on user devices. They have a defined lifetime and expire at the end of it. Cookies may store information about statistics and user settings, but do not store personal data such as name, kennitala, email address or phone number. Examples of cookies we use:

Necessary cookies. Used to ensure that the website functions correctly.
Statistics cookies. Used to analyse how the website is used. This information is anonymous.

In accordance with applicable law we ask for your consent to use cookies. We also make it easy for you to change your mind at any time via the privacy settings, where you can disable any cookies that are not necessary for the site to function properly. You can also disable all cookies by changing your browser settings. Please note that disabling all cookies may affect the functionality of the website.

Data collection and analysis

Lánaráðgjöf uses data from the Google Analytics web analytics service to improve the company’s website and make it easier for users to find information. Google collects information anonymously, and data about use of the website is not personally identifiable. Google may share the data with third parties where required by law, or where third parties process the data on Google’s behalf. Google does not associate the IP address of any user with other data Google holds.

Handling of email

All information contained in emails and attachments from Lánaráðgjöf is confidential and intended only for the addressee or their representative. If an email has been sent to the wrong recipient, the recipient is, with reference to Article 47(9) of Act No. 81/2003 on Electronic Communications, required to maintain full confidentiality and to notify the sender immediately that the information was received in error. In such cases the recipient shall delete the email and its attachments. Misuse of the information or its reproduction is prohibited and may be punishable by law.

Changes to the privacy policy

Lánaráðgjöf may amend this privacy policy as needed within the limits of applicable laws and rules. The latest version of the privacy policy is always published on Lánaráðgjöf’s website.

Contact

If you have any questions about this privacy policy, please contact us at lanaradgjof@lanaradgjof.is.

This privacy policy was established on 30 March 2026.