Lots of people use the cloud for back up, but do they know where it is, what security it has, what's their back up routine, who to communicate with if it just goes 'off the air'. lots of potential suppliers give free GB which users just run into.
How a bit of software that encrypts, file by file, before uploading?
Not relying on 'whois' to track them but ask contact details before you start.
Test them!
Ask for back up routines and tell them to publish info on website - take a physical copy.
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