Privacy Policy

We collect personal information in two ways: directly from you, and automatically through your use of our website.

1.1 Information You Provide to Us

When you register, purchase leads, or interact with us, you may provide:

• Contact Information — your name, email address, phone number, and mailing or business address.
• Account Credentials — username and password for logging into our platform.
• Professional & Licensing Information — your insurance license number, state(s) of licensure, lines of authority, NPN number, agency name, and the lead categories you work with (e.g., Mortgage, IUL, Veteran, Trucker).
• Payment & Billing Information — credit card or payment details, which are collected and processed directly by our third-party payment processor. Equity Leads does not store full payment card numbers.
• Communications — the content of emails, support tickets, chat messages, or any other messages you send us.
• Other Information — any other details you choose to share with us when completing forms or interacting with our team.

1.2 Information Collected Automatically

When you visit our website, we and our service providers may automatically collect:

• Device & Technical Information — IP address, browser type and version, operating system, device identifiers, and screen resolution.
• Usage Data — pages visited, links clicked, time spent on pages, referring URL, and navigation path through our website.
• Cookie & Tracking Data — data collected through cookies, pixels, tags, and similar technologies (see Section 7 — Tracking Technologies for more details).
• Location Data — general geographic location inferred from your IP address. We do not collect precise GPS location data without your explicit consent.

1.3 Information About Consumer Leads

As a lead vendor, we also process personal information about consumers who have opted in to be contacted by insurance agents or financial professionals. This information includes consumer names, phone numbers, email addresses, general financial interests, and other details submitted through lead generation forms or campaigns. This consumer data is processed on behalf of our clients and in accordance with applicable data privacy laws, including the CCPA/CPRA.

Consumer Lead Data Notice: If you are a consumer whose information appears in a lead we distribute, you opted in to be contacted through an online form, advertisement, or survey. You have the right to opt out of further contact at any time. Contact us at privacy@equityleads.ai to submit an opt-out request.

We use the personal information we collect for the following purposes:

• Account Management — to create, maintain, and support your Equity Leads account.
• Lead Delivery & Platform Services — to fulfill your lead orders, manage your account dashboard, and provide customer support.
• Payment Processing — to process transactions, manage billing, and prevent fraud.
• Communications — to respond to your inquiries, send order confirmations, platform updates, and service-related notices.
• Marketing — to send promotional emails or SMS messages about our products and services, where permitted by law and subject to your opt-out preferences.
• Platform Improvement — to analyze usage trends, run A/B tests, improve our platform features, and develop new services.
• Compliance & Legal Obligations — to meet our obligations under applicable law, including TCPA compliance documentation, CCPA/CPRA data requests, and regulatory reporting.
• Fraud Prevention & Security — to detect, prevent, and respond to fraudulent activity, unauthorized access, or misuse of our platform.
• Business Transfers — to support a merger, acquisition, sale of assets, or corporate restructuring in which your information may be transferred to a successor entity.

Where applicable law requires us to identify a legal basis for processing personal information, we rely on one or more of the following:

• Contractual Necessity — processing required to fulfill our agreement with you, such as delivering leads you have purchased.
• Legitimate Business Interests — processing that serves our reasonable business interests, such as improving our platform, preventing fraud, and maintaining the security of our systems, where those interests are not outweighed by your privacy rights.
• Consent — where you have given us specific, informed, and freely given consent, such as for marketing communications.
• Legal Compliance — processing necessary to comply with applicable laws and regulations.

Equity Leads does not sell your personal information to third parties for monetary compensation. We may share your information in the following limited circumstances:

4.1 Service Providers & Business Partners

We work with trusted third-party companies that help us operate our platform and deliver our Services. These may include:

• Cloud hosting and infrastructure providers
• Payment processors (who handle all financial transactions)
• Email and SMS communication platforms
• CRM and customer support tools
• Analytics and website performance tools (e.g., Google Analytics)
• Advertising platforms (e.g., Meta/Facebook Pixel) for campaign measurement

All service providers are contractually required to use your information only to provide services to us and to maintain appropriate data security measures.

4.2 Lead Clients

Consumer lead information is shared with our licensed agent and financial professional clients who purchase leads from us, for the sole purpose of contacting consumers about the insurance or financial products those consumers expressed interest in. Clients are bound by our Terms of Use and applicable law governing their contact and data handling practices.

4.3 Legal & Regulatory Disclosures

We may disclose personal information when required by law or in good faith belief that such disclosure is necessary to: (i) comply with a court order, subpoena, or legal process; (ii) protect the rights, property, or safety of Equity Leads, our clients, or the public; or (iii) respond to a lawful request from government or regulatory authorities.

4.4 Business Transfers

If WealthSync LLC is involved in a merger, acquisition, asset sale, or reorganization, personal information held by us may be transferred to a successor entity. We will notify affected users via email or prominent website notice before any such transfer, and the successor entity will be required to honor the commitments made in this Policy.

4.5 Behavioral Advertising Disclosure

We may use third-party advertising technologies (including Meta Pixel and Google Ads) that collect certain data — such as device identifiers, IP addresses, and browsing behavior — to deliver targeted advertising and measure campaign effectiveness. This data sharing may constitute a "sale" or "sharing" of personal information under California law (CCPA/CPRA). California residents have the right to opt out of this activity. See Section 6 — Your Privacy Rights for details.

We retain personal information for as long as necessary to fulfill the purposes described in this Policy, including to:

• Maintain your account and provide our Services during your relationship with us.
• Comply with applicable legal, tax, regulatory, and contractual obligations (typically 3–7 years depending on the type of record).
• Resolve disputes, enforce our agreements, and protect our legal rights.
• Maintain TCPA consent records for a minimum of 5 years from the date of consumer opt-in.

When personal information is no longer required for these purposes, we will securely delete or anonymize it in accordance with our internal data retention schedules. You may request early deletion of your personal information subject to the exceptions described in Section 6.

Depending on where you live, you may have certain rights regarding your personal information. We honor these rights as described below.

6.1 Rights Available to All Users

• Right to Know — you may request information about the categories and specific pieces of personal information we have collected about you.
• Right to Access a Copy — you may request a portable copy of your personal information in a commonly used format.
• Right to Correct — you may request that we correct inaccurate personal information we hold about you.
• Right to Delete — you may request that we delete personal information we have collected from you, subject to certain exceptions (e.g., information we are legally required to retain).
• Right to Opt Out of Marketing — you may opt out of receiving marketing emails at any time by clicking "Unsubscribe" in any marketing email, or by contacting us directly. You may also opt out of SMS marketing by replying STOP.
• Right Not to Be Discriminated Against — we will not deny you Services, charge you different prices, or provide a lower quality of Service because you exercised any privacy right.

6.2 California Residents — CCPA / CPRA

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA):

• Right to Opt Out of Sale or Sharing — you may opt out of the sale or sharing of your personal information for cross-context behavioral advertising. To exercise this right, contact us at privacy@equityleads.ai or submit a request through our website.
• Right to Limit Use of Sensitive Personal Information — you may request that we limit our use of sensitive personal information (such as financial data or precise location) to purposes reasonably necessary to provide our Services.
• Right to Know About Automated Decision-Making — you may request information about any automated profiling that produces legal or similarly significant effects on you.
• Shine the Light Law (Cal. Civ. Code § 1798.83) — California residents may request a list of third parties to whom we have disclosed personal information for direct marketing purposes in the past calendar year.
• CalOPPA — Do Not Track: Like most websites, we do not currently respond to browser-level "Do Not Track" signals. We disclose this in compliance with the California Online Privacy Protection Act.
• Authorized Agent — a California resident may designate an authorized agent to make a request on their behalf. We may require verification that the agent is authorized to act on your behalf.

6.3 Other State Residents

Residents of Colorado, Connecticut, Virginia, Texas, and other states with comprehensive privacy laws may have rights similar to those described above, including the right to access, correct, delete, and port their personal data, and to opt out of targeted advertising and the sale of their personal data. To exercise these rights, contact us using the information in Section 10.

If we decline to act on a request, you may appeal our decision by sending a written appeal to privacy@equityleads.ai. We will respond to all appeals within the timeframe required by your state's applicable law.

Like most websites, we use cookies, pixels, web beacons, and similar tracking technologies (collectively, "Cookies") to enhance your experience, analyze website performance, and deliver relevant advertising.

Cookies generally fall into the following categories:

• Essential Cookies — Required for the website to function properly, including maintaining your logged-in session, load balancing, and basic security. These cannot be disabled without affecting core website functionality.
• Analytics Cookies — Help us understand how visitors use our website — which pages are most visited, how long users stay, and where they navigate from. We use Google Analytics for this purpose. You can opt out at tools.google.com/dlpage/gaoptout.
• Advertising Cookies — Used by us and our ad partners (such as Meta/Facebook) to show you relevant ads on our website and elsewhere based on your browsing behavior and interests. You can manage your preferences through your browser settings or platform-specific ad controls.

You can control or disable cookies through your browser settings. Note that disabling certain cookies may affect website functionality. Most browsers allow you to refuse new cookies, delete existing cookies, and set preferences for specific websites.

We use the following third-party tools across our platform. Each has its own privacy practices that we encourage you to review:

• Google Analytics — tracks website traffic and user behavior. Privacy policy: policies.google.com/privacy. Opt-out: tools.google.com/dlpage/gaoptout.
• Meta Pixel (Facebook/Instagram) — measures advertising effectiveness and supports retargeting campaigns. Privacy policy: facebook.com/policy.php. Opt-out: facebook.com/settings?tab=ads.
• Payment Processor — we use a PCI-DSS compliant third-party payment processor for all financial transactions. We do not store full payment card data.
• Email / SMS Platform — we use a third-party communications platform to send transactional and marketing messages. All communications are governed by applicable CAN-SPAM and TCPA requirements.

We may add or remove third-party tools from time to time. Material changes will be reflected in an updated version of this Policy.

Equity Leads takes data security seriously and implements reasonable administrative, technical, and physical safeguards designed to protect personal information from unauthorized access, loss, misuse, alteration, or destruction. These measures include:

• Encryption of data in transit using industry-standard SSL/TLS protocols.
• Access controls that limit employee access to personal data on a need-to-know basis.
• Regular security assessments and monitoring of our platform and systems.
• Third-party vendor security requirements enforced through contractual data processing agreements.

Important: No method of data transmission or storage over the internet is 100% secure. While we work hard to protect your information, we cannot guarantee absolute security. If you believe your account has been compromised, please contact us immediately at privacy@equityleads.ai.

Our website, platform, and Services are intended solely for individuals who are 18 years of age or older. We do not knowingly collect personal information from anyone under the age of 18. If we become aware that a person under 18 has provided us with personal information, we will promptly delete it from our records. If you believe that a minor has submitted personal information to us, please contact us at privacy@equityleads.ai.

Our website may contain links to third-party websites, resources, or services that are not owned or controlled by Equity Leads. This Privacy Policy applies only to our own website and Services. We are not responsible for the privacy practices of any third-party sites. We encourage you to review the privacy policies of any third-party websites you visit.

If you opt in to receive SMS or MMS text messages from Equity Leads, the following applies:

• You will receive messages related to your account, lead orders, platform updates, and promotions.
• Message frequency varies based on your account activity and our promotional calendar.
• Message and data rates may apply depending on your mobile carrier and plan.
• You may opt out of SMS communications at any time by replying STOP to any text message from us.
• For help, reply HELP or contact privacy@equityleads.ai.
• Consent to receive SMS messages is not a condition of purchasing our Services.

We do not share your mobile phone number with third parties for their own marketing purposes. Your mobile number may be shared with our SMS platform provider solely for the purpose of delivering messages to you on our behalf.

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. When we make material changes, we will:

• Update the "Last Updated" date at the top of this Policy.
• Post the revised Policy on our website.
• Notify registered users via email or in-platform notification where required by law.

Your continued use of our website or Services after any update constitutes your acceptance of the revised Policy. We encourage you to review this Policy periodically to stay informed about how we protect your information.

If you have any questions about this Privacy Policy, want to exercise your privacy rights, or wish to report a concern about our data practices, please contact us:

For CCPA/CPRA rights requests or consumer opt-out requests, please include your full name, email address, and a description of your request so we can verify your identity and respond promptly.