Your Privacy Matters to Us

This Privacy Policy applies to the website equitylifecare.com and any related forms or pages operated by Equity Life Care ("we," "us," or "our"). By using this site or submitting a form, you agree to the practices described below.

Equity Life Care is a care funding awareness and referral brand. When you submit a consultation request, your information is shared with our operating program partner, AtHome Life Care, whose team contacts you to discuss your situation. This handoff is the core purpose of the site and is described in detail below.

1. Information We Collect

Information you give us directly

When you fill out a consultation request form on this site, we collect:

• Full name
• Email address
• Phone number
• Your care situation (optional — e.g., Medicaid denial, home care costs, dementia diagnosis)

We also collect any information you provide if you call us directly at (800) 555-0100.

Information collected automatically

Like most websites, we automatically collect certain technical data when you visit, including your IP address, browser type, device type, pages viewed, time on site, and referring URL. This data is used in aggregate to understand how the site is used and to improve it. It is not sold.

Cookies and similar technologies

This site uses cookies and similar tracking technologies, including those placed by advertising platforms (such as Meta/Facebook and Google) to measure the effectiveness of paid advertising campaigns. These technologies may track your activity on this site and associate it with advertising identifiers on those platforms. You can control cookies through your browser settings or through the opt-out mechanisms provided by those platforms.

2. How We Use Your Information

We use the information you submit for the following purposes:

• To respond to your consultation request — your information is forwarded to AtHome Life Care so an advisor can contact you within one business day by phone, text, or email.
• To qualify your inquiry — information about your situation helps advisors prepare a relevant, efficient conversation.
• To improve the site — anonymized, aggregated usage data helps us understand which content is useful and improve the user experience.
• To measure advertising performance — conversion data (e.g., form submissions) is shared with advertising platforms in anonymized or hashed form to measure campaign effectiveness.
• To comply with legal obligations — we may retain records of consent and inquiries as required by applicable law.

We do not use your personal information for automated decision-making or profiling that produces legal or similarly significant effects.

3. How We Share Your Information

AtHome Life Care

The primary recipient of your consultation request is AtHome Life Care, our operating program partner. AtHome Life Care is the team that contacts you, conducts the consultation, and structures any care plan. They receive your name, email, phone number, and stated care situation. AtHome Life Care uses this information solely to service your inquiry and is bound by confidentiality obligations consistent with this policy.

Service providers

We may share your information with trusted third-party vendors who help us operate the site and manage communications (e.g., CRM platforms, email delivery services, hosting providers). These vendors are contractually prohibited from using your data for any purpose other than providing services to us.

Legal requirements

We may disclose your information if required to do so by law, court order, or governmental authority, or when we believe in good faith that disclosure is necessary to protect our rights, protect your safety or the safety of others, or investigate fraud.

We do not sell your data

Equity Life Care does not sell, rent, or trade your personal information to third-party marketers, data brokers, or any other party for their own commercial purposes.

4. Phone and Text Communications

By submitting a consultation form on this site, you expressly consent to receive telephone calls and/or text messages from Equity Life Care and AtHome Life Care at the phone number you provide, including calls or texts made using an automatic telephone dialing system or artificial/prerecorded voice, for the purpose of discussing your inquiry.

Consent is not a condition of any purchase or service. You may revoke your consent at any time by replying STOP to any text message, calling us at (800) 555-0100, or emailing us at privacy@equitylifecare.com.

Standard message and data rates may apply to text messages. Message frequency will vary based on your inquiry and the status of your consultation.

5. Email Communications

By providing your email address, you consent to receive emails from Equity Life Care and AtHome Life Care related to your consultation request, including follow-up information about your care plan options.

You may opt out of email communications at any time by clicking the unsubscribe link included in any email we send, or by contacting us directly at privacy@equitylifecare.com. Transactional emails related to an active service inquiry may continue until that inquiry is resolved or closed.

6. Data Retention

We retain your personal information for as long as necessary to fulfill the purposes described in this policy, including to respond to your inquiry, maintain business records, and comply with legal obligations.

Records of consent to communications are retained for a minimum of five years as required for TCPA compliance documentation. If you request deletion of your information, we will honor that request to the extent permitted by law, which may not include records we are legally required to retain.

7. Your Rights and Choices

Depending on where you live, you may have certain rights regarding your personal information:

• Access — request a copy of the personal information we hold about you.
• Correction — request that we correct inaccurate information.
• Deletion — request that we delete your personal information, subject to any legal retention obligations.
• Opt-out of communications — withdraw consent to calls, texts, or emails at any time as described above.

California residents: Under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA), California residents have additional rights including the right to know what personal information is collected, the right to opt out of sale (we do not sell personal information), and the right to non-discrimination for exercising privacy rights.

To exercise any of these rights, contact us at privacy@equitylifecare.com or call (800) 555-0100. We will respond within 30 days.

8. Children's Privacy

This site is intended for adults aged 18 and older, and is specifically designed to assist senior homeowners (age 62 and older) and their adult family members. We do not knowingly collect personal information from children under the age of 13. If we learn that we have inadvertently collected information from a child under 13, we will delete it promptly.

9. Security

We use reasonable technical and organizational measures to protect your personal information from unauthorized access, use, or disclosure. This includes encrypted transmission (HTTPS) for all data submitted through our forms. However, no method of transmission over the internet is completely secure, and we cannot guarantee absolute security.

10. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or applicable law. When we do, we will update the "Last updated" date at the top of this page. We encourage you to review this policy periodically. Your continued use of the site after any changes constitutes your acceptance of the updated policy.

11. Contact Us

If you have questions about this Privacy Policy or how we handle your information, please contact us:

Equity Life Care Phone: (800) 555-0100 Email: privacy@equitylifecare.com Hours: Mon–Fri, 8am–7pm ET