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2. Information We Collect

We may collect the following categories of personal information:

Category	Examples
Contact information	Name, email address, phone number, mailing address
Identity information	Date of birth, immigration or residency status (for newcomer-focused planning)
Financial information	Income, assets, liabilities, insurance needs, and information provided during consultations
Website usage data	IP address, browser type, pages visited, referral source, cookies, and analytics identifiers
Communication preferences	Records of consent, opt-ins, and unsubscribe requests for email and SMS communications

3. How We Collect Information

• Directly from you, when you complete a form, download a checklist or guide, book a consultation, or subscribe to our newsletter
• Automatically, when you interact with the Site, through cookies, pixels, analytics technologies and similar tools, including technologies provided by third-party platforms such as Google and Meta, where enabled
• From third parties, such as referral partners, where you have consented to that information being shared with us

4. How We Use Your Information

• To provide financial planning consultations and services you have requested
• To deliver lead magnets, checklists, and educational content you have requested
• To send newsletters and marketing communications, where you have provided consent under CASL
• To schedule and manage appointments through our booking system
• To improve our Site, marketing campaigns, and client experience
• To comply with applicable legal, regulatory, contractual, licensing and recordkeeping obligations
• To respond to inquiries, communicate with you regarding requested services, and maintain records of our interactions

5. Consent

We collect and use your personal information based on your express or implied consent, as appropriate to the sensitivity of the information. You may withdraw your consent to marketing communications at any time by using the unsubscribe link in any email or by contacting us directly. Withdrawing consent for marketing does not affect our ability to provide services you have already engaged us for.

6. Cookies & Tracking Technologies

The Site uses cookies and similar technologies, including tools such as Meta Pixel and Google Analytics, to understand how visitors use our Site and to measure the effectiveness of our advertising. You can control cookies through your browser settings; disabling cookies may affect certain features of the Site.

7. Disclosure of Information

We do not sell your personal information. We may share information with:

• Service providers who provide CRM, website hosting, scheduling, communications, analytics, marketing, document management or other operational services on our behalf
• Insurance companies, investment providers and other financial institutions where disclosure is necessary to obtain quotations, submit applications, establish accounts, administer products or otherwise provide services you have requested, and where authorized or permitted by law
• Regulatory bodies or authorities, where required by law
• Professional advisors, such as accountants, lawyers or other professionals involved in your matter, where you have authorized the disclosure or where otherwise permitted by law

8. Service Providers Outside Canada

We may use service providers that process or store personal information outside Canada, including in the United States. In those cases, your information may be subject to the laws of the applicable jurisdiction. For more information, please contact our Privacy Officer.

9. Data Storage & Security

We use administrative, technical, and physical safeguards designed to protect your personal information from unauthorized access, use, or disclosure. Client data is stored using secure, access-controlled systems. While we take reasonable steps to protect your information, no method of transmission or storage is completely secure.

10. Data Retention

We retain personal information only for as long as reasonably necessary to fulfill the purposes for which it was collected, to maintain appropriate business and client records, and to satisfy applicable legal, regulatory, contractual and recordkeeping requirements. When information is no longer required, we take reasonable steps to securely destroy, delete or anonymize it.

11. Your Rights

Under PIPA and applicable Canadian privacy law, you have the right to:

• Request access to the personal information we hold about you
• Request correction of inaccurate or incomplete information
• Withdraw consent for the collection, use, or disclosure of your information, subject to legal or contractual restrictions
• File a complaint with the Office of the Information and Privacy Commissioner of Alberta if you believe your privacy rights have been violated

To exercise any of these rights, please contact our Privacy Officer using the details below. We will respond to your request within the timeframe required by applicable law.

12. Children's Privacy

The Site and our services are not directed to children acting independently. We do not knowingly collect personal information directly from minors through the Site without appropriate authorization. Where information concerning a child is provided by a parent or legal guardian for financial, insurance, education-savings or related planning purposes, that information will be handled in accordance with this Privacy Policy and applicable law.

13. Third-Party Links

The Site may contain links to third-party websites. This Privacy Policy applies only to the Site and does not extend to the privacy practices of any third-party websites we link to.

14. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or applicable law. The "Last updated" date at the top of this page reflects the most recent revision. Continued use of the Site after changes are posted constitutes acceptance of the revised Policy.