Privacy Policy

Who We Are

FirstLienHELOC.com ("we," "us," or "our") is an educational website about first lien HELOCs and velocity banking strategy. We are not a lender, mortgage broker, bank, or financial advisor. We do not originate loans, make credit decisions, or pull your credit. We earn referral income by connecting interested homeowners with lenders in our network.

This Privacy Policy explains what personal information we collect, why we collect it, who we share it with, and the choices you have. By using this site or submitting a form, you agree to the practices described here.

Information You Give Us

Most of the site can be read without giving us anything. You only provide personal information when you choose to — for example, when you request a lender match, book a consultation, or apply to the ambassador program. Depending on the form, that may include:

• Contact details — first name, last name, email address, phone number.
• Property and location details — state, property address, property type, and whether the property is a primary residence, second home, or investment.
• Financial context you volunteer — approximate mortgage balance, estimated home value, income or expense figures you type into our calculator, and what you're hoping to accomplish with a first lien HELOC.
• Scheduling details — the appointment time you select and your time zone.
• Anything else you write to us — questions, notes, or messages you send by email or through a form.

We do not ask for your Social Security number, date of birth, bank account numbers, or credit card numbers on this website. If a lender needs that information later, you'll provide it directly to them through their own secure application — not through us. If any page ever appears to request that information, do not enter it and please contact us.

Calculator inputs used purely for on-page math are processed in your browser and are not stored by us unless you submit them as part of a form.

Information Collected Automatically

Like most websites, we collect some technical information automatically when you visit:

• Device and browser data — browser type, operating system, screen size, and language.
• Usage data — which pages you view, how long you stay, what you click, and which page or search referred you.
• Approximate location — a general region derived from your IP address (not precise GPS location).
• Cookies and similar technologies — small files used to remember your session and measure site performance.

We use Google Tag Manager and Google Analytics for this. We also use Google reCAPTCHA on our forms to block spam and automated submissions; reCAPTCHA collects hardware and software information and sends it to Google for analysis, subject to the Google Privacy Policy and Terms of Service.

How We Use Your Information

• To match you with lenders in our network who offer first lien HELOCs in your state and for your property type.
• To schedule, confirm, and follow up on consultations you request.
• To respond to your questions and provide the educational information you asked for.
• To send you follow-up communications about your inquiry, and — if you opt in — occasional educational emails. You can unsubscribe at any time.
• To operate, secure, and improve the website, including preventing spam, fraud, and abuse.
• To comply with legal obligations and enforce our Terms of Service.

How We Share Your Information

This is the most important section of this policy, so we'll be direct about it.

We also share information with:

• Service providers who run the site for us — our web host, our CRM and scheduling platform (which stores your contact record and appointment), our email delivery provider, and our analytics and anti-spam providers (Google). They may only use your information to provide services to us.
• Legal and safety recipients — if required by law, subpoena, or regulator, or to protect our rights, our users, or the public.
• A successor business — if the site or business is sold, merged, or transferred, your information may transfer as part of that transaction.

We do not sell your personal information for money, and we do not share it with third-party advertisers for cross-context behavioral advertising. Sharing your details with a matched lender at your request is a referral, not a sale of a data list to unrelated buyers.

Consent to Be Contacted

When you submit your phone number and email through a form on this site, you're agreeing that we and the lenders we match you with may contact you at that number and address — including by phone call, text message, and email — about your inquiry. Message and data rates may apply. Consent is not a condition of purchasing any product or service, and you can withdraw it at any time by replying STOP to a text, clicking unsubscribe in an email, or emailing us at [email protected]. Withdrawing consent with us does not automatically withdraw it with a lender you've already been introduced to — contact them directly as well.

Cookies and Your Choices

You can control cookies through your browser settings — most browsers let you block or delete them. Blocking cookies may break some site features. You can also opt out of Google Analytics measurement across all websites by installing the Google Analytics Opt-out Browser Add-on.

We do not currently respond to browser "Do Not Track" signals, because there is no common industry standard for how to interpret them.

Your Privacy Rights

Depending on where you live, you may have the right to:

• Know what personal information we've collected about you and who we've shared it with.
• Access a copy of that information.
• Correct information that's inaccurate.
• Delete your information, subject to legal record-keeping exceptions.
• Opt out of the sale or sharing of your personal information.
• Not be discriminated against for exercising any of these rights.

Residents of California (CCPA/CPRA), Virginia, Colorado, Connecticut, Utah, Texas, and other states with comprehensive privacy laws have these rights by statute. To exercise any of them, email [email protected] with the subject line "Privacy Request." We'll verify your identity — usually by confirming details you already gave us — and respond within the timeframe your state's law requires (typically 45 days). You may use an authorized agent to submit a request on your behalf.

This site is intended for homeowners in the United States. If you're in the EEA or UK, we do not target our services to you, but you may still contact us to exercise rights available under applicable law.

Data Retention

We keep contact and inquiry records for as long as needed to serve your request and to meet legal, tax, and recordkeeping obligations — generally up to five years after your last interaction with us — after which we delete or anonymize them. Analytics data is retained on the schedule set in our Google Analytics configuration. You can ask us to delete your information sooner at any time.

Data Security

We use HTTPS encryption across the site, reputable hosting and CRM providers, spam and bot filtering on all forms, and access controls limiting who on our side can view submissions. No method of transmission or storage is completely secure, so we can't guarantee absolute security. Please don't send sensitive financial details — account numbers, Social Security numbers — by unencrypted email.

Children's Privacy

This site is meant for adults considering home financing. We do not knowingly collect personal information from anyone under 18. If you believe a minor has submitted information to us, contact us and we'll delete it.

Third-Party Links

We link to lender websites, government resources, and other third-party pages. We're not responsible for their content or privacy practices. Read the privacy policy of any site you visit from here — especially before submitting a loan application.

Changes to This Policy

We may update this policy as our practices, tools, or the law change. When we do, we'll revise the "Last Updated" date at the top of this page. Material changes will be highlighted on the site. Continued use of the site after an update means you accept the revised policy.

Contact Us

Questions about this policy, or want to exercise a privacy right?

This Privacy Policy is provided for informational purposes and is not legal advice. FirstLienHELOC.com is not a lender, broker, or financial advisor.