Privacy Policy

PRIVACY POLICY

Last Updated: NOVEMBER 11, 2025

This Privacy Policy explains how howmuch Insurance Services, LLC and its affiliates and subsidiaries (“howmuch,” “we,” “us,” or “our”) collect, use, disclose, and protect information in connection with our websites, pages, widgets, tools, and online services where this Privacy Policy is posted (collectively, the “Sites”) and the services offered through them (the “Services”). We operate solely within the United States, and the Sites are intended for individuals 18 years of age or older who access the internet from a physical location in the United States.

By visiting or using the Sites or Services, you agree to the practices described in this Privacy Policy and our Terms of Use.

1) Scope and Who This Policy Covers

This Policy applies to information we collect about:

  • Visitors to our Sites,

  • Individuals who submit a Lead Request (also called a Qualification Form) to be matched with third-party providers of insurance and, in the future, mortgages, loans, or other financial services (“Providers”),

  • Individuals who interact with our marketing, emails, texts/SMS, telephone calls, or chat features (including any virtual assistant).

This Policy does not govern the privacy practices of Providers or other third parties. If you connect with or are transferred to a Provider, your information will be handled under that Provider’s own privacy policy and notices.

2) Summary of Key Points

  • We collect personal information you provide (e.g., contact and inquiry details), information created by your use of the Sites (e.g., device, cookie, analytics data), and information we obtain from third parties (e.g., lead affiliates, data partners, identity verification services).

  • We use the information to operate the Sites, provide and improve the Services, match you with Providers, support compliance and fraud prevention, and for marketing/advertising where permitted.

  • We may disclose information to Providers, service providers/contractors, affiliates, analytics/advertising partners, government authorities as required by law, and as otherwise described here.

  • You can manage marketing communications (email/text/phone) using the Opt-Out options in Section 14.

  • State privacy rights (e.g., CA/CPRA, CO, CT, VA, UT, OR, MN, TX, etc.) are described in Section 15, including the Right to Opt Out of “Sale”/“Sharing”/Targeted Advertising where those laws apply.

  • We take reasonable security measures (Section 12) and keep information for as long as needed for the purposes stated and to meet legal obligations (Section 13).

3) Information We Collect

We may collect the following categories of information (examples are illustrative and may vary based on your interactions):

A. Identifiers
Name, alias, postal address, email address, telephone number(s), IP address, account identifiers, cookie IDs, device IDs, online identifiers.

B. Commercial/Inquiry Information
Products/services viewed; Lead Requests and associated details (e.g., insurance type, coverage interests, vehicle/home characteristics, desired loan type/amount if applicable); records of Site interactions and communications with us.

C. Sensitive Data (limited and only if you provide it or a Provider requests it)
For identity verification and regulatory purposes: last four or full SSN (only if explicitly requested on certain forms), date of birth, driver’s license number, or similar identifiers; limited health-related data only if you voluntarily include it in an inquiry (we do not request medical records). Do not include sensitive data in chat unless requested in a secure form.

D. Internet/Device Activity
Device and browser type, operating system, screen resolution, referring/exit pages, pages viewed, session activity, timestamps, crash/error logs.

E. Geolocation Data
General location inferred from IP address or user input (city/state/ZIP). We do not collect precise GPS location.

F. Inferences/Profiles
Inferences about interests (e.g., insurance lines, financial products), segment membership, or likelihood to engage.

G. Communications
Recordings or transcripts of phone calls (where permitted/notice given), SMS/text content (for support), email communications, and chat transcripts (including virtual assistant/AI interactions).

H. Third-Party Sources
Leads and contact data from marketing partners, publishers, or affiliates; verification/validation data from data providers; credit/credit-related indicators from Providers (e.g., whether an application was opened/approved/declined/funded/bound)—we do not receive your full credit report from credit bureaus.

4) How We Use Information

We use information for the following purposes:

  1. Provide the Services: Operate the Sites; process and manage Lead Requests; match you with Providers and facilitate connections; maintain accounts; provide customer support.

  2. Communications: Send service messages, confirmations, updates; respond to inquiries; provide legally required notices.

  3. Marketing & Advertising: Send promotional emails or texts; show ads on our Sites and third-party sites/apps; measure campaign performance; personalize content and offers (where permitted by law).

  4. Analytics & Improvement: Analyze usage; debug and fix errors; develop new features; improve usability and performance; conduct research and A/B testing.

  5. Security & Fraud Prevention: Detect, investigate, and prevent security incidents; protect against malicious, deceptive, fraudulent, or illegal activity; verify identity.

  6. Compliance & Legal: Satisfy licensing, audit, and reporting obligations; respond to lawful requests; enforce terms; exercise or defend legal claims.

  7. Corporate Transactions: Support mergers, acquisitions, financings, asset sales, reorganizations, bankruptcies, or similar events.

We may aggregate, de-identify, or anonymize information and use or disclose such data for any lawful purpose.

5) How We Disclose Information

We may disclose the categories of information listed in Section 3 as follows:

A. Providers (Core Matching Function)
We disclose your information to Providers so they can evaluate your inquiry, contact you, and provide quotes or product information. Providers handle your information under their own privacy policies and may retain it for their records, even if you do not complete a transaction.

B. Service Providers and Contractors
Vendors that host our systems, process data, verify identity, provide analytics/measurement, advertising/retargeting, communications (email/SMS/phone), security, customer support, and auditing/compliance services.

C. Affiliates
Our affiliates and subsidiaries for purposes consistent with this Policy.

D. Analytics and Advertising Partners
Third-party analytics and ad technology partners (e.g., cookie, pixel, SDK partners) who help measure Site performance, deliver ads, and understand ad effectiveness. See Section 10 (Cookies & Tracking) and Section 15 (State Privacy Rights) for opt-out choices.

E. Legal and Safety
To courts, regulators, law enforcement, or other parties when we believe disclosure is required or appropriate (e.g., subpoenas, court orders, regulatory exams, to protect rights/safety, prevent fraud or abuse).

F. Corporate Transactions
In connection with or during negotiations of a merger, acquisition, financing, reorganization, bankruptcy, or sale of company assets.

G. With Your Consent
We may disclose information for other purposes with your direction or consent.

6) “Sale,” “Sharing,” and Targeted Advertising (State Law Disclosures)

Some U.S. state laws define “sell” or “share” broadly to include certain data disclosures (e.g., to advertising/analytics partners) in exchange for value. Depending on your state, our use of third-party cookies, pixels, or similar technologies for cross-context behavioral advertising / targeted advertising may be deemed a “sale” or “share.”

  • Where applicable, you may opt out of “sale,” “sharing,” and/or targeted advertising as described in Section 15 (and via the “Your Privacy Choices” link or a Global Privacy Control signal, if supported).

  • We do not knowingly “sell” the personal information of children under 16.

7) Legal Bases (Where Required)

While we operate solely in the U.S., when a legal basis is relevant we rely on: (a) your consent; (b) performance of a contract (providing the Services you request); (c) our legitimate interests (e.g., security, analytics, marketing where permitted); and/or (d) compliance with law.

8) Your Choices

  • Email Marketing: Unsubscribe using the link in any marketing email or email privacy@howmuch.net

  • Text/SMS: Reply STOP to any text we send.

  • Advertising Preferences: See Section 10 and Section 15 for cookie/ad choices and state opt-out rights.

To stop communications from a Provider, contact that Provider directly. If you later submit a new Lead Request, you may again receive marketing communications unless you opt out again.

9) Children’s Privacy

The Sites are not directed to, and we do not knowingly collect personal information from, individuals under 18. If you believe a minor has provided personal information to us, contact privacy@howmuch.net and we will take appropriate action.

10) Cookies, Pixels, and Other Tracking Technologies

We and third parties use cookies, pixels, tags, SDKs, scripts, local storage, and similar technologies (“Cookies”) to:

  • Operate and secure the Sites,

  • Remember preferences and improve user experience,

  • Perform analytics and measure performance,

  • Deliver, tailor, and measure advertising on our Sites and third-party sites/apps.

You can manage Cookies through your browser settings (blocking or deleting Cookies may affect Site functionality). To learn about choices for interest-based advertising, visit:

Where required by state law, you may opt out of “sale,” “sharing,” or targeted advertising via the “Do not sell my details” link (Section 15).

Do Not Track (DNT): We currently do not respond to DNT signals but honor GPC where legally required.

11) AI, Chat, and Automated Decision-Making

If you use our chatbot or virtual assistant, we may process your inputs and the system’s outputs to provide support, improve quality, prevent fraud, and enhance safety. Do not include sensitive data in chat prompts. Automated tools may generate inaccurate or incomplete information; you should verify any output before relying on it. We do not engage in profiling that produces legal or similarly significant effects without human involvement.

12) Security

We employ reasonable administrative, technical, and physical safeguards designed to help protect personal information. However, no system can be guaranteed 100% secure. You are responsible for safeguarding your account credentials and for using unique, strong passwords.

13) Retention

We retain personal information for as long as necessary to:

  • Provide the Services and fulfill the purposes described in this Policy,

  • Meet legal, regulatory, and licensing requirements (including record-retention obligations),

  • Resolve disputes and enforce agreements,

  • Support audit, security, and fraud-prevention programs.

Retention periods vary by data category, product line, and legal obligations. When information is no longer needed, we will delete, de-identify, or anonymize it consistent with our data-retention practices and applicable law.

14) Marketing Communications; TCPA Consent

By submitting a Lead Request or otherwise providing your contact information, you authorize howmuch to share your information with one or more independent third-party providers of the product or service you selected (for example, licensed insurance agents, brokers, carriers, or lenders) (“Providers”). You understand that each such Provider may contact you directly about your inquiry by telephone (including autodialed or prerecorded/artificial voice calls), text/SMS message, email, and/or mail, even if your number is on a federal or state Do-Not-Call list. Message and data rates may apply.

You also consent to receive communications from howmuch about your Lead Request and related Services.

Consent is not a condition of purchase.

Opt-Out:

  • Emails: use the “Unsubscribe” link or email privacy@howmuch.net

  • Texts: reply STOP

Because Providers are independent companies, we cannot predict which specific Provider(s) may contact you or the communication methods they may use. Each Provider is responsible for its own compliance with applicable telemarketing and privacy laws and must honor your opt-out requests directly. To stop communications from a Provider, contact that Provider directly.

15) U.S. State Privacy Rights (CA/CPRA, CO, CT, VA, UT, OR, MN, TX, and others)

Depending on your state of residence, you may have some or all of the following rights with respect to your personal information, subject to legal exceptions:

  1. Right to Know/Access: Request that we disclose the categories and specific pieces of personal information we collected about you, the categories of sources, purposes, and categories of third-party disclosures.

  2. Right to Delete: Request deletion of personal information we collected from you.

  3. Right to Correct: Request correction of inaccurate personal information.

  4. Right to Opt Out of “Sale,” “Sharing,” or Targeted Advertising: Opt out of certain disclosures to third parties, including for cross-context behavioral advertising/targeted advertising.

  5. Right to Data Portability: Request a copy of certain information in a portable format.

  6. Right to Limit Use of Sensitive Personal Information (CA only, where applicable): Request that we limit certain uses/disclosures of sensitive personal information.

  7. Right to Appeal (CO/CT/VA/OR/MN/TX and others): If we deny your request, you may appeal our decision.

  8. Non-Discrimination: We will not discriminate against you for exercising privacy rights (e.g., by denying goods/services or charging different prices), subject to permitted program differences (e.g., loyalty programs or financial incentives, if any).

How to Exercise Your Rights

We will take steps to verify your identity (e.g., by asking you to confirm information we already hold). If you use an authorized agent, we may require proof of authorization and identity verification.

Opt-Out of “Sale”/“Sharing”/Targeted Advertising

  • Use the “Do not sell my details” link on our Sites to set your preferences.

Nevada Residents

You may submit a verified request to privacy@howmuch.net to opt out of the “sale” of covered information under Nevada law.

16) CPRA “Notice at Collection” (California)

Below are the categories of personal information we collect, the purposes, and whether we sell/share for cross-context behavioral advertising as those terms are defined by California law:

Category of Personal Information Collected

Examples

Categories of Sources

Disclosures of Personal Information for a Business Purpose

Sale or Sharing of Personal Information

Identifiers

Name, email, phone number, IP address, cookie IDs, account login

1. Directly from individuals

2. Through automated means

Shared with service providers (CRM, customer support, analytics, security)

Yes — via advertising/analytics cookies (opt-out & GPC honored)

Customer Records (California Customer Records statute)

Contact details, lead requests, billing/shipping address

1. Directly from individuals

Shared with service providers and business partners (installers, contractors) to provide requested quotes/services

No (only disclosed for business purposes)

Protected Classification Characteristics

Age range (18+), veteran status (if provided)

1. Directly from individuals

Used for compliance, eligibility verification, and required reporting

No

Commercial or Inquiry Data

Products viewed, quotes requested, transaction intent

1. Directly from individuals

2. Through automated means

Shared with analytics and CRM service providers

Yes — for marketing and analytics (opt-out & GPC honored)

Internet or Device Activity

Browsing history, session logs, cookie data, referring URLs

2. Through automated means

Shared with analytics and security providers for site operation and improvement

Yes — for advertising and analytics (opt-out & GPC honored)

Geolocation (coarse)

City, state, ZIP inferred from IP or form input

2. Through automated means

Shared with analytics providers to improve service availability and performance

Yes — for analytics and advertising (opt-out & GPC honored)

Sensitive Personal Information (limited)

SSN, date of birth, driver’s license number, financial account number (if required for quote)

1. Directly from individuals

Disclosed only when necessary to fulfill a user-initiated request (e.g., insurance, mortgage, or loan quote) to Providers or regulated financial institutions; also shared with service providers for identity verification and compliance

No — disclosed solely at the user’s direction for requested quotes; not sold or shared for cross-context behavioral advertising

Inferences Drawn

Preferences, interests, or user segments derived from activity

2. Through automated means

3. Third-party sources

Shared with marketing and analytics service providers to personalize user experience

Yes — for personalization and advertising (opt-out & GPC honored)

* We do not knowingly sell/share data of users under 16.

Retention: See Section 13.
Sources: You, your devices, service providers/contractors, affiliates, data partners, and Providers.
Disclosures: Providers, service providers/contractors, affiliates, analytics/advertising partners, legal authorities, and parties to corporate transactions.

17) Financial Services Notices

  • FCRA: We are not a consumer reporting agency. We do not provide “consumer reports.” Do not use our Services to determine a person’s eligibility for credit, insurance, employment, housing, or any other purpose defined by the Fair Credit Reporting Act.

  • GLBA: Some activities of Providers may be subject to the Gramm-Leach-Bliley Act. When you proceed with a Provider, their GLBA-related notices and privacy practices apply to the information they collect from or about you.

  • HIPAA: We are not a HIPAA covered entity or business associate. Do not submit protected health information to us.

18) Third-Party Links and Services

The Sites may link to third-party websites/services. We do not control and are not responsible for their content or privacy practices. Review their policies before providing information.

19) Changes to this Policy

We may update this Privacy Policy from time to time. The “Last Updated” date indicates when changes became effective. Your continued use of the Sites after an update means you accept the updated Policy.

20) Contact Us

  • Privacy Requests/Questions: privacy@howmuch.net

  • General Support: contact@howmuch.net 

21) State-Specific Supplements

Where required, the following supplements apply in addition to the rest of this Policy.

A) California (CPRA)

California residents have the rights listed in Section 15. We do not discriminate against individuals for exercising any of their privacy rights under the California Privacy Rights Act (CPRA).

We use and disclose sensitive personal information only for the limited purposes permitted by CPRA §1798.121 and its implementing regulations — such as to provide or fulfill the Services requested by the consumer, to ensure security and integrity, to prevent fraud, to maintain the quality of our Services, or to comply with legal obligations.

In certain cases, when a consumer explicitly requests a quote or product comparison (for example, an insurance or mortgage quote), we may disclose limited sensitive personal information (e.g., date of birth, driver’s license number, or Social Security number) to a Provider solely to fulfill that request. Such disclosures are made securely and only at the consumer’s direction; we do not sell or share sensitive personal information for cross-context behavioral advertising or any unrelated purpose.

We do not knowingly sell or share the personal information of consumers under 16 years of age.

B) Colorado / Connecticut / Virginia / Oregon / Minnesota / Texas / Utah (and similar)

Residents may exercise rights to access, correct, delete, obtain a portable copy, and opt out of targeted advertising, sale, and certain profiling. To appeal a denied request, email privacy@howmuch.net with “Appeal” in the subject line and include your original request reference number. We will inform you in writing of our decision and your ability to contact your state attorney general if you disagree.

C) Nevada

You may submit a verified request to privacy@howmuch.net to opt out of the sale of covered information as defined by Nevada law.

22) Data Category Details 

Identifiers: We collect this information directly from you (e.g., when you complete a form or create an account) and automatically from your devices through cookies, pixels, and similar technologies. Identifiers may also come from our affiliates or partners. We disclose identifiers to service providers (for analytics, hosting, security, or communications), to advertising and analytics partners when cookies or similar technologies are enabled (subject to opt-out and Global Privacy Control signals), and to Providers when needed to fulfill a requested quote or service.

Inquiry and Customer Data: Collected directly from you when you request information, quotes, or product comparisons. Disclosed to Providers solely to evaluate and respond to your request or to fulfill the Services you asked us to provide. Not sold or shared for advertising purposes.

Sensitive Personal Information (limited): Collected only where necessary—such as Social Security number, date of birth, or driver’s-license number—on secure forms for identity verification, eligibility, or financial-product comparison requests. Access is restricted and safeguarded. Disclosed only (i) to verification vendors for fraud prevention and compliance, and (ii) to regulated Providers (e.g., insurers, lenders, or mortgage partners) when a user explicitly requests a quote or comparison requiring such data. Sensitive data is not sold or shared for cross-context behavioral advertising.

Device and Internet Activity: Collected automatically through cookies, pixels, SDKs, and log files when you interact with our Services. Includes device identifiers, browsing data, and location inferred from IP address. Disclosed to analytics and advertising partners for measurement, performance, and delivery of ads. You can opt out of sale/sharing or limit cookies through Your Privacy Choices or browser settings.

Inferences: Created from your interactions with our Services (e.g., product interests, estimated preferences). Used to personalize experiences, content, and marketing communications. Disclosed to analytics and marketing vendors; subject to opt-out and Global Privacy Control (if available).

23) How to Submit or Manage a Privacy Request (Step-By-Step)

  1. Submit via www.howmuch.net/ do-not-sell-my-info or email privacy@howmuch.net.

  2. We’ll verify your identity (e.g., match known info; request additional details if needed).

  3. If using an authorized agent, provide written authorization or power of attorney; we may still require direct verification.

  4. We’ll respond within the timeframe required by applicable law (subject to permitted extensions).

  5. If we deny your request (in whole or part), we’ll explain why and how to appeal (where applicable).