Effective Date: March 19, 2026
EquityUp ("we," "us," or "our") operates the website at equityup.pro and related services (collectively, the "Service"). This Privacy Policy explains how we collect, use, disclose, and protect your personal information when you use the Service.
EquityUp is a data-driven education and document preparation business based in Lehi, Utah. We help homeowners along Utah's Wasatch Front understand their home equity position using publicly available county assessor data. We are not a lender, loan servicer, or financial advisor.
By using the Service, you agree to the collection and use of information in accordance with this Privacy Policy. This policy should be read in conjunction with our Terms of Service.
| Data Type | When Collected | Purpose |
|---|---|---|
| Property address | Step 1 of the funnel (address picker) | Look up property data from county assessor records |
| Loan balance | Step 2 of the funnel | Calculate your loan-to-value (LTV) ratio |
| Loan origination year | Step 2 of the funnel | Assess PMI/MIP cancellation eligibility and timeline |
| Loan type (conventional, FHA, or unsure) | Step 2 of the funnel | Determine applicable PMI/MIP rules and report content |
| FHA loan details (vintage, down payment percentage) | Step 2, if FHA is selected | Classify FHA MIP removal eligibility track |
| Full name | Step 3 (email gate) | Personalize your report and correspondence |
| Email address | Step 3 (email gate) | Deliver your report and Watchlist notifications |
| Phone number (optional) | Step 3 (email gate) | Contact you for your Strategy Session or Premium Assist call |
| Data Type | Method | Purpose |
|---|---|---|
| Usage analytics (page views, funnel step progression, button clicks) | Google Analytics 4 (GA4) | Understand how users interact with the Service and improve conversion |
| Device and browser information (browser type, operating system, screen resolution) | Google Analytics 4 | Optimize the Service for different devices |
| IP address | Server logs, Google Analytics | Security, fraud prevention, and approximate geolocation for analytics |
| Referral source | Google Analytics 4 | Understand how users find the Service |
| Data Type | Source | Purpose |
|---|---|---|
| Standardized address data | Google Places API / Geocoding API | Validate and normalize the property address you enter |
| Property valuation and parcel data (assessed market value, building square footage, parcel ID) | Utah UGRC ArcGIS FeatureServer (county assessor records) | Generate your equity analysis and report |
| Payment confirmation (transaction ID, amount paid, payment status — not your card number) | Stripe | Confirm your purchase and trigger report delivery |
For transparency, here is exactly how your information moves through our system when you use the Service:
We use the information we collect for the following purposes:
We share your information with the following third-party service providers, solely to the extent necessary to operate the Service. We do not sell your data to any of these providers.
| Service Provider | Purpose | Data Shared | Privacy Policy |
|---|---|---|---|
| Stripe | Payment processing | Email, address, tier (for checkout metadata). Stripe collects your payment card details directly — we never see or store them. | stripe.com/privacy |
| Google (Places API, Geocoding API) | Address autocomplete and standardization | The property address text you type and select | policies.google.com/privacy |
| Google Analytics 4 | Website analytics and funnel optimization | Usage data, device info, IP address (anonymized by GA4 by default), funnel events | policies.google.com/privacy |
| UGRC ArcGIS FeatureServer | Public property data lookup | Property address (sent as a query to a public government API — no account or personal data is transmitted) | gis.utah.gov |
| Resend | Transactional email delivery | Recipient email address, name, email subject, and PDF report attachment | resend.com/legal/privacy-policy |
| Supabase (PostgreSQL) | Database hosting | All lead record data (stored encrypted at rest) | supabase.com/privacy |
| Render | Application hosting | Server logs (which may contain IP addresses and request data) | render.com/privacy |
| Calendly | Strategy call scheduling (Strategy and Premium tiers only) | You provide your information to Calendly directly when booking a call | calendly.com/privacy |
We may also disclose your information if required to do so by law, or in the good-faith belief that such action is necessary to:
In the event of a merger, acquisition, or sale of all or a portion of our assets, your personal information may be transferred as part of that transaction. We will notify you via email or a prominent notice on our website before your information becomes subject to a different privacy policy.
Cookies are small text files stored on your device by your web browser. They allow websites to remember information about your visit.
| Cookie / Technology | Type | Purpose | Duration |
|---|---|---|---|
| Google Analytics (_ga, _ga_*, _gid) | Analytics | Track page views, funnel progression, and user engagement to improve the Service | Up to 2 years (_ga), 24 hours (_gid) |
| Stripe | Functional / Security | Fraud prevention and payment processing on Stripe's checkout page | Session-based |
| Streamlit | Functional | Session management for the web application framework | Session-based |
You can control cookies through your browser settings. Most browsers allow you to block or delete cookies. However, disabling cookies may affect the functionality of the Service. For more information on managing cookies, visit allaboutcookies.org.
To opt out of Google Analytics specifically, you can install the Google Analytics Opt-Out Browser Add-on.
We retain your personal information for as long as necessary to fulfill the purposes described in this Privacy Policy, including:
When data is no longer needed, it is deleted or anonymized. You may request earlier deletion at any time (see Section 10).
We implement reasonable administrative, technical, and physical safeguards to protect your personal information, including:
Despite these measures, no method of transmission over the Internet or electronic storage is 100% secure. We cannot guarantee absolute security, and you use the Service at your own risk.
You have the following rights regarding your personal information:
To exercise any of these rights, please contact us at support@equityup.pro. We will respond to your request within 30 days. We may ask you to verify your identity before processing your request.
If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA):
To submit a CCPA/CPRA request, email support@equityup.pro with the subject line "California Privacy Request." We will verify your identity and respond within 45 days.
Residents of states with comprehensive privacy legislation (including Virginia, Colorado, Connecticut, and others that have enacted consumer data privacy laws) may have similar rights to access, correct, delete, and port their data. Please contact us at support@equityup.pro to exercise these rights, and we will respond in accordance with applicable law.
The Service is not directed to individuals under the age of 13, and we do not knowingly collect personal information from children under 13 years of age. The Service is designed for homeowners, who must be at least 18 years old to own property and enter into a mortgage.
If we become aware that we have collected personal information from a child under 13, we will take steps to delete that information promptly. If you believe a child under 13 has provided us with personal information, please contact us at support@equityup.pro.
The Service is operated from the United States and is intended for use by homeowners in Utah. If you access the Service from outside the United States, please be aware that your information will be transferred to, stored, and processed in the United States, where data protection laws may differ from those in your country of residence.
By using the Service from outside the United States, you consent to the transfer of your information to the United States and the processing of your information in accordance with this Privacy Policy.
Some web browsers transmit "Do Not Track" (DNT) signals to websites. Because there is no universally accepted standard for how to respond to DNT signals, we do not currently respond to them. However, you can manage your tracking preferences through browser cookie settings and the Google Analytics opt-out tool referenced in Section 7.3.
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:
We encourage you to review this Privacy Policy periodically. Your continued use of the Service after any changes constitutes your acceptance of the updated policy.
If you have questions about this Privacy Policy, want to exercise your data rights, or have a concern about how we handle your information, please contact us:
We aim to respond to all privacy-related inquiries within 30 days of receipt.