En español: A continuación se encuentra la versión oficial en inglés de este documento. Hay un resumen en español disponible bajo solicitud — escríbanos a support@equityup.pro.
Welcome to EquityUp. These Terms of Service ("Terms") govern your access to and use of the website located at equityup.pro, including all related services, tools, reports, and content (collectively, the "Service") provided by EquityUp ("we," "us," or "our"), a data-driven education and document preparation business based in Lehi, Utah.
Please read these Terms carefully before using the Service. By accessing or using any part of the Service, you agree to be bound by these Terms.
1. Acceptance of Terms
By accessing or using the Service, creating an account, purchasing a report, or submitting your information through our website, you acknowledge that you have read, understood, and agree to be bound by these Terms. If you do not agree to these Terms, you must not use the Service.
Your use of the Service is also governed by our Privacy Policy, which is incorporated into these Terms by reference.
2. Eligibility
The Service is intended for use by individuals who are at least eighteen (18) years of age. By using the Service, you represent and warrant that you are at least 18 years old and have the legal capacity to enter into these Terms. If you are using the Service on behalf of another person (such as a spouse or family member), you represent that you have the authority to bind that person to these Terms.
3. Description of Services
EquityUp is a data-driven education and document preparation service that helps homeowners along Utah's Wasatch Front (Utah, Salt Lake, Davis, and Weber counties) understand their home equity position relative to their mortgage balance. Our Service uses publicly available county assessor data to estimate property values and calculate loan-to-value (LTV) ratios.
3.1 Free Tools
LTV Auditor ("Strike Zone" Teaser): An automated tool that queries public GIS records to provide a preliminary assessment of whether your property may have sufficient equity to request PMI cancellation. This free teaser provides a summary view — enough to confirm your general equity position, but not a complete analysis.
Watchlist: A free alert system for homeowners whose current LTV is above 80%. We will notify you when local appreciation trends suggest your property may have reached a favorable equity position.
3.2 Paid Products
PMI Savings & Readiness Report ($99): A 6-page PDF report that includes a Lender Readiness Score, cost-of-waiting analysis, equity zone classification, and a personalized action plan based on your property data and loan information.
Strategy Session ($250): Everything in the $99 report (expanded to 10 pages with 4 personalized roadmap pages), plus a custom lender request letter drafted using Homeowners Protection Act (HPA) language, a 30-minute strategy call, a PMI Removal Checklist, and a 10-Step PMI Removal Roadmap. The $99 report purchase price is credited toward this tier.
Full Preparation Package ($750): Everything in the Strategy Session, plus a second 30-minute session after your lender responds, an escalation letter if your initial request is denied, a BPO/appraisal preparation briefing, and a lender response review. The $99 report purchase price is credited toward this tier.
For homeowners with FHA loans, equivalent products are available with content tailored to FHA Mortgage Insurance Premium (MIP) removal or refinancing, as applicable to your loan type.
3.3 What We Deliver
All paid products consist of bounded deliverables as described above. EquityUp delivers educational reports, template documents, and consulting calls — not open-ended services. The scope of each tier is limited to the specific items listed.
4. Important Disclaimers — Not Financial, Legal, or Appraisal Services
EquityUp is NOT a lender, loan servicer, mortgage broker, real estate broker, licensed appraiser, financial advisor, or legal services provider.
The information, reports, and documents provided through the Service are for educational and informational purposes only and do not constitute financial advice, legal advice, investment advice, tax advice, or a formal property appraisal.
Our reports are based on publicly available county assessor records and are not a substitute for a licensed appraisal, Broker Price Opinion (BPO), or other formal property valuation.
Template letters and checklists we provide are educational tools. You are always the actor — EquityUp does not contact your lender, mortgage servicer, or any financial institution on your behalf, at any time, for any reason.
You should consult with a licensed attorney, financial advisor, or other qualified professional before making decisions about your mortgage, PMI removal, or refinancing.
Our Lender Readiness Score is a proprietary metric designed to help you assess your readiness; it is not a credit score, risk assessment, or guarantee of lender approval.
5. User Accounts and Responsibilities
To access certain features of the Service, you may need to provide your name, email address, property address, and loan information. You agree to:
Provide accurate, current, and complete information when prompted.
Keep your email address and contact information up to date.
Not impersonate another person or provide false property or loan information.
Not use the Service for any property you do not own or have legal authority to inquire about.
Not use automated scripts, bots, or scraping tools to access the Service.
You are responsible for all activity associated with your email address on our platform.
6. Payment Terms and Pricing
Paid products are available at the prices listed on the Service at the time of purchase. All prices are in United States Dollars (USD).
Payment Processor: All payments are processed securely by Stripe, Inc. EquityUp does not collect, store, or have access to your credit card number, debit card number, or other payment card details. Your payment information is transmitted directly to Stripe and is subject to Stripe's Privacy Policy and Stripe's Terms of Service.
One-Time Purchases: All products are one-time purchases. There are no subscriptions, recurring charges, or hidden fees.
Upgrade Credits: If you purchase the $99 PMI Savings & Readiness Report and later decide to upgrade to the Strategy Session ($250) or Full Preparation Package ($750), the $99 you already paid will be credited toward the upgrade price.
Taxes: Prices do not include applicable sales tax, use tax, or other taxes. Any applicable taxes will be calculated and added at checkout as required by law.
7. Refund Policy
Because our products are digital goods that are generated and delivered electronically (PDF reports sent to your email), all sales are final once a report has been generated and delivered.
No refunds will be issued after a report has been delivered to the email address provided at checkout.
If you experience a technical issue that prevents delivery of your report (e.g., the email was not received or the PDF is corrupted), please contact us at support@equityup.pro and we will re-send your report or resolve the issue promptly.
If your report contains a material data error that is attributable to a flaw in our system (not a discrepancy between assessor records and a formal appraisal), we will issue a corrected report at no additional cost.
For the Strategy Session and Full Preparation Package, if you have not yet used the strategy call, you may request a refund of the incremental amount above the $99 report price within 14 days of purchase by contacting support@equityup.pro. The $99 report portion is non-refundable once delivered.
8. Data Accuracy and Limitations
EquityUp retrieves property data from the following public sources:
Utah Geospatial Resource Center (UGRC): County assessor Land Information Records (LIR) published via ArcGIS FeatureServer, covering Utah, Salt Lake, Davis, and Weber counties.
Google Geocoding API: Used to standardize and validate property addresses before querying assessor records.
You acknowledge and agree that:
County assessor valuations are not the same as fair market value and may differ from a licensed appraisal, BPO, or the price a willing buyer would pay on the open market.
Assessor records may contain errors, be outdated, or not reflect recent improvements, damage, or market conditions.
PMI and MIP cost estimates provided in our reports are approximations based on LTV-banded rate tables sourced from publicly available insurer rate cards. Your actual PMI/MIP rate depends on your credit profile, loan terms, and insurer. However, your right to request PMI cancellation under the Homeowners Protection Act is determined by equity, not by the exact PMI dollar amount.
Our Service currently covers properties along Utah's Wasatch Front only. We make no representation about availability or accuracy for properties outside our coverage area.
Data retrieved from public sources is provided "as is." EquityUp does not independently verify, warrant, or guarantee the accuracy or completeness of any data obtained from county assessor records or other public databases.
9. No Guarantee of PMI or MIP Removal
EquityUp does not guarantee that you will be able to remove PMI or MIP from your mortgage.
The decision to cancel PMI or MIP is made solely by your lender or mortgage servicer, based on their own policies, your loan terms, a formal appraisal or BPO (if required), your payment history, and applicable federal law (including the Homeowners Protection Act of 1998). Our reports and materials are designed to help you understand your equity position and prepare a request — the outcome of that request is outside our control.
For FHA loans originated after June 3, 2013 with less than 10% down payment, MIP is required for the life of the loan and can only be eliminated by refinancing out of the FHA loan program. Our materials for this loan type focus on refinancing readiness, not MIP cancellation.
10. Intellectual Property
All content, design, text, graphics, logos, data compilations, report templates, scoring methodologies, software, and other materials available through the Service are the property of EquityUp or our licensors and are protected by United States copyright, trademark, and other intellectual property laws.
Reports you purchase are licensed for your personal, non-commercial use only. You may share your report with your lender, mortgage servicer, real estate agent, or attorney in connection with your PMI removal or refinancing efforts.
You may not reproduce, distribute, resell, or create derivative works from our reports, templates, or other materials without our prior written consent.
The EquityUp name, logo, and brand marks are trademarks of EquityUp. You may not use them without our prior written permission.
11. Prohibited Conduct
You agree not to:
Use the Service for any unlawful purpose or in violation of any applicable law or regulation.
Submit false, misleading, or fraudulent information (including fabricated property addresses or loan balances).
Attempt to access property data for addresses you do not own or have no legitimate interest in.
Use automated tools, bots, crawlers, or scrapers to access the Service or extract data.
Circumvent, disable, or interfere with any security or access-control features of the Service.
Reverse-engineer, decompile, or attempt to derive the source code of any software used in the Service.
Resell, redistribute, or commercially exploit any reports, data, or content obtained through the Service.
Use the Service to compete with EquityUp or to build a competing product or service.
Harass, abuse, or threaten our staff or other users.
12. Third-Party Services
The Service integrates with and relies on the following third-party services. Your use of these services is governed by their respective terms and privacy policies:
Calendly: Strategy call scheduling (for Strategy Session and Full Preparation Package tiers). Calendly Terms
EquityUp is not responsible for the availability, accuracy, or conduct of any third-party service. Links to third-party websites or services are provided for convenience and do not imply endorsement.
13. Limitation of Liability
TO THE MAXIMUM EXTENT PERMITTED BY APPLICABLE LAW:
THE SERVICE AND ALL REPORTS, DATA, DOCUMENTS, AND CONTENT ARE PROVIDED "AS IS" AND "AS AVAILABLE" WITHOUT WARRANTIES OF ANY KIND, WHETHER EXPRESS, IMPLIED, STATUTORY, OR OTHERWISE, INCLUDING BUT NOT LIMITED TO WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, ACCURACY, COMPLETENESS, OR NON-INFRINGEMENT.
EQUITYUP DOES NOT WARRANT THAT THE SERVICE WILL BE UNINTERRUPTED, ERROR-FREE, OR SECURE, OR THAT ANY DEFECTS WILL BE CORRECTED.
IN NO EVENT SHALL EQUITYUP, ITS OFFICERS, DIRECTORS, EMPLOYEES, AGENTS, OR AFFILIATES BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, OR PUNITIVE DAMAGES, INCLUDING BUT NOT LIMITED TO LOSS OF PROFITS, DATA, USE, GOODWILL, OR OTHER INTANGIBLE LOSSES, ARISING OUT OF OR RELATED TO YOUR USE OF OR INABILITY TO USE THE SERVICE.
EQUITYUP'S TOTAL AGGREGATE LIABILITY FOR ALL CLAIMS ARISING OUT OF OR RELATED TO THESE TERMS OR THE SERVICE SHALL NOT EXCEED THE AMOUNT YOU PAID TO EQUITYUP IN THE TWELVE (12) MONTHS PRECEDING THE EVENT GIVING RISE TO THE CLAIM, OR ONE HUNDRED DOLLARS ($100), WHICHEVER IS GREATER.
EQUITYUP SHALL NOT BE LIABLE FOR ANY DECISIONS YOU MAKE BASED ON INFORMATION PROVIDED THROUGH THE SERVICE, INCLUDING BUT NOT LIMITED TO DECISIONS REGARDING PMI CANCELLATION REQUESTS, MORTGAGE REFINANCING, OR PROPERTY TRANSACTIONS.
Some jurisdictions do not allow the exclusion or limitation of certain warranties or liabilities. In such jurisdictions, our liability shall be limited to the greatest extent permitted by law.
14. Indemnification
You agree to indemnify, defend, and hold harmless EquityUp, its officers, directors, employees, agents, and affiliates from and against any and all claims, damages, losses, liabilities, costs, and expenses (including reasonable attorneys' fees) arising out of or related to:
Your use of or access to the Service.
Your violation of these Terms.
Your violation of any applicable law or regulation.
Any information you submit through the Service that is false, misleading, or inaccurate.
Any actions you take based on information provided through the Service, including communications with your lender or mortgage servicer.
15. Termination and Suspension
We may suspend or terminate your access to the Service at any time, with or without cause, and with or without notice, including if we reasonably believe that you have violated these Terms.
Upon termination:
Your right to access the Service will immediately cease.
If you have purchased reports that have already been delivered, your license to use those reports for personal purposes shall survive termination.
Sections of these Terms that by their nature should survive termination shall survive, including but not limited to Sections 4 (Disclaimers), 10 (Intellectual Property), 13 (Limitation of Liability), 14 (Indemnification), 16 (Dispute Resolution), and 17 (Governing Law).
You may discontinue your use of the Service at any time. If you wish to have your data deleted, please contact us at support@equityup.pro.
16. Dispute Resolution
16.1 Informal Resolution
Before initiating any formal proceeding, you agree to contact us at support@equityup.pro and attempt to resolve any dispute informally for at least thirty (30) days. Most concerns can be resolved quickly and satisfactorily through direct communication.
16.2 Binding Arbitration
If we are unable to resolve a dispute informally, you and EquityUp agree that any dispute, claim, or controversy arising out of or relating to these Terms or the Service shall be resolved by binding individual arbitration administered by the American Arbitration Association ("AAA") under its Consumer Arbitration Rules. The arbitration shall take place in Utah County, Utah, unless you and EquityUp agree otherwise. The arbitrator's decision shall be final and binding and may be entered as a judgment in any court of competent jurisdiction.
16.3 Class Action Waiver
YOU AND EQUITYUP AGREE THAT EACH PARTY MAY BRING CLAIMS AGAINST THE OTHER ONLY IN AN INDIVIDUAL CAPACITY, AND NOT AS A PLAINTIFF OR CLASS MEMBER IN ANY PURPORTED CLASS, CONSOLIDATED, OR REPRESENTATIVE PROCEEDING. The arbitrator may not consolidate more than one person's claims and may not preside over any form of class or representative proceeding.
16.4 Exceptions
Notwithstanding the above, either party may bring a claim in small claims court in Utah County, Utah, if the claim qualifies. Either party may also seek injunctive or other equitable relief in a court of competent jurisdiction to prevent the actual or threatened infringement or misappropriation of intellectual property rights.
17. Governing Law
These Terms shall be governed by and construed in accordance with the laws of the State of Utah, without regard to its conflict-of-law provisions. To the extent that any lawsuit or court proceeding is permitted under these Terms, you and EquityUp agree to submit to the exclusive personal jurisdiction of the state and federal courts located in Utah County, Utah.
18. Modifications to These Terms
We reserve the right to modify these Terms at any time. When we make material changes, we will:
Update the "Effective Date" at the top of this page.
Post the updated Terms on our website.
If we have your email address, send you a notification of material changes.
Your continued use of the Service after any changes to these Terms constitutes your acceptance of the updated Terms. If you do not agree with the updated Terms, you must stop using the Service.
19. Severability
If any provision of these Terms is found to be unenforceable or invalid by a court of competent jurisdiction, that provision shall be limited or eliminated to the minimum extent necessary, and the remaining provisions of these Terms shall remain in full force and effect.
20. Entire Agreement
These Terms, together with the Privacy Policy, constitute the entire agreement between you and EquityUp regarding the Service and supersede all prior or contemporaneous communications, proposals, and agreements, whether oral or written.
21. Contact Information
If you have questions about these Terms, please contact us: