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Privacy Policy

Unitifi Privacy Policy

Effective Date: June 30, 2026

 

Unitifi respects your privacy and is committed to protecting the personal information entrusted to us. This Privacy Policy explains how Unitifi collects, uses, shares, and safeguards information when you visit our website, download resources, request information, register for events, sign up for communications, use our platform, or complete behavioral assessments. Unitifi provides a behavioral intelligence platform designed to help financial advisors better understand client decision-making, risk preferences, and financial behavior. We handle personal information in accordance with this Privacy Policy and applicable law.

1. Scope of This Privacy Policy

  This Privacy Policy applies to the following categories of interactions with Unitifi:

  • Website Visitors and Marketing Leads, including individuals who visit our website, submit forms, download resources, request demos, register for events, or sign up for marketing communications.
  • Platform Users, including financial advisors, advisory firms, and other authorized users who access and use the Unitifi platform.
  • Assessment Takers, including individuals who complete behavioral assessments through an authorized financial advisor or advisory firm.

In some cases, the same individual may interact with Unitifi in more than one of these contexts. Where an assessment is administered by a financial advisory firm, that firm generally directs how assessment information is collected and used, and Unitifi processes that information in connection with the services we provide to the firm.

2. Information We Collect

When you visit our website or engage with Unitifi for informational or marketing purposes, we may collect:
  • Name
  • Email address
  • Phone number
  • Mailing address
  • Company or firm name
  • Job title
  • Areas of interest
  • Communication preferences
  • Other information you provide through forms or communications
 
We may collect this information when you:
 
  • Download resources, guides, reports, or other materials
  • Request a demo
  • Submit a website form
  • Register for webinars, events, or other programs
  • Sign up for newsletters or marketing emails
  • Contact us with questions or requests
 

We may also collect technical and usage information, including:

  • IP address
  • Browser type
  • Device type
  • Operating system
  • Pages viewed
  • Referring website or source
  • Date and time of visits
  • Email engagement data, such as opens and clicks
  • Interactions with forms, downloads, and website features
 
This information may be collected through cookies, pixels, analytics tools, or similar technologies. See Section 6 for more detail.
 
B. Information From Platform Users and Assessment Takers 

When you use the Unitifi platform or complete a Unitifi assessment, we may

collect:

  • Name
  • Email address
  • Phone number
  • Mailing address
  • Age (for assessment takers)
  • Anticipated retirement age or year (for assessment takers)
  • Payment information, such as credit card details (for platform users)
  • Other requested account or profile information, such as additional
  • authorized decision makers in the household (for assessment takers)
  • Other information you provide through platform interactions or communications
 
 

We also collect Behavioral Assessment Responses. When you complete an assessment, we collect your specific answers regarding your financial decision- making style, emotional tolerance, and reactions to market conditions. These responses may relate to:

 

  • Financial decision-making
  • Risk tolerance (self-reported and generated by Unitifi)
  • Emotional responses to market conditions
  • Planning preferences
  • Related behavioral indicators
  • Communication preferences
 
Unitifi uses assessment responses and related data to generate behavioral
insights, such as a financial personality type and a proprietary risk score. These
scores are designed for use within the Unitifi platform and do not necessarily
correspond to, or map directly to, third-party risk assessment tools.

 

3. How We Use Information

Unitifi uses personal information for legitimate business, platform, service, security, compliance, and communication purposes.

 

A. Website Visitors and Marketing Leads

 

We may use information collected through website visits and marketing interactions to:

  • Respond to inquiries and demo requests
  • Provide access to resources, events, and other requested materials
  • Send newsletters, product updates, educational content, and marketing communications
  • Personalize communications based on stated interests or prior interactions
  • Measure engagement with emails, website content, and downloadable materials
  • Maintain and improve our website
  • Understand visitor behavior and content performance
  • Diagnose technical issues
  • Protect against unauthorized activity

 

B. Platform Users and Assessment Takers

We may use information collected through the platform and assessments to:

  • Create and manage user profiles
  • Administer behavioral assessments
  • Analyze assessment responses
  • Generate behavioral insights and proprietary risk scores
  • Provide authorized advisors with information to support client conversations and planning
  • Improve platform functionality, accuracy, and user experience

We may also use this information to help your authorized financial advisor or

advisory firm better understand your preferences, decision-making style, and risk

considerations. This can support more informed conversations about financial

planning, investment strategy, and long-term goals.

 

C. Security, Compliance, and Legal Purposes

For both website and platform interactions, we may use information to:

  • Protect the security and integrity of our systems
  • Detect, prevent, and respond to fraud, misuse, unauthorized access, or security incidents
  • Comply with applicable legal, regulatory, and contractual obligations
  • Enforce our agreements, policies, and rights
  • Respond to lawful requests from regulators, courts, or government authorities
 

4. How We Share Information

Unitifi limits the sharing of personal information to the purposes described in this
Privacy Policy. We share information in the following circumstances.
 

A. With Your Authorized Financial Advisor and Firm

 

We may share your personal information, behavioral assessment responses,

behavioral insights, and proprietary risk scores with your authorized financial

advisor and their advisory firm. This access is intended to support advisor-client

communication, planning, and service delivery.

B. With Service Providers

 

We may share limited information with trusted service providers that help us

operate our business, website, and platform. These providers may support:

  • Website hosting and analytics
  • Email and marketing communications
  • Customer relationship management
  • Data storage and security
  • Platform infrastructure
  • Technical support
  • Business operations

Service providers are expected to use personal information only as needed to

perform services on our behalf.

C. For Legal and Business Purposes

 

We may disclose information when we believe it is necessary to:

  • Comply with applicable law, regulation, legal process, or governmental request
  • Protect the rights, property, or safety of Unitifi, our users, advisors, firms, or others
  • Investigate potential violations of our agreements or policies
  • Support audits, regulatory reviews, or compliance obligations

If Unitifi is involved in a merger, acquisition, financing, reorganization, sale of assets, or similar transaction, personal information may be transferred as part of that transaction, subject to appropriate confidentiality and privacy protections.

D. No Sale of Individual Personal Information

 

Unitifi does not sell, rent, or trade personally identifiable information or individual behavioral assessment responses to third parties for monetary compensation. Unitifi may share or sell aggregated, de-identified information that does not identify any individual, such as insights related to industry trends, geography, or financial personality types.

5. Marketing Communications

If you provide your information through a website form, downloadable resource,
demo request, event registration, or marketing email sign-up, Unitifi may use that
information to send you relevant business, product, educational, and marketing
communications.
 
You may opt out of marketing emails at any time by:
  • Clicking the unsubscribe link included in our marketing emails
  • Contacting us at privacy@unitifi.com
 
Even if you opt out of marketing communications, we may still send you non- marketing communications, such as service notices, administrative messages, security alerts, transactional emails, and other messages related to your use of the Unitifi platform.
 
For individuals who took an assessment through an association with a financial advisory firm, our communications are generally limited to assessment-related materials, including links, invitations, and results, as we maintain their information only in connection with the services we provide to those firms. Unitifi does not intend to send marketing communications to individuals who complete our assessment tool. If this occurs for any reason, those individuals may opt out at any time using the methods described above.
 

6. Cookies and Similar Technologies

Unitifi may use cookies, pixels, analytics tools, and similar technologies to operate our website, improve performance, understand visitor engagement, and support marketing activities.
 
These technologies may help us:
 
  • Remember user preferences
  • Analyze website traffic
  • Understand how visitors interact with content
  • Measure email and campaign performance
  • Improve website functionality
 
You may be able to manage cookies through your browser settings. If you disable certain cookies, some website features may not function as intended. Where required by law, we will seek your consent for the use of non-essential cookies.
 

7. Data Security

We maintain reasonable safeguards designed to help protect personal information from unauthorized access, loss, misuse, disclosure, alteration, or destruction.
 
These safeguards may include administrative, technical, and organizational measures appropriate to the nature of the information and how it is processed. Although we take steps to protect personal information, no method of transmission, storage, or security can be guaranteed to be completely secure. Users are encouraged to take appropriate precautions to protect their account information and devices.
 
Our security practices apply to information within our systems and under our control. Financial advisory firms and other third parties that access or use the platform are independently responsible for maintaining appropriate safeguards for their own systems, devices, networks, and credentials. We are not responsible for the privacy or security practices of third parties outside our control.
 

8. Data Retention

Unitifi retains personal information for as long as reasonably necessary to fulfill the purposes described in this Privacy Policy, including:
 
  • Providing services and supporting advisor relationships
  • Maintaining business records
  • Complying with legal and regulatory obligations
  • Resolving disputes and enforcing agreements
 
Retention periods may vary depending on the type of information, the nature of the relationship, applicable legal requirements, and operational needs. When information is no longer needed, we take reasonable steps to delete, anonymize, or securely store it.
 

9. Regulatory Compliance

Unitifi’s privacy and data handling practices are not intended to, and do not by themselves, guarantee satisfaction of any SEC, FINRA, suitability, recordkeeping, or other regulatory obligations applicable to financial advisors or firms.
 
Unitifi designs its privacy and data handling practices to align with applicable privacy and data protection laws, including the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other applicable privacy regulations.
 
Where required by law, Unitifi provides individuals with specific rights regarding their personal information, including rights to access, correct, delete, or restrict certain uses of personal data.
 
Unitifi may support financial services firms and advisors in connection with data governance, privacy, and security practices related to their client relationships and regulatory responsibilities. However, each firm and advisor remains solely responsible for its own legal, compliance, privacy, security, and regulatory obligations.
 

10. Your Rights and Choices

Depending on your location and applicable law, you may have certain rights regarding your personal information.
 
For Platform Users
If you use the Unitifi platform directly, you may have the right to:
  • Access Your Information: Request access to the personal information Unitifi maintains about you.
  • Correct Your Information: Request that inaccurate or incomplete personal information be corrected or updated.
  • Delete Your Information: Request deletion of your personal information, subject to applicable legal, regulatory, contractual, or legitimate business retention requirements.
  • Opt Out of Marketing Communications: Opt out of receiving marketing emails at any time using the unsubscribe link or by contacting us directly. See Section 5.
  • Limit Certain Uses: Where applicable law provides this right, request that Unitifi limit or restrict certain uses of your personal information.
 
For Assessment Takers
If you complete an assessment through a financial advisory firm or other organization that uses Unitifi, your information is generally collected and used in connection with that firm’s use of the Unitifi platform.
 
To access, correct, update, or request deletion of your information, you should contact the financial advisory firm or organization that provided your assessment. In many cases, corrections or updates to assessment-related information are made through a new or updated assessment rather than by changing an existing response.
 
Unitifi may also assist the applicable firm or organization in responding to such requests, as appropriate and consistent with applicable law.
 
Assessment takers may also:
 
  • Opt Out of Marketing Communications: Unitifi does not intend to send marketing communications to individuals who use our assessment tool. Should this occur for any reason, you may opt out at any time using the unsubscribe link in our emails or by contacting us directly. See Section 5.
  • Limit Certain Uses: Where applicable law provides this right, request that Unitifi limit or restrict certain uses of your personal information.

 

Exercising Your Rights
To exercise your privacy rights as a platform user, contact Unitifi at privacy@unitifi.com. If you completed an assessment, contact your financial advisor directly, contact the financial advisory firm that provided the assessment as a starting point.
 
We may need to verify your identity before processing certain requests. We will respond to privacy requests in accordance with applicable law.
 

11. International Users

If you access Unitifi services or our website from outside the United States, your information may be processed in the United States or other jurisdictions where Unitifi or its service providers operate.
 
Where required, Unitifi takes appropriate steps to support lawful data transfers and to protect personal information in accordance with applicable privacy laws.
 

12. Children’s Privacy

Unitifi services are not directed to children, and we do not knowingly collect personal information from children under the age of 13. If we learn that we have collected personal information from a child without appropriate consent, we will take reasonable steps to delete it.
 

13. Changes to This Privacy Policy

Unitifi may update this Privacy Policy from time to time to reflect changes in our practices, services, legal obligations, or operational needs.
 
When we update this Privacy Policy, we will revise the effective date above. Your continued use of our website or services after an updated Privacy Policy is posted means the updated terms apply to your use of the services.
 

14. Contact Information

If you have questions about this Privacy Policy or wish to exercise your privacy rights, please contact us at:
 
Unitifi
12020 Shamrock Plaza #200, Omaha, NE 68154, US
Email: privacy@unitifi.com