Privacy Policy

Introduction

CO Home Equity, a marketing brand of Friel-Good Mortgage, Inc. (“we,” “us,” or “our”), operates the website https://cohomeequity.com (the “Site”). This Privacy Policy explains how we collect, use, disclose, and safeguard your personal information when you visit our Site or submit information through our forms.

By using the Site, you consent to the data practices described in this policy. If you do not agree, please do not use the Site.

Information We Collect

Personal Information You Provide

When you fill out a form on our Site, we may collect:

• Full name
• Email address
• Phone number
• Home address or zip code
• Estimated home value and mortgage balance
• Estimated credit score range
• Loan type preferences (HELOC, home equity loan, mortgage, refinance)
• Purchase timeline
• Current insurance information (for insurance review requests)
• Any additional information you voluntarily provide in free-text fields

Information Collected Automatically

When you visit our Site, we may automatically collect:

• IP address and approximate geographic location
• Browser type and version
• Device type and operating system
• Pages visited, time spent on pages, and click behavior
• Referring URL (how you arrived at our Site)
• Cookies and similar tracking technologies (see below)

How We Use Your Information

We use the information we collect to:

• Connect you with our banking and lending partners for home equity products
• Connect you with insurance providers (including Direct Insurance Services) for homeowners insurance quotes
• Connect you with mortgage lenders for purchase and refinance inquiries
• Respond to your inquiries and provide customer support
• Send follow-up communications related to your inquiry (you may opt out at any time)
• Improve our Site, content, and user experience
• Analyze Site traffic and usage patterns
• Comply with legal obligations

How We Share Your Information

We may share your personal information with the following categories of third parties:

Lending & Insurance Partners

When you submit a form requesting rate information or insurance quotes, your information is shared with our partners so they can fulfill your request. These partners include:

• Our banking and lending partners — for HELOC and home equity loan applications
• Direct Insurance Services — for homeowners insurance comparison and quotes
• Licensed mortgage lenders — for mortgage rate quotes and loan inquiries

Once your information is shared with a partner, their own privacy policy governs their use of your data.

CRM & Marketing Platform

We use GoHighLevel (GHL) as our customer relationship management platform. Form submissions are sent to GHL for lead management, follow-up communications, and workflow automation.

Analytics & Advertising Providers

We use third-party services to analyze Site usage and deliver targeted advertising:

• Google Analytics 4 (GA4) — website traffic analysis and user behavior tracking
• Google Tag Manager (GTM) — tag management for analytics and marketing scripts
• Microsoft Clarity — session recordings and heatmaps to improve user experience
• Meta (Facebook) Pixel — conversion tracking and ad targeting on Meta platforms

These services may collect information about your browsing activity across different websites over time.

Legal Compliance

We may disclose your information if required by law, in response to a subpoena or court order, or to protect our rights, property, or safety.

Cookies & Tracking Technologies

Our Site uses cookies and similar technologies to enhance your experience and collect usage data. Types of cookies we use include:

• Essential cookies — required for basic Site functionality
• Analytics cookies — help us understand how visitors interact with the Site (Google Analytics, Microsoft Clarity)
• Advertising cookies — used to deliver relevant ads and measure campaign effectiveness (Meta Pixel, Google Ads)

You can control cookies through your browser settings. Disabling certain cookies may limit Site functionality. You can also opt out of Google Analytics by installing the Google Analytics Opt-Out Browser Add-on.

Data Retention

We retain your personal information for as long as necessary to fulfill the purposes described in this policy, or as required by law. Lead data is typically retained for up to 3 years to support ongoing customer relationships and comply with financial services record-keeping requirements.

Data Security

We use commercially reasonable technical and organizational safeguards to protect your personal information, including HTTPS encryption for all data transmission. However, no method of internet transmission or electronic storage is 100% secure, and we cannot guarantee absolute security.

Your Privacy Rights

All Users

You have the right to:

• Opt out of marketing communications by clicking “unsubscribe” in any email or contacting us directly
• Request access to the personal information we hold about you
• Request correction or deletion of your personal information

Colorado Privacy Rights (CPA)

If you are a Colorado resident, the Colorado Privacy Act provides you with additional rights, including:

• The right to know what personal data we collect and how it is used
• The right to access your personal data
• The right to correct inaccuracies in your personal data
• The right to delete your personal data
• The right to opt out of the sale of personal data or targeted advertising
• The right to data portability

California Privacy Rights (CCPA/CPRA)

If you are a California resident, the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), provides you with additional rights:

• Right to Know: You may request details about the categories and specific pieces of personal information we have collected about you in the past 12 months.
• Right to Delete: You may request deletion of your personal information, subject to certain exceptions.
• Right to Opt Out of Sale: If we “sell” personal information as defined by the CCPA (including sharing data with lending partners for lead generation), you have the right to opt out.
• Right to Non-Discrimination: We will not discriminate against you for exercising your privacy rights.
• Right to Correct: You may request correction of inaccurate personal information.
• Right to Limit Use of Sensitive Information: You may request that we limit our use of sensitive personal information.

To exercise any of these rights, contact us at info@cohomeequity.com or call (720) 799-2202. We will respond within the timeframes required by applicable law.

Do Not Track Signals

Our Site does not currently respond to “Do Not Track” browser signals. However, you can manage tracking through cookie settings and the opt-out mechanisms described above.

Children’s Privacy

Our Site is not intended for individuals under the age of 18. We do not knowingly collect personal information from children. If you believe we have inadvertently collected information from a minor, please contact us immediately and we will delete it.

Third-Party Links

Our Site may contain links to third-party websites, including our banking and lending partner sites, insurance partner sites, and social media platforms. We are not responsible for the privacy practices of these third-party sites. We encourage you to review the privacy policies of any site you visit.

Changes to This Policy

We may update this Privacy Policy from time to time. Changes will be posted on this page with an updated “Last updated” date. Your continued use of the Site after any changes constitutes acceptance of the revised policy.

Contact Us

If you have questions about this Privacy Policy or wish to exercise your privacy rights, contact us at: