Definitions

“We”, “us“, “our”, “organization” or “the Company” refers to Lift Equity Group Inc., its staff, contractors, legal representatives, and business partners providing services in life insurance, mortgage brokering, real estate investment, coaching and consulting across Canada.

Personal Information: Data that identifies an individual, such as name, date of birth, SIN, address, phone number, email, financial status, or identification numbers.

Authorized Representative: refers to any individual legally permitted to act on your behalf of another person or organization, such as through Power of Attorney, corporate authority, legal guardianship, or written mandate.

Principal: refers to the person or organization granting authority to an Authorized Representative to act on their behalf in engaging with the Company’s services.

Media: Audio, visual, or written content that may include an individual’s likeness, voice, or identity.

Information We Collect

We collect the following categories of information:

• Personal Identification: Full name, mailing address, home address, phone number(s), email, date of birth, and occupation
• Financial Information: Income, employment, credit history, financial goals, assets, debts, SIN (where required)
• Service History: Notes from trainings, workshops, coaching or consultation sessions, service preferences, newsletter opt-ins and all other forms of communications
• Professional and Investment Preferences: Risk tolerance, investment goals, property ownership details
• From third parties: With your consent, we may collect financial or legal records from lenders, insurers, credit bureaus, or public databases
• From Authorized Representatives: Validated authority documentation, such as Power of Attorney, corporate resolutions, or legal guardianship forms
• Technical Data: IP address, device type, cookies, and site usage analytics

How We Collect Information

We collect personal information through a variety of methods, both directly and indirectly, including but not limited to:

• Digital Forms and Online Tools: Information is collected when you complete intake forms, application forms, surveys, subscription forms, leave comments on the site, and other digital interfaces on our website or partner platforms.
• Virtual and In-Person Interactions: Information shared during coaching sessions, consultations, workshops, webinars, phone calls, and in-person meetings is documented for service delivery and recordkeeping.
• Electronic Communication Channels: Personal details may be collected via email, telephone calls, SMS/text messages, video conferencing, direct messaging platforms, and live chat tools used by our organization.
• Cookies and Web Tracking Technologies: When you interact with our websites or apps, we automatically collect information using cookies, pixel tags, session trackers, analytics tools(such as Google Analytics), and log files. This includes IP addresses, device types, pages visited, browser types, and other usage data.
• Authorized Third-Party Integrations: When you connect your information through third-party platforms (e.g., financial apps, booking systems, calendar tools, or e-signature services), and explicitly authorize such access, we collect relevant data needed to fulfill our services.
• Verification and Compliance Tools: In certain cases, we may collect additional data through identification verification tools, client screening mechanisms, or compliance systems required by law (e.g., anti-money laundering checks).
• Referrals and Representative Submissions: Information may be collected from a referring party, Principal or Authorized Representative acting on your behalf, provided proper legal authorization and documentation is supplied.

Legal Basis for Collection

We collect personal information only for the purposes directly related to the services we offer and in compliance with:

• Personal Information Protection and Electronic Documents Act (PIPEDA)
• Canada’s Anti-Spam Legislation (CASL)
• Provincial privacy legislation, including but not limited to:
  • Ontario’s Freedom of Information and Protection of Privacy Act (FIPPA)
  • Alberta’s Personal Information Protection Act (PIPA)
  • Quebec’s Act to Modernized Legislative Provisions respecting the Protection of Personal Information (Law 25)
• Industry-specific regulations, such as those of the Financial Services Regulatory Authority of Ontario (FSRA), Financial Transactions and Reports Analysis Centre of Canada (FINTRAC), and the Office of the Superintendent of Financial Institutions (OSFI)

We make reasonable efforts to keep your data accurate and up-to-date. You may request corrections or updates by contacting us in writing. We will respond within statutory timelines.

Use of Personal Information

Your personal information is used to:

• Provide and manage our services
• Process applications for insurance, mortgages, investment products, training, coaching or consultation
• Authenticate identity and authority (including for Principals and Representatives)
• Communicate with you about services and agreements
• Meet legal, regulatory, or contractual obligations
• Deliver customer service and support
• Conduct market research or internal analytics (anonymized)

Sharing of Information

We may share information with:

• Financial institutions, insurers, lenders, or third-party service providers for the purposes of completing your requests
• Regulatory and law enforcement agencies as require by law
• Authorized Representatives who provide verified documentation
• Our sister companies and/or subsidiaries for the purpose of offering relevant products and services that may align with your interests, provided such sharing complies with applicable provincial and federal laws

We will not sell, rent, or trade your personal information to any third party.

Consent

By using our services or by acting on behalf of a Principal, you:

• Consent to our collection, use, and disclosure of personal information as outlined in this policy
• Confirm you have authority to act on behalf of a Principal, where applicable, and that the Principal is aware of and consents to these terms
• Consent to receive communications in accordance with Canada’s Anti-Spam Legislation (CASL); you may opt out at any time

SMS/Text Messaging

By providing your mobile number and opting in to receive text (SMS) communications from Lift Equity Group Inc., you consent to receive recurring messages from us related to services, account updates, appointment reminders, marketing promotions, and other business-related communications.

We are committed to full compliance with the Canadian Anti-Spam Legislation (CASL) and applicable federal and provincial privacy laws, including but not limited to PIPEDA, FIPPA, and relevant industry standards. To that end:

• Consent: You affirmatively consent to receive SMS/text messages from “the Company”, at the number you provide. Your consent is not a condition of purchasing any goods or services
• Privacy and Security: Your phone number and any other personal information collected for SMS purposes will be used solely for the purpose of delivering requested communications and managing your preferences. We do not sell, rent, or share your mobile number or related information with third parties for marketing purposes
• Message Frequency: Message frequency may vary depending on your level of engagement, preferences, or services subscribed to, but typically will not exceed 10 messages per month unless otherwise noted. Some programs may involve recurring messaging
• Opt-out: You may opt out of receiving further SMS communications at any time by replying STOP, UNSUBSCRIBE, or CANCEL to any text message. Upon receipt, we will promptly remove your number from applicable messaging list
• Help & Support: For assistance, you may reply HELP at any time to receive more information on how to manage you preferences or contact us directly
• Charges: Message and data rates may apply depending on your mobile carrier and plan. You are responsible for any such charges.

Your participation in our SMS communications program confirms that you have read, understood, and agreed to the terms outlines above and in this Privacy Policy.

Your mobile information will not be shared with third parties/affiliates for marketing or promotional purposes. The above information categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.

Data Retention

We retain your personal information only as long as necessary to:

• Fulfill service obligations
• Comply with legal and regulatory requirements
• Resolve disputes or enforce agreements
• Audit requirements

Afterwards, data is securely destroyed, anonymized or archived based on regulatory guidelines and internal retention policies that align with industry standards and internal retention policies that align with industry standards and legal obligations under PIPEDA, provincial laws, and applicable industry regulators.

Security Safeguards

We are committed to protecting the confidentiality, integrity, and availability of your personal information. In accordance with applicable and federal privacy laws—including but not limited to the Personal Information and Electronic Documents Acts (PIPEDA), Quebec’s Law 25, FIPPA, PIPA, and relevant industry regulations—we implement administrative, physical, technological safeguards to prevent unauthorized access, use, loss, disclosure, or destruction of your data.

• Data Encryption: All personal data is encrypted both in transit and at rest using secure encryption protocols (e.g., SSL/TLS, AES-256)
• Access Controls: Role-based access permissions, multi-factor authentication (MFA), and secure login credentials are required for all personnel accessing personal information
• Secure Infrastructure: Our digital systems are hosted in secure, Canadian-compliant data centers with firewall protection, intrusion detection systems, and real-time threat monitoring
• Employee Training: Staff, contractors, and consultants are regularly trained on privacy policies, data handling procedures, cybersecurity protocols, incident response planning and compliance standards in line with industry best practices and regulatory obligations.
• Document Handling: Physical files are stored in locked, access-controlled environments. Secure shredding and data disposal procedures are applied when documents or digital files are no longer required
• Third-Party Oversight: We conduct due diligence and require contractual safeguards when working with third-party service providers, ensuring their practices meet our security and privacy expectations
• Incident Response and Breach Notification: We have a formalized incident response plan in place and will notify affected individuals and regulators as required by law if a data breach occurs.
• Security Audits & Risk Assessments: Regular internal and third-party security reviews, audits, and risk assessments are conducted to identify vulnerabilities and enhance our safeguards.

With rigorous efforts, no method of transmission over the Internet or electronic storage is 100 percent secure. However, we continuously monitor and improve our systems to align with evolving legal requirements, technological advancements, and regulatory guidance.

Your Rights

You have the right to:

• Access your personal information held by us, subject to reasonable limits and verification of identity
• Request correction of inaccurate data or incomplete data
• Withdraw consent (subject to legal or contractual limitations and notice requirements)
• Request deletion, de-identification, or anonymization of your personal data when no longer required
• Request information about how your data has been used or disclosed within the applicable retention period
• Be informed of any automated decision-making that may affect you
• Lodge a complaint with the Office of the Privacy Commissioner of Canada, your provincial privacy authority, or an appropriate industry oversight body

We will respond to all requests within legislated timeframes, and where applicable, provide reasons for any refusals in accordance with the law.

Third-Party Services

Some services may involve third-party websites, payment processors, apps, or external platforms. While we take reasonable precautions when integrating or referring you to these services, we are not responsible for their privacy practices, policies, or data protection procedures.

We:

• Encourage clients to review third-party privacy policies before sharing personal information.
• Require all third-party providers we engage with to comply with Canadian privacy legislation, execute confidentiality and data protection agreements, and demonstrate the implementation of adequate technical and administrative safeguards
• Perform vendor assessments and periodic audits where warranted to ensure ongoing compliance with industry and regulatory standards

Media

We may capture, store, or use audio, visual, or written content (e.g., testimonials, interviews, recorded sessions, photos, or social media posts) for business purposes, including but not limited to marketing, internal training, documentation, or public engagement.

Where media may include identifiable personal information:

• We will obtain express written or recorded verbal consent before any public use
• You have the right to withdraw consent ay any time. Upon withdrawal, we will cease future use and make reasonable efforts to remove existing content from our platforms
• Content captured during group sessions, public events, or community forums may be used for collective representation. Individual consent will be obtained where a participant is prominently featured or easily identifiable
• All media-related practices will be governed by applicable privacy laws and regulations in Canada, including the obligation to ensure meaningful and informed consent

We do not share or distribute media containing personal information to third parties without prior consent unless legally required.

Changes to This Policy

We may update this Privacy Policy periodically to reflect changes in business practices, technologies, legal obligations, or regulatory guidance. When updates occur:

• The revised policy will be posted on our official website with a new effective date
• Where material changes affect your rights or obligations, we will provide clear and timely notice through email, digital platforms, or written correspondence
• We will maintain archives or previous versions upon request to ensure transparency and accountability

You continued use of our services following the posting of changes constitutes your acceptance of those changes. We encourage you to review the Privacy Policy periodically.

Contact Us

For questions, concerns, or to request access to you data:

Email: policies@liftequitygroup.com
Phone: 1 (855) 204-4061