Privacy Policy

PLEASE READ THIS PRIVACY POLICY CAREFULLY, AS IT CONTAINS IMPORTANT INFORMATION ABOUT HOW WE COLLECT, STORE, USE, PROCESS, RECORD, RETAIN, MANAGE, DISCLOSE, TRANSFER, SHARE, AND PROTECT YOUR PERSONAL INFORMATION IN CONNECTION WITH THIS SITE. IN ORDER FOR US OR OUR PARTNERS TO PROCESS YOUR APPLICATION OR ANY TRANSACTIONS REQUESTED BY YOU IN CONNECTION WITH THIS SITE, WE OR THIRD PARTIES MAY NEED TO CONDUCT A CREDIT CHECK ON YOU TO VERIFY YOUR CREDIT SCORE AND/OR ELIGIBILITY.

1) About This Site

LifeCoverCanada (“Company”, “we”, “us”, “our”) owns and operates LifeCoverCanada.ca (this “Site”). This Site helps Canadians learn about and connect with licensed insurance providers, brokers, and related financial services we work with (each, a “Third-Party Affiliate”). By submitting your information on this Site or clicking through to a Third-Party Affiliate, you request that we (and they) contact you, provide quotes, verify your eligibility, and/or complete transactions as applicable.

2) About This Privacy Policy

This privacy policy (this “Privacy Policy”) describes how we Handle (collect, store, use, process, disclose, share, transfer, and otherwise manage) your personal information in connection with this Site, how we protect it, and your rights and choices. By visiting or using this Site, you consent to our Handling of your personal information as described herein.

If you have questions or wish to exercise your privacy rights, contact our Privacy Officer at [email protected].

3) Changes to This Privacy Policy

We may update this Privacy Policy at any time to reflect changes to our practices, legal or regulatory requirements, or technology. The “Last updated” date shows when the most recent changes were made. Your continued use of this Site after any changes signifies your acceptance of the updated policy.

4) Personal Information and Applicable Privacy Law

“Personal information” generally means information about an identifiable individual, subject to definitions in Canadian privacy laws, including the Personal Information Protection and Electronic Documents Act (PIPEDA) and substantially similar provincial legislation where applicable (“Privacy Law”). This Privacy Policy applies to personal information we collect and Handle in connection with the Site. It does not apply to information that is not personal information under Privacy Law.

5) Territorial Limitation

This Site is intended for residents of Canada (excluding Québec if your program or partner restrictions require it—edit as needed). If you are outside Canada or a restricted province, do not use this Site. If you use the Site from outside Canada, you do so at your own initiative and are responsible for compliance with local laws.

6) Minors

This Site is not directed to persons under the age of 18. We do not knowingly collect personal information from minors. If we become aware that we have inadvertently received personal information from a minor, we will delete it. If you believe a minor has provided personal information to us, please contact [email protected].

7) Your Consent

We Handle personal information with your consent or as permitted/required by Privacy Law. Your consent may be express (e.g., ticking a box, clicking a button) or implied (e.g., submitting a form). By using the Site, clicking our links, or submitting information to us, you consent to our Handling of your personal information as described in this Privacy Policy and to our sharing of that information with Third-Party Affiliates so they can contact you, provide quotes, and process your request.

If you provide personal information about another individual, you confirm that you have their consent to do so for the purposes described in this Privacy Policy.

8) Revoking Consent

You may withdraw your consent at any time, subject to legal or contractual restrictions and reasonable notice. To withdraw consent, email [email protected]. If you withdraw consent, we and/or Third-Party Affiliates may be unable to provide you with certain products, services, or features.

9) What We Collect

We may collect the following categories of personal information directly from you, automatically from your device, or from third parties (e.g., antifraud services, analytics providers, partners):

A. Identifiers & Contact Information

Full name, email address, phone number, mailing address, postal code, and similar identifiers.
IP address, device identifiers, cookie identifiers.

B. Demographic & Eligibility Information

Age/date of birth, gender, smoker status, health-related declarations you provide, household composition, province of residence.
Employment status or income ranges where relevant to underwriting/eligibility.

C. Insurance & Financial Information (as provided by you or authorized checks)

Desired coverage type/amount, existing coverage status, beneficiaries, mortgage/homeownership status, vehicle ownership/lease, and other relevant fields you submit.
Credit-related information only where permitted and necessary to verify eligibility (see “Consent to Credit Checks” below).

D. Preferences & Interactions

Marketing preferences, communication preferences.
Information you submit in forms, surveys, or questionnaires on the Site.

E. Device, Browsing & Usage Data

Device type, browser type/version, time zone, language, internet service provider, pages viewed, time on site, referring/exit pages, clickstream and interaction data, and similar analytics information.

F. Inferred Data / Aggregated Data

Inferences drawn from the above categories to improve user experience and services (see “Aggregated Data” below).

We collect only what is reasonably necessary for the purposes set out in this Privacy Policy or as otherwise disclosed to you.

10) Cookies & Similar Technologies

We use cookies, pixels, web beacons, tags, SDKs, and similar technologies (“Cookies”) to:

Operate and secure the Site;
Remember your preferences;
Measure traffic and performance;
Conduct analytics and improve user experience;
Support marketing/remarketing and ad measurement.

You can manage cookies through your browser settings. Blocking cookies may affect Site functionality. For questions about our Cookie practices, contact [email protected].

11) How We Use Personal Information

We and our Third-Party Affiliates may use your personal information to:

Provide & Improve Services
- Operate, maintain, and improve the Site and our services.
- Process your requests, display forms, route inquiries, and connect you with licensed providers.
Facilitate Quotes & Eligibility
- Share your details with licensed brokers, insurers, or partners so they can provide quotes or contact you.
- Confirm eligibility and suitability for specific products.
Verification, Security & Fraud Prevention
- Authenticate identity, prevent spam and fraud, enforce policies, and protect the security and integrity of the Site.
Customer Support
- Respond to your questions, record interactions (where lawful), and provide support.
Marketing & Communications (CASL-compliant)
- Send you communications about products, services, and promotions (with your consent where required).
- Conduct remarketing/retargeting and measure campaign performance.
Legal & Compliance
- Comply with applicable laws, respond to lawful requests, enforce terms, and protect rights and safety.
Analytics & Product Development
- Analyze usage, generate insights, and develop new features, offerings, and user experiences.

If we plan to use your personal information for a new purpose not previously identified, we will notify you and, if required, obtain your consent.

12) Consent to Credit Checks (If Applicable)

To process certain applications or transactions, a Third-Party Affiliate (e.g., an insurer or broker) may need to conduct a credit check to verify your credit score and/or eligibility. By submitting your information and requesting quotes or services, you consent to such credit checks by relevant Third-Party Affiliates where permitted by law. We do not pull credit ourselves unless explicitly stated and consented to.

13) Aggregated & De-Identified Data

We may use your personal information to create aggregated or de-identified data that cannot reasonably identify you. We may use and share such data for analytics, research, reporting, benchmarking, and product development.

14) Commercial Electronic Messages (CASL)

If you opt in, we may send you commercial electronic messages (e.g., newsletters, promotions). You may unsubscribe at any time by using the link in our emails or by contacting [email protected]. There is no charge to unsubscribe.

15) Sharing Your Personal Information

We may share your personal information as follows:

With Third-Party Affiliates: Licensed brokers/insurers and related service providers to provide quotes, contact you, verify eligibility, and fulfill your requests.
With Service Providers: Vendors that host the Site, provide analytics, security, communications, or customer support, under contractual obligations to protect your information.
For Legal, Compliance & Safety: To comply with laws, legal processes, or enforceable governmental requests; to enforce our terms; to protect rights, property, or safety of users or the public; and to detect, prevent, or address fraud/security issues.
Business Transactions: In connection with a merger, acquisition, financing, sale of assets, reorganization, or similar corporate event (subject to confidentiality commitments and applicable law).
With Your Consent: As otherwise disclosed to you or with your direction/authorization.

We do not sell your personal information in the traditional sense; however, we may receive compensation from Third-Party Affiliates when we refer you or when you purchase a product/service through them.

16) Transfers Outside of Canada

Your personal information may be transferred to, stored, or processed in other provinces or outside Canada (e.g., the United States or the United Kingdom) where privacy laws may differ and may be less protective. By using the Site, you consent to such transfers. We take reasonable steps (e.g., contractual measures) to require recipients to protect your information in a manner consistent with this Privacy Policy and applicable Privacy Law; however, your information may be subject to lawful access by foreign courts, law enforcement, or government authorities.

17) Lead Validation & Routing Partners (Optional Language)

We may work with validation/routing partners to help ensure your request is genuine and to connect you to appropriate providers. These partners may receive de-identified technical data (e.g., a browser or device fingerprint) to confirm the request originated from a human and to prevent fraud.

If you use Contact State or a similar provider, include:
We work with Contact State to validate and route requests. Contact State may receive de-identified technical data for fraud prevention/validation and, as our data processor, may route your raw submission to our partners. For more information on how Contact State handles prospect data, see: https://www.contactstate.com/legal/prospect-notice/ae15202e-7d58-4f25-9fe5-8a4e26488a7f.

If you do not want de-identified technical data shared with such a service, contact [email protected] before submitting your request.

18) Data Security

We implement reasonable physical, organizational, and technological safeguards designed to protect personal information against loss, theft, and unauthorized access, disclosure, copying, use, or modification. Despite these safeguards, no method of transmission over the Internet or electronic storage is 100% secure. You submit information at your own risk. Help protect yourself by using strong passwords, logging out of sessions, and keeping your devices/software up to date.

19) Data Retention

We retain personal information only as long as necessary to fulfill the purposes set out in this Privacy Policy, to comply with legal obligations, resolve disputes, and enforce agreements. When personal information is no longer required, we will securely delete, de-identify, or anonymize it in accordance with our retention policies and applicable law.

20) Third-Party Links & Websites

This Site may contain links to third-party websites (including those of Third-Party Affiliates). We are not responsible for the privacy practices or content of those sites. Once you leave this Site, this Privacy Policy no longer applies. Please review the privacy statements of any third-party site you visit.

21) Your Rights & Choices

Subject to Privacy Law, you may have the right to request:

Access to the personal information we hold about you;
Correction of inaccurate or incomplete information;
Withdrawal of Consent to certain uses or disclosures (which may limit services);
Deletion/Erasure where required by law;
Portability (where applicable); and
Objection to certain processing activities.

We will respond to requests within a reasonable time and as required by law. We may need to verify your identity before fulfilling requests. Some requests may be denied where permitted/required by law (e.g., information about another individual, legal privilege, or investigations).

To exercise your rights, contact [email protected].

22) Accessing & Correcting Your Information

To review, verify, update, or correct your personal information, or to withdraw consent to marketing or other non-essential uses, email [email protected]. We may charge a reasonable fee where allowed by law and will notify you in advance if a fee applies.

23) Do Not Call / Do Not Track / Preferences

Do Not Call (DNC): If you request not to receive telephone solicitations, we will place your number on our internal DNC list. You may still receive non-marketing/transactional calls as permitted by law.
Do Not Track: Our Site may not respond to “Do Not Track” signals due to lack of a common industry standard.
Marketing Preferences: You can change your email/SMS preferences using unsubscribe links or by contacting [email protected].

24) Call, Chat, and Message Recordings (If Applicable)

Where permitted by law and for quality assurance, training, compliance, and dispute resolution, we or our partners may monitor or record communications (e.g., calls or chats) with you. We will notify you where legally required.

25) Language

In the event of any inconsistency between the English version of this Privacy Policy and a translated version, the English version shall prevail.

26) Governing Law

This Privacy Policy and any disputes arising out of it are governed by the laws of the Province of Ontario and the federal laws of Canada applicable therein, without giving effect to conflict-of-laws principles.

27) Forum & Venue

You agree to the exclusive jurisdiction of the courts of the Province of Ontario for any claims or disputes relating to this Privacy Policy or the Site and waive any objection based on improper venue or forum non conveniens.

28) Jury Trial Waiver

To the maximum extent permitted by law, you waive the right to a trial by jury for any dispute arising under or relating to this Privacy Policy.

29) Admissibility

A printed (or electronically stored) copy of this Privacy Policy and any related notices is admissible in judicial or administrative proceedings to the same extent as other business documents and records originally generated and maintained in printed form.

30) Contact Us (Privacy Officer)

If you have questions about this Privacy Policy, wish to exercise your rights, or want to withdraw consent, contact:

Privacy Officer – LifeCoverCanada
Email: [email protected]
Mailing Address: LifeCoverCanada, Privacy Officer, 200-417 Bank Street, Ottawa, ON K2P 1Y2, Canada (edit if needed)