PRIVACY POLICY
AFFIRM ACQUISITION INC.
Last updated November 16, 2025
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 AND OUR LEAD GENERATION SERVICES.
1. INTRODUCTION
This Site. Thank you for visiting affirmacquisition.com (this "Site"). This Site is owned and operated by Affirm Acquisition Inc. ("Company", "we", "us", "our", or words of similar meaning). This Site connects Canadian consumers seeking life insurance information with licensed life insurance agents and brokers (each, a "Partner Agent"). By using this Site, you provide personal information that enables us to match you with Partner Agents who can provide you with life insurance quotes and services.
This Privacy Policy. This privacy policy (this "Privacy Policy") is provided by Company and applies to personal information we collect in connection with this Site and our lead generation services. This Privacy Policy sets out and explains the types of personal information that are collected from you, how we collect, store, use, process, record, retain, manage, disclose, share, transfer, and otherwise handle (collectively, "Handle", "Handled", "Handling" or other variations thereof) your personal information, how we protect your personal information while in our possession, and to or with whom we may disclose or share your personal information.
We appreciate the trust you place in us when you choose to visit, access, and use this Site, and we take our responsibilities regarding your personal information seriously. This Privacy Policy describes the measures we take to protect the security of your personal information, and it tells you how you can contact us to:
- access, change, or request deletion of the personal information you have provided to us;
- withdraw any consent you previously provided to us;
- refrain from communicating with you about our services; and
- answer any questions you may have about our privacy practices.
Please read this Privacy Policy carefully so that you understand how we Handle and protect your personal information. If you do not agree to us Handling your personal information or if you do not agree to the terms of this Privacy Policy, you may choose to not provide us with any of your personal information. You may revoke your consent to the Handling of your personal information by us at any time by notifying us via email to [email protected] or by calling 613-807-6121.
2. CHANGES TO THIS PRIVACY POLICY
Company reserves the right to change, modify, restate, or replace this Privacy Policy at any time and from time to time, including for the purposes of ensuring that our policies are in line with Canadian federal privacy law and best industry practices. You should review this Privacy Policy from time to time to ensure that you are aware of and accept any changes made. To obtain a current copy of this Privacy Policy, you may contact us via email at [email protected] or by calling 613-807-6121.
3. PERSONAL INFORMATION AND PRIVACY LAW
In general, "personal information" is information about an identifiable individual, subject to more particular definitions or interpretations under Canadian privacy laws, including the federal Personal Information Protection and Electronic Documents Act (Canada) (PIPEDA) and similar legislation in the provinces of Canada ("Privacy Law"). Privacy Law gives consumers the right to limit the sharing of personal information. Privacy Law requires us to tell you how we Handle and protect your personal information. This Privacy Policy does not apply to any information that is not personal information, as defined under Privacy Law.
4. TERRITORIAL LIMITATION
This Site is intended to serve residents of Canada (the "Territory"). By accessing or using this Site or any portion of it, you represent and warrant that you are a resident of Canada. It is our policy to comply with Privacy Law within each jurisdiction in which we operate in the Territory. Privacy Law and an individual's right to privacy may be different from one jurisdiction to another in the Territory. This Privacy Policy covers only those activities that are subject to the provisions of Privacy Law in the Territory. If you are at all unsure as to whether or how this Privacy Policy applies to you, please contact us via email to [email protected] or by calling 613-807-6121.
5. MINORS
This Site is not directed to people under the age of 18, and we do not knowingly collect personal information from minors, including by way of this Site. If we become aware that we have inadvertently received personal information from a visitor under the age of 18 in connection with this Site, we will delete all such personal information from our records. If you are aware that people under the age of 18 accessed the Site and shared personal information with us, please contact us via email to [email protected] or by calling 613-807-6121, so we can delete all such personal information from our records.
6. YOUR CONSENT
We will only Handle your personal information with your consent or as permitted or required by Privacy Law. By accessing and using this Site, by completing any questionnaires or forms on this Site, or by providing us with personal information for any reason, you consent to all Handling of your personal information by us and Partner Agents as described in this Privacy Policy.
Your consent to the Handling of your personal information may be implied by the fact that you have provided personal information to access or use this Site or to request life insurance information or quotes. When you submit your information through our quiz or contact forms, you are expressly consenting to:
- The collection, use, and storage of your personal information by Company;
- The sharing of your personal information with Partner Agents for the purpose of providing you with life insurance quotes and services;
- Being contacted by Partner Agents via phone, email, or other means regarding life insurance products and services;
- The use of your personal information for marketing purposes by us and Partner Agents.
If you provide personal information about another person to us, we require you to have obtained the consent of that individual to enable us to Handle their personal information as described in this Privacy Policy. If you choose to provide personal information to us, we assume that you consent to the Handling of your personal information as outlined in this Privacy Policy.
7. REVOKING CONSENT
If you do not wish to consent to our Handling of your personal information, please do not provide your consent by using this Site or any portion of it, including by clicking on any buttons or links or completing any questionnaires on this Site, and do not provide your personal information to us.
If you change your mind about your consent and wish to revoke your consent, subject to Privacy Law, you may revoke your consent at any time by notifying us via email to [email protected] or by calling 613-807-6121. We honour and respect all such notices in accordance with Privacy Law. If you revoke your consent to certain uses of your personal information, we and Partner Agents may no longer be able to provide you with life insurance quotes or services.
8. COLLECTION OF PERSONAL INFORMATION
We Handle and protect personal information in accordance with Privacy Law as necessary to connect consumers seeking life insurance information with Partner Agents who can provide quotes and services. We collect personal information directly from you through our interaction with you, including by way of this Site. Subject to Privacy Law, the types of personal information we collect may include:
Identifying Information:
- First and last name
- Date of birth
- Age
- Address and postal code
- Email address
- Telephone numbers and mobile numbers
- Other contact details
Life Insurance Related Information:
- Desired coverage amount
- Current life insurance status (whether you currently have life insurance)
- Current insurance carrier (if applicable)
- Smoking status (smoker or non-smoker)
- Health information relevant to life insurance applications
- Employment status and occupation
- Income information
- Beneficiary information (if provided)
- Reasons for seeking life insurance coverage
Profile and Preference Information:
- Product and service preferences
- Information about your life insurance needs and goals
- Comments, questions, or feedback you provide to us
- Information that you enter into or submit through questionnaires, forms, or quizzes on this Site
Technical and Device Information:
- IP addresses
- Information about your phone, tablet, computer, or device
- Online browsing activity on this Site
- Device and browser settings and information
- Internet service provider (ISP) information
- Date and time of your visit or use of this Site
- The websites you visit before coming and after leaving this Site
- How you navigate and what you search for using this Site
- The web pages you view using this Site
- Cookie identifiers and similar tracking technologies
Marketing and Analytics Information:
- Information about how you found this Site (e.g., through search engines, advertisements, referrals)
- Response to marketing campaigns
- Interaction with our advertisements on third-party platforms
Any other information that we may collect with your consent or as permitted or required by Privacy Law.
9. COOKIES AND TRACKING TECHNOLOGIES
When you visit this Site, our systems track the pages you visit, the pages you download, the websites you came from, and your browser type and software. It also notes your IP address. We use cookies, web beacons, pixels, clear gifs, and other similar tracking technologies ("Cookies"), which may be stored on or accessed from your device when you use or visit this Site.
A Cookie is a small text file that can be stored on and accessed from your device when you visit this Site. We use Cookies to:
- Identify you and your interests
- Remember your preferences
- Enhance your user experience
- Track your use of this Site for analytical purposes
- Deliver targeted advertising (including Facebook Pixel and similar technologies)
- Measure the effectiveness of our marketing campaigns
- Control access to certain content on this Site
- Protect this Site and prevent spam and fraud
Types of Cookies We Use:
- Session cookies (that store information during your browsing session)
- Persistent cookies (that remain on your device between sessions)
- Analytics cookies (including Google Analytics)
- Advertising cookies (including Facebook Pixel and retargeting technologies)
Third-Party Advertising and Remarketing:
We work with advertising partners (including Facebook, Google, and other advertising networks) to engage in remarketing and retargeting activities. Our advertising partners track your online activities over time and across websites by collecting information through automated means, including through the use of third-party Cookies. They use this information to show you advertisements that may be tailored to your individual interests based on your previous visits to this Site.
The information our advertising partners may collect includes data about your visits to this Site, such as the pages or advertisements you view and the actions you take on this Site. This data collection takes place both on this Site and on third-party websites that participate in the ad networks.
Managing Cookies:
You may refuse to accept Cookies by activating or adjusting the appropriate setting of your Internet browser to reject the setting of all or some Cookies or alert you when a Cookie is placed on your device. However, if you refuse to accept Cookies or use your browser settings to block all Cookies, you may be unable to access or use this Site or related functionalities (in whole or part).
If you want to remove previously stored Cookies, you can manually delete these Cookies at any time. However, this will not prevent this Site from placing further Cookies on your device unless you adjust your Internet browser setting so that it will refuse Cookies.
Unless you have adjusted your browser setting so that it will refuse Cookies, our Site will issue Cookies when you direct your browser to it.
If you have any questions regarding this Cookie policy, please contact us via email to [email protected] or by calling 613-807-6121.
10. USE OF PERSONAL INFORMATION
We use your personal information for our business purposes, including to connect you with Partner Agents, to process your requests for life insurance information, to improve our services, and for marketing purposes. Without limiting the generality of the foregoing, the following is a list of some of the ways we use, process, and share your personal information:
Lead Generation and Partner Services:
- To match you with Partner Agents based on your life insurance needs and profile
- To provide your personal information to Partner Agents so they can contact you with life insurance quotes and information
- To enable Partner Agents to assess your eligibility for life insurance products
- To facilitate communication between you and Partner Agents
- To track and manage the delivery of leads to Partner Agents
- To verify the quality and validity of leads provided to Partner Agents
Site Operations and Improvement:
- To provide, manage, maintain, support, and improve this Site and its content
- To process your requests and submissions through questionnaires and forms
- To understand how you use this Site and how to improve it
- To compile and aggregate information collected by way of this Site
- To personalize your experiences on this Site
Marketing and Communications:
- To communicate with you regarding life insurance products and services you may be interested in
- To send you marketing and advertising communications
- To customize the marketing and advertising that we show you
- To respond to your requests and enquiries
- To inform you of offers and promotions from us and Partner Agents
- For the purposes of marketing, re-marketing, advertising, and cross-selling by us and Partner Agents
Business Operations:
- To manage and administer the business of Company and Partner Agents
- To operate and improve our business activities
- To maintain programs, accounts, and records
- To conduct research and analytics
- To determine satisfaction with our services
- To detect and prevent fraud or misuse of services
- To generate revenue for our business
Legal and Compliance:
- To comply with your requests
- To comply with applicable laws and regulations
- To defend or protect us, you, and third parties from harm or in legal proceedings
- To protect our and our Partner Agents' rights, security, and property
- To respond to court orders, lawsuits, subpoenas, and government requests
- To address legal and regulatory compliance
Other Purposes:
- To take such actions and do such things as permitted or required by applicable law, including Privacy Law
- For purposes for which you otherwise provide your consent
If we plan to Handle your personal information for a purpose not previously identified, either in this Privacy Policy or separately, we will advise you of that purpose prior to any such Handling, and we will provide you with an opportunity to withdraw or refuse your consent to such Handling.
11. SHARING OF PERSONAL INFORMATION
Sale and Disclosure of Leads to Partner Agents:
When you submit your information through this Site, you understand and agree that we will share your personal information with Partner Agents for the purpose of providing you with life insurance quotes and services. This is a core function of our business model. The personal information shared with Partner Agents may include all of the information you provided through our Site, including your name, contact information, age, smoking status, desired coverage amount, and current insurance status.
Partner Agents will use your personal information to:
- Contact you via phone, email, or other means
- Provide you with life insurance quotes
- Assess your eligibility for life insurance products
- Process applications for life insurance coverage
- Market additional insurance products and services to you
- Maintain records of their interactions with you
Important: The leads we provide to Partner Agents are EXCLUSIVE, meaning your personal information is provided to only one Partner Agent and is not shared with multiple agents simultaneously. However, we may provide your information to different Partner Agents at different times if you submit multiple requests or if your initial inquiry does not result in a transaction.
We may also share your personal information with third parties in the following cases:
- With service providers who assist us in operating this Site and our business (such as hosting providers, analytics providers, payment processors, and CRM systems)
- With advertising partners and platforms (such as Facebook and Google) for marketing and remarketing purposes
- Where you have instructed us to disclose your personal information to a third party for a designated purpose
- Where we are required or authorized to do so by applicable law or by order of a court of competent jurisdiction
- To regulatory or governmental authorities, as required by applicable law
- In connection with a corporate transaction, such as a sale, merger, or acquisition of our business
- Where you provide your consent
- Where permitted or required by applicable law
We may process, store, and transfer your personal information to another Canadian province. By submitting your personal information, you consent to this transfer, storage, or processing.
Where applicable, we will take steps to require that such third parties treat your personal information in accordance with this Privacy Policy and use, process, and share it only for the purposes for which it was collected or otherwise in accordance with Privacy Law. However, once your information is shared with Partner Agents, their use of your information will be governed by their own privacy policies, and we cannot control how they Handle your information beyond the initial sharing.
If we plan to share, disclose, or transfer your personal information to a third party for a purpose not previously identified, either in this Privacy Policy or separately, we will advise you of that purpose prior to any such sharing, disclosure, or transfer, and we will provide you with an opportunity to withdraw or refuse your consent to such sharing, disclosure, or transfer.
12. PARTNER AGENT PRIVACY POLICIES
Partner Agents are independent licensed insurance agents and brokers who have their own privacy policies governing the personal information we provide to them. Once we share your information with a Partner Agent, that Partner Agent becomes responsible for the Handling of your personal information in accordance with their own privacy policy and applicable Privacy Law.
We recommend that you read Partner Agents' privacy policies to understand how they will Handle your personal information. Partner Agents may use your information for purposes beyond providing you with life insurance quotes, including for ongoing marketing and customer relationship management.
YOU ACKNOWLEDGE AND AGREE THAT COMPANY WILL NOT BE RESPONSIBLE FOR THE HANDLING OF PERSONAL INFORMATION BY PARTNER AGENTS AFTER IT HAS BEEN SHARED WITH THEM, AND WE ENCOURAGE YOU TO CONTACT PARTNER AGENTS DIRECTLY WITH ANY QUESTIONS OR CONCERNS ABOUT THEIR USE OF YOUR INFORMATION.
13. DATA RETENTION
We retain your personal information for as long as necessary to fulfill the purposes for which it was collected, including to:
- Provide ongoing services to you and Partner Agents
- Comply with legal, regulatory, tax, accounting, or reporting requirements
- Establish, exercise, or defend legal claims
- Detect and prevent fraud
- Resolve disputes
The criteria we use to determine retention periods include:
- The length of time we have an ongoing relationship with you
- Whether there is a legal obligation to which we are subject
- Whether retention is advisable in light of our legal position (such as regarding applicable statutes of limitations, litigation, or regulatory investigations)
When we no longer need your personal information, we will securely delete or destroy it in accordance with our data retention policies and applicable Privacy Law.
14. AGGREGATED DATA
In this Privacy Policy, "aggregated data" means information or data that arises from the compilation, combination, or analysis of personal information or other information and is anonymized. We may use your personal information to create aggregated data, including for the purposes of:
- Managing, maintaining, and developing this Site and our business operations
- Identifying demographics of consumers and Partner Agents
- Creating and selling benchmarks, reports, summary metrics, and analytics
- Developing new or improving our existing products and services
- Understanding market trends and improving lead quality
Aggregated data does not identify you personally and may be used and shared without restriction.
15. COMMERCIAL ELECTRONIC MESSAGES
By providing your email address and phone number through this Site, you consent to receiving commercial electronic messages from us and Partner Agents, including:
- Life insurance quotes and product information
- Marketing messages about insurance products and services
- Newsletters and promotional emails
- Follow-up communications regarding your inquiry
This consent is provided in accordance with Canada's Anti-Spam Legislation (CASL). You can choose at any time not to receive marketing emails from us by clicking on the unsubscribe link within our marketing emails or by contacting us at [email protected]. There is no charge for you to unsubscribe.
Please note that unsubscribing from our communications does not automatically unsubscribe you from communications from Partner Agents. You will need to contact Partner Agents directly to manage your communication preferences with them.
16. TELEPHONE CONTACT CONSENT
By providing your telephone number through this Site, you expressly consent to being contacted by us and Partner Agents via telephone (including mobile phone) regarding life insurance quotes and services. This includes consent to receive:
- Phone calls from Partner Agents regarding life insurance products
- Follow-up calls about your inquiry
- Marketing calls about related insurance products and services
You understand that Partner Agents may use autodialed or pre-recorded calls to contact you. If you wish to revoke this consent, you may contact us at [email protected] or 613-807-6121. However, revoking this consent may prevent Partner Agents from providing you with life insurance quotes and services.
17. SECURITY
Company takes the security of your personal information seriously. Following industry standards, we take reasonable steps to help protect the confidentiality and security of personal information you share with us. We have implemented reasonable physical, organizational, administrative, procedural, and technological security measures and safeguards to safeguard and protect the personal information in our custody or control.
These security measures include:
- Computer safeguards such as firewalls and data encryption
- Secure Sockets Layer (SSL) technology to protect the transmission over the internet of your data
- Physical access controls to our buildings and files
- Authorization controls on information access
- Secure disposal of personal information when no longer needed
You can check the security of your connection by looking at the URL line of your browser. When accessing a secure website, the first characters of the site address change from "http" to "https."
HOWEVER, GIVEN THAT ELECTRONICALLY SUBMITTED DATA IS NOT ONE HUNDRED PERCENT (100%) SECURE, WE MAKE NO WARRANTIES AS TO THE SECURITY OF ANY SUCH PERSONAL INFORMATION THAT YOU SUBMIT BY WAY OF THE INTERNET, INCLUDING BY EMAIL, WHICH YOU DO AT YOUR OWN RISK.
We encourage you to take steps to help protect the confidentiality and security of your personal information, including:
- Using strong and complex passwords if you create an account
- Not sharing your passwords with others
- Password-protecting your computer and mobile device
- Installing the latest security updates and anti-virus software on your devices
- Being cautious about the information you share online
- Logging out of any accounts when using a public computer
18. LINKS TO THIRD-PARTY WEBSITES
For your convenience, this Site may offer links to third-party websites, including websites owned and operated by Partner Agents, insurance companies, and other service providers. When you click on these links, they will direct you away from this Site. Once you leave this Site or are redirected to a third-party website, you and your personal information are no longer governed by this Privacy Policy.
YOU ACKNOWLEDGE AND AGREE THAT COMPANY WILL NOT BE RESPONSIBLE FOR AND EXPRESSLY DISCLAIMS ANY AND ALL LIABILITY FOR THE HANDLING OF PERSONAL INFORMATION BY THIRD PARTIES WHEN YOU LINK TO THEIR WEBSITES, AND WE ENCOURAGE YOU TO READ THEIR PRIVACY STATEMENTS AND POLICIES BEFORE PROVIDING ANY PERSONAL INFORMATION.
19. FACEBOOK DISCLAIMER
This site is not a part of the Facebook website or Facebook Inc. Additionally, this site is NOT endorsed by Facebook in any way. FACEBOOK is a trademark of Meta Platforms, Inc. We use Facebook advertising and tracking technologies (including Facebook Pixel) to advertise our services and track the effectiveness of our marketing campaigns, but we are not affiliated with or endorsed by Facebook.
20. YOUR RIGHTS UNDER PRIVACY LAW
Your principal rights under Privacy Law include:
- The right to access your personal information
- The right to request correction of your personal information
- The right to request deletion of your personal information (subject to legal limitations)
- The right to object to certain types of processing
- The right to withdraw consent
- The right to complain to a supervisory authority
Right to Access:
You have the right to confirm whether we process your personal information and, where we do, access to the personal information, together with certain additional information about how we Handle your personal information. Providing the rights and freedoms of others are not affected, we will supply you with a copy of your personal information. Access to your personal information is generally free, but may be subject to a reasonable fee for its transcription, reproduction, or transmission. Should a reasonable fee be required, you will be informed prior to the transcription, reproduction, or transmission of your personal information.
Right to Correction:
If personal information we hold about you is inaccurate or incomplete, you have the right to request that we correct or update that information.
Right to Deletion:
In some circumstances you have the right to request the deletion of your personal information, including where:
- The personal information is no longer necessary in relation to the purposes for which it was collected
- You withdraw consent to consent-based Handling
- The Handling is for direct marketing purposes and you object
- The personal information has been unlawfully Handled
However, there are exclusions to the right to deletion, including where Handling is necessary for:
- Exercising the right of freedom of expression and information
- Compliance with a legal obligation
- The establishment, exercise, or defense of legal claims
- Fulfilling our obligations to Partner Agents who have purchased leads
Right to Object:
You have the right to object to certain types of processing of your personal information, including processing for direct marketing purposes.
Right to Withdraw Consent:
You may withdraw your consent to our Handling of your personal information at any time by contacting us at [email protected] or 613-807-6121. However, withdrawal of consent does not affect the lawfulness of Handling based on consent before its withdrawal. Additionally, withdrawal of consent may prevent us and Partner Agents from providing you with services.
You can exercise any of these rights by contacting us via email to [email protected] or by calling 613-807-6121.
21. ACCESSING AND CORRECTING YOUR INFORMATION
It is important that the personal information that Company holds about you is accurate and current. If you want to review, verify, correct, or request deletion of your personal information, you may contact us via email to [email protected] or by calling 613-807-6121.
We may not accommodate a request to change information if we believe the change would violate any law or legal requirement or cause the information to be incorrect. We may charge you a reasonable fee to access your personal information, however, we will notify you of any fee in advance.
We may request specific information from you to help us confirm your identity and your right to access and to provide you with the personal information that we hold about you or make your requested changes. Applicable law may allow or require us to refuse to provide you with access to some or all of the personal information that we hold about you, or we may have destroyed, erased, or made your personal information anonymous in accordance with our record retention obligations and practices.
If we cannot provide you with access to your personal information, we will inform you of the reasons why, subject to any legal or regulatory restrictions. Examples of exceptions include:
- Information protected by solicitor-client privilege
- Information that is part of a formal dispute resolution process
- Information that is about another individual that would reveal their personal information
- Confidential commercial information
- Information that is prohibitively expensive to provide
- Information necessary for fraud detection and prevention
If you are concerned about our response or would like to correct the information provided, you may contact us via email to [email protected] or by calling 613-807-6121.
22. COMPLAINTS
If you have a complaint about our Handling of your personal information, please contact us first so that we can attempt to resolve your concerns. You may submit a complaint via email to [email protected] or by calling 613-807-6121.
We will investigate all complaints and will respond to you within a reasonable timeframe. If you are not satisfied with our response, you have the right to file a complaint with the Office of the Privacy Commissioner of Canada:
Office of the Privacy Commissioner of Canada
30 Victoria Street
Gatineau, Quebec K1A 1H3
Toll-free: 1-800-282-1376
Phone: 819-994-5444
Website: www.priv.gc.ca
23. GOVERNING LAW
This Privacy Policy and the interpretation, validity, effect, and enforcement of this Privacy Policy, and any and all disputes arising out of or in connection with this Privacy Policy, will be governed by the laws of the Province of Ontario and the federal laws of Canada applicable therein without giving effect to any principles of conflicts of law.
24. CHOICE OF FORUM FOR DISPUTES
You hereby unconditionally and irrevocably consent and agree to submit to the exclusive jurisdiction of the courts of the Province of Ontario in any action or proceeding in connection with this Privacy Policy and waive any objection relating to improper venue or forum non conveniens to the conduct of any proceeding in any such court.
25. ADMISSIBILITY
A printed version of this Privacy Policy and of any notice given in electronic form will be admissible in judicial proceedings based upon or relating to this Privacy Policy to the same extent and subject to the same conditions as other business documents and records originally generated and maintained in printed form.
26. CONTACT US
If you have any questions about this Privacy Policy, wish to exercise your privacy rights, or wish to revoke your consent to our collection, use, processing, or sharing of your personal information, please contact us:
Affirm Acquisition Inc.
Email: [email protected]
Phone: 613-807-6121
Website: affirmacquisition.com
We are committed to protecting your privacy and will respond to all inquiries in a timely manner in accordance with Privacy Law.
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EFFECTIVE DATE: November 16, 2025
By using this Site, you acknowledge that you have read, understood, and agree to be bound by this Privacy Policy.