Privacy Policy

Last updated: August 28, 2026

This policy explains what information TruWill, Inc. (“TruWill,” “we,” “us”) collects when you use www.truwill.co, app.truwill.co, and our services, how we use it, who we share it with, and the choices you have. We’ve written it in plain language on purpose. Questions? Call 844-488-1266 or email support@truwill.co.

The short version

• We collect what you give us (contact details, your estate planning answers, payment) and what your visit generates (pages viewed, device info, how you found us).
• We use it to prepare your documents, support you, and market our services.
• Your estate planning answers and documents are never shared with advertising platforms. Advertising tools receive only visit and event data — never the contents of your plan.
• We never sell your personal information for money. We do use advertising pixels that some state laws treat as “sharing” — and you can opt out.
• Text STOP to stop texts. Unsubscribe links stop marketing email. We honor the Global Privacy Control browser signal.

1. Information you give us

• Contact and quote information — name, email, mobile number, state, and your answers to quote questions (for example, whether you’re married, have children, or own a home). If you start a quote and don’t finish, we keep what you entered so we can follow up and let you pick up where you left off.
• Estate planning information — the details you provide to prepare your documents: family members, beneficiaries, guardians, assets, and wishes. This is the most sensitive information we hold, and Section 4 describes the extra limits we put on it.
• Payment information — collected and processed by our payment processor. We receive confirmation of payment and the details needed for receipts and accounting; we do not store your full card number.
• Communications — emails, texts, chat messages, and notes from calls with our team.

2. Information collected automatically

• Website analytics (Google Analytics 4): pages viewed, approximate location, device and browser type, and how you arrived at our site.
• Advertising cookies, pixels, and click identifiers: the Meta pixel and Google advertising tags, plus campaign parameters and click IDs (such as “gclid” and “fbclid”) that tell us which ad brought you here. We store those identifiers with your inquiry so we can measure which advertising works.
• Form interaction data: which step of a form you reached and the name of the last field you touched — field names only, never what you typed.
• Phone calls: when you call us, we collect the number you called from, the time and duration of the call, and — where we can tell — the campaign or page that led to your call. Calls may be recorded and/or transcribed for quality, training, and record-keeping — you’ll hear a notice at the start of a recorded call, and by staying on the line you consent to recording.
• Cookies: we use cookies and similar technologies for sign-in, preferences, analytics, and advertising. Your browser can block or delete cookies; the site still works, though some features may not.

3. How we use information

• To provide the service: prepare and deliver your estate planning documents; schedule calls; process payments; provide support.
• To communicate with you: service messages about your purchase, and — with the consent you give on our forms — marketing calls, texts, and emails about completing your plan. Details and opt-outs in Section 6.
• To measure and improve: understand how people use the site, fix problems, and improve the experience.
• To advertise: measure ad performance and reach people likely to need estate planning. This includes sending conversion signals to Google and Meta — see Section 5.
• To protect and comply: prevent fraud and abuse, enforce our terms, keep records, and meet legal obligations.

We do not use your information to make automated decisions that have legal or similarly significant effects on you without human involvement.

4. Your estate planning information gets extra protection

Your plan answers and documents exist to create your estate plan. We use them to prepare your documents, support you, and maintain your records. We never provide the contents of your estate planning answers or documents to advertising or analytics platforms, and our advertising events are engineered so that only the fact of an event (for example, “a quote form was submitted”) is sent — not what you entered. Please note that information you give TruWill is protected by this policy and our confidentiality practices, but not by attorney-client privilege — no attorney reviews your individual documents, and TruWill is not your lawyer.

5. Who we share information with

We share personal information only as described here. We never sell your personal information for money.

Service providers working for us (under contracts limiting their use of your data): website and application hosting (Cloudflare, Vercel), our database provider (Neon), our customer relationship system (currently HubSpot), email delivery (Postmark), text messaging (Quo), scheduling and workflow tools, payment processing, and document printing and shipping carriers.

Advertising and analytics partners: Google (Analytics, Ads) and Meta (Facebook/Instagram). What they receive: page and event data collected by their tags on our site; click identifiers; and limited conversion information we send from our servers so ad measurement still works when browsers block cookies — including event details (such as “quote submitted” or a purchase and its amount) matched using a hashed (scrambled) version of your email or phone number. Google and Meta may associate this with the profile they hold about you under their own privacy policies. Some state laws call this “sharing” for cross-context behavioral advertising; Section 8 explains how to opt out. Your estate planning answers are never included (Section 4).

Others when necessary: professional advisers; law enforcement or others when required by law or to protect rights and safety; and a successor business if we go through a merger, acquisition, or reorganization (your information stays subject to promises at least as protective as these).

Text messaging carve-out (never shared): No mobile information will be shared with third parties or affiliates for marketing or promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; that information will not be shared with any third parties, other than the providers who deliver our text messages.

6. Marketing choices — texts, emails, calls

• Texts: you opt in on our forms. Message and data rates may apply; message frequency varies. Reply STOP to any text to stop all marketing texts immediately; reply HELP for help. We keep a record of your opt-out so it sticks. We send marketing texts only during daytime hours in your time zone.
• Emails: every marketing email has an unsubscribe link that works with one click.
• Calls: tell any caller, or email support@truwill.co, and we’ll stop marketing calls to your number.
• Opting out of marketing doesn’t stop service messages about a purchase in progress (receipts, document status, appointment reminders).
• Consent to marketing messages is not a condition of purchase.

7. Your rights and requests

No matter which state you live in, you can ask us to:

• tell you what personal information we have about you (access/copy);
• correct it;
• delete it, subject to what we must keep (Section 9); or
• opt out of advertising “sharing” (Section 8).

Email your request to support@truwill.co or call 844-488-1266. We’ll verify it’s really you (to protect your information), respond within 45 days, and we will never treat you differently for exercising these rights. If you use an authorized agent, we may ask for proof of authorization. If we decline a request, we’ll say why, and you may appeal by replying to our response.

8. Opt out of advertising “sharing” (Your Privacy Choices)

Some state laws treat our use of advertising pixels as “sharing” personal information for cross-context behavioral advertising. You can opt out:

• Global Privacy Control (GPC): we honor the GPC browser signal — if your browser sends it, advertising cookies and pixels are turned off for your visit automatically.
• Ask us: email support@truwill.co with “Privacy Choices” and we’ll suppress advertising sharing tied to your identifiers.
• Platform controls: Google and Meta offer their own ad-privacy settings, and your browser can block third-party cookies.

9. How long we keep information

We keep personal information as long as needed for the purposes above, then delete or de-identify it. In practice: your estate planning documents and account records are kept while your account is active and afterward as needed for legal, accounting, and record-keeping purposes (estate planning records are the kind of records people — and courts — may need many years later); marketing data is kept only as long as it’s useful; suppression records (like your STOP request) are kept so your opt-out sticks. You can request deletion at any time (Section 7).

10. Security

We use reasonable administrative, technical, and physical safeguards, including encryption in transit. No method of transmission or storage is completely secure, so we cannot guarantee absolute security — but if we learn of a breach affecting your information, we will notify you as the law requires. If you believe your account has been compromised, contact support@truwill.co immediately.

11. Children

Our services are for adults. The site is not directed to anyone under 18, and we do not knowingly collect personal information from children under 13. Information you provide about your children as part of your estate plan (for example, naming a guardian) is part of your estate planning information and is protected under Section 4.

12. Where your information lives

We operate in the United States and provide the services only to U.S. residents. Your information is processed and stored in the United States.

13. Changes to this policy

When we make material changes, we’ll update the date above and give notice on the site (or by email for significant changes) before they take effect.

14. Contact us

Privacy requests: support@truwill.co · 844-488-1266
By mail: Privacy Officer, TruWill, Inc., 62 E 800 N STE 207, Spanish Fork, UT 84660