Your Privacy Matters to Us!

This Privacy Policy ("Privacy Policy") describes the way we handle the information you submit at the web site located at (the "Web Site"), including how we handle Personal Identity Information and Demographic Information we may obtain when you use the Web Site, and how we may share it. This Privacy Policy applies only to this Web Site, and not any other web sites, including any other Equifax web sites.  Information collected when you visit other web sites, including other Equifax web sites, is governed by the privacy policies at those respective web sites. This Privacy Policy does not apply to information we may obtain through other means, including offline or online in another forum, or other Equifax web sites.


Through this Web Site, we collect Information about you in order to provide you with certain marketing and loan information services and materials on behalf of our Affiliates and/or Clients.

More specifically, we may provide your Information to LeadPoint, Inc. ("LeadPoint") and other third party service providers for them to share your Information with participating businesses that provide products and services that match your inquiry.  Any Information that we provide to LeadPoint will be governed by the Secure Rights Privacy Policy [link] after receipt by LeadPoint.  We may also share the Information this Web Site collects about you with our Clients so that they can provide you with certain marketing and loan information services and materials directly.

When used in this Privacy Policy the terms below have the following meanings:

"Affiliates" are companies that are related to us by common ownership or affiliated with us by common control.

"Clients" means certain online and offline non-affiliated third parties (companies that are not owned or controlled by us) with which we do business.

"Demographic Information" is information that we may collect from you online about your date of birth, lifestyle, education, occupation, hobbies, interests, marital status, gender, income, dwelling type, value and ownership, automobile type, value and ownership, buying behavior, bankruptcy history, mortgage and other loan and financial obligations, or other similar types of information.

"Information" means both Demographic Information and Personal Identity Information.

"Personal Identity Information" is information that we may collect from you at the Web Site that identifies who you are and how to contact you, such as, first and last name (middle initial and suffix, as applicable), email address, and mailing address.

"Service Provider" means our vendors and other third parties that provide services to us, including LeadPoint.

"We" or "we" means Equifax Direct Marketing Solutions LLC ("DMS") and the businesses we operate.  DMS is a separate business entity from the Equifax credit reporting agency.

Equifax Fair Information Principles

Recognized Fair Information Principles serve as the foundation of our Privacy Policy. Accordingly, we want to provide you with the following:


  • What Information we collect about you through the Web Site.
  • How we use the Information we collect about you.
  • With whom we share the Information we collect about you.


  • Actions you can take regarding your Information.


  • How we secure the Information you provide.


  • How we enforce this Privacy Policy.


The Information We Collect About You


We collect the Information that you voluntarily provide to us through the Web Site during the loan information request process. We only collect Information from you that you voluntarily provide during this process and we do not collect any information about you from third parties during this process. We use cookie technology, independently or through our service providers, as described below.

How We Use the Information We Collect About You

We may use your Information as follows:

  • to provide your Information to our Service Providers for them to share your Information with participating businesses that provide products and services that match your inquiry, including participating lenders that offer the types of loan and financial products that you identify in the loan information request process. 
  • to inform you of products or services available from us and/or our Clients by our making opportunities available to you on this Web Site and other web sites, by postal mail, and e-mail.
  • to send you Client offers or promotions, including those in connection with the specific interests, hobbies or Demographic Information you provided.
  • to send you information about us and about special offers such as sweepstakes or other surveys or promotions.

We also may use the Information we collect in a combined and anonymous manner to give us Demographic Information about all of the loan information request participants. We use this to better understand the loan information request participants and to improve our offerings to you.

To Whom We May Share the Information We Collect

We may share the Information we collect with our Clients and Service Providers for various business purposes, including sales and marketing purposes. This may result in our Clients sending email solicitations and other marketing communications to you. We may disclose Information to non-affiliated third parties as permitted by law.  We may also disclose any of the Information we collect, as described above, to our Affiliates, and such Affiliates will use your Information for the purposes outlined above.


Actions You Can Take Regarding Your Information

You can make changes to your Personal Identity Information at any time by submitting your request using our "Contact Us" form. Click to open form.


How We Secure Your Information We recognize the importance of secure online transactions, and we maintain physical, administrative, and technical safeguards to protect your Personal Identity Information and the Demographic Information we collect about you, as described above. We safeguard the privacy of Information you provide us through online forms. We use programs that encrypt the information you provide on the form before transmission to us. Information you provide to us online, including Personal Identity Information, is transmitted to us through a secured socket layer (SSL) transmission. The information is decrypted only upon receipt. Additionally, we have security protocols and measures in place to protect the Personal Identity Information and other Information we maintain about you from unauthorized access or alteration. These measures include internal and external firewalls, physical security and technological security measures, and encryption of certain data.



"Accountability" is generally recognized as an important component of "Fair Information Practices" and refers to the process that a company has in place to be sure it adheres to its privacy policy. We maintain various processes in order to comply with this Privacy Policy, including:

  • Processes exist to reasonably assure accuracy when mapping your preferences.
  • A preferences form is maintained to accept opt-out requests.
  • We are an active member of the DMA and have instituted DMA best practices for our business.
  • We have practices in place to ensure your privacy is honored through DMS, corporate and Do Not Call suppression requests.



What is a Cookie?

A cookie is a piece of text information that a web server may transfer to the hard drive of your computer through your web browser when you visit a web site.  Cookies are commonly used on web sites to improve your experience and to enable systems to recognize your browser.  Some cookies last only through a single visit (session cookie); other may have an expiration date; still others may remain on your computer until you delete them (persistent cookie).  Only the information that you provide, or the choices you make while visiting a web site can be stored in a cookie.  For example, the web site cannot determine your e-mail address unless you choose to type it.

How We Use Cookies:

We use session and persistent cookie technology for several purposes.

For example, cookies:

  • Allow us to gather aggregated statistical data about the use of the Web Site for research purposes.
  • Help us improve your navigation of the Web Site.
  • Enable us to store your preferences for certain kinds of information and marketing offers.

Our cookies only collect information during your online activity at this Web Site to which this Privacy Policy applies, and not during any of your other Internet activity.  Cookies set by us or our Service Providers are not interpreted or shared with any other third party. We may combine cookie data with Personal Identity Information or Demographic Information you provide to us (e.g., your e-mail address) so that you may receive marketing offers likely to be of interest to you.  Of course, you may opt out of receiving these offers at any time by following the instructions in the marketing offer.  We may sometimes use outside technology companies to set cookies on this Web Site and collect cookie information for us.  We use the cookie information collected by these companies in the same manner as stated above in this section.  Those companies may not use these cookies for their own internal purposes or share the information collected with any party other than us.

How You Can Accept or Reject Cookies:

You can decide if and how your computer will accept a cookie by establishing your preferences in your web browser.  Please understand that, if you choose to reject cookies, you may not be able to use certain of our online services or Web Site features.  Internet Explorer is set up to allow the creation of cookies; however, you can specify that you be prompted before a web site puts a cookie on your hard disk, so you can choose to allow or disallow the cookie; or you can prevent Internet Explorer from accepting any cookies.  You can specify different settings for different security zones.  For example, you might want to allow web sites to create cookies if they are in your trusted sites or local intranet zone, prompt you before creating cookies if they are in your Internet zone and never allow cookies if they are in your restricted sites zone.

Children's Privacy

The Web Site is intended for use by adults only. We comply with the Children's Online Privacy Protection Act and do not knowingly solicit or collect information from children.

Keeping Up-to-Date On Our Privacy Policy Changes

We want you to be fully informed about how we protect your privacy. We may change our Privacy Policy in the future, but we will not change our practices until they have been posted at this Web Site. If changes occur, we will also show the date of revision. By using our Web Site you agree that we may notify you of changes in our Privacy Policy through this Web Site.


We make every effort to preserve the privacy of your Information. However, it is possible, in rare instances, that your personal data might need to be disclosed, if required by law and if we have a good-faith belief that such action is necessary to comply with a current judicial proceeding, a court order, or a legal process served on our website.

While we take reasonable precautions to be sure that Clients to whom we disclose Information are aware of our Privacy Policy and fair information principles, we are not responsible for the privacy practices of our Clients.

How To Contact Us With Questions Or Comments

If you have questions or comments about our online privacy policy, please submit your question using our "Contact Us" form. Click to open form or write to Chief Privacy Officer, Equifax Inc., 1550 Peachtree Street, NW, Atlanta, GA 30309.