Privacy Policy

Effective Date: May 12, 2026

Gen Life Financial LLC ("we," "us," or "our") operates The Builder Plan brand and the website thebuilderplan.com. This Privacy Policy explains how we collect, use, share, and protect your personal information when you use our site or interact with our services.

1. Who We Are

The Builder Plan is a marketing brand operated by Gen Life Financial LLC, an Arizona-based independent insurance agency licensed in all 50 U.S. states. Our principal place of business is in Scottsdale, Arizona. You can contact our privacy team at anthony@genlifefinancial.com or by phone at 888-818-4734.

2. Information We Collect

We collect the following categories of personal information:

Information You Provide Directly

• Contact information: Full name, email address, phone number, and U.S. state of residence.
• Quiz responses: Your answers to questions on our quiz, including your focus area, current life insurance status, and age range.
• Other information: Any additional information you choose to share with us by email, phone, or through our scheduling tools.

Information Collected Automatically

• Device and browser information: IP address, browser type and version, operating system, device identifiers, and screen resolution.
• Usage information: Pages visited, time spent on pages, links clicked, referring URLs, and approximate geographic location.
• Cookies and tracking technologies: See Section 5 for details.

Information from Third Parties

• Advertising platforms (such as Meta) may share information about how you interacted with our ads.
• If you book a consultation, our scheduling provider may share booking information with us.

3. How We Use Your Information

We use your personal information to:

• Respond to your quiz submission and contact request, including preparing a custom insurance illustration;
• Schedule and conduct consultations with our licensed insurance specialists;
• Communicate with you by phone, email, and SMS regarding your inquiry and our services;
• Send marketing communications (where permitted, and from which you may opt out at any time);
• Operate, maintain, and improve our website and services;
• Measure the performance of our advertising campaigns and optimize our marketing;
• Comply with legal obligations, including state insurance regulations;
• Protect against fraud, abuse, and unauthorized access.

4. How We Share Your Information

We do not sell your personal information. We share your information only in the following circumstances:

• Service providers: With trusted third parties who help us operate our business, including our customer relationship management platform (GoHighLevel), email and SMS providers, scheduling tools, hosting services, and analytics providers.
• Insurance carriers: With insurance carriers we work with, but only to the extent necessary to evaluate, quote, or issue a policy at your request.
• Advertising partners: With advertising platforms (such as Meta and Google) for measurement, analytics, and conversion tracking. This may include hashed or pseudonymized identifiers.
• Legal requirements: When required by law, court order, or government request, or to protect the rights, property, or safety of Gen Life Financial LLC, our users, or others.
• Business transfers: In connection with a merger, acquisition, sale of assets, or similar business transaction.

5. Cookies and Tracking Technologies

We use cookies, pixels, and similar tracking technologies to operate our site and measure our marketing. These include:

You can control cookies through your browser settings. Disabling cookies may affect some functionality on the site. You may also opt out of interest-based advertising through industry programs such as the Digital Advertising Alliance (optout.aboutads.info) and Network Advertising Initiative (optout.networkadvertising.org).

6. SMS / Text Message Communications

By submitting your phone number through our forms, you consent to receive recurring marketing and informational SMS messages from Gen Life Financial LLC and its agents. Message frequency varies. Standard message and data rates may apply. You can opt out at any time by replying STOP. Reply HELP for help.

SMS consent is not required to obtain insurance products or services and is not a condition of purchase. We do not share your phone number with third parties for their own marketing purposes.

7. Your Rights and Choices

Depending on where you live, you may have the following rights regarding your personal information:

• Right to access: Request a copy of the personal information we hold about you.
• Right to correct: Request that we correct inaccurate or incomplete information.
• Right to delete: Request that we delete your personal information, subject to certain exceptions.
• Right to opt out: Opt out of marketing communications at any time.
• Right to non-discrimination: You will not be discriminated against for exercising these rights.

To exercise any of these rights, contact us at anthony@genlifefinancial.com. We will respond within 45 days, or sooner where required by law.

California Residents (CCPA / CPRA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA), including the right to know what personal information we collect, the right to deletion, the right to opt out of "sale" or "sharing" of personal information, and the right to non-discrimination. We do not "sell" personal information as that term is defined under the CCPA. For information about how to exercise your CCPA rights, contact us at anthony@genlifefinancial.com.

8. Data Retention

We retain your personal information for as long as necessary to fulfill the purposes described in this Privacy Policy, comply with legal and regulatory obligations (including state insurance recordkeeping requirements), resolve disputes, and enforce our agreements. Insurance-related records may be retained for longer periods as required by applicable law.

9. Data Security

We implement reasonable administrative, technical, and physical safeguards to protect your personal information. However, no method of transmission over the Internet or electronic storage is completely secure, and we cannot guarantee absolute security.

10. Children's Privacy

This website is not directed to children under the age of 18, and we do not knowingly collect personal information from anyone under 18. If we become aware that we have collected personal information from a child under 18 without verified parental consent, we will delete that information.

11. Third-Party Links

Our site may contain links to third-party websites. We are not responsible for the privacy practices or content of those sites. We encourage you to review the privacy policies of any third-party site you visit.

12. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. When we do, we will revise the "Effective Date" at the top of this page. We encourage you to review this Privacy Policy periodically.

13. Contact Us

Questions, comments, or requests regarding this Privacy Policy or your personal information? Contact us:

• Email: anthony@genlifefinancial.com
• Phone: 888-818-4734
• Entity: Gen Life Financial LLC
• Address: Scottsdale, Arizona