THE BUILDER PLAN
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Terms of Use

Effective Date: May 12, 2026

These Terms of Use govern your access to and use of thebuilderplan.com, operated by Gen Life Financial LLC. By using this website, you agree to these Terms. If you do not agree, please do not use the site.

1. About Us

The Builder Plan is a marketing brand operated by Gen Life Financial LLC, an Arizona-based independent insurance agency licensed to offer life insurance products in all 50 U.S. states. Throughout this document, "we," "us," "our," and "The Builder Plan" refer to Gen Life Financial LLC.

2. Eligibility

You must be at least 18 years of age and a legal resident of the United States to use this site or to request a custom insurance illustration. By using the site, you represent and warrant that you meet these requirements.

3. Informational Purposes Only

The content on this website, including the quiz, illustrations, and any related materials, is provided for informational and educational purposes only. Nothing on this site constitutes:

Any insurance product discussed on this site is subject to underwriting approval, applicable state laws, carrier guidelines, and the terms of the actual policy contract. You should consult a licensed insurance professional before making any insurance, tax, or financial decision.

4. Custom Illustrations and Quotes

Custom illustrations, quotes, projections, or other figures provided on this site or by our licensed specialists are estimates only. Actual policy values, premiums, cash value growth, and benefits depend on a number of factors, including but not limited to: your age, health status, underwriting outcome, carrier selection, policy structure, premium funding, market index performance (where applicable), and current carrier rates. Past performance does not guarantee future results.

5. Submission of Information

When you fill out the quiz or contact form on this site, you agree that:

Standard message and data rates may apply for SMS communications. You can opt out of marketing communications at any time by replying STOP to a text message or by emailing us at anthony@genlifefinancial.com.

6. Intellectual Property

All content on this site — including text, graphics, logos, design, the "Builder Plan" name and brand, and all related materials — is the property of Gen Life Financial LLC or its licensors and is protected by U.S. and international copyright, trademark, and other intellectual property laws. You may not copy, reproduce, modify, distribute, or create derivative works from any content on this site without our prior written consent.

7. Prohibited Conduct

You agree not to:

8. Third-Party Links and Services

The site may contain links to third-party websites or services (including but not limited to insurance carriers, scheduling tools, and analytics platforms). We do not control, endorse, or assume responsibility for any third-party content, products, or services. Your interactions with any third-party site or service are subject to that third party's terms and privacy practices.

9. Disclaimer of Warranties

THE SITE AND ALL CONTENT ARE PROVIDED "AS IS" AND "AS AVAILABLE," WITHOUT WARRANTIES OF ANY KIND, EXPRESS OR IMPLIED, INCLUDING WITHOUT LIMITATION WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, ACCURACY, OR NON-INFRINGEMENT. We do not warrant that the site will be uninterrupted, error-free, or free of viruses or other harmful components.

10. Limitation of Liability

TO THE FULLEST EXTENT PERMITTED BY LAW, IN NO EVENT WILL GEN LIFE FINANCIAL LLC, ITS OWNERS, EMPLOYEES, AGENTS, OR AFFILIATES BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, OR PUNITIVE DAMAGES ARISING OUT OF OR RELATED TO YOUR USE OF THIS SITE OR ANY INFORMATION OBTAINED THROUGH IT. OUR TOTAL CUMULATIVE LIABILITY FOR ANY CLAIM ARISING OUT OF THESE TERMS OR YOUR USE OF THE SITE WILL NOT EXCEED ONE HUNDRED U.S. DOLLARS ($100).

11. Indemnification

You agree to indemnify, defend, and hold harmless Gen Life Financial LLC and its officers, agents, employees, and affiliates from any claims, damages, losses, liabilities, or expenses (including reasonable attorneys' fees) arising out of your use of the site, your violation of these Terms, or your violation of any rights of a third party.

12. Governing Law and Disputes

These Terms are governed by and construed in accordance with the laws of the State of Arizona, without regard to its conflict of laws principles. Any dispute arising out of or related to these Terms or your use of the site will be resolved exclusively through binding arbitration in Maricopa County, Arizona, under the rules of the American Arbitration Association, except that either party may seek injunctive relief in a court of competent jurisdiction for matters involving intellectual property or unauthorized site access.

You agree that any claims must be brought in your individual capacity and not as a plaintiff or class member in any class, collective, or representative action.

13. Changes to These Terms

We may update these Terms from time to time. The "Effective Date" at the top of this page reflects the date of the most recent update. Your continued use of the site after changes are posted constitutes acceptance of the updated Terms. We encourage you to review this page periodically.

14. Contact Us

Questions about these Terms? Reach out to us: