Privacy Notice
June 19, 2026
9:00 am
Our Privacy Notice Has Recently Changed.
Your privacy is important to Homethrive, Inc. (“Homethrive,” “we,” “us,” or “our”). This Privacy Notice (the “Notice”) explains the types of information we may collect from you or that you may provide when you visit the website, https://homethrive.com/, and other online or digital services, including our mobile applications, and all services available via the website and mobile applications (collectively, our “Website”), or otherwise communicate with us, and our practices for collecting, using, maintaining, protecting, and disclosing that information. This Notice does not apply to information collected through any other means, including on any other website operated by a third party.
Please read this Notice carefully. If any term in this Notice is unacceptable to you, please do not use our Website or provide us with any personal information.
In this Notice, when we talk about “Personal Information,” we mean any information that is related to an identified or identifiable natural person, or as otherwise defined by applicable law.
This Notice does not apply to any products, services, websites, mobile applications, or content (including advertising) offered by third parties or that may be linked to or from the Website. Data collected by these third parties is covered by their own privacy notices.
1. Your Information We Collect
Depending on your relationship with us, we may collect the following categories of Personal Information from you:
- Personal details: Name, date of birth, email address, postal address, telephone number, gender, race/ethnicity, and marital status, and other identifiers;
- Account information: Account login credentials such as username and password;
- Financial information: Billing and payment information (e.g., credit card or ACH account information);
- Health-related information: Individual health conditions, treatment, diseases, or diagnosis; social, psychological, behavioral, and medical interventions; health-related surgeries or procedures; use or purchase of prescribed medication; bodily functions, vital signs, symptoms, or measurements related to health; diagnoses or diagnostic testing, treatment, or medication; gender-affirming care information; reproductive or sexual health information; genetic data; precise location information that could reasonably indicate a consumer’s attempt to acquire or receive health services or supplies; data that identifies a consumer seeking health care services; and health-related data that have been derived or inferred from the above (for more information, please visit our Consumer Health Privacy Policy);
- Device and other automatically collected information: IP address, browsing history, network connection, your location, search history, and information regarding your interactions with a website, application, or advertisement. For more information, see “Information We Automatically Collect About You” below;
- Views and opinions: Feedback, survey responses, and other information included within your interactions with us or otherwise provided via the Website;
- Communications: Information you disclose when you contact us or upload information to the Website, call our customer service representatives, correspond with Homethrive representatives via email, or interact with our Care Guides;
- AI chat and assistance information: Information you choose to provide when using AI-enabled chat, assistance, or content augmentation features, including messages, questions, caregiving-related context, service needs, and any health-related or other sensitive information you choose to submit.
- Inferences: Limited inferences we derive from Personal Information we collect about you, such as caregiving needs, service preferences, or recommended next steps, to support service delivery, personalize your experience, and improve our services; and
- Partner information: Personal information directly from vendors and third parties that Homethrive partners with.
2. How We Collect Your Information
Information We Collect Directly From You
We may collect Personal Information that you provide to us when you use our Website or interact with us. For example, we may collect information when you browse through the Website, register or create an account, make an information request, or when you otherwise communicate or interact with us and provide your information via our Website or other communication channels.
Information We Automatically Collect About You
As with many websites, when you interact with our Website, we may use automatic data collection technologies to collect and log certain information about your equipment, browsing actions, and patterns, including details of your visits to our Website (e.g., traffic data, logs, other communication data, and resources that you access and use on our Website), information about your computer, mobile device, and internet connection (including your IP address, operating system, and browser type), and location data, which we collect to ensure you reside in a jurisdiction in which you are eligible for using our Website, to comply with relevant laws, and for fraud prevention purposes.
Cookies
The technologies we use for automatic data collection include browser cookies, flash cookies, and web beacons. We may store cookies (i.e., locally stored objects) on your device when you use our Website. These technologies help us speed up your future activities and improve your experience by remembering the information that you have already provided to us. Third parties operating on our behalf may also use these technologies to provide us with anonymous data and information regarding the use of our Website. For more information on how you can block or delete these technologies from your device and our practices related to opt-out preference signals, please see Section 11 “Other Choices.”
We use Google Analytics to collect information on your use of our Website. Google Analytics collects information such as how often users visit our Website, what pages they visit, and other websites visited prior to or after coming to this Website. The data collected through these tools is not tied to other Personal Information that we collect about you. To know more about data collected by Google Analytics, visit https://policies.google.com/privacy.
You may prevent the use of Google Analytics by disabling Analytics/Performance cookies. You may also prevent Google Analytics from recording the data generated by the cookie and pertaining to your use of our Website (including your IP address), or processing this data, by downloading and installing the browser plug-in available through Google at the following link: https://tools.google.com/dlpage/gaoptout.
We use analytics, performance, and monitoring tools, including Hotjar, Mixpanel, and Datadog, to help us understand how users interact with our Website and Services, improve user experience, measure feature usage, troubleshoot issues, monitor performance, and maintain the reliability and security of our platform.
These tools may collect information such as pages visited, features used, links or buttons clicked, session activity, device and browser information, operating system, IP address or approximate location, referral source, timestamps, performance data, error logs, and other usage or diagnostic information. Depending on your interactions with our Website or Services and how these tools are configured, some of this information may be associated with your account, device, or other identifiers.
Hotjar may help us understand user behavior through tools such as heatmaps, session recordings, surveys, and feedback features. You can learn more about Hotjar’s privacy practices at https://www.hotjar.com/legal/policies/privacy/.
Mixpanel may help us analyze product usage, feature engagement, user journeys, and other event-based interactions with our Website and Services. You can learn more about Mixpanel’s privacy practices at https://mixpanel.com/legal/privacy-policy/.
Datadog may help us monitor application performance, reliability, errors, logs, diagnostics, and real-user experience so we can identify and resolve technical issues. You can learn more about Datadog’s privacy practices at https://www.datadoghq.com/legal/privacy/.
You may prevent or limit the use of these tools by disabling Analytics/Performance cookies in our cookie preferences tool, where available. Please note that some monitoring or security-related technologies may be necessary to operate, secure, debug, or maintain the Website and Services and may not be disabled through cookie preferences.
Information We Collect From Other Sources
We may collect Personal Information about you from our affiliates and our partners and their service providers and contractors. We also may obtain information you have made publicly available, including from websites and online services you use, consumer research platforms, and/or business contact databases.
3. How We Use Your Information
We may collect Personal Information for the following purposes:
- Provide our Website and its contents to you;
- Provide, manage, analyze or improve the services requested by you, including in the context of your business relationship with us, and perform our contractual obligations;
- Fulfill or meet the reason you provided the information (e.g., to respond to your email or request for information);
- Process payments for our products and services;
- Analyze and better understand your needs, preferences, and interests;
- Provide AI-enabled chat, assistance, content augmentation, recommendations, service navigation, and related support features, including by processing information you choose to provide through those features.
- Conduct internal business analysis and research;
- Advertise and promote our products and services;
- Engage with current and prospective vendors and third parties;
- Communicate with you about our Website or to provide you with information or marketing materials, including promotional offers, that may be of interest to you, including through our use of targeted advertising;
- Send you transactional or relationship messages, such as receipts, account notifications, customer service responses, and other administrative messages;
- Monitor and analyze trends, usage, and activities in connection with the Website;
- Comply with the law, enforce our rights and policies, and protect or defend our interests or the interests of our customers or users of our Website if permitted by law or required to do so by law, court order, or government regulations, or where we believe such action is necessary;
- Help maintain the safety, security, and integrity of our Website, products and services, databases, other technology assets, and business;
- System administration and to monitor the use of our Website, including detecting and preventing against security incidents and fraudulent activity;
- Any other purpose disclosed by us when you provide the information or with your consent; and
- Disclose to third parties for the performance of services provided to us, including third-party providers of services related to the operation and management of our Website, or in connection with the administration and support of the activities noted above.
Please note that we do not collect, use, or sell Personal Information, including information submitted through AI-enabled features, for the purpose of training large language models.
4. With Whom We Disclose Your Information
We may disclose information about you as follows and as otherwise described in this Notice or at the time of collection:
- With companies and vendors that perform services for us, including data hosting vendors, AI providers, customer support providers, payment processors, information technology support providers, email service providers, and digital marketing and analytics providers to conduct outreach and marketing activities on our behalf;
- To accountants, auditors, lawyers, and other outside professional advisors to Homethrive, subject to appropriate contractual obligations of confidentiality;
- Where required by law, court order, or subpoena if we believe disclosure is in accordance with, or required by, applicable law or legal process or where necessary to prevent, detect, or prosecute criminal offenses, or to protect the rights, property, and safety of Homethrive or others;
- In connection with any merger, sale of company assets, financing, or acquisition of all or a portion of our business by another company;
- Between and among Homethrive and our current and future parents, affiliates, subsidiaries, and other companies under common control and ownership;
- At your direction or with your consent.
Please note we may disclose certain categories of Personal Information including identifiers, commercial information, and internet or other similar network activity through our use of automatic data collection technologies (e.g., cookies) used in connection with the Website to show you targeted advertisements on third-party properties and to expand the reach and effectiveness of our own marketing campaigns. These activities may be considered “sales,” “sharing,” or “targeted advertising” under certain state laws.
We may also process and may disclose information to third parties if the information has been de-identified or aggregated in a way so it cannot be used to identify you.
5. How We Protect Your Information
We use reasonable security measures to protect your Personal Information. Please understand, however, that no security system is impenetrable. We cannot guarantee the security of our databases, nor can we guarantee that the information you supply will not be intercepted while being transmitted to and from us over the internet.
6. Data Retention
We retain your Personal Information so long as necessary for the purposes for which it was collected or otherwise processed. When determining the retention period, we take into account criteria, such as the type of services requested by or provided to you, the nature and length of our relationship with you, use of our Website, and the impact on the Website functionality if we delete your Personal Information.
We also consider applicable legal and regulatory obligations, including obligations under HIPAA and state-specific laws, as well as relevant statutes of limitations for legal claims and our need to enforce our rights and policies.
7. Children
The Website is not directed towards children. We do not knowingly collect Personal Information from children under the age of 13 (or 16 where applicable by law) through the Website. If you are under 13, please do not give us any Personal Information. We encourage parents and legal guardians to monitor their children’s internet usage and to help enforce our Notice by instructing their children to never provide Personal Information through the Website without their permission. If you have reason to believe that a child under the age of 13 (or 16, where applicable) has provided Personal Information to us, please contact us using the methods described in Section 10 “How to Contact Us,” and we will endeavor to delete that information from our databases.
8. Links, Social Features, & Third Party Partners
The Website may contain content, services, advertising, and other materials that link to external websites. We do not endorse and are not responsible for the content of any such external website. Please refer to the terms of use and privacy notices of the external website for more information.
If you disclose your Personal Information in any social feature of the services (for example, via the online discussion forum), or to any other party through the services (for example, if you direct us to disclose your information to one of our third party partners to access additional caregiver services provided by that third party), you should be aware that by doing so you are choosing to disclose your Personal Information to others and that Homethrive is unable to control how, when, or with whom those other parties may disclose your information. Those entities will use your Personal Information in accordance with their own privacy policies, and we encourage you to review their privacy policies before deciding to disclose your Personal Information to them.
9. Changes to This Notice
This Notice is effective as of the date stated at the top of this Notice. We may change this Notice from time to time. Your access to the Website after such change will be deemed acceptance of the new Notice.
10. How to Contact Us
If you have any questions or concerns about our privacy practices or about exercising your rights, you may send an email to privacy@homethrive.com or call us at 888-777-2199. You may also write to us at: 980 N Michigan Ave. Suite 1090, PMB 792811, Chicago, IL 60611.
11. Other Choices
Cookies/Automatic Tracking Technologies. As noted above, our Website may use cookies and other automatic data collection technologies. You may block or delete these technologies from your device. However, by disabling such technologies, you may not have access to the entire set of features of our Website. For more information about cookies, including links to web browser instructions for disabling and managing such technologies, visit https://optout.networkadvertising.org.
Residents of certain states with a privacy law in effect may also have the right to opt out of sales and sharing/targeted advertising via cookies by using an opt-out preference signal. The Global Privacy Control signal is currently the only opt-out preference signal we can recognize. You can visit https://globalprivacycontrol.org to learn how to configure your device to send such signals. We will honor and process opt-out preference signals in accordance with applicable law. Please note that your opt-out choice will only apply to your use of our Website through the current browser or device you are using and only so long as that browser’s cookies are not erased. You will need to configure each device and browser you use to visit our Website to send such signals to completely opt out using this method. Please note that you may still receive generalized ads after opting out and an opt-out preference signal will not impact essential cookies used on the Website.
Promotional Emails. You may opt out of receiving promotional emails from us by following the instructions in those emails or by logging into your account and managing your contact preferences. If you opt out, we may still send you non-promotional emails, such as those about your account or our ongoing business relations.
Marketing Phone Calls. With your consent, we may engage in marketing and other automated communications, which may include phone calls made using an automatic telephone dialing system or artificial prerecorded voice , and may utilize artificial intelligence (“AI”) technologies. You are not required to consent to such communications as a condition of purchasing products or services, and you may revoke consent at any time by contacting us via the methods described in Section 10 “How to Contact Us.”
Text Messages. With your consent, we may send marketing and/or non-marketing communications by text message (e.g. SMS and MMS), which may utilize or be sent using automated telephone dialing equipment and may include AI-generated content. You are not required to consent to such communications as a condition of purchasing products or services, and you may revoke your consent at any time by replying “STOP” (or similar revocation language as permitted under applicable law) to the text message you receive from us or by contacting us via the methods described in Section 10 “How to Contact Us.” Please note that you may be subscribed across different short codes used by Homethrive, and therefore you must separately submit an opt-out request to each short code from which you wish to unsubscribe. After revoking consent, you may receive a confirmation text that you have been opted out. For additional information, please review Section 23 “SMS Messaging Terms & Conditions” of the Terms & Conditions.
Please note, we will not share your text messaging opt-in data and consent with any third parties for their marketing purposes. However, as indicated in Section 4 “With Whom We Disclose Your Information,” we may disclose this information to third parties that support our messaging services, including but not limited to platform providers, phone companies, and any other vendors who assist us in the delivery of text messages.
Push Notifications to Mobile Devices. With your consent, we may send promotional and other push notifications to your mobile device. You can deactivate these messages at any time by changing the notification settings on your mobile device.
12. Additional Information for California Residents
If you are a California resident, this section supplements the rest of this Privacy Notice and applies to Personal Information we collect about you that is subject to the California Consumer Privacy Act, as amended by the California Privacy Rights Act.
We collect, use, disclose, retain, and, where applicable, sell or share the categories of Personal Information described in this Privacy Notice for the purposes described above, including to provide and improve our Website and Services, communicate with you, process transactions, maintain security, comply with legal obligations, and support analytics, advertising, and other business purposes. We retain Personal Information as described in Section 6, “Data Retention.”
Subject to applicable law, California residents may have the right to know/access, delete, correct, opt out of sale or sharing, limit certain uses and disclosures of sensitive Personal Information, and not be discriminated against for exercising their privacy rights. To exercise these rights, please contact us using the methods described in Section 10, “How to Contact Us.” You may also opt out of certain sale or sharing activities through our cookie preferences tool or by using a recognized opt-out preference signal, such as Global Privacy Control, as described in Section 11, “Other Choices.”
13. Additional Information for Residents of Other States
Eligible residents of states in which there is a comprehensive privacy law in effect, including Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oklahoma, Oregon, Rhode Island, Tennessee, Texas, Utah, and Virginia, also have rights with respect to the Personal Information, also known as personal data, that we collect about you. This section supplements this Notice and applies solely to eligible residents of U.S. states with applicable comprehensive privacy laws in effect. Any terms not defined in this section have the same meaning as defined under applicable law. Subject to certain exceptions, if you are an eligible resident of one of these states, you have certain privacy rights which may include, depending on your state of residency:
- Right to Know/Access: You have the right to confirm whether we process your Personal Information and the categories of Personal Information processed, and to access such Personal Information. You also have the right to obtain your Personal Information in a portable, and to the extent reasonably feasible, readily usable format that you can transmit without hindrance. In addition, Delaware and Maryland residents have the right to obtain a list of the categories of third parties to which we have disclosed their Personal Information, and Connecticut, Minnesota, and Oregon residents have the right to receive a list of specific third parties to which we have disclosed any Personal Information.
- Right to Delete: You have the right to request that we delete the Personal Information you have provided to us or that we have otherwise obtained about you.
- Right to Correct: You have the right to request that we correct inaccuracies in your Personal Information, taking into account the nature of the Personal Information and the purposes of the processing of your Personal Information.
- Right to Opt Out: You have the right to opt out of the processing of your Personal Information for the purposes of (i) targeted advertising, (ii) the sale of your Personal Information, and (iii) profiling in furtherance of decisions that produce legal or similarly significant effects.
[Please note that we do not engage in such profiling as defined under applicable law, but we may sell or use your Personal Information as described in Section 3 “How We Use Your Information” for targeted advertising purposes. If you have an opt-out preference signal enabled, you will automatically be opted out of the sale or use of your information for targeted advertising, but we may ask you to confirm your preference if you have previously consented to such processing activities. For additional information regarding how an opt-out preference signal will be processed and how you can use an opt-out preference signal, please see Section 11 “Other Choices.”]
NOTICE TO TEXAS CONSUMERS: We may sell your sensitive personal data.
- Right to Appeal: You have the right to appeal our decision with regard to your request to exercise any rights described herein.
The exact scope of these rights may vary by state. You do not need to create an account with us to exercise your state privacy law rights. To exercise the rights described in this section, including your opt-out rights, please submit a consumer request by contacting us via the methods described in Section 10 “How to Contact Us.”
In addition, to the extent you have provided consent for our collection and/or processing of your Personal Information and wish to revoke that consent, please contact us via the methods described in Section 10 “How to Contact Us.”
Effective Date: Jun 1, 2026
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