PRIVACY POLICY
True Financial Lending Limited Partnership (“True Financial,” “we,” “us,” or “our”)
Effective Date: September 8, 2026
This Privacy Policy explains how True Financial Lending Limited Partnership (“True Financial,” “we,” “us,” or “our”) collects, uses, discloses, and protects information when you visit our website, contact us, request information or a quote, apply for a mortgage-related product or service, communicate with us, or otherwise interact with us.
This website Privacy Policy is intended to describe our general online privacy practices. Additional privacy notices or disclosures may apply when you submit a mortgage application or obtain financial products or services from us.
1) INFORMATION WE COLLECT
We may collect information that you provide directly to us as well as certain information collected automatically when you use our website.
Information we may collect includes:
- Contact Information: Name, email address, telephone number, mailing address, and other contact information you provide.
- Inquiry and Application Information: Information submitted through forms, applications, emails, telephone calls, text messages, or other communications, including loan purpose, property information, estimated property value, income ranges, requested loan amount, and other information you choose to provide.
- Financial and Transaction Information: When applicable to a mortgage inquiry or application, we may collect financial, employment, income, asset, liability, credit, property, and related information necessary to evaluate or process your request.
- Communication Information: Records of communications between you and True Financial, including emails, telephone calls, voicemail messages, text messages, and information relating to your communication preferences and consent.
- Device and Usage Information: Internet Protocol (IP) address, browser type, operating system, device information, pages viewed, referring URLs, time spent on the website, and similar usage information.
- Cookies and Similar Technologies: Cookies, pixels, analytics technologies, and similar tools used to operate, secure, analyze, and improve our website.
2) HOW WE USE INFORMATION
We may use information we collect to:
- Provide, operate, maintain, and improve our website and services.
- Respond to inquiries and provide information, quotes, or services you request.
- Process or facilitate mortgage inquiries and applications.
- Communicate with you by telephone, email, text message, or other means when permitted by law and, where required, with your consent.
- Provide customer service and respond to questions or requests.
- Send informational, transactional, or marketing communications when you have consented to receive them.
- Verify information and help prevent fraud, unauthorized activity, or misuse of our systems.
- Comply with legal, regulatory, licensing, recordkeeping, and reporting obligations.
- Conduct analytics and understand how visitors use our website.
- Protect the rights, safety, property, and security of True Financial, our customers, and others.
3) TEXT MESSAGING (SMS) PRIVACY AND CONSENT
SMS Consent
True Financial may send SMS or text messages only when permitted by applicable law and when any required consent has been obtained.
SMS consent may be provided through an affirmative action such as:
- Checking an optional SMS consent checkbox on our website;
- Texting an applicable opt-in keyword to a designated True Financial telephone number; or
- Using another clearly disclosed opt-in method presented by True Financial.
Providing a telephone number or submitting a form alone does not constitute consent to receive recurring informational, customer-care, marketing, or promotional text messages.
Consent to receive informational/customer-care or marketing/promotional text messages is voluntary and is not a condition of obtaining mortgage services, requesting a quote, applying for credit, purchasing any product or service, or otherwise doing business with True Financial.
Informational/customer-care SMS consent and marketing/promotional SMS consent are separate, optional choices. You may choose one, both, or neither and still complete your inquiry or quote request. Opting in to either program does not enroll you in the other.
Types of Text Messages
Depending on the program you separately opt in to, text messages may include:
- Homebuyer and homeownership educational content and resources;
- Marketing messages about webinars, workshops, events, company announcements, and related promotional content;
- Responses to inquiries or quote requests;
- Appointment reminders;
- Application or loan-status updates;
- Document reminders;
- Follow-up communications;
- Customer-service communications; and
- Other non-promotional communications relating to services you requested from True Financial.
Message Frequency
Message frequency varies based on your interactions with True Financial and the services or information you request.
Message and Data Rates
Message and data rates may apply depending on your wireless carrier and service plan.
Opting Out
You may opt out of recurring text messages at any time by replying:
STOP
After opting out, you may receive a final confirmation message. You will no longer receive recurring SMS messages from that number unless you subsequently opt in again.
Help
For assistance with text messaging, reply:
HELP
You may also contact True Financial using the contact information provided in Section 11 of this Privacy Policy.
Mobile Information and SMS Consent
Mobile telephone numbers, SMS opt-in information, and SMS consent records will not be sold, rented, or shared with third parties or affiliates for their own marketing or promotional purposes.
We may disclose mobile information to service providers that assist us in operating our communications systems or delivering messages on our behalf, subject to appropriate contractual, confidentiality, and privacy obligations.
SMS consent is specific to True Financial and will not be transferred to another business for that business’s independent marketing purposes.
4) HOW WE SHARE INFORMATION
We may disclose personal information when reasonably necessary to provide services you request or operate our business, including to:
- Service providers that assist with website hosting, customer relationship management systems, communications, analytics, information technology, cybersecurity, document management, and other business operations.
- Mortgage lenders, investors, financial institutions, settlement service providers, title companies, appraisal providers, credit reporting agencies, insurance providers, and other parties involved in evaluating, processing, closing, or servicing a mortgage transaction, as appropriate and permitted by law.
- Professional advisers such as attorneys, accountants, auditors, consultants, and compliance providers.
- Government agencies, regulators, courts, law-enforcement authorities, or other parties when disclosure is required or permitted by law.
- Parties involved in a merger, acquisition, financing, reorganization, sale of assets, or similar business transaction, subject to applicable legal requirements.
We may also disclose information when reasonably necessary to protect our rights, prevent fraud, investigate misuse, enforce agreements, or protect the safety and security of True Financial, our customers, or others.
We do not sell mobile telephone numbers or SMS consent information, and we do not share such information with third parties or affiliates for their independent marketing or promotional purposes.
5) COOKIES, ANALYTICS, AND TRACKING TECHNOLOGIES
Our website may use cookies and similar technologies to operate the site, remember preferences, understand website usage, measure performance, improve functionality, and help protect against fraud or misuse.
These technologies may collect information such as:
- IP address;
- Browser and device information;
- Pages visited;
- Date and time of visits;
- Referring websites; and
- Website interactions.
You may be able to manage or disable cookies through your browser settings. Disabling certain cookies may affect the functionality or performance of the website.
Third-party analytics or technology providers may process information according to their own privacy practices.
6) DATA SECURITY
We use reasonable administrative, technical, and physical safeguards designed to protect personal information against unauthorized access, loss, misuse, alteration, or disclosure.
However, no website, electronic transmission, network, or storage system can be guaranteed to be completely secure. Accordingly, we cannot guarantee the absolute security of information transmitted to or stored by us.
You are responsible for using reasonable care when transmitting sensitive information electronically and for protecting any usernames, passwords, or account credentials associated with services you use.
7) YOUR PRIVACY AND COMMUNICATION CHOICES
Depending on the circumstances and applicable law, you may have choices concerning your information and communications.
These choices may include:
- Email Marketing: You may unsubscribe from marketing emails by using the unsubscribe link included in an applicable message.
- SMS Marketing: You may opt out of recurring SMS messages by replying STOP.
- Communication Preferences: You may contact us to update certain communication preferences.
- Access or Correction: You may contact us to request access to or correction of certain personal information.
- Deletion Requests: You may request deletion of certain personal information, subject to applicable legal, regulatory, contractual, recordkeeping, and business requirements.
Mortgage companies may be required to retain certain records even after a consumer requests deletion. We may therefore be unable to delete information that we are legally or operationally required to retain.
To submit a privacy-related request, contact us using the information provided in Section 11.
8) CHILDREN’S PRIVACY
Our website and mortgage services are not directed to children under the age of 13.
We do not knowingly collect personal information online from children under 13. If we become aware that personal information from a child under 13 was collected through our website without appropriate authorization, we will take reasonable steps to address the information as required by applicable law.
9) THIRD-PARTY WEBSITES AND SERVICES
Our website may contain links to websites, applications, or services operated by third parties.
True Financial does not control and is not responsible for the privacy, security, content, or practices of third-party websites or services.
When you leave our website or interact directly with a third party, the third party’s privacy policy and terms may apply. We encourage you to review the privacy practices of any third-party service before providing personal information.
10) CHANGES TO THIS PRIVACY POLICY
We may update this Privacy Policy from time to time to reflect changes in our business practices, technology, services, legal requirements, or other circumstances.
When we update this Privacy Policy, we will revise the Effective Date at the top of the page.
We encourage you to review this Privacy Policy periodically for updates.
Changes become effective when posted unless otherwise stated.
11) CONTACT US
If you have questions regarding this Privacy Policy, your personal information, or our privacy practices, you may contact us at:
True Financial Lending Limited Partnership
25200 Telegraph Road, Suite 325
Southfield, MI 48033
Phone: (734) 373-9635
Email: hello@mytruefinancial.com
NMLS ID: 2632571
Website: https://mytruefinancial.com/
For additional terms governing use of our website and SMS communications, please review our Terms & Conditions:
