Privacy Policy

This Privacy Policy applies to Simple Money, Inc. and its wholly owned subsidiary, SIMPLE MONEY ADVISORS LLC (together, “Simple Money,” “we,” “us,” or “our”), located at 131 Continental Dr, Suite 305, Newark, DE 19713 US. It explains how we collect, use, store, and share your information when you use the Simple Money application and website or interact with us regarding our services (collectively, the “Service”).

Simple Money, Inc. owns and operates the software platform. SIMPLE MONEY ADVISORS LLC provides investment advisory services and is an investment adviser registered with the State of California and regulated by the California Department of Financial Protection and Innovation. It is not registered with the U.S. Securities and Exchange Commission. Depending on your interaction with us, one or both entities may collect and process your information for the purposes described below.

By using the Service, you agree to the practices described in this policy.

1. Information We Collect

We collect the following categories of information:

Account Information: When you create a Simple Money account, we collect your name, email address, and authentication credentials managed through our authentication provider, Supabase Auth.

Financial Data: When you connect a financial account through Plaid, we access the following information with your explicit consent: account name, type, and balances; transaction history including date, amount, merchant, and category. We request read-only access. We cannot initiate transactions, transfers, or payments on your linked accounts.

Profile and Advisory Information: We may collect information you provide to us or your adviser, including contact details, household and family information, income, expenses, assets, liabilities, investment holdings and objectives, risk tolerance, tax-related information, planning assumptions, communications, meeting records, and documents you choose to upload.

Usage Data: We collect standard usage information such as device type, browser, IP address, and interactions with the Service to improve functionality and performance.

Public Website Visitor Identification: On our public website pages, we use RB2B, a service provided by Retention.com, to help us identify prospective clients and business contacts. RB2B uses first-party cookies and similar technologies and may collect or process identifiers, IP address and approximate location, browser and device information, the pages you visit, referring URL, and visit timestamps. RB2B may associate this activity with profile and contact information obtained from its data sources, such as your name, employer, job title, LinkedIn profile, business or personal email address, and company information.

We use this information to understand interest in our services, identify potential clients, and communicate with prospective business contacts. RB2B cookies may recognize returning visitors across sessions and may remain on your device for up to one year. You may opt out of RB2B identification at https://app.retention.com/optout.

2. How We Collect Financial Data

We use Plaid Inc. (“Plaid”) to connect to your financial institutions. When you link an account, you authenticate directly with your financial institution through Plaid’s secure interface. Plaid transmits your financial data to us in accordance with Plaid’s own privacy policy, available at https://plaid.com/legal/#end-user-privacy-policy.

We do not see, access, or store your bank login credentials at any point.

3. How We Use Your Information

We use the information we collect to:

• Provide, operate, secure, and improve the Simple Money Service
• Display your financial accounts, balances, and transactions within the application
• Generate personalized financial insights, analyses, and draft recommendations
• Support investment advisory services when you have engaged SIMPLE MONEY ADVISORS LLC
• Communicate with you about your account and the Service
• Identify and communicate with prospective clients who visit our public website pages
• Detect fraud, protect the Service, and comply with legal and regulatory obligations

4. How We Share Your Information

We do not sell your personal information or financial data to third parties for monetary payment.

Simple Money, Inc. and SIMPLE MONEY ADVISORS LLC may share information with each other as needed to provide the Service and advisory services, operate and secure our business, support clients, and comply with legal and regulatory obligations. Each entity uses the information in accordance with this Privacy Policy and our GLBA Privacy Notice.

We may share information with or receive information from the following service providers and vendors that support the Service: Plaid (financial data aggregation), Supabase (database hosting and authentication), Vercel (application hosting), PostHog (privacy-focused product analytics), RB2B/Retention.com (public website visitor identification and professional contact enrichment), Upstash (rate limiting and security), and Google Gemini (AI-powered financial insights and recommendations). Our agreements with these providers and vendors govern their handling of information and require appropriate security and privacy measures.

We may also disclose information if required by law, regulation, legal process, or governmental request.

5. Data Retention

We retain information for as long as reasonably necessary to provide the Service, maintain our business and security records, comply with legal and regulatory obligations, resolve disputes, and enforce our agreements. Retention periods vary by the type of information and our relationship with you. If you request account deletion, we will revoke associated Plaid access tokens and delete or deidentify information that we are not required or permitted to retain. Information may remain in secure backups until those backups are overwritten in the ordinary course.

6. Data Security

We implement industry-standard security measures to protect your data, including:

• Encryption of all data in transit using TLS 1.2 or higher
• Encryption of data at rest using AES-256
• Role-based access controls and multi-factor authentication on all internal systems
• Row-level database security to isolate user data

No security system is completely impenetrable. While we strive to protect your data, we cannot guarantee absolute security.

7. Your Rights Under California Law (CCPA)

Subject to applicable exceptions, if you are a California resident, you may have the right to:

• Know what personal information we collect, use, and disclose
• Request deletion of your personal information
• Correct inaccurate personal information and limit the use of sensitive personal information in certain circumstances
• Opt out of the sale or sharing of personal information for cross-context behavioral advertising, where applicable
• Not be discriminated against for exercising your privacy rights

To exercise any of these rights, contact us at the email address listed below.

8. Account Deletion and Data Requests

You may request deletion of your account and associated data by contacting us at vb@thesimplemoney.com. Upon receiving a verified request, we will:

• Revoke your Plaid access tokens
• Delete or deidentify information that we are not legally required or permitted to retain
• Confirm completion of the request or explain any applicable exception

We will verify and respond to requests within the time required by applicable law. Deleting your account does not require us to delete records that we must retain under investment adviser, tax, security, or other laws.

9. Third-Party Links

The Service may contain links to third-party websites or services. We are not responsible for the privacy practices of those third parties. We encourage you to review their privacy policies.

10. Children’s Privacy

The Service is not directed to individuals under the age of 18. We do not knowingly collect personal information from children.

11. Changes to This Policy

We may update this Privacy Policy from time to time. If we make material changes, we will notify you through the Service or by email. The “Last Updated” date at the top reflects the most recent revision.

12. Governing Law

This Privacy Policy is governed by and construed in accordance with the laws of the State of Delaware, without regard to its conflict of laws principles.

13. Contact Us

If you have questions about this Privacy Policy or wish to exercise your data rights, contact us at: