California Privacy Policy
Effective date: April 1, 2026
1. Scope
This notice supplements our Privacy Policy and applies to California residents whose personal information LF Media Inc collects through https://mortgagebenefitmatch.com, under the California Consumer Privacy Act as amended by the California Privacy Rights Act.
LF Media Inc is a marketing company and is not a financial institution. Because we are not subject to the Gramm-Leach-Bliley Act as a financial institution, the GLBA exemption from the CCPA does not apply to the information we collect through this Site.
2. Categories of personal information collected
| Category (Civ. Code § 1798.140) | Examples we collect | Sold or shared? |
|---|---|---|
| A. Identifiers | Name, street address, zip code, email address, telephone number, IP address | Yes — transmitted to our network partner |
| B. Customer records (Civ. Code § 1798.80) | Name, address, telephone number | Yes — transmitted to our network partner |
| D. Commercial information | Products inquired about; property value and loan amount ranges selected | Yes — transmitted to our network partner |
| F. Internet or network activity | Pages viewed, referring URL, campaign parameters in the page URL | No |
| G. Geolocation data | Approximate location derived from IP address and zip code | Yes — zip code is transmitted with your inquiry |
| K. Inferences | Estimated equity derived from the ranges you selected | Yes — transmitted to our network partner |
Sensitive personal information. We do not collect sensitive personal information as defined by the CCPA. We do not collect Social Security numbers, government identification numbers, financial account numbers, precise geolocation, or account credentials through this Site.
3. Sources of personal information
- Directly from you, through the form on this Site.
- Automatically from your device and browser, including web server logs.
- From advertising networks and lead sources, where you submitted your information to them.
4. Purposes for collection
- Transmitting your inquiry to the lending network so its participants can present you with options.
- Contacting you by phone, text, and email about the inquiry you submitted.
- Detecting and preventing fraudulent or duplicate submissions.
- Measuring the performance of our marketing.
- Legal compliance and consent recordkeeping.
5. Disclosure, sale, and sharing
In the preceding 12 months, we disclosed the categories marked above to the lending network and partners identified on our Marketing Partner List, and to service providers that process data on our behalf.
We do not sell personal information for monetary consideration in the ordinary sense, but because we are compensated for transmitting inquiries to our network partner, that transfer is treated as a “sale” under the CCPA. We do not disclose personal information for cross-context behavioral advertising. We do not knowingly sell or share the personal information of consumers under 16 years of age.
6. Retention
We retain each category for as long as necessary for the purpose it was collected and to meet legal obligations — generally five years for consent and marketing records.
7. Your California rights
- Right to know — the categories and specific pieces of personal information we collected, the sources, the purposes, and the categories of recipients.
- Right to delete — subject to exceptions, including our consent recordkeeping obligations.
- Right to correct — inaccurate personal information we maintain about you.
- Right to opt out of sale or sharing — you may direct us not to transmit your information to our network partner.
- Right to limit use of sensitive personal information — not applicable, as we collect none.
- Right to non-discrimination — we will not deny goods or services, charge different prices, or provide a different level of quality because you exercised a right.
- Right to appeal — if we deny your request, you may appeal by replying to our decision.
8. How to exercise your rights
- Email admin@lightfootglobal.com with “California Privacy Request” in the subject line.
- Write to LF Media Inc, Attn: Privacy, 9921 Carmel Mountain Rd #425, San Diego, CA 92129.
We will confirm receipt within 10 business days and respond within 45 calendar days, extendable by another 45 days with notice. We verify your identity by matching at least two data points you provide against our records. An authorized agent may submit a request on your behalf with written permission signed by you; we may still ask you to verify your own identity directly.
9. Opt out of sale and sharing
To opt out, email admin@lightfootglobal.com with “Do Not Sell or Share My Personal Information” in the subject line. Because the transfer to our network partner happens at the moment you submit the form, the most effective way to prevent it is not to submit the form. We also treat a Global Privacy Control signal sent by your browser as a valid opt-out request for that browser and device.
An opt-out sent to us does not withdraw information already transmitted to a partner. To reach those companies, use the privacy policy links on our Marketing Partner List.
10. Shine the Light
California Civil Code § 1798.83 permits residents to request information about disclosures of personal information to third parties for their direct marketing purposes. Send requests to admin@lightfootglobal.com.
11. Notice of financial incentive
We do not offer financial incentives, discounts, or payments of any kind in exchange for your personal information.
12. Contact
LF Media Inc
Attn: Privacy
9921 Carmel Mountain Rd #425
San Diego, CA 92129
admin@lightfootglobal.com