Last Updated: December 7, 2025
Privacy Policy
Privacy at a Glance (Plain-Language Summary)
This summary is here to explain what we do with your information in simple terms. For full details, please read the full Privacy Policy below.
How We Work with Your Professional
Waterlily is a planning tool designed to be used in partnership with your trusted professionals (wealth advisors, insurance agents, estate planners, etc.). If you were invited to Waterlily by a professional, they will have access to your plan to provide you with guidance.
What We Do NOT Do
We do not sell your personal information. We never sell your data to third parties for their own marketing purposes.
We do not share with insurance carriers without consent. We never share your data with insurance carriers unless you explicitly ask us to (e.g., to submit an application) or you are accessing the platform via a specific carrier benefit.
We do not spam you. We only email you about your account, your plan, or essential updates.
How We Use Your Information
To deliver services: Building your long-term care plan and processing computations.
To improve Waterlily: We use de-identified data to retrain our AI models and identify areas where users struggle so we can improve the design.
To advertise Waterlily: We may use platforms like Google or Meta to show Waterlily ads. We do not give your data to those platforms for them to resell to others.
Security
Bank-Grade Security: We are SOC 2 Type I compliant, and our SOC 2 Type II report is currently in its observation period. We use the same encryption standards as major financial institutions and hospitals.
Privacy Policy
This Privacy Policy describes how Waterlily Caregiving Inc. (“Waterlily,” “we,” or “us”) collects, uses, discloses, and otherwise processes information about you.
Scope of Services
This Privacy Policy applies to information we collect when you access or use our website (the “Website”) or our eldercare planning services (the “Services”).
Waterlily is a professional-grade planning tool intended to be used by financial and medical professionals ("Professionals") to assist their clients ("End Users"), as well as by individuals planning for their own care. We acknowledge that the data processed involves sensitive personal, family, and household information, and we treat all data—whether you are a Professional or an End User—with the highest standards of privacy and security.
We may change this Privacy Policy from time to time. If we make changes, we will notify you by revising the date at the top of this policy. If we make material changes, we will provide you with additional notice. We encourage you to review this Privacy Policy regularly.
CONTENTS
COLLECTION OF INFORMATION
Information You Provide to Us
We collect information directly from you (or from your Professional acting on your behalf) when you create an account, request customer support, or otherwise communicate with us. The categories of information we collect include:
Identification and Contact Information: Name, business name (if applicable), email address, phone number, and family/health details necessary for planning.
Financial Information: Payment information collected through our third-party processors.
Communication Information: Information included in your communications with us.
Information We Collect Automatically
Transaction Information: History of transactions and subscription details.
Internet Activity Information: Device data, IP address, browser type, pages viewed, and interaction with our emails.
Support Information: Records of chats or calls with our support team.
Cookies and Tracking: We use technologies like cookies and pixels to improve our Website and understand user behavior.
Derived Information
We may derive information or draw inferences about you based on the information we collect (e.g., inferring location from IP address).
STORAGE OF INFORMATION
Information is retained for the length of time needed to fulfill the purposes outlined in this privacy policy unless a longer retention period is required by law. You may request for your data to be deleted by contacting our team at hello@joinwaterlily.com
Security & Compliance
Information is stored following our comprehensive Information Security Program, which is designed to align with industry-leading standards, including HIPAA and SOC 2.
SOC 2 Status: We are SOC 2 Type I compliant and have completed our audit. Our SOC 2 Type II report is currently in its observation period.
You can read more details about our security status at our Trust Center.
USE OF INFORMATION
We use the categories of information we collect for the following purposes:
How We Do NOT Use Your Information
No Data Sales: We do not sell your personal information to third parties for their independent marketing purposes.
No Unauthorized Sharing: We do not share your information with insurance carriers or advisors unless you have clearly consented or directed us to do so.
Primary Uses
Service Delivery: To provide, maintain, and authenticate your access to the Website and Services.
Communication: To send you updates, newsletters, and transactional messages.
Marketing and Advertising: To send you direct marketing messages about Waterlily (which you can opt out of) and to show you Waterlily advertisements on third-party platforms.
AI & Service Improvement: We use information to train, retrain, and improve our machine-learning and AI models, and to analyze our Services, improve our Services and design a better user experience. Where possible, we do this using de-identified or aggregated data.
Protection and Compliance: To detect fraud, investigate security incidents, and comply with legal obligations.
HIPAA
To the extent we create, receive, maintain or transmit protected health information on behalf of a covered entity as a “business associate” as such term is defined under HIPAA, we will only use and disclose your “protected health information” as permitted under HIPAA.
TARGETED ADVERTISING AND ANALYTICS
We engage others to provide analytics services and serve advertisements. These entities may use cookies to collect information about your use of our Website. This information is used to deliver advertising targeted to your interests on behalf of Waterlily and to analyze data. We do not allow these vendors to use your data to market their own products to you.
DISCLOSURE OF INFORMATION
We disclose information as follows:
Your Professional Team: If you were invited to Waterlily by a Professional (e.g., financial advisor, agent), or if you link your account to a Professional, that Professional will have access to your data to provide you with advice.
Vendors: We disclose information to vendors (e.g., web hosting, support tools like Intercom/LogRocket) who need access to provide services to us. They are contractually prohibited from using your data for their own purposes.
Insurance Carriers & Advisors: We operate under a strict policy of explicit consent regarding insurance carriers. We share data only in these two scenarios:
Enterprise Partnerships: If your access is provided by an insurance carrier as a benefit, we may share usage data with that carrier. You will be asked to consent to this immediately upon sign-up.
Applications: If you or your Professional request to submit an insurance application, we will share the necessary application data with that carrier. This requires a separate, explicit consent at the time of submission.
Legal Authorities: If required by law or to protect the rights and safety of Waterlily and our users.
Corporate Transactions: In connection with a merger or sale of assets.
Consent: We may disclose information when we have your specific consent to do so.
TRANSFER OF INFORMATION
Waterlily is headquartered in the United States. We and our service providers may transfer your information to, or store it in, jurisdictions that may not provide levels of data protection equivalent to your home jurisdiction.
CHILDREN’S PRIVACY
Waterlily does not knowingly collect or solicit any information from anyone under the age of 13 on these Services. In the event that we learn that we have inadvertently collected personal information from a child under age 13, we will delete that information as quickly as possible. If you believe that we might have any information from a child under 13, please contact us at hello@joinwaterlily.com
CONTACT US
If you have any questions about this Privacy Policy, please contact us at hello@joinwaterlily.com
