Privacy Policy

Overview & Scope

Home Reverse, a marketing brand of American Retirement Group, Inc., is committed to protecting the privacy of every person who visits our website, submits an inquiry, or engages with our licensed mortgage professionals. This Privacy Policy (“Policy”) describes how we collect, use, share, and protect personal information in connection with your use of the homereverse.com website (the “Site”) and any communications or services you access through it.

Please read this Policy carefully before using the Site. By accessing or using the Site, submitting a contact form, requesting an estimate, or communicating with our team, you acknowledge that you have read, understood, and agree to the practices described in this Policy.

This Policy applies to information collected through the Site and through any related electronic communications, including email, SMS, and telephone contact initiated as a result of your use of the Site. It does not apply to information collected through third-party websites, applications, or services, even if links to those services appear on our Site.

About the Entities Involved

To understand how your information is handled, it is important to understand the relationship between the entities associated with this Site:

Home Reverse is a marketing brand and trade name of American Retirement Group, Inc., a California corporation. American Retirement Group, Inc. operates this Site and its associated marketing activities, including the collection of inquiry and lead information submitted by visitors.

Barrett Financial Group, L.L.C. (NMLS #181106), headquartered at 2701 East Insight Way, Suite 150, Chandler, AZ 85286, is the licensed mortgage broker and lender through which all mortgage loan originations facilitated by the Home Reverse brand are processed. When a visitor submits a formal loan application or proceeds through the loan origination process, their information is handled subject to Barrett Financial Group’s privacy practices and applicable federal mortgage lending regulations, including the Gramm-Leach-Bliley Act (GLBA).

Information submitted through this Site may be shared with Barrett Financial Group, L.L.C. and its licensed loan professionals for the purpose of responding to your inquiry and, if applicable, processing a mortgage loan application. See Section 06 for details on how we share information.

Information We Collect

We collect two categories of information: Personal Information and Non-Personal Information.

Personal Information

Personal Information is information that identifies you or could reasonably be used to identify you. We may collect the following categories of Personal Information through this Site:

• Contact Information: Your name, email address, phone number, and mailing address
• Property Information: The address or ZIP code of your home, your estimated home value, and your estimated remaining mortgage balance
• Financial Information: General financial data you provide voluntarily through our estimate tool or contact forms, such as estimated home equity and mortgage balance (note: we do not collect full Social Security numbers, bank account numbers, or credit card numbers through this Site)
• Demographic Information: Your age or date of birth, which is relevant to reverse mortgage eligibility
• Communication Preferences: Your preferred method and time of contact
• Inquiry Details: Any information you voluntarily include in the message or comments field of our contact forms
• Professional Information: For mortgage professionals who submit a partner inquiry — company name, job title, NMLS ID, and licensed states

Non-Personal Information

Non-Personal Information is data that does not identify you individually. We collect this information automatically when you visit the Site and it may include:

• IP address and general geographic location (city/state level)
• Browser type, version, and language settings
• Device type and operating system
• Pages visited, time spent on pages, and navigation paths
• Referring website or search terms that brought you to the Site
• Session duration and frequency of visits
• Advertising identifiers such as Google Click Identifiers (GCLID) and UTM campaign parameters

Sensitive Information

We do not collect sensitive personal information such as full Social Security numbers, driver’s license numbers, passport numbers, bank account or credit card details, full credit reports, medical records, or biometric data through this Site. Such information is collected only through secure formal loan application channels managed by Barrett Financial Group, L.L.C., and is governed by separate federal and state privacy regulations applicable to mortgage lending.

How We Collect Information

We collect information about you through the following means:

Directly From You

When you interact with this Site by submitting a contact form, requesting a free estimate, scheduling a call, signing up for our newsletter, or communicating with our team by phone or email, you voluntarily provide us with Personal Information. We collect only what is reasonably necessary to respond to your inquiry and provide the service or information you requested.

Automatically Through the Site

When you visit the Site, we automatically collect Non-Personal Information through standard web technologies including cookies, web beacons, pixel tags, and server log files. This data helps us understand how visitors use the Site, measure the performance of our marketing campaigns, and improve the overall user experience. Please see Section 08 for details on cookies and tracking technologies.

From Third-Party Sources

We may receive information about you from third-party sources in limited circumstances, including:

• Analytics and advertising platforms such as Google Analytics and Google Ads, which provide aggregated data about how visitors find and interact with our Site
• Social media platforms such as Meta (Facebook and Instagram), through advertising pixels and audience tools, where permitted by their terms and applicable law
• Mortgage industry data providers or lead generation platforms, where applicable and subject to those platforms’ privacy practices

We take steps to ensure that any third-party sources from which we receive information have obtained it lawfully and with appropriate consent or legal basis.

From Loan Application Processes

If you proceed to a formal loan application through Barrett Financial Group, L.L.C., additional information — including credit reports, employment verification, income documentation, and property appraisal data — will be collected directly by Barrett Financial Group in accordance with federal mortgage lending regulations, including the Gramm-Leach-Bliley Act (GLBA) and applicable state laws. That process is governed by Barrett Financial Group’s separate privacy disclosures provided at the time of application.

How We Use Your Information

We use the information we collect for the following purposes:

To Respond to Your Inquiry

The primary purpose for collecting your contact and property information is to respond to your inquiry, provide you with a free estimate, and connect you with a licensed mortgage advisor who can assist you. We use the information you provide to prepare for and conduct that conversation as effectively as possible.

To Originate and Process Mortgage Loans

If you choose to proceed with a mortgage application, your information will be used by licensed loan professionals at Barrett Financial Group, L.L.C. to process your application, verify your eligibility, conduct required assessments, and originate your loan in accordance with applicable federal and state regulations.

To Communicate With You

We use your contact information to send you responses to your inquiries, appointment confirmations, follow-up communications from your assigned advisor, and — where you have consented — marketing communications such as educational content, product updates, and newsletters. You may opt out of marketing communications at any time. See Section 11 for details.

To Improve the Site and Our Services

We use Non-Personal Information and aggregated analytics data to understand how visitors use the Site, identify areas for improvement, test new features, and ensure the Site performs reliably across devices and browsers.

To Measure Marketing Performance

We use advertising identifiers, pixel data, and campaign tracking parameters to measure the effectiveness of our digital marketing campaigns across platforms including Google and Meta. This helps us allocate marketing resources responsibly and reach homeowners who may benefit from learning about reverse mortgages.

To Comply With Legal Obligations

We may use your information as necessary to comply with applicable federal and state laws, respond to lawful government requests, enforce our Terms of Use, protect the rights and safety of our users and our company, and prevent fraud or other prohibited activity.

To Facilitate Loan Servicing

After a loan has been originated through Barrett Financial Group, L.L.C., your information may be used by the applicable loan servicer for ongoing loan administration, including statements, tax and insurance management, escrow analysis, and payoff processing, in accordance with applicable mortgage servicing regulations.

How We Share Your Information

We do not sell your personal information to third parties. We share your information only in the limited circumstances described below.

With Barrett Financial Group, L.L.C.

Information you submit through this Site — including your name, contact details, property information, and inquiry details — is shared with Barrett Financial Group, L.L.C. and its licensed loan professionals for the purpose of responding to your inquiry and, where applicable, processing a mortgage loan application. This sharing is fundamental to the service we provide and is the primary reason you are submitting your information through this Site.

With Licensed Loan Professionals

Your information may be assigned to or shared with a specific licensed loan officer associated with the Home Reverse brand and Barrett Financial Group, L.L.C., who will be your primary point of contact for your consultation and any subsequent loan process.

With Service Providers

We engage third-party service providers to assist with operating our Site and business, including website hosting and edge/server-side processing infrastructure (such as Cloudflare), CRM and lead management platforms, email and SMS delivery services, appointment scheduling tools, and analytics, session-analytics, and advertising-measurement platforms (such as Google, Microsoft, and Meta). These providers access your information only as necessary to perform their contracted services and are prohibited from using it for any other purpose, except where an analytics or advertising platform uses data in accordance with its own privacy terms as described in Section 08.

With Advertising and Analytics Platforms

We share certain data with advertising and analytics platforms — primarily Google (Google Analytics and Google Ads), Meta (Facebook and Instagram), and Microsoft (Clarity) — to measure and optimize our marketing and to understand how visitors use the Site. This sharing occurs in two ways:

• Browser-based (cookies and pixels): cookie and advertising identifiers and on-site activity are shared through cookies and pixel tags, such as the Meta Pixel and Google tags, as described in Section 08.
• Server-side (conversion APIs): to improve measurement accuracy, we also transmit certain conversion events to Google (via the Google Analytics Measurement Protocol) and to Meta (via the Meta Conversions API) directly from our servers. As part of this server-side matching, we may share cryptographically hashed (pseudonymized) contact identifiers — such as a hashed form of your email address, phone number, name, and ZIP code — together with technical data such as your IP address and browser user-agent. Hashing is a one-way transformation intended so the underlying values are not readable by the receiving platform in plain form, and these identifiers are used only to match and measure advertising activity.

We also send coarse, range-based (banded) attributes derived from your estimate — such as a home-value range, a remaining-mortgage-balance range, and an age range — to Google Analytics as custom dimensions, so we can analyze Site usage and campaign performance by audience segment. These are grouped ranges, not your exact figures.

We do not share your exact financial figures, full loan application data, or the sensitive information described in Section 07 with advertising or analytics platforms. Because sharing data with these platforms for cross-context behavioral advertising may constitute a “sale” or “sharing” under certain state privacy laws, you may opt out at any time — see Section 08 (consent banner and Global Privacy Control) and Section 12.

For Legal and Compliance Purposes

We may disclose your information to government agencies, regulators, courts, or law enforcement when required by law, regulation, or legal process, including in response to lawful subpoenas, court orders, or regulatory inquiries. We may also disclose information when we believe in good faith that disclosure is necessary to protect the rights, property, or safety of Home Reverse, our users, or the public.

In Connection With a Business Transfer

If American Retirement Group, Inc. or any affiliated entity is involved in a merger, acquisition, reorganization, or sale of all or a portion of its assets, your information may be transferred as part of that transaction. We will notify you of any such transfer and any resulting changes to this Privacy Policy.

With Your Consent

We may share your information with any third party when you have given us explicit consent to do so.

Mortgage-Specific Privacy Disclosures

Because Home Reverse facilitates mortgage loan originations through Barrett Financial Group, L.L.C., your information may be subject to additional privacy protections under federal mortgage lending law. The following disclosures are required or strongly advised for mortgage-related consumer interactions.

Gramm-Leach-Bliley Act (GLBA)

The Gramm-Leach-Bliley Act requires financial institutions — including mortgage brokers and lenders — to explain their information-sharing practices to their customers and to safeguard sensitive consumer data. Barrett Financial Group, L.L.C., as the licensed lending institution, provides GLBA-compliant privacy notices to all loan applicants at the time of formal application. This Site’s Privacy Policy is not a substitute for those federally required disclosures.

Nonpublic Personal Information (NPI)

In the context of mortgage lending, “nonpublic personal information” (NPI) includes information such as your Social Security number, income and employment details, credit history, account balances, and loan application data. NPI is collected and handled only through the formal loan origination process managed by Barrett Financial Group, L.L.C. and is subject to strict federal confidentiality requirements. We do not collect NPI through this Site’s web forms or estimate tools.

Credit Reporting

This Site does not initiate any credit inquiry or access to your credit report. A soft or hard credit inquiry will only be conducted by Barrett Financial Group, L.L.C. with your explicit written consent as part of a formal loan application process. Submitting a contact form or estimate request on this Site does not trigger any credit inquiry and will not affect your credit score.

HUD Counseling Privacy

As part of the HECM (Home Equity Conversion Mortgage) process, federal law requires you to complete a counseling session with an independent HUD-approved housing counselor before a loan can be processed. That counseling session is conducted by an independent third party, and any information you share with your HUD counselor is subject to that counselor’s own privacy practices, not this Policy.

Cookies & Tracking Technologies

We use cookies and similar tracking technologies to operate this Site effectively, understand how visitors interact with our content, and measure the performance of our marketing campaigns.

What Are Cookies

Cookies are small text files placed on your device when you visit a website. They help the website remember your preferences, analyze traffic patterns, and enable certain features. We use both session cookies (which expire when you close your browser) and persistent cookies (which remain on your device for a set period or until you delete them).

Types of Cookies We Use

• Essential Cookies: Required for the Site to function properly. These cannot be disabled without affecting Site functionality, including the ability to submit forms.
• Analytics Cookies: Used to collect information about how visitors use the Site, including pages viewed, time spent, and navigation paths. We use Google Analytics for this purpose. Data collected is aggregated and anonymized.
• Advertising & Remarketing Cookies: Used to measure the effectiveness of our advertising campaigns and to deliver relevant advertisements to visitors who have previously visited the Site. We use tools including Google Ads and Meta Pixel for this purpose.
• Functional Cookies: Used to remember your preferences and enhance your experience on the Site, such as pre-filling form fields based on previous visits.
• Consent Cookies: Used to remember your cookie and advertising consent choices so we can apply them on future visits. Set by our consent banner.

Specific Cookies and Identifiers

The principal cookies and identifiers used on this Site include:

• _ga, _ga_<id> (Google Analytics): distinguish visitors and sessions to measure Site usage. Persistent; typically up to 24 months.
• _fbp, _fbc (Meta): support advertising measurement and remarketing through the Meta Pixel. Persistent; typically up to 90 days.
• Microsoft Clarity identifiers: support session-analytics and heatmap measurement (see “Session Replay and Heatmap Analytics” below).
• hr_consent (Home Reverse): remembers your cookie and advertising consent choices. Set by our consent banner.

Advertising Identifiers

We collect and store advertising identifiers including Google Click Identifiers (GCLID) and UTM campaign parameters to understand how visitors arrive at our Site and to measure the effectiveness of our advertising. These identifiers are used solely for analytics and marketing measurement purposes and are not shared with unauthorized third parties.

Session Replay and Heatmap Analytics

We use Microsoft Clarity, a third-party analytics service, to understand how visitors interact with the Site through aggregated metrics, heatmaps, and session replay (a reconstruction of on-page interactions such as clicks, scrolling, and mouse movement). This helps us identify usability issues and improve the Site. We configure Clarity to mask page content by default, so text you enter into form fields is not captured in these recordings. Microsoft may use the data it collects in accordance with its own privacy practices; see the Microsoft Privacy Statement.

Bot Detection and Spam Prevention (Cloudflare Turnstile)

To protect our forms from spam, fraud, and automated abuse, we use Cloudflare Turnstile, a bot-detection service provided by Cloudflare, Inc. Turnstile works invisibly in the background when you interact with a form and does not ask you to solve a puzzle or check a box. To distinguish human visitors from automated bots, Turnstile may collect information about your device and browser and may place a cookie or read limited data already stored on your device. This information is processed by Cloudflare solely to perform the verification; it is not used by us to advertise to you or to identify you personally. Your use of Turnstile is subject to Cloudflare’s privacy practices — see the Cloudflare Privacy Policy and the Cloudflare Turnstile Privacy Addendum.

Managing Your Cookie Preferences

When you first visit the Site, our consent banner lets you accept or decline non-essential analytics and advertising technologies, and you can change your choice at any time using the cookie/privacy preferences link in the Site footer. Your selection is remembered by the hr_consent cookie and applied to the analytics and advertising technologies described above.

You can also control and manage cookies through your browser settings. Most browsers allow you to refuse new cookies, delete existing cookies, or receive a warning before a cookie is placed. Please note that disabling certain cookies may affect the functionality of this Site, including the ability to submit forms.

You may also opt out of interest-based advertising through the following tools:

• Google Ads Settings: adssettings.google.com
• Digital Advertising Alliance Opt-Out: aboutads.info/choices
• Network Advertising Initiative Opt-Out: optout.networkadvertising.org

Do Not Track

Some browsers include a “Do Not Track” (DNT) feature that signals to websites that you do not want your online activities tracked. Because there is currently no universally accepted standard for how websites should respond to DNT signals, our Site does not currently alter its data collection and use practices in response to DNT signals. We will continue to monitor developments in this area and update our practices accordingly.

Global Privacy Control (GPC)

Unlike Do Not Track, the Global Privacy Control (GPC) is a recognized opt-out preference signal that certain browsers and browser extensions can send on your behalf. Our Site detects and honors GPC signals. When we receive a GPC signal from your browser, we treat it as a valid request to opt out of the “sale” or “sharing” of your personal information for cross-context behavioral advertising, and we disable the applicable advertising technologies for that browser session. You can learn more about or enable GPC at globalprivacycontrol.org.

Data Retention

We retain your personal information only for as long as reasonably necessary to fulfill the purposes for which it was collected, including to respond to your inquiry, support any ongoing loan process, comply with our legal and regulatory obligations, resolve disputes, and enforce our agreements.

The specific retention period for your information depends on the nature of the information and the context in which it was collected:

• Inquiry and estimate data submitted through website forms is retained for the duration of the active inquiry and for a reasonable period thereafter in case you choose to re-engage or for audit and compliance purposes.
• Loan application data processed through Barrett Financial Group, L.L.C. is retained in accordance with federal and state mortgage recordkeeping requirements, which generally require retention for a minimum of three years from the date of the application and up to seven years for closed loans.
• Marketing and analytics data is retained for the period necessary to measure campaign performance, typically no longer than 24 months in identifiable form. Aggregated, event-level analytics data may be exported to and retained in a secure cloud data warehouse for reporting and analysis.
• Email and SMS communications are retained for the period necessary to document consent, manage opt-out requests, and comply with applicable telecommunications law.

When personal information is no longer required, we take reasonable steps to securely delete or anonymize it in accordance with applicable law.

Data Security

We take the security of your personal information seriously and implement reasonable technical, administrative, and physical safeguards designed to protect the information we collect against unauthorized access, disclosure, alteration, or destruction.

Security measures we employ include:

• SSL/TLS encryption for all data transmitted through the Site
• Access controls limiting who within our organization can access personal information
• Use of reputable, security-compliant third-party service providers for CRM, email, and data storage
• Regular review of our data collection, storage, and processing practices

However, no method of transmission over the internet or method of electronic storage is 100% secure. While we strive to use commercially reasonable means to protect your personal information, we cannot guarantee absolute security. If you believe your personal information has been compromised, please contact us immediately using the information in Section 17.

Your Rights & Choices

You have certain rights with respect to the personal information we hold about you. The availability of specific rights may depend on your state of residence and applicable law. We will respond to all verifiable requests within the timeframe required by law.

To exercise any of the rights above, please contact us using the information in Section 17. We may need to verify your identity before processing your request. We will respond within 45 days of receiving a verifiable request, or within the timeframe required by applicable law.

California Privacy Rights (CCPA / CPRA)

American Retirement Group, Inc. is a California corporation, and Barrett Financial Group, L.L.C. operates in California. California residents have additional privacy rights under the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA).

Categories of Personal Information Collected

In the preceding 12 months, we have collected the following categories of personal information from California consumers, as defined under the CCPA/CPRA:

• Identifiers (name, email address, phone number, IP address)
• Personal information categories listed in California Civil Code §1798.80 (name, address, telephone number)
• Financial information (estimated home value, estimated mortgage balance — not full financial account data)
• Internet or other electronic network activity information (browsing behavior on the Site, referring URLs)
• Geolocation data (general location based on IP address)
• Inferences drawn from the above to create a profile about your preferences and likelihood of interest in reverse mortgage products

Purposes for Collection

We collect this information for the business purposes described in Section 05 of this Policy, including responding to inquiries, facilitating loan originations, improving the Site, and conducting marketing activities.

Sale or Sharing of Personal Information

We do not sell personal information for monetary consideration. However, we may “share” personal information with advertising platforms such as Google and Meta for cross-context behavioral advertising purposes, which may constitute “sharing” under the CPRA. California residents have the right to opt out of this sharing.

To opt out of the sharing of your personal information for cross-context behavioral advertising, you may: (1) decline advertising technologies in our consent banner, or update your choice using the cookie/privacy preferences link in the Site footer; (2) enable Global Privacy Control (GPC) in your browser, which our Site detects and honors as a valid opt-out signal (see Section 08); (3) use the opt-out tools provided by the relevant advertising platforms listed in Section 08; or (4) contact us at [email protected].

Sensitive Personal Information

We do not collect sensitive personal information as defined under the CPRA through this Site’s web forms. Sensitive financial data is collected only through formal loan application channels managed by Barrett Financial Group, L.L.C. and is governed by applicable federal mortgage lending regulations.

How to Submit a CCPA/CPRA Request

California residents may submit requests to know, access, correct, or delete their personal information, or to opt out of sharing, by contacting us at:

• Email: [email protected]
• Phone: (888) 274-0009

We will respond to verified consumer requests within 45 days. We will not discriminate against any California resident who exercises rights under the CCPA/CPRA.

Children’s Privacy

This Site is intended solely for use by adults. Reverse mortgage products are available only to homeowners aged 62 and older, and this Site is not directed toward, and does not knowingly collect personal information from, children under the age of 13.

If we become aware that we have collected personal information from a child under 13, we will take prompt steps to delete such information from our records. Parents or guardians who believe their child has submitted information through this Site may contact us using the information in Section 17.

Third-Party Links

This Site may contain links to third-party websites including the NMLS Consumer Access portal, HUD-approved counselor directories, government agency websites, Barrett Financial Group’s website, and other external resources. These Linked Sites are not operated or controlled by American Retirement Group, Inc. or Home Reverse, and this Privacy Policy does not apply to those sites.

We encourage you to review the privacy policies of any third-party websites you visit. The inclusion of a link to a third-party site does not constitute an endorsement of that site’s privacy practices or content.

SMS & Telephone Communications

When you provide your phone number through this Site and consent to be contacted, you may receive phone calls, SMS text messages, and voicemails from Home Reverse advisors and representatives of Barrett Financial Group, L.L.C.

SMS Opt-In

By providing your phone number and submitting a form on this Site, you expressly consent to receive SMS text messages from Home Reverse and/or its affiliated entities. Message and data rates may apply. Message frequency varies based on your inquiry and the stage of any loan process.

How to Opt Out of SMS

You may opt out of SMS communications at any time by replying STOP to any text message you receive from us. After opting out, you will receive a single confirmation message and no further SMS communications will be sent. To re-subscribe, reply START to any previous message or contact us directly.

SMS Help

Reply HELP to any text message for assistance, or contact us at (888) 274-0009 or [email protected].

Consent Not Required

Your consent to receive SMS or automated phone calls is not required as a condition of receiving any product or service from Home Reverse or Barrett Financial Group, L.L.C. You may contact us by calling (888) 274-0009 directly without providing SMS consent.

Do Not Call Registry

By submitting a form on this Site, you acknowledge that your submission may constitute express written consent under the Telephone Consumer Protection Act (TCPA) to receive automated or prerecorded telephone calls and text messages even if your number appears on a federal, state, or internal Do Not Call registry. This consent may be revoked at any time by contacting us directly.

Changes to This Policy

We reserve the right to update or modify this Privacy Policy at any time to reflect changes in our practices, applicable law, or the services we offer. When we make material changes to this Policy, we will update the “Last Updated” date at the top of this page.

We encourage you to review this Policy periodically to stay informed about how we collect, use, and protect your information. Your continued use of this Site following the posting of any revised Policy constitutes your acceptance of the updated terms. If you do not agree with any changes to this Policy, please discontinue use of the Site and contact us to request deletion of any previously submitted information.

Contact Us

If you have questions, concerns, or requests related to this Privacy Policy or the handling of your personal information, please contact us using any of the following: