Privacy Policy

1. Introduction

ETF BFF ("we," "our," or "us") operates etfbff.com (the "Site"), a free educational platform for people learning about ETF investing. This Privacy Policy explains what information we collect, how we use it, and your rights regarding that information.

By using the Site, you agree to the practices described here. If you do not agree, please discontinue use of the Site.

2. Information We Collect

2.1 Information You Provide

The only personal information we actively request is your email address, collected when you subscribe to the ETF BFF newsletter. We do not require account creation, and you are not asked for your name, phone number, financial details, or any other personal information to access the Site's free guides and tools.

If you contact us directly by email, we retain that correspondence and the email address you wrote from.

2.2 Information Collected Automatically

Like most websites, our Site automatically collects certain technical data when you visit:

• Usage data: Pages visited, time on page, links clicked, and referring website
• Device data: IP address, browser type and version, operating system, and device type
• Analytics data: Aggregated behavioral data collected via Google Analytics

This data is used in aggregate to understand how the Site is being used and to improve it. It is not linked to your email address or used to identify you individually.

2.3 What We Do Not Collect

We do not collect financial account information, Social Security numbers, government IDs, precise geolocation data, or any investment account details. The tools on this Site (fee calculator, portfolio analyzer, ETF comparison) process inputs locally in your browser and do not transmit or store that data on our servers.

3. How We Use Your Information

We use your email address solely to send the ETF BFF newsletter and, occasionally, to notify you of significant new guides or tools. We use aggregated analytics data to improve the quality and usability of the Site. We use correspondence data to respond to your messages. We do not use your information for advertising, profiling, or any purpose beyond operating and improving the Site.

4. How We Share Your Information

We do not sell, rent, or trade your personal information — ever. We share data only with the limited service providers required to operate the Site:

4.1 Service Providers

• Beehiiv — our email newsletter platform, used to send and manage subscriber communications. Beehiiv's privacy policy governs how they handle subscriber data on our behalf.
• Google Analytics — used to analyze aggregate Site usage. Data is anonymized and governed by Google's privacy policy at policies.google.com/privacy.
• Hostinger — our web hosting provider. Hostinger may collect server logs as part of normal infrastructure operation.

These providers are engaged solely to operate the Site and are not permitted to use your data for their own marketing purposes.

4.2 Legal Requirements

We may disclose your information if required to comply with a valid legal process (such as a subpoena or court order), to protect the safety of our users, or to enforce these policies. We will notify you of any such disclosure where legally permitted to do so.

4.3 Business Transfers

If ETF BFF is acquired, merged, or has its assets transferred, subscriber data may be included in that transfer. We will notify subscribers by email before any such transfer takes effect and before data becomes subject to a materially different privacy policy.

4.4 Aggregate Data

We may share anonymized, aggregate statistics about Site usage (e.g., number of monthly visitors, most-read guides) that cannot be used to identify any individual.

5. Your Rights and Choices

5.1 Unsubscribe

Every newsletter email includes an unsubscribe link. You can also email us at etfbff@gmail.com to request removal from our mailing list. Unsubscribing removes you from all marketing communications; it does not affect your ability to use the Site.

5.2 Access, Correction, and Deletion

You may request a copy of the personal data we hold about you, ask us to correct inaccurate information, or ask us to delete your data entirely. To make any of these requests, email etfbff@gmail.com with the subject line "Privacy Request." We will respond within 30 days.

5.3 Cookie and Tracking Controls

You can disable or manage cookies through your browser settings. Disabling analytics cookies will not affect your ability to read guides or use the tools on the Site. You can also opt out of Google Analytics tracking at tools.google.com/dlpage/gaoptout.

6. Data Security

We take reasonable measures to protect your information, including SSL/TLS encryption for data in transit, secure hosting infrastructure through Hostinger, and limiting access to subscriber data to authorized personnel only. That said, no system is perfectly secure, and we cannot guarantee absolute security of information transmitted over the internet.

7. Data Retention

We retain your email address for as long as you remain a subscriber. If you unsubscribe or request deletion, your email is removed from our active list within a reasonable timeframe. Analytics data is retained according to Google Analytics default settings (26 months). Email correspondence is retained until no longer operationally necessary.

8. Cookies

ETF BFF uses a small number of cookies: essential cookies required for the Site to function, and Google Analytics cookies that collect anonymized usage data. We do not use advertising cookies or third-party tracking pixels. You can manage cookie preferences through your browser settings (Chrome: Settings → Privacy and Security → Cookies; Firefox: Settings → Privacy & Security; Safari: Preferences → Privacy; Edge: Settings → Privacy, search, and services).

9. Third-Party Links

The Site links to third-party websites including brokerage platforms, ETF provider sites, and financial data sources. These links are provided for your convenience. ETF BFF has no control over and takes no responsibility for the privacy practices of those sites. We recommend reviewing their privacy policies before providing any personal information.

10. Children's Privacy

The Site is not directed at children under 13. We do not knowingly collect personal information from anyone under 13. If you believe a child has subscribed to our newsletter or otherwise provided us with personal data, please contact us at etfbff@gmail.com and we will delete it promptly.

11. Users Outside the United States

ETF BFF is operated from the United States. If you access the Site from outside the U.S., your information will be transferred to and processed in the United States, where privacy laws may differ from those in your jurisdiction.

11.1 GDPR (European Users)

If you are located in the European Economic Area, you have rights under the GDPR including the right to access, rectify, erase, restrict, or port your personal data, and the right to object to processing. You also have the right to lodge a complaint with your local supervisory authority. To exercise any of these rights, contact us at etfbff@gmail.com. Our lawful basis for processing your email address is your consent, given when you subscribed.

11.2 CCPA (California Residents)

California residents have the right to know what personal information we collect and how it is used, to request deletion of their personal information, and to opt out of the sale of personal information. We do not sell personal information. To exercise your rights, contact us at etfbff@gmail.com.

12. Changes to This Policy

We may update this Privacy Policy as the Site evolves or as legal requirements change. When we do, we will update the "Last Updated" date at the top of this page. If changes are material — particularly anything that expands how we use your data — we will notify active subscribers by email before the change takes effect.