Privacy Policy
Effective Date: September 1, 2026
Agency Name: Apex Formula LLC
Address: 920 N Humphrey Ave, Oak Park, IL 60302
Contact Email: privacy@apexformula.com
1. Introduction
Apex Formula LLC (“Agency,” “we,” “us,” or “our”) respects your privacy and is committed to protecting the personal data of our clients, website visitors, prospects, and end-users. This Privacy Policy explains how we collect, use, disclose, process, and safeguard your personal information when you visit our website, utilize our marketing and software services, or interact with our client applications, including platforms built on or integrated with GoHighLevel.
2. Information We Collect
We collect information that identifies, relates to, describes, or is capable of being associated with you (“Personal Information”). The types of data we collect depend on how you interact with our services.
A. Information You Provide directly to Us
- Contact Information: First and last name, email address, phone number, billing address, and mailing address.
- Account Credentials: Usernames, passwords, and security questions used to access agency portals or sub-accounts.
- Business & Financial Data: Company name, job title, tax identification numbers, and payment details processed through our payment gateway integration (e.g., Stripe).
- Communications: Messages, form submissions, phone call recordings, SMS messages, and emails sent to us.
B. Information Collected Automatically
- Device & Usage Data: IP address, browser type, operating system, referring URLs, pages viewed, time spent on pages, and clickstream data.
- Cookies & Tracking Technologies: We use cookies, web beacons, tracking pixels, and local storage to personalize your experience, run advertising campaigns, and analyze site usage.
C. Data Processed on Behalf of Our Clients
In operating our agency platforms (including CRM systems, lead generation tools, and marketing automations), we process data on behalf of our business clients as a Data Processor/Service Provider. This may include lead contact details, calendar booking requests, customer communications, and campaign performance data.
3. How We Use Your Information
We use the collected information for various business and operational purposes:
| Purpose / Business Activity | Types of Data Involved | Legal / Business Basis |
|---|---|---|
| Service Delivery & Account Setup | Contact, Financial, Credentials | Fulfillment of Contract |
| Automated Marketing & Lead Response (SMS/Email) | Name, Email, Phone Number | Consent / Legitimate Interest |
| Payment Processing & Invoicing | Financial & Billing Data | Fulfillment of Contract / Legal Requirement |
| Analytics, System Security & Troubleshooting | IP Address, Device Data, Usage Logs | Legitimate Interest |
| A2P 10DLC Messaging Compliance & Phone Verification | Business Name, Tax ID, Phone Number | Regulatory & Legal Compliance |
4. How We Share & Disclose Information
We do not sell your personal information. We share personal data only in the following limited circumstances:
- Service Providers & Sub-processors: We share data with trusted third-party providers who perform services on our behalf, including hosting providers, payment processors (e.g., Stripe), CRM and automation platforms (e.g., GoHighLevel), SMS/telecom carriers (e.g., Twilio/LC Phone), and analytics tools (e.g., Google Analytics).
- Telecom Carriers (A2P 10DLC Compliance): Mobile phone numbers collected for SMS notifications are shared with telecommunication providers solely to fulfill message delivery and regulatory compliance. Note: Text messaging originator opt-in data and consent will not be shared with any third parties for marketing purposes.
- Legal & Regulatory Compliance: We may disclose information if required by law, court order, subpoena, or government regulation, or to protect the rights, property, and safety of Apex Formula LLC or others.
- Business Transfers: In the event of a merger, acquisition, restructuring, or sale of company assets, client and user data may be transferred as part of the transaction.
5. SMS & Mobile Communications Disclosures
If you consent to receive SMS communications from Apex Formula LLC or through our client management systems:
- Message and data rates may apply.
- Message frequency varies based on your interactions with us.
- You can opt out at any time by replying STOP to any text message.
- For help, reply HELP or contact us at privacy@apexformula.com.
6. Data Protection & Security
We implement appropriate technical, administrative, and physical security measures to safeguard your personal data against unauthorized access, loss, misuse, or alteration. These measures include encrypted data transmission (SSL/TLS), secure credential storage, access controls, and regular system monitoring. However, no electronic transmission or storage method is 100% secure, and we cannot guarantee absolute security.
7. Data Retention
We retain personal information for as long as necessary to fulfill the purposes outlined in this policy, satisfy legal, accounting, or regulatory requirements, enforce our contracts, and resolve disputes. When personal data is no longer required, it is securely deleted or anonymized.
8. Your Privacy Rights & Choices
Depending on your location (including rights under state laws like CCPA/CPRA, GDPR, or state privacy statutes in Illinois and other states), you may have the following rights regarding your personal data:
- Right to Access / Know: Request details on the categories and specific pieces of personal data we have collected about you.
- Right to Rectification: Request correction of inaccurate or incomplete personal information.
- Right to Deletion: Request the deletion of your personal data, subject to certain legal exceptions.
- Right to Opt-Out of Marketing: Unsubscribe from marketing emails by clicking the “Unsubscribe” link or reply “STOP” to SMS messages.
- Non-Discrimination: We will not discriminate against you for exercising any of your legal privacy rights.
To exercise any of these rights, please submit a written request to privacy@apexformula.com.
9. Third-Party Links & Integrations
Our website and client portals may contain links to external third-party websites, applications, or services. We are not responsible for the privacy practices or content of third-party platforms. We encourage you to review the privacy policies of any third-party sites you visit.
10. Updates to This Privacy Policy
We may update this Privacy Policy periodically to reflect changes in our legal obligations, technology, or business operations. The “Effective Date” at the top of this document indicates when the latest revision was made. Continued use of our website or services after an updated policy is posted constitutes your acknowledgement of the revised policy.
11. Contact Us
If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us at:
Apex Formula LLC
920 N Humphrey Ave
Oak Park, IL 60302
Email: privacy@apexformula.com