Privacy Policy

Privacy Policy

Last Updated: 6/14/2024


The Wells Partners, LLC, an Arizona limited liability company dba ConversionFormula (“Conversion” or “Company” or “We”) respects your privacy and are committed to protecting it through our compliance with this policy.


This policy describes the types of information we may collect from you or that you may provide when you visit the website (our “Website“), use any of our services (“Services”), engage with our lead generation methods, or interact with any tools or platforms provided by us, commonly referred to as “Conversion Tools.” These tools and methods may be directly on our site or embedded on third-party client websites. Our practices for collecting, using, maintaining, protecting, and disclosing that information are detailed herein. For the purposes of this Privacy Policy, our “Services” encompass the Website, all Conversion Tools, and other lead generation methods. Please note that when engaging with our services or tools on third-party client websites, the privacy policies of those respective websites may also apply in conjunction with ours.


This policy applies to information we collect:


  • Through your visits to the Website or use of the Services.
  • In email, text, and other electronic messages between you and the Services.


Please read this policy carefully to understand our policies and practices regarding your information and how we will treat it. If you do not agree with our policies and practices, your choice is not to use our Services. By accessing or using these Services, you agree to this privacy policy. This policy may change from time to time (see “Changes to Our Privacy Policy”). Your continued use of these Services after we make changes is deemed to be acceptance of those changes, so please check the policy periodically for updates.


Children Under the Age of 18


Our Services are not intended for users under 18 years of age. No one under age 18 may provide any personal information via our Services.  We do not knowingly collect personal information from children under 18. If you are under 18, do not use or provide any information on these Services. If we learn we have collected or received personal information from a child under 18 without verification of parental consent, we will delete that information. If you believe we might have any information from or about a child under 18, please contact us at


California residents under 16 years of age may have additional rights regarding the collection and sale of their personal information. Please see “Your California Privacy Rights” for more information.


Information We Collect About You and How We Collect It

We collect several types of information from and about users of our Services, including information:


  • By which you may be personally identified, such as name, email address, telephone number, and geolocation data.
  • That is about you but individually does not identify you.
  • About your internet connection, the equipment you use to access our Services, and usage details.


We collect this information:


  • Directly from you when you provide it to us.
  • Automatically as you navigate through the site. Information collected automatically may include usage details, IP addresses, and information collected through cookies and other tracking technologies.
  • From third parties, for example, our business partners.


Information You Provide to Us 

The information we collect on or through our Services may include:


  • Information that you provide by filling in forms. This includes information provided at the time of registration. We may also ask you for information when you report a problem with our Services.
  • Records and copies of your correspondence (including email addresses), if you contact us.


Information We Collect from Lead Generation Tools on Client Websites


Definition and Purpose

ConversionFormula offers a range of digital lead generation methods and tools, commonly referred to as “Conversion Tools.” These solutions, which currently include but may not be limited to Care Assessment, Cost Comparison, Lifestyle Assessment, Floor Plans & Pricing, and Handshake Quiz, are designed to provide users with insights, recommendations, actionable information, and to connect potential customers with relevant services in the realm of senior living. While these Conversion Tools are developed and managed by ConversionFormula, they may be used or embedded on third-party client websites.


Data Collection through Conversion Tools

When users interact with our Conversion Tools, irrespective of where they’re accessed, they might be prompted to provide personal information such as their name, email address, phone number, location, and possibly other relevant details. This data collection is central to the functioning of the tools, enabling them to offer tailored recommendations, comparisons, or other desired outputs and connections.


Purpose of Data Collection

The primary goal of collecting user data via our Conversion Tools is to facilitate connections between users and appropriate senior living communities, provide personalized experiences, and offer users tailored information. This data also aids us in refining our tools and ensuring they remain effective and user-centric.


Data Sharing and Processing

Data gathered through our Conversion Tools is governed by this Privacy Policy. While some tools might be used on third-party websites, it is ConversionFormula that primarily processes and manages the collected data. We may share this data with the respective client website where the tool or method is utilized, aligned with the provision of stated services.

User Consent and Interaction

Engaging with our Conversion Tools, even on third-party websites, implies a user’s consent to the data collection and processing practices stated herein. We urge users to provide accurate information to ensure optimal results and connections. Before engagement, users should be aware of and agreeable to these terms.


Security Measures

ConversionFormula is dedicated to the protection of user data. The stringent security measures that apply to data collected directly on our website also extend to data procured via our Conversion Tools, irrespective of where they are accessed.


Additional Privacy Considerations

Users are encouraged to review the privacy policies of third-party websites where our Conversion Tools might be used. While our offerings operate under the guidelines of this Privacy Policy, the host website might have its own data collection, processing, and sharing practices.


Information We Collect Through Automatic Data Collection Technologies 

As you navigate through and interact with our Services, we may use automatic data collection technologies to collect certain information about your equipment, browsing actions, and patterns, including information about your computer and internet connection, including your IP address, operating system, and browser type.


We also may use these technologies to collect information about your online activities over time and across third-party websites or other online services (behavioral tracking). Click here for information on how you can opt-out of behavioral tracking on this Website and how we respond to web browser signals and other mechanisms that enable consumers to exercise choice about behavioral tracking.


The information we collect automatically may include personal information, or we may maintain it or associate it with personal information we collect in other ways or receive from third parties. It helps us to improve our Services and to deliver a better and more personalized service, including by enabling us to:


  • Estimate our audience size and usage patterns.
  • Store information about your preferences, allowing us to customize our Services according to your individual interests.
  • Speed up your searches.
  • Recognize you when you return to our Services.


The technologies we use for this automatic data collection may include:


  • Cookies (or browser cookies). A cookie is a small file placed on the hard drive of your computer. You may refuse to accept browser cookies by activating the appropriate setting on your browser. However, if you select this setting you may be unable to access certain parts of our Services. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you direct your browser to our Services.
  • Flash Cookies. Certain features of our Services may use local stored objects (or Flash cookies) to collect and store information about your preferences and navigation to, from, and on our Services. Flash cookies are not managed by the same browser settings as are used for browser cookies. For information about managing your privacy and security settings for Flash cookies, see “Choices About How We Use and Disclose Your Information.”


Third-Party Use of Cookies and Other Tracking Technologies


Some content or applications, including advertisements, on the Website or through our Services, are served by third-parties, including advertisers, ad networks and servers, content providers, and application providers. These third parties may use cookies alone or in conjunction with web beacons or other tracking technologies to collect information about you when you use our Services. The information they collect may be associated with your personal information or they may collect information, including personal information, about your online activities over time and across different websites and other online services. They may use this information to provide you with interest-based (behavioral) advertising or other targeted content.


We do not control these third parties’ tracking technologies or how they may be used. If you have any questions about an advertisement or other targeted content, you should contact the responsible provider directly. For information about how you can opt out of receiving targeted advertising from many providers, see Choices About How We Use and Disclose Your Information.


Sale of Personal Data from Our Conversion Tools

At ConversionFormula, we respect your privacy and are deeply committed to maintaining the trust and confidence of all our users. Our primary goal is to help seniors find the best living solutions that cater to their unique needs. Sometimes, this means collaborating with trusted third-party organizations who can offer assistance when we or our clients cannot. With that in mind, we may occasionally sell specific data gathered through our lead generation Conversion Tools, but always with the utmost care and responsibility.


Data We May Sell


If you decide to use our Conversion Tools, we may gather and possibly sell the following information:


  • Name
  • Phone number
  • Email address
  • Answers to the questions within the Conversion Tools


When and Why We Sell Data


We never sell data indiscriminately. Data sales occur only under specific circumstances. For instance, if our immediate client cannot assist a user, but the user still needs assistance and has consented to be contacted by other organizations, we might share their information. The aim is to ensure that users receive the best possible guidance and support, even if it’s not directly from us.


To Whom We Sell Data


Your data is precious, and we treat it as such. We sell data only to trusted third-party organizations that align with our mission to support seniors. Before any data transfer, we ensure these organizations have rigorous privacy standards in place, equivalent to or surpassing our own, to keep your information secure.


Exclusion for Google User Data

We do not sell data collected from Google users to third parties. Any data collected through our Google-integrated tools is used solely to provide and improve our services and is not shared or sold to external entities. 

Your Rights & Choices

We believe in empowering our users. As such:


  1. Explicit Consent: Before any data that might be sold is collected, we will always seek your explicit consent. We will provide a clear, distinct opt-in mechanism during the Conversion Tool data collection process to ensure you’re fully aware of and comfortable with our practices.
  2. Opting Out: If, at any point, you wish for your data not to be sold, you can opt-out. To opt-out, please visit For California residents, further information can be found here:
  3. Transparency: We pledge full transparency in our data practices. If you ever have questions or concerns about how we handle your data, please don’t hesitate to reach out. We’re here to address any inquiries and provide clarity.


How We Use Your Information

We use information that we collect about you or that you provide to us, including any personal information:


  • To present our Services and its contents to you.
  • To provide you with information, products, or services that you request from us.
  • To fulfill any other purpose for which you provide it.
  • To carry out our obligations and enforce our rights arising from any contracts entered into between you and us, including for billing and collection.
  • To notify you about changes to our Services or any products or services we offer or provide through it.
  • In any other way we may describe when you provide the information.
  • For any other purpose with your consent.


We may also use your information to contact you about our own and third-parties’ goods and services that may be of interest to you. If you do not want us to use your information in this way, please visit this page to learn how to adjust your preferences.  For more information, see “Choices About How We Use and Disclose Your Information”.


We may use the information we have collected from you to enable us to display advertisements to our advertisers’ target audiences. Even though we do not disclose your personal information for these purposes without your consent, if you click on or otherwise interact with an advertisement, the advertiser may assume that you meet its target criteria.


Disclosure of Your Information


We may disclose aggregated information about our users, and information that does not identify any individual, without restriction.


We may disclose personal information that we collect or you provide as described in this privacy policy:


  • To fulfill the purpose for which you provide it.
  • For any other purpose disclosed by us when you provide the information.
  • With your consent.


We may also disclose your personal information:


  • To comply with any court order, law, or legal process, including to respond to any government or regulatory request.
  • To enforce or apply other agreements with you, including for billing and collection purposes.
  • If we believe disclosure is necessary or appropriate to protect the rights, property, or safety of ConversionFormula, our customers, or others.


Choices About How We Use and Disclose Your Information

We strive to provide you with choices regarding the personal information you provide to us. We have created mechanisms to provide you with the following control over your information:


  • Tracking Technologies and Advertising. You can set your browser to refuse all or some browser cookies, or to alert you when cookies are being sent. To learn how you can manage your Flash cookie settings, visit the Flash player settings page on Adobe’s website. If you disable or refuse cookies, please note that some parts of this site may then be inaccessible or not function properly.
  • Targeted Advertising. If you do not want us to use information that we collect or that you provide to us to deliver advertisements according to our advertisers’ target-audience preferences, you can opt-out by emailing


We do not control third parties’ collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose not to have your information collected or used in this way. You can opt out of receiving targeted ads from members of the Network Advertising Initiative (“NAI“) on the NAI’s website.


California residents may have additional personal information rights and choices. Please see “Your California Privacy Rights” for more information.


Nevada residents who wish to exercise their sale opt-out rights under Nevada Revised Statutes Chapter 603A may submit a request to this designated address: 888-365-1370,, or visiting


Accessing and Correcting Your Information

You can review, change, request access to, correct or delete any personal information provided to us by using this form.   


California residents may have additional personal information rights and choices. Please see “Your California Privacy Rights for more information.”


Your California Privacy Rights

If you are a California resident, California law may provide you with additional rights regarding our use of your personal information. To learn more about your California privacy rights, visit this page.


Data Security & Data Protection Mechanisms

We have implemented measures designed to secure your personal information from accidental loss and from unauthorized access, use, alteration, and disclosure. All information you provide to us is stored on our secure servers behind firewalls. Any payment transactions will be encrypted.


Protection of Google User Data


  • Security Procedures: We implement rigorous security measures to protect the confidentiality of your data. These include physical, electronic, and procedural safeguards.
  • Encryption: We use encryption protocols to secure data during transmission and storage to protect your information.

The safety and security of your information also depends on you. Where we have given you (or where you have chosen) a password for access to certain parts of our Services, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.

Changes to Our Privacy Policy

It is our policy to post any changes we make to our privacy policy on this page. The date the privacy policy was last revised is identified at the top of the page. You are responsible for ensuring we have an up-to-date active and deliverable email address for you, and for periodically visiting our Services and this privacy policy to check for any changes.


Contact Information

To ask questions or comment about this privacy policy and our privacy practices, contact us at: