Privacy Policy

1. Who we are

Rise Advertising LLC, doing business as Late Light ("Late Light," "we," "us," or "our") operates the website at latelight.co (the "Site"), a referral and information service that helps families find in-home caregivers in the United States. This Privacy Policy explains how we collect, use, share, and protect personal information when you use the Site or our services.

Contact: privacy@latelight.co

2. What this policy covers

This policy applies to information we collect when you visit the Site, submit an intake form for a home care match, subscribe to our newsletter, call a phone number listed on the Site, correspond with us by email, or when third parties (advertising platforms, agency partners) share information about you with us.

It does not cover information collected by partner home care agencies after we have referred you to them. Each agency has its own privacy policy.

3. Information we collect

3.1 Information you give us

When you submit an intake form or call us, we collect:

• Contact information: name, phone number, email address, ZIP code
• Care information: the relationship to the person who needs care, the care recipient's general situation (age range, type of care needed, urgency), preferred contact times, payment method
• Communication content: the substance of your conversation with our advisors, including notes our advisors take and recordings of phone calls

3.2 Information we collect automatically

When you visit the Site, we collect device and browser information (IP address, browser type, OS), usage information (pages visited, time on page, referring website), and cookie data (see Section 8).

3.3 Information from third parties

We may receive information about you from advertising platforms (Google, Meta, TikTok), call tracking platforms (CallRail), and partner home care agencies if you reach out to them after a referral.

4. What we are not

We are not a covered entity under HIPAA. We are an information and referral service, not a healthcare provider, health plan, or healthcare clearinghouse. Information you share with us about your parent's medical situation is not "Protected Health Information" (PHI) in the HIPAA sense, but we treat it with the same care anyway.

We do not provide medical advice. Nothing on the Site or in conversation with our advisors constitutes medical advice. For medical questions, consult a qualified healthcare provider.

We do not provide care. Late Light does not employ caregivers, does not deliver in-home services, and is not responsible for the quality of care provided by any agency we refer you to.

5. How we use information

We use the information we collect to:

• Deliver the service: match you with home care agency partners, schedule callbacks, answer questions
• Communicate with you: respond to your inquiries, send appointment confirmations, send the weekly newsletter (only if you subscribed)
• Improve the service: analyze how families find us, what questions they ask, where the funnel breaks
• Run paid acquisition: measure the effectiveness of our advertising on Google, Meta, TikTok, and similar platforms
• Comply with legal obligations: respond to lawful requests from authorities

We do not use your information to train artificial intelligence models on personal data, sell your contact information to general marketing lists, or share your data with companies outside our agency partner network without your consent.

5.1 SMS communications

When you provide your phone number with explicit SMS consent (via the non-pre-checked checkbox on our contact form), we use your phone number to send transactional confirmations of your home care inquiry, notify you of advisor callback timing, and send follow-up messages related to your specific inquiry. We do not send promotional or marketing SMS on this channel.

We do not sell your phone number to third parties. We do share it with the home care agency we match you with, as described in Section 6.1, so that the agency can contact you. SMS opt-out (Reply STOP) applies to messages from Late Light only - managing communications with agency partners is between you and them.

Standard message and data rates from your wireless carrier may apply. You can opt out of SMS at any time by replying STOP to any message, or by emailing privacy@latelight.co. Wireless carriers are not liable for delayed or undelivered messages. See our Terms of Service for the full SMS program details, including carriers supported and eligibility requirements.

6. Who we share information with

6.1 Home care agency partners

When you ask us to match you with a home care agency, we share specific information with the agency we match you to. This typically includes your name, phone number, email, ZIP code, type of care needed, and a brief summary of the situation.

You consent to this sharing when you submit an intake form or call us asking to be matched. If you change your mind before a match is made, contact privacy@latelight.co.

6.2 Service providers

We share information with vendors who help us run the business: hosting (Vercel, Cloudflare), CRM (HubSpot), forms (Tally), email (Beehiiv, Postmark), phone tracking (CallRail), analytics (Google Analytics, Microsoft Clarity), and advertising (Google Ads, Meta, TikTok, LinkedIn). These providers are contractually limited in how they can use your information.

6.3 Legal obligations

We may share information when required by law, court order, or to protect our legal rights.

6.4 What we do NOT do

We do not sell your information to general consumer marketing lists, third-party data brokers, or any party not listed above.

7. Your choices and rights

You can request access to, correction of, or deletion of your personal information; opt out of marketing emails; withdraw consent for agency referrals before a match is made; and object to certain processing.

To exercise any of these rights, email privacy@latelight.co. We respond within 30 days.

8. Cookies and similar technologies

The Site uses cookies for essential operation, analytics (Google Analytics, Microsoft Clarity), and advertising (Google Ads, Meta Pixel, TikTok Pixel). You can control cookies through your browser settings. We honor Global Privacy Control (GPC) signals as a request to opt out of cross-context behavioral advertising.

9. Data retention

• Intake form submissions and call recordings: 24 months from your last interaction
• Newsletter subscriber data: until you unsubscribe, plus 12 months for legal record-keeping
• Aggregated analytics data: indefinitely (cannot be linked back to you)

10. Data security

We use industry-standard administrative, technical, and physical safeguards including TLS/HTTPS encryption, encryption at rest, access controls, and regular review of vendor security practices. No system is perfectly secure. If we become aware of a breach affecting your information, we will notify you in accordance with applicable law.

11. Children's privacy

The Site is not directed to children under 18. We do not knowingly collect information from children. If you believe we have collected information from a child under 18, contact privacy@latelight.co and we will delete it.

12. International users

The Site is operated from the United States and our service is currently limited to U.S. residents. If you are accessing the Site from outside the United States, your information will be transferred to and processed in the United States.

13. Recordings of phone calls

We record phone calls between you and our advisors for quality, training, and accuracy of intake notes. You will be informed at the start of every call. If you do not wish to be recorded, tell the advisor and we will stop the recording.

14. Changes to this policy

We may update this policy from time to time. The "Last updated" date at the top reflects the most recent change. Material changes will be communicated by email to active users and prominent notice on the Site for at least 30 days.

15. Contact

Rise Advertising LLC, d/b/a Late Light

Email: privacy@latelight.co
Phone: (760) 388-7912