Working hard in the background...
Working hard in the background...
How FinlyWealth collects, uses, and safeguards your personal information.
Last updated August 29, 2026
On this page
Your privacy and trust are important to FinlyWealth, as is being clear about how we collect, use, and disclose information about you. This policy is intended to help you understand:
"FinlyWealth," "we," "us," or "our" means collectively FinlyWealth and its affiliates that offer services (collectively referred to as "Affiliates") are committed to protecting the privacy and confidentiality of personal information in our possession and control. This Privacy Policy explains the measures we take to fulfill these commitments and describes the manner in which we collect, use, disclose and otherwise treat your personal information through our website, including all subpages and successor pages (collectively referred to as the "Website") as well as through other interactions with our clients and prospective clients, including our FinlyWealth-branded applications.
This Privacy Policy will continue to apply for as long as we hold your information, including after the termination of any of your products or services with us. By providing us with your personal information, you are consenting to the collection, use and sharing of your personal information as set out in this Privacy Policy. Where we collect sensitive personal information — including the financial account information described under "Connecting your financial accounts" — we rely on your express consent, given separately at the time of collection.
This Privacy Policy may be updated periodically to reflect changes to our privacy practices. Any changes we make to this Privacy Policy will be effective when we post the revised policy on our Website. We strongly encourage you to refer to this Privacy Policy often for the latest information about our privacy practices. By continuing to interact with us after the modified version of the policy has been posted, you are accepting the changes to the policy.
Where a change is material — for example, a new purpose for using information from your connected financial accounts, or a new category of recipient for that information — we will give you notice before the change takes effect, by email or within the Website or app, and where the law requires it we will ask for your consent again rather than relying on continued use.
We collect personal information from our clients and prospective clients for purposes that include the following:
Tailoring your app experience based on the data you provide and the interactions you have with our services is a key part of our commitment to you. This personalization extends to the administration of referral programs, where we use your data to manage and track the effectiveness of these programs, including analyzing how users interact with referred links.
We continually monitor our data collection practices and encourage you to reach out to us if you have any questions or concerns about these practices.
We collect personal information directly from you, the devices you use to access the Websites, from the financial institutions you choose to connect through our connection providers, and third-party service providers (for example, from your mobile service provider as part of identity verification or fraud prevention).
Our data collection practices include, but are not limited to, the following scenarios:
Your data is stored securely. We may use this data for account verification, funding your accounts, fraud prevention, marketing other FinlyWealth products or services, tailoring your app experience, or improving and developing our Website, products and services.
FinlyWealth lets you connect your bank, credit card, loan, and investment accounts so that you can see your whole financial position in one place, categorize and budget your spending, and understand your holdings.
Connecting accounts is always optional. You can use other parts of FinlyWealth without connecting anything, and you can disconnect any account at any time.
When you connect an account, you enter your username, password, and any security codes directly into our connection provider's secure interface, or you are redirected to your own financial institution's login page to authorize access there. Those credentials are never transmitted to, seen by, or stored by FinlyWealth.
We use three specialist providers to connect to financial institutions. Which one is used depends on the institution and the account type, and the provider is identified in the connection flow before you begin.
Plaid. We use Plaid Inc. to connect bank, credit card, and loan accounts. Plaid processes your information for its own purposes as well as ours and maintains its own end user privacy policy. By connecting an account through Plaid, you acknowledge and agree that your information will be treated in accordance with Plaid's privacy policy, available at https://plaid.com/legal. We encourage you to read it. Plaid also offers a portal where you can review and revoke the connections you have made through Plaid across every app you use.
We use third parties to gather your data from financial institutions. By using our service, you grant our third-party provider the right, power, and authority to act on your behalf to access and transmit your personal and financial information from the relevant financial institution according to the terms of our third-party provider's privacy policy.
MX. We use MX Technologies, Inc. to connect certain accounts through its Connect widget. When MX processes information about you in connection with our services, it does so as our service provider, under contract, and on our instructions. MX's privacy statement is available at https://www.mx.com/privacy/.
SnapTrade. We use SnapTrade, operated by Passiv Inc., a Canadian company, to connect brokerage and investment accounts. You authorize the connection through SnapTrade's Connection Portal, usually by logging in at your brokerage directly. SnapTrade's privacy policy is available at https://snaptrade.com/privacy-policy and its end user terms at https://snaptrade.com/terms-and-conditions.
What we receive depends on the institution and on what you authorize. It generally includes:
Category | Examples |
|---|---|
Account identity | The name, address, email, and phone number your institution holds on file for that account |
Account details | Institution name, account type, masked account number, currency |
Balances | Current balance, available balance, credit limit |
Transactions | Date, amount, description, merchant, category, currency, pending status |
Liabilities | Interest rate, statement balance, minimum payment, payment due date |
Investments | Holdings and positions, security identifiers, quantities, cost basis, account activity |
Account and routing numbers | Only where you connect an account for payment or payout purposes |
We use it to display your accounts and balances, calculate your net worth, categorize transactions, build and track budgets, identify recurring charges and subscriptions, and show you what fees and interest are costing you.
We also use it to select the financial products we show you. FinlyWealth earns referral commissions when a user opens a financial product through us, and we use what we learn from your connected accounts to decide which products to put in front of you — for example, a credit card whose reward categories match where you actually spend, a savings account paying more than the one you currently hold, or a balance transfer offer if you are carrying revolving interest. This shapes what you see in the app and on our Websites, and, if you have consented to marketing, the offers we send you by email or SMS.
This analysis is carried out by FinlyWealth on our own systems. We do not disclose your connected account information to anyone else in order to do it, and no third party targets you on our behalf using it.
To be explicit, because these are the questions people actually ask:
You can disconnect any linked account at any time from your account settings. When you do:
You can also revoke access directly with your financial institution.
Marketing Communications: From time to time, we may send you email, SMS text messages and other communications about FinlyWealth products, services, or events that may be of interest to you, as well as products, services or events of our Affiliates. Where you have connected financial accounts, we may use that information to choose which offers to send you, as described under "How we use connected account information." You can opt out of receiving marketing and promotional emails from us by following the unsubscribe instructions contained in each of our email communications. Please note that you will continue to receive email regarding your account with us. Alternatively, you can unsubscribe from any of our marketing communications by contacting us at admin@finlywealth.com.
Customer Service/Relationship Manager: If you contact a customer service agent or Relationship Manager with a comment, question or complaint by email, text message, web chat, telephone or video chat, you may be asked for information that identifies you (such as your name, address and a phone number) along with additional information we need to help us promptly answer your question or respond to your comment or complaint. We may record the conversation or retain this information to assist you in the future and to improve our customer service and, product and service offerings.
Employment: If you inquire about or apply for a job with FinlyWealth or any of its Affiliates, you may provide us with certain personal information about yourself (such as that contained in a resume, cover letter, or similar employment-related materials). We use this information for the purpose of processing and responding to your application for current and future career opportunities.
Referral programs: we use the personal information we collect to administer our referral programs. This initiative allows our clients and prospective clients to recommend our services to friends, family, and colleagues, thereby enhancing the reach and effectiveness of our financial products and services. We use your personal information to send invitations to individuals you refer to us. This may include using the name and email address you provide for your referral to send them an invitation to join our services. We keep track of your referral activity, such as whom you have referred and whether they have signed up for our services, to appropriately reward you for successful referrals that lead to new client engagements. We may use your personal information to communicate with you about the status of your referrals, including whether a referral has accepted your invitation, signed up for our services, and any benefits you may receive as a result of your successful referral.
Legal: We and our Canadian, US and other Affiliates and third-party service providers may provide your personal information in response to a search warrant or other legally valid inquiry or order, or to another organization for the purposes of investigating a breach of an agreement or contravention of law or detecting, suppressing or preventing fraud, or as otherwise required or permitted by applicable Canadian, US or other law (which may include lawful access requests by Canadian, US or other foreign courts, law enforcement or governmental authorities). We may also disclose personal information where necessary for the establishment, exercise or defense of legal claims and to investigate or prevent actual or suspected loss or harm to persons or property.
Referral Marketing Partners: Our collaboration with Referral Marketing Partners allows us to introduce our services to a broader audience. We may share limited contact details to facilitate these referrals. This process is designed with your privacy in mind, ensuring any shared information is protected and used solely for the purpose of extending our reach and improving your access to our services. We do not share information from your connected financial accounts with Referral Marketing Partners.
Financial Partners: To provide diverse cash-back redemption options, we work closely with Financial Partners. This relationship requires us to share the information necessary to process rewards, manage redemptions, and pay you — which may include your name and the payment details you have given us for that purpose. We share only what is needed to complete the payment. We do not share your connected account balances, transaction history, or holdings with Financial Partners.
Service Providers: We use third parties to operate our Websites and applications, including cloud hosting and infrastructure providers, database and storage providers, our financial account connection providers, email and SMS providers, our fraud prevention provider, artificial intelligence providers, our payment and payout provider, and analytics and error monitoring providers. They may process your information only on our instructions, for the purposes we specify, under contracts requiring appropriate security and confidentiality. A current list is available on request from our Privacy Officer.
Disclosure to Digital Advertising Providers: To enhance the relevance of the advertising content you see, we may share certain information with Digital Advertising Providers. This includes anonymized or pseudonymized data that helps these providers deliver ads that are more likely to be of interest to you, based on your activity on our website, and other online interactions. These providers use various digital marketing technologies, such as cookies and web beacons, to collect data about your online behaviour, including:
This information helps us ensure that the marketing messages you receive are tailored to your interests and preferences, enhancing your overall experience with our services.
This does not include information from your connected financial accounts. Balances, transactions, holdings, and any information obtained through Plaid, MX, or SnapTrade are excluded from all disclosures to Digital Advertising Providers, in identifiable, pseudonymized, and aggregated form alike. We do not use that information to build, upload, or seed advertising audiences of any kind, including hashed customer lists, custom audiences, and lookalike audiences. Where we select which financial products to show you based on your connected accounts, that work is done by FinlyWealth on our own systems, as described under "How we use connected account information" above.
Commitment to Data Security: At FinlyWealth, safeguarding your personal information is a cornerstone of our commitment to you. We employ a comprehensive array of technical, administrative, and physical security measures designed to protect your data against unauthorized access, use, disclosure, alteration, or destruction. These security practices include, but are not limited to, the use of encryption technologies, secure server environments, access control procedures, and rigorous data protection policies.
We maintain a documented information security program covering access control, data classification and handling, incident response, secure development and change management, vendor management, and data retention. Access to production systems requires multi-factor authentication, is granted on a least-privilege basis, and is reviewed quarterly. We never store your banking credentials.
Understanding the Limitations: Despite our diligent efforts to secure your data, we recognize that no security system is impenetrable. The digital environment is constantly evolving, and new threats emerge. Therefore, while we strive to employ commercially acceptable means to protect your personal information, we cannot guarantee its absolute security.
Proactive Breach Response Protocol: In alignment with our commitment to transparency and accountability, should we become aware of any security breach that compromises your personal information, we are prepared to act swiftly. Our breach response protocol includes promptly assessing the situation, mitigating any potential harm to our clients, and taking appropriate corrective action.
Notification Procedures: If a breach occurs that may have compromised the confidentiality, integrity, or availability of your personal information, we will notify you without undue delay, as required by applicable law. Notification will be conducted through the most effective and expedient means available, typically via email, to ensure you are informed and can take necessary protective steps. This notification will include information about the nature of the breach, the data involved, the possible consequences of the breach, and our contact information should you have further questions or require assistance. Where a breach of security safeguards creates a real risk of significant harm to you, we will also report it to the Office of the Privacy Commissioner of Canada as soon as feasible, as PIPEDA requires, and we maintain records of breaches as that Act requires.
Empowering Our Users: We also encourage you to play an active role in protecting your personal information. This includes using strong, unique passwords for your accounts, being vigilant against phishing attempts, and regularly reviewing your account statements and credit reports for any suspicious activity.
We maintain reasonable administrative, technical, and physical safeguards in an effort to protect personal information in our custody and control it against unauthorized access, use, modification, and disclosure. We train our employees to keep clients' personal information strictly private and confidential. We require all of our staff to sign our privacy document that obliges them to respect and protect clients' personal information. We ensure that departing staff understand they remain contractually obliged to respect the privacy of clients' personal information.
Your online access to certain of your personal information is protected with a password you select. We strongly recommend that you do not disclose your password to anyone. We will never ask you for your password in any unsolicited communication (such as letters, phone calls or email messages).
We limit access to clients' personal information. We store personal information electronically on computer servers to which only authorized persons have access, and only by means of secure passwords. We authorize employees and service providers to have access to clients' personal information only on a "need-to-know" basis in order to fulfill their job requirements.
We require similar safeguards from our service providers. Our service providers have transferred the information they need to perform their designated functions and are committed to maintaining your confidentiality. Our service providers are not permitted to use your information for any unauthorized purpose. Your personal information may be maintained and processed by our Affiliates and other third-party service providers outside of Canada, including Quebec, in the US or other jurisdictions. In the event personal information is transferred to the US or other foreign jurisdiction, it will be subject to the laws of that jurisdiction and may be disclosed to or accessed by the courts, law enforcement and governmental authorities in accordance with the laws of those jurisdictions. We remain accountable for your information while it is processed by a service provider on our behalf, and we use contractual measures to require a comparable level of protection.
We have personal information retention processes designed to retain the personal information of our clients and prospective clients for no longer than necessary for the purposes set out in this Privacy Policy or to otherwise meet legal requirements. In summary:
Information | How long we keep it |
|---|---|
Account profile | While your account is open, and for a limited period after closure for fraud prevention and dispute resolution |
Connected account data — balances, transactions, holdings | While the connection is active. Deleted within 30 days of you disconnecting the account or closing your account |
Connection access tokens | Revoked with the provider and deleted when you disconnect |
Uploaded statement files (Statement Analysis) | Automatically and permanently deleted within 48 hours of upload |
Cash-back, rebate, referral, and payment records | 7 years, to meet Canadian tax and books-and-records obligations |
Consent records | For as long as we rely on the consent, and for a period afterward so we can demonstrate it was given |
Job application data, including resumes | Automatically deleted within 90 days of submission |
Support correspondence | A limited period after your issue is resolved |
Technical and security logs | A short retention period appropriate to the log type |
Information deleted from our live systems persists in encrypted backups until those backups expire on their normal rotation, after which it is gone. We do not restore deleted information from backups into live service without re-applying deletions.
Access. You may ask for a copy of the personal information we hold about you and an account of how it has been used and to whom it has been disclosed. We will respond within 30 days, or tell you within 30 days if we need an extension and why.
Correction. If information we hold is inaccurate or incomplete, tell us and we will correct it. Information that came from your financial institution has to be corrected at the institution, since we can only display what they send us, but we will help you understand where a figure came from.
Deletion. You may ask us to delete your account and the personal information we hold about you. We will do so within 30 days, except where we are required to retain specific records — principally the financial records identified above.
Disconnecting accounts. See "Disconnecting an account" above.
Withdrawing consent. You may withdraw your consent at any time, subject to legal and contractual restrictions and reasonable notice. Withdrawing consent for account connections means disconnecting them, and the affected features will stop working. Withdrawing consent generally may mean we can no longer provide the service.
Personalized product recommendations. You can turn off personalization at any time in your settings. Product listings will still appear; they will simply not be selected based on your connected accounts. Turning personalization off does not disconnect your accounts or affect your budgets and insights.
Marketing. See "Marketing Communications" above. If you have consented to marketing, the offers we send you may be selected using information from your connected accounts. Unsubscribing stops those messages; turning off personalization stops that selection everywhere.
We may need to verify your identity before acting on a request, and we will not ask for more information than is necessary to do so.
Our Privacy Officer is accountable for our compliance with this policy and with applicable privacy law. To make a request, ask a question, or raise a concern:
Privacy Officer, FinlyWealth — admin@finlywealth.com
We will acknowledge your enquiry promptly and respond substantively within 30 days.
Individuals have the right to access, update, and correct personal information in FinlyWealth's custody and control, subject to certain exceptions prescribed by law. See "Your choices and controls" above for how to make a request and what to expect.
We collect and use information about your visit to our website or use of our apps. In general, you can visit our Websites without indicating who you are or submitting any personal information. However, we collect and/or maintain the IP (Internet protocol) addresses of all visitors to the Websites and other related information such as page requests, browser type, operating system and average time spent on the Websites. We use this information to help us understand activity and to monitor and improve the Websites.
Cookies & Similar Technologies: The Websites use a technology called "cookies". A cookie is a tiny element of data that the Websites can send to your browser, which may then be stored on your hard drive so that you can be recognized when you return. We use cookies on the pages on the Websites where you are prompted to log in or that are customizable. If you have registered with the Websites, these cookies may let us know who you are and identify your browser as one that has visited the Websites before. It may be necessary to access your account information (stored on our computers) in order to deliver products and personalized services. We also use cookies to provide us and our service providers with information about your use of the Websites that we may use to personalize the Websites or other content in accordance with your interests and preferences (e.g. language preference) and improve your user experience. You may set your Web browser to notify you when you receive a cookie or to not accept certain cookies. However, if you decide not to accept cookies from the Websites, you may not be able to take advantage of all of the features of the Websites.
Tracer Tags & Web Beacons: The Websites may also use a technology called "tracer tags" or "Web Beacons". This technology allows us to understand which pages you visit on the Websites. These tracer tags are used to help us optimize and tailor the Websites for you and other future visitors to the Websites.
Analytics: We may use third parties, including Google Analytics and Amplitude, to help us gather and analyze information about the areas visited on the Websites in order to better understand, evaluate and improve the user experience and the convenience of the Websites.
Social Media: We may offer you the opportunity to engage with our content on or through third-party social networking websites, plug-ins and applications. When you engage with our content on or through third-party social networking websites, plug-ins and applications, you may allow us to have access to certain information associated with your social media account (e.g., name, username, email address, profile picture, gender) to deliver the content or as part of the operation of the website, plug-in or application. When you provide information from your social media account, we may use this information to personalize your experience on the Websites or our applications and on the third-party social networking websites, plug-ins and applications, and to provide you with other products or services you may request.
Advertising: We use online advertising. We may use third parties such as ad exchanges and data companies to serve our advertisements in the App, on our Websites or other websites. These companies may use cookies, tracer tags or web beacons to report certain information about your visits to our App, the Websites and other websites (such as web pages you visit and your response to ads) in order to measure the effectiveness of our marketing campaigns and to deliver ads that are more relevant and tailored to you, both on and off our Websites. As stated above, information from your connected financial accounts is never disclosed to these third parties or used to build audiences with them.
We use artificial intelligence in two places: to analyze financial statements you upload, and to help categorize and explain information from accounts you connect.
Our AI providers. We use large language models supplied by Google and Anthropic under enterprise agreements. Under those agreements, your information is not used to train their models, the providers act strictly as data processors, and retention is configured to the minimum available.
How we limit what is sent. Information sent to a model is reduced to what the task requires. Identifying details such as your name, email address, phone number, and account numbers are removed before the request is made.
How model output is used. Output that shows you figures, product terms, rates, or amounts is populated from your actual account data and our product catalogue, not generated by the model from memory. Nothing in our services is financial, investment, tax, or legal advice. Insights and suggestions are information to help you make your own decisions.
We do not make decisions about you that produce legal or similarly significant effects based solely on automated processing. If that changes, we will tell you, explain the reasoning involved, and give you a way to request human review.
As part of our commitment to providing personalized financial recommendations, we offer an AI-powered Statement Analysis tool. This section describes our specific privacy practices regarding the sensitive information contained in your financial documents.
1. Data Extraction and De-identification. When you use our Statement Analysis tool, you voluntarily upload financial documents (such as PDF or CSV credit card statements).
2. Enterprise-Grade AI Processing and Security. We use advanced artificial intelligence provided by Google Gemini through an Enterprise-grade license.
3. De-identification and Device Signatures. To provide you with spending insights without requiring a formal account, we use device fingerprinting to create a unique "Device Signature."
4. Use of Analyzed Data. We use this de-identified data to:
When you apply for a position through our careers page, we collect your name, email address, phone number, LinkedIn URL, resume, and any other information you voluntarily provide. This data is used solely to evaluate your candidacy and communicate with you about the role. Your application data is stored securely and access is restricted to authorized personnel involved in the hiring process. All application data, including uploaded resumes, is automatically deleted within 90 days of submission. We do not share applicant information with third parties.
Our services are intended for adults. You must be at least 18 years old, or the age of majority where you live, to create an account or connect a financial account. We do not knowingly collect personal information from children. If you believe a child has provided us with personal information, contact our Privacy Officer and we will delete it.