Privacy Policy
Effective date: September 21, 2026 · Last updated: September 21, 2026
This Privacy Policy describes how Apex Financial Insurance (“Apex Financial Insurance,” “we,” “us,” or “our”) collects, uses, and shares information about you when you visit our website at quote.apexfinancialinsurance.com, answer our questionnaire, or otherwise interact with our services (collectively, the “Services”). It also explains the choices available to you.
Apex Financial Insurance is a private insurance agency. We use the information you give us to have our licensed agent, Willis Hicks, contact you about health insurance options. We are not an insurance company and not a government website; policies are issued by the insurance company you choose to apply with.
- Information We Collect
- How We Use Information
- How We Share Information
- Cookies & Online Advertising
- Communications & Consent to Contact
- Your Privacy Choices (Do Not Sell or Share)
- State Privacy Rights
- Data Retention & Security
- Children’s Privacy
- Third-Party Websites
- Changes to This Policy
- How to Contact Us
1.Information We Collect
Information you provide to us
When you use our questionnaire or forms, you may provide:
- Contact information — your name, email address, and phone number.
- Demographic and eligibility information — your age range, ZIP code, household composition, employment type, and state of residence.
- Coverage preferences — your current coverage situation, what you currently pay, your household income range, and related answers you enter into the questionnaire.
Information collected automatically
When you visit the Services, we and our service providers automatically collect certain technical information, including:
- Device and browser information — device type, operating system, browser type, screen size, and language settings.
- Usage information — pages viewed, questionnaire steps completed, time on page, the page that referred you to us, and general interaction events.
- Campaign information — advertising campaign identifiers (such as UTM parameters or an advertising click identifier) included in the link you used to reach us.
- Approximate location — inferred from your ZIP code or IP address; we do not collect precise GPS location.
2.How We Use Information
We use the information we collect to:
- Provide the Services, including saving your answers so our agent can prepare for your call;
- Have our licensed agent, Willis Hicks, contact you about health insurance options that may fit your situation and, at your direction, help you apply for coverage;
- Communicate with you about your inquiry, including by phone, text message, and email where you have consented, and send a one-time code by text message to confirm your phone number;
- Operate, analyze, and improve the Services, including measuring how visitors move through our questionnaire;
- Measure and improve our advertising, including determining which advertisements led to completed inquiries;
- Detect and prevent fraud, abuse, and security incidents; and
- Comply with legal obligations and enforce our Terms & Conditions.
3.How We Share Information
We share information in the following circumstances:
- Insurance companies, at your direction. If you ask our agent to help you apply for a plan, the information needed for that application is submitted to the insurance company or marketplace you choose. Their use of your information is governed by their own privacy policies.
- Service providers. We use third-party vendors that host our website, store form submissions, send one-time verification codes by text message, and provide analytics. These providers process information on our behalf.
- Advertising partners. If we use advertising measurement tags, limited usage and conversion information is shared with the advertising platform (such as Google) to measure and improve our advertising, as described in Section 4.
- Legal and safety. We may disclose information when required by law, subpoena, or legal process, or when we believe disclosure is necessary to protect our rights, your safety, or the safety of others.
- Business transfers. If we are involved in a merger, acquisition, financing, or sale of assets, information may be transferred as part of that transaction.
4.Cookies & Online Advertising
We and our partners use cookies, pixels, and similar technologies to operate the Services and measure advertising. In particular:
- Analytics. We record anonymized usage events (such as questionnaire steps viewed) to understand and improve how the Services perform.
- Advertising measurement. We store the campaign identifiers from the link you used to reach us, and we may use advertising tags to measure when an advertisement leads to a visit or completed inquiry. When such tags are in use, third-party advertising partners may set cookies or use device identifiers for this purpose. You can learn how Google uses data at policies.google.com/technologies/partner-sites and manage ad personalization at adssettings.google.com.
Most browsers let you refuse or delete cookies through your browser settings. Some features of the Services may not function properly without cookies. We do not currently respond to “Do Not Track” browser signals; where required by law, we honor opt-out preference signals such as the Global Privacy Control.
5.Communications & Consent to Contact
If you provide your phone number and consent on our form, you agree that Apex Financial Insurance and its licensed agent, Willis Hicks, may contact you about health insurance products at the number you provided, including by autodialed or pre-recorded calls, text messages, and email, even if your number appears on a federal or state Do-Not-Call registry. Consent is not a condition of purchasing any goods or services. Message and data rates may apply.
You can revoke your consent at any time by replying STOP to any text message, telling any caller you no longer wish to be contacted, or contacting us as described in Section 12.
6.Your Privacy Choices (Do Not Sell or Share)
Under certain state privacy laws, some disclosures of information to third parties, such as advertising platforms, may be considered a “sale” of personal information or “sharing” for cross-context behavioral advertising. You have the right to opt out.
To exercise your opt-out right, email us at willishicks@apexfinancialinsurance.com with the subject line “Do Not Sell or Share My Personal Information,” and include the name, email address, and phone number you submitted so we can locate your records. We will honor verified requests within the time required by applicable law.
You may also designate an authorized agent to submit an opt-out request on your behalf. We do not knowingly sell or share the personal information of consumers under 16 years of age.
7.State Privacy Rights
Depending on where you live, you may have some or all of the following rights with respect to your personal information:
- Right to know / access — request a copy of the personal information we have collected about you;
- Right to delete — request that we delete personal information we have collected from you, subject to legal exceptions;
- Right to correct — request that we correct inaccurate personal information;
- Right to opt out — opt out of the sale or sharing of your personal information, or of targeted advertising (see Section 6); and
- Right to non-discrimination — not receive discriminatory treatment for exercising your rights.
To exercise any of these rights, contact us as described in Section 12. We will verify your request using the information you submitted through the Services. If we deny your request, you may appeal by replying to our decision, and we will respond as required by your state’s law.
8.Data Retention & Security
We retain personal information for as long as reasonably necessary to fulfill the purposes described in this Policy — generally for the duration of our relationship with you and for a reasonable period thereafter to comply with legal, accounting, or reporting obligations — and then delete or de-identify it.
We use commercially reasonable administrative, technical, and physical safeguards designed to protect personal information, including transport-layer encryption (HTTPS) for data submitted through the Services. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.
9.Children’s Privacy
The Services are intended for adults age 18 and older. We do not knowingly collect personal information from anyone under 18. If you believe a minor has provided us personal information, contact us and we will delete it.
10.Third-Party Websites
The Services may link to websites operated by third parties, such as HealthCare.gov or insurance company websites where you can learn more about health coverage options. We do not control those websites, and this Policy does not apply to them. We encourage you to review the privacy policy of every website you visit.
11.Changes to This Policy
We may update this Privacy Policy from time to time. When we do, we will revise the “Last updated” date at the top of this page. Material changes will be communicated by a prominent notice on the Services. Your continued use of the Services after an update constitutes acceptance of the revised Policy.
12.How to Contact Us
For questions about this Privacy Policy, or to exercise any of the rights described above, contact:
Apex Financial Insurance — Willis Hicks
Email: willishicks@apexfinancialinsurance.com
Phone: (260) 570-3991
Please include enough information for us to locate your records (the name, email address, and phone number you submitted) and a description of your request.