MYCHOICE PRIVACY POLICY

Last Updated: August 11, 2026

1. Introduction

MyChoice Financial Inc. (“MyChoice,” “Company,” “we,” “us,” or “our”) respects your privacy and is committed to responsibly handling personal information.

This Privacy Policy describes how we collect, use, disclose, retain, transfer and protect personal information when you interact with:

  • www.mychoice.ca;
  • MyChoice quote journeys;
  • MyChoice applications and tools;
  • automated and conversational experiences;
  • email;
  • telephone;
  • SMS;
  • MMS;
  • RCS;
  • WhatsApp;
  • chat; and
  • other Services that link to this Privacy Policy

(collectively, the “Services”).

This Privacy Policy should be read together with our Terms of Use.

2. What Is Personal Information?

“Personal information” generally means information about an identifiable individual.

Depending on applicable law and context, certain business contact information or information that has been effectively anonymized may not be treated as personal information.

We collect only the information reasonably appropriate to the Services and purposes described in this Policy or otherwise disclosed to you.

3. Personal Information We Collect

The information we collect depends on how you interact with MyChoice and which products or Services you request.

A. Identity and contact information

This may include:

  • name;
  • postal address;
  • email address;
  • telephone or mobile number;
  • date of birth;
  • account username or identifiers; and
  • other contact or identity information reasonably required for the requested Service.

B. Insurance and quote information

Depending on the insurance product, we may collect:

  • vehicle information;
  • vehicle identification information;
  • vehicle usage and estimated mileage;
  • driver’s licence and licensing information;
  • driving history;
  • convictions;
  • claims history;
  • insurance history;
  • policy history;
  • additional drivers;
  • household information;
  • marital status where relevant;
  • occupation or employment information;
  • property information;
  • requested coverages;
  • coverage limits;
  • deductibles;
  • discounts;
  • quote assumptions;
  • quote results;
  • estimated premiums;
  • changes made to a quote; and
  • other information relevant to pricing, eligibility, comparison or underwriting.

C. Information relating to other financial products

Where you request information about mortgages, loans, credit cards or other financial products, we may collect financial, employment, income or other information reasonably required to provide the requested Service or referral.

We do not seek to collect sensitive government-issued identifiers unless they are reasonably required for a Service and their collection is permitted by applicable law.

D. Communications and conversation information

If you communicate with us, we may collect and retain information such as:

  • emails;
  • support requests;
  • call-related records;
  • chat messages;
  • SMS messages;
  • MMS messages;
  • RCS messages;
  • WhatsApp messages;
  • questions you ask;
  • information you provide during an automated conversation;
  • changes you request to quote information;
  • responses generated through our Services;
  • appointment requests;
  • broker-handoff information; and
  • timestamps and other records relating to the interaction.

E. Messaging consent and preference information

When you provide or withdraw consent for electronic communications, we may record:

  • your mobile number or email address;
  • messaging channel;
  • consent status;
  • date and time of consent;
  • source through which consent was obtained;
  • version or wording of the consent disclosure presented;
  • unsubscribe or opt-out status;
  • resubscription information;
  • message-delivery information; and
  • related audit records.

We may retain opt-out information so that we can continue to respect your communication preferences.

F. Technical and usage information

We and our service providers may automatically collect information such as:

  • Internet Protocol address;
  • browser type;
  • operating system;
  • device type;
  • referring page;
  • pages visited;
  • navigation patterns;
  • clicks and interactions;
  • timestamps;
  • session identifiers;
  • approximate location derived from technical information;
  • cookie and advertising identifiers;
  • error logs; and
  • security and diagnostic information.

G. Information received from third parties

Where permitted by applicable law, we may receive information from organizations such as:

  • insurers;
  • brokerages;
  • financial institutions;
  • referral partners;
  • data providers;
  • vendors;
  • analytics providers;
  • advertising partners; and
  • other organizations involved in a Service you requested.

4. How We Collect Personal Information

We may collect information:

  • directly from you when you request a quote or Service;
  • when you complete forms;
  • when you create or use an account;
  • when you communicate with us;
  • when you communicate through an automated assistant;
  • when you request a change to quote information;
  • automatically through your use of the Website;
  • from organizations involved in providing a product or Service you request; and
  • from other sources permitted by applicable law.

Where consent is the appropriate legal basis for a collection, use or disclosure, we seek consent in a manner appropriate to the circumstances.

Not every activity requires the same form of consent.

Where information is sensitive, a proposed use is not reasonably expected or applicable law otherwise requires it, we may seek express consent separately.

5. How We Use Personal Information

We may use personal information to:

  • operate and provide our Services;
  • create, retrieve and manage quote requests;
  • generate or compare quote information;
  • validate information associated with quotes;
  • process supported changes to quote information;
  • recalculate or return updated quote results;
  • respond to questions;
  • provide customer support;
  • communicate information you requested;
  • send quote-related messages where authorized;
  • request additional information;
  • follow up on incomplete or submitted quote requests;
  • schedule appointments;
  • arrange calls;
  • connect you with a broker, insurer, lender or other participating provider;
  • transfer relevant quote and conversation context during a human handoff;
  • maintain communication preferences;
  • maintain consent and opt-out records;
  • administer accounts;
  • authenticate users;
  • prevent fraud and unauthorized activity;
  • secure and monitor our systems;
  • troubleshoot errors;
  • understand and improve the use and performance of our Services;
  • conduct analytics and research;
  • measure advertising and marketing effectiveness where permitted;
  • personalize appropriate aspects of the user experience;
  • fulfill contractual obligations;
  • comply with legal, regulatory, accounting, recordkeeping and reporting obligations;
  • establish, exercise or defend legal rights; and
  • fulfill another purpose identified when the information is collected or for which we obtain consent where required.

We aim to limit collection, use and disclosure to purposes that are appropriate in the circumstances.

This reflects the meaningful-consent and purpose-limitation principles emphasized by Canadian privacy regulators. Office of the Privacy Commissioner

6. Automated and Artificial Intelligence-Assisted Processing

MyChoice may use automated technologies, including artificial intelligence and language-processing systems, in connection with our quote and customer-support Services.

For example, an automated assistant may process information you provide in order to:

  • understand a question;
  • interpret a request;
  • identify information that you wish to change;
  • retrieve information associated with your quote;
  • request clarification;
  • validate information;
  • send supported quote changes to approved systems;
  • obtain an updated quote result;
  • explain the result;
  • assist with appointment scheduling; or
  • connect you with a licensed broker or other human representative.

Information processed

Information processed by these systems may include:

  • information already associated with your quote;
  • information you provide during the conversation;
  • conversation history;
  • requested quote changes; and
  • technical information needed to associate the conversation with the correct quote or customer journey.

Role of automated systems

Automated technologies support the quote and customer-service process.

They are not intended to independently:

  • bind insurance coverage;
  • issue an insurance policy;
  • replace decisions that legally require an insurer or licensed insurance professional; or
  • provide professional legal or financial advice.

Human review and safeguards

Where appropriate, we may use:

  • validation rules;
  • confirmation steps;
  • access controls;
  • approved system integrations;
  • human review;
  • broker escalation; and
  • other safeguards

to reduce the risk of incorrect or unauthorized changes.

The planned quote assistant is designed so the language model interprets a request and uses approved quote tools rather than directly mutating quote data, with clarification or escalation where a tool fails or the request is ambiguous.

Service providers

Third-party technology providers may process personal information on our behalf in connection with automated or AI-assisted Services.

We require service providers to handle personal information in accordance with applicable contractual, confidentiality, privacy and security requirements.

We do not treat the use of an AI provider as authorization for that provider to use personal information for unrelated independent purposes.

Armen should specifically confirm that this sentence matches your actual AI-provider agreements before publication.

Canadian privacy regulators currently recommend transparency concerning what, how, when and why personal information is processed through generative-AI systems and appropriate controls over purposes and retention. Office of the Privacy Commissioner

7. SMS, MMS, RCS, WhatsApp and Electronic Communications

Where you provide required consent or communications are otherwise permitted by law, MyChoice may communicate with you through:

  • SMS;
  • MMS;
  • RCS;
  • WhatsApp;
  • email;
  • telephone; or
  • other electronic channels.

Communications concerning an insurance quote or Service you requested may include:

  • quote information;
  • quote updates;
  • requests for additional information;
  • reminders;
  • appointment scheduling;
  • requested quote changes;
  • responses to questions;
  • broker contact options; and
  • customer support.

Some responses may be generated or assisted by automated systems as described above.

Messaging consent

Where express consent is required, we may record evidence of how and when the consent was obtained.

Consent for quote-related messaging does not automatically authorize unrelated marketing where separate consent is required.

Canadian anti-spam rules generally require commercial electronic messages such as emails or texts to have the required consent, sender identification/contact information and a working unsubscribe mechanism. CRTC

Opting out

Where supported, you may withdraw from SMS, MMS or RCS communications by replying STOP.

You may use HELP for assistance where supported.

We may retain your telephone number and opt-out status after you unsubscribe for the limited purpose of ensuring that we continue to honour that request.

8. Sharing Information With Brokers, Insurers and Other Product Providers

When you request a quote, product or referral, we may provide information reasonably necessary to fulfill that request to the relevant:

  • licensed insurance brokerage;
  • insurance broker or agent;
  • insurer;
  • lender;
  • financial institution;
  • vendor;
  • referral partner; or
  • other provider involved in the product or Service.

For insurance Services, this may include information you supplied during the quote journey and relevant quote information.

If your automated or messaging conversation is transferred to a broker or human representative, relevant conversation context may also be transferred so that the representative can understand the request without unnecessarily requiring you to repeat previously provided information.

Third-party providers may collect additional information directly from you and may process information under their own privacy policies.

Requesting one particular product or quote does not, by itself, mean that you consent to unrelated third parties using your personal information for unrelated marketing where additional consent is legally required.

9. Service Providers

We use organizations that provide services supporting our business and technology.

These may include providers of:

  • hosting and cloud infrastructure;
  • databases;
  • communications and telephony;
  • SMS, MMS and RCS messaging;
  • WhatsApp messaging;
  • artificial intelligence and language-processing technology;
  • customer relationship management;
  • customer support;
  • scheduling;
  • analytics;
  • cybersecurity;
  • fraud prevention;
  • marketing technology;
  • email delivery; and
  • other business services.

Service providers may process personal information on our behalf to perform the services we have engaged them to provide.

We use contractual and other measures appropriate to the circumstances to protect personal information processed by service providers.

10. Cross-Border Processing

Some service providers may store or process personal information outside your province or outside Canada, including in the United States or other jurisdictions.

When information is processed in another jurisdiction, it may become subject to the laws of that jurisdiction and may be accessible to courts, law-enforcement agencies, governments or national-security authorities in accordance with applicable law.

Where Canadian privacy law applies, MyChoice remains accountable for personal information transferred to service providers for processing and uses contractual or other measures designed to provide appropriate protection.

The Office of the Privacy Commissioner specifically recommends transparency about foreign processing and notes that Canadian organizations remain accountable for information transferred to processors. Office of the Privacy Commissioner

You may contact our Privacy Officer for additional information regarding our use of service providers outside Canada.

11. Cookies and Similar Technologies

We and our service providers may use technologies such as:

  • browser cookies;
  • pixels;
  • web beacons;
  • local storage;
  • session identifiers; and
  • similar technologies.

These technologies may be used to:

  • operate essential Website functionality;
  • maintain sessions;
  • remember preferences;
  • understand Website traffic;
  • analyze usage;
  • diagnose errors;
  • prevent fraud;
  • measure advertising effectiveness; and
  • provide or measure relevant advertising.

You can manage certain technologies through your browser settings and, where available, privacy or cookie preference tools provided by us or third-party services.

Blocking certain technologies may affect the operation of parts of the Services.

12. Analytics and Advertising

We may use analytics technologies to understand:

  • how visitors use our Services;
  • which pages or features are used;
  • Website performance;
  • conversion activity; and
  • the effectiveness of marketing or advertising.

We may also work with advertising platforms to measure or deliver advertising, subject to applicable law and available privacy choices.

We may provide aggregated or de-identified information to advertisers or business partners.

We do not sell identifiable lists of customer personal information to advertisers for their unrelated independent marketing.

Where disclosure of identifiable personal information for a particular marketing purpose requires consent, we will obtain the required consent.

13. Sale of Personal Information

MyChoice does not sell personal information for monetary consideration as a data broker.

Our business model may involve receiving compensation from insurers, brokerages, lenders, financial institutions, vendors or referral partners when a user is referred to or obtains a product or service.

Providing information to a provider in order to fulfill a quote, referral or Service requested by you is distinct from selling a list of personal information for unrelated use.

14. Marketing Communications

Where permitted by law and where the required consent exists, we may send information about products or Services that may be of interest to you.

You can unsubscribe from promotional emails using the unsubscribe link contained in the email.

You can opt out of applicable text communications using the unsubscribe mechanism provided, including replying STOP where supported.

Withdrawing marketing consent does not necessarily prevent us from sending communications that:

  • you specifically requested;
  • relate to an ongoing transaction or Service;
  • confirm an unsubscribe request; or
  • are otherwise permitted or required by law.

15. De-Identified and Aggregated Information

We may create aggregated, statistical or de-identified information that does not reasonably identify an individual.

Subject to applicable law, we may use such information for purposes such as:

  • analytics;
  • research;
  • reporting;
  • benchmarking;
  • security;
  • service improvement; and
  • product development.

Where information has been de-identified, we take reasonable measures appropriate to the circumstances to prevent inappropriate re-identification.

16. Data Retention

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected and to satisfy legitimate:

  • legal;
  • regulatory;
  • insurance-industry;
  • accounting;
  • fraud-prevention;
  • security;
  • contractual;
  • dispute-resolution; and
  • recordkeeping requirements.

Retention periods may differ depending on the information and Service involved.

Information we may retain includes:

  • quote records;
  • referral records;
  • communication records;
  • conversation history;
  • consent records;
  • opt-out records;
  • security logs;
  • audit records; and
  • records required by law or regulation.

When personal information is no longer required, we may securely destroy, delete or de-identify it in accordance with applicable requirements and our retention practices.

An opt-out or suppression record may be retained even after other information has been deleted where needed to ensure that we continue to respect your communication preference.

17. Security

We use administrative, technical and physical safeguards designed to protect personal information against:

  • unauthorized access;
  • disclosure;
  • alteration;
  • loss;
  • misuse;
  • copying; and
  • destruction.

Depending on the circumstances, safeguards may include:

  • encryption;
  • access controls;
  • authentication;
  • monitoring;
  • logging;
  • network protections;
  • employee and contractor controls;
  • vendor-management controls; and
  • security procedures appropriate to the sensitivity of the information.

No online system, network or transmission method is completely secure, and we cannot guarantee absolute security.

If an incident involving personal information occurs, we will take the steps required by applicable law.

18. Your Privacy Rights and Choices

Subject to applicable law, you may have rights relating to your personal information, including the ability to:

  • request access;
  • request correction;
  • withdraw consent where processing depends on consent;
  • update communication preferences;
  • request deletion or other action where applicable; and
  • make a complaint about our privacy practices.

We may need to verify your identity before fulfilling certain requests.

Applicable law may permit or require us to decline access to certain information, including information:

  • protected by solicitor-client privilege;
  • relating to another individual;
  • subject to legal restrictions; or
  • otherwise exempt from disclosure.

If we cannot satisfy a request, we will provide an explanation where required.

Withdrawal of consent does not affect processing that occurred before the withdrawal and may not apply where information must be retained or processed for legal, regulatory or other permitted purposes.

If withdrawing consent prevents us from providing a Service you requested, we will explain that consequence where appropriate.

19. Information About Other Individuals

Some Services may allow or require you to provide information about another individual, such as:

  • an additional driver;
  • spouse;
  • household member;
  • property owner; or
  • other person relevant to a quote.

You should provide another individual’s personal information only where you are authorized or otherwise legally permitted to do so.

We use such information for purposes connected to the product or Service for which it was provided and as otherwise permitted by law.

20. Children

The Services are not directed to children under 13 and we do not knowingly seek personal information from children under 13.

Where an individual is not legally capable of providing valid consent on their own, consent should be provided by a parent, guardian or other authorized person where required.

If we learn that we have collected information from a child in circumstances where we should not have done so, we will take appropriate steps.

21. Third-Party Websites and Services

Our Website may contain links to third-party websites, applications, social networks, insurers, brokerages, lenders and other services.

Those organizations may collect and process information independently under their own privacy policies.

MyChoice does not control their independent privacy practices.

We encourage you to review the privacy policy and terms applicable to any third-party service you use.

Your use of MyChoice’s own Services remains subject to our Terms of Use.

22. Legal, Regulatory and Corporate Disclosures

We may disclose personal information where required or permitted by law, including:

  • in response to a court order;
  • to comply with legal process;
  • in response to an authorized government or regulatory request;
  • to investigate fraud or security incidents;
  • to protect the rights, property or safety of MyChoice or others;
  • to establish, exercise or defend legal rights; or
  • to enforce our Terms of Use and other agreements.

Information may also be transferred in connection with a proposed or completed:

  • merger;
  • acquisition;
  • financing;
  • reorganization;
  • sale of assets; or
  • similar corporate transaction,

subject to applicable legal requirements and appropriate safeguards.

23. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to:

  • our Services;
  • technology;
  • business practices; or
  • applicable requirements.

The “Last Updated” date at the beginning of this Policy indicates the most recent revision.

Where required by applicable law, we will provide additional notice of material changes.

If a proposed change involves a materially new use or disclosure of personal information for which additional consent is required, we will seek that consent rather than relying solely on continued Website use.

24. Contact Us and Our Privacy Officer

Questions, requests, complaints or concerns about this Privacy Policy or our handling of personal information may be directed to:

Privacy Officer
MyChoice Financial Inc.
29 Fraser Ave., Suite 4
Toronto, Ontario M6K 1Y7
Canada

Email: info@mychoice.ca

Please use the subject line “Privacy Policy Inquiry” for privacy-related email requests.

We have procedures for responding to inquiries and complaints relating to our privacy practices.

If you are not satisfied with our response, you may also have the right to contact the Office of the Privacy Commissioner of Canada or an applicable provincial privacy regulator.