Legal · Last updated: October 2, 2026

Privacy policy

People come to this site at hard moments, so we collect as little as we can. This page explains exactly what we do collect, who handles it, and how to ask us to change or delete it.

The short version

We do not run ads or use advertising trackers.
We use Google Analytics to see which pages help. In the UK, EU and Switzerland it sets no cookies unless you agree, and you can change your choice any time with "Cookie settings" at the bottom of every page.
Our free tools run in your browser. What you type into them is not sent to our servers.
If you join our email list, we store your email address so we can send you the checklist and our emails.
If you buy something, Stripe takes your card details and we keep a record of the order.
We never sell or share your email address or personal information.
You can ask us for a copy of your data, or to delete it, at privacy@endoflifetools.com.

1. Who we are

End of Life Tools ("we", "us") runs endoflifetools.com, a US website with guides, free tools and printable planning kits for funerals, costs, veterans' benefits, wills and estates. The site is founded and edited by Matt Morgan.

For any privacy question or request, email privacy@endoflifetools.com.

2. What we collect and why

When	What we receive	Why
You browse the site	Page views and actions such as starting a checkout, the referring site, approximate location (country or city), device and browser type. Vercel Web Analytics collects this without cookies; Google Analytics may use cookies (see section 3). Our host also keeps short-term server logs, including IP addresses.	To see which pages help, keep the site fast, and protect it from abuse.
You arrive through a partner's link	The partner's referral code, kept in a cookie on your device for 60 days, and a daily count of visits per partner.	To credit the partner who recommended us if you buy. Partners never see your name, email or what you bought.
You use a free tool	Nothing. Tools run in your browser. Some save your progress in your browser's local storage on your own device.	So you can pick up where you left off without an account.
You sign up for the free checklist	Your email address, the page you signed up from, and the dates of sign-up and any later changes.	To send the checklist and our emails.
You buy a kit or the Simple Will Maker	From Stripe: your name, email, billing country, the product and the amount. Card details go to Stripe, not to us.	To deliver your purchase, keep accounting records and re-send downloads.
You download a file	A log of the order, file and time of each download.	To prevent abuse and link-sharing.
You apply to our partner program	Your name, email address, website, a description of your audience and the email address for payouts.	To review your application and to credit and pay your commissions.
You write to us	Your email address and whatever you tell us.	To reply and to fix problems.

We do not ask for, and you should not send us, Social Security numbers, bank details or medical records.

3. Cookies, analytics and advertising

No advertising. We removed Google AdSense and all advertising cookies. We do not show ads and do not use advertising or retargeting trackers.

Vercel Web Analytics and Speed Insights. Vercel Web Analytics is cookie-free and reports aggregated page views, referrer, country, device type and browser type without tracking you across other sites. Speed Insights collects anonymous performance measurements such as how quickly pages load.

Google Analytics. We use Google Analytics 4 to understand how people find the site, which pages and tools they use, and whether a checkout was started or completed (for purchases: the order number, product and amount, never your name, email or card). We have switched off Google signals, advertising features and ad personalization, and Google Analytics does not log or store IP addresses. We remove download links' security tokens, checkout session IDs and email addresses from page addresses before anything is sent. Google keeps this data for 14 months.

Your choice. In the UK, the EU, the European Economic Area and Switzerland, Google Analytics sets no cookies unless you choose "Allow analytics". Until then, or if you decline, Google may receive basic signals without cookies, such as the page viewed and your choice, which do not identify your browser. Elsewhere, analytics cookies are on by default. Wherever you are, you can change your choice at any time with "Cookie settings" at the bottom of every page, and we treat a Global Privacy Control signal from your browser as a choice to turn analytics cookies off.

Cookies and local storage we use:

_ga and _ga_* (Google Analytics) tell visits from the same browser apart. They last up to two years and, in the UK, EU, EEA and Switzerland, are only set if you allow analytics.
eolt_ref is set only if you arrive through a partner's link. It holds the partner's code, nothing about you, and expires after 60 days.
Local storage on your device holds your analytics choice, tool progress and, if you buy the Simple Will Maker, an unlock token. That data stays on your device. You can clear it from your browser settings at any time.

Partner links. If you click a link labeled "Partner" and go to another company's website, that site may set its own cookies. See How we make money. Their policies apply there, not ours.

4. Free tools and the Simple Will Maker

Free tools, checklists and calculators work entirely in your browser. Nothing you type into them is sent to or stored by us.

The same is true of the Simple Will Maker. Your answers stay in your browser's local storage and are never sent to or stored by us. After a purchase, an unlock token is stored locally so the tool recognizes that you paid. Because we do not have your answers, we cannot recover them: if you clear your browser data or switch devices, save or print your will first.

5. Our emails

When you sign up for the free after-death checklist, we store your email address, the sign-up source and dates in our database (Convex) and our email provider (Resend). We send the checklist, then a short series of four practical emails over about two weeks, then only occasional important updates. Every email has a one-click unsubscribe link. You can also use the unsubscribe page. We never sell or share email addresses.

6. Purchases and downloads

Payments are processed by Stripe. Card details go directly to Stripe and never reach our servers. From Stripe we receive your name, email address, billing country, the product and the amount.

We keep order records in Convex for accounting and so we can re-send your downloads. Download links are emailed through Resend, are signed, and expire after 7 days; you can get fresh links at /downloads. Files are stored with Cloudflare R2. We log download events (order, file and time) to prevent abuse.

We do not sell your personal information and we do not share it for advertising. We use these service providers to run the site:

Vercel: hosting, cookie-free analytics, performance metrics and short-term server logs.
Google: website analytics (Google Analytics 4), with advertising features switched off.
Convex: our database for email sign-ups, order records and partner program records.
Resend: sending our emails and download links.
Stripe: payment processing.
Cloudflare R2: storage for downloadable files.

These providers process data only to provide their service to us. They are based in, or process data in, the United States. We may also disclose information if the law requires it or to protect the site and its users from fraud or abuse.

8. How long we keep data

Email addresses: until you unsubscribe and ask us to delete them, or we stop sending the series.
Order records: as long as we need them for accounting, tax and refund purposes.
Download logs and server logs: a limited time for security and abuse prevention.
Google Analytics data: 14 months, then deleted automatically.
Partner referral cookie: 60 days. Partner program records: while you are a partner, then as long as we need them for accounting.
Correspondence: as long as needed to deal with your question.

Unsubscribing stops the emails. To have your record erased, email privacy@endoflifetools.com.

9. Security

We use reputable providers, encrypted connections and signed, expiring download links. No system is perfectly secure, so we keep what we hold to a minimum. If something goes wrong that affects you, we will tell you as the law requires.

10. Your rights

Everyone. You can ask us what we hold about you, to correct it, or to delete it.

UK and EU (GDPR and UK GDPR). You have the right of access, correction, deletion, objection and portability. Where we rely on consent (for example, email sign-up) you may withdraw it at any time. Our legal bases are your consent for email sign-up and analytics cookies, performance of a contract for purchases and the partner program, and our legitimate interests in running and securing the site. You can also complain to your local data protection authority.

California (CCPA and CPRA). You have the right to know what personal information we collect and use, to delete it, and to correct it. We do not sell or share personal information as those terms are defined in California law, and we will not discriminate against you for making a request.

To make a request, email privacy@endoflifetools.com from the address we hold for you. We may need to confirm it is you before acting. We aim to respond within 30 days.

11. Children

This site is not directed at children under 16, and we do not knowingly collect their personal information. If you think a child has given us their details, email us and we will delete them.

12. International visitors

Our service providers, including Google, are in the United States. If you visit from outside the US, your information will be transferred to and processed in the US.

13. Do Not Track and Global Privacy Control

We do not sell your information, use it for targeted advertising or track you across other sites. If your browser sends a Global Privacy Control signal, we treat it as a choice to turn off Google Analytics cookies, unless you later choose "Allow analytics" in Cookie settings. The older Do Not Track setting has no agreed meaning, so we do not act on it separately.

14. Links to other sites

Guides link to government agencies, partners and other sites. We do not control their privacy practices. Read their policies before sharing information.

15. Changes to this policy

If we change how we handle personal information, we will update this page and the date at the top. For material changes affecting email subscribers or customers, we will also email you.

16. Contact

Privacy requests: privacy@endoflifetools.com
General questions and orders: support@endoflifetools.com