Privacy Policy

Your privacy matters to us, especially when dealing with sensitive end-of-life planning topics.

Effective Date: February 12, 2025
Last Updated: February 21, 2026

1. Introduction

Welcome to End of Life Tools ("we," "our," or "us"), operated at endoflifetools.com (the "Website"). We understand that end-of-life planning involves deeply personal and sensitive information. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our Website, use our tools, read our articles, or otherwise interact with our services.

By accessing or using our Website, you agree to the terms of this Privacy Policy. If you do not agree with any part of this policy, please discontinue use of our Website immediately.

2. Information We Collect

We may collect information about you in a variety of ways. The information we may collect via the Website includes:

2.1 Information You Provide Voluntarily

  • Contact Information: Name and email address when you submit feedback, contact us, or subscribe to communications.
  • Tool Inputs: Data you enter into our interactive planning tools (e.g., funeral cost calculators, planning checklists). This data is processed in your browser and is not stored on our servers unless you explicitly choose to save or share it.
  • Feedback and Communications: Any messages, suggestions, or other communications you send to us.

2.2 Information Collected Automatically

When you access our Website, certain information is collected automatically, including:

  • Device Information: Browser type, operating system, device type, screen resolution, and language preferences.
  • Log Data: IP address, access times, pages viewed, referring URL, and the page you visit before and after our Website.
  • Usage Data: How you interact with our Website, including which tools you use, articles you read, and features you access.
  • Location Data: General geographic location based on your IP address (country and city level only; we do not collect precise geolocation).
  • Cookie and Tracking Data: Information collected through cookies, web beacons, pixel tags, and similar technologies as described in Section 4.

2.3 Information from Third Parties

We may receive information about you from third-party services, including advertising partners and analytics providers, as described in Sections 5 and 6 below. Third-party vendors, including Google, may collect information about your visits to this Website and other websites in order to provide advertisements about goods and services you may be interested in.

3. How We Use Your Information

We use the information we collect for the following purposes:

  • Providing Services: To operate, maintain, and improve our Website, tools, and content.
  • Communication: To respond to your inquiries, send you updates about our services, and provide customer support.
  • Analytics and Improvement: To understand how visitors use our Website, identify trends, and improve user experience.
  • Advertising: To display relevant advertisements through third-party advertising networks, including Google AdSense (see Section 5).
  • Legal Compliance: To comply with applicable laws, regulations, and legal processes.
  • Security: To detect, prevent, and address technical issues, fraud, and security threats.

4. Cookies and Tracking Technologies

Our Website uses cookies and similar tracking technologies to enhance your browsing experience, analyse site traffic, and serve personalised content and advertisements. A cookie is a small data file stored on your device when you visit a website.

We use both first-party cookies (set by endoflifetools.com) and third-party cookies (set by our advertising and analytics partners, including Google). Third-party cookies allow those parties to recognise your browser across websites and build a profile of your browsing activity in order to serve you more relevant advertisements.

4.1 Types of Cookies We Use

  • Strictly Necessary Cookies: Essential for the Website to function properly. These include cookies that remember your preferences (e.g., theme settings, popup dismissal states). These cannot be disabled.
  • Performance and Analytics Cookies: Help us understand how visitors interact with our Website by collecting and reporting information anonymously. These cookies help us improve the Website's structure and content.
  • Advertising Cookies (Third-Party): Used by our advertising partners (including Google AdSense) to deliver advertisements relevant to you and your interests. These cookies track your browsing activity across websites to build a profile of your interests. Google's advertising cookies, including the DoubleClick/DART cookie, enable Google and its partners to serve ads to you based on your visits to our Website and other websites across the Internet (see Section 5 for more details and opt-out options).
  • Functionality Cookies: Allow us to remember choices you make (such as dismissed notifications or tool preferences) and provide enhanced, personalised features.

4.2 Local Storage

In addition to cookies, we use browser local storage to save your preferences and improve your experience. This includes remembering dismissed popups, theme preferences, and tool inputs. Local storage data remains on your device and is not transmitted to our servers.

4.3 Managing Cookies

Most web browsers allow you to control cookies through their settings. You can set your browser to refuse all or some cookies, or to alert you when cookies are being sent. Please note that disabling cookies may affect the functionality of certain parts of our Website and may prevent personalised advertising from being opted out of properly.

  • Chrome: Settings > Privacy and Security > Cookies and other site data
  • Firefox: Settings > Privacy & Security > Cookies and Site Data
  • Safari: Preferences > Privacy > Manage Website Data
  • Edge: Settings > Cookies and site permissions > Cookies and data stored

5. Advertising

We use third-party advertising companies to serve advertisements on our Website. These companies may use cookies, web beacons, and similar technologies to collect information about your visits to this and other websites in order to provide relevant advertisements about goods and services that may interest you.

5.1 Google AdSense

We use Google AdSense, a third-party advertising service provided by Google LLC, to display advertisements on our Website. Google AdSense uses cookies to serve ads based on your prior visits to our Website or other websites.

Third-party vendors, including Google, use cookies to serve ads based on a user's prior visits to your website or other websites. Google's use of advertising cookies enables it and its partners to serve ads based on visits to your sites and/or other sites on the Internet.

You may opt out of personalised advertising by Google by visiting Google Ads Settings. You may also opt out by visiting www.aboutads.info/choices/ or www.networkadvertising.org/choices/.

For more information about how Google collects and uses data when you use our Website, please review Google's Privacy Policy and How Google Uses Information from Sites or Apps That Use Its Services.

5.2 Opt-Out Options Summary

You have several options to limit or opt out of interest-based advertising:

5.3 Other Advertising Partners

Some of our advertising partners may also use cookies and tracking technologies. Each advertising partner has its own privacy policy governing data collection and use. We encourage you to review the privacy policies of any third-party advertisers whose ads appear on our Website.

6. Analytics

We may use third-party analytics services to help us understand how our Website is used. These services collect information sent by your browser as part of a web page request, including cookies and your IP address. Their use of this information is governed by their respective privacy policies.

7. Third-Party Links

Our Website contains links to third-party websites, including government agencies, non-profit organisations, funeral service providers, and other external resources. These links are provided for informational purposes only. We are not responsible for the privacy practices, security, or content of these third-party websites. Once you leave our Website by clicking a link, you are subject to the privacy policy of that third-party site. We encourage you to review the privacy policies of any third-party sites you visit before providing any personal information.

8. Data Sharing and Disclosure

We do not sell, trade, or rent your personal information to third parties. We may share your information only in the following limited circumstances:

  • Service Providers: With trusted third-party service providers who assist us in operating our Website, hosting our content, or analysing usage data, subject to confidentiality obligations.
  • Advertising Partners: With third-party advertising networks (such as Google AdSense) as described in Section 5, to serve relevant advertisements.
  • Legal Requirements: When required by law, regulation, legal process, or governmental request.
  • Protection of Rights: To protect the rights, property, or safety of End of Life Tools, our users, or the public.
  • Business Transfers: In connection with any merger, acquisition, or sale of assets, your information may be transferred as part of that transaction.

9. Data Security

We implement appropriate technical and organisational security measures to protect your personal information against unauthorised access, alteration, disclosure, or destruction. These measures include:

  • SSL/TLS encryption for all data transmitted between your browser and our servers
  • Secure hosting infrastructure with regular security updates
  • Access controls limiting who can view personal data
  • Regular review of our data collection, storage, and processing practices

However, no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your information, we cannot guarantee its absolute security.

10. Data Retention

We retain your personal information only for as long as necessary to fulfil the purposes for which it was collected, including to satisfy any legal, accounting, or reporting requirements.

  • Contact and Communication Data: Retained for up to 3 years from your last interaction with us, or as required by law.
  • Analytics Data: Aggregated and anonymised analytics data may be retained indefinitely. IP addresses and identifiable usage logs are typically retained for up to 26 months.
  • Advertising Cookie Data: Google AdSense and other advertising partner cookies have their own retention periods, typically 30 days to 2 years. Please refer to each partner's privacy policy for specific retention periods.
  • Local Storage Data: Browser local storage data (preferences, tool inputs) persists on your device until you clear your browser data.

When personal data is no longer needed, we will securely delete or anonymise it. If you request deletion of your personal information, we will process your request within 30 days, except where we are required by law to retain certain data.

11. Your Privacy Rights

Depending on your location, you may have certain rights regarding your personal information:

11.1 General Rights (All Users)

  • Access: Request a copy of the personal information we hold about you.
  • Correction: Request correction of inaccurate or incomplete personal information.
  • Deletion: Request deletion of your personal information, subject to certain legal exceptions.
  • Opt-Out of Marketing: Opt out of receiving marketing communications at any time.
  • Cookie Preferences: Manage your cookie preferences through your browser settings as described in Section 4.3, or opt out of personalised advertising as described in Section 5.2.

11.2 European Economic Area (EEA) and UK Residents — GDPR

If you are located in the EEA or United Kingdom, you have additional rights under the General Data Protection Regulation (GDPR) and UK GDPR, including:

  • Right to Restrict Processing: Request that we limit the processing of your personal data in certain circumstances.
  • Right to Data Portability: Receive your personal data in a structured, commonly used, machine-readable format.
  • Right to Object: Object to processing of your personal data for direct marketing purposes or where we rely on legitimate interests as the legal basis for processing.
  • Right to Withdraw Consent: Where processing is based on consent (e.g., advertising cookies), withdraw your consent at any time without affecting the lawfulness of prior processing. You may withdraw consent for advertising cookies by using the opt-out links in Section 5.2 or managing your browser cookie settings.
  • Right to Lodge a Complaint: File a complaint with your local data protection supervisory authority (e.g., the ICO in the UK, or the relevant Data Protection Authority in your EU member state).
  • Right Not to be Subject to Automated Decision-Making: Not to be subject to decisions based solely on automated processing that produce legal or similarly significant effects.

Our legal bases for processing personal data under the GDPR include: consent (for advertising and non-essential cookies), performance of a contract, compliance with legal obligations, and our legitimate interests in operating and improving our Website.

11.3 California Residents — CCPA/CPRA

If you are a California resident, the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA) grant you additional rights:

  • Right to Know: Request information about the categories and specific pieces of personal information we have collected about you, the sources of that information, the purposes for collection, and the third parties with whom we share it.
  • Right to Delete: Request deletion of your personal information, subject to certain exceptions.
  • Right to Correct: Request correction of inaccurate personal information we hold about you.
  • Right to Opt-Out of Sale or Sharing: We do not sell your personal information for money. However, the use of advertising cookies (including Google AdSense) may be considered "sharing" personal information under the CCPA/CPRA for cross-context behavioural advertising. You may opt out of this sharing by using the opt-out links in Section 5.2 or by managing your browser cookie settings.
  • Right to Limit Use of Sensitive Personal Information: Limit the use and disclosure of sensitive personal information to what is necessary to provide the services you request.
  • Right to Non-Discrimination: We will not discriminate against you for exercising your CCPA/CPRA rights, including by denying services, charging different prices, or providing a different level of service.

To exercise any of these rights, please contact us using the information in Section 15. We will respond to verifiable consumer requests within 45 days. You may designate an authorised agent to submit a request on your behalf.

12. Children's Privacy (COPPA)

Our Website is not directed to children under the age of 13, and we do not knowingly collect personal information from children under 13 in a manner that violates the Children's Online Privacy Protection Act (COPPA). We also do not knowingly allow children under 13 to register or otherwise provide us with personal information.

Our Website is intended for adults dealing with end-of-life planning matters and is not suitable for children under 16. We do not knowingly collect personal information from anyone under 16. If we become aware that we have inadvertently collected personal information from a child under 13 (or 16 where applicable), we will take prompt steps to delete that information.

If you are a parent or guardian and believe we may have collected information from your child, please contact us immediately at privacy@endoflifetools.com and we will work to promptly delete such information.

13. Do Not Track Signals

Some web browsers transmit "Do Not Track" (DNT) signals to websites. Because there is no universally accepted standard for how to respond to DNT signals, our Website does not currently respond to DNT signals. However, you can manage your cookie preferences and opt out of personalised advertising as described in Sections 4.3 and 5.2.

14. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technologies, legal requirements, or other factors. When we make material changes, we will update the "Last Updated" date at the top of this page. We encourage you to review this Privacy Policy periodically to stay informed about how we are protecting your information.

Your continued use of our Website after any changes to this Privacy Policy constitutes your acceptance of the updated policy.

15. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy, our data practices, or to exercise any of your privacy rights, please contact us at:

We will respond to all legitimate privacy requests within 30 days. In certain circumstances, we may need to request additional information to verify your identity before processing your request. If you are an EEA or UK resident and we fail to respond satisfactorily, you have the right to lodge a complaint with your local data protection authority.

Reviewed by licensed professionalsSources include NFDA, FTC & VAUpdated regularly for accuracyIndependent & unbiased