Privacy Policy

Firmatics is a market intelligence platform for the U.S. personal injury law ecosystem, operated by Firmatics LLC (Lafayette, Colorado). This policy explains what information we collect, how we use it, and the choices you have.

Who this applies to

This policy covers visitors to firmatics.com, customers of Firmatics products (community, intelligence, advisory, agency), and third parties whose publicly available professional information appears in our database.

Information we collect from you

• Account information, name, email, firm or company name, role, and any information you add to your profile when you sign up through Clerk, our authentication provider.
• Billing information, processed by Stripe. We do not see or store your full payment card details.
• Communications, messages you send us through forms, email, or community channels.
• Usage data, pages visited, features used, and actions such as opening a guide or creating an account. We measure this with Google Analytics and with Meta's pixel and Conversions API, as described under Advertising and analytics. We do not sell this data.

Information we publish about third parties

A core part of the Firmatics product is a structured database of U.S. personal injury law firms, attorneys, and adjacent vendors. This data is assembled from publicly available sources, firm websites, bar association directories, licensed data providers, court records, review platforms, and professional listings.

We do not publish non-public personal information about individuals. We do publish information about the professional activity of firms and licensed attorneys (for example, firm size, practice areas, office locations, marketing presence, and longitudinal metrics). If you are a lawyer or firm owner and believe information we publish about you is inaccurate, incomplete, or should not be listed, email privacy@firmatics.com and we will review and respond.

How we use information

• To provide and improve the Firmatics platform and our services.
• To respond to your questions and support requests.
• To send relevant service messages, briefs, and community updates you've opted in to.
• To prevent fraud and enforce our terms.
• To comply with legal obligations.

We do not sell your personal information, and we do not use customer data to train public AI models.

Who we share information with

We share information with vendors who help us operate the platform, under contract, and only as needed to deliver our services. Current sub-processors include:

• Clerk, authentication
• Stripe, billing and payments
• Google Cloud, hosting and database (U.S. regions)
• Cloudflare, DNS, CDN, and edge delivery
• Anthropic, AI processing where applicable (we do not use OpenAI)

We also share the measurement data described under Advertising and analytics with Google and Meta.

We may also disclose information to comply with law, respond to lawful requests, or protect the rights and safety of Firmatics, our customers, or the public.

Advertising and analytics

We measure with Google and Meta, on firmatics.com and on app.firmatics.com:

• Google Analytics, loaded through Google Tag Manager. It counts visits and actions such as opening a tool or creating an account. In the app it also receives your account number, never your name or email, so we can see how the tools are used.
• The Meta (Facebook) pixel, on every page of firmatics.com and on four pages of the app: sign-up, the first page you see after creating an account, Audits, and the page where you book your free Coaching hour. It tells Meta about visits and actions such as reading a guide, creating a free account, booking a free Coaching hour or buying an audit, so we can see how our ads perform.
• Advanced matching, a feature of the Meta pixel. When you type information such as your name or email address into a form on a page where the pixel runs, such as our sign-up form, the pixel turns it into a hashed code in your browser and sends that code with the event. Meta uses the code to match the action to a Meta account, so we can count how many people who saw our ads went on to sign up. Meta says it discards the hashed code after matching.
• The Meta Conversions API, which our server uses to tell Meta about three actions directly: when you create an account, book a free Coaching hour, or start paid Coaching. With each one it sends hashed codes of your email address, name and account number, the same kind of code advanced matching makes, plus your IP address when we have it, your browser type and the ids Meta's cookies set in your browser. Meta uses them to match the action to a Meta account, so an ad is still counted when a browser blocks the pixel.

Beyond those hashed codes, what we send Meta describes the action, such as which page you signed up from or which audit you bought. We never send Meta your name, email or phone number in readable form. Neither Google Analytics nor the pixel runs on private links we send you, such as a link to a shared report.

When you create an account, we keep a record with it of how you found us: the campaign tags on the link you followed (for example, which ad it was), the first firmatics.com page you visited, the site that sent you there (its name only, never the full address), your browser type and the ids Meta's cookies set. We use it to see which ads and pages bring in members, and for the Conversions API events above. We do not keep your IP address.

Your choices: you can turn off ads based on this activity in Meta's ad preferences at facebook.com/adpreferences, opt out of Google Analytics with Google's browser add-on at tools.google.com/dlpage/gaoptout, or block the pixel and Google Analytics with your browser's tracking protection or a content blocker. Our pages keep working if you do. The Conversions API events come from our server, so a browser blocker does not stop them; Meta's ad preferences still apply to them.

Results from our free tools

Some free tools in the app, starting with the Speed-to-Lead check, read a file you choose, such as your phone log. The file is read in your browser. It is never uploaded to Firmatics, and we never see its rows.

When you finish, the tool saves a summary of your result to your account, so you can come back to it. The summary holds only:

• the date range the file covers and the name of your phone system;
• counts of calls, and the share a person picked up, in open hours and after hours;
• how many missed callers there were, how long they waited for a call back, and how many had no call back found;
• your answers to the tool’s questions, notes about the file’s data quality, including whether you changed its time zone, and where the tool suggests you start;
• for the 10-minute test, the three times you recorded, or a short note such as “no answer” when there wasn’t a time.

We never save names, phone numbers, any row of your file, the time of any single call, or the file itself.

Our team can see saved results, with your firm name and account email, so we can follow up and offer help.

To stop saving, untick the save box on the result screen. That deletes the saved result right away. To delete any other saved result, email privacy@firmatics.com.

Partners and member perks

Firmatics has commercial arrangements with some partners. Member perks are negotiated for you and never change what our audits recommend.

Cookies

We use cookies for sign-in sessions on app.firmatics.com and for measurement. Google Analytics and the Meta pixel set their own cookies on firmatics.com and app.firmatics.com, to recognize a returning browser and to connect an ad click to a later sign-up. To carry the campaign tags of your visit to sign-up, firmatics.com keeps them in your browser's session storage until you close the tab, and app.firmatics.com keeps them in its own cookie for up to 7 days. We do not sell your data. Your choices are listed under Advertising and analytics.

Your choices

• Access & correction, you can view and update account information from your profile, or email us.
• Deletion, you can request deletion of your account and associated personal information by emailing privacy@firmatics.com.
• Email preferences, unsubscribe links are in every marketing message.
• California & other U.S. state privacy rights, residents of California, Colorado, Virginia, and other states with comprehensive privacy laws have additional rights (to access, correct, delete, and limit certain uses of personal information). Email us to exercise them.

Data retention

We retain personal information only as long as needed to provide the service, comply with legal obligations, and resolve disputes. You can request deletion at any time; some information (for example, invoicing records) may need to be retained to meet tax or regulatory requirements.

Security

We protect information with industry-standard controls, encryption in transit, encryption at rest for our primary database, role-based access, audit logging, and a policy of least privilege. No online service is perfectly secure, but we take our role as a custodian seriously.

Children

Firmatics is a professional service and is not directed to anyone under 18. We do not knowingly collect information from children.

Changes to this policy

We may update this policy as the product and our practices evolve. Material changes will be announced on this page with an updated date.

Contact

Questions, requests, or complaints about privacy? Email privacy@firmatics.com, or write to us at:

Firmatics LLC
Attn: Privacy
Lafayette, CO, USA