Website Privacy Policy
Effective date: October 26, 2026
Asset Planning, Inc. (“Asset Planning,” “we,” “our” or “us”) is a registered investment adviser located at 4281 Katella Avenue, Suite 203, Los Alamitos, CA 90720. This policy explains what information we collect when you visit www.assetplanninginc.com (the “Site”), how we use and share it, and the choices you have.
This policy covers information collected through the Site. If you become a client, our Client Privacy Notice also applies and governs how we protect your non-public personal financial information under the SEC’s Regulation S-P. If the two differ for client information, the Client Privacy Notice controls.
Information we collect
Information you give us. When you complete our questionnaire, send a message through our contact form, schedule a call or email us, we collect what you choose to provide:
Identifiers and contact details: name, email address, phone number, ZIP code
Personal characteristics: age, whether a spouse or partner is involved in your decisions
Financial and planning information: retirement timeline, approximate savings range, goals and priorities, how you manage investments today
Communications: messages you send us, how you heard about us, the call time you book
Please do not send account numbers, Social Security numbers or other sensitive personal information through the Site.
Information collected automatically. When you visit the Site, our website host and the tools described below automatically collect technical information, such as your IP address, browser and device type, pages viewed, the page that referred you, and the date and time of your visit. If you arrive through a link or QR code from one of our mailings, we may also record which mailing brought you to the Site.
How we use information
We use the information we collect to:
Respond to your questions and schedule introductory calls
Understand your goals and decide whether our services are a good fit for you
Send you information you request, and follow up about your inquiry
Operate, secure and improve the Site, including preventing spam and fraudulent submissions
Measure how people find us, including which mailings and pages lead to inquiries
Meet our legal, regulatory and recordkeeping obligations as a registered investment adviser
We do not use your information for automated decisions about you.
How we share information
We do not sell your personal information, and we do not share it with other companies for their own marketing. We share information only as described below.
Service providers. We use companies that help us run the Site and respond to you. They may process your information only on our behalf:
Squarespace: hosts the Site, processes form submissions, provides site analytics and the cookie banner
Google (reCAPTCHA): helps protect our forms from spam and automated abuse
Microsoft 365: delivers form notifications and email, and schedules introductory calls
Legal and regulatory reasons. We may disclose information when required by law, regulation, subpoena or court order, in response to a request from a regulator such as the SEC, or to protect the rights, property or safety of our firm, our clients or others.
Business transfers. If our firm is involved in a merger, acquisition or sale of assets, information may be transferred as part of that transaction, subject to this policy.
Cookies, analytics and Do Not Track
Cookies. The Site uses cookies and similar technologies. Some are necessary for the Site to work and stay secure. Others, used only if you allow them through our cookie banner, help us understand how visitors use the Site. You can change your choice at any time with the “Manage cookies” option on the banner, and you can block or delete cookies in your browser settings. Blocking necessary cookies may stop parts of the Site, such as forms, from working.
Analytics. We use Squarespace’s built-in analytics to see, in aggregate, how many people visit, which pages they view and how they found us. We do not use advertising cookies, advertising networks or social media tracking pixels.
Third-party tracking. Apart from the service providers listed above, we do not allow third parties to collect information about your online activities on the Site over time or across other websites. Google reCAPTCHA collects device and usage information to tell people from bots, and its use is governed by Google’s Privacy Policy and Terms of Service.
Do Not Track. Some browsers send a “Do Not Track” signal. There is no common industry standard for responding to these signals, so the Site does not currently change its behavior when it receives one. Because we do not track visitors across other websites or use advertising trackers, the signal would not change what we collect.
How long we keep information and how we protect it
Retention. We keep information you submit through the Site as part of our business records. If you become a client, we keep your records at least as long as SEC recordkeeping rules require, generally five years or more. If you do not become a client, we may keep your inquiry indefinitely so we have a record of our communications with you; we do not delete website inquiries on a set schedule.
Security. The Site uses encryption (HTTPS) for every page and form, and our host enforces secure connections. We limit access to your information to staff and service providers who need it, and we use physical, electronic and procedural safeguards. No website or email system is completely secure, which is why we ask you not to send account numbers or Social Security numbers through the Site.
Your choices and California privacy rights
Reviewing or changing your information. You may ask us to review, correct or delete information you submitted through the Site by emailing info@assetplanninginc.com or calling (714) 827-5794. We will respond within a reasonable time. We may keep information when we need it for legal, regulatory or recordkeeping purposes.
Marketing. You can ask us to stop contacting you about our services at any time, by email, by phone or by replying to any message we send. To stop receiving mail from us, call (714) 827-5794.
California “Shine the Light.” California residents may ask whether we shared their personal information with third parties for those parties’ own direct marketing in the past year. We do not share personal information for that purpose.
California Consumer Privacy Act. We do not sell or share personal information as those terms are defined under the California Consumer Privacy Act. Information we collect and protect under federal financial privacy law, such as client financial information, is governed by our Client Privacy Notice.
Clients, children and other websites
Clients. If you are a client, see our Client Privacy Notice for how we collect, protect and share your non-public personal financial information, including after your relationship with us ends.
Children. The Site is intended for adults and is not directed to children under 13. We do not knowingly collect personal information from children. If you believe a child has sent us information, contact us and we will delete it.
Other websites. The Site links to other websites, such as our custodian, professional associations and government resources. We are not responsible for their privacy practices, and we encourage you to read their privacy policies.
Changes to this policy
We may update this policy from time to time. When we do, we will post the new version on this page and change the effective date at the top. If we make a material change to how we use or share personal information, we will post a notice on the Site before the change takes effect.
Contact us
Questions about this policy or your information:
Asset Planning, Inc.
4281 Katella Avenue, Suite 203
Los Alamitos, CA 90720
(714) 827-5794 · info@assetplanninginc.com