1. Introduction
Private Lane Advisory Inc. (“Private Lane Advisory,” “PLA,” “we,” “us,” or “our”) respects the privacy of individuals who visit our website, contact our firm, or inquire about our employee benefits, group retirement, and insurance advisory services.
This Privacy Policy explains how we collect, use, disclose, safeguard, retain, and otherwise handle personal information in connection with our website and related inquiries.
Our website is located at https://privatelaneadvisory.com.
Private Lane Advisory is based in Alberta, Canada. Our handling of personal information is subject to applicable privacy laws, including Alberta's Personal Information Protection Act (PIPA) and, where applicable, the federal Personal Information Protection and Electronic Documents Act (PIPEDA).
This policy principally addresses website visitors and prospective clients. Additional privacy notices, disclosures, or consent procedures may apply when a person becomes a client or participates in an insurance, employee benefits, or group retirement application or service process.
2. Personal Information We Collect
We may collect personal information that you voluntarily provide when contacting us or completing an inquiry form on our website.
Depending on the form and information you choose to provide, this may include:
- Your name
- Work email address
- Telephone number
- Company or organization name
- Your role or relationship to the organization
- General information about your business, employee benefits, retirement program, insurance needs, or reason for contacting us
- Any other information you choose to include in your inquiry
Some website forms may ask for limited additional business or plan context relevant to a particular inquiry.
We may also receive technical information associated with the operation and security of our website, such as IP addresses, browser information, device information, pages requested, timestamps, and error or security events, depending on our hosting configuration and any technologies enabled on the website.
Please do not submit sensitive personal information through a general website inquiry form. This includes medical information, personal health histories, employee census files, dates of birth, government identification numbers, financial account details, or individual insurance application information.
If more detailed information is required to evaluate your situation, we will explain the appropriate process for providing it.
3. How We Use Personal Information
We collect and use personal information for reasonable purposes connected with our business activities, including to:
- Respond to inquiries and requests for information
- Contact you regarding a requested discovery conversation or service discussion
- Understand the nature of your business or advisory inquiry
- Arrange follow-up communications and proposed appointment dates
- Direct inquiries to the appropriate PLA service or contact
- Communicate about services you have specifically requested
- Maintain necessary business correspondence and records
- Operate, maintain, troubleshoot, and protect our website and communications systems
- Detect, investigate, and prevent spam, fraud, misuse, or unauthorized activity
- Meet applicable legal, regulatory, professional, and recordkeeping obligations
We limit our collection and use of personal information to purposes that are reasonable and appropriate in the circumstances.
Submitting a website inquiry does not constitute an insurance application, establish an advisory engagement, or authorize PLA to obtain confidential employee, financial, or insurance records.
4. Consent and Your Choices
We obtain consent for the collection, use, and disclosure of personal information where required by applicable law.
When you voluntarily submit a website inquiry, we use the information provided to respond to your request and undertake reasonably related follow-up activities.
We will seek additional consent where required for other purposes, particularly where sensitive information or uses outside the original inquiry are involved.
You may withdraw consent to certain uses or disclosures by contacting us, subject to applicable legal or contractual limitations and reasonable notice.
Withdrawing consent may affect our ability to respond to or continue handling a request.
5. Email Communications and Marketing
If you contact Private Lane Advisory through our website, we may respond to your inquiry by email, telephone, or another contact method you provide.
We distinguish between communications requested as part of an inquiry or service relationship and separate promotional communications.
Where we send commercial electronic messages subject to Canada's Anti-Spam Legislation (CASL), we will comply with applicable consent, identification, and unsubscribe requirements.
We will not treat a general benefits-review or contact inquiry as automatic consent to receive unrelated promotional email campaigns.
Where applicable, individuals may withdraw from marketing communications using the unsubscribe mechanism provided or by contacting us directly.
6. How We Share Personal Information
We do not sell personal information collected through our website.
We may disclose personal information to third parties where reasonably necessary for the purposes described in this policy, including:
- Technology providers supporting website hosting and operation
- Email delivery and business email service providers
- Authorized service providers that help us manage inquiries and communications
- Professional or technical advisors assisting with legitimate business, security, legal, or compliance matters, subject to appropriate confidentiality obligations
- Regulators, public authorities, or other parties where disclosure is required or permitted by law
Our website and inquiry infrastructure currently uses or is being configured to use the following services:
Vercel: Website hosting and associated technical infrastructure.
Microsoft 365 / Outlook: Business email communications and receipt of website inquiries.
Resend: Transactional email delivery for website inquiry notifications.
These services may process information necessary to provide their respective functions.
We do not authorize service providers to use personal information collected on our behalf for unrelated purposes merely because they support our website operations.
Any future sharing of client or applicant information with insurers, benefits providers, administrators, or other professional parties will be governed by the applicable advisory, application, authorization, and consent processes.
Submitting a general website inquiry does not, by itself, authorize us to submit your information to an insurer or benefits provider for quotation, underwriting, or enrollment.
7. Processing Outside Canada
Some technology service providers used by Private Lane Advisory operate or process information outside Canada, including in the United States.
Information processed outside Canada may be subject to the laws of the country in which it is processed, including lawful access requests by public authorities.
Private Lane Advisory remains responsible for handling personal information in accordance with applicable privacy obligations when using third-party service providers.
If you have questions about our use of service providers outside Canada, you may contact the person responsible for privacy inquiries using the contact information below.
8. Information Security
We recognize the importance of protecting personal information against unauthorized access, loss, misuse, disclosure, alteration, or destruction.
We use administrative, technical, and organizational safeguards appropriate to the nature and sensitivity of the information involved.
These safeguards are reviewed in light of our technology, operations, and applicable obligations.
No website, electronic transmission, or information storage system can be guaranteed to be completely secure.
For this reason, we ask that sensitive personal, medical, employee-level, and financial information not be submitted through general website forms or ordinary email unless an appropriate method has been established.
If you believe information you provided to us may have been compromised, please contact us promptly.
9. Retention of Personal Information
We retain personal information only for as long as reasonably necessary to fulfill the purposes for which it was collected, meet legitimate business requirements, and comply with applicable legal or regulatory obligations.
Retention periods may vary depending on the nature of the information, the purpose of the inquiry, whether a client relationship is established, and any applicable recordkeeping requirements.
Website inquiries that do not result in an advisory relationship may be handled differently from client, insurance application, or regulatory records.
When personal information is no longer required, we take appropriate steps to securely delete, destroy, or anonymize it, subject to applicable requirements and technical limitations.
Third-party service providers may maintain operational records, delivery logs, or backup information in accordance with their service terms and applicable obligations.
10. Cookies, Analytics, and Website Technologies
Our website may use technologies necessary for its operation, security, and performance.
Depending on the tools enabled, these technologies may collect technical information about website visits, browser activity, and interaction with website features.
We plan to use Google Tag Manager to manage website measurement and advertising technologies, including Google Analytics, LinkedIn, Meta, and Google Ads tags. When enabled, these technologies may use cookies, pixels, or similar identifiers to help us understand website activity, assess advertising effectiveness, measure conversions, and support advertising audiences or campaigns. Depending on the configuration, information collected may include device and browser details, IP address, pages viewed, interactions, referral information, and identifiers associated with the relevant platforms. Some of this information may be processed by these third parties outside Canada.
These analytics and advertising integrations are planned and are not represented here as currently active. We will review and update this description to reflect the technologies actually enabled before deployment, including any associated consent choices.
Where consent is required for non-essential tracking or other technologies, we will provide an appropriate choice mechanism.
Your browser may also provide settings for managing certain cookies and tracking technologies.
11. Accessing and Correcting Your Information
Subject to applicable privacy law, you may request access to personal information that we hold about you and ask us to correct information that is inaccurate or incomplete.
You may also contact us to ask questions about our collection, use, disclosure, retention, or protection of your personal information.
We may need to verify your identity before responding to certain requests.
We will respond to privacy requests in accordance with applicable legal requirements, including any permitted exceptions.
To submit a request, contact the person responsible for privacy inquiries using the contact details below.
12. Third-Party Websites
Our website may contain links to websites or services operated by third parties.
We are not responsible for the privacy practices or content of websites we do not control.
We encourage visitors to review the privacy policies of third-party websites before submitting personal information through those services.
13. Privacy Concerns and Complaints
If you have a question or concern about how Private Lane Advisory handles personal information, please contact us first so that we can review and respond to the matter.
If you are dissatisfied with our response, you may have the right to contact the Office of the Information and Privacy Commissioner of Alberta or the Office of the Privacy Commissioner of Canada, as applicable.
14. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our operations, technology, services, legal obligations, or information-handling practices.
Any updated policy will be posted on our website with a revised effective or last-updated date.
Where required by law, we will provide additional notice or seek consent before implementing material changes to how personal information is used or disclosed.
15. Contact Us
For questions about this Privacy Policy, privacy-related requests, or concerns about personal information, please contact:
Private Lane Advisory Inc.
Attention: Cori Gurskey, Privacy Officer
Email: info@privatelaneadvisory.com
Location: Edmonton, Alberta, Canada
Please include “Privacy Inquiry” in the subject line of your email so that your request can be identified and directed appropriately.