Lemonade’s Data Privacy Pledge

TL;DR: We will never, ever, sell your data to anyone.



In light of growing concerns about companies selling customers’ private data, we thought this would be a good opportunity to tell you about what types of data we collect, why we collect it, and what we do with it.

Data is important. In fact, it’s the foundation on which most of the technology we’ve grown to love is built. Without it, services like ride sharing and music streaming wouldn’t exist. Data is what lets companies like ours personalize their service, making it instant, fun, and hassle free.

We use data to personalize coverages, pay claims in seconds, prevent fraud, help our users perform instant changes to their policy, collect payments, and improve our advertising. But, what we don’t do, and never will, is sell your private information.

The data we require to provide our insurance services includes personal info that can identify you or be linked to you, such as your name, address, email, date of birth, social security number (only in cases that we explicitly ask for it), basic employment information, and your IP address. A full list of the categories of info we collect and don’t collect can be found below.

Here’s how we may use your data:

Using our online services

We collect anonymous website traffic to help us analyze performance in certain markets and improve our ad efficiency. We may use the technical information and related data as described below to improve and offer you content, products, or services. For example, we evaluate the efficiency of ad campaigns by tracking visits to Lemonade from these campaigns. We’re using secure, industry-standard, third-party tools to analyze this data.

Obtaining insurance quotes

To be able to offer the best coverage at the right price, insurance companies evaluate the risks involved. For example, to be able to insure a home, we collect the property’s exact address as well the customer’s name so we can get their insurance history. If you’re an enrolled driver on a Lemonade car policy or voluntarily activated location services on our app (“Car User”), your usage of our app and your driving habits (“Driving Data”) will be used to analyze and evaluate your risk profile, which may ultimately be used as one of the determining factors of your premium. To the extent allowed by law, your policy may be declined, cancelled, or non-renewed based solely on your, or other drivers’ Driving Data. We may, in some cases, require personal, identifiable information such as full name, date of birth, driver’s license and social security number.

Fighting fraud

To be able to detect potential fraud attempts, we may collect past property or personal insurance history, as well as things like criminal background information.

Paying for, and using insurance

To evaluate risk, we may ask for documents, pictures as well as other information for proving ownership, condition and value. When buying a policy, we use a third-party vendor to securely collect credit card information to handle payments.

Filing claims

To be able to review claims, we ask users to provide various documents in the form of videos, pictures, signatures, receipts, appraisals, and so on. To pay claims we require bank account details, as well as personally verifiable info such as the claimant’s social security number. If you are enrolled on a Lemonade car policy, Driving Data for each driver may be helpful in determining the cause of a loss. We may review this data as part of our investigation and review of a claim, as well as for improving our systems and services. The Driving Data may be sought by third parties, such as opposing parties in a civil lawsuit or by police when investigating a claim.

Pricing and underwriting

We may use Driving Data to develop new insurance products and services, improve the accuracy of our rates, and optimize our underwriting. From time to time, Driving Data may be provided to state insurance departments or third party service providers, on an aggregated and anonymized basis.

Cookies and first/third-party tracking

“Cookies” are small bits of info that a website sends to a computer’s hard drive when a website is viewed. We use cookies and clear GIFs. We participate in behavior-based advertising which means a third party uses tech (like a cookie or web beacon) to collect info about your use of our website so that they can provide ads tailored to your interests on our site or other sites.

Marketing and advertising

We may use Cookies to help us optimize our digital campaigns, and to allow our customers to have a more personalized experience when coming back to our website.

Crash assistance

We may also use Driving Data to identify possible crashes and emergency situations and may proactively reach out to assist.

We will always maintain our commitment to protecting your privacy

If there are changes to our privacy pledge, or (god forbid) a breach to your data, we will make sure to notify you via email, regular mail, or phone - as required by law. The data and information we collect is processed and analyzed using secure, industry-standard, internal and third-party tools.

Here’s what we do and don’t collect:

Type of dataCollected and required to provide our servicesSold to a third party (TL;DR: Never gonna happen)May be shared with a third party to improve our services
Images, audio and video recordings
Bank account numberClaim paymentsSecure payment processing
Biometric information (such as voice, handwriting and facial recognition, excluding behavioral characteristics, like driving behaviors, etc.)
Characteristics of protected classifications (e.g., age, sex, race, ethnicity, physical or mental handicap, etc.)Age, genderAnalytics providers
Commercial information (e.g., products or services purchased, or other purchasing or consuming histories or tendencies)
Credit card numberSecure payment processing
Debit card numberSecure payment processing
Driver’s License Number / State IDCar users, Term Life applications, and rarely during claimsAuthentication
Driving Behaviors (e.g., speed, distance, hard breaks)Car User only
Driving Distractions (e.g., your mobile phone usage while driving)Car User only
Education
Electronic network activity (e.g., browsing history)Only on our website / appsAnalytics providers
Email address
Employment/Employment HistoryDuring claimsClaim support services, authentication
Geolocation dataAnalytics providers
Health insurance informationSometimes during claims
Identifiers (e.g., name or alias)Claim support services
Location and Driving DistanceCar User only
Insurance Policy NumberClaim support services
Medical informationOnly for Term Life applications, and rarely during claimsClaim support services
National origin, citizenship, immigration statusCar User only
Non-Driving Behavior (e.g. being a passenger or using other modes of transportation)Term Life Only
Online identifier (e.g. IP address)Analytics providers
Other financial informationSometimes during claims
Passport NumberRarely during claims
Physical CharacteristicsTerm Life Only
Postal address
Signature
Social Security NumberWe may ask for it sometimes, mostly the last 4 digits.Claim support services and insurance background check
Technical Data and Related Information (e.g. technical information about your smartphone, how you use our app, etc)
Telephone NumberClaim support services
Transaction informationPayments processors

If you’re into legalese, this part’s for you

In parallel to this Privacy Pledge, Lemonade also follows state laws implementing the Gramm-Leach-Bliley Act’s (GLBA) notification requirements. You may exercise your privacy rights without fear of discrimination. To request to access, change, or delete your data, email us at [email protected] or call us toll-free at 844-733-8666.

FOR CALIFORNIA RESIDENTS: This California Information Sharing Disclosure is provided to comply with the California Consumer Privacy Act, codified at California Civil Code Sections 1798.100 t hrough 1798.199 (CCPA), and supplements the Lemonade Privacy Policy to which it is appended. Sections 1798.115(c), 1798.130(a)(5)(c), 1798.130(c), and 1798.140 of the CCPA indicate that organizations should disclose whether the following categories of personal information are collected, transferred for “valuable consideration,” or transferred for an organization’s “business purpose” (as those terms are defined under California law). The table above indicates the categories of personal information we collect and transfer in a variety of contexts. Please note that because this list is comprehensive, it may refer to types of information that we collect and share about people other than you. As a California resident you also have the right to request the categories and specific pieces of personal information we have collected about you, the right to request its deletion, and the right to not be discriminated against for exercising your rights. to types of information that we collect and share about people other than yourself.

For residents of the EU / EEA

Effective Date October 19th, 2021
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