Privacy Policy

Privacy Policy

At Cardinal Financial Company, Limited Partnership, (NMLS ID 66247) dba Peoples Home Equity (“Peoples Home Equity”), we understand the importance of your personal and financial information (“Financial Information”). To protect your Financial Information, Peoples Home Equity has adopted the following privacy policy. By sharing Financial Information with Peoples Home Equity, whether through the Internet, over the phone, or other, you are indicating that you understand and consent to the following.

Because of the financial nature of our business, our websites are not designed to appeal to children under the age of 13. Therefore, we don’t knowingly attempt to solicit or receive any information from children.

Peoples Home Equity will use your Financial Information (such as name, address, social security number, telephone number, email address, etc.) to provide you with the financial services you request, to provide you with information about our financial services and offerings, and for our other everyday business purposes, such as to respond to court orders, comply with regulatory requirements, and conduct internal analysis.

Peoples Home Equity may use your Financial Information or website activity to send you email marketing communications. Peoples Home Equity may also use your Financial Information and website analytics (described below) to deploy targeted digital marketing and targeted offers.  If you do not want to receive these offers or promotions, send an email to [email protected] or call 855.561.4944.

Peoples Home Equity will not sell or share your Financial Information with outside companies for their promotional use. While credit reporting agencies may share your information with other companies when you apply for a home loan, Peoples Home Equity will not do so. You can stop these calls and emails by opting out of these prescreened credit offers, call (888) 567-8688 or visit

Peoples Home Equity may record and save the Financial Information you share with us. We may share that Financial Information, on a confidential basis, to service providers such as title companies, credit reporting agencies, appraisers, and others who we work with in handling your loan (“Service Providers”). If you submit a loan application or a request to be prequalified to us, you authorize us to share your credit report and other Financial Information with our Service Providers for the purpose of processing your loan application or request.

In some instances, third parties (such as consultants, auditors, accountants, attorneys, or software developers) may need to access your Financial Information as part of services that they are providing to Peoples Home Equity. If any such third parties are given access to your Financial Information, they are strictly prohibited from using it for any reason other than to provide the service that Peoples Home Equity requested.

If you call Peoples Home Equity, we may record and/or transcribe the phone call. We do this to help ensure that we are providing you with the best possible customer service.

You may choose what Financial Information to share with Peoples Home Equity; however, some Financial Information may be necessary in order for us to fulfill your request. If you choose not to provide necessary Financial Information, we will not be able to provide you with the requested service.

If Peoples Home Equity is involved in a sale, merger, transfer, exchange, or other disposition, your Financial Information may be transferred to another entity as a part of that process.

In certain situations, Peoples Home Equity may be required to share Financial Information to comply with laws, court orders, subpoenas, search warrants, or law enforcement requests.

Peoples Home Equity takes care to protect the Financial Information you provide us. For Financial Information provided over the Internet, Peoples Home Equity uses both physical and digital security measures to keep your Information safe.

Peoples Home Equity may use “cookies” to help us better understand how customers use our website and to troubleshoot problems with sessions. We may also use cookies to make the experience of using our website easier for our customers. Your browser may be required to accept cookies from Peoples Home Equity in order to use certain features of our website.

Peoples Home Equity may also track usage data, including your IP address, which pages you view, how you came to our site, and other information about your experience with Peoples Home Equity’s website. This information is used to help us understand what parts of our website are most valuable to visitors, and what we can do to improve our website. We may also use cookies, analytics, and other technologies to develop new services, learn about the effectiveness of our advertising, and to learn what Peoples Home Equity offerings may be of interest to you.

Peoples Home Equity uses web analytics services, which currently include Google Analytics and Jornaya.

Google Analytics is a web analytics service provided by Google Inc. Google Analytics uses cookies and similar technologies to analyze how users use the Domains. The information generated about Domain usage (including your shortened IP address) is transmitted to Google in the U.S. This information is used to evaluate visitors’ use of the Domain, compile statistical reports on Domain activity, and provide other services related to the Site and Internet use. Google may also collect information about Domain visitors’ use of other websites. For more information about Google Analytics, or to opt out of Google Analytics, please go to:

Jornaya is a predictive analytics platform that gives us data about where users are clicking on our site. You can visit their privacy policy at:

For more information about how Peoples Home Equity protects your Financial Information, or to get answers to any questions about our privacy policy, email us at [email protected].

California Consumer Privacy Policy & Notice at Collection

The California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA) (the CCPA and CPRA are referred to herein as “California Law”) grants California residents some rights over how Peoples Home Equity manages your “personal information,” which we refer to herein as your Financial Information. The following California-specific privacy policy supplements our general Privacy Policy (set forth above) and serves as our “notice at collection” under California Law. Please be aware the following applies solely to California residents. If you are a California resident applying for a job at Peoples Home Equity or employed by Peoples Home Equity, please review the California Employee Privacy Policy & Notice at Collection.

California Law gives California residents the following rights:

  1. the right to know why we collect Financial Information (including whether we sell it), what we collect, and how we collect it;
  2. the right to have your Financial Information deleted; and
  3. the right to receive equal treatment if you exercise your rights under California Law

Financial Information: Why, What, and How we collect

As set forth more fully in our Privacy Policy, we collect Financial Information in order to conduct our business (making and servicing mortgage loans) and carry out our business purposes. We may share your Financial Information, on a confidential basis, with outside companies, but we DO NOT sell your Financial Information or allow these outside companies (with whom we have shared your Financial Information) to utilize your Financial Information for any reason other than to complete the business purpose for which the information was shared.

Below are the categories (along with examples) of Financial Information we collect and the business purpose(s) for its use:

Category Examples Business Purpose(s)
Identifiers name, alias, address, email Performing services; providing financing and customer service; protecting against fraud
Sensitive information social security number, bank account numbers Performing services; providing financing; protecting against fraud
Protected classifications (under CA or Federal law) age, race, color, ancestry, national origin, citizenship, religion or creed, marital status, medical condition, physical or mental disability, sex (including gender, gender identity, gender expression, pregnancy or childbirth and related medical conditions), sexual orientation, and veteran or military status Performing services; providing financing; protecting against fraud; compliance with mortgage lending laws
Commercial information records of products or services considered or obtained Providing customer service; internal analytics; marketing and advertising
Internet activity browsing history, interactions with our website and advertisements Providing online products and services; performing marketing and advertising
Professional or employment-related information current or past job history or performance evaluations or reference checks Providing financing; servicing accounts; protecting against fraud

As set forth more fully in our Privacy Policy, we generally collect Financial Information directly from you, either through your interactions with our website or employees, during the mortgage application process, or as we service your mortgage loan. We may also collect Financial Information from outside sources, such as your prior mortgage servicer, governmental entities / public records, and internet advertisers and lead generators.

Requests to Know and Delete

As explained in more detail below, in some cases and upon proper request, California residents may be entitled to a report detailing the Financial Information we have collected and shared about them (“Right to Know”) and/or deletion of their Financial Information (“Right to Delete”).

California residents only have the Right to Know or Right to Delete in some cases because California Law does not apply in certain situations. For example, California Law does not apply to Financial Information collected, processed, sold, or disclosed pursuant to the federal Gramm-Leach-Bliley Act (GLBA) or the California Financial Information Privacy Act. This means that Financial Information we collect, store, or share in connection with providing you a financial product or service is exempt, as well of our use of this information for our everyday business purposes (disclosed above).

In order to exercise any Right to Know or Right to Delete you may have, you will need to submit a request to our Consumer Advocacy Department by calling (888) 531-0386 or sending an email to [email protected]. This request will need to be “verifiable,” meaning we must be able to confirm:

  1. you are the California resident; or
  2. you are the California resident’s authorized agent, which will require (i) written evidence of the agent’s authority, which can include a valid power of attorney, and (ii) your personal information, so we can verify that you are the authorized agent.

Peoples Home Equity will attempt to respond to a verifiable consumer request within 45 days of receipt. If we require more time (up to 90 days) we will inform you in writing of the reason for requiring more time and the additional time required to respond.