This Privacy Policy describes how Second Chair Advisory LLC ("Second Chair Advisory," "we," "us," or "our") collects, uses, discloses, and protects your personal information when you visit or use any website, tool, or service operated under the Exit Lab brand, including but not limited to exitlab.com, exitlabhvac.com, exitlabhomecare.com, and any associated subdomains (collectively, the "Platform"). By accessing or using the Platform, you agree to the terms of this Privacy Policy.
Second Chair Advisory LLC is the sole owner and operator of the Exit Lab platform network.
1. Information We Collect
1.1 Information You Provide Directly
When you use our valuation scanner, download a report, request an advisor introduction, or otherwise interact with the Platform, we may collect some or all of the following categories of personal information, depending on the specific tool or scanner version you use:
| Category | Examples |
|---|---|
| Contact Information | Full name, email address, phone number |
| Business Information | Business name, industry, geographic location (including ZIP code), number of employees, years in business, annual revenue range, estimated EBITDA or SDE |
| Owner Information | Owner age or age range, ownership structure (sole owner, partners, family-owned), role in the business |
| Exit Planning Information | Estimated exit timeline, primary motivation for considering an exit, biggest concerns about the exit process, whether the owner has previously spoken with an M&A advisor, desired transaction outcome |
| Readiness Assessment Data | Responses to exit readiness questions, calculated readiness scores, valuation range estimates generated by the Platform |
| Communication Preferences | Whether you wish to be contacted by an advisor, preferred method of contact, opt-in or opt-out selections for follow-up communications |
| Payment Information | If you purchase a premium assessment or paid service, payment card details are processed by our third-party payment processor and are not stored on our servers |
1.2 Information Collected Automatically
When you visit the Platform, we automatically collect certain technical and usage information, including:
| Category | Examples |
|---|---|
| Device and Browser Data | IP address, browser type and version, operating system, device type, screen resolution |
| Usage Data | Pages visited, time spent on each page, referring URL, click patterns, scanner completion status, report download activity |
| Cookie and Tracking Data | Session identifiers, persistent identifiers, analytics tracking data (see Section 7 below) |
| Location Data | Approximate geographic location derived from IP address |
1.3 Information from Partner Scanner Pages
Certain subscribing advisory firms operate co-branded versions of the Exit Lab scanner on custom URLs (e.g., exitlabhomecare.com/partner/firmname or firmname.exitlab.com). When you complete a scanner on a partner scanner page, all information described in Sections 1.1 and 1.2 above is collected by Second Chair Advisory LLC through the same infrastructure as the primary Platform. The subscribing firm's branding appears on the page, but Second Chair Advisory LLC is the data controller for all information submitted.
2. How We Use Your Information
Platform Operations. To operate the valuation scanner, generate your exit readiness report, calculate valuation range estimates, and deliver reports to the email address you provide.
Advisor Introductions and Lead Routing. The Exit Lab platform operates as a lead generation and routing service. Subscribing advisory firms pay Second Chair Advisory LLC for access to the Platform and for the routing of lead information within their assigned territory and industry vertical. When you complete the scanner, your contact information, business information, and scanner results may be shared with the subscribing advisory firm assigned to your region and industry, regardless of whether you have explicitly requested an introduction. This sharing is a core function of the Platform and is disclosed to you at the point of scanner completion through an explicit consent mechanism (see Section 3 below). If you do not consent to this sharing, you may decline at the point of scanner completion, but you will not receive your exit readiness report.
Follow-Up Communications. When you complete the scanner and provide your email address, you will be enrolled in a follow-up email sequence related to exit planning and your scanner results. You may opt out of these communications at any time by clicking the unsubscribe link in any email or by contacting us at the address listed in Section 15 below.
Aggregate Research and Market Intelligence. We use anonymized and aggregated scanner data, which does not identify any individual business owner, to conduct market research, produce industry reports, analyze exit readiness trends by industry and geography, and improve the Platform. This aggregate data may be published, licensed, or shared with third parties as described in Section 4 below.
Platform Improvement. To analyze usage patterns, improve scanner accuracy, enhance report quality, develop new tools and features, and optimize the user experience.
Paid Services. If you purchase a premium assessment, enhanced report, or other paid service, we use your information to process the transaction, deliver the purchased service, and maintain transaction records.
Legal Compliance. To comply with applicable laws, regulations, and legal processes, and to protect the rights, property, and safety of Second Chair Advisory LLC, our users, and the public.
3. Consent for Data Sharing
At the point of scanner completion, before your exit readiness report is generated and delivered, you will be presented with a clear and conspicuous consent disclosure. This disclosure will inform you that:
(a) Your contact information and business information will be shared with a licensed M&A advisory firm that subscribes to the Exit Lab platform for your geographic region and industry vertical.
(b) The subscribing advisory firm pays Second Chair Advisory LLC for access to the Platform and for the routing of lead information. A commercial relationship exists between Second Chair Advisory LLC and the subscribing firm.
(c) The subscribing advisory firm may contact you by email, phone, or mail to discuss your exit readiness results and to offer advisory services.
(d) Second Chair Advisory LLC retains ownership of all data submitted through the Platform and may use anonymized, aggregate data for market research, industry reporting, and data licensing purposes as described in this Privacy Policy.
You must affirmatively consent to this disclosure by checking a consent box or taking an equivalent affirmative action before your report is generated. If you do not consent, your scanner responses will not be processed and no report will be delivered.
This consent is separate from and in addition to your agreement to these Privacy Policy terms. The consent disclosure at the point of scanner completion governs the specific sharing of your information with a subscribing advisory firm.
4. How We Share Your Information
4.1 With Subscribing Advisory Firms (Lead Routing)
Second Chair Advisory LLC operates a subscription-based lead routing service. Advisory firms, M&A brokerages, and private equity groups pay for exclusive access to lead data within assigned territories and industry verticals. When you complete the scanner and provide consent as described in Section 3, your contact information, business information, and scanner results are shared with the subscribing firm assigned to your region and industry. The subscribing firm receives a limited, non-exclusive, non-transferable license to use your information solely for the purpose of their advisory practice. Subscribing firms are contractually prohibited from reselling, redistributing, or sublicensing your personal information.
4.2 With Service Providers
We share information with third-party service providers who assist us in operating the Platform, including email delivery services (such as Resend), web hosting providers, analytics providers, cloud storage providers, and payment processors. These providers are contractually required to use your information only to perform services on our behalf and are bound by confidentiality obligations consistent with this Privacy Policy and applicable law.
4.3 Aggregate and Anonymized Data
We may share, publish, license, or sell anonymized, aggregate data that does not identify any individual business owner with third parties, including research organizations, industry publications, professional service providers (such as wealth management firms, certified public accountants, insurance providers, and estate planning professionals), data analytics firms, and potential investors or acquirers of Second Chair Advisory LLC. This aggregate data is used for market research, industry analysis, trend reporting, and business development purposes. Because this data is anonymized and aggregated, it is not considered personal information and its use is not subject to the opt-out rights described in Section 8 below.
4.4 Legal Requirements
We may disclose your information if required to do so by law, regulation, legal process, or governmental request, or if we believe in good faith that disclosure is necessary to protect the rights, property, or safety of Second Chair Advisory LLC, our users, or the public.
4.5 Business Transfers
In the event of a merger, acquisition, reorganization, bankruptcy, or other similar event involving Second Chair Advisory LLC, your information may be transferred as part of that transaction. This includes the transfer of the entire Exit Lab platform network, all associated data assets, subscriber agreements, and aggregate data repositories. We will notify you of any such change in ownership or control of your personal information by posting a notice on the Platform.
5. Data Ownership and Retention
All data submitted through the Platform, including data submitted through Partner Scanner subdomains, is owned by Second Chair Advisory LLC. Subscribing advisory firms receive a limited, non-exclusive, non-transferable license to use the specific lead data routed to them for the purpose of their advisory practice. This license does not extend to aggregate data, anonymized data, or data from other subscribers' territories. Upon termination of a subscriber's agreement, the subscriber's license to use previously routed lead data survives only as to leads already in active engagement.
We retain your personal information for as long as necessary to fulfill the purposes described in this Privacy Policy, unless a longer retention period is required or permitted by law. Scanner data and associated business information are retained indefinitely for aggregate research purposes in anonymized form. Identifiable personal information is retained for a minimum of seven (7) years from the date of collection to support business operations, legal compliance, and historical trend analysis.
6. Report Delivery
Upon completing the scanner, a summary of your results, including your estimated valuation range and exit readiness score, may be displayed on-screen. The full detailed exit readiness report, including personalized analysis, action items, and recommendations, is delivered exclusively to the email address you provide during the scanner completion process. This delivery method requires a valid, functioning email address. If you provide an invalid or inaccessible email address, you will not receive your full report. We track email delivery, open, and click-through data associated with report delivery for the purposes of Platform improvement, lead quality assessment, and communication optimization.
7. Cookies and Tracking Technologies
We use cookies, web beacons, and similar tracking technologies to collect usage data, analyze Platform performance, and improve your experience. The categories of tracking technologies we use include:
Essential Cookies. Required for the Platform to function, including session management and scanner progress tracking. These cannot be disabled.
Analytics Cookies. Used to understand how visitors interact with the Platform, including page views, scanner completion rates, and traffic sources. We currently use the following third-party analytics services: Google Analytics (GA4) and Umami Analytics. Google Analytics may collect IP addresses, device identifiers, and behavioral data, and may share data with Google for its own purposes in accordance with Google's privacy policy (https://policies.google.com/privacy). Umami Analytics is a privacy-focused analytics service that does not use cookies or collect personally identifiable information. We may add or change analytics providers over time. You may request a current list of analytics providers by contacting us at the address listed in Section 15 below.
Marketing Cookies. Used to track the effectiveness of our content marketing and to understand which content drives scanner completions. We do not currently serve third-party advertising on the Platform. If we integrate advertising or retargeting technologies in the future, this Privacy Policy will be updated accordingly.
You may control cookies through your browser settings. Disabling certain cookies may affect the functionality of the Platform, including the ability to complete the scanner.
8. Your Rights and Choices
Depending on your jurisdiction, you may have the following rights regarding your personal information:
Access. You may request a copy of the personal information we hold about you.
Correction. You may request that we correct inaccurate or incomplete personal information.
Deletion. You may request that we delete your personal information. Please note that we may retain certain information as required by law or for legitimate business purposes, including anonymized aggregate data.
Data Portability. Where required by applicable law, you may request that we provide your personal information in a structured, commonly used, and machine-readable format.
Opt-Out of Communications. You may opt out of follow-up email communications at any time by clicking the unsubscribe link in any email or by contacting us directly.
Opt-Out of Sale or Sharing. Under the California Consumer Privacy Act as amended by the California Privacy Rights Act ("CCPA/CPRA"), the routing of your personal information to a subscribing advisory firm in exchange for subscription fees may constitute a "sale" or "sharing" of personal information. You have the right to opt out of this sale or sharing. To exercise this right, click the "Do Not Sell or Share My Personal Information" link available in the footer of every page on the Platform, or contact us using the information in Section 15 below. If you opt out, you will not be matched with a subscribing advisory firm and your exit readiness report will be limited to a general summary without the option for a personalized advisor introduction.
Non-Discrimination. We will not discriminate against you for exercising any of your privacy rights. However, opting out of data sharing may limit certain features of the Platform, as described above.
To exercise any of these rights, contact us using the information provided in Section 15 below. We will respond to verifiable requests within the timeframes required by applicable law (45 days for CCPA/CPRA requests, subject to a 45-day extension where necessary).
9. Data Security
We implement reasonable administrative, technical, and physical safeguards to protect your personal information from unauthorized access, use, alteration, and destruction. These measures include encryption of data in transit and at rest, secure cloud storage, role-based access controls, and regular security assessments. However, no method of transmission over the internet or method of electronic storage is completely secure, and we cannot guarantee absolute security.
10. Children's Privacy
The Platform is not directed to individuals under the age of 18. We do not knowingly collect personal information from children. If we become aware that we have collected personal information from a child under 18, we will take steps to delete that information promptly.
11. Third-Party Links
The Platform may contain links to third-party websites, tools, or services that are not operated by Second Chair Advisory LLC. We are not responsible for the privacy practices or content of any third-party websites. We encourage you to review the privacy policies of any third-party websites you visit.
12. Electronic Communications Consent
By providing your email address through the scanner or any other form on the Platform, you consent to receive electronic communications from Second Chair Advisory LLC, including your exit readiness report, follow-up emails related to your scanner results, educational content about exit planning, and operational communications about the Platform. This consent is provided in accordance with the CAN-SPAM Act (15 U.S.C. Section 7701 et seq.). You may withdraw your consent to receive marketing communications at any time by clicking the unsubscribe link in any email. Operational communications related to your scanner results and report delivery are not subject to unsubscribe requests, as they are necessary to deliver the service you requested.
13. SMS and Text Message Communications
We do not currently send SMS or text message communications. If we implement SMS communications in the future, we will obtain your prior express written consent in compliance with the Telephone Consumer Protection Act ("TCPA") before sending any text messages. This Privacy Policy will be updated to reflect any SMS communication practices at that time.
14. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our practices, technologies, legal requirements, or other factors. When we make material changes, we will update the "Last Updated" date at the top of this page. Your continued use of the Platform after any changes constitutes your acceptance of the updated Privacy Policy. We encourage you to review this Privacy Policy periodically.
15. Contact Information
If you have questions about this Privacy Policy, wish to exercise your rights regarding your personal information, or wish to request a current list of third-party service providers, contact us at:
For CCPA/CPRA requests, please include "Privacy Rights Request" in the subject line of your email.
This Privacy Policy applies to all websites and services operated under the Exit Lab brand by Second Chair Advisory LLC, including exitlab.com, exitlabhvac.com, exitlabhomecare.com, and all associated subdomains.