Privacy, in plain English

Effective September 1, 2026. When this page changes, the date changes.

Onward exists because selling a business is private, personal work. This page says what we collect, what we do with it, and — just as important — what we never do.

The estimator is anonymous

When you use the valuation estimator, we store what you typed — industry, revenue, years, the owner question — with a random session token. No name, no email, no phone. We use those anonymous entries to calibrate the estimator's benchmarks. They can't be traced back to you, and we never add identifying columns to them.

We only know who you are if you tell us

• If you ask for your estimate by email, we store your email with a record of exactly what you agreed to. If that's all you asked for, that's all you get: one email, no list.
• If you check the guidance box, we'll send occasional plain-English guidance — and every one of those emails has a one-click unsubscribe that works immediately.
• If you create an account, we store your email, sign-in activity, and whatever you choose to put in your profile. Every question in the app is optional and says so.

How we measure the site

We use Google Analytics to see which pages people visit and where they get stuck, so we can make this site better. It sets cookies and records usage data — pages viewed, device type, rough location — which Google processes on our behalf. It never sees your name, your email, or anything you type into a form: no estimator answers, no profile details. If your browser blocks analytics cookies, everything here still works.

What we never do

• We don't sell your information, and we don't share it with brokers, marketers, or anyone else for their own use.
• We don't signal anything to the market about you. Learning what your business might be worth tells nobody anything.
• We don't run advertising trackers, and nothing you tell us is fed to ad platforms. Beyond the cookie that keeps you signed in, the only other cookies here belong to the analytics tool described above.

Verification, when it arrives

As account verification features launch, identity checks will be handled by a specialist provider — government ID images will not be stored on our systems. Where we review a document ourselves (like a proof-of-funds letter), we record the outcome and delete the document within 30 days. The only documents we keep long-term are agreements you've signed.

How long we keep things

• Anonymous estimator entries: kept for calibration; they identify no one.
• Contact details with no activity for 24 months: deleted, or we ask again before keeping them.
• Account data: kept while the account exists; deleting your account removes your profile, sessions, assessments, and plans.

Your choices

Unsubscribe from guidance emails with one click, any time. To access or delete what we hold about you, email privacy@onwardlegacy.com and a person — not a system — will handle it.

Who we are

Onward is operated by Product Detroit. Questions about this page go to privacy@onwardlegacy.com.