Privacy Policy

Last updated August 10, 2026

Lively from Best Buy Health, Inc. (“Lively”) respects and honors the privacy of you and your loved ones. This privacy policy describes:

the scope of this privacy policy,
your personal information options,
the types of personal information we obtain,
how we use the information,
how we use location information,
how we use third-party analytics and interest-based advertising,
with whom we share it,
the personal information choices we provide,
how we protect personal information,
statements regarding personal information of children,
how links and other features collect information on our websites and apps,
what happens if we change this policy,
how you can contact us about our privacy practices, and,
other topics we think you’ll find relevant to your personal information.

In addition, several state laws require us to describe our privacy practices using specific definitions and providing specific details—you can find information consistent with applicable state law on our State Privacy Rights page.

This Privacy Policy also contains specific information about how Lively app permissions, including for precise geolocation information, work for users of Lively devices. For more information see: Lively User App & Device Settings

Scope

This privacy policy applies to online (e.g., websites, apps, and advertising) and offline activities and events under the Lively name. This Policy also applies to digital properties (e.g., websites and mobile apps) owned or operated by Lively when you visit any of our websites including www.shop.lively.com, activation.lively.com, and lively.com/myaccount (collectively, Websites) or use our mobile applications (Lively Link and Lively app) (“Apps”) (collectively, the “Digital Properties”); and any of our subsidiaries, unless that property or subsidiary has its own privacy policy (which would instead apply).

This Policy does not apply when Lively services are provided through health insurance companies, state Medicaid agencies, or senior living facilities, when such provision of products or services are regulated by Health Insurance Portability and Accountability Act (“HIPAA”).

Personal Information Options

We provide the following options to you as required by state laws:

Access: We’ll give you a report on the personal information that Lively has about you. Just submit an access request to get started.
Deletion: You can ask us to delete certain personal information we have about you by submitting a deletion request. Exceptions apply.
Advertising Opt-Outs: Some states have nuanced requirements that, for Lively, impact sale and sharing of information for advertising purposes. We’ve provided the opportunity to make an opt-out choice consistent with applicable state-law requirements.

Information We Obtain

We obtain personal information about you in various ways, such as:

From you or your device used to access our Digital Properties,
From a Lively device you use,
when you visit any of our Websites, Apps or Digital Properties,
Offline, such as when you call, mail or fax us, or purchase one of our products in a store,
From our commercial partners such as senior living facilities, third party marketing partners (such as “TPMOs”), and health plan brokers,
From an authorized family member or caregiver obtaining a product or service on your behalf; and,
From other sources, independent of you, such as data brokers or other third parties.

The types of personal information we may obtain about you include:

Contact information, such as name, telephone number, postal address, and email address,
My Account and Lively Link login credentials, such as your password and security questions and answers,
My Account account information, such as your account number, device serial number, account balance, phone plan, and phone usage information,
Device monitoring data which may include, for example, location, battery level, whether the device is powered on, network condition, step count, fall risk, and fall-detection status,
Transaction information, such as purchase history and payment details (e.g., credit or debit card number, security code, expiration date and billing address),
Survey responses,
Chat submissions,
Additional information included in your Personal Emergency Profile Form, Lively profile, or Lively Apps, such as your gender, date of birth, race, primary language, one-button safety device serial number, emergency incidents, emergency contact information (including phone number), location (sharing with caregiver), access to home, medications, health information (including medical/physical conditions), physicians/hospitals, and vehicle information,
Customer Proprietary Network Information of “CPNI”,
Location information and,
Other information you choose to provide, such as through our “Contact Us” feature or by calling our Caring Centers, Lively Urgent Response or Urgent Care.

More on Automated Collection

When you visit our Digital Properties, we obtain certain information by automated means. For example:

· Our Lively.com website is operated by Shopify and we use Shopify’s tools (e.g., cookies, tags, application programming interface(s) or “API’s”, and apps) to automatically capture and process personal information as described below.

· Our Websites collect information via cookies, web beacons, web server logs, device identifiers and other technologies. A “cookie” is a text file that websites send to a visitor’s computer or other Internet-connected device to uniquely identify the visitor’s browser or to store information or settings in the browser. A “web beacon,” also known as a tag, pixel or clear GIF, links web pages to web servers and cookies and may be used to transmit information collected through cookies back to a web server.

· Our mobile Apps may collect information via device logs, server logs and other technologies.

The information we collect via Digital Properties may include

Type of device and/or type of browser you’re using,
Internet Protocol (“IP”) address,
device and/or advertising identifiers and similar unique identifiers such as:
- IMEI/UDID (a numeric identifier for your mobile device),
- MAC address (another kind of numeric identifier for your mobile device),
- IDFA (Apple’s ID for advertising, a randomly generated number),
- AAID (Google Android’s unique ID for advertising ,
user interactions, session details, traffic sources,
device information such as:
- device characteristics, including battery and signal strength,
- device settings and configurations,
- user agent data including browser name, version number, operating systems and device type,
web browser characteristics,
actions taken on our Apps and other information regarding use of the Apps,
language preferences,
the URLs of the websites visited before visiting our Websites (these are called “referring URLs”),
referring emails,
browsing behavior while visiting our Digital Properties,
clickstream data,
usage statistics including date and time of usage and,
location information.

Your browser may tell you how to be notified when you receive certain types of cookies or similar technologies and how to restrict or disable certain types of cookies. Please note, however, that without cookies or other similar technologies you may not be able to use all of the features of our Websites. For mobile devices, you may be able to manage how your device and browser share certain device data by adjusting the privacy and security settings in-App or on your mobile device. But because certain products or services we provide our customers rely on location information, some options for device data restrictions will not operate on Lively devices. See below for more information.

Information Provided to Lively by Family Members or other Caregivers

If you provide us with the personal information of another person such as your parent or grandparent, or direct us to share that person’s information with another person such as your sibling, you represent and warrant to Lively that you either (1) have full legal authority to provide such information or instructions (e.g., through power of attorney or guardianship of an elderly parent), or (2) have obtained such person’s express and informed authorization to provide such information or instructions. Furthermore, when obtaining any such authorization, you must first provide him or her with a copy of this privacy policy and explain how his or her personal information will be used pursuant to this privacy policy. Periodically, you should review this privacy policy for updates and inform such person of any such updates. By providing such person’s information or instructions to Lively, you represent and warrant that you have complied with your obligations under this privacy policy.

Collection by others
Lively and our marketing partners use cookies, web beacons, pixels, tags, web server logs and other technologies on our Digital Properties. We may permit third parties to collect and process some information from our Digital Properties through these or other automated means. We may share personal information with those parties and may have similar arrangements with interest-based advertisers. See “Your Privacy Choices” to learn more on how you can limit this collection and sharing and below for more on interest-based advertising.

How We Use the Information We Obtain

We may use the personal information we obtain about you to:

Provide our (and our affiliate’s) products and services to you,
Refer third parties to provide and fulfill products and services to you, including subscription services,
Create and manage your My Account or Lively Link account,
Process, fulfill, track and confirm orders for products, services or information, including processing payment transactions,
Deliver products and services,
Scheduling assistance for you, including technical support,
Processing credit and debit card payments and refunds, returns and exchanges,
Send you newsletters, surveys, and other communications,
Administer your participation in surveys, contests, promotions or other programs,
Send you advertising and marketing communications including offering coupons, promotions or other discounts,
Provide advertising services,

· Provide you with personalized content, information, or notices (including, but not limited to, notices that may be required by law based on your location),

Provide customer and technical support and,
Identify you or a device on our Digital Properties to personalize and/or customize your experience with our Digital Properties,
Deliver tailored content, such as by providing personalized product information, purchase information, coupons and other offers,
Protect against and prevent fraud, illegal activity, unauthorized transactions, claims and other liabilities,
Operate, evaluate and improve our business including:

managing the Digital Properties,
developing new products, services, digital properties, and technologies,
enhancing and improving products, services, Digital Properties and technologies,
managing our communications,
analyzing products, services and customer base,
performing research and analytics and,
performing accounting, auditing and other internal functions,

Undertake activities to verify or maintain the quality or safety of a service or device that is owned, manufactured, manufactured for, or controlled by us, and to improve, upgrade, or enhance a service or device that is owned, manufactured, manufactured for, or controlled by us and,
Comply with and enforce applicable legal requirements, industry standards and Lively policies and terms.

We also may use the information in other ways for which we provide specific notice at the time of collection.

We will also use information related to you in efforts to protect you, our customers, Lively, and other stakeholders. Examples may include detecting and responding to security incidents, protecting against and responding to malicious, deceptive, fraudulent, or illegal activity, and prosecuting those responsible for that activity.

Finally, we will seek to tell you about technology and other products and services that we think you will find useful through marketing, advertising, and other communications. That means we will use information about you to predict your interests. We or other advertisers may use those predictions to choose marketing messages to send you on our or others’ digital properties and monitor the response to that message.

More on Location Information

Location information may be captured from your device in different ways for different purposes, especially if you are enrolled in certain Lively PERS services. These may range from precise location so you can receive certain Lively services to location generally derived from your IP address so we can serve an advertisement in the United States. Adjusting device settings does not completely eliminate the ability of others to develop location information about your device (such as non-specific location information derived from IP addresses), which commonly occurs in online advertising activities.

Lively Location-Based Services

Lively obtains and uses precise location information from your device to provide the Urgent Response and Lively Link PERS services.

Our Urgent Response service allows you to get help in emergencies by pressing the Urgent Response button on your device. For Urgent Response, we use precise location information from your device to help ensure that in case of an emergency our care agents can provide location information to third-party providers, including emergency responders, and/or your authorized emergency contacts. For Urgent Response, we seek to keep your location information actively updated.

Lively Link keeps your loved ones updated on your health and safety. With Lively Link, precise location information from your device is shared with your authorized loved ones, including historical location information. Your authorized Link users are able to view your current location through push notifications, accessing the map in the Link App, and your previous locations in the daily and weekly summaries. For Lively Link, your location information is updated on a regular basis.

User App & Device Settings are Impacted

To ensure these services can be provided, Lively requires certain App permissions to be turned on for Lively devices and restrict users’ ability to configure the App as they might be able to do in other apps. In addition to location information, Lively App may also need access to Contact, Phone, Notification and Microphone permissions in order to send you messages or to ensure you are able to communicate with Lively as intended.

· App: If you turn off location permissions for our App, on purpose or unintentionally, location sharing is automatically turned back on in the App in order to ensure, for the sake of safety, provision of precise location for Urgent Response and Lively Link PERS services in case of an emergency.

· Device: If you elect to turn off location sharing for your device, Lively CANNOT turn back on location sharing. Urgent Response and Lively Link PERS services will be severely limited unless we receive a precise and accurate location from you verbally via phone.

If you have purchased Urgent Response or Lively Link PERS services but do not want to share precise geolocation, then you should cancel your service(s).

For Users with Lively Basic Plans

Lively does not capture or process precise location from devices of users that have Lively Basic Plans. We may infer your location in a less precise manner but not based on information collected from your device.

Third-Party Analytics Services

We may use third party analytics services on our Digital Properties, such as Google Analytics. The analytics providers that administer these services use technologies (such as cookies, web beacons, pixels, tags, web server logs and other technologies) to help us analyze your use of the Digital Properties. The information collected through these means (including IP address and other information) may be disclosed to these analytics providers, and other relevant third parties who use the information to evaluate use of the Digital Properties. To learn more about Google Analytics, please visit:

Interest-based Advertising

On our Digital Properties, we may obtain information about your online activities to provide you with advertising about services tailored to your interests.

You may see our ads on other websites because we use third-party ad services.

Through such ad services, we can target our messaging to users considering demographic data, users’ inferred interests, and browsing context. These services track your online activities over time and across multiple websites by collecting information through automated means, including through the use of cookies, web server logs, web beacons, and other similar technologies. The ad services use this information to show you ads that may be tailored to your individual interests. The information ad services may collect includes data about your visits to websites that serve Lively advertisements, such as the pages or ads you view and the actions you take on the websites. This data collection takes place both on our Digital Properties, and on third-party websites that participate in these ad services. This process also helps us track the effectiveness of our marketing and advertising efforts, on our Digital Properties as well as other third party digital properties, including social media networks.

As a general rule, when we share personal information the contract between us and the receiving party places specific limits on how they use the information in support of Lively. However, this general rule does not apply to some information sharing for advertising purposes. For example, we may share browsing history from our Website or our prediction of your preferences/interests and personal information (like a device identifier or IP address) with third parties to support providing you or a device relevant ads. Some recipients may combine this information with assumptions based on other information they have collected in order to tailor ads to you or the identified device.

As another example, we may share your Lively purchase history with social-media networks. If you have an account with that company’s digital properties, they can improve the performance of our advertising on their properties and we can better assess how those advertisements performed. Some of these social media networks will combine this information with other personal information for their own purposes, independent of Lively, but are obligated by law to follow their own privacy policy.

See above regarding “Advertising Opt-Outs” to learn more about asking us to limit this type of sharing for advertising purposes (referred to as a “sale” by a number of state laws). In addition, for additional ways to opt out of interest-based advertising, please visit YourAdChoices Opt Out, Network Advertising Initiative Opt Out, and TrustArc Opt Out.

Information We Share

We may combine or share the information we obtain about you with our current and/or future affiliates and subsidiaries.

We also may share the information we obtain about you with third parties on our behalf such as:

· Providing services to you,

· fulfilling orders and delivering packages,

· scheduling and performing customer care and technical support, including service products,

· sending marketing communications,

· providing advertising services, including measurement and reporting of advertising frequency, attribution, and performance,

· personalizing customer experience on our Digital Properties,

· fulfilling subscription services,

· website hosting,

· Conducting research and analytics,

· processing payments and,

· Detecting fraud and other illegal activity.

We also may share personal information about you with social media networks, joint marketing partners, and third-party marketing partners in support of our marketing and advertising efforts.

When a product or service is indicated on our Website as “Fulfilled by” a third party, we work with third-party companies that provide products or services directly to you. We share personal information about you with these companies to support a transaction at your request. They are prohibited from using such information for any purposes other than in support of making their products or services available to you (e.g. shipping, returns, warrant, product recalls, etc.) or as otherwise allowed by us, such as in a co-branded offering or joint-marketing venture.

In addition, we may share personal information we collect on the Digital Properties at your request, such as if you invite your family to stay connected with you through the Lively Link App. Similarly, we may share your information with third parties unrelated to us in a manner expected in the context of a product you have purchased or a service that we are providing you—for example, in the case of an emergency or a potential issue identified as the result of monitoring services.

Sometimes we share personal information for legal reasons with government entities, including law enforcement, such as:

· when required to do so as a matter of law or legal process (such as regulation, subpoena, court order, search warrant, or other legal process),

· in response to government request(s), such as law enforcement authorities;

· to establish, exercise or defend our legal rights,

· when we believe disclosure is necessary or appropriate to comply with law, prevent physical or other harm or financial loss, or protect Lively or its affiliates or subsidiaries, or our customers or others,

· in connection with an investigation of suspected or actual crime or illegal activity (including those impacting Lively, its employees, its customers, and/or the communities we serve) or,

· with your consent or as directed by your representative.

We may share personal information in the event we sell or transfer all or a portion of our business or assets (including in the event of a corporate sale, merger, acquisition, joint venture, reorganization, divestiture, dissolution, liquidation or similar event).

Sharing Personal Information with Shopify & Shopify’s Own Practices

Lively’s online store (available at Lively.com) is hosted by Shopify using Shopify’s platform, products, services, and programs. We engage Shopify to provide a number of services including, for example:

to process and fulfill orders for product and/or services from third parties within the Shopify platform, when we indicate on our Website that a product or service is “Fulfilled by” a third party,
Offering the Shopify Promise Program (see: Shop Help Center | Shop Promise),
Providing the Shopify app that provides an independent shopping destination and permits you to track packages, make purchases, manage payments, and engage other merchants, in addition to Lively,
email messaging,
personalization, search functionality, product promotions, as well as product recommendations,
online advertising and,
Engaging with Agentic AI shopping services, which permits customers to shop via Microsoft Copilot and Shop with Google AI to purchase Lively’s products and services. Shopify shares your personal information with Microsoft Copilot and Shop with Google.

In order to do so, Lively shares and discloses to Shopify (and Shopify independently collects, uses and processes) personal information for purposes including, but not limited to:

providing enhanced services described above,
providing services based on your interactions with other merchants or with Shopify,
developing and improving personalization, analytics, product customization, and other Shopify products and services,
advertising (including targeting ads) and,
generating insights on the Shopify Platform for Shopify and its merchants.

When Shopify performs enhanced services, Shopify:

incorporates and combines personal information about you from your interactions with Lively, with other merchants, and with Shopify and,
Shopify independently uses personal information about you for itself and its other merchants in accordance with Shopify’s Consumer Privacy Policy.

To request Shopify delete your data or opt-out of Shopify’s sale or sharing of your personal information, click here.

How We Protect Personal Information

We use a variety of administrative, technical and physical safeguards designed, under a risk-based approach, to protect personal information about you from bad actors. But no set of safeguards is perfect or can anticipate all cyberattacks, and we cannot and do not guarantee the security of personal information.

You also can do your part to help protect the information you provide to us. Create a strong password. Use that password only on our Digital Properties and not on other sites or for other accounts. And do not share your password with anyone—especially anyone claiming to work with us. We would never contact you and ask for your password—ever.

Children’s Privacy

Our Digital Properties are designed for a general audience and are not directed to children. We ask third parties who share personal information with us, including data brokers, not to include any information concerning children or minors under the age of 18 if possible.

In connection with our Digital Properties, we do not knowingly solicit or collect personal information from persons under the age of 18 without parental consent.

If you believe we are processing information about a person under age 18 without parental consent, please contact us as specified in the "How To Contact Us" section below.

Please note that in some cases we may not be able to remove content posted on our properties, in which case we will let you know if we are unable to do so and why. Additionally, even if we are able to anonymize or make content or information no longer visible on our Digital Properties at your request, this cannot ensure complete or comprehensive removal of the content or information from the internet.

Links to Non-Lively Services and Features

Our Digital Properties may provide links to other online services, and may include third-party features such as apps, tools, widgets and plug-ins. These features may collect information such as your IP address, general location, or the page you are visiting on our Website, and may set cookies to enable the feature to function properly. These online services and third-party features may operate independently from us. The privacy practices of the relevant third parties, including details on the information they may collect about you, are subject to the privacy statements of these parties, which we strongly suggest you review. Our privacy policy will not apply to others’ online services or digital properties. To the extent any linked online services or third-party features are not owned or controlled by Lively, we are not responsible for these third parties’ information practices.

Social media features

Our Digital Properties may include ways to interact and share using social media networks, through features such as a “thumbs up” button, "share this" button, or interactive mini-programs that run on our Website ("widgets"). These features may collect information such as your IP address or the page you are visiting on our Website and may set cookies to enable the feature to function properly. Social media network features can be hosted by a third party or hosted directly on our Website. Your interactions with these features are governed by the privacy policy of the social media network providing the feature.

Updates To Our U.S. Privacy Policy

We may update this privacy policy from time to time as we and our customers and products grow and evolve. If we make material changes, we will notify you by email (sent to the email address specified in your account) or by means of posting a notice on this Website prior to the change becoming effective, as well as inform you of any choices you may have with respect to these changes.

How To Contact Us

If you have any questions about our privacy policy or practices, please contact us. You can unsubscribe from our marketing mailing lists by following the “Unsubscribe” link in our emails or contacting us below:

Phone

1-800-733-6632

Email

Written Correspondence

Best Buy Health, Inc.

Attn: Best Buy Health Legal

7601 Penn Avenue South

Richfield, MN 55423

You also may contact us at the above to stop receiving direct mail from us. If you wish to make an access, deletion, or Advertising Opt-Out request as discussed at the start of this policy, you or your authorized representative must follow the methods provided at the specific linked pages or as described in our State Privacy Rights page. The methods we’ve established are either technically necessary or designed to ensure, under a risk-based approach, the confidentiality, integrity, and availability of personal information to a degree that emailing or writing us with such a request cannot provide.

California residents:

If you are a California resident and would like to learn more about your rights under California’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Colorado residents:

If you are a Colorado resident and would like to learn more about your rights under Colorado's laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Connecticut residents:

If you are a Connecticut resident and would like to learn more about your rights under Connecticut’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Delaware residents:

If you are a Delaware resident and would like to learn more about your rights under Delaware’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Indiana residents:

If you are an Indiana resident and would like to learn more about your rights under Indiana’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Iowa residents:

If you are an Iowa resident and would like to learn more about your rights under Iowa’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Kentucky residents:

If you are a Kentucky resident and would like to learn more about your rights under Kentucky’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Maine Broadband Internet Privacy Law

Maine law prohibits a provider of broadband Internet access service (“Provider”) from using, disclosing, selling, or permitting access to customer personal information obtained from the customer’s use of broadband internet without express consent (subject to certain exceptions). Information Providers collect pertaining to a customer that is not customer personal information is not subject to such restrictions, except upon written notice from the customer notifying the Provider that the customer does not permit the provider to use, disclose, sell or permit access to that information. Providers may not refuse to serve a customer, charge a customer a penalty, or offer a customer a discount if the customer does or does not consent to the use, disclosure, sale or access. Providers also are required to take reasonable measures to protect customer personal information from unauthorized use, disclosure, sale or access.

Maryland residents:

If you are a Maryland resident and would like to learn more about your rights under Maryland’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Minnesota residents:

If you are a Minnesota resident and would like to learn more about your rights under Minnesota’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Montana residents:

If you are a Montana resident and would like to learn more about your rights under Montana's laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Nebraska residents:

If you are a Nebraska resident and would like to learn more about your rights under Nebraska’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Nevada residents:

If you are a Nevada resident, you have the right to request that Lively not sell your personal information to third parties. To submit this request, please send us an email at EnterprisePrivacy@BestBuy.com. However, please note that Lively does not sell personal information about you to third parties as defined under Nevada law.

New Hampshire residents:

If you are a New Hampshire resident and would like to learn more about your rights under New Hampshire’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

New Jersey residents:

If you are a New Jersey resident and would like to learn more about your rights under New Jersey’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Oregon residents:

If you are an Oregon resident and would like to learn more about your rights under Oregon’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Rhode Island residents:

If you are a Rhode Island resident and would like to learn more about your rights under Rhode Island’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Tennessee residents:

If you are a Tennessee resident and would like to learn more about your rights under Tennessee’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Texas residents:

If you are a Texas resident and would like to learn more about your rights under Texas’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Utah residents:

If you are a Utah resident and would like to learn more about your rights under Utah’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Virginia residents:

If you are a Virginia resident and would like to learn more about your rights under Virginia’s laws, or review a privacy policy and notice consistent with the same, visit our State Privacy Rights page.

Effective Date

December 21, 2023