Privacy Policy
Last updated: September 18, 2026
United Couples Therapy ("United Couples Therapy," "we," "us," or "our") provides an online service that helps adults in the United States connect with licensed, US state-licensed therapists for couples and individual therapy. This Privacy Policy explains what information we collect through our website at unitedcouplestherapy.com, including our marketing pages and the intake questionnaire in our "Get started" flow, how we use and share that information, and the choices and rights you have. This policy explains our practices so you can understand your choices. Please read it carefully.
1. Who we are and what this policy covers
United Couples Therapy is operated by Faroe Group, Inc. This policy governs information collected through our website, including the marketing pages and the intake questionnaire at /get-started. The website is intended for adults who are 18 or older and is directed to users in the United States.
The clinical boundary. This website policy applies to information we collect through the website before and while you are inquiring about or being matched with a therapist. Information you provide through this website, including the intake questionnaire, is governed by this policy and by the consumer health data and privacy laws described below. It is not part of a clinical treatment record, and it is not protected by HIPAA. Once you are matched and clinical therapy begins, the records your treating licensed therapist creates, and your therapy communications with them, are handled separately under the applicable clinical Notice of Privacy Practices, professional confidentiality rules, and state law that govern that therapist or clinical practice, and may be protected as health information under those rules. Those clinical records are not governed by this website policy, and this policy does not describe how your therapist handles your treatment information. If you have questions about your clinical records, contact your therapist or the clinical practice directly.
2. Information we collect
a. Information you provide to us
When you use the "Get started" intake questionnaire, you may provide:
- Your first name or a nickname.
- Your email address.
- Your mobile number, and your choice on the optional box about receiving text messages from us, including marketing texts.
- Your answers to the intake questions, which include: whether a partner will join you in therapy; your gender identity; your age; your sexual orientation; your relationship status; whether you currently live with your partner; a safety screen (whether domestic violence is currently an issue in your relationship or, if you are not in a relationship, whether anyone in your life makes you feel unsafe right now); whether you have been in therapy before; your reasons for seeking therapy (for example communication, conflict, adultery, separation or divorce, raising children, or sex and intimacy); what you expect from a therapist; any preferences for your therapist, such as their gender, their age, a religious or non-religious approach, their race, or whether they are from the LGBTQ+ community; the state you are in; the experience you would like your therapist to have and other focus areas that interest you, which can include mental health conditions and concerns (for example depression, anxiety, addictions, trauma and abuse, post-traumatic stress, eating disorders, bipolar disorder, ADHD, mood disorders, grief, body image, sexuality, and chronic illness or disability); and your written answer to "What brings you here?", which can contain anything you choose to write.
- If you are in a relationship, your partner's first name or nickname and, if you choose to invite your partner, their email address and, optionally, their phone number.
You may also provide information when you contact us by email or otherwise communicate with us.
b. Information we collect automatically
When you visit the website, some information is collected automatically:
- Referral and campaign data. The referrer URL and the query string of the landing page you arrive on, including marketing parameters such as UTM or ad-click parameters.
- Approximate location from your IP address. When you open the intake questionnaire, we may estimate the US state you are in from your IP address, only to pre-fill the "Which state are you in?" question, which you can change. The lookup runs against a copy of DB-IP's IP-to-location database stored on our own servers, so your IP address is not sent to DB-IP or any other third party for this lookup, and we do not store the IP address or the estimate from it. We keep the state you confirm and whether you kept the pre-filled answer.
- Server and hosting logs. Our hosting provider records standard log data, including your IP address, browser type and user-agent, the pages you request, and the date and timestamp of your requests.
- Product analytics and session replay. We use PostHog, an analytics service, to record how the site is used: the pages you view, the intake steps you start, complete and go back from, the therapist and time you pick, and the buttons you press. PostHog also records session replays, a recording of how the page looked and where you clicked and scrolled, including on the intake questionnaire, the welcome page, and the checkout page. Replays mask everything typed into a form field, showing dots instead of the text you entered, but do not mask which option you select on screen. A replay of the intake questionnaire may therefore show which multiple-choice answer you selected, including on the safety screen, even though it never shows anything you typed. Usage events, unlike replays, never include your intake answers; they receive the step name only. When you give us your contact details to book, we link your analytics profile to an internal lead identifier together with your first name and email address so that we can follow up.
- Advertising measurement. A Google tag loads on our pages so that we can tell whether a click on one of our ads led to a booking or purchase. It is configured for conversion measurement only: enhanced conversions and ad-personalization signals are switched off, and it receives no names, email addresses or intake answers. See "Advertising and analytics" below.
- Cookies and similar technologies. See the "Cookies and tracking technologies" section below.
Where your intake answers are stored today. While you complete the intake questionnaire, your answers are kept in your browser's local storage on your device for up to 7 days after your last answer, so you can pick up where you left off. They are removed sooner if you choose Start over or complete your purchase. From the first question, and whether or not you go on to give us your contact details, we also record on our own servers how far through the questionnaire you have reached and whether you are following the couples or individual path, so that we can understand where people leave the form. That progress record contains none of the answers you give about yourself, no free text, and no name, email address, or phone number; if you do not give us your contact details, it is kept for no longer than 7 days and is then deleted. When you submit the questionnaire, your answers and contact details are sent to and stored on our own systems so that we can match you with a therapist. We handle those stored submissions as described in this policy, including sharing them only as described in "How we share your information" and "Consumer health data" below. Your intake answers are not included in any analytics or advertising event and are not transmitted to any analytics or advertising provider as data. The analytics and advertising-measurement scripts described above do run on the intake pages, so that we can see which steps are viewed and completed, but they receive the step name only, never the answer. A session replay recording of the intake questionnaire may show which multiple-choice answer you selected on screen, as described in "Information we collect automatically" above; it never shows anything you typed. We describe our practices accurately and do not claim to collect or share information in ways we do not.
c. Information from other sources
We may receive information about you from other people or sources. For example, if you are joining as a partner, some information may be provided by the person who started the intake. We may also receive campaign and referral information from advertising platforms and referrers that link you to our site. If someone provides another person's information to us, they should only do so if that person is aware and agrees.
3. How we use your information
We use the information we collect to:
- Provide and match care. Understand what you are looking for and have a matching specialist shortlist licensed therapists for you to choose from, and connect you with the therapist or therapists you select.
- Operate and improve the website. Run, maintain, secure, troubleshoot, and improve our website and services, and understand how our marketing pages perform.
- Communicate with you. Respond to your inquiries, send you service-related messages, and follow up about getting started.
- Safety and legal purposes. Protect the safety, rights, and property of you, us, and others, and comply with legal obligations.
- With your consent. For any other purpose we describe to you and to which you consent.
4. How we share your information
We share information only as described below:
- With your matched therapist or therapists. When we match you with a therapist, we share the information needed to provide care with the licensed therapist or therapists you are matched with or choose.
- With service providers and processors. We use vendors under contract to perform services for us, such as hosting, analytics, email delivery, and payment processing. They may use your information only to perform services for us and must keep it confidential.
- For legal, compliance, and safety reasons. To comply with applicable law, respond to lawful requests and legal process, enforce our terms, and protect the rights, safety, and security of you, us, and others.
- In a business transfer. In connection with a merger, acquisition, financing, reorganization, or sale of assets, your information may be transferred as part of that transaction.
- In aggregate or de-identified form. We may share information that has been aggregated or de-identified so that it cannot reasonably be used to identify you.
We do not sell your information. We do not sell your personal information or your consumer health information for money or other valuable consideration.
We do not share your health information with advertisers. We do not disclose your intake or health answers, or identifiers tied to them such as your email address or IP address, to advertisers, and we do not use your consumer health data for cross-context behavioral or targeted advertising. The advertising tag on our pages is limited to conversion measurement, as described in "Advertising and analytics" below, and never receives intake or health answers.
5. Consumer health data
This section serves as our Consumer Health Data Privacy Policy. It describes how we handle "consumer health data" under Washington's My Health My Data Act and information treated as "sensitive data" under the laws of California, Colorado, Connecticut, Virginia, Nevada, and similar states. Your intake answers, and the fact that you are seeking or inquiring about therapy, are consumer health data.
Categories of consumer health data we collect. Whether a partner will join you in therapy; your gender identity; your age; your sexual orientation; your relationship status and whether you currently live with your partner; your responses to the safety screen (whether domestic violence is currently an issue in your relationship, or whether anyone in your life makes you feel unsafe right now); whether you have been in therapy before; your reasons for seeking therapy; what you expect from a therapist; your preferences for your therapist, including their gender, age, religious or non-religious approach, race, or whether they are from the LGBTQ+ community; the experience you would like your therapist to have and other focus areas that interest you, including mental health conditions and concerns; your written answer to "What brings you here?"; the state you are in, including a state estimated from your IP address; if you invite your partner, your partner's first name or nickname, email address and optional phone number; and the fact that you are seeking or inquiring about therapy. This may be linked with identifiers and choices you provide, such as your first name or nickname, your email address, your mobile number and your text-message choice, and with technical identifiers such as your IP address.
Purposes for which we collect and use it. To match you with a suitable licensed therapist and connect you for care, to respond to and follow up on your inquiry, to operate and secure the service, and to comply with legal obligations and protect safety.
Sources. You, when you complete the intake questionnaire or contact us; and, where applicable, a partner or other person who provides information in connection with your inquiry.
Categories of consumer health data we share and the recipients we share it with. When we match you with a therapist, we share the consumer health data needed to provide the service you request with the licensed therapist or therapists you are matched with or choose, and with service providers or processors that host and support the service under contract and confidentiality obligations. This includes PostHog, our analytics and session-replay provider: as explained in "Information we collect automatically" and "Where your intake answers are stored today," a session replay may show which multiple-choice answer you selected on the intake questionnaire, though it never shows anything you typed and is never sent to PostHog as analytics event data. PostHog acts as our service provider under a contract that limits it to providing that service to us. We collect this data based on your consent, and any sharing of it is based on your separate consent, which you give in the intake flow. We do not share consumer health data except as needed to provide the service you have requested, or as required by law or legal process, to protect safety, or in connection with a business transfer as described in "How we share your information." We never share consumer health data with advertisers, and we do not use it for targeted or cross-context behavioral advertising. We do not sell consumer health data.
Your rights regarding consumer health data. You may: confirm whether we are collecting, sharing, or selling your consumer health data and access that data; obtain a list of the third parties and affiliates with whom we have shared it; withdraw your consent to our collection of it and, separately, to our sharing of it; and request that we delete it. To exercise these rights, email us at privacy@unitedcouplestherapy.com. We will respond as required by applicable law. Note that withdrawing consent or requesting deletion may mean we can no longer match you with a therapist, and that certain information may be subject to legal retention obligations that apply to this website and intake data.
6. Cookies and tracking technologies
We use a limited set of cookies and similar technologies:
- Essential and functional. Technologies needed to operate and secure the site and to load its content.
- Payments. We use a payment processor (Stripe) to take payments. Its scripts load only on the checkout page.
- Signing in. When you sign in to your account we set a session cookie so you stay signed in on that device. It holds no personal information, only a random identifier, and it is removed when you log out. We also email you a single-use sign-in code, and we keep a record that a code was requested so we can limit how often one can be asked for.
- Analytics and session replay. PostHog sets a cookie and uses your browser's local storage to recognise the same browser across visits and to record the usage events and session replays described in "Information we collect automatically". PostHog acts as our service provider under a contract that limits it to providing that service to us.
- Advertising measurement. The Google tag sets cookies and uses local storage to connect a click on one of our ads to a later booking or purchase. It is configured for conversion measurement only, with enhanced conversions and ad-personalization signals switched off.
Your choices. You can control cookies through your browser settings, including blocking or deleting cookies, though some features may not work as intended if you do. We honor recognized Global Privacy Control (GPC) signals as an opt-out of sale and of sharing for cross-context behavioral advertising where required by law.
Do Not Track. Some browsers offer a "Do Not Track" signal. There is no common industry standard for how to respond to it, so we do not currently respond to Do Not Track signals. We do honor GPC signals as described above.
7. Advertising and analytics
We advertise our service on third-party advertising platforms, currently Google Ads. To measure whether those ads work, a Google tag loads on our pages and, when you book or purchase, reports that event and the amount paid to Google together with the click identifier from the ad you arrived on. We may also report the same purchase to Google from our own servers using that click identifier. The tag is configured for conversion measurement only: enhanced conversions are off, ad-personalization signals are off, and it never receives your name, email address, intake or health answers. We do not build remarketing audiences from this site.
We use PostHog for product analytics and session replay, as described in "Information we collect automatically" and "Cookies and tracking technologies". We do not disclose your intake or health answers, or identifiers tied to them, to advertisers, and we do not use consumer health data for targeted or cross-context behavioral advertising.
8. Data retention
We keep personal information only for as long as needed for the purposes described in this policy, or as required to comply with our legal obligations, resolve disputes, and enforce our agreements. As a general guide: if you do not become a client, your intake answers, contact details and the rest of your sign-up record are kept for 3 years after your last activity with us and are then erased, except that a record of any text-message consent choice you made is kept, without your intake answers, as proof of that choice; if you become a client, your intake answers are kept for as long as you are a client and afterward for as long as needed for the purposes and obligations above, or until you ask us to delete them; server and hosting logs are kept for a limited period for security and troubleshooting; and email correspondence is kept for as long as needed to handle your inquiry and to keep a record of it. When information is no longer needed, we delete it or de-identify it. On request, we will delete personal information as described in the rights sections below, subject to legal retention requirements that apply to this website and intake data. Once clinical therapy begins, any records your treating therapist creates are governed by the separate clinical retention rules described in "Who we are and what this policy covers," not by this policy.
9. Security
We use reasonable technical and organizational measures designed to protect personal information, including encryption in transit over HTTPS/TLS, access controls, and reputable hosting and infrastructure providers. No method of transmission or storage is completely secure, however, and we cannot guarantee absolute security.
10. Children's privacy
Our service is intended only for adults 18 and older. We do not knowingly collect personal information from anyone under 18, and never from children under 13. If we learn that we have collected information from someone under 18, we will delete it. If you believe a minor has provided us information, please contact us at privacy@unitedcouplestherapy.com.
11. Your privacy rights
a. California (CCPA/CPRA)
If you are a California resident, you have rights regarding your personal information.
Categories of personal information we collect: identifiers (such as first name or nickname, email address, IP address); internet and network activity (such as pages requested, referral and campaign data, and log data); and sensitive personal information, described below. We collect this from the sources described in the "Information we collect" section, and we use and disclose it for the business and commercial purposes described in the "How we use your information" and "How we share your information" sections. The categories of recipients are the matched therapist or therapists, our service providers and processors, and, where applicable, parties involved in legal compliance or a business transfer.
Sensitive personal information. The intake questionnaire collects sensitive personal information, including information about your health (such as your mental and relationship health, the mental health conditions and concerns you would like a therapist experienced in, and the fact that you are seeking therapy); information about your sex life and sexual orientation (for example, your sexual orientation and answers relating to sex and intimacy or adultery); your gender identity; information that may reveal your religious beliefs or your racial or ethnic origin (for example, a preference for a Christian-based or non-religious therapist, or for a Black or Asian therapist); your answer to the domestic violence safety screen; and anything sensitive you choose to write in your answer to "What brings you here?". We use sensitive personal information only to provide the service you request and for related purposes, and you have the right to limit our use of it. We do not use sensitive personal information to infer characteristics about you, and we do not use it for advertising.
You have the right to: know and access the personal information we have collected about you; delete it; correct inaccurate information; and receive it in a portable format. You also have the right to opt out of the "sale" or "sharing" of personal information (including sharing for cross-context behavioral advertising). We do not sell or share your personal information as those terms are defined, and we honor GPC signals as an opt-out where required. We will not discriminate against you for exercising your rights. California's "Shine the Light" law also lets California residents request information about disclosures of personal information to third parties for their direct marketing purposes; we do not share personal information for third-party direct marketing.
b. Other US state privacy laws
If you are a resident of Virginia, Colorado, Connecticut, Utah, Oregon, Texas, Montana, or another state with a comprehensive privacy law, you may have the right to: access and confirm whether we process your personal information; correct inaccuracies; delete your personal information; obtain a portable copy; and opt out of targeted advertising, the sale of personal information, and certain profiling that produces legal or similarly significant effects. We do not sell personal information or use it for targeted advertising or such profiling. To the extent we ever engage in a sale or targeted advertising, we recognize universal opt-out preference signals, including Global Privacy Control (GPC), for residents of states that require it, as described in the "Cookies and tracking technologies" section. We will not discriminate or retaliate against you for exercising any of these rights, for example by denying service or charging a different price. If we decline your request, you have the right to appeal our decision by replying to our response or by emailing us at privacy@unitedcouplestherapy.com. We will respond to an appeal within the time required by your state's law, generally 45 to 60 days. If we deny your appeal, we will provide information on how to contact your state attorney general to submit a complaint.
c. Visitors in the EEA and UK
Our service is directed to users in the United States, and we operate from and store data in the United States. If we process personal data of residents of the European Economic Area or the United Kingdom, we do so on the following legal bases: your consent; performance of a contract or steps taken at your request; our legitimate interests (such as operating and improving the service and securing it), balanced against your rights; and compliance with legal obligations. You have the right to access, rectify, erase, restrict, and port your personal data, to object to certain processing, and to withdraw consent at any time (without affecting processing already carried out). You may also lodge a complaint with your local supervisory authority. Please note that your data will be processed in the United States, which may have different data protection laws than your country.
d. How to exercise your rights
To exercise any of these rights, email us at privacy@unitedcouplestherapy.com. We may need to verify your identity before acting on your request, and may ask for information to confirm who you are. You may use an authorized agent to submit a request on your behalf where the law allows, and we may require proof of the agent's authorization. We will respond within the timelines required by applicable law.
12. International users and data location
United Couples Therapy is operated from the United States, and the information we collect is stored and processed in the United States. If you access the website from outside the United States, you understand that your information will be transferred to and processed in the United States.
13. Third-party links
Our website may contain links to third-party websites and services that we do not operate. This policy does not apply to those third parties, and we are not responsible for their privacy practices. We encourage you to review the privacy policies of any third-party sites you visit.
14. Changes to this policy
We may update this policy from time to time. When we do, we will revise the "Last updated" date at the top and, where appropriate, provide additional notice. We encourage you to review this policy periodically to stay informed about our practices.
15. Crisis and emergencies
This service is not for emergencies or active crises and is not a substitute for emergency care. If you or someone else is in immediate danger or experiencing a crisis, do not use this website to seek help. Instead, use emergency resources or call your local emergency number.
16. Contact us
If you have questions about this policy or our privacy practices, or if you want to exercise your rights, contact us at:
United Couples Therapy
Faroe Group, Inc.
Privacy requests: privacy@unitedcouplestherapy.com
General support: support@unitedcouplestherapy.com