Privacy Policy

Last updated: December 15, 2022

The purpose of this Privacy Policy is to describe how Florence Labs, Inc. (collectively, “Florence”, “we”, “our” or “us”) collect, use and share information about you through our website, (“Site”), and our cloud-based solution for patients (“Solution”, and together with the Site, the “Services”). This Privacy Policy is not a contract and does not create any contractual rights or obligations.

We will update this Privacy Policy from time to time to reflect our practices and recommend that you periodically review this Privacy Policy. If we make material changes to this Privacy Policy, we will make reasonable attempts to notify you before they become effective.

If you have questions about this Privacy Policy, please feel free to contact us (our contact information is at the end of this Privacy Policy).

A Note About Protected Health Information

The Solution supports healthcare organizations and patients with various objectives, including appointment scheduling, care navigation, among others.

If you use the Solution as a patient of a healthcare organization, we will collect certain information about you on behalf of your healthcare organization that may be Protected Health Information regulated by HIPAA. Where this is the case, we act as a “business associate” to your healthcare organization, and your healthcare organization’s Notice of Privacy Practices and our agreements with your healthcare organization govern the use of your Protected Health Information, not this Privacy Policy. If you have any questions about the use and disclosure of your Protected Health Information, please contact your healthcare organization.

HIPAA” means Health Insurance Portability and Accountability Act of 1996, the Health Information Technology for Economic and Clinical Health Act and their implementing regulations as amended from time to time. “Protected Health Information” is individually identifiable health information that is protected by HIPAA and that we receive on behalf of a healthcare organization that is a Covered Entity under HIPAA.

Information We Collect

Information You Provide to Us. We collect information you provide to us through the Services, for example when you access our website, create or modify your account, register to use our Services, schedule appointments, make payment for healthcare services, request information from us, contact customer support, fill out any form in the Services, or otherwise communicate with us. This information may include:

  • Name
  • Address
  • Email address
  • Telephone number
  • Payment information (credit card or debit card number, expiration date and credit card security code)
  • Date of birth
  • Demographic information
  • Username and password
  • Health or medical information
  • Insurance information
  • Any other information requested or provided through a contact form, registration form, email, text or other message with the Site.

Information We Collect Automatically. Whenever you interact with our Services, we automatically receive and record information from your browser or device using cookies or similar technologies. This information may include your IP address, geolocation data, device identification, the type of browser and/or device you’re using to access our Services, and the page or feature you requested. To learn more about the cookies and other technologies we use, please see our Statement on Cookies and Similar Technologies below.

The information we collect automatically may include personal information, or we may maintain it or associate it with personal information we collect in other ways or receive from third parties. It helps us to improve the Services and to deliver a better and more personalized service.

We may use this data to customize content for you that we think you might like, based on your usage patterns. We may also use it to improve the Services – for example, this data can tell us how often users use a particular feature of a Service, and we can use that knowledge to make the Services more helpful to as many users as possible.

How We Use and Share Your Information

To Provide the Services. We use your information to:

  • present our Solution, Sites and their contents to you;
  • provide you with information, products, or services that you request from us, including, if applicable, facilitating communications, appointment scheduling and other administrative operations with your healthcare organization;
  • fulfill any other purpose for which you provide it;
  • register and service your online account;
  • process credit card and debit card transactions;
  • enforce our Terms or other legal rights and remedies;
  • notify you about changes to our Services or any products we offer or provide;
  • improve our Services; and
  • fulfill any other purposes disclosed to you at the time we collect your information or pursuant to your consent.

Vendors and Service Providers. We may provide information to third-party vendors and service providers that help us operate and manage our Services. These vendors and service providers will have access to your personal information in order to provide these services, but we implement reasonable contractual and technical protections to limit their uses of that information to those necessary to help us provide the Services. A list of these vendors and service providers can be provided to you upon request.

Third-Party Analytics. We use selected third parties to collect data about how you interact with the Services. This information may be used to, among other things, improve the functionality of our Services.

With Your Consent. In addition to the sharing described elsewhere in this Privacy Policy, we will share personal information with companies, organizations or individuals when we have your consent to do so.

Legal Proceedings. We will share personal information with third party companies, organizations or individuals if we have a good-faith belief that access, use, preservation or disclosure of the information is reasonably necessary to:

  • meet any applicable law, regulation, subpoena, legal process or enforceable governmental request;
  • enforce applicable Terms, including investigation of potential violations;
  • detect, prevent, or otherwise address fraud, security or technical issues; or
  • protect against harm to the rights, property or safety of Florence, our users, customers or the public as required or permitted by law.

Transfer in the Event of Sale or Change of Control. If the ownership of all or substantially all of our business changes or we otherwise transfer assets relating to our business or the Site to a third party, such as by merger, acquisition, bankruptcy proceeding or otherwise, we may transfer or sell your personal information to the new owner. In such a case, unless permitted otherwise by applicable law, your information would remain subject to the promises made in the applicable privacy policy.

Statement on Cookies and Similar Technologies

Our Services use cookies and other data collection technologies described in this section.

Cookies. A cookie is a small file placed on your computer’s hard drive that collects and stores information about your equipment, preferences and browsing patterns. Our analytics providers use cookies to analyze web page traffic, usage patterns, and to tailor our Services to your individual interests. For more information about cookies, visit

Web Beacons. A web beacon (also referred to as clear gif, pixel tag or single-pixel gif) is a transparent graphic image used in tandem with cookies that enables us to record a user’s actions. We use web beacons to count users who have visited those pages, verify system and server integrity and for similar statistical measures.

You can set your Internet browser settings to stop accepting new cookies, to receive notice when you receive a new cookie, to disable existing cookies, and to omit images (which will disable pixel tags). Note that the opt-out will apply only to the browser that you are using when you elect to opt out of advertising cookies. Please note that without cookies or pixel tags you may not be able to take full advantage of all features of our Services.

Some web browsers incorporate a “Do Not Track” feature (“DNT”) that signals to the websites that you visit that you do not want to have your online activity tracked. Many websites and applications, including our Services, do not currently respond to web browser DNT signals because such signals are not yet uniform. For more information about DNT signals, please visit

Text Messages and SMS

Florence and those acting on our behalf may send you text (SMS) messages at the phone number you provide us or your health provider. These messages may include operational messages about your use of the Solution. You understand that by providing your mobile phone number, you expressly consent to receive automated text messages from us at the mobile phone number you provide. Consent to receiving text messages is not required in order to be a user. Message and data rates may apply, and you should check the rates of your mobile carrier.  You can opt out of receiving text messages by texting STOP in response to any text message. We share your mobile phone number with service providers with whom we contract in order to send you automated text messages, but we will not share your mobile phone number with third parties for their own marketing purposes without your express consent.

Retention of Your Information

As a general matter, we will keep your personal information for as long as necessary to fulfill the purpose for which it was collected. If a law requires us to retain your information for a longer period of time, we will comply with that law. We will also retain your personal information as necessary to protect our legal rights.

Security of Your Information

We maintain administrative, technical, and physical safeguards designed to protect against unauthorized access, use, modification, and disclosure of your information in our custody and control. No data, on the Internet or otherwise, can be guaranteed to be 100% secure. While we strive to protect your information from unauthorized access, use, or disclosure, we cannot and do not ensure or warrant the security of your information.

Children’s Privacy

We do not knowingly collect information, including personal information as defined by the Children’s Online Privacy Protection Act, from children under the age of 13. If you are a parent or guardian of a child under the age of 13 and believe he or she has disclosed personal information to us, you may contact us to request that we delete and stop use of that information (our contact information is at the end of this Privacy Policy). If we learn that we have received any information directly from a child under age 13 without first receiving his or her parent’s verified consent, we will use that information only to respond directly to that child (or his or her parent or legal guardian) to inform the child that they cannot use the Services. We will then subsequently delete that child’s information.

Information for Users from Outside of the United States

The Services are intended for use only in the United States. If you use the Services or contact us from outside of the United States, please be advised that (1) any information you provide to us or that we automatically collect will be transferred to the United States; and (2) by using the Services or submitting information, you explicitly authorize its transfer to and subsequent processing in the United States in accordance with this Privacy Policy.

Shine the Light

California residents may also request information from us once per calendar year about any personal information shared with third parties for direct marketing purposes, including the categories of information and the names and addresses of those businesses with which we have shared such information. To request this information, please contact us (our contact information is at the end of this Privacy Policy). Your inquiry must specify “California Privacy Rights Request” in the subject line of the email, and you must include your name, street address, city, state, and ZIP code.

Florence does not share information with third parties for their own direct marketing purposes.

Contact Us

If you have any questions, comments or concerns regarding this Privacy Policy, please contact us by sending correspondence to:

Florence Labs, Inc.
228 Park Ave S
PMB 31583
New York, New York 10003