Updated: July 14, 2025
Please read below and learn how we collect, protect, share, and use your information. For the purposes of this Privacy Policy, unless otherwise noted, all references to Gravity Lending and Gravity Financial Services refer to and include gravitylending.com (“The Site” or “Site”) and the products and services offered thereon. By using the Gravity Lending website, you consent to the data practices described in this statement.
Description of Gravity Lending
Gravity Lending is headquartered in Austin, Texas, and is licensed as a registered lender with the Texas Office of Consumer Credit Commissioner. All lenders in the Gravity Lending network are FDIC-insured banks or licensed lenders.
For California, Colorado, Virginia, and similar laws we act as a ‘business’ (controller) for data we collect directly and as a ‘service provider’ when servicing lender clients. Processing performed as a service provider is governed by written contracts that restrict data use to the services requested.
How We Collect Information
We collect Personally Identifiable Information (“PII”) such as your name, email, phone number(s), address, social security number, date of birth, employer information, income figures, vehicle information, and current loan/credit information.
Gravity Lending collects and uses your personal information to evaluate credit worthiness and assist in our marketing efforts. You may provide this information when you go through our loan application process via our website, through a third-party application service, or by contacting our call center to submit an application.
Information automatically collected by the Site
We also collect some information automatically on website visits. The Site may collect information from your browser automatically that may constitute Personal Information, depending on applicable laws in your location. Personal Information automatically collected by the Sites, either independently or through third parties, may include: IP addresses or other access log information, device MAC address, and device ID information (“Usage Data”). The Site may also utilize cookies and other tracking technologies as described in the Cookie Policy referenced below. Upon the first visit to the Site, you will be presented with a Cookie Consent dialog box in which you can opt out of providing this information and manage which information is shared. Not consenting or withdrawing consent may adversely affect certain features and functions of the Site.
The User assumes responsibility for any Personal Information of third parties published or shared through the Sites or otherwise provided to GPI and the User represents and warrants it has the right to publish, share, or provide such information and has provided any required notices.
Information required by applicable law
We may collect other information we are required to collect, or that is appropriate to collect, to comply with applicable laws or regulations.
Use of Collected Information
Gravity Lending uses the information to provide the products and services you have requested, to communicate with you through email, telephone/mobile device, and postal mail, to provide customer support or technical support, and to perform marketing services that may be of interest to you.
We retain personal information only as long as necessary to fulfill stated purposes or legal obligations. Data is securely deleted or anonymized when no longer needed.
How We Share Collected Information
Gravity Lending does not share your personally identifiable information with third parties for their own marketing or promotional purposes. We may share limited, non-identifiable information with trusted service providers who perform functions on our behalf, such as credit reporting agencies, financial institutions, or direct business partners offering services that complement our own. These third parties are strictly prohibited from using your information for any purpose other than providing contracted services to Gravity Lending and are required to maintain the confidentiality and security of your information.
Gravity Lending may disclose your personal information if required by law to protect the rights, property, or personal safety of our users and the public.
We may use your information to track data within the gravitylending.com website to deliver customized content that may be of interest to you.
Where the EU or UK GDPR applies, our legal bases are (i) performance of a contract (loan application), (ii) compliance with legal obligations (Know-Your-Customer, anti-fraud), and (iii) legitimate interests (direct marketing to existing customers). Data may be transferred to the United States and other countries under European Commission Standard Contractual Clauses or other approved safeguards.
Cookies and Similar Technologies
We use cookies, pixel tags, UTM links, and similar technologies to gather information about your use of our System and to customize your experience using the System.
Cookies
Cookies are small data files that enable the System to remember user preferences and settings, as well as track and analyze user behavior to improve our System. You can find the following types of cookies employed on our System.
Essential Cookies make it possible for the System to function and we cannot switch them off. They are typically set in response to some action on your part, like providing us with your email or other information online. You can set your browser to block or alert you about these cookies, but some parts of the System may not work.
We do not use or disclose Sensitive Personal Information for any purpose beyond what is reasonably necessary to provide our services to you. Under California’s privacy statute, consumers may direct a business to limit the use or disclosure of their Sensitive Personal Information if the business wishes to use it for additional, unrelated purposes. Because we confine any Sensitive Personal Information to essential service uses only, that right to limit does not apply. Analytics Cookies allow us to count visits and traffic sources, so we can measure and improve our System. They show us which pages are popular and how visitors navigate on them. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our System.
Functional Cookies make it possible for us to enhance the functionality of our system and personalize it. We may set them or have third-party service providers set them. If you do not allow these cookies then some or all of these services may not function properly.
Targeting Cookies record your visits to our System, the pages you have visited and the links you have followed. They are persistent cookies, meaning they remain on your device after your session is over. They will recognize you as a previous visitor and to track your activity on the Sites and other websites you visit. You can delete these cookies via your browser settings. See “Your Cookie Options” section below for how you can control these cookies.
We also allow third parties to use Cookies on our Sites to collect information about your online activities over time and across different websites you visit. This information is used to provide interest-based advertising tailored to you, and to show you relevant ads on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Your Cookie Options
When you first visit our website from a unique, new browser or machine you will be prompted for your consent for us to use cookies to manage the website experience for you and perform other functions as listed above. At that time you can refuse consent or manage the type of cookies you consent to. Additionally, most modern browsers allow you to control and/or delete cookies as you wish – for details, see www.aboutcookies.org. You can delete all cookies that are already on your computer and you can set most browsers to prevent them from being placed. Some browsers will allow you to block all cookies, while others will allow you to set up rules about which cookies to accept from which site, depending on your preferences. There are additional Opt-out options listed in the section below. If you do block or remove cookies, however, you may experience some functionality issues and some services within the system may not work for you.
Opt-Out & Unsubscribe
We respect your privacy and give you an opportunity to opt-out of receiving announcements of certain information. If you choose to opt out, change the settings on your device or contact us at marketing@gravitylending.com, with “Privacy Rights” in the subject line, for the following:
If you opt-out from receiving marketing emails or text messages, we may still need to send you communications about our Services, your account, orders, customer service inquiries, and other matters.
If you agreed to receive future marketing communications directly from a third party through our System, you must contact that party to opt-out of such communications. This process may be outlined in that party’s privacy policy.
California, Colorado, Connecticut, Utah, and Virginia residents may exercise a Do Not Sell or Share My Personal Information right at any time by:
Your California Privacy Rights
If you are a California resident, you have certain rights under California Consumer Privacy Act and other data protection laws, including:
You may submit requests for access or erasure of your personal information by emailing marketing@gravitylending.com or by calling toll-free (within the U.S. only) 1.888.602.1125 (and asking for the Digital Marketing Manager).
If you submit a request for access or erasure of personal information, you will be required to verify your identity by answering certain questions. We will not disclose or delete any information until your identity is verified.
If you are making a request for erasure, we will ask you to confirm again that you want us to delete your personal information before processing your deletion request.
If you are making a request for access, we may not be able to provide specific pieces of personal information if the disclosure creates a substantial, articulable, and unreasonable risk to the security of your personal information, your account with us, our network or the System.
You may designate an authorized agent to submit a request on your behalf by providing that agent with your written permission. If an agent makes a request on your behalf, we may still ask that you verify your identity directly with us before we can honor the request.
Agents making requests on behalf of California residents must verify the request by submitting written authorization from the individual. We will not honor any requests from agents until authorization is verified.
Our response to a request is at no cost to you. We endeavor to respond to a verifiable consumer request within 45 days of its receipt. If we require more time, we will inform you of the reason and extension period in writing.
Under the California “Shine the Light” law, California residents may request information about our disclosures of certain categories of personal data to third parties (i.e., our affiliates) for such third parties’ direct marketing purpose, by emailing marketing@gravitylending.com or writing to: Gravity Lending, Digital Marketing Manager, 3800 Quick Hill Rd Bldg 2, Suite 200, Austin TX 78728
If you are under 18 years old, a California resident, and a registered user of any Site where this policy is posted, California Business and Professions Code Section 22581 permits you to request and obtain removal of content or information you have publicly posted. To make such a request, please send an email with a detailed description of the specific content or information to marketing@gravitylending.com. Your request does not ensure complete or comprehensive removal of what you have posted and the law may not require or allow removal even if requested.
If you use an authorized agent under California law, the agent must present signed permission, and we will verify your identity directly with you before processing. Verification uses a risk-based method that compares at least two unique data points (three for deletion of sensitive data)
Security
We take the necessary security measures including physical, electronic, and procedural, to safeguard your information. When you submit sensitive information via the website, your information is encrypted to protect you as well as firewalls to prevent unauthorized use. Only parties who need specific information are granted access and the information is kept in a secure environment.
This site is intended for users 18 and older and is not directed to children under 13. We do not knowingly collect information from children. If you believe we have inadvertently collected such information, contact marketing@gravitylending.com and we will delete it promptly. Residents under 16 in California must affirmatively opt in before any sale or sharing of their Personal Information.
SMS Terms & Conditions
By providing your mobile phone number, you consent to receive SMS messages from Gravity lending related to your application status, account support, and other relevant updates.
Message Frequency
Message frequency may vary.
Message and Data Rates
Standard message and data rates may apply
Opting Out
You may opt out of receiving SMS messages at any time by replying with STOP to any SMS message you receive from us. After opting out, you will receive a confirmation message, and we will cease sending SMS messages to your number.
Help and Support
If you need assistance or have questions about our SMS service, reply with “HELP” to any SMS message you receive, or contact our customer support team at marketing@gravitylending.com.
Privacy Policy
No mobile information will be shared with third parties or affiliates for marketing or promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.
Changes to this Policy
We may update this Privacy Policy from time to time. Material changes will be announced by (i) posting the revised Policy with a new ‘Updated’ date, and (ii) e-mail notice to customers where required by law. Continued use of the Site after the effective date constitutes acceptance.