Privacy Policy

Last Updated: August 7, 2026

Diligent Assistant Inc. DBA Coach Butler (“Coach Butler,” “we,” “us,” or “our”) respects your privacy and is committed to handling personal information responsibly.

This Privacy Policy explains how we collect, use, disclose, store, and protect personal information when you visit coachbutler.co, interact with us, use our forms or resources, book appointments, purchase services, participate in programs or communities, or otherwise engage with Coach Butler.

This Policy applies to personal information under our control and is intended to reflect our obligations under Alberta’s Personal Information Protection Act (PIPA) and other applicable privacy laws.

1. Who We Are

Coach Butler is operated by:

Diligent Assistant Inc. DBA Coach Butler
#130, 315, 5155 130th Avenue SE
Calgary, Alberta T2C 0N3
Canada

Website: coachbutler.co
Privacy Contact: [email protected]

Questions, concerns, requests for access or correction, and other privacy matters may be directed to our Privacy Officer using the email address above.

2. What Personal Information We Collect

The personal information we collect depends on how you interact with Coach Butler.

We may collect information such as:

• your name;

• email address;

• telephone number;

• mailing or business address;

• business or company name;

• website address;

• professional or business information;

• information provided through contact forms;

• information provided through intake forms;

• responses to quizzes, assessments, surveys, or questionnaires;

• appointment and scheduling information;

• information you provide when requesting or downloading a resource;

• information relating to a service, program, consultation, or purchase;

• account or membership information;

• communications you send to us;

• information provided during meetings or consultations;

• testimonials, feedback, or reviews you choose to provide;

• information submitted through a client portal or community; and

• technical information relating to your use of our Website.

We generally do not seek to collect sensitive personal information unless it is reasonably necessary for a specific purpose and you choose to provide it.

3. Business Information

Much of the information Coach Butler works with relates to businesses rather than individuals.

For example, we may ask about:

• your business model;

• services or programs;

• target audience;

• systems and software;

• business processes;

• marketing activities;

• operational challenges;

• revenue goals or business objectives; or

• other information relevant to providing business strategy or support.

Some business information may also qualify as personal information where it can be linked to an identifiable individual.

Where that happens, we handle it in accordance with this Privacy Policy.

4. How We Collect Personal Information

We may collect personal information directly from you when you:

• visit the Website;

• complete a contact form;

• complete an intake form;

• participate in a quiz or assessment;

• request a free resource or lead magnet;

• subscribe to email communications;

• book an appointment;

• attend a consultation or meeting;

• purchase a product or service;

• become a client or member;

• participate in a community;

• submit feedback or a testimonial;

• correspond with us by email or other communication channels; or

• otherwise voluntarily provide information to us.

We may also collect limited information automatically through our Website, CRM, hosting environment, cookies, analytics, or similar technology.

5. Information We Receive From Other People

Sometimes another person may provide us with your information.

For example, someone may:

• refer you to Coach Butler;

• introduce you by email;

• add you as a team member or collaborator;

• request access for you to a client portal or workspace; or

• provide your contact details in connection with a business relationship.

Where appropriate, we may contact you to confirm the relationship and explain how your information will be used.

We ask anyone providing another person’s information to ensure they have appropriate permission to do so.

6. How We Use Personal Information

We may use personal information for reasonable business purposes, including to:

• respond to questions and enquiries;

• provide requested information or resources;

• schedule appointments;

• deliver consultations and services;

• administer client relationships;

• process purchases and payments;

• provide access to programs, portals, communities, or resources;

• communicate about appointments, purchases, programs, or services;

• personalize your experience with Coach Butler;

• understand your business needs;

• maintain contact and client records;

• follow up with prospective clients;

• provide customer support;

• send marketing communications where permitted;

• administer quizzes, assessments, and lead-generation activities;

• improve our Website, services, programs, resources, and systems;

• maintain business and accounting records;

• prevent misuse, fraud, or security incidents;

• troubleshoot technical issues;

• comply with legal, regulatory, tax, accounting, or contractual obligations; and

• operate and improve Coach Butler.

We limit the collection, use, and disclosure of personal information to purposes that are reasonable and appropriate in the circumstances.

7. Consent

Where required, we obtain consent before collecting, using, or disclosing personal information.

Consent may be provided:

• expressly, such as by checking a box, completing a form, providing information, signing an agreement, or verbally agreeing; or

• implicitly, where your actions reasonably indicate your consent and the circumstances allow us to rely on implied consent.

The type of consent appropriate will depend on the nature and sensitivity of the information and the reason it is being collected.

You may withdraw consent to certain uses of your information, subject to legal, contractual, or practical restrictions.

Withdrawing consent may affect our ability to provide certain services or features.

8. Email Marketing and Commercial Communications

If you choose to receive marketing communications from Coach Butler, we may send you emails containing:

• educational content;

• business resources;

• newsletters;

• invitations;

• service information;

• offers; or

• other Coach Butler updates.

We send commercial electronic messages in accordance with applicable Canadian anti-spam requirements.

Canadian anti-spam law generally requires businesses sending commercial electronic messages to have an appropriate basis for consent, identify the sender, and provide an unsubscribe mechanism.

You may unsubscribe from marketing emails at any time using the unsubscribe link provided in the message.

Unsubscribing from marketing communications does not prevent us from sending necessary transactional or service-related communications, such as:

• appointment confirmations;

• purchase receipts;

• client communications;

• account notices; or

• messages required to deliver a service you have requested.

9. CRM and Website Platform

Coach Butler uses a white-labelled customer relationship management and website platform to operate parts of our Website and business systems.

Information submitted through forms, quizzes, lead magnets, appointment calendars, and other Website features may be stored in your contact record within our CRM.

This may include:

• contact information;

• form submissions;

• quiz or assessment responses;

• scheduling activity;

• communication history;

• marketing preferences;

• service information; and

• other information you provide to us.

We use this information to manage relationships, provide services, communicate with you, and operate our business.

10. Scheduling and Appointments

When you schedule an appointment through Coach Butler, we may collect information such as:

• your name;

• email address;

• telephone number;

• business information;

• appointment preferences; and

• responses to scheduling or intake questions.

This information is used to schedule, prepare for, manage, and follow up on the appointment.

11. Payments

Coach Butler uses Stripe, integrated with our business platform, to process certain payments.

Payment card information is generally submitted directly to the payment processor and is handled in accordance with the payment processor’s security and privacy practices.

Coach Butler does not need access to, and does not intentionally store, your complete payment card number or card security code.

We may receive and retain transaction-related information such as:

• your name;

• email address;

• billing information;

• amount paid;

• payment status;

• transaction date;

• invoice information; and

• limited transaction identifiers.

We may also retain records of payments for accounting, tax, legal, and business purposes.

12. Accounting

We use QuickBooks Online for accounting and financial recordkeeping.

Where necessary, customer information such as your name, business name, email address, billing details, invoices, payments, or transaction information may be processed through our accounting systems.

Financial records may be retained for the period required by applicable tax, accounting, and legal obligations.

13. Meetings, Recordings, and Transcriptions

Coach Butler may use services such as Google Meet to conduct meetings with clients, prospective clients, customers, team members, or other business contacts.

Meetings may occasionally be recorded or transcribed.

We will seek your permission before recording a meeting involving you.

Recordings or transcripts may be used for purposes such as:

• providing the agreed service;

• reviewing client needs;

• documenting meetings;

• preparing follow-up materials;

• creating action items;

• maintaining business records; or

• improving service delivery.

We may use transcription or meeting-assistance technology, including AI-enabled tools, to assist with this process.

Where a third-party service processes meeting recordings or transcripts, that service may process the information on our behalf.

14. Artificial Intelligence and Automated Tools

Coach Butler uses, and may continue to adopt, artificial intelligence and automation tools to support business operations and service delivery.

These tools may assist with activities such as:

• drafting or summarizing business content;

• organizing meeting notes;

• producing follow-up materials;

• analyzing business information;

• creating internal documentation;

• assisting with administrative workflows;

• supporting client deliverables; or

• improving business processes.

Where appropriate, limited personal information may be processed using AI-enabled tools.

We aim to minimize the amount of personal information provided to such systems. In many cases, the information used is limited to a person’s name and business-related information.

We do not intentionally use AI tools to process sensitive personal information unless it is reasonably necessary, appropriate, and permitted.

AI-generated outputs are reviewed or used with human judgment where appropriate and are not treated as automatically accurate.

15. Google Workspace

Coach Butler uses Google Workspace and related Google services for business operations.

Personal information may therefore be processed or stored through services such as:

• Gmail;

• Google Drive;

• Google Docs;

• Google Sheets;

• Google Meet; and

• other Google Workspace tools.

These services may be used for communication, document storage, collaboration, meeting delivery, and business administration.

16. Project and Client Management

For certain services, including some ongoing business management or retainer relationships, Coach Butler may use ClickUp to manage work.

Where necessary, limited personal information such as your:

• name;

• email address;

• account access information; or

• business-related project information

may be added to ClickUp so that you can access relevant workspaces, tasks, projects, or information.

17. Team Members, Contractors, and Service Providers

Coach Butler works with employees, contractors, service providers, and technology vendors who may require access to personal information to perform legitimate business functions.

Access may be provided where reasonably necessary for purposes such as:

• client service delivery;

• administration;

• technical support;

• website hosting;

• CRM operation;

• payment processing;

• accounting;

• scheduling;

• communications;

• data storage;

• project management;

• meeting transcription;

• automation; or

• technology support.

We limit access to people and providers who reasonably need the information for their role or function.

Service providers are expected to handle information in accordance with their contractual responsibilities, applicable law, and appropriate security practices.

18. Cross-Border Processing and Storage

Coach Butler is based in Alberta, Canada, but some of the technology and service providers we use may store or process information outside Alberta or outside Canada, including in the United States.

When information is processed in another jurisdiction, it may be subject to the laws of that jurisdiction and may be accessible to courts, law enforcement, regulatory authorities, or government agencies in accordance with applicable law.

Canadian privacy law does not prohibit the use of service providers in other jurisdictions, but organizations remain responsible for personal information under their control and are expected to use appropriate safeguards when outsourcing processing.

By interacting with Coach Butler, you acknowledge that your information may be processed by service providers located outside your province or country.

19. Website Analytics and Technical Information

Our Website platform may automatically collect technical and usage information when you visit the Website.

This may include information such as:

• Internet Protocol (IP) address;

• browser type;

• device type;

• operating system;

• referring page;

• pages viewed;

• date and time of visits;

• interactions with Website features; and

• other usage information.

We may use this information to:

• understand Website usage;

• troubleshoot technical issues;

• maintain Website security;

• improve Website performance;

• understand visitor behaviour; and

• improve our content and services.

We may add additional analytics or advertising technologies in the future, such as Google Analytics, Google Tag Manager, Meta Pixel, or LinkedIn Insight Tag.

If we materially change how we collect or use tracking information, we will update this Privacy Policy and, where required, provide appropriate notices or consent options.

20. Cookies and Similar Technologies

Our Website and technology providers may use cookies or similar technologies.

Cookies are small files or pieces of information that may be stored on your device to help websites function, remember preferences, understand Website activity, or support other features.

Cookies may be used for purposes such as:

• essential Website functionality;

• security;

• session management;

• scheduling;

• form functionality;

• Website preferences;

• performance; or

• analytics.

We may introduce additional analytics or marketing cookies in the future.

Where legally required, we will provide appropriate information or consent mechanisms regarding non-essential cookies.

You may also be able to control cookies through your browser settings.

21. Testimonials, Reviews, and Case Studies

Coach Butler may publish testimonials, reviews, feedback, or case studies provided by clients or customers.

Depending on the permission provided, these may include:

• a person’s name;

• photograph or headshot;

• business name;

• job title;

• written feedback;

• video;

• audio; or

• details about their experience working with Coach Butler.

We will obtain appropriate permission before publishing personally identifiable testimonials or case studies.

Participation is voluntary.

22. Client Portals, Membership Areas, and Communities

Coach Butler may provide client portals, member areas, learning environments, or communities.

Information you choose to provide in these areas may include:

• profile information;

• comments;

• posts;

• questions;

• files;

• business information;

• discussion responses; or

• other content.

Some information submitted in a community area may be visible to other members depending on how the community is configured.

You should avoid posting sensitive or confidential information in areas visible to other users.

Additional community or membership terms may apply.

23. Disclosure Required by Law

We may disclose personal information where required or permitted by law.

This may include situations involving:

• legal proceedings;

• court orders;

• regulatory requirements;

• law enforcement requests;

• fraud prevention;

• protection of legal rights;

• protection of our systems or users; or

• other lawful obligations.

We may also disclose information in connection with a corporate transaction such as a merger, acquisition, restructuring, financing, or sale of some or all of the business, subject to applicable privacy requirements.

24. How Long We Keep Personal Information

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected and for applicable legal, accounting, tax, regulatory, contractual, and business requirements.

Retention periods vary depending on the type of information and its purpose.

For example:

• marketing information may be retained while you remain subscribed or while we have a lawful business reason to maintain the record;

• client records may be retained after the end of a relationship for business, legal, or recordkeeping purposes;

• financial information may be retained for required accounting and tax periods;

• recordings and transcripts may be retained while they remain useful for the purpose for which they were created; and

• information that is no longer required may be securely deleted, anonymised, or otherwise disposed of.

25. Security Safeguards

We use reasonable administrative, technical, and organisational safeguards designed to protect personal information from risks such as:

• unauthorized access;

• loss;

• misuse;

• disclosure;

• alteration; or

• destruction.

Safeguards may include:

• password-protected systems;

• access restrictions;

• account permissions;

• authentication controls;

• reputable technology providers;

• secure cloud-based systems;

• internal procedures; and

• limiting information access to those who need it.

No method of electronic transmission or storage is completely secure, and we cannot guarantee absolute security.

26. Accuracy of Personal Information

We make reasonable efforts to keep personal information accurate and up to date where it is necessary for the purposes for which we use it.

You can help by notifying us if your information changes or appears to be inaccurate.

27. Accessing or Correcting Your Personal Information

Subject to applicable law, you may request access to personal information we hold about you.

You may also ask us to correct information that you believe is inaccurate or incomplete.

Certain legal exceptions may apply to access requests.

To make a request, contact:

Privacy Officer
Diligent Assistant Inc. DBA Coach Butler
[email protected]

We may need to verify your identity before responding to a request.

28. Withdrawing Consent

Where our collection, use, or disclosure of personal information relies on consent, you may withdraw that consent subject to reasonable notice and any legal or contractual restrictions.

For example, you may:

• unsubscribe from marketing emails;

• ask us to stop certain optional uses of your information; or

• contact us regarding consent previously provided.

We will explain any significant consequences of withdrawing consent where appropriate.

29. Children’s Privacy

Coach Butler’s Website, resources, programs, and services are intended for adults.

We do not knowingly collect personal information from individuals under 18 through the Website.

If we become aware that personal information from a minor has been collected in circumstances where it should not have been, we will take reasonable steps to remove it.

30. Third-Party Websites

Our Website may contain links to third-party websites, platforms, resources, or services.

We do not control the privacy practices of third parties.

When you leave our Website or use a third-party service, that organization’s privacy policy and terms will apply.

We encourage you to review those policies before providing personal information.

31. International Visitors

Coach Butler is based in Alberta, Canada and primarily operates under Canadian privacy law.

People located outside Canada, including in the United States, United Kingdom, European Union, or other jurisdictions, may access our Website or engage with Coach Butler.

Where another jurisdiction’s privacy laws apply to a particular interaction, we will handle personal information in accordance with applicable legal requirements.

Accessing our Website from another country does not by itself mean that all privacy laws of that jurisdiction necessarily apply to every aspect of Coach Butler’s operations.

32. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in:

• our Website;

• business operations;

• technology;

• service providers;

• legal requirements; or

• privacy practices.

When we make changes, we will update the Last Updated date at the top of this page.

If a change materially affects how we use personal information, we will provide additional notice or obtain consent where required.

33. Questions, Concerns, and Complaints

If you have questions about this Privacy Policy or concerns about how your personal information has been handled, please contact our Privacy Officer.

Privacy Officer
Diligent Assistant Inc. DBA Coach Butler
#130, 315, 5155 130th Avenue SE
Calgary, Alberta T2C 0N3
Canada

Email: [email protected]
Website: coachbutler.co

We will review privacy concerns and make reasonable efforts to respond appropriately.