Privacy Policy

Effective date: August 27, 2026 Last updated: August 27, 2026

This Privacy Policy explains how Fortify Practice (“Fortify Practice,” “we,” “us,” or “our”) collects, uses, and shares information when you visit fortifypractice.com (the “Site”), request a demo, or use our AI phone receptionist service, “Lucy” (the “Service”). It also explains the limited role we play when we handle patient information on behalf of the dental practices we serve.

Please read this alongside our Terms of Service and our Cookies Policy.

A note about two very different kinds of data

We handle two categories of information, and it matters which is which:

Information about you as a website visitor or prospective customer. When you browse the Site or fill out a demo-request form, we collect business-contact information to respond to you. We control this data and this Privacy Policy governs it.
Patient call information we process for a dental practice. When a dental practice uses Lucy, Lucy answers calls from that practice’s patients and books appointments into the practice’s practice-management system. Those calls can include health information. For that data, the dental practice is responsible for the information (the “covered entity”) and we act as its service provider (a “Business Associate”) under a separate agreement. We only handle that patient information to provide the Service to the practice, under the practice’s instructions and our Business Associate Agreement with them, not for our own purposes.

Information we collect

Subsection A, Information you give us

Demo-request and contact form data. When you request a demo or contact us, we collect what you submit, typically your name, dental practice name, email address, phone number, and any message. Our demo and intake forms are powered by a third-party marketing and CRM platform (GoHighLevel), which processes and stores this data on our behalf.
Account and billing information. If you become a customer, we collect the information needed to set up and bill your account, such as practice details and payment information (payment card processing is handled by our third-party payment processor; we do not store full card numbers ourselves).
Communications. Records of your emails, calls, and support requests with us.

Subsection B, Information we collect automatically on the Site

Usage and device data. Pages viewed, links clicked, referring URLs, browser type, device type, and general (city/region-level) location inferred from IP address.
Cookies and similar technologies. We use essential and analytics cookies. See our Cookies Policy for the full list and how to control them.

Subsection C, Patient call information (handled as a Business Associate, for practices only) When a practice uses Lucy, we process information contained in patient calls, which may include a caller’s name, phone number, appointment details, and reason for calling, some of which may be Protected Health Information (PHI). We handle this only to deliver the Service to the practice, under our Business Associate Agreement with that practice.

How we use information

We use website and customer information to:

respond to demo requests and inquiries;
provide, set up, bill for, and support the Service;
improve the Site and the Service, and understand how they are used;
send you service-related and, where permitted, marketing communications (you can opt out of marketing at any time);
maintain security and prevent fraud or abuse; and
comply with legal obligations.

We use patient call information only to provide the Service to the dental practice, for example, to answer a patient’s call, schedule or update an appointment in the practice’s system, and create records of the interaction for the practice. We do not sell patient information, and we do not use it for our own advertising.

We share information in these limited situations:

Service providers / subprocessors. We use trusted third parties to run our business and the Service, for example, hosting and cloud infrastructure, telephony/voice providers, AI model providers, our CRM and forms platform (GoHighLevel), analytics providers, and our payment processor. They may only use the information to perform services for us.
With the dental practice. Patient call information is shared with, and belongs to, the practice the patient is calling.
Legal and safety. When required by law, subpoena, or to protect rights, safety, or property.
Business transfers. In connection with a merger, acquisition, or sale of assets, subject to this Policy.

We do not sell your personal information.

Data retention

Website and demo-request data: we keep it for as long as needed to respond to you and for our legitimate business and legal purposes, then delete or de-identify it.
Customer account and billing records: kept for the life of the account and as required by law after it closes.
Patient call information: retained according to our agreement with the practice and applicable law; the practice may request return or deletion consistent with the BAA.

Security

We use administrative, technical, and physical safeguards designed to protect the information we handle, including encryption in transit, access controls, and vendor due diligence. No method of transmission or storage is 100% secure, and we cannot guarantee absolute security.

Patient and practice data: our role as a Business Associate

Dental practices that use Lucy are responsible for their patients’ health information. When we handle that information to provide the Service, we do so as their Business Associate under a separate, signed Business Associate Agreement (BAA). That agreement, not this Privacy Policy, governs how we may use and protect Protected Health Information, and what happens in the event of a breach.

If you are a patient: the dental practice you called is the right point of contact for questions about your health information and your rights. We handle your information on that practice’s behalf.

Your rights and choices

Marketing opt-out. You can unsubscribe from marketing emails at any time using the link in the message.
Access, correction, deletion. Depending on where you live, you may have the right to access, correct, or delete personal information we hold about you as a website visitor or customer. To make a request, contact us using Section 11.
Cookies. You can control cookies through your browser and our cookie controls, see the Cookies Policy.
Do Not Sell. We do not sell personal information.

Patients: requests about health information handled through Lucy should go to your dental practice, which is responsible for that data.

Children’s privacy

The Site and Service are intended for dental practices and business users, not for children. Note that patients of any age may call a practice and be handled by Lucy on that practice’s behalf; that information is governed by the practice’s obligations and our BAA, not by direct collection from a child through the Site.

Contact us

Questions about this Privacy Policy or your information:

Fortify Practice Email: privacy@fortifypractice.com

Changes to this Policy

We may update this Privacy Policy from time to time. When we do, we will change the “Last updated” date above and, for material changes, provide a more prominent notice. Your continued use of the Site or Service after an update means you accept the revised Policy.