Last updated: October 23, 2026

Salt Creek Advisory LLC (“Salt Creek Advisory,” “we,” “us,” or “our”) respects your privacy. This policy explains what information we collect through saltcreekadvisory.com (the “Site”), how we use it, and the choices you have. It applies to the Site itself, not to the confidential deal information we handle once a formal advisory engagement is underway, which is governed by the engagement letter and any separate non-disclosure agreement you sign with us.

Information We Collect

We collect information in three ways:

  • Information you submit directly. This includes your name, email address, phone number (optional), and the message you write in our contact form, plus anything you send us by email or enter when you book a call through our scheduling link. If you join our buyer list, it also includes your firm and its website, the kind of buyer you are, what you buy (the sectors, deal size ranges, and regions you choose, and for a fund, its size and the year it closed), any one-pager you upload or note you write, and your agreement to receive emails about matching opportunities, with the date and the wording you agreed to.
  • Information you submit through the valuation tool. This includes your name, email address, phone number (optional), company website (optional), and state; your industry and sub-sector; the annual revenue and profit figures you enter and how your own pay is treated in them; growth trend, customer concentration, recurring revenue mix, owner involvement, and similar business characteristics; if you choose to answer, when you are thinking about selling and whether you own the real estate the business operates from; the estimated range the tool produces; and a record of when you accepted our Terms of Use and Privacy Policy, which version of the Terms was in effect, and whether you checked the optional box agreeing to calls and texts.
  • Automatically collected technical information. Like most websites, our hosting and infrastructure providers may log standard technical data such as IP address, browser type, device type, referring page, and timestamps, for security and site operation purposes.

This Site uses Google Analytics, a web analytics service provided by Google, to help us understand how visitors use the Site (for example, which pages are viewed and how visitors navigate the Site). Google Analytics uses cookies and similar technologies to collect this information, which may include your IP address; we use this data in aggregate and do not use it to identify you personally. When you complete the valuation tool, we also send Google Analytics the industry and state you selected and the midpoint of your estimated range, so we can see which parts of the Site lead to inquiries. We never send your name, email address, phone number, or website to Google Analytics. We do not use analytics data for advertising or ad targeting, and we do not sell your information to third parties. You can opt out of Google Analytics tracking using the Google Analytics Opt-out Browser Add-on or by adjusting your browser’s cookie settings. If we add other third-party analytics, advertising, or tracking tools, we will update this policy to describe what is used and why. Google may also collect information about your online activity over time and across other websites and services that use Google products. We do not control that collection. Google describes its practices at policies.google.com/technologies/partner-sites.

How We Use Information

We use the information above to:

  • Respond to your inquiries and schedule conversations;
  • Generate the directional estimate produced by our valuation tool;
  • Call or text you about your estimate and our services, but only if you checked the optional consent box in the valuation tool (otherwise we use your phone number only to return a call or message you started);
  • Understand, at a general level, the businesses and owners reaching out to us, so we can prepare for a conversation;
  • Measure how the Site performs, including which pages, guides, and downloads visitors engage with, and which parts of the Site lead to inquiries;
  • Maintain, secure, and improve the Site; and
  • Comply with legal obligations, where applicable.

We handle everything you submit, including valuation tool inputs, as sensitive business information, and we limit who can access it. We do not use it for any purpose beyond the ones described here. Handling information carefully is not the same as a confidentiality agreement. As our Terms of Use explain, information you send through this Site is not covered by a confidentiality obligation until you and Salt Creek sign an NDA or an engagement letter, and we are glad to sign one before you send us anything sensitive.

How We Share Information

We do not sell your information, we do not share it for cross-context behavioral advertising, and we do not share it with third parties for their own marketing purposes. We use the service providers below to operate the Site. Each is bound to use your information only to provide its service to us:

  • Formspree, Inc. (United States) receives, delivers, and stores submissions from our valuation tool and our contact form, and receives buyer list sign-ups when our CRM cannot be reached, including your name, email address, phone number, website, state, any message you write, and the business details you enter. This is how your submission reaches us.
  • Cloudflare, Inc. (United States) hosts and delivers this Site and provides security and traffic analytics. Cloudflare processes technical data including your IP address, browser type, and the pages you request. Cloudflare Turnstile checks the buyer list form for automated submissions, which involves your IP address and signals from your browser.
  • Google LLC (United States) provides Google Analytics, described above.
  • HelmIQ (United States), a separate company also owned by Salt Creek’s founder, Jack Pitts, provides the scheduling page reached through our “Schedule a Call” links. If you book a meeting, the name, email address, and any details you enter go to HelmIQ and to us. HelmIQ is also the CRM where we keep buyer list sign-ups: if you join our buyer list, the details you enter and any one-pager you upload are stored in HelmIQ and used only to tell you about client businesses that match what you told us. HelmIQ reads an uploaded one-pager automatically to record your acquisition criteria, which involves sending the document’s text to a third-party AI model provider. Every opportunity email includes a way to unsubscribe. Before your details reach HelmIQ, your IP address is replaced with a scrambled identifier (a salted hash), so HelmIQ never receives the address itself. When a sign-up arrives, HelmIQ notifies our team in HelmIQ and in our Slack workspace (Slack Technologies, LLC, United States); that notification can include your name and firm.
  • Professional advisors (such as legal or accounting counsel), where necessary; and
  • Regulators or authorities, if required by law, subpoena, or other legal process.

If you engage Salt Creek formally as a client, information relevant to that engagement may be shared with prospective counterparties, lenders, or other transaction participants only with your knowledge and consent, consistent with standard M&A process practice and any confidentiality terms in your engagement letter.

Data Retention

We retain information you submit for as long as reasonably necessary to respond to your inquiry, maintain our business records, and comply with legal or professional obligations. You may request that we delete information you have submitted at any time, as described below.

Your Choices

You may:

  • Ask us what information we hold about you;
  • Ask us to correct or delete information you have submitted; and
  • Opt out of any future email communication from us at any time by replying and letting us know.

To make any of these requests, email us at jack@saltcreekadvisory.com or connor@saltcreekadvisory.com.

Do Not Track and Global Privacy Control

Some browsers can send a “Do Not Track” (DNT) signal or a Global Privacy Control (GPC) signal. There is no common industry standard for how a website should respond to a DNT signal, and this Site does not currently respond to DNT signals. If your browser sends a GPC signal, the Site tells Google Analytics not to set or read its cookies during your visit; Google may still receive limited measurement data without cookies. We apply the same cookie setting to every visitor from the European Economic Area, the United Kingdom, and Switzerland. We do not sell your personal information and we do not share it for cross-context behavioral advertising, so these signals do not change how we handle what you submit to us. You can still opt out of Google Analytics using the browser add-on linked above, or by blocking or clearing cookies in your browser settings.

Children’s Privacy

This Site is intended for business owners, investors, and professionals. It is not directed at, and we do not knowingly collect information from, children under the age of 13.

Changes to This Policy

We may update this policy from time to time, for example if we add new tools or third-party services to the Site. We will update the “Last updated” date above when we do. The August 2026 revision named the service providers we use to operate the Site, including Formspree, Cloudflare, Google, and HelmIQ, and added the section on Do Not Track and Global Privacy Control signals. The September 2026 revision added the contact form on our contact page as a way you can submit information to us. A later September 2026 revision removed an incorrect statement that Google serves the Site’s web fonts; the fonts are hosted on this Site, so loading them sends nothing to Google. The October 2026 revision listed every field the valuation tool collects, including the exact revenue and profit figures you enter (an earlier version said “ranges”), disclosed the valuation details we send to Google Analytics, described how the Site responds to Global Privacy Control signals, and described how we use a phone number you give us. A later October 2026 revision added the buyer list form on our investors page: what it collects, that sign-ups and uploaded one-pagers are stored in HelmIQ and read automatically with an AI model, and that Cloudflare Turnstile checks the form for automated submissions. A further October 2026 revision listed the acquisition criteria the buyer list form now asks for. A later October 2026 revision added the optional question in the valuation tool about when you are thinking about selling. A further October 2026 revision added the optional question in the valuation tool about whether you own the real estate your business operates from. Continued use of the Site after an update means you accept the revised policy.

Contact Us

Questions about this policy or how we handle your information can be directed to jack@saltcreekadvisory.com or connor@saltcreekadvisory.com.

See also our Terms of Use and Accessibility Statement.