Merlin Law Group PLLC Privacy Policy
Effective Date: March 1, 2026
Last Updated: March 1, 2026
Merlin Law Group PLLC (“Merlin Law Group,” “we,” “us,” or “our”) is committed to protecting the privacy, confidentiality, and security of personal information entrusted to us. Because our practice focuses on plaintiff-side property insurance litigation and related legal matters, the personal information we receive may be broader and more sensitive than the information typically collected by many other businesses and law firms.
This Privacy Policy explains how we collect, use, disclose, store, and protect personal information in connection with:
- visits to our website and digital properties;
- inquiries from prospective clients and intake communications; and
- legal representation of clients and management of legal matters.
This Privacy Policy also describes our SMS communications practices, AI-assisted communications, and certain rights that may apply under federal and state privacy laws.
By using our website or providing information to us, you acknowledge that you have reviewed this Privacy Policy. If you do not agree with this Privacy Policy, please do not use our website or submit information through our online forms.
Section 1. Scope of This Privacy Policy
This Privacy Policy applies to personal information collected by Merlin Law Group through:
- our website, forms, landing pages, and online tools;
- telephone, email, chat, SMS, and other communications;
- prospective client intake and case evaluation;
- legal services provided to clients; and
- technology platforms and service providers used in support of our operations, including customer relationship management, communications, analytics, document management, and case-related workflows.
This Privacy Policy does not create an attorney-client relationship, and submission of information through our website or intake tools does not by itself establish representation.
Section 2. Categories of Individuals and Data Contexts
Because the nature of the information we handle differs depending on the relationship, we organize our privacy practices into three primary categories:
Section A. Website Visitors
This section applies to individuals who visit our website, browse our content, use chat tools, or submit basic contact requests.
Section B. Prospective Clients
This section applies to individuals who contact us to request a consultation, case evaluation, intake review, or potential legal representation.
Section C. Clients and Legal Matters
This section applies to individuals and entities for whom we provide legal representation or other legal services, as well as individuals whose information is included in legal files, claim files, litigation records, and related materials.
Section 3. Information We Collect
The categories of personal information we collect depend on how you interact with us.
A. Information We Collect from Website Visitors
We may collect the following categories of information from website visitors:
- Identifiers and Contact Information: name, email address, telephone number, mailing address, company name, and similar contact details submitted through forms.
- Internet and Device Information: IP address, browser type, device type, device identifiers, operating system, referring URLs, pages visited, clickstream data, session information, and approximate geolocation derived from IP address.
- Website Interaction Data: information regarding how you interact with our website, forms, downloadable materials, embedded media, and marketing pages.
- Cookies and Tracking Data: information collected through cookies, pixels, analytics tools, and similar technologies.
- Chat and Communication Data: content you submit through web chat, chatbot interactions, appointment request tools, contact forms, or similar website features.
B. Information We Collect from Prospective Clients
In the course of evaluating whether Merlin Law Group may provide legal representation, we may collect:
- Contact Information: name, phone number, mobile number, email address, mailing address, employer or business name, and preferred communication methods.
- Claim and Matter Information: details regarding insurance claims, losses, dates of loss, carriers, adjusters, dispute history, denial or underpayment issues, estimates, and related supporting information.
- Insurance Information: policy numbers, claim numbers, declarations, coverage information, correspondence with insurers, and related documentation.
- Communication Records: emails, intake notes, recorded calls where permitted by law, SMS messages, chat transcripts, appointment history, and related communications.
- Property and Asset Information: information relating to real property and personal property ownership, including deeds, mortgages, lien information, property tax records, appraisals, valuations, inventories of contents, photographs, video recordings, drone imagery, engineering reports, repair estimates, contractor invoices, business interruption documentation, equipment lists, serial numbers, floor plans, security-related layouts, and related materials necessary to evaluate potential insurance claims. Authorized firm personnel and service providers may access such information remotely in connection with providing services.
- Financial and Loss Information: estimates of damage, business interruption calculations, contents inventories, receipts, invoices, and records relating to claimed losses or valuation disputes.
- Sensitive Personal Information: in the course of considering legal representation, we may receive sensitive personal information, including financial account information, insurance policy numbers, government-issued identification numbers, health-related documentation associated with a loss, precise or embedded geolocation data contained in media files, and other information that may be considered sensitive under applicable law.
- Third-Party Information: information relating to tenants, employees, family members, contractors, adjusters, witnesses, experts, or other individuals whose personal information may appear in claim documentation or communications provided to us.
C. Information We Collect in Connection with Clients and Legal Matters
- full legal case files and litigation materials;
- pleadings, discovery, deposition materials, transcripts, affidavits, declarations, and court filings;
- expert reports, engineering reports, appraisals, contractor reports, consultant analyses, and internal strategy materials;
- settlement communications and mediation materials;
- insurance claim files, carrier correspondence, and claim handling records;
- financial records relevant to damages, business interruption, valuation, or loss calculations;
- documents containing personal, commercial, operational, or security-sensitive information about homes, businesses, properties, or contents;
- metadata associated with photographs, videos, drone imagery, or electronically stored information;
- information required for conflict checks, billing, trust accounting, compliance, and document retention; and
- any other information reasonably necessary to investigate, pursue, defend, resolve, or administer a legal matter.
Section 4. Attorney-Client Confidentiality and Privilege
Information provided to Merlin Law Group in the course of seeking or receiving legal representation may be protected by the attorney-client privilege, work-product doctrine, and applicable professional responsibility rules.
Submission of information through our website, contact forms, web chat, chatbot tools, or intake channels does not automatically create an attorney-client relationship. However, our ethical and professional confidentiality obligations may apply more broadly than statutory privacy obligations, including in certain communications with prospective clients even if representation is not ultimately undertaken.
Nothing in this Privacy Policy is intended to limit protections available under attorney-client privilege, the work-product doctrine, applicable court rules, or rules of professional conduct.
Section 5. How We Use Personal Information
We may use personal information for the following purposes:
- to operate, maintain, and improve our website and digital services;
- to respond to inquiries, schedule consultations, and communicate with website visitors or prospective clients;
- to evaluate potential legal representation, conduct conflicts review, and determine whether to accept a matter;
- to provide legal advice, representation, litigation support, settlement support, and related legal services;
- to communicate with clients, prospective clients, experts, vendors, insurers, opposing parties, and others involved in a legal matter;
- to send case updates, intake follow-up messages, appointment reminders, document requests, deadline notifications, and other service-related communications;
- to send SMS messages as described in this Privacy Policy and any separate SMS terms or disclosures;
- to operate chat tools, AI-assisted intake tools, and workflow automation tools;
- to analyze website usage and improve performance, content, and user experience;
- to manage records, billing, trust accounting, retention, quality control, internal administration, and business operations;
- to detect, investigate, and prevent fraud, unauthorized activity, abuse, or security incidents;
- to comply with legal, ethical, regulatory, professional, contractual, insurance, court-imposed, or law enforcement obligations; and
- to protect the rights, interests, safety, and property of our firm, our clients, and others.
Section 6. AI-Assisted Communications and Automated Tools
Merlin Law Group may use AI-assisted tools, chatbots, workflow automation, and similar technologies to support communications, intake, scheduling, routing, document collection, administrative workflows, or preliminary issue identification.
These tools are used to support firm operations and client service efficiency. They are not a substitute for attorney judgment and are not intended to provide individualized legal advice unless reviewed and delivered by an attorney or authorized firm professional.
Information submitted through AI-assisted or automated tools may be processed by technology providers acting on our behalf and subject to contractual confidentiality and security obligations.
Section 7. How We Share Personal Information
We do not sell personal information, share personal information for cross-context behavioral advertising, or engage in data brokerage activities.
We may disclose personal information in the following circumstances:
- Service Providers and Technology Vendors: to vendors that support website hosting, cloud storage, analytics, communications, customer relationship management, case management, document management, cybersecurity, consulting, and other operational or legal service functions.
- Communications Platforms: including platforms used for email, contact management, intake workflows, SMS distribution, automation, and records management.
- Professional Advisors and Litigation Support: to co-counsel, local counsel, experts, consultants, vendors, investigators, court reporters, e-discovery providers, mediators, arbitrators, and similar parties as reasonably necessary to evaluate, prosecute, defend, or resolve a matter.
- Courts, Tribunals, and Government Authorities: when required by subpoena, court order, legal process, regulatory requirement, or law.
- Insurance and Claim-Related Counterparties: when necessary to pursue a claim, communicate with carriers, exchange required documents, or advocate on behalf of a client.
- Business Transfers: in connection with a merger, reorganization, financing, acquisition, or transfer of some or all of our operations, subject to appropriate confidentiality protections.
- With Consent or Direction: when you authorize or direct us to make a disclosure.
SMS opt-in data and consent records will not be shared with third parties or affiliates for their own marketing or promotional purposes.
Section 8. Cookies, Analytics, and Tracking Technologies
Our website uses cookies, pixels, web beacons, analytics tools, and similar technologies to:
- operate and secure the website;
- remember user preferences;
- understand website traffic and usage trends;
- measure campaign effectiveness; and
- improve performance and functionality.
We may use analytics and website management tools provided by third parties. These providers may collect certain information automatically through browser and device technologies.
You may manage cookies through your browser settings. Disabling cookies may affect site functionality.
Section 9. Website Not Secure for Confidential Transmission
Transmission of information over the internet is not guaranteed to be secure. Although we use reasonable safeguards, please do not submit highly sensitive information through website forms or chat tools unless instructed to do so through secure channels.
If secure transmission is necessary for a particular matter, we may provide alternate or secure methods for transmitting documents or information.
Section 10. Data Security
We maintain administrative, technical, and physical safeguards designed to protect personal information from unauthorized access, use, disclosure, alteration, or destruction.
These safeguards may include:
- encryption in transit;
- encryption at rest where appropriate;
- secure cloud-based case management and storage systems;
- access controls and role-based permissions;
- user authentication and account protection measures;
- secure remote access controls;
- logging, monitoring, and incident response procedures; and
- vendor due diligence and contractual confidentiality and security requirements.
No system or method of transmission is completely secure, and we cannot guarantee absolute security.
Section 11. Data Breach Notification
In the event of a data security incident involving personal information, Merlin Law Group will investigate the matter and provide notice as required by applicable law.
Section 12. Data Retention
We retain personal information for as long as reasonably necessary to fulfill the purposes described in this Privacy Policy, including compliance with legal, ethical, regulatory, court-imposed, contractual, insurance, and business obligations, enforcement of agreements, and resolution of disputes.
Legal files and related records may be retained in accordance with:
- our internal document retention policies;
- applicable rules of professional conduct;
- court rules and litigation hold obligations;
- legal malpractice and risk-management considerations;
- client and matter administration requirements; and
- other applicable law.
Even where an individual requests deletion of personal information, we may retain information where necessary to comply with legal obligations, ethical duties, court orders, recordkeeping requirements, privilege and work-product preservation, or other lawful bases for retention.
Section 13. Cross-Border Data Processing and Storage
Merlin Law Group utilizes secure cloud-based service providers and technology platforms to support legal services, communications, and operations. As a result, personal information may be stored, processed, or accessed in the United States and, where applicable, in other jurisdictions where our service providers maintain facilities or personnel.
By using our website or engaging our services, you acknowledge that personal information may be transferred to and processed in jurisdictions outside your state or country of residence, which may have data protection laws that differ from those in your jurisdiction.
When we transfer personal information across borders, we take reasonable steps to ensure appropriate safeguards are in place, including contractual confidentiality obligations, data processing agreements where appropriate, and security measures designed to protect information from unauthorized access, use, or disclosure.
Information provided to us in connection with legal representation remains subject to applicable attorney-client privilege, work-product protections, and professional confidentiality obligations regardless of where it is processed or stored.
Section 14. State-Specific Privacy Rights
Depending on your state of residence and applicable law, you may have certain rights regarding personal information, subject to legal exemptions and exceptions applicable to law firms and legal services.
These laws may include, where applicable:
- the California Consumer Privacy Act and California Privacy Rights Act;
- the Florida Digital Bill of Rights;
- the Texas Data Privacy and Security Act;
- the Colorado Privacy Act;
- the Virginia Consumer Data Protection Act; and
- other applicable U.S. state privacy laws.
Subject to applicable exemptions, you may have the right to request:
- confirmation regarding whether we process certain personal information;
- access to certain personal information;
- correction of inaccurate personal information;
- deletion of certain personal information;
- a copy of certain personal information in a portable format;
- information about categories of personal information collected, disclosed, or used;
- opt-out of the sale of personal information or certain targeted advertising practices, where applicable; and
- appeal of certain denied privacy requests, where required by law.
Because Merlin Law Group is a law firm and handles information subject to privilege, confidentiality obligations, litigation holds, professional obligations, and legal exemptions, some rights requests may be limited or denied where permitted by law.
To exercise applicable privacy rights, please contact us using the contact information below.
Section 15. SMS Communications Notice
Merlin Law Group may offer SMS or text communications for prospective client intake, scheduling, client service, case-related updates, and other communications related to legal services and firm operations.
How Consent Is Obtained
Consent to receive SMS communications is obtained through affirmative opt-in, which may occur through web forms, intake forms, written agreements, paper forms, digital checkboxes, or other intake or enrollment processes.
Where required by law, we obtain express written consent before sending marketing or promotional text messages. Consent to receive SMS communications is not a condition of obtaining legal services.
Types of SMS Messages
SMS messages may include:
- intake follow-up communications;
- appointment confirmations and reminders;
- requests for documents or information;
- case or claim updates;
- deadline reminders;
- responses to inquiries;
- administrative notices; and
- where permitted by law and consented to, firm announcements or educational communications.
Frequency and Charges
Message frequency may vary based on your matter, communication preferences, and level of engagement. Message and data rates may apply according to your mobile carrier plan.
Opt-Out and Help
You may opt out of SMS messages at any time by replying STOP to any text message. For assistance, reply HELP or contact us directly.
Recordkeeping
We maintain records of SMS opt-ins, consent language, consent capture method, and opt-out requests in accordance with applicable law and internal recordkeeping practices.
We also maintain records of opt-out requests and suppression status as required for compliance and risk management.
No Marketing Sharing
SMS opt-in data, phone numbers collected for SMS consent, and related consent records are not shared with third parties or affiliates for their own marketing or promotional use.
Section 16. Children’s Privacy
Our website and services are not directed to children under 13, and we do not knowingly collect personal information directly from children through our website without appropriate authorization. If we become aware that personal information has been collected from a child in violation of applicable law, we will take appropriate steps to address the issue.
Section 17. Changes to This Privacy Policy
We may revise this Privacy Policy from time to time. If we do, we will update the Effective Date and Last Updated date above. Material changes may be posted on our website or otherwise communicated as appropriate.
Your continued use of our website after changes are posted constitutes your acknowledgment of the revised Privacy Policy, to the extent permitted by law.
Section 18. Contact Information
For questions about this Privacy Policy, requests regarding privacy rights, or SMS assistance, please contact:
Merlin Law Group PLLC
777 S. Harbour Island Blvd., Suite 950, Tampa, FL 33602