Cookie Policy

Last Updated: February 12, 2021

This Cookie Policy (this “Policy”) describes how Maxwell Financial Labs, Inc., and our brands and subsidiaries (collectively, “Maxwell”, “us” or “we”) may use web browser cookies, web beacons, also known as “tracking pixels,” and other tracking technologies in association with the operation of the websites that Maxwell owns or controls (today or in the future), including, Maxwell’s mobile applications, and Maxwell’s html-formatted emails (collectively, “Digital Technologies”).


Web Browser Cookies.  A web browser cookie is a small text file that is sent by a website to your computer or mobile device where it is stored by your web browser. Web browser cookies may store information such as your IP address or other identifier, your browser type, and information about the content you view and interact with on Digital Technologies. By storing such information, web browser cookies can remember your preferences and settings for online services and analyze how you use online services.  Below are some common terms that may help you to better understand cookies and how they work.

  • First- and third-party cookies: Whether a cookie is ‘first’ or ‘third’ party refers to the domain placing the cookie. First-party cookies are those set by a website that is being visited by the user. An example would be the cookies placed by Maxwell when you visit our website. Third-party cookies are cookies that are set by a domain other than that of the website being visited by the user. For example, if a user visits the domain url of the Digital Technologies and another entity sets a cookie through our website, this would be a third-party cookie.
  • Persistent cookies: These cookies remain on a user’s device for the period of time specified in the cookie. They are activated each time the user visits the website that created the particular cookie.
  • Session cookies: These cookies allow website operators to link the actions of a user during a browser session. A session starts when a user opens the browser and ends when they close the browser. Session cookies are temporary, so all session cookies are deleted when the user closes the browser.

Web Beacons. Web beacons or “tracking pixels” (sometimes also referred to as tags) are small images which are embedded into our Digital Technologies that provide us with information about your browser or device, or whether you open or click on the emails we send you. This information is used to help our website and app publishers better analyze and improve their services to us.

Tracking Via Mobile Applications.  When you use mobile applications, unique identifiers associated with your device (such as the device ID and IP address), your activity within the app and your network location may be recorded. This information may be used to analyze, improve and customize Digital Technologies.

We will collectively refer to all web browser cookies, web beacons, also known as “tracking pixels,” and other tracking technologies used in the Digital Technologies as “Cookies” throughout the remainder of this Policy.


Our Digital Technologies use four categories of Cookies, which are explained in greater detail below.

  • “Strictly Necessary” or Essential Cookies: These Cookies let you navigate through the Digital Technologies and use essential features like secure areas (e.g., payment activity). Without these Cookies, services you request cannot be provided. These Cookies do not gather any information about you that could be used for marketing or for remembering what sites you have visited on the Internet.
  • Performance Cookies. These Cookies collect information about how you use the Digital Technologies (e.g., which pages you visit and if you experience any errors). These Cookies do not contain any information that could identify you and are only used to help us improve and maintain our Digital Technologies, understand the interests of our users and measure the effectiveness of our advertising. Our Digital Technologies use Google Analytics, a web analytics service provided by Google, Inc. (“Google”), to better assist Maxwell in understanding how the Digital Technologies are used. Google Analytics will place Cookies on your computer or device (identified above) that will generate information that we select about your use of Digital Technologies, including your computer or device’s IP address.  That information will be transmitted to and stored by Google.  The information will be used for the purpose of evaluating consumer use of Digital Technologies, compiling reports on activity on Digital Technologies for Maxwell’s use and providing other services relating to activity on, and usage of, Digital Technologies.  Google may also transfer this information to third parties where required to do so by law, or where such third parties process the information on Google’s behalf.  The use of Cookies by Google Analytics is covered by Google’s Privacy Policy, available at
  • Functionality Cookies. These Cookies are used to provide services or remember settings that can improve your visit. Without these Cookies, our Digital Technologies cannot remember certain choices you have previously made or personalize your browsing experience by providing you with relevant information. These Cookies can also be used to recognize your device so that you do not have to provide the same information more than once. These Cookies allow Digital Technologies to remember choices you make (such as your user name, language or the region you are in) and provide enhanced, more personal features.  For instance, these Cookies can be used to remember changes you have made to text size, fonts and other parts of Digital Technologies that you can customize. 
  • Targeting/Advertising Cookies. These Cookies may be set through our own Digital Technologies or by our third-party advertising partners in order to build a profile of your interests and show you relevant adverts on other sites.  These Cookies may collect personal information about you, including  web browser, IP address, device ID, name, location, email and phone number.  Some of our third-party advertising partners may also share your browsing behavior with us.  We, our third-party service providers and our third-party advertising partners, may also combine information obtained from these Cookies with personal information available from other sources, including data collected about you when you are using other websites and data collected about you offline, whether on our Digital Technologies or data that the third party maintains. To opt-out of targeted advertising, you may express your preferences at Opting out of one or more ad networks only means that those particular members no longer will deliver targeted content or ads to you. It does not mean you will no longer receive any targeted content or ads on Digital Technologies. If your browser is configured to reject Cookies when you visit the opt-out page at, and then you erase your Cookies, use a different computer or change Web browsers, your preference may no longer be active. Since all of these Cookies are managed by third parties, you should refer to the third parties’ own website privacy notifications and policies for further information.


Most web browsers are set to automatically accept Cookies but you can control and manage Cookies using your browser.  Please note that removing or blocking Cookies can impact your experience on the Digital Technologies and some functionality may no longer be available.

  • Browser Controls. Most browsers allow you to change your cookie settings.  Be aware that if you delete all Cookies then any preferences you have set will be lost, including the ability to opt-out from Cookies as this function itself requires placement of an opt out cookie on your device.  These settings are usually found in the ‘Options’ or ‘Preferences’ menu of your browser. In order to understand these settings, the following links may be helpful. Otherwise, you should use the ‘Help’ option in your browser for more details.

Cookie settings in Chrome™
Cookie settings in Firefox® 
Cookie settings in Internet Explorer® 
Cookie settings in Safari® 

Do Not Track (DNT).  This is a feature used by some browsers to send a signal to websites to indicate that the browser should not be tracked, which will cause Cookies used for purposes such as analytics and advertising to be disabled. As there are presently no current industry-wide uniform agreed and accepted standards on how DNT requests should be managed, currently we will not respond to any DNT signals. 

CA Privacy Right.  You have the right to direct us to not sell your personal information. If you would like to exercise your right to request opt-out of sale, please email with the subject line CCPA – Do Not Sell.  Please note that we may still use aggregated and de-identified personal information that does not identify you or any individual; we may also retain information as needed in order to comply with legal obligations, enforce agreements, and resolve disputes.  


We have listed all Cookies we use below, and their purpose, grouped into the categories as explained in more detail under the “HOW DO WE USE COOKIES AND TRACKING TECHNOLOGIES?” section.

Cookie ProviderPurpose
Maxwell Session Production
Maxwell User Account
Ellie Mae
These Cookies are necessary to enable the basic features of the website to function, such as providing secure log-in, allowing images to load, or allowing a user to select cookie preferences.
Cookie ProviderPurpose
Google Tag Manager
Google Analytics
Full Story
These Cookies allow a company to analyze your use of the site to evaluate and improve its performance of the Digital Technologies.
These Cookies may also be used to provide a better customer experience on the website, such as by remembering log-in details.
Cookie ProviderPurpose
Google Adwords
HW Apex
These Cookies are used to show advertisements.  A company may share this information with advertisers or use it to better understand a user’s interests. These Cookies may be used to share data with advertisers so that the ads a user sees are more relevant to the user, allow a user to share certain pages with social networks, or keep track of when the user returns to the website


If you have any questions about this Policy, please contact us:

Phone: 888-256-6067
Maxwell Financial Labs
518 17th St. Suite 950
Denver, CO 80202