We collect information you voluntarily provide when you use our Site, including when you:
When you visit the Site, we may automatically collect certain information about your device and usage, including:
We collect this information using cookies, pixels, and similar tracking technologies. See Section 7 below for more detail.
At this stage, we do not collect Social Security numbers, full credit reports, financial account numbers, bank account credentials, income documentation, or government-issued identification through the Site. Our waitlist form collects only a self-reported estimated credit score range — we do not perform credit pulls (hard or soft) based on waitlist submissions.
When Keelcard launches as a credit product, we will collect additional information required by federal and state lending regulations, including information necessary to verify identity, assess creditworthiness, and comply with the Fair Credit Reporting Act (FCRA), Truth in Lending Act (TILA), and the Gramm-Leach-Bliley Act (GLBA). This Privacy Policy will be updated accordingly before any credit product is offered.
We use the information we collect for the following purposes:
We do not sell, rent, or trade your personal information to third parties. We do not share your personal information with lenders, banks, or other financial service providers.
We may share your information in the following limited circumstances:
When Keelcard launches as a credit product, we may share information with credit bureaus, identity verification providers, bank partners, and other parties as required to originate and service your account. We will update this Privacy Policy and, where required by the Gramm-Leach-Bliley Act, provide you with a separate financial privacy notice before any such sharing occurs.
If you are a California resident, the California Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA) provides you with the following rights:
To exercise any of these rights, contact us at the information in Section 10 below. We will verify your identity and respond within 45 days.
Certain information collected in connection with a credit application may be exempt from CCPA/CPRA under the Gramm-Leach-Bliley Act (GLBA) exemption. This exemption applies only to information collected in a financial services context, not to general website browsing or waitlist data.
We retain your personal information only for as long as necessary to fulfill the purposes described in this Privacy Policy, or as required by law. If you request deletion, we will delete or de-identify your information within 45 days of verifying your request, unless a legal exception applies.
We implement reasonable administrative, technical, and physical safeguards to protect your personal information from unauthorized access, use, alteration, and disclosure. However, no method of transmission over the Internet or electronic storage is completely secure, and we cannot guarantee absolute security.
The Site may use cookies and similar technologies to collect information about your browsing activity. You can control cookies through your browser settings.
We do not use advertising or retargeting cookies at this time.
The Site may contain links to third-party websites or services. We are not responsible for the privacy practices or content of those third parties.
The Site is not directed to individuals under the age of 18. We do not knowingly collect personal information from anyone under 18.
If you have questions about this Privacy Policy or wish to exercise your rights under California law, contact us at:
Keel Financial, Inc. DBA Keel
Email: privacy@keelcard.com
We may update this Privacy Policy to reflect changes in our practices or applicable law. We will post the updated policy on this page with a revised “Last Updated” date. Material changes will be communicated via a prominent posting on the Site or email notification.
By accessing the Site, you represent that you are at least 18 years of age and have the legal capacity to enter into these Terms. These Terms, together with our , constitute the entire agreement between you and Keelcard regarding your use of the Site.
The Site is an informational website that provides general information about Keelcard's planned HELOC-backed credit card product and allows prospective customers to join a waitlist.
The Site does not constitute an offer to extend credit, a solicitation of a credit application, or a commitment to lend. Keelcard is not currently issuing credit cards, extending lines of credit, or originating HELOCs. All product terms displayed on the Site — including APR ranges, credit limits, fees, cash back rates, and eligibility criteria — are anticipated terms and are subject to change. Final terms will be determined based on applicable regulatory requirements, creditworthiness, and other factors at the time of application.
Submitting information through the waitlist or early access form is not a credit application. No waitlist submission will:
When Keelcard's credit product launches, a separate application process will be required, which will involve credit checks, income verification, property valuation, and compliance with all applicable federal and state lending regulations including the Truth in Lending Act (TILA), Equal Credit Opportunity Act (ECOA), and Fair Credit Reporting Act (FCRA).
The Site contains information about Keelcard's planned product features and comparisons with third-party products. You acknowledge and agree that:
Nothing on the Site constitutes financial, legal, tax, or investment advice. The information is for general informational purposes only. A HELOC-backed credit card is a credit product secured by your home — before entering into any agreement secured by your home, you should consult with a qualified financial advisor, attorney, or housing counselor.
A HELOC-backed credit card is secured by a lien on your home. If you are unable to make required payments, you could lose your home through foreclosure. Before using home equity to secure a credit product, carefully consider your ability to repay and the risks involved. This disclosure will be provided in greater detail in the product's credit agreement and TILA disclosures at the time of application.
The Site and its contents are the property of Keel Financial, Inc. or its licensors and are protected by copyright, trademark, and other intellectual property laws. You may not reproduce, distribute, modify, or create derivative works without our prior written consent.
The name “Keelcard” and associated logos are trademarks of Keel Financial, Inc. Third-party names and logos are trademarks of their respective owners, used for informational comparison purposes only.
You agree not to:
THE SITE IS PROVIDED “AS IS” AND “AS AVAILABLE” WITHOUT WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED. We disclaim all warranties, including implied warranties of merchantability, fitness for a particular purpose, and non-infringement.
We do not warrant that the Site will be uninterrupted, error-free, or secure, or that any information on the Site — including rates, terms, comparisons, and savings projections — is accurate, complete, or current.
To the fullest extent permitted by law, Keel Financial, Inc. and its officers, directors, employees, agents, and affiliates shall not be liable for any indirect, incidental, special, consequential, or punitive damages arising out of or related to your use of the Site.
In no event shall our total liability exceed one hundred dollars ($100). Some jurisdictions do not allow certain limitations — in such cases, our liability is limited to the greatest extent permitted by law.
You agree to indemnify and hold harmless Keel Financial, Inc. and its officers, directors, employees, agents, and affiliates from any claims, liabilities, damages, losses, costs, and expenses arising out of your use of the Site or violation of these Terms.
These Terms shall be governed by the laws of the State of California, without regard to conflict of law provisions. Disputes shall be resolved exclusively in the state or federal courts located in Los Angeles County, California.
If you are a California resident, in accordance with Cal. Civ. Code §1789.3, you may report complaints to the Complaint Assistance Unit of the Division of Consumer Services of the California Department of Consumer Affairs by contacting them in writing at 400 R Street, Sacramento, CA 95814, or by telephone at (800) 952-5210.
We reserve the right to modify these Terms at any time. Updated Terms will be posted on this page with a revised “Last Updated” date. Continued use of the Site after changes constitutes acceptance.
If any provision is held invalid or unenforceable, the remaining provisions continue in full force and effect.
If you have questions about these Terms, contact us at:
Keel Financial, Inc. DBA Keel
Email: legal@keelcard.com
Registration with the Nationwide Multistate Licensing System (NMLS) is required for mortgage lending and HELOC origination. Our NMLS ID will be displayed here once obtained.
A CFL license from the California Department of Financial Protection and Innovation (DFPI) is required to originate consumer loans, including HELOCs, in the State of California.
Keelcard intends to issue cards on the Visa network, which requires either direct membership or a partnership with a Visa-issuing bank. Details on our issuing bank partnership will be disclosed here once finalized.
Depending on geographic expansion, additional state mortgage lending or consumer finance licenses may be required. We will obtain all required licenses before offering products in any state.
Upon product launch, the following regulatory disclosures will be provided to applicants as required by law:
For questions about licensing or regulatory compliance, contact:
Keel Financial, Inc. DBA Keel
Email: compliance@keelcard.com
We believe that all users — including those with visual, auditory, motor, or cognitive disabilities — should be able to access and use our website. We are actively working to ensure our Site meets or exceeds accessibility standards, including:
We aim to conform to WCAG 2.1 Level AA. We are incorporating accessibility best practices from the outset and will conduct formal accessibility testing before product launch. We recognize that some areas of the Site may not yet fully conform and are actively working to address gaps.
Our Site may include content or features provided by third parties. While we strive to ensure third-party content meets accessibility standards, we may not have full control over these components. We work with our vendors to prioritize accessibility in all integrations.
We welcome feedback on the accessibility of the Keelcard website. If you encounter accessibility barriers or have suggestions for improvement, please contact us:
Email: accessibility@keelcard.com
We will make reasonable efforts to respond to accessibility feedback within 5 business days and to resolve identified issues in a timely manner.
When Keelcard launches its credit product, we will comply with all applicable accessibility requirements under the Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act, as well as any applicable state accessibility laws.