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Cake Privacy Policy

Last updated: September 2024 | Reviewed: February 2026

Free end-of-life planning platform with advertising support. Broad data usage rights and third-party sharing of sensitive information raise significant concerns.

30
Grade D
Privacy Summary: Cake offers free end-of-life planning resources, but the free model means your data is the product. The platform shares information with advertising partners, takes broad content licenses, and may monetize insights from your end-of-life planning activities. Sensitive wishes and preferences could be used for targeted advertising.

Category Scores

Data Collection 32/100
Data Sharing 22/100
Data Retention 30/100
Security Measures 35/100
User Controls 32/100

Key Findings

🔎 Advertising-Supported Model
As a free service, Cake monetizes through advertising partnerships. Your end-of-life planning activity and interests may be used to target you with relevant (and potentially insensitive) advertising.
"We work with advertising partners to deliver relevant advertising. We may share information about your interests and activities to help deliver targeted advertising."
🔎 Broad Third-Party Sharing
Cake shares data with numerous third-party partners including analytics providers, advertising networks, and affiliate partners. Your sensitive end-of-life information flows to multiple external parties.
"We share information with third-party service providers, analytics companies, advertising partners, and affiliate partners who help us operate our business and provide services."
🔎 Content Licensing for User Data
Cake takes broad rights to content you create on the platform, including your end-of-life wishes, personal stories, and planning documents. This content may be used for promotional purposes.
"You grant us a license to use, reproduce, modify, publish, and distribute content you submit to our platform, including for promotional and marketing purposes."
🔎 Limited Security Transparency
Cake provides limited information about security practices for stored end-of-life information. For a platform handling sensitive data about death, wishes, and personal information, this lack of transparency is concerning.

Data Collection Summary

Data TypeCollectedRisk Level
End-of-Life WishesYesHigh
Personal StoriesYesMedium
Funeral PreferencesYesMedium
Browsing BehaviorYesMedium
Advertising DataExtensiveHigh
Contact InformationYesMedium

Recommendation

Significant Privacy Risk: The free model means Cake monetizes your sensitive end-of-life information through advertising. This creates uncomfortable privacy tradeoffs for deeply personal planning.

For Users: Consider whether the value of free resources outweighs the privacy costs. Use Cake for general education but consider paid alternatives for storing actual end-of-life wishes and sensitive information.