This is really good feedback! I HOPE that most of the work we have to do is in communicating what we do rather than actually what we do. But without trust we've got nothing )given this is about a parents kids) and so it's a really important thing to get right either way.

I realize this doesn't change your first impression, but the website is our 'business frontpage.' None of the service (which does definitely include sensitive information) takes place through the site.

Our PP is a bit boiler plate and I think the main thing is to make it clearer about the things you've mentioned and separate the service from use of the website. So for example we do track who clicks on what on the website using things like Segment, but we don't do that in the tech product you use to communicate with the expert.

I'd love to chat more about learning if it's in the communication or if it's what we're doing? If you're willing, could you email tom@trustle.com? (And of course no expectation to do so! You've been so helpful with what you've shared so far.)