Privacy Policy

1. Information we collect

• Account & contact details you provide (name, email, phone).
• Journey content you or your clinic upload (photos, videos, audio, milestones, and clinic-provided ultrasound media).
• Usage and device information and privacy-safe analytics events (which never include media or clinical content).
• Consent and messaging-preference records.

2. How we use information

We use information to provide and secure the Service, deliver clinic media into your timeline, enable family sharing, send messages you’ve opted into, support you, meet legal obligations, and improve the Service using de-identified/aggregated data. We do not sell your personal information and do not use your family media for advertising.

3. Children’s data (COPPA-aware)

A child is never an account holder or a direct contact. A parent or legal guardian controls the child’s journey and consents on the child’s behalf. We practice data minimization for children’s information and honor parent-initiated deletion.

4. How we share information

We share information with the people you invite (per their role), with your clinic where you have a clinic relationship, and with service providers who process data on our behalf under contract (including HIPAA business-associate terms where PHI is involved). We may disclose information to comply with law or protect rights and safety.

Email is a strictly PHI-free channel: we use it only for sign-in codes and enrollment/notification links, never for clinical content or media.

5. Security & data residency

We protect information with encryption at rest (AES-256) and in transit (TLS 1.2+), least-privilege access, tenant isolation, and an immutable audit log retained for at least six (6) years. All data is stored and processed in the United States.

6. Retention & your choices

We retain your content while your account is active. The free tier does not expire: content is never deleted because of non-payment. If a paid Plus subscription lapses, your journey returns to the free tier — everything already stored stays stored and accessible; only the allowances for adding new content return to free-tier levels. You can export your data and delete your account from settings at any time; deletion follows a short recovery buffer before permanent removal, and some records (such as audit and consent records) are retained as required by law. We never delete family memories without prior notice and an export opportunity.

7. Your rights

Depending on where you live, you may have rights to access, correct, delete, or port your information, and to opt out of certain processing. To exercise these rights, use account settings or contact hello@embrata.com.

8. Messaging preferences

You control SMS and email preferences. Reply STOP to opt out of promotional SMS (HELP for help); use the unsubscribe link in promotional email. Transactional messages necessary to use the Service may still be sent.

9. Changes & contact

We will post changes here and update the effective date; material changes will be notified. Contact: hello@embrata.com.