Privacy Policy

Data We Collect Today (Website-Build Prospects & Applicants)

Today, Newel collects personal information only from people who contact us about, or apply for, a custom website build — for example through our "Apply for Early Access," project-intake, and contact forms. When you submit one of those forms we receive and store the information you provide, such as your name, email address, phone number, business or brokerage name, website or social links, and any project details or messages you include. We use this information solely to respond to you, scope and price a website build, and follow up about our services. We do not sell or share this information, and we do not use it for cross-context behavioral advertising.

CCPA/CPRA Notice at Collection. For California residents and all other visitors, the personal information we collect today falls into the categories below, collected for the business purposes and retained for the periods shown:

• Identifiers (name, email, phone, business or brokerage name) — to respond to your inquiry and provide a website-build quote. Retention: up to 24 months from your last contact.
• Commercial information (services inquired about, project details, budget) — to scope, price, and deliver the requested service. Retention: up to 24 months from your last contact, or, if you become a paying client, for the life of the client relationship plus any legally required period.
• Internet / device activity (IP address, approximate device and browser information, security and error logs) — to secure our site and prevent abuse. Retention: up to 12 months.

We do not sell or share (as those terms are defined under the CCPA/CPRA) any of this personal information, and you will never be discriminated against for exercising your privacy rights.

Retention of inquiry and application data. Inquiry and application data is retained for up to 24 months from your last contact with us and then deleted, unless you become a paying client (in which case we keep it for the duration of the engagement and any period required by law) or you ask us to delete it sooner. To request earlier deletion, email hello@newelos.com.

Who We Are

Prime Edge LLC ("Newel," "we," "us," or "our") is a website-design studio based in South Carolina. The Newel real-estate operating system ("OS") described in the following sections is in development and not yet operational; Sections 02–12 describe how the OS will handle personal information once it launches, not any processing occurring today. For the data we actually collect now, see "Data We Collect Today" above. When the OS launches, we will act as the data controller for personal information about our account holders, and as a data processor for the workspace content our customers store in the Service on behalf of their own clients and contacts. If you are a contact, lead, or client of a Newel customer, that customer — not Newel — is the controller of your information, and you should direct privacy requests to them.

Information We Collect

• Account information you provide at sign-up: name, email, phone, brokerage, and login credentials (passwords are stored only as salted, one-way hashes — never in plaintext, and never recoverable by us).
• Workspace content you create or upload: listings, contacts and leads, deals and pipeline data, messages, notes, marketing content, graphics, walkthrough videos, photos, and expenses.
• Consumer data our customers collect from others — when a Newel customer uses our public capture tools (open-house QR and kiosk sign-ins, home-value and other lead-capture forms, IDX landing pages, contact imports, and client-review pages), we receive the information those visitors, leads, and clients submit and process it only as a processor on the customer's behalf. The customer is the controller of that data and is responsible for the notices and consents required to collect it.
• Billing data — subscription tier and plan history. Card and bank details are entered directly with our payment processor (Stripe); we do not store your full card number.
• Usage and device data — log data, approximate IP-derived region, browser type, and feature usage, used to operate and secure the Service.
• Integration data — where you connect optional services (for example a calendar, your MLS or website feed, or your own AI provider keys), we process the minimum information needed to operate the feature you enabled, and store connection credentials encrypted at rest.
• Communications — support requests, feedback, and messages you send us.
• Depending on the feature, copies of some workspace data, preferences, and temporary session data may also be stored locally in your browser on your device.

How We Use Information

• To provide, maintain, secure, and improve the Service and your workspace (performance of a contract).
• To authenticate you, enforce rate limits and usage caps, and prevent abuse and fraud (legitimate interests).
• To generate AI-assisted content and media at your request (performance of a contract).
• To process payments and manage subscriptions and trials through Stripe (performance of a contract).
• To send transactional and service messages and respond to support requests (legitimate interests / consent).
• To market and promote our services. With your consent — for example, by submitting a form on our website (including our contact form) or creating an account — we may send you product updates, educational content, and promotional messages about Newel by email (consent). Every marketing email includes a working unsubscribe link. You may opt out at any time by clicking that link or emailing hello@newelos.com, without affecting the transactional or service messages required to operate your account.
• To comply with tax, accounting, and other legal obligations and respond to lawful requests (legal obligation).

We do not sell your personal information, we do not share it for cross-context behavioral advertising, and we do not use advertising trackers or third-party analytics cookies on our public marketing site.

Automated insights & lead scoring. Newel may generate heuristic "lead scores," buyer-intent signals, and marketing analytics from activity within a workspace to help our customers prioritize their own outreach. These are estimates and productivity aids only — they are not automated decisions that produce legal or similarly significant effects about any individual. Customers remain responsible for how they act on these insights.

Third-Party Processors

We share data only as needed with vendors who process it on our behalf, including:

• AI providers (such as Anthropic, and image/video model providers) to generate content from the inputs you submit;
• Resend for transactional email;
• Stripe for payment processing (we do not store full card numbers);
• Netlify for hosting and encrypted data storage;
• Supabase for database and storage, with row-level security isolating each customer's data.

Your use of any third party is also governed by that party's own privacy policy. Do not submit sensitive personal information (Social Security numbers, full financial-account numbers, health data) to AI features. We may also disclose information where required by law, to protect rights and safety, or in connection with a merger, acquisition, or sale of assets, in which case we will require the recipient to honor this Policy.

Cookies, Sessions & Local Storage

We use a limited set of strictly necessary storage technologies to run the Service, not for cross-site advertising. These include a secure, HttpOnly session cookie that keeps you signed in (it is not readable by page scripts and is sent only to our own server); browser localStorage and sessionStorage, which may hold workspace data, preferences, cached content, and temporary state on your device; and short-lived tokens or integration state for features you enable. We do not use third-party advertising cookies or cross-site behavioral advertising trackers through the Service. You can clear this data at any time through your browser settings or the in-app clear/reset controls, though doing so signs you out and may permanently delete local copies of your data. A complete item-by-item list of every cookie, storage key, offline cache, and third-party connection — including lifetimes and protections — is published in our Cookie & Data-Processing Notice.

Connected Accounts & Credentials

If you connect a third-party account or save a supported server-side credential or API key (such as a video-generation key, or your own AI provider key), we store the associated secrets encrypted at rest and use them only to operate the features you enabled. These server-side secrets are not returned to the browser after you save them. Some other optional integrations may rely on browser-side configuration or provider-side OAuth settings instead. Your use of any connected service remains subject to that provider's own privacy policy.

How Long We Keep It (Data Retention)

• While your account is active, we retain your account and workspace data so the Service works.
• After you close your account, or after a prolonged period of inactivity, we retain personal information for up to one (1) year, after which we delete or irreversibly anonymize it — unless a longer period is required by law, to resolve disputes, or to enforce our agreements.
• Backups containing personal information are kept on a rolling basis and are overwritten or purged within this retention window in the ordinary course.
• Much of your workspace data may also be stored locally in your browser; you can export or clear it at any time from the app, and clearing your browser storage deletes that local copy immediately.

You can export or delete your workspace data from the application settings at any time, and you can ask us to delete your account data sooner using the contact details below.

Your Rights & Choices

• Access — request a copy of the personal information we hold about you.
• Correction — ask us to correct inaccurate or incomplete data.
• Deletion — ask us to delete your personal information, subject to legal retention obligations.
• Portability — export your workspace data in a usable format from the app.
• Restriction / objection — ask us to limit or stop certain processing based on legitimate interests.
• Withdraw consent — where we rely on consent, withdraw it at any time without affecting prior processing.
• California (CCPA/CPRA) — the rights to know, delete, correct, and to opt out of "sale" or "sharing." We do not sell or share your personal information, and we will not discriminate against you for exercising your rights. See the CCPA/CPRA Notice at Collection above for the categories, purposes, and retention periods that apply to the data we collect today.
• Other U.S. state privacy rights — depending on your state, you may have rights to confirm, access, correct, delete, or port your personal information, and to opt out of targeted advertising, sale, or certain profiling. We do not sell personal information and do not knowingly engage in cross-context behavioral advertising through the Service.
• EEA/UK (GDPR), where applicable — the legal bases described above, the right to lodge a complaint with your supervisory authority, and our commitment to safeguard any international transfers using appropriate measures.

To exercise any right or appeal a decision, contact us using the details below and identify the nature of your request. We will verify your request and respond within the timeframe required by applicable law. Email recipients can unsubscribe from non-transactional messages at any time.

Security

We use administrative, technical, and organizational safeguards designed to protect personal information, including encryption in transit, hashed passwords, per-company data isolation, encrypted storage of integration credentials, signed session controls, rate limiting, and access controls. No system is perfectly secure, however, and we cannot guarantee absolute security; you are responsible for keeping your own credentials and devices secure.

Children

Newel is a business tool intended only for users who are at least 18 years old and is not directed to anyone under 18. We do not knowingly collect personal information from children. If you believe a minor has provided us information, contact us and we will delete it.

Changes to This Policy

We may update this Privacy Policy from time to time and will revise the effective date above. Material changes will be notified through the Service or by other reasonable means. Your continued use of the Service after an update constitutes acceptance of the revised Policy.

Contact Us

For privacy questions, to exercise your rights, or to appeal a decision, contact us at hello@newelos.com. This Policy works together with our Terms of Service and Cookie & Data-Processing Notice.