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.

Newel Studio (Live)

When you use Newel Studio today, we collect and process the following to create your listing videos:

• The listing photographs you upload, which we send to our AI video provider to render your video. Uploaded photos are retained for approximately 7 days and then deleted.
• The text descriptions and prompts you enter, which are sent to our AI providers to plan the video and generate the render, and are stored with your account so you can review the direction used for each video.
• Your generation history and video metadata (the prompt used, render status, settings, and history entries), stored per account so your past videos follow you across devices. Individual clip files are hosted by our AI video provider; walkthrough videos you create by combining clips or saving a clip at a different speed are produced by Newel and stored for approximately 7 days, then deleted.
• Billing and credit records (plan, credit balance, and usage), so we can operate your account. Card details are entered directly with Stripe; we do not store your full card number.
• Free trial records (trial start and end dates, trial credits used, reminder and lifecycle emails sent, and a trial-use ledger made of one-way hashed identifiers of your account, company profile, and email address, plus the card fingerprint Stripe provides), so we can enforce one free trial per person and per card and prove what you were shown. The card fingerprint is a Stripe-generated token that identifies a card without revealing the number. We use these records only for trial eligibility, fraud and abuse prevention, billing, and dispute handling.

We use this information only to provide Newel Studio, operate your account, and secure the Service. We do not sell or share it, and we do not use it for cross-context behavioral advertising. The AI providers that process your photos and prompts are listed in Section 04 below.

CCPA/CPRA Notice at Collection For Newel Studio Users. If you create a Newel Studio account, the personal information we collect, the purposes, and the retention periods are:

• Identifiers (name, email address, username, business or brokerage name, and the "how did you hear about us" answer you choose), to create and secure your account and to support you. Retention: while your account is open, then as described in Section 07.
• Sensitive personal information (your account log-in in combination with a password, stored only as a salted one-way hash), to authenticate you. We use it only for that purpose and do not use it to infer characteristics about you, so there is no right to limit to exercise. Retention: until you delete your account.
• Commercial information (plan, credits, purchases, free-trial records, and consent to automatic renewal), to bill you, prevent repeat trials, and keep the records the law requires. Retention: while your account is open; the free-trial ledger and the record of your renewal consent are kept after deletion as described in Section 07.
• User content (the listing photographs and text prompts you submit and the videos made from them), to produce your videos. Retention: uploaded photographs about 7 days; prompts and history until you delete them or your account.
• Internet and device activity (IP address, browser and device information, security logs, and, only if you choose Accept, analytics events and masked session replay), to run and secure the Service and, with your consent, improve it. Retention: security logs up to 12 months; analytics up to 12 months.
• Approximate location (a region derived from your IP address, not precise geolocation), to secure the Service and detect abuse. Retention: up to 12 months.

We collect this information directly from you and from your browser or device. We disclose it only to the service providers listed in Section 04, who process it on our instructions. We do not sell it, we do not share it for cross-context behavioral advertising, we do not use it for profiling that produces legal or similarly significant effects, and we do not knowingly sell or share the personal information of anyone under 16. We do not offer a financial incentive for personal information.

People in your photographs. A listing photo may sometimes include an identifiable person. Newel processes your uploaded images only to render camera motion across them; we do not run facial recognition, we do not create or store any faceprint, biometric identifier, or other data used to identify a person, and we do not use anyone's likeness for any purpose other than producing the video you asked for. You are responsible for having any consent or release the law of your jurisdiction requires before you upload photographs that depict identifiable people, and for not uploading images you do not have the right to use. If you need an image removed, contact us at hello@newelos.com and we will delete it.

Who We Are

Prime Edge LLC ("Newel," "we," "us," or "our") is a website-design studio based in South Carolina. Today we operate two live services: Newel Studio, our AI listing-video tool, and our website design service; how those services handle your information is described in "Data We Collect Today" above. The separate Newel real estate operating system ("OS") described in the following sections is still in development and not yet available; Sections 02 through 12 describe how the OS will handle personal information once it launches, not the processing carried out by our live services today. 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.
• Free trial data, trial dates, trial credit usage, the emails we send about your trial (start, reminder about 3 days before the first charge, conversion receipt, and end), a hashed trial-use ledger of your account, company, and email identifiers, and the Stripe card fingerprint used to limit each card to one free trial.
• 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 use no advertising trackers anywhere. Analytics and session replay run only if you choose Accept in our cookie and analytics notice. If you Accept, we use PostHog (a service provider acting on our instructions) on our website and in the Newel application. It stores a random visitor ID in your browser's local storage (it sets no cookies) and builds a pseudonymous per-visitor profile of the pages you view and the buttons you click; because the ID is also sent to us when you create an account, it can be linked to your account. It also records session replay, meaning page layout, mouse movement, clicks, scrolling and navigation, with all form inputs masked; in the signed-in application and on the sign-up and sign-in pages all text and element details are masked as well, so we see layout and clicks but not names, email addresses, passwords, payment details or your clients' information. If you do not choose Accept, or you choose Decline, analytics and recording do not run and any convenience storage is cleared. We also treat a Global Privacy Control or Do Not Track signal from your browser as a Decline. You can change your choice at any time through the Cookie Choices link in our footer. Recordings and analytics events are retained by PostHog for the period configured in our PostHog project (no longer than 12 months) and used only to improve Newel. See our Cookie & Data-Processing Notice for details.

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:

• Anthropic (Claude) to generate the prompt text and planning that drives your video from the inputs you submit;
• MuAPI, which runs the Seedance (ByteDance) image-to-video model, to render your listing videos from the photos and prompts you provide;
• Resend for transactional email;
• Stripe for payment processing (we do not store full card numbers);
• Cloudflare (Turnstile) for bot protection on our forms and sign-in;
• Netlify for hosting and encrypted data storage;
• Supabase for database and storage, with row-level security isolating each customer's data;
• PostHog (United States), only if you choose Accept, for analytics and masked session replay on our public site and in the signed-in application. In the application every piece of text, every input and every attribute is masked, so we see layout and clicks, never your or your clients' data;
• ImprovMX, which forwards email sent to our hello@newelos.com address to our inbox (it sees the messages you send us);
• Google, which serves the typefaces on our pages (it receives your IP address with the font request) and, only if you connect it, Google Calendar.

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.
• Free trial ledger. The one-way hashed identifiers and card fingerprint we use to limit each person and card to one free trial are kept after you close or delete your account, for as long as needed to prevent repeat trials and abuse (currently with no fixed end date, and we review this at least annually). They do not contain your name or your card number, and we use them for no other purpose. We also keep the record of your consent to automatic renewal (the time, the text shown, and the plan) for at least three years, or one year after your subscription ends, whichever is longer, because California law requires it. Where a deletion right applies, we rely on the fraud-prevention and legal-claims exceptions to keep this record, and you can contact us with questions or to ask us to review it.
• Account deletion. If you use Delete Account in the app, we cancel your subscription and erase your account and workspace data from our live systems right away. Finished videos are hosted by our video provider and are not deleted by that action. Stripe keeps its own payment records as the law requires, and we keep one anonymized deletion record (a hashed email, a date and a count) and the free-trial ledger described above.
• Backups. We keep a daily private backup of our database for 30 days and then overwrite it, so data you deleted can remain in a backup for up to 30 days before it is purged. We use backups only to recover from a system failure.
• 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," and the right to limit use of sensitive personal information (which we do not use beyond authenticating you). You may make a request by emailing hello@newelos.com from the address on your account, and you may use an authorized agent, whom we may ask to show written permission. We confirm receipt within 10 business days and respond within 45 days, with one extension of up to 45 days where the law allows. We honor Global Privacy Control as an opt-out preference signal. You will not be discriminated against for exercising a right. 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.
• California Shine The Light (Civil Code section 1798.83), we do not disclose personal information to third parties for their own direct marketing purposes. California residents may ask us to confirm this at hello@newelos.com.
• 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. We treat Global Privacy Control as a valid opt-out request for analytics. Some state laws only apply to businesses above certain size or data-volume thresholds; we extend these rights to everyone regardless. You may appeal a denied request by replying to our decision email, and if the appeal is denied you may contact your state attorney general.
• 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. Newel is operated from the United States and is not directed to people in the EEA or UK; data is processed in the United States, and analytics and recording run only with your Accept.

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. If we learn of a breach of security involving your personal information, we will notify affected people and regulators as required by law, including South Carolina Code section 39-1-90 and the breach-notification laws of other states, without unreasonable delay.

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.