Privacy Policy
This page is a public summary of the Newel Privacy Policy. The complete Privacy Policy governs and is available in our full legal documentation, presented at signup, and displayed inside the application. By submitting an inquiry, creating an account, or using Newel, you agree to the full Privacy Policy.
⚠️ Current product status (as of July 8, 2026). Newel is a website-design studio operated by Prime Edge LLC (South Carolina). The "Newel OS" software shown on this site is a non-operational demonstration — it is not live, and we are not currently onboarding users onto it or processing any data through it. The only service we sell today is custom website builds. Accordingly, the only personal information we actually collect today comes from people who inquire about or apply for a website build — see "Data We Collect Today" immediately below. The account, workspace, billing, and AI-processing practices described in the narrative and in Sections 01–11 further down describe how the Newel OS will handle data if and when it launches; they do not describe any processing happening now.
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.
Privacy Policy
What follows is a plain narrative account of how the Newel OS is designed to handle personal information once it launches, covering the same ground as the structured, section-by-section policy beneath it. It does not describe processing happening today; for what we actually collect now, see "Data We Collect Today" above. Read this if you want the whole picture in one pass; use the sections below if you're looking for one specific answer.
Newel is operated by Prime Edge LLC, referred to throughout this policy as "Newel," "we," "us," or "our." We built Newel as a real-estate operating system — a single workspace where licensed agents and brokerages manage listings, contacts, leads, deals, marketing content, and client communication. Because of that dual role, we wear two hats under privacy law. For the account holders who sign up and pay for Newel, we act as the data controller, deciding why and how that information is used. For the workspace content our customers create about their own clients, leads, and contacts, we act only as a data processor, following our customers' instructions. If you are a contact, lead, or client of a Newel customer rather than a Newel customer yourself, that customer is the controller of your information and the right place to direct a privacy request, not us directly.
The information we collect falls into a few natural categories. Account and identity data — your name, email address, phone number, username, a salted-hash password, your brokerage or team name, and your role — lets us create and authenticate your account. Workspace content is everything you build inside Newel: listings, contacts and leads, pipeline and deal data, follow-up sequences, notes, marketing copy, graphics, walkthrough videos, and uploaded files. Where a customer uses one of our public capture tools — an open-house QR or kiosk sign-in, a home-value or lead-capture form, an IDX landing page, a contact import, or a client-review page — we receive whatever the visitor submits and process it strictly as a processor on that customer's behalf. Billing data covers your subscription tier and transaction history; card and bank details go directly to Stripe, and we never see or store your full card number. We also log usage and security data — feature counts, session activity, device and browser information, IP addresses, and error logs — and, for optional integrations such as Google Calendar or your own AI provider keys, the minimum data needed to run that feature, with credentials encrypted at rest. Finally, we keep a record of support requests and messages you send us.
We collect and use this information for specific, limited purposes, each tied to a legal basis. Most processing simply runs the Service you signed up for: creating and authenticating your account, operating your workspace, generating requested outputs, and running the integrations you switch on, as performance of our contract with you. We use billing data to process subscriptions through Stripe on the same basis, and usage and security data to detect fraud and abuse, enforce plan limits, and keep audit logs, as a legitimate interest. We respond to support requests on the same basis. With your consent — for example, submitting a form or creating an account — we may send product updates and promotional email; every marketing message carries an unsubscribe link, and opting out never affects transactional messages you still need. We also study aggregate, non-identifying usage to diagnose problems and improve the Service, and process information to meet tax, accounting, and legal obligations. We do not sell personal information, do not share it for cross-context behavioral advertising, and run no advertising trackers or third-party analytics cookies on our marketing site. Newel may generate heuristic lead scores and buyer-intent signals from workspace activity to help customers prioritize outreach; these are estimates and productivity aids only, not automated decisions with legal or similarly significant effects, and customers remain responsible for how they act on them.
We keep personal information only as long as it serves a purpose. While your account is active, we retain your account and workspace data so the Service keeps working. Once you close your account, or after a prolonged period of inactivity, we retain personal information for up to one year, after which we delete or irreversibly anonymize it — unless a longer period is required by law, to resolve a dispute, or to enforce our agreements. Rolling backups that contain personal information are overwritten or purged within that same window in the ordinary course. A meaningful share of your workspace data also lives locally in your own browser, which you can export or clear at any time from the app; clearing your browser storage deletes that local copy immediately, and you can ask us to delete your account data sooner using the contact details below.
We share personal information only with a short list of vetted service providers — sub-processors — who process it on our behalf under contracts requiring appropriate confidentiality and security, never for their own marketing purposes. Those sub-processors currently include, without limitation, Netlify for cloud hosting and serverless compute, Supabase for our database and storage, Stripe for payment processing, Resend for transactional email, AI vendors such as Anthropic and OpenAI for text generation and fal.ai and its underlying Seedance models for image and video generation, Cloudflare Turnstile for bot protection, and, where you choose to connect it, Google Calendar. We may also disclose information where the law requires it, to protect rights and safety, or as part of a merger, acquisition, or sale of assets, in which case we require the recipient to honor this policy.
You have real choices about your information. You can ask to see it, correct it, delete it, or export it in a portable format from the app; ask us to restrict or stop processing we base on legitimate interests; and where we rely on consent, withdraw it at any time without undoing prior processing. If you are a California resident, the CCPA and CPRA give you rights to know, delete, correct, and opt out of "sale" or "sharing" — rights we already meet in substance, since we do not sell or share your data, and exercising them never results in discrimination. If you are in the EEA or UK, GDPR gives you the legal bases described above, the right to lodge a complaint with your supervisory authority, and our commitment to safeguard international transfers. California residents can review the categories of personal information we collect today, the purposes, and our retention periods in the CCPA/CPRA Notice at Collection near the top of this page. This Policy, together with our Terms of Service, is governed by the laws of the State of South Carolina.
We protect what we hold with reasonable administrative, technical, and organizational measures: encryption in transit, hashed passwords, per-company data isolation, encrypted storage of integration credentials, and access controls. No system is perfectly secure and we cannot promise absolute protection; you're responsible for keeping your own credentials confidential. Newel sets only the cookies and browser storage needed to sign you in, keep your session secure, and remember your in-app preferences — never advertising or cross-site tracking cookies on our marketing site — and the full inventory lives in our Cookie Policy. Newel is a business tool for licensed real-estate professionals, not directed to anyone under 18, and we do not knowingly collect information from children; if you believe a child has provided us information, contact us and we will delete it. We may update this Policy from time to time; the version posted here controls, and continued use after an update means you accept the revision. Questions or rights requests go to 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 01–11 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 & identity data — name, email address, phone number, username, password (stored only as a salted hash), brokerage or team name, role, and profile details.
- Workspace content you create or import — listings, contacts and leads, deals and pipeline data, follow-up sequences, messages, notes, marketing content, graphics, walkthrough videos, and uploaded photos and files.
- 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, plan history, and transaction records. Card and bank details are entered directly with our payment processor (Stripe); we do not see or store your full card number.
- Usage & log data — feature usage counts (e.g., AI generations, emails, listings), session activity, approximate device and browser information, IP address, and security and error logs.
- Integration data — where you connect optional services (for example Google 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.
Why We Collect It (Purposes & Legal Bases)
- To provide the Service — create and authenticate your account, run your workspace, generate the outputs you request, and operate the integrations you turn on (performance of a contract).
- To process payments — manage subscriptions, trials, and billing through Stripe (performance of a contract).
- To secure the Service — detect and prevent fraud, abuse, and unauthorized access, enforce plan limits, and keep audit and security logs (legitimate interests).
- To support and communicate with you — respond to requests and send service and transactional messages (legitimate interests / consent).
- To market and promote our services — with your consent (for example, by submitting a form on our site or creating an account), send you product updates, educational content, and promotional messages about Newel by email (consent). Every marketing email includes an unsubscribe link; you can opt out at any time without affecting transactional messages.
- To improve and maintain the Service — diagnose problems and understand aggregate, non-identifying usage (legitimate interests).
- To comply with law — meet 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.
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.
- Prospect and applicant data (website-build inquiries — the data we actually collect today) is retained for up to 24 months from your last contact and then deleted, unless you become a paying client or ask us to delete it sooner. See "Data We Collect Today" above.
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.
Who We Share It With (Service Providers)
We share personal information only with vetted service providers ("sub-processors") who process it on our behalf to deliver the Service, under contracts that require appropriate confidentiality and security. These currently include, without limitation: cloud hosting and serverless compute (Netlify), database and storage (Supabase), payment processing (Stripe), transactional email (Resend), AI text generation (such as Anthropic and OpenAI), AI image and video generation (such as fal.ai and the underlying Seedance models), bot-protection (Cloudflare Turnstile), and optional features you connect (such as Google Calendar). 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.
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.
- EEA/UK (GDPR) — the legal bases 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, contact us using the details below. We will verify your request and respond within the timeframe required by applicable law.
Security
We use reasonable administrative, technical, and organizational measures designed to protect personal information, including encryption in transit, hashed passwords, per-company data isolation, encrypted storage of integration credentials, and access controls. No system is perfectly secure, however, and we cannot guarantee absolute security; you are responsible for keeping your own credentials confidential.
Cookies & Local Storage
Newel uses only the cookies and browser storage needed to sign you in, keep your session secure, and remember your in-app preferences. We do not use advertising or cross-site tracking cookies on our marketing site. For details, see our Cookie Policy.
Children
Newel is a business tool intended for licensed real-estate professionals and is not directed to anyone under 18. We do not knowingly collect personal information from children. If you believe a child 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. The version posted here is the current and controlling version; your continued use of the Service after an update constitutes acceptance of the revised Policy. Where required by law, we will provide additional notice of material changes.
Contact Us
For privacy questions or to exercise your rights, contact us at hello@newelos.com. This Policy works together with our Terms of Service and Cookie Policy.
⚠️ Not legal advice. This page describes our data practices for Newel customers; it is not a legal opinion about your obligations under privacy law, and it does not expand any right or remedy beyond what applicable law or our Terms of Service provide. If you need legal advice, consult a licensed attorney.