Who we are and what this policy covers

This policy covers our website, trials, accounts and emails.

ÆTHR is the trust layer for automotive inventory data. Our business customers are dealers, dealer groups, OEMs, agencies and technology companies. This policy covers personal information we collect for our own purposes: when you visit our website, create an account, start a trial, contact us or subscribe to our newsletter.

When customers send inventory data through our platform, we process it on their behalf and under their instructions. That processing is governed by our agreement with the customer. If you have a question about data a customer sent us, we'll refer you to that customer and help them respond.

Information we collect

Mostly business contact details and how you use our site and platform.
  • Account and trial details: your name, work email, company, role and phone number, and your login details.
  • Communications: messages you send us by email or through forms on our website.
  • Newsletter details: your email address and your subscription preferences.
  • Platform usage: the features you use, actions you take, and logs of requests made through our API and our AI connector (MCP), including the time, the account and the action taken.
  • Device and browser data: IP address, browser type, device type, pages visited and referring pages, collected through cookies and similar tools.
  • Payment details: handled by Stripe, our payment provider. Stripe stores card and bank details under its own security standards. ÆTHR doesn't store them.
  • Customer inventory data: vehicle records our customers send us. This is information about vehicles, not people.

The inventory data we store contains no personal information about car shoppers or other individuals. The only personal information we store is about the people who use ÆTHR accounts.

Where it comes from

  • From you, when you fill out a form, start a trial, use the platform or contact us.
  • From your systems, when you connect your dealer management system, inventory tools or website to ÆTHR.
  • From public dealer websites, when our website verification feature checks what's live on a customer's site.
  • Automatically, through cookies and similar tools on our website.

How we use it

  • To create and manage your account and trial.
  • To provide, maintain, secure and improve our platform.
  • To respond to questions and provide support.
  • To send service emails about your account, such as trial reminders and security notices.
  • To send our newsletter and marketing emails, if you've subscribed or the law otherwise allows.
  • To understand how our website is used and improve it.
  • To protect against fraud, abuse and security incidents.
  • To meet legal obligations and enforce our terms.

We use personal information only for the purposes we've described, or for purposes a reasonable person would expect in the circumstances. If we want to use it for a new purpose, we'll ask first where the law requires.

How we share it

With the providers that help us run ÆTHR. We will never sell or share your personal information with anyone for their own use.
  • Destinations you approve. When you connect a website provider, marketplace, agency, technology partner or AI assistant to ÆTHR, we send them the data you've told us to send.
  • Service providers. Companies that host our website, send our emails and handle payments, under contracts that limit how they can use the information. These are Webflow (website hosting), Beehiiv (newsletter sending and list management) and Stripe (payments).
  • Business transfers. If ÆTHR is involved in a merger, acquisition or sale of assets, personal information may transfer as part of that deal, subject to this policy.
  • Legal reasons. When the law requires it, or to protect our rights, our users or the public.

No sale or sharing. We will never sell personal information or our customers' data. We will never share personal information with anyone for their own use. We don't share personal information for cross-context behavioral advertising. We don't currently use advertising pixels on our website. If that changes, we'll update this policy first.

AI assistants and our connector

If you connect your own AI assistant to ÆTHR through our connector, your assistant can read and act on your ÆTHR data on your instructions, using your access. Information your assistant retrieves is sent to that AI provider and handled under its terms and privacy policy, not ours. We log the requests and actions taken through the connector so you can review them.

We don't use customer data or personal information to train artificial intelligence models.

Emails

We keep two separate email lists. Signing up for a trial puts you on our account and service list. It doesn't subscribe you to our newsletter. You can join the newsletter separately.

Every marketing email identifies ÆTHR, includes our mailing address and has an unsubscribe link. Unsubscribing takes effect immediately. You'll still receive service emails about your account while it's active.

Cookies and analytics

We use cookies and similar tools to keep our website working, remember your preferences and understand how the site is used. Where the law requires it, we ask for your consent before using non-essential cookies. You can also block cookies in your browser, though parts of the site may not work.

How long we keep it

We keep personal information only as long as we need it for the purposes in this policy, or as the law requires.

  • Account information: while your account is active, and for 2 years after it closes, so we can respond to questions, requests and legal claims.
  • Billing records: for 7 years, to meet Canadian and US tax record requirements.
  • Trial information: for 12 months after a trial ends without a subscription, then deleted.
  • Newsletter details: until you unsubscribe, then kept only as a suppression record so we don't email you again.
  • Logs: for 12 months.
  • Customer inventory data: while the customer's account is active, then deleted within 30 days after it closes.

How we protect it

We use administrative, technical and physical safeguards appropriate to the sensitivity of the information, including access controls and encryption in transit. No system is perfectly secure. If a breach creates a real risk of significant harm, we'll notify affected people and regulators as the law requires.

Where it's stored

We store and process information in Canada and the United States. Our service providers, Webflow, Beehiiv and Stripe, store information in the United States. When information is stored outside your province, state or country, it may be accessible to courts, law enforcement and national security authorities there under local law. Where the law requires it, we assess transfers before they happen and protect them by contract. To ask how our service providers outside Canada handle your information, contact our privacy officer.

Your rights

Depending on where you live, you may have the right to:

  • Know what personal information we hold about you and get a copy.
  • Correct information that's inaccurate or incomplete.
  • Ask us to delete it.
  • Receive it in a portable format.
  • Withdraw consent, subject to legal or contractual limits.
  • Opt out of the sale of personal information or targeted advertising, where those apply. We don't do either.
  • Appeal our decision on a request, where your state's law provides for it.

Residents of Canada can complain to the Office of the Information and Privacy Commissioner of Alberta, the Office of the Privacy Commissioner of Canada, or their provincial regulator, including the Office of the Information and Privacy Commissioner for British Columbia and the Commission d'accès à l'information du Québec.

Residents of US states with privacy laws can exercise the rights their state law provides. We won't discriminate against you for using them.

To make a request, email legal@theaethr.ai. We'll verify your identity before responding and reply within 45 days, or sooner where your local law requires. An authorized agent can make a request for you where the law allows.

Children

ÆTHR is a business service, not intended for anyone under 18. We don't knowingly collect personal information from children. If you believe we have, contact us and we'll delete it.

Changes to this policy

We'll update this policy when our practices change. We'll post the new version here with a new "Last updated" date, and tell account holders by email when changes are significant.

Contact us

Person in charge of the protection of personal information: Michael Cirillo, Privacy Officer, legal@theaethr.ai

Mailing address: LiftKit Web Solutions Ltd., dba ÆTHR™, 118 Lakeview Crescent, Beaumont, AB T4X 1T4. US mailing address: 1121 Dallas Drive, Denton, Texas 76210.

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