Privacy Policy

Privacy Policy for The Horse Concierge, LLC

Effective date: September 28, 2026

The Horse Concierge, LLC (“The Horse Concierge,” “we,” “our,” or “us”) respects your privacy, and we are committed to protecting it through our compliance with this privacy policy (the “Privacy Policy”).

The Horse Concierge provides an all-in-one digital platform and mobile app designed to help horse owners, riders, equine businesses, and care teams manage equine care and connect with professionals.

This Privacy Policy describes 1) how we collect, use, disclose, and safeguard information when you access or use The Horse Concierge platform, including our website, web application, mobile applications for iOS and Android (the “App”), and related services available through the Apple App Store and Google Play Store (collectively, the “Services”) and 2) the type of information we may collect from you or that you may provide when you use our Service.

By downloading, accessing, or using our Services, you understand and agree that we collect and process your information as outlined in this Privacy Policy. Please read this Privacy Policy carefully to understand our policies and practices regarding your information and how we treat it. If you do not agree with this Privacy Policy, do not use our Services. By accessing or using our Services, you agree to the terms of this Privacy Policy. This Privacy Policy may change from time to time (see Changes to This Privacy Policy below). Your continued use of our Services after we make changes to this Privacy Policy is deemed to be acceptance of those changes, so please check this Privacy Policy periodically for updates.

1. Information We Collect

We collect several types of information from and about users of our Services (each individually, “User,” and collectively, “Users”), including:

Personal Information (Provided by Users)

• Name, email address, and phone number for account creation and authentication
• Information voluntarily added to horse profiles, care records, listings, or submissions (such as photos, notes, descriptions, and event details)

Provider & Business Information

• Business names, contact details, websites, service descriptions, and event information submitted by service providers or organizers for display within the App

App Usage Data

• Aggregated usage data such as screen views, session counts, and feature engagement collected through Firebase Analytics to improve App performance and functionality

Metadata and Technical Data

• Log File Information: Reported automatically by your device whenever you make a request to access pages or features. This includes web request data, IP address, browser information, referring and exit pages, clicking counts, and how you interact with link features.
• Device Identifiers: When you access the Services on a tablet or mobile device, we may monitor, access, and store unique alphanumeric “device identifiers” to verify active subscriptions, authorize sign-ons, and maintain performance benchmarks.

Location & GPS Data (Ride Tracking)

• The core features of the Ride Tracking feature within the App require precise tracking of your real-time geolocation. We handle your location data with the utmost privacy and care.
• If you use GPS Ride Tracking (a subscription feature), the App collects precise location data from your device only when you start recording a ride and grant the relevant permissions. We do not collect location data when you are not actively recording a ride.
  • Foreground location: Collected while the App is open and you are actively recording or viewing a ride.
  • Background location: Collected while a ride is in progress and the App is not in the foreground (for example, when your screen is locked or you switch to another app), so your ride can continue to be recorded without keeping the App open.
• GPS coordinates, route, distance, speed, elevation, and timestamps associated with ride sessions.
• Ride location data is stored with your account and linked to horse profiles you choose.
• You can stop location collection at any time by ending ride recording or by changing location permissions in your device settings (including revoking background location access for the App). Ride tracking will not work without the permissions required for the feature.

Subscription & Payment Information

• Subscription purchases are processed exclusively by Apple (App Store) or Google (Play Store)
• We do not collect, store, or have access to full payment or billing details
• Apple or Google may collect payment-related information in accordance with their own privacy policies

2. How We Collect Information

We collect information in several ways:

• Directly from you, when you create an account, use the Services, add information to horse profiles, care records, listings, or submissions, or contact us
• Automatically through your use of the Services, including app and website usage, such as screen views, session counts, feature engagement, device and log information, and, when you enable Ride Tracking, precise location data collected while you record a ride
• From third-party sources, including service providers, app store and platform providers, analytics and security providers, payment processors, and integrations, where permitted by their policies and your settings

3. Third-Party Information Collection

• When you interact with the Services, third parties may use automatic collection technologies to collect information about you or your device. These third parties may include data service providers and app store or platform providers.
• These third parties may use tracking technologies to collect information about you when you use the Services. The information they collect may be associated with your personal data or may include information about your online activities over time and across different websites, apps, platforms, and other online services. We do not control these third parties’ tracking technologies or how they may be used, and they have their own privacy policies. We encourage you to review those policies before providing personal information through those services.

4. How We Use Information

We use collected information to:

• Authenticate accounts and provide access to App features
• Enable marketplace and provider directory functionality
• Display User- and provider-submitted content within the App
• Facilitate communication related to listings and services
• Improve App performance, reliability, and feature development
• Monitor aggregate usage trends and system health
• Record rides, calculate distance, speed, duration, and activity history, and display ride maps and summaries
• Continue recording in-progress rides using background location only while a ride session is active

We do not sell or share personal information with third-party marketers or advertisers. Location data collected for ride tracking is not used for advertising, behavioral profiling, or marketing purposes.

5. Advertising

Advertisements displayed in the App are:

• Static or region-based
• Not targeted to individual users
• Not driven by personal behavior, tracking, or profiling

• We do not sell, rent, or lease your personal information, GPS location logs, or horse medical records to third-party advertisers.
• We do not host programmatic advertising networks that track you across the web. Your horse records and journals are stored securely and are only shared with individuals whom you explicitly authorize.

6. Cookies

• On our website and App, we may use cookies and similar technologies (such as pixels or local storage) to operate the Services, remember your preferences, measure usage, and improve performance. The website uses Google Analytics to measure visits and how pages are used. The App may use similar technologies, including Firebase Analytics, to collect aggregated usage data and improve App performance and functionality. You can control cookies through your browser settings, but disabling some cookies may affect how the Services function.
• The Services do not currently respond to Do Not Track (DNT) browser signals. Because we do not use behavioral tracking or sell personal information, we honor Global Privacy Control (GPC) signals where required by applicable law.

7. Data Storage & Security

• Data is stored securely using Google Firebase infrastructure
• We apply reasonable administrative, technical, and organizational safeguards, including encryption of data in transit and at rest, access controls, and monitoring of administrative activity.
• However, no electronic data storage or transmission system can be guaranteed to be 100% secure. While we strive to protect your personal details, we cannot guarantee the absolute security of any information you transmit, and you acknowledge that you do so at your own risk. You are responsible for keeping your account credentials, passwords, and device access secure at all times.
• In the event of a data breach affecting your personal information, we will take commercially reasonable steps to address it and provide any notifications required by applicable law.
• We are committed to ensuring that our data practices are consistent with the representations made in this Privacy Policy, in accordance with Section 5(a) of the Federal Trade Commission Act.

8. User Accounts & Access Controls

• Accounts store only the information necessary to support App functionality
• Regional administrators (“Ambassadors”) may be granted limited, role-based access for moderation and support purposes
• Administrative access is restricted, monitored, and reviewed

9. Account Deletion & Data Retention

• If you no longer wish to use our Services, you have the right to request the permanent deletion of your account and all associated account information at any time.
• Users may request account deletion at any time through our account deletion request page or by contacting info@thehorseconcierge.com
• Upon verified request, personal account data will be deleted or anonymized unless retention is required for legal or operational reasons. Retention periods vary depending on the type of data, the purposes for which it was collected, and applicable legal requirements.
• Stored ride and location data associated with your account is included in deletion requests. GPS ride data and horse care records associated with a deleted account will be deleted or anonymized unless retention is required for legal or operational reasons.
• Some aggregated or non-identifiable data may be retained for analytics and system integrity
• Payment and transaction records may be retained longer where required by law or by the applicable app store provider.

10. Children’s Privacy

The App is not intended for children under the age of 13. We do not knowingly collect, request, or solicit any personal information from children under the age of 13. Our Services are not directed to nor intended for children under the age of 13. If we learn that we have collected or received personal information from a child under 13 without verifying parental consent, we will delete that information. If you believe we might have records relating to a child under the age of 13, please contact us immediately.

11. Third-Party Services

We share necessary data with trusted vendors and software platforms that assist us in operating our Services. These partners are legally bound to process your information securely and strictly to perform their specific services. We use the following third-party services:

• Google Analytics: used on the website to measure visits, pages viewed, and how the site is used.
• Google Firebase: used for authentication, data storage, and analytics.
• Apple App Store / Google Play: used for payment processing. We integrate secure payment partners to authorize subscription renewals and process premium payments.

These services operate under their own privacy policies and may process limited data necessary to provide their services.

Legal and Compliance

We may disclose information if required to do so by law or in the good-faith belief that such action is necessary to comply with legal obligations or lawful requests; protect and defend the rights, property, or safety of The Horse Concierge, our Users, or others; or investigate or prevent suspected wrongdoing or security issues.

Business Transfers

If The Horse Concierge is involved in a merger, acquisition, financing, reorganization, or sale of assets, information may be transferred as part of that transaction, subject to appropriate confidentiality protections.

12. User Rights

Depending on your location, you may have rights under applicable privacy laws. Residents of California, Illinois, New York, Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Montana, Oregon, Tennessee, Texas, Utah, and Virginia may have the following rights (now or in the future), and the exact scope of these rights may vary by state:

• Confirm whether we process your personal information;
• Access and delete certain personal information;
• Correct inaccuracies in your personal information;
• Request data portability, including a copy of your personal information;
• Opt out of personal data processing for targeted advertising, the sale of personal information, or profiling in furtherance of decisions that produce legal or similarly significant effects;
• Withdraw consent for certain data processing, which may limit App functionality; and
• Control or revoke foreground and background location access through your device’s privacy settings.

Requests can be submitted to info@thehorseconcierge.com. Before processing a request, we may need to verify your identity using information associated with your account or other reasonable verification methods.

We will respond within the timeframe required by applicable law, generally within 45 days, subject to any permitted extensions.

If we deny a request, you may appeal the decision by directly replying to our response to the request.

13. Privacy Notice for California

If you are a resident of California, your rights are described in more detail under the California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA). These rights may include:

• The right to request access to categories and specific pieces of personal information we collect;
• The right to request deletion of personal information (with exceptions);
• The right to request correction of inaccurate information;
• The right to opt out of the sale or sharing of personal information (note: The Horse Concierge does not currently “sell” personal information as defined by the CCPA).

CCPA Categories of Personal Information

The following table summarizes the categories of personal information under the CCPA that we may collect and whether we disclose them to third parties. For each category below, the first response indicates whether we collect it and the second indicates whether we disclose it to third parties:

Additionally, California’s “Shine the Light” law (Civil Code § 1798.83) allows users who are California residents to request information about the sharing of their personal data with third parties for direct marketing purposes. To make such a request, please contact us.

14. Privacy Notice for North Carolina

• Under the North Carolina Identity Theft Protection Act, N.C. Gen. Stat. § 75-65, if we discover a security breach involving personal information, we will notify affected individuals without unreasonable delay, subject to applicable law. We will also notify the North Carolina Attorney General when a breach affects more than 1,000 persons.
• As required by N.C. Gen. Stat. § 75-64, we maintain reasonable security measures appropriate to the nature of the personal information we maintain.
• When disposing of records containing personal information, we will take reasonable measures to securely destroy or arrange for the secure destruction of those records, consistent with N.C. Gen. Stat. § 75-64.

15. Privacy Notice for Nevada

Nevada residents have a limited right to opt out of certain sales of personal information. Residents who wish to exercise this right may submit a request to info@thehorseconcierge.com. The Horse Concierge does not currently sell personal information.

To the extent you are in a state that requires other privacy policies, those policies are incorporated herein by reference.

16. Sensitive Personal Information

• Certain data collected by the Services, such as precise geolocation data from ride tracking, may be considered sensitive personal information under some state privacy laws.
• We collect such data only with your affirmative permission and do not use it for advertising, behavioral profiling, or marketing.
• Horse care records and related information are stored securely and shared only with individuals you explicitly authorize.

17. International Users

The Services are operated in the United States, and information is processed and stored in the United States. If you access the Services from outside the United States, you understand that your information may be transferred to, stored, and processed in the United States, where data-protection laws may differ from those in your jurisdiction.

18. Changes to This Policy

We may update this Privacy Policy periodically. Updates will be posted within the App and on our website. Continued use of the App after changes constitutes acceptance of the revised policy.

19. Contact Us

info@thehorseconcierge.com

The Horse Concierge™ is a trademark of Lacey Gotshall, all rights reserved. Trademark pending.