Privacy Policy

This Privacy Policy ("Policy") describes how Locaition Matters Inc. ("Locaition Matters," "Company," "we," "us," or "our") collects, uses, stores, discloses, and otherwise processes personal information in connection with: (i) our corporate website at www.locaitionmatters.com; (ii) the Curated Intelligence™ platform and workspace available at www.getcurated.ai ("Curated"); and (iii) all related AI-powered location-intelligence solutions, platforms, products, APIs, and services offered under the Locaition Matters or Curated brand (collectively, the "Sites" and "Services"). This Policy applies to all visitors, users, prospective customers, and any other individuals who interact with us ("you" or "User").

Curated Intelligence™, Curated™, and PlaceStory™ are trademarks of Locaition Matters Inc. Curated is a product of Locaition Matters and is not a separate legal entity. Your use of Curated is governed by this Policy and the Locaition Matters Terms of Service.

By accessing either Site or using any of the Services, you acknowledge that you have read, understood, and agree to be bound by this Policy. If you do not agree, please discontinue use immediately.

1. Information We Collect

We collect information you provide directly, information collected automatically when you interact with our Sites and Services (including via the Curated workspace), and information from third-party sources.

1.1 Information You Provide Directly

• Account and Registration Data: Name, business email address, phone number, job title, company name, and login credentials when you create an account on locaitionmatters.com or getcurated.ai, or request a demo.
• Communications: Content of inquiries, support requests, survey responses, and other communications you send to us.
• Transaction and Billing Data: Billing address, payment method details, and subscription information. Payment card data is processed exclusively by PCI-DSS-compliant third-party payment processors and is not stored by us.
• Professional Information: Industry, use case, business requirements, and other details you provide when evaluating or using the Services.

1.2 Curated Workspace and AI Interaction Data

When you use the Curated Intelligence™ workspace, we collect the following additional categories of information specific to AI-powered, location-intelligence workflows:

• Natural-Language Queries: The text of questions, prompts, and instructions you submit to the Curated AI workspace, including market, site, territory, portfolio, and location-decision queries.
• Session and Interaction Data: Workspace session identifiers, query timestamps, conversation threads, analysis steps taken, and workflow history within the Curated platform.
• Map and Spatial Interaction Data: Map viewport positions, layer selections, zoom levels, spatial filter inputs, and interactions with ArcGIS-powered map components within Curated.
• Artifact Creation Data: Metadata associated with outputs you generate in Curated, including PlaceStory™ reports, slide decks, HTML pages, maps, and other decision artifacts (collectively, "Artifacts"). We do not persistently store the substantive content of Artifacts beyond what is necessary to deliver the Services.
• Playbook and Methodology Selections: Records of which expert playbooks and analysis methodologies you invoke within Curated workflows.

AI interaction data is processed to deliver, maintain, and improve the Curated Services. See Section 2.5 regarding our policy on AI model training.

1.3 Information Collected Automatically

• Usage and Log Data: IP address, browser type and version, operating system, referring/exit URLs, pages visited on either Site, time spent, and links clicked.
• Device Data: Device identifiers, hardware model, and browser settings.
• Cookies and Tracking Technologies: We use cookies, web beacons, pixels, and similar technologies on both locaitionmatters.com and getcurated.ai. See Section 7 for details.
• Inferred Location Data: General geographic location inferred from your IP address. We do not collect precise GPS-level device location without explicit consent.
• Analytics Data: Aggregated usage data generated through analytics tools deployed on the Sites and within the Curated platform.

1.4 Customer-Provided Geospatial and Business Data

Our Services are purpose-built for location intelligence. If you or your organization upload, transmit, or provide geospatial datasets, shapefiles, address records, GIS layers, spatial files, proprietary location data, or internal business data ("Customer Data") through the Services or the Curated workspace, such data is processed solely to deliver the requested Services. Customer Data is treated as confidential and is governed by any applicable Data Processing Agreement ("DPA") executed between the Company and your organization, which takes precedence over this Policy with respect to such data.

1.5 PlaceStory™ Artifact Sharing

Curated allows you to publish and share PlaceStory™ artifacts and other decision outputs with third-party viewers via shareable links or embedded formats. When a recipient views a shared PlaceStory™ or similar Artifact, we may collect standard usage data from that viewer (e.g., IP address, browser type, page-view data) in connection with rendering the shared content. Viewers of shared Artifacts are not required to create a Locaition Matters or Curated account. If you share an Artifact externally, you are responsible for ensuring that sharing is consistent with applicable confidentiality obligations and the rights of any individuals whose data may appear in the Artifact.

1.6 Information from Third-Party Sources

• Esri and GIS Partners: As an Esri Gold Partner, we may receive geographic, spatial, or firmographic data through our Esri partnership to enhance Services, including data accessed through ArcGIS integrations you authorize.
• Data Providers: Professional or firmographic data from authorized business data providers used to enrich our Services.
• Public Sources: Publicly available geographic, demographic, or business information used in Services or Curated analyses.
• Social and Professional Networks: Information consistent with your privacy settings if you interact with us via LinkedIn or similar platforms.

2. How We Use Your Information

We use information for the following purposes, consistent with applicable law and our legitimate business interests.

2.1 Providing and Improving the Services

• To create, operate, authenticate, and manage your account on locaitionmatters.com and getcurated.ai.
• To deliver, maintain, and improve the Curated Intelligence™ platform, including its AI workspace, natural-language analysis capabilities, ArcGIS-powered mapping, playbook execution, and Artifact generation features.
• To process transactions, issue invoices, and fulfill contractual obligations.
• To develop new features, conduct research, and improve the quality and performance of all Services.

2.2 Communications

• To respond to inquiries, support requests, and feedback submitted via either Site.
• To send administrative communications, including confirmations, product updates, and security alerts.
• To send marketing and promotional materials where you have provided consent or we have a legitimate interest, with the ability to opt out at any time (see Section 9).

2.3 Security, Compliance, and Legal Obligations

• To detect, investigate, and prevent fraud, unauthorized access, abuse of the Curated AI workspace, and other security incidents.
• To enforce our Terms of Service and other agreements.
• To comply with applicable law, regulation, court orders, and governmental requests.
• To protect the rights, property, and safety of Locaition Matters, our users, and the public.

2.4 Analytics and Business Operations

• To understand usage patterns across both Sites and the Curated platform.
• To conduct internal analytics, product telemetry, and business intelligence.
• To evaluate marketing campaign effectiveness and optimize customer acquisition.

2.5 AI Model Operations and Training Policy

The Curated Intelligence™ platform incorporates generative AI and machine learning technologies. We process your natural-language queries, workspace interaction data, and AI-generated outputs solely to deliver and improve the specific Services you have requested. We do not use your confidential Customer Data, proprietary business data, or personally identifiable query content to train foundational AI models without your express written consent. Aggregated, de-identified, and anonymized usage signals (e.g., feature engagement patterns) may be used to improve Service performance.

2.6 Enterprise Tenant Isolation

For enterprise Curated customers, Customer Data and workspace activity are maintained in logically isolated tenant environments. Data from one enterprise tenant is not accessible to, or commingled with, data from another tenant. Tenant isolation applies to query history, Customer Data layers, Artifact storage, and ArcGIS integration credentials.

3. Legal Bases for Processing

To the extent applicable law requires us to identify legal bases for processing your personal data, we rely on the following:

• Performance of a Contract: Processing necessary to provide the Services you have requested or to fulfill our agreement with you, including operating the Curated Intelligence™ workspace.
• Legitimate Interests: Processing necessary for our legitimate business interests, including improving our Services, operating the Curated platform, preventing fraud and abuse, and communicating relevant product updates, provided those interests are not overridden by your privacy rights.
• Consent: Where you have provided explicit consent, such as for marketing communications or certain cookies. You may withdraw consent at any time without affecting the lawfulness of prior processing.
• Legal Obligation: Processing required to comply with applicable law or regulation.

4. Data Sharing and Disclosure

We do not sell your personal information. We may share your information in the following circumstances.

4.1 Service Providers and Subprocessors

We share information with trusted third-party vendors that perform services on our behalf, including cloud hosting, AI infrastructure providers, data analytics, payment processing, customer support, email delivery, and marketing technology. Such third parties are contractually obligated to process your information only as directed by us and to maintain appropriate security measures. A list of material subprocessors is available upon written request.

4.2 Esri and ArcGIS Technology Partners

As an authorized Esri Gold Partner, we integrate the Curated Intelligence™ platform with Esri's ArcGIS technology. When you connect your ArcGIS environment to Curated, data exchanged through that integration — including ArcGIS credentials, layer access tokens, and spatial data — is subject to Esri's applicable privacy terms and your organization's ArcGIS licensing agreement, in addition to this Policy. We do not store your ArcGIS credentials beyond what is technically necessary to maintain your authorized connection.

4.3 PlaceStory™ and Artifact Sharing with External Recipients

When you share a PlaceStory™, HTML output, map, or other Artifact generated in Curated with external recipients via a shareable link or embed, those recipients will be able to view the content of that Artifact. You control what information is included in shared Artifacts. We process limited usage data from external viewers solely to render and serve the shared content. Locaition Matters is not responsible for the further disclosure or use of shared Artifact content by recipients.

4.4 Business Transfers

In the event of a merger, acquisition, financing, reorganization, bankruptcy, or sale of all or a portion of our assets (including the Curated product line), your information may be transferred as part of that transaction. We will provide notice before your personal information becomes subject to a materially different privacy policy.

4.5 Legal Requirements and Safety

We may disclose information where required by law, subpoena, or other legal process, or where we have a good-faith belief that disclosure is necessary to: (i) comply with a legal obligation; (ii) protect the rights or safety of any person; (iii) investigate or prevent fraud, misuse of the Curated platform, or security incidents; or (iv) enforce our legal rights.

4.6 With Your Consent

We may share your information with third parties when you have provided explicit consent to such sharing.

5. Data Retention

We retain personal information for as long as necessary to fulfill the purposes described in this Policy, to maintain and improve the Services, and to comply with our legal obligations. The following general retention guidelines apply:

• Account and registration data: retained for the duration of your account and for a reasonable period thereafter for legal and business purposes.
• Curated workspace session and query data: retained for a period sufficient to support your workspace history and product improvement, after which it is deleted or anonymized.
• PlaceStory™ and Artifact metadata: retained until you delete the Artifact or your account is terminated.
• Billing and transaction records: retained for the period required by applicable tax and financial law (typically seven years).

Upon termination or expiration of your account or our agreement, we will delete or anonymize your personal data within a commercially reasonable timeframe, except to the extent retention is required by applicable law. Customers may request earlier deletion as set forth in Section 9.

6. Data Security

We implement and maintain industry-standard technical and organizational security measures across both the Locaition Matters and Curated platforms, including:

• Encryption of data in transit using TLS and encryption of data at rest using AES-256 or equivalent standards.
• Access controls, role-based permissions, and multi-factor authentication.
• Enterprise tenant isolation for Curated customers, ensuring logical separation of Customer Data and workspace environments.
• Regular security assessments, vulnerability scanning, and penetration testing.
• Employee training on data handling, AI system security, and privacy obligations.
• Incident response and breach notification procedures.

No method of transmission over the internet or electronic storage is completely secure. While we strive to protect your information, we cannot guarantee absolute security. In the event of a security breach affecting your rights, we will notify you as required by applicable law.

7. Cookies and Tracking Technologies

Both www.locaitionmatters.com and www.getcurated.ai use cookies and tracking technologies. The Curated platform may additionally use session identifiers and workspace tokens to maintain your AI workspace session state.

7.1 Types of Cookies We Use

• Strictly Necessary Cookies: Required for the Sites and Services — including the Curated workspace — to function properly. These cannot be disabled.
• Performance and Analytics Cookies: Help us understand how visitors interact with the Sites and Curated platform (e.g., Google Analytics) by collecting aggregated, anonymized data.
• Functional Cookies: Remember your preferences and settings to enhance your experience across both Sites.
• Marketing and Targeting Cookies: Used to deliver relevant advertising and track campaign effectiveness. Deployed only with your consent where required by law.

7.2 Managing Cookies

You may manage cookie preferences through our cookie consent banner (available on both Sites), your browser settings, or opt-out tools provided by third-party analytics and advertising providers. Disabling certain cookies may affect the functionality of the Sites and the Curated workspace.

8. Third-Party Links and Integrations

The Sites and Services may contain links to, or integrations with, third-party websites and services, including Esri's ArcGIS platform, partner data providers, and other tools used within Curated workflows. This Policy does not apply to third-party services. When you connect your ArcGIS account, authorize a third-party data provider, or access external links through Curated or our Sites, you are subject to the privacy practices of those third parties. We encourage you to review their policies. We are not responsible for the privacy practices or content of third-party services.

9. Your Privacy Rights and Choices

Depending on your jurisdiction, you may have certain rights regarding your personal information. These rights apply to information processed in connection with both the Locaition Matters and Curated platforms.

9.1 Access, Correction, and Deletion

You may request access to the personal information we hold about you, request correction of inaccurate data, or request deletion of your personal information (including Curated workspace history and query data), subject to applicable legal exceptions. Account holders may update certain information directly through account settings on either platform.

9.2 Portability and Restriction

Where required by applicable law (including GDPR), you may request a portable copy of your personal data or request that we restrict our processing in certain circumstances.

9.3 Opt-Out of Marketing

You may opt out of receiving marketing communications from Locaition Matters and Curated at any time by: (i) clicking the "unsubscribe" link in any marketing email; (ii) updating your communication preferences in your account settings; or (iii) contacting us at the address in Section 14. Opting out of marketing does not affect transactional or administrative communications.

9.4 Do Not Track

Our Sites do not currently respond to "Do Not Track" browser signals. We will update this Policy if this practice changes.

9.5 Submitting a Rights Request

To exercise any of your privacy rights, please submit a request to privacy@locaitionmatters.com. We will respond within the timeframe required by applicable law. We may need to verify your identity before processing your request. We will not discriminate against you for exercising your rights.

10. California Privacy Rights (CCPA/CPRA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act, as amended by the California Privacy Rights Act (collectively, "CCPA/CPRA"), including the right to know what personal information we collect, use, and disclose; the right to delete your personal information; the right to opt out of the "sale" or "sharing" of your personal information; the right to limit the use of sensitive personal information; and the right to non-discrimination for exercising these rights.

These rights apply to personal information collected through both www.locaitionmatters.com and www.getcurated.ai. We do not sell or share personal information as those terms are defined under CCPA/CPRA. To submit a California privacy rights request, contact us at privacy@locaitionmatters.com or call +1 (803) 814-6288.

11. International Data Transfers

Locaition Matters is headquartered in the United States. The Curated Intelligence™ platform is operated from the United States. If you access our Services from outside the United States, your information will be transferred to, stored, and processed in the United States, which may not provide the same level of data protection as your home jurisdiction. By using the Services, you consent to the transfer of your information to the United States in accordance with this Policy.

For transfers of personal data from the European Economic Area, the United Kingdom, or Switzerland, we rely on appropriate transfer mechanisms, including Standard Contractual Clauses approved by the European Commission, or other lawful mechanisms as applicable.

12. Children's Privacy

The Services — including the Curated Intelligence™ platform — are intended exclusively for business users and are not directed to individuals under the age of 18. We do not knowingly collect personal information from minors. If you believe we have inadvertently collected information from a minor, please contact us immediately at privacy@locaitionmatters.com and we will promptly delete such information.

13. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, product offerings (including changes to the Curated platform), or other factors. When we make material changes, we will update the "Last Updated" date at the top of this Policy and, where appropriate, provide additional notice via a prominent notice on either Site or by email notification. Your continued use of the Services after the effective date of the updated Policy constitutes your acceptance of the changes.

14. Contact Us

If you have questions, concerns, or requests regarding this Privacy Policy or our data practices — whether in connection with locaitionmatters.com or getcurated.ai — please contact us at:

Locaition Matters Inc. Attn: Privacy Officer Email: privacy@locaitionmatters.com Phone: +1 (803) 814-6288 Website: www.locaitionmatters.com | www.getcurated.ai