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EquiTrace Privacy Policy

EquiTrace Hunter Jumper

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Introduction

EquiTrace LLC (for users in the USA) and EquiTrace Ltd (for users in the rest of the world) (“EquiTrace,” “we,” “us,” or “our”) are committed to protecting your privacy and ensuring transparency in how we collect, process, and store your personal data. This Privacy Policy outlines how we handle information in compliance with the General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), California Privacy Rights Act (CPRA), and the policies of Apple and Google.

Data Controller, Processor, and Ownership

  • Data Controller: EquiTrace LLC is responsible for users in the USA, while EquiTrace Ltd manages users in all other regions. These entities determine the purposes and means of processing personal data.
  • Data Processor: Third-party service providers process data on our behalf under strict security agreements.
  • Data Owners: Users who create and manage accounts and authorize data sharing within the app.

Data Collection and Processing

User Data

We collect and process the following user data when you set up a farm in the EquiTrace app:

      •  
      • Name, phone number, email, country, and state/county
      • User ID and Device ID
      • App store purchase history
      • Device information (operating system, make, model, resolution)

 

Purpose: To provide customer support, facilitate subscription management, and send relevant app-related information.
Legal Basis: Legitimate interest.
Storage & Processing: Managed using Stripe, HubSpot, and ChargeBee. Not shared with third parties unless explicitly authorized. Users can request deletion by emailing equitrace@equitrace.app.
Third-Party Sharing: If authorized, data may be shared with third-party platforms (e.g., HFM or HISA) for billing, compliance, or other purposes. Users control data transfers within the app settings.

Login Credentials

Data Collected: Username and encrypted passwords.

Purpose: To enable login, account recovery, and data sharing among farm users.

Security: Securely stored and never shared with third parties

 

Horse Data

Data Collected: Horse identification details (microchip number, name, breeding, sex, color).

Purpose: For users to correctly identify horses within a farm.

Access: Available to authorized farm users and those scanning a horse’s microchip.

Security: If an unauthorized user scans a horse, the subscription holder is notified unless the horse is marked as sold, deceased, or transferred.

 

GPS Tracking

Data Collected: GPS location of scanned horses, username, date, and time.

Purpose: To track horse movement for the app user.

Security: Encrypted and only accessible by approved farm members.

Research Use: Anonymized temperature data may be used in climate studies, with location accuracy limited to 4,760 square miles.

 

Horse Treatment and Notes

Data Collected: User-generated notes, treatments, and reproduction records, including usernames, date, and time.

Purpose: To facilitate information sharing within a farm.

Security: Encrypted before transmission and storage. Only authorized users can access the decrypted data.

Third-Party Sharing: Not shared unless explicitly authorized.

 

Documents

Proofs of vaccination, Coggins, and Health Certification: Uploaded documents are stored on our servers for verification purposes.

If uploaded for a USEF-licensed competition, they may be shared with the United States Equestrian Federation.

If uploaded for entry requirements at a competition, they may be securely shared with the competition organizer.

Other Documents: Stored securely and accessible only by approved farm members.

 

Microchip Scanner Data

Data Collected: Serial number of the scanner used.

Purpose: Market research to track scanner usage.

Security: Stored separately from personal and farm data.

 

Bluetooth Usage

Purpose: To connect microchip scanners with the app.

Data Transmitted: Only the 15-digit microchip number, scanner serial number, and, if encoded, the horse’s temperature.

Security: No user or farm-specific data is transmitted via Bluetooth.

Horse Document Submission & Verification

As part of providing our services, EquiTrace and its branded products (including EventPass) may request or receive horse-related documents for the purposes of identity confirmation, health compliance, and participation in equestrian events. These documents may include, but are not limited to, Coggins tests, vaccination records, health certificates, registration papers, and other veterinary or regulatory documents (“Horse Documents”).

Some Horse Documents may contain personal information about owners, guardians, riders, or other individuals, including minors. This may include names, addresses, phone numbers, and other identifying details (“Personal Information”).

To ensure transparency and compliance, the following terms apply to all users who submit Horse Documents through our platform:

  1. Consent to Submit Documents for Verification

By uploading, submitting, or otherwise providing Horse Documents to EquiTrace, you acknowledge and agree that:

The documents are required for the verification of horse identity and health compliance;

EquiTrace may process and store these documents for this purpose; and

EquiTrace may display the necessary compliance-related portions of these documents to event organizers, show officials, or other authorized parties in connection with horse health requirements.

  1. Submission of Documents Containing Personal Information

If Horse Documents contain Personal Information that is not required for equestrian event compliance, users have two options:

    1. Submit a redacted version of the document with Personal Information removed; or
    2. Submit the unredacted document, in which case you expressly consent to EquiTrace processing, storing, and using the document as submitted for verification and compliance purposes.

EquiTrace may apply automated or manual redaction to certain fields where feasible; however, the responsibility for removing optional Personal Information prior to submission remains with the user.

  1. Document Access Associated With a Horse

Horse Documents submitted through EquiTrace are linked to the horse’s profile within the system. At this time, any user who searches for and adds a horse to their account using publicly available identifiers (such as a USEF number) may be able to view the Horse Documents associated with that horse.

By submitting Horse Documents, you acknowledge and agree to the following:

    • Documents travel with the horse, not with the individual who uploaded them.
    • Any user who adds that horse to their EquiTrace or EventPass account may be able to view the submitted Horse Documents, including any Personal Information contained within them.
    • If you do not wish for certain Personal Information (such as addresses, phone numbers, or other identifiers) to be visible to other users who may add the same horse, you must remove or redact that Personal Information before submitting the document.
    • By submitting unredacted documents, you expressly consent to EquiTrace storing and displaying the document as submitted and acknowledge that it may be accessible to other users who add that horse to their account for legitimate equestrian purposes (such as competition entry, horse management, or compliance verification).

EquiTrace is actively developing enhanced access-control features to further limit document visibility, and updates will be reflected in this Privacy Policy once available.

  1. Legal Basis & Data Protection

EquiTrace processes Horse Documents and any included Personal Information under the legal basis of:

    • Performance of a contract (providing EventPass and EquiTrace services);
    • Legitimate interest (protecting horse health, meeting event compliance requirements); and
    • User consent (when submitting documents that include Personal Information not required for compliance).
    • All documents are stored securely, encrypted where appropriate, and handled in accordance with our wider Privacy Policy and applicable data-protection laws, including GDPR.
  1. Your Rights

Users may request that EquiTrace:

Remove or replace previously submitted documents;

Apply additional redaction where possible;

Restrict access to specific documents pending verification.

Requests can be made at any time via our support team at support@equitrace.app

Subscriptions and Data Retention

A subscription is required for data sharing within a farm, training center, veterinary clinic, or property:

  • Only one person on the farm needs a subscription and can authorize/deauthorize other users.
  • Some data may be stored locally on devices for offline use, meaning deauthorized users may temporarily retain access.
  • Subscription control can be transferred to another authorized user.
  • If a subscription lapses, access to shared notes and GPS data ceases until it is restored.

Deleting Your Data:

  • User accounts can be deleted via “Other Features” → “Delete User.”
  • Farm data can be deleted via “Other Features” → “Delete Farm.”
  • Personal information can be removed by emailing equitrace@equitrace.app.

Third-Party Service Providers

EquiTrace partners with the following providers for data processing:

  1. Analytics & Performance Monitoring
    • Google Analytics, Heap: Track user interactions.
    • Facebook Pixel: Measure ad conversions.
    • Segment: Route user data across systems.
    • Metrical: Analyze user behavior.
  2. User Experience Improvement
    • Sentry: Session replay.
    • Hotjar: Capture user behavior for debugging.
    • PicReel: Deliver targeted messages.
  3. Customer Communication
    • Intercom: Chat functionality and support.
    • ActiveCampaign, Encharge: Email communication management.
  4. Document Processing
    • Nanonets: Optical Character Recognition and document processing.

Data Security: Data collected by these services is encrypted and processed securely. We do not share personally identifiable data with third parties unless authorized.

Your Rights

Under GDPR and CCPA/CPRA, users have the right to:

  • Access & Portability: Request a copy of personal data.
  • Correction: Modify inaccurate or incomplete data.
  • Deletion: Request data erasure.
  • Restriction & Objection: Limit or object to processing.
  • Opt-Out: Prevent personal data from being sold or shared.

California Residents:

  • We do not sell personal data.
  • California residents may request data access or deletion via equitrace@equitrace.app.

Data Security

  • All data is encrypted before transmission and storage.
  • Employees cannot access decrypted user data.
  • We implement industry-standard security practices to prevent unauthorized access.

Updates to this Privacy Policy

We may update this Privacy Policy periodically. Users will be notified of significant changes via email or in-app notifications.

Contact Information

For any questions or data-related requests, contact us at:

  • Email: support@equitrace.app
  • Mailing Addresses:

    EquiTrace LLC, PO Box 922, Georgetown, Kentucky, 40324

    EquiTrace Ltd, National Equine Innovation Centre, The National Stud, Kildare, R51 KX25, Ireland

Last Updated: March 25, 2025

By using the EquiTrace app, you agree to the terms outlined in this Privacy Policy.