Privacy Policy

1. Introduction & Data Controller

Embedded Markets, Inc. (“Embedded Markets,” “we,” “us,” or “our”) respects your privacy. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website (www.embeddedmarkets.com), use our products (LeveeBacktest™ Engine, emPortfolioAnalyzer™, and related services), or otherwise interact with us.

Data controller: Embedded Markets, Inc., 714 Oak Street, Suite B, Winnetka, IL 60093.

2. Notice at Collection (CCPA/CPRA)

At or before the point of collection, we inform California residents of the categories of personal information collected and the purposes for which it will be used. We collect identifiers (such as name, email, IP address), internet activity, geolocation data derived from IP, professional information, and inferences drawn from usage patterns.

We do not sell personal information. You may opt out of any future sale/sharing at:

• Do Not Sell or Share My Personal Information
• The “Cookie preferences” link in the footer
• Your browser’s Global Privacy Control (GPC) signal

3. Information We Collect

A. Information you provide directly

• Name, email address, company name, job title, and contact details when you register for an account, request beta access, a demo, or contact us.
• Account credentials used to access our client portal.
• Trading strategy inputs, model parameters, and related data that you upload or enter into our simulation tools, solely for the purpose of providing the Services.
• Communications with us, including support requests and feedback.

B. Information we collect automatically

• Log data such as IP address, browser type, device identifiers, operating system, referring/exit pages, and clickstream data.
• Cookies and similar tracking technologies used for analytics, preferences, and security. See our Cookie Policy.
• Usage data about how you interact with our Site and Services, including feature usage and error reports.

4. How We Use Your Information

We use the information we collect to:

• Provide, operate, maintain, and improve our products and services;
• Process transactions and manage client accounts;
• Communicate with you about your account, updates, support, and marketing (where permitted);
• Personalize user experience and analyze product usage;
• Detect, prevent, and address fraud, security incidents, or technical issues;
• Comply with legal obligations and enforce our agreements; and
• Perform aggregated research and analytics to improve our models, provided such use does not identify individual users.

5. Legal Basis for Processing (EEA/UK Visitors)

If you are located in the European Economic Area or United Kingdom, we process your personal data based on one or more of the following legal bases:

• Performance of a contract — to provide our Services and fulfill our contractual obligations;
• Consent — where you have given us permission (for example, marketing emails or certain cookies);
• Legitimate interests — to improve security, prevent fraud, and develop our products; and
• Legal obligation — to comply with applicable laws, regulations, and lawful requests.

6. How We Share Your Information

We do not sell your personal information. We may share data with:

• Service providers who perform functions on our behalf, such as cloud hosting, analytics, customer support, and email delivery;
• Business partners, where you have authorized the sharing or it is necessary to deliver integrated services;
• Regulators, courts, and government agencies, when required by law or to protect our rights and safety; and
• Acquirers or successors in connection with a merger, acquisition, financing, or sale of all or part of our business.

7. Cookies & Tracking Technologies

We use cookies and similar technologies for essential site operation, preferences, analytics, and security. You can manage cookie preferences through the banner we display or via your browser settings. For details on each cookie category, see our Cookie Policy.

8. Data Security

We implement administrative, technical, and physical safeguards designed to protect your information from unauthorized access, alteration, disclosure, or destruction.

9. Data Retention

We retain personal information for as long as necessary to fulfill the purposes outlined in this policy, including to provide our Services, comply with legal obligations, resolve disputes, and enforce agreements.

10. International Data Transfers

Embedded Markets is headquartered in the United States. Information from EEA/UK/Swiss visitors may be transferred to the U.S. or other jurisdictions where our service providers operate. We use appropriate safeguards such as Standard Contractual Clauses and technical/organizational measures.

11. Your Privacy Rights

GDPR (EEA/UK/Switzerland): You may access, correct, delete, restrict, object to, or port your data, and withdraw consent at any time.

CCPA/CPRA (California): You have the right to know, delete, correct, and opt out of sale/sharing. We do not discriminate against consumers who exercise these rights.

To exercise your rights, contact us at [email protected]. We may need to verify your identity before fulfilling a request.

12. Children’s Privacy

Our Services are intended solely for individuals who are at least 18 years old and authorized to enter into binding contracts, as stated in our Terms of Use. We do not knowingly collect personal information from children under the age of 13 or, where applicable, individuals under 16. If we learn that we have collected personal information from a child, we will delete it promptly.

13. Third-Party Links

Our Site may contain links to third-party websites or services. We are not responsible for the privacy practices of those sites.

14. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. The “Last updated” date at the top indicates when it was most recently revised.

15. Contact Us