Privacy policy
Last updated September 30, 2026
1. Who we are
Nelson Spencer LLC, doing business as Efora (“Efora,” “we,” “us”), operates efora.io. This policy describes how information from this site, contact form, and START assessment beta is handled.
For privacy questions, email hi@efora.io.
2. Information we receive
The contact form opens your own email app with your name, email address, closest engagement type, and description of the work you want to improve, addressed to Efora. For a retainer it also asks, optionally, for your team size and approximate monthly revenue. We receive it only if you send that email. The site does not store or send contact form details itself.
If an AI agent or app uses our Get started API on your behalf, the details it sends (the same fields as the form) reach our server so it can check them and return the email to send. The API does not store or send them; we receive the inquiry only when that email is sent.
If you use the booking link, the booking service receives what you choose to send. We also receive any information you put in a message to us.
Our analytics may collect page visits, referral information, device and browser details, and general site interactions. The engagement type, team size band, and revenue band you pick are sent as separate analytics events. Contact form fields and interactions are excluded from PostHog autocapture and session replay. Contact form names, email addresses, and message details are not sent to analytics.
3. How we use it
We use this information to respond to inquiries, prepare for calls, understand how the site is used, and fix problems.
We do not sell personal information or use form answers to build advertising profiles.
4. Services involved
Vercel hosts the site. PostHog provides product analytics and may provide session recordings. Google Analytics may be used for site measurement. Cal.com handles call bookings when you follow the booking link. These services process information needed for their roles and have their own privacy policies.
5. Cookies and tracking
PostHog uses a cookie and local storage to recognize a browser across visits. Google Analytics may also use cookies when enabled. You can limit cookies through your browser settings, though some site functions may be affected.
6. Retention and security
We retain inquiry information as needed to respond and manage a potential client relationship, unless deletion is requested or a longer period is required by law. Analytics and email providers apply their own retention settings.
We use HTTPS, access controls, and service providers to protect information. No internet service can guarantee absolute security.
7. START assessment (beta)
If you complete the START assessment, we store your responses in Convex, our database, in a structured form: profile answers, scored answers, score outputs, and your company, title, and self-reported industry if you provide them. We use them to generate your results, improve the assessment, and produce aggregate peer-trend summaries.
If you provide a company name, we may run company research later to better understand your industry and improve how your assessment is grouped for benchmark purposes. That research may use Firecrawl (company website research), Perplexity (research enrichment), and OpenAI (structured synthesis). It is used to improve grouping, not to publish company-level profiles to other respondents.
Peer trends are directional and shown only in aggregate when enough similar responses exist. We do not show individual responses, company names, free-text answers, or other identifying assessment details to other respondents.
Assessment submissions are kept until you ask us to delete them or we change our retention policy. If you ask, we remove or anonymize the record and exclude it from future benchmark calculations.
8. Your choices
Depending on where you live, you may have rights to access, correct, or delete personal information, or to object to certain processing. Email hi@efora.io with a request. You can also use your browser settings to limit cookies.
9. Changes and contact
We may update this policy as the site changes. The date above shows the latest revision. For questions or requests about your information, email hi@efora.io.