Privacy Policy

Last Updated: December 10, 2023

Thank you for visiting the Era App – developed by Parent Lab Inc. (“Parent Lab”, “we”, “us”, “our”) – Privacy Policy (the “Policy”). This Policy describes our policies and practices relating to Era App (the “App”) and the collection, use, and disclosure of information, including personal information, we receive. This Policy only applies when you use or interact with the App and does not apply to any third-party websites, services or applications, even if they are accessible through Era. As used in this Policy, “personal information” means information that reasonably relates to, or identifies you as a natural person alone or in combination with other information. 

Also, please note that, unless we define a term in this Policy, all capitalized terms used in this Policy have the same meanings as in our Terms of Service. So, please make sure that you have read and understand our Terms of Service.



A. Collection and Use of Information

1. Personal Information we Collect. We may collect the following categories of personal information:

Account Information. If you create an Account, we collect your name and email address. We may additionally collect other personal information such as your birthday, gender, zip code, marital status, or other health-related information. 

User Content. When you use our App, we may collect any check-in responses and messages, pictures, videos, comments, and responses to quiz questions (collectively, “User Content”).

Financial Information. When you subscribe to the App or otherwise enter into a financial transaction via the App, we will, through our third-party payment services provider, collect your credit/debit card information, bank account or other financial and payment information. 

Information Related to Use of the App. Our servers automatically record certain information about how you use the App , including both Account holders and non-Account holders (each, a “User”). We may collect the following personal information: a User’s Internet Protocol (IP) address; the pages, contents, features, and pages of our App a User has viewed or interacted with;  the time a User spends viewing or interacting with contents, features, or pages; links that a User clicks on and other usage statistics (collectively, “Log Data”).  If you share an article, post or content with a friend/contact, we will collect your friend’s/contact’s name and email address. 

Information you Provide. When you interact with the App you may have the opportunity to create a profile your child(ren) and provide certain information about them and other information related to your parenting experience. This information includes your child’s first name, picture, information about your child’s behavior, information about your parenting style, and any other information you provide while interacting with the check-in feature. 

Information we Collect from our Social Media Channels. We maintain information you provide when you interact with Parent Lab social media accounts such as Facebook and Instagram and information you provide related to any customer support requests. 

Information Sent by Your Mobile DeviceN. We may collect certain personal information that your mobile device sends when you use our App, such as a device identifier, user settings and the operating system of your device, as well as information about your use of the App. The App may also ask for your permission to access your camera and your photos. If you no longer wish to receive these types of communications, or if you’ve initially agreed for the application to access your camera and photos and you would like to stop the app from accessing them, you may turn them off at the device level.

Location Information. When you use our App, we may collect and store information about your location by converting your IP address into a rough geo-location or by accessing your mobile device’s GPS coordinates or coarse location if you enable location services on your device.  You may also disclose to us through the platform your current location and locations that you are planning on traveling to in the near future.  

Information Collected by Cookies and Other Technologies. We may use cookies and other passive collection technologies, such as web beacons, web storage, and unique advertising identifiers, to collect information about your activity, browser, and device. 

B. How we use the Personal Information we Collect. 

We and our authorized third parties, including our service providers, will only process personal information for the purposes set out in this Policy or our Terms of Service. We may use personal information for a variety of purposes, including, without limitation: 

Providing support and services: including to provide and improve the App; to interact with you while you use the App; to respond to your inquiries, questions, and concerns; to provide troubleshooting and technical support; to provide your subscription; to facilitate sharing of content from the App with your friends and contacts; to process your payments; and for other customer service and support purposes. 

Analyzing and improving our App: including to better understand how Users interact with and access our App; to evaluate and improve our App and business operations; to develop new features and provide additional functionality within the App; to monitor interest in our content and features provided in the App; to identify and troubleshoot problems that may arise on the App; to better understand and respond to our User’s preferences; and for other research and analytical purposes. . 

Personalizing content and experiences: including to provide tailored content to we send, make available, or display on our App; to personalize your experience while using the App. To assist with creating a personalized experience for our App subscribers, as well as for other purposes identified in this Policy, we may create a profile relating to you so we can display content that is most relevant to you according to your preferences.

Marketing, and promotional purposes: including to send you newsletters, offers, or other information we think may interest you; to contact you about our App or other content we think may interest you. We do not sell, share, or use your personal information, or any of the information you provide while interacting with the App for targeted advertising purposes.

Securing and protecting the App: including to protect and secure our business operations, assets, App, network and information and technology resources; to investigate, prevent, detect and take action regarding fraud, unauthorized access, situations involving potential threats to the rights or safety of any person or third-party, or other unauthorized activities or misconduct.

Defending our legal rights: including to manage and respond to actual and potential legal disputes and claims, and to otherwise establish, defend or protect our rights or interests, including in the context of anticipated or actual litigation with third parties.

Auditing, reporting, corporate governance, and internal operations: including relating to financial, tax and accounting audits; audits and assessments of our operations, privacy, security and financial controls, risk, and compliance with legal obligations; our general business, accounting, record keeping and legal functions; and related to any actual or contemplated merger, acquisition, asset sale or transfer, financing, bankruptcy or restructuring of all or part of our business.

Complying with legal obligations: including to comply with the law, our legal obligations and legal process, such as warrants, subpoenas, court orders, and regulatory or law enforcement requests.

Performing contracts in place between us and you: where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.

We use aggregated information, including location information, provided by or collected from our Users to understand and analyze the usage trends and preferences of our Users, to improve the way our App works and looks, and to create new features and functionality. We do not and will not sell analytics that identify personal information of our Users without written consent from the User.

2. Information that We Disclose to Third Parties

We do not sell, trade, rent, or otherwise make available, whether for monetary or other valuable consideration or not, personal information you provide in any transcript for marketing purposes, including for targeted advertising purposes. We may disclose personal information that we collect from or regarding you as described below:

Information Shared with Our Service Providers. We may engage, and disclose your personal information to, third-party service providers to administer and provide the App such as large language model providers, data storage providers, content management providers, payment processors, and customer service providers . These third-party services providers have access to your personal information for the purposes set out in this Policy  and are expressly obligated not to disclose or use your personal information for any other purpose.

Information Shared with Third Parties. We may disclose aggregated information and non-identifying information with third parties for industry research and analysis, demographic profiling and other similar purposes. We may disclose personal information with third parties that provide advertising, campaign measurement, online and/or mobile analytics, and related services. These third parties may receive or access browsing data or information about the type of content you view while using the App, in order to help us better reach individuals with relevant ads and/or measure our ad campaigns, and/or to better understand how individuals interact with our App over time and across devices.

Information Shared with Subsidiaries, Affiliates, and Business Partners. We may disclose your personal information with affiliates, and other companies that provide content you may view on the App; we may also share personal information with companies we work with to provide the App; these affiliated companies may use such personal information for the purposes set out in this Policy, including for market research, sending promotional material, newsletters, and surveys.

Information Disclosed in Connection with Business Transactions. We may disclose your personal information as part of any actual or contemplated merger, acquisition, sale, transfer of assets, financing, and/or restructuring of all or part of our business, bankruptcy, or similar event, including related to due diligence conducted prior to such event where permitted by law. In such cases, we will provide you with notice before your personal information is disclosed or transferred to a third-party acquirer in connection with the transaction and becomes subject to the privacy policy of that entity.

Information Disclosed for Our Protection and the Protection of Others. We cooperate with government and law enforcement officials or private parties to enforce and comply with the law. We may disclose personal information about you to government or law enforcement officials or private parties as we, in our sole discretion, believe necessary or appropriate: (i) to respond to claims, legal process (including subpoenas); (ii) to enforce or administer our terms or agreements, assess risk,  protect our affiliates, partners, property, rights and safety and the property, rights and safety of a third party or the public in general; and (iii) to stop any activity that we consider illegal, unethical or legally actionable activity.

3. Accessing Your Personal Information

You may request, and Parent Lab may provide you with information about whether we  process any of your personal information. You may also request access, correct, or request deletion of your personal information. Parent Lab is not legally required to honor these requests but will make commercially reasonable efforts to fulfill your request.

To submit a request please contact us at account@parentlab.com or go to the “Edit your Profile” section on your account on our App. We will respond to these requests within a reasonable timeframe.

4. Retention of Personal Information

We may retain your personal information for as long as your account is active or as needed to provide the App, to send content from the App to your friends or contacts, comply with our legal obligations, resolve disputes and enforce our agreements. 

Opt-Out. We may periodically send you free newsletters and e-mails that directly promote our App When you receive such promotional communications from us, you will have the opportunity to “opt-out” (either through your account or by following the unsubscribe instructions provided in the e-mail you receive). We do need to send you certain communications regarding the App and you will not be able to opt out of those communications – e.g., communications regarding updates to our Terms of Service or this Privacy Policy or information about billing.

 5. Security

We employ commercially reasonable administrative, physical and electronic measures designed to maintain the confidentiality, integrity, and security of your personal information and to protect against unauthorized access, use or disclosure. Please be aware, however, that no method of transmitting information over the Internet or storing information is completely secure. Accordingly, we cannot guarantee the absolute security of any information. We urge you to take steps to keep your personal information safe, such as choosing a strong password. 

6. Links to Other Sites

The App may contain links to content, websites, and services that are owned or operated by third parties (each, a “Third-party Service”). Any information that you provide on or to a Third-party Service or that is collected by a Third-party Service is provided directly to the owner or operator of the Third-party Service and is subject to the owner’s or operator’s privacy policy. We are not responsible for the content, privacy, or security practices and policies of any Third-party Service. To protect your information, we recommend that you carefully review the privacy policies of all Third-party Services that you access.

7. Our Policy Toward Children

Our App is not directed to children under the age of 13 and we do not knowingly collect personal information directly from children under 13. If we learn that we have collected personal information of a child under 13, except as provided by the child’s parent or legal guardian,) we will take appropriate steps to delete such information from our files as soon as possible. You are strictly prohibited from providing personal information about a child under the age of 13 unless you are the child’s parent or legal guardian. If you believe that a child under the age of 13 has directly provided us personal information, or that we have received personal information of a child under the age of 13 without a parent or legal guardian’s consent please contact us at hello@getera.app.

8. Revisions to this Privacy Policy

Any information that is collected via the App is covered by the Policy in effect at the time such information is collected. We may revise this Policy from time to time. If we make any material changes to this Policy, we will notify you of those changes by posting them on the App, notifying you via an in-app notification, or by sending you an email or other notification. We will update the “Last Updated Date” above to indicate when those changes will become effective.

9. Contact Information. 

If you have any questions regarding this Policy, please contact: hello@getera.app.