Latent Co. Privacy Policy

Effective Date: July 1, 2026

Welcome to the privacy policy of Latent Company, (also referred to as “Latent,” “us” or “we”).

We take your privacy and information very seriously. To that end, we have this Privacy Policy to advise you of our rules on handling the information we receive connected to the Services. By accessing and using the Services of Latent you acknowledge you read and agree to our Privacy Policy. If you do not agree to abide by this Privacy Policy, please immediately exit the Site and stop using the Services. Please also review our Terms of Service as these also dictate how you may use our Services. The Services include, but are not necessarily limited to, operating the website found at https://latentco.co/ (also referred to below as the “Site” or “Website”) and our software application(s), including but not necessarily limited to Aphera (the “App(s)”).

This Privacy Policy is effective as of the effective date noted above and will remain in effect until we change it. We reserve the right to change this Privacy Policy at any time and will post changes to this policy on our Site. You should check this policy periodically as its terms may change from time to time. If you continue to use the Services, that means you acknowledge and agree to the modified policy.

If you are located in the European Union, you may have rights under GDPR, which will be outlined in this policy. In addition, this policy will outline what Personal Information is collected by Latent, as well as how that data is used.

You will find the following information in this policy:

What Personal Information is Collected by Latent Through Non-App Services and How it Is Used
What Personal Information is Collected by Aphera and Latent Through the Apps and How it Is Used
Sources of Personal Information
Sensitive Information Collection and Use Practices
Data Retention and Security Practices
Latent Cookies Policies
Children’s Privacy Practices
Your Rights Under GDPR
Legal Basis for Processing Personal Information under GDPR
How to Contact Us

1. Information We Collect, How We Use It, Where We Share or Sell

This section explains how Latent will use, disclose, exchange, or transfer the Personal Information you provide on this website or that we collect through other means. Latent collects Personal Information through 1) your interactions with Latent, including our website and Apps; and 2), as shared with us by our Service Providers (also referred to as “processors” under some privacy laws).

For a further summary of how we use information collected through this website, please see the detailed list of categories of Personal Information and how we use it below.

What Personal Information is Collected by Latent Through Non-App Services and How it Is Used

To clearly explain how and why your Personal Information is collected and used, Latent has created the list of collected Personal Information found below. Latent does not sell or disclose any of your Personal Information to any third party.

While not the exclusive source of Personal Information, Latent generally receives information directly from you when you interact with us by doing things like using our websites, through mobile and desktop applications (other than the Apps(s)) which provide non-browser-based interaction between you and our websites, when you interact with our advertising and applications on third-party websites and services where those advertisements or applications include links to our Services, or signing up for our email lists. For more information, please see the Sources of Information section below.

The following section explains the categories of Personal Information collected by Latent, the purpose for collection and the categories of service providers processing the information on Latent’s behalf.

Identifiers and Personal Information Categories.

What We Collect: Latent collects and/or generates the following identifiers from and about users of our non-App Services: First and last names, email address, and a license key and customer ID numbers associated with your name and email.

What We Do With It: Information collected from you in this manner is collected for purposes of operating and providing our Services. It is also used to allow us to provide you with products or services your request from us, notify you about changes to our services, respond to inquiries, to communicate with you, for analytics and internal marketing purposes, for fraud prevention, to provide you with information, products or services you request from us, or to fulfill any other purpose for which you provide that information. This information is used to provide any expected Services.

Internet or Similar Network Activity

What We Collect: Latent collects the following personal information categories from the internet or similar network activity from users of our non-App services: IP address, general geographic location (city and country), network traffic time, email open status, email clickthrough and heatmapping information, and time of last interaction with the Services.

What We Do With It: This information is collected to assist in using our Services. It is also used with our analytics platforms to help improve the Service, store information about your preferences, speed up your searches, recognize when you return to the website, and for internal marketing purposes. This information is also used to respond to inquiries and for fraud prevention. Where possible, this information is aggregated and anonymized by our Service Providers before we see it. We use Buttondown and Postmark as service providers in assisting with sending, tracking, and managing emails. For more details on what Postmark does, please see their privacy policy. For more details on what Buttondown does, please their privacy policy.

Commercial and Financial Information

What We Collect: Latent collects the following personal information categories related to commercial and financial information from users of our non-App Services: cardholder name, card metadata (last 4 digits, expiration, and card type), purchase records, transaction status (e.g. cancellation, refunds) and subscription status.

What We do With It: This information is collected for: to collect payment from you for the Services, for analytics purposes, to improve your interaction with the website, for legal compliance, and for internal marketing purposes. This information is also used to respond to your inquiries and for fraud prevention. Financial information is largely handled by our reseller Paddle, or a payment provider. For more information about Paddle see the General Reseller and Payment Providers section of this policy below.

Equipment Information

What We Collect: Latent collects the following personal information categories related to equipment information from users of our non-App Services: general device type (mobile, laptop, or desktop), operating system, and browser.

What We do With It: This information is collected for analytics purposes, to improve your interaction with the website and for internal marketing purposes. This information is also used to respond to your inquiries and for fraud prevention. Where possible, this information is aggregated and anonymized by our Service Providers before we see it.

Use of Data Generally, Service Providers of Latent

We will never sell or otherwise provide your information to unaffiliated third parties without your prior consent. We may disclose information when legally compelled to do so, when we, in good faith, believe that the law requires it, or for the protection of our legal rights.

Latent may aggregate information about you and other individuals together so that the information does not identify you personally. Latent may use information in these forms for any legitimate business purpose, including for research and analysis, administration of services, advertising and promotional purposes.

Where Latent relies on the deidentification or anonymization of data to ensure said data does not rise to the level of personal information, we commit to the following:

Latent will take reasonable measures to ensure deidentified or anonymized data cannot be associated with a natural person and is maintained and used in a manner that said data cannot be reassociated with an individual
Latent will contractually obligate any subcontractors that handle deidentified or anonymized data to ensure deidentified or anonymized data cannot be associated with a natural person and is maintained and used in a manner that said data cannot be reassociated with an individual. Latent will additionally exercise reasonable oversight to ensure these contractual obligations of subcontractors are met.

Latent uses Service Providers to assist with analytics, managing logistics, accessibility, communications, and marketing purposes. Latent may share your Personal Information with these Service Providers to assist with the purposes outlined in this Privacy Policy.

We may further disclose your personal information to a buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution or other sale or transfer of some or all of the Latent’s assets, whether as a going concern or as part of bankruptcy, liquidation or similar proceeding, in which personal information held by the Latent about our users is among the assets transferred.

We will not collect additional categories of personal information or use the personal information we collect for materially different, unrelated, or incompatible purposes without providing you notice.

General Reseller and Payment Providers

We may collect data necessary to process your payment if you make payments through our Services, such as your payment instrument number, and the security code associated with your payment instrument. All payment data is stored by our reseller Paddle. You may find their privacy notice link(s) here: https://www.paddle.com/legal/privacy.

What Personal Information is Collected by Latent Through the Apps and How it Is Used

To clearly explain how and why your Personal Information is collected and used through Apps such as Aphera, Latent has created the list of collected Personal Information found below. Latent does not sell or disclose any of your Personal Information to any third party. The following section explains the categories of Personal Information collected by apps such as Aphera, the purpose for collection and the categories of service providers processing the information on Latent’s behalf.

Identifiers and Personal Information Categories.

What We Collect: We collect or generate the following identifiers from users of our Apps: A license key and customer ID numbers associated with your name and email.

What We Do With It: Information collected from you on our Apps are collected for purposes of operating those Services. We use this information to identify and validate licenses and to link internal records such as your identity and license information. It is also used to allow us to provide Services, respond to inquiries, to communicate with you (for example when you sign up for our newsletter), for analytics and internal marketing purposes, and for fraud prevention.

Internet or Similar Network Activity

What We Collect: We collect the following personal information categories from the internet or similar network activity from users of our Apps: Activity timestamps, update check information, activation event information such as when you sign up or make a purchase.

What We Do With It: This information is collected to assist in using our Services. It is used to validate entitlement, enforce seat limits, detect fraud and abuse, and to deliver the correct update channel. It is also used with our analytics platforms to help improve the Service and for internal marketing purposes. This information is also used to respond to inquiries and for fraud prevention.

Equipment Information

What We Collect: We collect the following personal information categories related to equipment information from users of our Apps: Device identifiers, OS version, App version, release channel.

What We Do With It: This information is collected for purposes of license-device binding, trial gating, ensuring compatibility, update delivery, support regarding Services, determining update channels, and anti-abuse. This information is also collected for analytics purposes, to improve your interaction with the app, for internal marketing purposes, and to respond to your inquiries and for fraud prevention.

Use of Data From Apps, Service Providers of Latent in Relation to Apps

We will never sell or otherwise provide your information collected through the Apps to unaffiliated third parties without your prior consent. By using and providing information to the Apps, you are providing your information directly to Latent. We may disclose information when legally compelled to do so, when we, in good faith, believe that the law requires it, or for the protection of our legal rights.

Where Latent relies on the deidentification or anonymization of data to ensure said data does not rise to the level of personal information, we commit to the following:

Latent will take reasonable measures to ensure deidentified or anonymized data cannot be associated with a natural person and is maintained and used in a manner that said data cannot be reassociated with an individual
Latent will contractually obligate any subcontractors that handle deidentified or anonymized data to ensure deidentified or anonymized data cannot be associated with a natural person and is maintained and used in a manner that said data cannot be reassociated with an individual. Latent will additionally exercise reasonable oversight to ensure these contractual obligations of subcontractors are met.

Latent uses Service Providers to assist with analytics, search engine optimization, managing logistics, accessibility, communications, and marketing purposes. Latent may share your Personal Information with these Service Providers to assist with the purposes outlined in this Privacy Policy.

2. Sources of Information

We obtain the personal information listed above from the following categories of sources:

Directly from users of our Services and other consumers. For example, from signing up for a newsletter, forms you complete, or in relation to services you receive from us.
Indirectly from users of our Services through usage details we collect. For example, from observing your actions on our Website and Apps through analytics tools.
From our vendor Service Providers, such as our payment processor.
In person.

3. Sensitive Information

Latent does not collect, use or disclose any sensitive information on you.

Sensitive information is defined by GDPR as Personal Information that reveals any of the following: (1) personal data revealing racial or ethnic origin, (2) political opinions, religious or philosophical beliefs; (3) trade-union membership; (4) genetic data, biometric data processed solely to identify a human being; (5) health-related data; or (6) data concerning a person’s sex life or sexual orientation.

4. If You Live Outside of the United States

Latent’s Services are hosted in the United States and are governed by United States law. If you are using the Services from outside the United States, please be aware that your information may be transferred to, stored and processed in the United States. The data protection and other laws of the United States might not be as comprehensive or protective of certain rights as those in your country. Under United States law, your information may be subject to access requests from governments, courts, or law enforcement in the United States. By using the Services, you consent to your information being transferred to our facilities and to the facilities of those service providers with whom we share it as described in this Privacy Policy and processed in those facilities.

5. Data Retention and Security

We will retain your Personal Information for as long as is necessary for the purposes set out in this Privacy Policy. In some cases, this means we retain your personal information until you exercise a right to delete that information or unsubscribe from communications with us. When we receive Personal Information from a Service Provider, we retain it per their retention policies (for instance, our payment processor and marketing newsletter). We will also retain and use your Personal Information to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

We have implemented measures designed to secure your Personal Information from accidental loss and from unauthorized access, use, alteration, and disclosure. The safety and security of your information also depends on you. Where we have given you (or where you have chosen) a password for access to certain parts of our Services, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.

Please be aware that, although we endeavor to provide reasonable security for user personal information we process and maintain, no security measures can guarantee absolute safety and prevent all potential security breaches.

6. Latent Cookies Policy

Latent itself does not use cookies through its Site or Apps. However, our payment processor may use cookies when processing your payment to us. You can view their privacy policy here.

However, pages of our the Website and our e-mails may contain small electronic files known as web beacons that permit Latent, for example, to count users who have visited those pages or opened an e-mail and for other related website statistics (for example, recording the popularity of certain website content and verifying system and server integrity).

7. Links to Other Sites

Our Service may contain links to other sites. If you click on such a link, you will be directed to that site. Note that these external sites are not operated by us. Therefore, we strongly advise you to review the privacy policies of these websites. We have no control over and assume no responsibility for the content, privacy policies, or practices of any external sites or services.

Once again, the sites those links can take you to have their own separate privacy policies. Although we seek to protect the integrity of our site, we are not liable for the content and activities of those sites. Your visits and access to such websites are at your own risk. Please note that those other sites may send their own cookies to users, collect data, or solicit personal information.

8. Changes to This Privacy Policy

We may update our Privacy Policy from time to time. Thus, we advise you to review this page periodically for any changes. We will notify you of any changes by posting the new Privacy Policy on this page or as otherwise required by applicable laws and regulations. These changes are effective immediately, after they are posted on this page.

9. Children’s Privacy and Information of Children

Latent Services are not intended for children under 13 years of age. No one under the age of 13 is permitted to provide any personal information to Latent in any manner. Latent does not knowingly collect the personal information of individuals under 13 years of age for the general use portions of our Services . If we discover that a child under 13 has provided us with personal information, we immediately delete this from our general purpose Latent servers. If you are a parent or guardian and you are aware that your child has provided us with Personal Information or is using our Services without your supervision or consent, please contact us so that we can take the necessary actions.

10. EU/EEA/UK Privacy Rights

Additionally, if you are located in the European Union (“EU”) or United Kingdom (“UK”), you have the following rights under the General Data Protection Regulation (GDPR) and its UK counterpart (UK-GDPR):

The right to access. You have the right to request copies of your Personal Information. We may charge you a small fee for this service, although we will avoid that if we can.
The right to rectification. You have the right to request that Latent correct any information you believe is inaccurate, and/or to complete information you believe is incomplete.
The right to erasure. You have the right to request that Latent erase your Personal Information, unless certain conditions or exemptions apply.
The right to restrict processing. You have the right to request that Latent restrict the processing of your Personal Information, unless certain conditions or exemptions apply.
The right to object to processing. You have the right to object to Latent’s processing of your Personal Information, unless certain conditions or exemptions apply.
The right to data portability. You have the right to request that Latent transfer the data that we have collected to another organization, or directly to you, unless certain conditions or exemptions apply.

If you make a request, we will respond within the time legally permitted to us. If you would like to exercise any of these rights, or have any questions, please contact us using the form/email below.

EU/UK Legal Basis

Where we process the data of an individual subject to GDPR or UK-GDPR, we do so on a number of legal basis. Depending on the type of information processed, our basis for processing can include: (1) your consent; (2) where necessary to perform a contract with you (3) where necessary for legal compliance purposes; (4) where such processing is necessary to protect the vital interests of you or another person; (5) where the processing is necessary to carry out a task of public interest; and (6) where the legitimate interests of Latent or a third party allow it.

The vast majority of the processing done by Latent is done for the purpose of providing the Services, by the consent of users, and/or to fulfill legal obligations.

You have the right to complain to your local data protection authority if you are unhappy with our privacy practices.

11. Contact Us

To ask questions or comment about this privacy policy and our privacy practices, contact us at support@aphera.co.