Privacy Policy

1. Who we are

This website, alithos.co, is operated by Dan Ellyson, doing business as Alithos Advisory, in California ("Alithos," "we," "us"). This policy explains what personal information we collect through the website, how we use it, and the choices you have. It covers the website, the cost estimator, the booking and contact forms, the newsletter and checklist sign-up, the app waitlist and feedback tools, and proposal pages we send to clients.

2. What we collect

Information you give us, by form

• Cost estimator unlock: your name, city and state, email address, and phone number. After you unlock it, we may save the estimator settings you choose (such as operatory count, lease or build, finish level) and the resulting estimate, so Dan can follow up on it.
• "Email me this estimate": your email and the estimate you asked us to send.
• Project Fit Call booking: your name, email, phone number (optional), practice name, project type, target opening date, project state (optional), and what you tell us is on your mind. When you pick a time, Cal.com collects the scheduling details it needs.
• Contact form: your name, email, and your message, plus anything else you choose to include.
• Startup cost checklist / newsletter: your email.
• App waitlist: your name, email, role, project phase, phone platform, whether you want beta invites, and your consent to app emails.
• App ideas, feedback, and roadmap votes: the idea or vote, the details you write, and your email if you choose to give it.
• Proposals (clients): when you open a proposal link we send you, we record that it was viewed and when. If you accept, we record the name you type, the option you choose, and the time.

Information collected automatically with a form

When you submit a form, we also record the page you were on, the site that referred you, any campaign tags in the link (such as utm_source), the first page you landed on, your browser's user-agent string, the consent text shown under the button, and simple spam signals (how long the form took to fill and a hidden field that only bots fill in). Spam signals only label a submission; they never cause us to discard it.

Cookieless site analytics

We run our own first-party analytics. It records page views and a few on-site events (for example, button clicks, estimator use, form submissions, film plays, and how far down a page you scroll), together with the referring website's domain, campaign tags, a general device type (such as mobile or desktop), and a random session ID that is stored in your browser's session storage and cleared when you close the tab. Our analytics do not use cookies, do not build a profile of you across other websites, and our code does not store your IP address.

Information stored on your device

To make sure a form is never lost if your connection drops, the site keeps a copy of a pending submission in your browser's local storage until it is delivered, along with the first page and referrer of your first visit. You can clear this at any time by clearing your browser's site data.

3. How we use it

• To respond to you, schedule calls, and follow up about your project.
• To prepare estimates, proposals, and engagement agreements, and to deliver and bill for services you hire us for.
• To send the checklist, newsletter, or app updates you asked for. Every marketing email includes a way to unsubscribe.
• To run the app waitlist and beta, and to use your feedback to decide what to build.
• To understand which pages and tools are useful, and to improve the site.
• To keep the site and our records secure, prevent spam and abuse, and comply with the law.

We won't use your information for a new purpose that's unrelated to these without asking you first.

4. Service providers

We use a small number of service providers to run the site and the business. They process personal information on our behalf and only to provide their service to us:

• Cloudflare — website hosting, content delivery, and security (and, if enabled, the Turnstile spam check). Like any web host, Cloudflare processes your IP address to deliver pages and block attacks.
• Supabase — our database, where form submissions, client records, and analytics events are stored.
• Formspree — form delivery and email notifications to Alithos when you submit a form, and a backup copy of the submission.
• Cal.com — scheduling for Project Fit Calls.
• Google Workspace — our email, documents, and files.
• jsDelivr — delivers open-source code libraries that some pages load in your browser.

We may also disclose information if the law requires it, to protect rights and safety, or as part of a business transfer (for example, if Alithos Advisory forms a company or is reorganized), in which case this policy continues to apply.

5. No sale, no sharing, no targeted ads

We do not sell your personal information, and we do not share it with anyone for their own marketing or for cross-context behavioral advertising. We don't run ad pixels, retargeting, or session recording on this site. We don't pass your details to lenders, equipment dealers, contractors, or brokers; if you ask us to introduce you to someone, we'll do it only with your permission.

6. Do Not Track and Global Privacy Control

If your browser sends a Global Privacy Control (GPC) or Do Not Track (DNT) signal, our analytics script does not record your visit. Forms you choose to submit still work, because you are sending us that information on purpose. We also treat GPC as a request to opt out of any sale or sharing of your information, which we don't do in any case. We do not allow other companies to track your activity across websites through our site.

7. Cookies

We don't set cookies for analytics or advertising. Third-party services that you open from our site, such as the Cal.com scheduler on the booking page, may use their own cookies under their own privacy policies.

8. How long we keep it

• Inquiries and leads (estimator, booking, contact, checklist, waitlist): for as long as we're in touch, and up to three years after our last contact, unless you ask us to delete them sooner.
• Client records (proposals, engagement agreements, project files, invoices): for as long as needed to provide the services and to meet tax, accounting, and legal obligations, generally seven years after the engagement ends.
• Analytics events: up to 25 months.

When we no longer need information, we delete it or remove the details that identify you.

9. Security

We use reputable providers, encrypted connections (HTTPS), access controls that limit our database to the owners of the business, and the least information we need. No system is perfectly secure, so we can't promise absolute security; if a breach affecting your information occurs, we will notify you as the law requires.

10. Your choices

Wherever you live in the United States, you can ask us to:

• tell you what personal information we have about you and give you a copy;
• correct information that's wrong or out of date;
• delete your information (unless we must keep it for legal, tax, or contract reasons); and
• stop sending you marketing email (or use the unsubscribe link in any email).

To make a request, or to review and change the information you've submitted, email dan@alithos.co from the address you used with us, or tell us how to reach you. We may ask you to confirm your identity. We'll respond within 45 days. We won't treat you differently for making a request.

Alithos Advisory does not currently meet the thresholds that make the California Consumer Privacy Act (CCPA) apply to a business, but we offer the choices above to everyone voluntarily. If that changes, we'll update this policy.

11. Children

This site is for dentists and dental professionals planning business projects. It is not directed to children under 13, and we don't knowingly collect their personal information. If you believe a child has given us information, email us and we'll delete it.

12. Where your information is kept

Alithos Advisory serves dentists in the United States. We aim to store your information with our providers in the United States, and the site is intended for visitors in the United States.

13. Changes to this policy

When we change this policy, we'll post the new version here and update the effective date at the top. If a change is material, we'll also post a notice on the site, and if we have your email address, we'll email you before the change takes effect. Earlier versions are available on request.

14. Contact

Alithos Advisory (Dan Ellyson), California
Email: dan@alithos.co

Effective date: November 2, 2026.