Privacy policy

We collect as little as possible: your email if you subscribe, and anonymous usage events if you allow tracking.

Information you give us

If you subscribe to the returns report, we store your email address with our email provider (Resend) and use it to send the report and occasional updates. If you take the 60-second quiz before subscribing, we also store your quiz answers so later emails can match the situation you described. The report itself is the same for every subscriber. You can unsubscribe anytime via the one-click link in any email. Unsubscribing removes you from future mailings. If you use our contact form, we receive your name, email address, and message so we can reply — we use those details only to respond to your message. If you request an institutional demo, we also send you a confirmation email describing the next steps — nothing else.

Emails you'll receive

New subscribers get the returns report. We may later send a short series of notes about fees, how the advisors differ, and how tax features work. Separately, we may send behavior-based follow-ups: a nudge if you viewed advisors but didn't click through, a reminder if you clicked a signup link but didn't come back, and an occasional “welcome back” email if you return to the site after 14+ days away. Every email includes a one-click unsubscribe link, and unsubscribing stops all of them.

Anonymous usage events

With your consent (see the tracking notice on your first visit), we record anonymous events: pages viewed and signup-link clicks, tied to a random visitor ID stored in your browser. We use these to understand which comparisons are useful and to send relevant follow-up emails to subscribers (e.g. a fee comparison for advisors you viewed, or a “welcome back” note when a subscriber returns after a long absence). We use PostHog for product analytics: it does not write cookies until you Accept, records no session replays, and doesn't build a personal profile until you subscribe. After Accept, PostHog uses cookies and local storage so we can recognize returning visits, capture unhandled browser errors (to fix bugs), and, if you subscribe, link that history to your email. If you Decline, PostHog stays cookieless and cannot identify you. We never collect your name, your postal address, or financial account details.

Approximate location

When you ask us for the report, we store the approximate location that request came from: city, state or region, and country. Our hosting provider (Vercel) works this out at its network edge and passes it to us with the request. This is a rough area — a city, not a street or a precise position — and we record it only on the form you chose to submit, never as you browse.

We never store your IP address. We do not log it, keep it, or look it up against a location database. Your IP is visible to our servers for the moment your request is handled, and is used only to rate-limit abuse in memory. It is never written to our database.

We use the approximate location to understand where the report is useful, nothing more. It is never used to target ads and is never shared or sold.

How you found us

With a report request we also store how that visit began: the website that linked you here and any campaign tags in the link (for example utm_source). We keep only the referring site's address — such as “google.com” — and never the full link, because a full link can contain things like your search terms. We use it to learn which sites and posts actually help people find the report.

You can withdraw consent anytime via the “Tracking preferences” link in the footer, which stops all event collection immediately and deletes your anonymous visitor ID.

Cookies and local storage

We use browser local storage for your consent choice. After you Accept, we also store an anonymous visitor ID in local storage and PostHog may set cookies. No advertising cookies, no cross-site tracking. Vercel Analytics measures page views without cookies. See the cookie policy for the full list.

How we share data

We don't sell your data. We share the minimum necessary with service providers who operate the site: Resend (email delivery), Vercel (hosting, approximate location, and cookieless page-view analytics), PostHog (consent-gated product analytics), Cloudflare (bot protection on our forms, which checks the IP of the request without us storing it), and our database provider for the event store. Each processes data only to provide its service.

Data retention

Emails are kept until you unsubscribe. Anonymous events and the approximate location attached to a report request are kept for up to 24 months, then deleted or aggregated. Email follow-up records (which sequence was sent to whom) are kept to avoid sending duplicates, and delivery results from our email provider (whether a message was delivered, bounced, or reported as spam) are kept so we stop mailing addresses that do not want or cannot receive mail.

Your rights

To access, correct, or delete your data, reply to any email from us or email hello@keel.io with the address you subscribed with. We'll respond within 30 days.

Children

keel.io is not directed at children under 13, and we do not knowingly collect their data.

Changes

If this policy changes materially, we'll note it here and, for subscribers, mention it in the next email.