Privacy Policy

Account information: When you create an account, we collect your name, email address, and password (stored encrypted).

Horse profile data: Breed, age, height, weight, coat condition, clipped status, health notes, veterinary details, and other information you choose to add to your horse profiles.

Rug inventory: Details of rugs you add to the Platform including type, weight, size, and condition.

Location data: Your horse's location (suburb/postcode or GPS coordinates) used to fetch accurate weather data. We do not track your real-time personal device location continuously.

Usage data: How you interact with the Platform — pages viewed, features used, AI messages sent, and session duration.

Payment information: Billing is processed by our payment provider. We do not store your full card details. We receive billing status, plan type, and transaction records.

Communications: Messages you send in community or direct messaging features, and any correspondence with our support team.

Device information: Browser type, operating system, and device identifiers for analytics and security purposes.

We use your information to:

• Provide, operate, and improve the Rugged Up Platform.
• Generate AI rug recommendations tailored to your horse's profile and location weather.
• Send weather alerts, rug plan notifications, and service-related emails.
• Process payments and manage your subscription.
• Provide customer support and respond to enquiries.
• Monitor for fraud, abuse, and security threats.
• Analyse usage trends to improve the Platform (aggregated, not personally identifiable).
• Communicate updates to our terms, features, or policies.

We do not sell your personal information to third parties.

Location information (suburb, postcode, or approximate GPS coordinates) is used solely to fetch accurate local weather data from our weather provider. This improves the precision of rug recommendations for your horse.

Your location is stored in your account profile and locally in your browser (localStorage). You can update or remove your location at any time in your account settings.

We do not share your location data with advertisers or third-party marketers.

Information about your horse — including health conditions, veterinary notes, and care history — is sensitive and treated with care. This data is:

• Used only to generate recommendations and power Platform features.
• Never sold or shared with third parties for marketing purposes.
• Retained as long as your account is active and for a reasonable period after closure to allow data recovery if requested.

We share your information only in the following circumstances:

• Service providers: Trusted third-party providers that help us operate the Platform — including cloud hosting (Base44), payment processing (Stripe), weather data APIs, and email delivery. These providers are contractually bound to protect your data.
• Community features: Information you share in community chats, group polls, or second-hand listings is visible to other Platform users as intended by those features.
• Legal requirements: We may disclose information if required by law, court order, or to protect the safety of our users or the public.
• Business transfers: If Ennoblir Group or the Rugged Up Platform is acquired or merged, your data may transfer to the acquiring entity. We will notify you in advance.

We do not share your horse health data, location, or personal profile with rug brands, advertisers, or marketplace sellers.

We use cookies and similar technologies (including localStorage) to:

• Keep you logged in between sessions.
• Cache weather data to reduce API calls and improve performance.
• Remember your preferences (e.g. location, onboarding status).
• Analyse usage patterns via anonymised analytics.

You can clear cookies and localStorage at any time through your browser settings. Doing so may require you to log in again and reset certain preferences.

We do not use third-party advertising cookies or tracking pixels.

We take reasonable measures to protect your data including:

• Encrypted storage of passwords and sensitive fields.
• HTTPS encryption for all data in transit.
• Access controls limiting which team members can view user data.
• Regular security reviews of our infrastructure.

No system is 100% secure. If you believe your account has been compromised, contact us immediately at hello@ruggedup.app.

We retain your account data for as long as your account is active. If you delete your account:

• Your personal information will be deleted within 30 days.
• Horse and rug data will be deleted unless you request export first.
• Billing records may be retained for up to 7 years for legal and accounting compliance.
• Aggregated, anonymised analytics data may be retained indefinitely.

Under Australian privacy law, you have the right to:

• Access: Request a copy of the personal information we hold about you.
• Correction: Ask us to correct inaccurate or outdated information.
• Deletion: Request deletion of your personal information, subject to legal obligations.
• Portability: Request an export of your horse and rug data in a readable format.
• Opt-out: Unsubscribe from marketing emails at any time using the unsubscribe link in any email we send.

To exercise any of these rights, contact us at hello@ruggedup.app. We will respond within 30 days.

The Platform is not intended for use by individuals under 18 years of age. We do not knowingly collect personal information from minors. If we become aware that a minor has created an account, we will delete the account and associated data promptly.

The Platform may contain links to third-party websites (e.g. rug brands in the marketplace). We are not responsible for the privacy practices of those sites. We recommend reading the privacy policy of any external site you visit.

We may update this Privacy Policy periodically. Material changes will be communicated by email or in-app notification. Continued use of the Platform after changes take effect constitutes acceptance of the updated policy.

If you have questions about this Privacy Policy or wish to make a privacy complaint, contact us:

If you are not satisfied with our response, you may escalate your complaint to the Office of the Australian Information Commissioner (OAIC) at oaic.gov.au.