Please refer to the most recent version of our Privacy Policy at
This is an archived version that was last updated May 5, 2021

Ello Privacy Policy

Plain-English Privacy Policy

Welcome to Ello! We wanted to provide you an easy to understand version of our privacy policy as well as the legal version to the right. This applies to all our services including our website and mobile app.

Ello Technology, Inc. (“Ello”, “we” or “us”) is committed to protecting your privacy.  This Privacy Policy describes how we collect, store, use and distribute information through our software, website, documentation, and related services (together, the “Services”).

Capitalized terms not defined in this Privacy Policy have the meaning as set forth in the Terms of Service for the Services, which can be found at

1. Consent

By using the Services, you consent to the use of your Personal Information as described in this Privacy Policy.  If you are not of legal age to form a binding contract (in many jurisdictions, this age is 18), you may only use the Services and disclose information to us with your parent’s or legal guardian’s express consent. Review this Privacy Policy with your parent or legal guardian to make sure you understand it.  Except as set forth in this Privacy Policy, your Personal Information will not be used for any other purpose without your consent.  We do not actively collect Personal Information for the purpose of sale of such information in a way that specifically identifies the individual (i.e. we don’t sell customer lists).  You may withdraw your consent to our processing of your Personal Information at any time.  However, withdrawing consent may result in your inability to continue using some or all of the Services.  

What we collect from you

We collect and store the data that we need to run the service including the information you provide to sign up, which includes information you share about your child to help us tailor our services. We also collect billing information so we process your payment.  

We use cookies and other common analytics tools on our website and in our app as part of our marketing efforts and to improve our product. This includes the Facebook Pixel - a tool used by most website to help with their advertising. With this, Facebook collects data about your web browsing. You can stop Facebook collecting this data through their website.

2. Collection of Information

Registration Information

When registering for the Services, we may require you to provide certain personally identifiable information, such as your name, email, phone, address, child’s first name, child’s grade and reading level, and child’s interests (these are referred to below as your “Registration Information”).  Your Registration Information, together with any other information we gather through the Services that may be used to identify, contact, or locate you individually, are collectively referred to herein as your “Personal Information.”


You may be able to create, upload, publish, transmit, distribute, display, store or share information, data, text, graphics, video, messages or other materials using our Services (this is collectively referred to below as “Data”).  Some of this Data may be stored and maintained on our servers.  

Usage and Analytics Information

We may also collect information through the use of commonly-used information-gathering tools, such as cookies, log files, and Web beacons. Collectively, this information is referred to as “Usage and Analytics Information.”  


We use standard browser cookies to allow us to remember details of a user session. For example, we may use cookies to make it easier for the user to resume a recent session without re-entering their log-in details.

You can instruct your browser to refuse all cookies or to indicate when a cookie is being sent. However, if you do not accept cookies, you may not be able to use some portions of our Services.

Log Files

We use standard browser cookies to allow us to remember details of a user session. For example, we may use cookies to make it easier for the user to resume a recent session without re-entering their log-in details.

As is true of most websites, we gather certain information automatically to analyze trends in the aggregate and administer the Services. This information may include your Internet Protocol (IP) address (or the proxy server you use to access the World Wide Web), your browser type, the pages and files you viewed, your operating system, your actions in connection with our Services, and date/time stamps associated with your usage.

Web Beacons

We use web beacons alone or in conjunction with cookies to compile information about your usage of the Services and interaction with emails from us. Web beacons are clear electronic images that can recognize certain types of information on your computer, such as cookies, when you viewed a particular website or Service tied to the web beacon, and a description of a website or Service tied to the web beacon. For example, we may place web beacons in marketing emails that notify us when you click on a link in the email that directs you to one of our websites. We also use web beacons to operate and improve the Services and our email communications.

3. Facebook Pixel

We use the “advertising pixel” from Facebook Inc. (“Facebook”) on our website. This allows user behavior to be tracked after they have been redirected to the provider’s website by clicking on a Facebook ad. This enables us to measure the effectiveness of Facebook ads for statistical and market research purposes. The data collected in this way is anonymous to us, i.e. we do not see the personal data of individual users. However, this data is stored and processed by Facebook, which is why we are informing you, based on our knowledge of the situation. Facebook may link this information to your Facebook account and also use it for its own promotional purposes, in accordance with Facebook’s Data Usage Policy at You can allow Facebook and its partners to place ads on and off Facebook. A cookie may also be stored on your computer for these purposes. You can object to the collection of your data by Facebook pixel, or to the use of your data for the purpose of displaying Facebook ads by contacting the following address:

How we use your information

We use your information for three purposes: to provide the service, to collect payment, and as part of our marketing efforts.

4. Use of Information

We use the information we collect in the following ways:

Information Collected
Registration Information
We use this information to manage your account, to provide the Services, to maintain our customer/visitor lists, to respond to your inquiries or request feedback, for identification and authentication purposes, for service improvement, and to address issues like malicious use of the Services.  We may also use Registration Information for limited marketing purposes, namely, to contact you to further discuss your interest in the Services, and to send you information about us or our partners.
Billing Information
We use Billing Information to manage your account, to provide the Services, to process and deliver orders, and to check the financial qualifications of prospective customers and to collect payment for the Services. We may use a third-party service provider to manage credit card processing. If we do so, such a service provider will not be permitted to store, retain, or use Billing Information except for the sole purpose of credit card processing on our behalf.
We use this information for the purpose of administering and improving our Services to you. We may also use this information in a de-identified, anonymous way in conjunction with an analytics service such as Google Analytics to monitor and analyze use of the Services, for the Services’ technical administration, and to increase the Services’ functionality and user-friendliness.
Usage and Analytics Information
We use this information to analyze overall trends, to help us improve the Services, to track and aggregate non-personal information, and to provide the Services. For example, we use IP addresses to monitor the regions from which customers and visitors navigate the Websites.  
If we plan to use your Personal Information in the future for any other purposes not identified above, we will only do so after informing you by updating this Privacy Policy.  See further the section of this Privacy Policy entitled “Amendment of this Privacy Policy”.

Who do we share your information with?

We will never sell your information to anyone (for example for advertising purposes). The only time we share information is if we use third parties to help us provide or improve the services OR if we’re required to legally.

5. Disclosures & Transfers

We will not disclose or transfer your Personal Information to third parties without your permission, except as specified in this Privacy Policy (see further below).

From time to time we may employ third parties to help us provide and/or improve the Services.  These third parties may have access to or process your information as part of providing those services for us. We limit the information provided to these service providers to that which is reasonably necessary for them to perform their functions, and we require them to agree to maintain the confidentiality of such information.

We may disclose your Personal Information to third parties without your consent if we have reason to believe that disclosing this information is necessary to identify, contact or bring legal action against someone who may be causing injury to or interference with (either intentionally or unintentionally) our rights or property, other users of the Services, or anyone else (including the rights or property of anyone else) that could be harmed by such activities.  We may disclose Personal Information when we believe in good faith that such disclosure is required by and in accordance with the law.

We may also disclose your Personal Information in connection with a corporate re-organization, a merger or amalgamation with another entity, or a sale of all or a substantial portion of our assets or stock, including any due diligence exercise carried out in relation to the same, provided that the information disclosed continues to be used for the purposes permitted by this Privacy Policy by the entity acquiring the information.

What is the privacy policy outside of the US?

You can’t use the service outside of the US. Sorry.

6. Non-US Users

These Services are hosted in the United States and are intended primarily for visitors located within the United States. If you choose to use the Services from other regions of the world with laws governing data collection and use that may differ from U.S. law, then please note that you may be transferring your Personal Information outside of those regions to the United States for storage and processing.  By providing your Personal Information through the Services, you consent to such transfer, storage, and processing.

Protecting your information

We do our best to look after your information. If something goes wrong we will do our best to fix it, and will let you know. You need to keep your password safe!

7. Security.

The security of your Personal Information is important to us.  We use commercially reasonable efforts to store and maintain your Personal Information in a secure environment.  We take technical, contractual, administrative, and physical security steps designed to protect Personal Information that you provide to us.  We have implemented procedures designed to limit the dissemination of your Personal Information to only such designated staff as are reasonably necessary to carry out the stated purposes we have communicated to you.

You are also responsible for helping to protect the security of your Personal Information.  For instance, never give out your password, and safeguard your user name, password and personal credentials when you are using the Services, so that other people will not have access to your Personal Information.  Furthermore, you are responsible for maintaining the security of any personal computing device on which you utilize the Services.  

What happens if I use Ello to share information?

Anything you choose to share is your responsibility.

8. Sharing Information with Third Parties

You may be able to share Personal Information with third parties through use of the Services.  The privacy policies of these third parties are not under our control and may differ from ours.  The use of any information that you may provide to any third parties will be governed by the privacy policy of such third party or by your independent agreement with such third party, as the case may be.  If you have any doubts about the privacy of the information you are providing to a third party, we recommend that you contact that third party directly for more information or to review its privacy policy.

How long we hold on to your info

Your data will be held for as long as you have an account. We will only keep it for as long as needed for the intended purpose.

9. Retention

We will keep your Personal Information for as long as it remains necessary for the identified purpose or as required by law, which may extend beyond the termination of our relationship with you.  We may retain certain data as necessary to prevent fraud or future abuse, or for legitimate business purposes, such as analysis of aggregated, non-personally-identifiable data, account recovery, or if required by law.  All retained Personal Information will remain subject to the terms of this Privacy Policy.  Please note that if you request that your Personal Information be removed from our databases, it may not be possible to completely delete all of your Personal Information due to technological and legal constraints.

Can you change your privacy policy?

Yes, but we’ll let you know beforehand.

10. Amendment of this Privacy Policy

We reserve the right to change this Privacy Policy at any time.  If we decide to change this Privacy Policy in the future, we will post or provide appropriate notice.  Any non-material change (such as clarifications) to this Privacy Policy will become effective on the date the change is posted, and any material changes will become effective 30 days from their posting on or via email to your listed email address.  Unless stated otherwise, our current Privacy Policy applies to all Personal Information that we have about you and your account.  The date on which the latest update was made is indicated at the top of this document.  We recommend that you print a copy of this Privacy Policy for your reference and revisit this policy from time to time to ensure you are aware of any changes.  Your continued use of the Services signifies your acceptance of any changes.

Can I see what information you have on me, and change it if needed?

Yes. Just email

11. Access and Accuracy

Ou have the right to access the Personal Information we hold about you in order to verify the Personal Information we have collected in respect to you and to have a general account of our uses of that information.  Upon receipt of your written request, we will provide you with a copy of your Personal Information, although in certain limited circumstances we may not be able to make all relevant information available to you, such as where that information also pertains to another user.  In such circumstances we will provide reasons for the denial to you upon request.  We will endeavor to deal with all requests for access and modifications in a timely manner.

We will make every reasonable effort to keep your Personal Information accurate and up-to-date, and we will provide you with mechanisms to update, correct, delete or add to your Personal Information as appropriate.  As appropriate, this amended Personal Information will be transmitted to those parties to which we are permitted to disclose your information.  Having accurate Personal Information about you enables us to give you the best possible service.

12. Notice to California Consumers

Under California Civil Code Sections 1798.83-1798.84, California residents are entitled to ask us for a notice identifying the categories of Personal Information which we share with our affiliates and/or third parties for marketing purposes, and providing contact information for such affiliates and/or third parties.  We do not share your personally identifiable information with third parties for the third parties’ direct marketing purposes unless you provide us with your express consent to do so.

What information do you collect from my child? And what do you do with it?

The most important section!

We have the information you provide us as part of the sign up process which we use to tailor and provide the service.

IF you give us permission, we may then collect audio recordings of your child. This is optional and the service will work without this, although you may miss out on some features.

We use this audio for two reasons, you can give us permission for both or just one of these uses:

  1. To provide addition features to your child, such as being able to hear themselves read.
  2. To improve our product more generally. The audio data would be anonymized to the extent possible.

13. Children

This section explains our information collection, disclosure, parental consent practices and parental choice procedures with respect to information provided by children under the age of 13 (“Child” or “Children”). This policy is in accordance with the U.S. Children’s Online Privacy Protection Act (“COPPA”), and outlines our practices in the United States regarding Children’s personal information. For more information about COPPA and general tips about protecting Children’s online privacy, please visit OnGuard Online.

Collection: Ello collects information about Children directly from their parents and guardians (“Parents”), who provide us with their Child’s first name, grade, reading level, family situation, home environment, school, activities and interests (“Parent-Supplied Information”). In addition, if Parents enable the “Individual Service Improvement” and/or “General Service Improvement” settings in the Ello App, then Ello may collect spoken audio files of Children while they are reading books during use of the Ello App (“Audio Recordings”).

Use and Disclosure

Parent-Supplied Information: Ello uses Parent-Supplied Information in order to provide Parents and their Children with custom tailored services, including preparing a custom-tailored box of books for the Child to read and enjoy each month as part of our Subscription Service.  

If Individual Service Improvement is Enabled: If a Parent enables the “Individual Service Improvement” setting in the Ello App, then Ello may store and process Audio Recordings in order to enhance and improve the Services specifically for the Parent’s Child.  Such improvements and enhancements shall consist of:

Use and Disclosure

Parent-Supplied Information: Ello uses Parent-Supplied Information in order to provide Parents and their Children with custom tailored services, including preparing a custom-tailored box of books for the Child to read and enjoy each month as part of our Subscription Service.  

If Individual Service Improvement is Enabled: If a Parent enables the “Individual Service Improvement” setting in the Ello App, then Ello may store and process Audio Recordings in order to enhance and improve the Services specifically for the Parent’s Child.  Such improvements and enhancements shall consist of:

  1. In-app reading support functions for the Child, such as playback features and real time word accuracy analysis.
  2. Analytics to measure the Child’s reading proficiency and progress, such as analysis of words spoken per minute, or identification of the most common mistakes made by the Child.
  3. Customizations to the Ello App to make it work better for the specific Child, such as training Ello’s models and algorithms to better pick up the Child’s speech patterns. 

Unless a Parent also enables the “General Service Improvement” setting in the Ello App, Ello shall not use Audio Recordings for other purposes without the Parent’s express written consent.

If General Service Improvement is Enabled: If a Parent enables the “General Service Improvement” setting in the Ello App, then we may also use Audio Recordings on an anonymized and aggregated basis to improve our Services generally.

Miscellaneous: All information pertaining to a Child shall also be treated as part of the Parent’s “Personal Information” and may be shared as described in the “Disclosure” section above for business transfers; to vendors and service providers; to comply with legal requirements; and also pursuant to a Parent’s instructions.

Parental Consent: Ello obtains verifiable parental consent before collecting personal information from your Child by requiring you to provide your credit card information (in connection with an actual financial transaction) at the time of subscribing to our Services. If you do not consent, then we will not collect, use or disclose any personal information about your Child, and your Child will not be allowed to use our services in any way.  If you are not using our Services for any other purposes and do not provide consent within a reasonable time from the date the direct notice was sent to you, we will also delete your online contact information from our records.

Parental Choices and Controls: At any time, you can refuse to permit us to collect further Personal Information from your Child in association with your account, and can request that we delete from our records the Personal Information we have collected in connection with that account. Please keep in mind that a request to delete records may lead to a termination of an account, membership, or other service. You can contact Ello to request access to, change, or delete your Child’s personal information by sending an email to us at A valid request to delete personal information will be accommodated within a reasonable time. In addition to the foregoing, we will exercise commercially reasonable efforts to delete personal information belonging to Children when it is no longer needed for the purpose for which it was collected.

13. Contact Us

The most important section!

You can help by keeping us informed of any changes such as a change of email address or telephone number.  If you would like to access your information, if you have any questions, comments or suggestions, if you find any errors in our information about you, or if you have a complaint concerning our compliance with applicable privacy laws, please contact us at or by mail at:

 Ello Technology, Inc.
2447B Mission St, San Francisco, CA, 94110