Legal

Privacy policy

Last updated April 15, 2026

This Privacy Notice for Aroha Labs Pte. Ltd. ("we," "us," or "our") describes how and why we might access, collect, store, use, and/or share ("process") your personal information when you use Helm and our related services (collectively, the "Services"), including when you:

Visit our website at https://atthehelm.so or any website of ours that links to this Privacy Notice
Use Helm, a software platform for home services businesses that provides analytics, intelligence, automation, and operational tooling built on top of a business's existing operational data
Engage with us in other related ways, including any sales, marketing, or events

Questions or concerns? Reading this Privacy Notice will help you understand your privacy rights and choices. If you do not agree with our policies and practices, please do not use our Services. If you still have questions or concerns, please contact us at support@atthehelm.so.

A NOTE ON OUR TWO ROLES

Helm serves business customers ("Customers" or "tenants") in the home services industry. This means we handle two very different kinds of information, and our responsibilities differ depending on which one is involved:

Data we handle on behalf of a Customer. Helm is designed to operate on a Customer's business data, and the Services cannot function without access to it. When a Customer registers for and uses the Services, the Customer instructs and authorizes us to access, integrate, and process that data — and to act on the Customer's behalf — as necessary to provide the functionality we offer. This includes the Customer's business records and their own customers' records. For this information, the Customer is the controller (they decide why and how it is used) and we act as a processor (a service provider acting on the Customer's authorization and instructions). Our handling of this information is governed by our agreement with that Customer, including any Data Processing Addendum, and by this Privacy Notice as applicable. If your personal information was provided to us by a home services business you interacted with, please refer to that business's own privacy notice and direct your requests to them.
Data we handle for our own purposes. For some information — such as details about the people who administer Helm accounts, information collected through our website, and information we source ourselves to power certain products (see Section 5) — we act as the controller. This Privacy Notice describes how we handle that information.

SUMMARY OF KEY POINTS

This summary provides key points from our Privacy Notice. You can find more detail using the table of contents below.

What personal information do we process? Depending on how you interact with us, we may process account and contact information, information collected automatically when you visit our website, business data provided by or on behalf of our Customers, and property and contact information we source from public and commercial data sources.

Do we process sensitive personal information? We do not intentionally collect sensitive personal information for our own purposes through the Services.

Do we collect information from third parties? Yes. To power certain products and to support our sales and marketing, we may collect information from public records, commercial data providers, and other outside sources.

Do we use artificial intelligence? Yes. We use third-party AI services to analyze data and generate insights, narratives, classifications, and recommendations within the Services. See Section 2.

Do we use your data to improve our products, or to benchmark? We may use de-identified information to develop and improve our products. We also offer benchmarking features that compare a Customer against an anonymized, aggregated peer set. Participation is optional; see Sections 2 and 6.

How and with whom do we share information? With service providers who help us operate the Services, and in connection with business transfers. We do not sell personal information.

What are your rights? Depending on where you live, you may have rights regarding your personal information. See Section 11.

How do you exercise your rights? By contacting us at support@atthehelm.so.

WHAT INFORMATION DO WE COLLECT?
HOW DO WE PROCESS YOUR INFORMATION?
HOW WE USE ARTIFICIAL INTELLIGENCE
WHEN AND WITH WHOM DO WE SHARE YOUR PERSONAL INFORMATION?
PROSPECT, TARGETING, AND ENRICHMENT DATA
BENCHMARKING FEATURES
DO WE USE COOKIES AND OTHER TRACKING TECHNOLOGIES?
HOW LONG DO WE KEEP YOUR INFORMATION?
HOW DO WE KEEP YOUR INFORMATION SAFE?
DO WE COLLECT INFORMATION FROM MINORS?
IS YOUR INFORMATION PROCESSED IN THE UNITED STATES?
WHAT ARE YOUR PRIVACY RIGHTS?
CONTROLS FOR DO-NOT-TRACK FEATURES
DO UNITED STATES RESIDENTS HAVE SPECIFIC PRIVACY RIGHTS?
DO WE MAKE UPDATES TO THIS NOTICE?
HOW CAN YOU CONTACT US ABOUT THIS NOTICE?
HOW CAN YOU REVIEW, UPDATE, OR DELETE THE DATA WE COLLECT FROM YOU?

1. WHAT INFORMATION DO WE COLLECT?

Personal information you disclose to us

In Short: We collect personal information that you provide to us.

We collect personal information that you voluntarily provide when you express interest in our products and Services, register for or administer a Helm account, participate in activities within the Services, or otherwise contact us. This may include:

names
email addresses
job titles
phone numbers
company name
account credentials (such as authentication identifiers used to sign in)
contact and communication preferences

Sensitive Information. We do not intentionally collect sensitive personal information for our own purposes through the Services.

All personal information you provide to us must be true, complete, and accurate, and you must notify us of any changes.

Customer business data

In Short: When Customers use the Services, we process business data on their behalf.

To provide the Services, we access and process business data that a Customer connects to, or provides through, Helm. This may include the Customer's operational records, communications and communication records, transaction and financial records, service and equipment records, and records relating to the Customer's own customers (such as names, addresses, phone numbers, and service history). For this data, the Customer is the controller and we act as a processor, as described above and in our agreement with the Customer.

Information automatically collected

In Short: Some information — such as your IP address and browser/device characteristics — is collected automatically.

We automatically collect certain information when you visit, use, or navigate the Services. This information generally does not reveal your specific identity but may include IP address, browser and device characteristics, operating system, language preferences, referring URLs, device name, country, location, and information about how and when you use our Services. This information is used to maintain the security and operation of our Services and for internal analytics and reporting.

The information we collect includes:

Log and Usage Data. Service-related, diagnostic, usage, and performance information our servers automatically collect, such as IP address, device information, browser type and settings, activity within the Services, and error reports.
Device Data. Information about the device you use to access the Services, which may include IP address, device identifiers, browser type, hardware model, internet service provider, operating system, and configuration information.

Information collected from other sources

In Short: We may collect data from public records, commercial data providers, and other outside sources.

To provide certain products and to enhance our marketing and services, we may obtain information about individuals and properties from public records, commercial data providers, marketing partners, and other third parties. This information may include mailing and property addresses, property and permit records, publicly available reviews and business listings, and contact information such as names, email addresses, and phone numbers. See Section 5 for how this information is used.

2. HOW DO WE PROCESS YOUR INFORMATION?

In Short: We process information to provide, improve, and administer our Services, to develop our products, to communicate with you, for security and fraud prevention, and to comply with law.

We process personal information for which we are the controller for the following purposes:

To provide and administer the Services to account holders and their organizations.
To respond to inquiries and provide support.
To send administrative information, such as changes to our terms and policies and other service-related messages.
To develop and improve our products and features. We may use de-identified information for these purposes. De-identified information is information processed so that it can no longer reasonably be used to identify a specific individual; we maintain such information without attempting to re-identify it.
To power our prospect, targeting, and enrichment products, as described in Section 5.
To provide benchmarking features, as described in Section 6.
For security and fraud prevention.
To comply with legal obligations and to establish, exercise, or defend legal claims.

Where we process data on behalf of a Customer as a processor, we do so as authorized by that Customer and in accordance with our agreement with them, including to provide, operate, secure, and support the Services and the features the Customer uses.

3. HOW WE USE ARTIFICIAL INTELLIGENCE

In Short: We use third-party AI services to analyze data and generate insights within the Services.

The Services use artificial intelligence, including large language models and other machine learning technologies provided by third-party AI providers, to analyze data and generate insights, summaries, narratives, classifications, scores, drafts, and recommendations. In providing these features, data — which may include Customer business data processed on a Customer's behalf — may be transmitted to and processed by these AI providers on our behalf.

We use AI providers that are engaged as service providers and that are contractually restricted from using data submitted through our Services to train their own general-purpose models, except as necessary to provide their services to us. All AI providers we use to process personal information for the Services do so within the United States.

We use AI to assist and inform human decision-making and the operation of the Services. We do not use AI to make decisions that produce legal or similarly significant effects about individuals without a lawful basis and appropriate safeguards.

4. WHEN AND WITH WHOM DO WE SHARE YOUR PERSONAL INFORMATION?

In Short: We may share information with service providers who help us operate the Services, and in connection with business transfers. We do not sell personal information.

Service Providers. We may share information with third-party vendors, service providers, and contractors who perform services for us or on our behalf and require access to such information to do that work. The categories include:

Cloud computing and hosting providers
Artificial intelligence and data processing providers
Communication and collaboration tools
Data analytics providers
Sales and marketing tools

We require our service providers to process personal information only as necessary to perform services for us and to protect it appropriately. All of our service providers that process personal information for the Services do so within the United States.

Between Customers. We do not disclose one Customer's business data to another Customer, except in the form of anonymized, aggregated benchmarking outputs as described in Section 6.

Business Transfers. We may share or transfer your information in connection with, or during negotiations of, any merger, sale of company assets, financing, or acquisition of all or a portion of our business to another company.

We do not sell your personal information, and we do not share personal information with third parties for cross-context behavioral advertising, except as may be described in Section 7 in connection with website tracking technologies.

5. PROSPECT, TARGETING, AND ENRICHMENT DATA

In Short: Some Helm products combine Customer data with information sourced from public records and commercial providers to build new features. For information we source ourselves, we act as a controller.

Certain Helm products enrich a Customer's data with information we source from public records (such as property, deed, and permit records and publicly available reviews and business listings) and from commercial data providers (such as property-attribute and contact-information providers). We use this combined information to build features such as identifying and scoring households and properties that may benefit from home services, matching and organizing records across sources, and generating personalized and context-aware outputs for our Customers.

This may involve information about individuals who are not our Customers and who have not directly interacted with us. For the information we source ourselves from public and commercial sources, we act as a controller. We process it on the basis of our legitimate business interest in providing these products and in accordance with applicable law. We do not sell this information.

If you are an individual whose information may be processed in connection with these products, you may exercise the rights described in Sections 12 and 14, including, where applicable, the right to opt out of processing for targeted advertising and profiling and the right to request deletion. To make a request, contact us at support@atthehelm.so.

6. BENCHMARKING FEATURES

In Short: We offer optional features that show a Customer how they compare against an anonymized, aggregated peer set. Participation is optional.

Some Helm features let a Customer see how their business metrics compare against those of a peer set — for example, how a Customer's performance compares to the average, minimum, and maximum across similar businesses in a region.

These features work by combining metrics from multiple participating Customers into anonymized, aggregated statistics. We do not disclose any individual Customer's data or identity to any other Customer through these features; only aggregated, de-identified statistics are shown.

Participation is a benefit that requires contribution. A Customer that participates contributes its own de-identified metrics to the aggregated peer set and, in turn, gains visibility into the benchmarks. A Customer may opt out of contributing its data to benchmarking by contacting us at support@atthehelm.so or through account settings where available; a Customer that opts out will not have access to the benchmarking features. Opt-out elections apply at the Customer account level.

We apply measures designed to prevent the re-identification of any individual Customer from aggregated outputs, such as minimum peer-set size thresholds.

7. DO WE USE COOKIES AND OTHER TRACKING TECHNOLOGIES?

In Short: We may use cookies and similar technologies to collect and store information.

We may use cookies and similar tracking technologies (such as web beacons and pixels) to gather information when you interact with our website. Some of these technologies help us maintain the security of the Services, prevent crashes, fix bugs, save your preferences, and support basic site functions.

We may also permit third parties and service providers to use tracking technologies on our website for analytics purposes. To the extent any such use is considered a "sale" or "sharing" (including for targeted advertising) under applicable US state laws, you can opt out as described in Section 14.

8. HOW LONG DO WE KEEP YOUR INFORMATION?

In Short: We keep information only as long as necessary for the purposes described in this Notice, unless otherwise required by law.

We will keep personal information for which we are the controller only for as long as necessary for the purposes set out in this Privacy Notice, unless a longer retention period is required or permitted by law. No purpose in this Notice will require us to keep personal information for longer than the duration of the business relationship plus 2 years, or until deletion is requested, unless a longer period is required or permitted by law.

When we have no ongoing legitimate business need to process your personal information, we will delete or de-identify it, or, if this is not possible (for example, because it is stored in backup archives), we will securely store it and isolate it from further processing until deletion is possible.

Information we process on behalf of a Customer is retained in accordance with our agreement with that Customer.

9. HOW DO WE KEEP YOUR INFORMATION SAFE?

In Short: We aim to protect your personal information through appropriate organizational and technical security measures.

We have implemented appropriate and reasonable technical and organizational security measures designed to protect the personal information we process. However, no electronic transmission over the internet or information storage technology can be guaranteed to be 100% secure, so we cannot promise or guarantee that unauthorized third parties will not be able to defeat our security and improperly collect, access, steal, or modify your information. Transmission of personal information to and from the Services is at your own risk, and you should access the Services within a secure environment.

10. DO WE COLLECT INFORMATION FROM MINORS?

In Short: We do not knowingly collect data from or market to children under 18 years of age.

The Services are intended for business use and are not directed to children. We do not knowingly collect, solicit data from, or market to children under 18 years of age. By using the Services, you represent that you are at least 18. If we learn that personal information from users under 18 has been collected, we will take reasonable measures to promptly delete such data. If you become aware of any such data, please contact us at support@atthehelm.so.

11. IS YOUR INFORMATION PROCESSED IN THE UNITED STATES?

In Short: We process information in the United States.

The Services are intended for users located in the United States, and our servers and the service providers that process personal information for the Services are located in the United States. If you access the Services from outside the United States, please be aware that your information will be processed in the United States.

12. WHAT ARE YOUR PRIVACY RIGHTS?

In Short: Depending on where you live, you may have rights regarding your personal information.

Depending on your state of residence, applicable privacy law may give you rights regarding your personal information. See Section 14 for details applicable to United States residents.

Account information. You may review, change, or update account information at any time by signing in to your account or contacting us. Upon your request to terminate an account, we will deactivate or delete the account and information from our active databases, subject to the retention obligations described in Section 8.

If you have questions or comments about your privacy rights, you may email us at support@atthehelm.so.

13. CONTROLS FOR DO-NOT-TRACK FEATURES

Most web browsers and some mobile operating systems and applications include a Do-Not-Track ("DNT") feature or setting you can activate to signal your privacy preference not to have data about your online browsing activities monitored and collected. At this stage, no uniform technology standard for recognizing and implementing DNT signals has been finalized. As such, we do not currently respond to DNT browser signals. If a standard is adopted that we must follow in the future, we will inform you in a revised version of this Privacy Notice.

14. DO UNITED STATES RESIDENTS HAVE SPECIFIC PRIVACY RIGHTS?

In Short: If you are a resident of Texas, you may have specific rights under the Texas Data Privacy and Security Act.

This section applies to residents of Texas. As we expand the Services to other states, we will update this Notice to reflect the rights available to residents of those states.

Your rights. Subject to certain exceptions and limitations under applicable law, you may have the right to:

confirm whether we are processing your personal information;
access your personal information;
correct inaccuracies in your personal information;
obtain a copy of the personal information you previously provided to us, in a portable format;
delete your personal information;
opt out of the processing of your personal information for (i) targeted advertising, (ii) the sale of personal information, or (iii) profiling in furtherance of decisions that produce legal or similarly significant effects; and
not be discriminated against for exercising these rights.

How to exercise your rights. To exercise these rights, contact us at support@atthehelm.so. We will respond to and act upon your request in accordance with applicable law. You may designate an authorized agent to make a request on your behalf; we may require the agent to provide proof of authorization and may require you to verify your own identity directly with us.

Where we process your personal information as a processor on behalf of a Customer, we will refer your request to the relevant Customer and assist them in responding as required by law.

Verification. Upon receiving your request, we will need to verify your identity. We will only use personal information provided in your request to verify your identity or authority to make the request. If we cannot verify your identity from information we already maintain, we may request additional information for verification and fraud-prevention purposes.

Appeals. If we decline to take action regarding your request, you may appeal by emailing us at support@atthehelm.so. We will inform you in writing of any action taken or not taken in response, including the reasons for our decision. If your appeal is denied, you may contact the Texas Attorney General.

15. DO WE MAKE UPDATES TO THIS NOTICE?

In Short: Yes, we will update this Notice as necessary to stay compliant with relevant laws.

We may update this Privacy Notice from time to time. The updated version will be indicated by an updated "Last updated" date at the top of this Privacy Notice. If we make material changes, we may notify you either by prominently posting a notice of such changes or by directly sending you a notification. We encourage you to review this Privacy Notice frequently.

16. HOW CAN YOU CONTACT US ABOUT THIS NOTICE?

If you have questions or comments about this Notice, you may email us at support@atthehelm.so or contact us by post at:

Aroha Labs Pte. Ltd. 3 Phillip Street #10-04 Royal Group Building Singapore 048693 Singapore

17. HOW CAN YOU REVIEW, UPDATE, OR DELETE THE DATA WE COLLECT FROM YOU?

You have the right to request access to the personal information we collect from you, details about how we have processed it, correction of inaccuracies, or deletion of your personal information, subject to applicable law. To make such a request, please contact us at support@atthehelm.so.

If your personal information was provided to us by a home services business in connection with their use of Helm, that business is the controller of that information, and you should direct your request to them.