Privacy Policy

Effective date: November 3, 2026 · Last updated: November 7, 2026

This Privacy Policy explains how ExpertiseWare collects, uses, shares, and protects personal information when you visit this website, fill out a form, chat with us on the site, or otherwise contact us. It also explains the choices and rights you have.

1. Who we are and what this policy covers

“ExpertiseWare,” “we,” “us,” and “our” refer to Valdair Demello, an individual entrepreneur based in Brazil doing business as ExpertiseWare, based in Santa Catarina, Brazil. We design, build, host, and operate custom AI-powered systems for businesses in the United States and Canada.

This policy applies to personal information we handle as a business for our own purposes through this website and related communications (email, chat, and messaging apps such as WhatsApp).

Our website is intended for business visitors: owners, managers, and professionals evaluating our services on behalf of a company.

2. Information we collect

Information you give us

• Contact and business details you submit in a form, chat, or email: for example your name, business email address, phone or WhatsApp number, company name, job title, company website, industry, and country or state.
• Chat messages you send through the chat on our website, including anything you choose to type in them, along with the time of each message.
• Communications with us by email or messaging apps such as WhatsApp, and the information you share in them.

Information collected automatically

When you visit the site, we, our hosting provider, and the analytics and advertising partners described in Section 4 collect certain information automatically, using server logs, cookies, pixels, tags, and similar technologies:

• Device and connection data: IP address, browser type and version, operating system, device type, screen size, and language settings.
• Approximate location derived from your IP address (for example, city, state or province, and country). We do not collect precise geolocation.
• Usage data: pages viewed, links and buttons clicked, time on page, scrolling, the page or ad that referred you, and the date and time of your visit.
• Advertising and measurement identifiers: cookie IDs and click identifiers added to links from ads (for example, Google’s gclid or Meta’s fbclid), campaign parameters in links (UTM parameters), a browser identifier used for our own measurement (see Section 4), and events such as “page viewed,” “chat opened,” or “contact details left.”

Information from third parties

We receive information from service providers that help us run the site (for example, our chat tools) and reports from advertising and analytics platforms such as Google and Meta about how our ads and pages perform. These reports are generally aggregated and do not identify you by name.

About our chat

The chat on our website may be answered, in whole or in part, by an automated AI assistant. Your messages are processed by the AI service providers that power it and may be reviewed by members of our team, including through copies forwarded to our team’s messaging apps, so we can follow up, take over the conversation, and improve the quality of the answers. The assistant can make mistakes, and nothing it says is a binding offer (see our Terms of Use).

Written records

We handle inquiries in writing, and we keep those messages as the record of what was discussed and agreed. If we ever hold a call with you and would like to record or transcribe it, we will ask for your consent first.

3. How we use personal information

• To respond to you and provide what you asked for: answer questions, analyze what you tell us about your business, reply in writing on the channel you choose, prepare a diagnostic or proposal, and follow up.
• To run and improve the website and chat: operate the site, fix problems, understand which content is useful, and improve the chat assistant’s answers.
• To measure our advertising: understand which ads, campaigns, and channels bring visitors and lead to inquiries.
• To advertise to you: show you our ads on other websites and apps, including ads based on your visit to our site (often called “retargeting” or “remarketing”), and find similar business audiences. See Section 4 and Section 5.
• To send business communications about our services, where permitted by law and with the ability to unsubscribe at any time (see Section 13).
• To protect our business and users: detect and prevent spam, fraud, abuse, and security incidents, and enforce our Terms of Use.
• To comply with law and respond to lawful requests, and to establish, exercise, or defend legal claims.
• For business transfers: in connection with a merger, financing, acquisition, or sale of all or part of our business.

We do not use personal information collected through this website to make decisions that produce legal or similarly significant effects about you based solely on automated processing.

4. Cookies, pixels, and advertising technologies

Cookies are small files stored in your browser. Pixels and tags are small pieces of code that let a page send information to another service when it loads or when you take an action. We use them on our website for the purposes below. Some are set by us; others are set by third parties such as Google and Meta.

Google Analytics 4, Google Ads, and the Google tag

We use the Google tag to run Google Analytics 4 (to understand how visitors use the site) and Google Ads (to measure conversions such as opening the chat or leaving contact details, and to show remarketing ads). Google may collect information such as your IP address, device and browser data, pages visited, and cookie identifiers. We may use Google Analytics advertising features, including remarketing, Google Ads audiences, and demographics and interests reporting.

Third-party vendors, including Google, use cookies to serve ads based on your prior visits to our website or other websites. Google’s use of advertising cookies enables it and its partners to serve ads to you based on your visit to our site and/or other sites on the internet. Learn more in How Google uses information from sites or apps that use its services.

Meta Pixel

We use the Meta Pixel (from Meta Platforms, Inc., which operates Facebook and Instagram) to measure the effectiveness of our ads and to show our ads to people who visited our site, or who resemble them, on Facebook, Instagram, and Meta’s partner network. Third parties, including Meta, may use cookies, web beacons, and other storage technologies to collect or receive information from our website and elsewhere on the internet, and use that information to provide measurement services and target ads. Meta’s use of this information is governed by the Meta Privacy Policy.

Server-side events and matching

We may also send certain events (for example, “contact details left”) to Google and Meta directly from our servers, and we may use their matching features (such as Google enhanced conversions or Meta advanced matching). When we do, contact details such as your email address or phone number are converted into a scrambled, one-way code (hashed) before they are sent, so the platform can match the event to an account without receiving the details in readable form. We do not send the content of your chat messages to advertising platforms.

Our own measurement of site visits

We also run our own measurement of how visitors use the site. A script on our pages records events such as pages viewed and the chat being opened, and associates them with an identifier stored in your browser. It also records the UTM parameters of the link that brought you here and ad click identifiers such as gclid and fbclid.

For each visit, it also measures how long the page was visible and open, your first interaction and how long it took, how far you scrolled, which sections you viewed and for how long, which of our buttons and links you clicked, the values set on our calculator, whether the chat was opened or closed and how many messages were sent, your device type, screen width, operating system, browser, language, page load time, signs that the browser is automated, the type of site that referred you, and your country (a two-letter code our network provider derives from your IP address; this measurement does not store your IP address). We do not record what you type outside the chat, we do not record your screen, and we do not send this visit measurement to analytics or advertising platforms.

If you leave your email address or WhatsApp number, for example in the chat, we may link that browsing record to your contact details, so we can understand how you found us and follow up in context.

Cookies you may see on our site

Providers may change cookie names and durations. Google and Meta may also set cookies on their own domains (for example, if you are logged in to a Google or Meta account).

Do Not Track and Global Privacy Control

There is no common industry standard for “Do Not Track” browser signals, so our site does not respond to them. We do recognize the Global Privacy Control (GPC) signal: when your browser sends it, the Meta Pixel does not load, the Google tag runs with its advertising features turned off, and our own measurement continues without ad click identifiers and sends nothing to advertising platforms. See Section 11.

5. Your advertising and cookie choices

• Google: manage or turn off personalized ads at My Ad Center (formerly Ads Settings). You can prevent Google Analytics from using your data with the Google Analytics opt-out browser add-on.
• Meta (Facebook and Instagram): adjust how ads are shown to you at Meta Ad Preferences, and review or disconnect activity shared by businesses under “Your activity off Meta technologies” in your Meta Accounts Center.
• Industry opt-outs: opt out of interest-based advertising from participating companies through the Network Advertising Initiative (NAI), the Digital Advertising Alliance (DAA) and, in Canada, the Digital Advertising Alliance of Canada (YourAdChoices.ca).
• Browser controls: most browsers let you block or delete cookies, block third-party cookies, or browse privately. You can also enable Global Privacy Control in browsers or extensions that support it. Mobile devices offer settings to limit ad tracking or reset your advertising ID.
• Our cookie settings: use your browser settings and the opt-out links in this section.

Opt-outs are generally specific to the browser and device you use, and may stop working if you delete cookies. Opting out of interest-based ads does not mean you will stop seeing ads; they will simply be less relevant. Blocking some cookies may affect how parts of the site, such as the chat, work.

6. How we share personal information

We share personal information only as described below:

• Service providers that process information on our behalf to help us run our business, such as website hosting and content delivery (including web fonts), cloud infrastructure, email, chat and AI model providers, messaging apps used by our team, customer relationship management (CRM) tools, and IT and security services.
• Analytics and advertising partners, including Google and Meta, which receive the device, usage, and event data described in Section 4. Some of these partners also use this information for their own purposes, as described in their privacy policies.
• Professional advisers such as lawyers, accountants, and auditors, under duties of confidentiality.
• Authorities and others when required, to comply with law, legal process, or lawful government requests, or to protect the rights, property, or safety of ExpertiseWare, our clients, or others.
• Business transfers: to a buyer, successor, or investor in connection with a merger, acquisition, financing, reorganization, or sale of assets, subject to this policy.
• With your direction or consent, for example if you ask us to introduce you to a partner.

We do not sell personal information for money. However, allowing advertising partners such as Google and Meta to collect information through cookies and pixels for cross-context behavioral advertising may be considered a “sale” or “sharing” under some U.S. state laws. See Section 10 and Section 11.

7. International transfers

Our founders and team are based in Brazil, and our service providers operate in the United States, Brazil, and other countries. This means personal information collected through this website may be transferred to, stored in, and accessed from countries other than the one where you live, including Brazil and the United States.

Those countries may have data protection laws different from those in your country, and personal information held there may be accessible to the courts, law enforcement, and national security authorities of those countries under their laws. When we transfer personal information, we take reasonable steps, including contractual measures with our service providers, to protect it as described in this policy.

8. How long we keep personal information

We keep personal information only for as long as we need it for the purposes described in this policy, including to meet legal, accounting, and reporting obligations, resolve disputes, and enforce our agreements. As a general guide:

• Inquiries and chat conversations from people who do not become clients: up to 24 months after our last interaction, unless you ask us to delete them sooner.
• Records from our own measurement of site visits: up to 24 months after your last visit, unless you ask us to delete them sooner.
• Information about people who become clients: for the duration of the client relationship and up to 7 years afterwards, for legal, tax, and accounting purposes.
• Server logs and security records: up to 12 months.
• Analytics data: Google Analytics data is retained for 14 months. Cookies expire as described in Section 4. Advertising partners retain data under their own policies.
• Marketing suppression lists: if you unsubscribe, we keep the minimum information needed to respect that choice.

When personal information is no longer needed, we delete it or de-identify it.

9. Security

We use reasonable administrative, technical, and physical safeguards designed to protect personal information against loss, theft, and unauthorized access, use, or disclosure, appropriate to the sensitivity of the information. These include limiting access to the people who need it. No website, internet transmission, or storage system is completely secure, so we cannot guarantee absolute security. If you have reason to believe your interaction with us is no longer secure, please contact us right away.

10. Privacy rights for U.S. residents

Depending on the state where you live (including California, and states such as Colorado, Connecticut, Virginia, Texas, Oregon, and others with comprehensive privacy laws), and subject to exceptions and the thresholds in those laws, you may have the right to:

• Know and access the categories and specific pieces of personal information we have collected about you, the categories of sources, the purposes, and the categories of third parties to whom we disclosed it;
• Delete personal information we collected from you;
• Correct inaccurate personal information;
• Obtain a copy of your personal information in a portable format;
• Opt out of the “sale” or “sharing” of personal information, including for cross-context behavioral advertising (also called targeted advertising);
• Opt out of profiling in furtherance of decisions that produce legal or similarly significant effects (we do not engage in such profiling through this website);
• Not be discriminated against or retaliated against for exercising any of these rights.

California notice at collection

This section is provided for California residents under the California Consumer Privacy Act, as amended by the California Privacy Rights Act (together, “CCPA”). In the past 12 months, we have collected the following categories of personal information through this website, from the sources described in Section 2, for the purposes described in Section 3, and retained them as described in Section 8:

Sensitive personal information. We do not intend to collect sensitive personal information through this website, and we do not use or disclose sensitive personal information to infer characteristics about you or for any purpose that would require us to offer a right to limit its use.

Minors. We do not knowingly sell or share personal information of consumers under 16 years of age.

Financial incentives. We do not offer financial incentives in exchange for personal information.

How to exercise your rights

• Email us at [email protected] with the subject line “Privacy request,” or
• Because we operate online only, email is our request method; we will verify your identity before acting on a request.

We will confirm receipt and respond within the time required by applicable law. To protect your information, we will verify your request by matching the information you provide with the information we hold, and we may ask for additional details. You may use an authorized agent to submit a request on your behalf; we may ask the agent for proof of authorization and ask you to verify your identity directly.

Appeals. If we decline your request, you may appeal by replying to our decision or emailing [email protected] with the subject line “Privacy appeal.” We will respond to the appeal within the time required by law. If you are not satisfied, you may contact your state attorney general.

11. Do Not Sell or Share My Personal Information

You can opt out of the “sale” or “sharing” of your personal information for cross-context behavioral advertising (for example, retargeting through the Google and Meta tags described in Section 4) in any of these ways:

• Turn on Global Privacy Control (GPC) in your browser. When we detect a GPC signal, we treat it as a valid request to opt out of sale and sharing for that browser and, if we can associate it with you, for your account or contact record.
• Use our cookie settings: adjust or delete cookies in your browser settings.
• Email us at [email protected] with the subject line “Do Not Sell or Share.” We will stop using your contact details (such as hashed email or phone) for advertising matching and audiences.

You can also use the advertising choices listed in Section 5. Because cookie-based opt-outs are tied to a browser, please repeat them on each browser and device you use.

12. Information for Canadian residents

We handle personal information of individuals in Canada in accordance with the Personal Information Protection and Electronic Documents Act (PIPEDA) and applicable provincial laws.

• Consent. By submitting information through our website or using the site with cookies enabled, you consent to the collection, use, and disclosure of your personal information as described in this policy. You may withdraw your consent at any time, subject to legal or contractual restrictions and reasonable notice, by contacting us or using the choices in Section 5. Withdrawing consent may limit our ability to respond to you or provide certain services.
• Access and correction. You may ask to access the personal information we hold about you, learn how it has been used and disclosed, and ask us to correct it if it is inaccurate or incomplete.
• Transfers outside Canada. As described in Section 7, your personal information may be processed in Brazil, the United States, and other countries, and may be accessible to the authorities of those countries.
• Accountability. Our designated person responsible for privacy is Valdair Demello, Founder, who can be reached at [email protected].
• Complaints. If you have a concern, please contact us first so we can try to resolve it. You also have the right to complain to the Office of the Privacy Commissioner of Canada or, if you live in Quebec, the Commission d’accès à l’information du Québec.
• Quebec residents may also have additional rights under Quebec law, such as the right to be informed about the use of technologies that identify, locate, or profile you, and the right to data portability. Contact us to exercise them.

13. Marketing messages

We send commercial emails and other electronic messages only as permitted by law, including the U.S. CAN-SPAM Act and Canada’s Anti-Spam Legislation (CASL). Every marketing email includes a way to unsubscribe, and you can also opt out by emailing [email protected]. We will process your request promptly. Even if you opt out of marketing, we may still send you messages related to a request you made.

14. Children

Our website and services are intended for businesses and are not directed to children. We do not knowingly collect personal information from anyone under 16. If you believe a child has provided us with personal information, please contact us and we will delete it.

15. Changes to this policy

We may update this Privacy Policy from time to time. When we do, we will change the “Last updated” date at the top of this page. If we make material changes, we will provide a more prominent notice, such as a notice on our website, and, where required by law, ask for your consent. We encourage you to review this policy periodically.

16. Contact us

If you have questions about this Privacy Policy or our privacy practices, or want to exercise your rights, contact us:

See also our Terms of Use.