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Draft pending legal review. This document is the working draft of the Ella Works Privacy Policy. It is published in good faith for transparency and will be reviewed by an Australian-qualified lawyer before any tenant signs up at scale.

Privacy Policy

Last updated: 13 June 2026.

This Privacy Policy describes how Robertson Carpentry Services Pty Ltd, trading as Ella Construction Group ("we", "us", "Ella Works"), collects, uses, stores, and discloses personal information through the Ella Works platform. It is written to comply with the Australian Privacy Principles (APPs) under the Privacy Act 1988 (Cth) and to be readable in plain English.

What we collect

We collect the personal information you give us when you sign up, configure your tenant, and use the platform. Typical categories:

  • Account information — your name, email, phone number, business name, ABN, and trade category.
  • Authentication data — credentials and session tokens (hashed and encrypted).
  • Tenant data — the content you create on the platform: customers, quotes, invoices, jobs, transcripts, recordings.
  • Call data — for tenants who use Hey Ella: inbound caller numbers, call transcripts, optional call recordings, and metadata such as call duration.
  • Usage data — page views, feature usage, and error logs. We collect this to operate the service and to fix bugs.
  • Billing data — billing-address details and the last four digits of your payment card. Full card numbers are stored by our payment processor (Stripe), not by us.

We do not knowingly collect sensitive information (as defined by the Privacy Act) unless it is volunteered by your customers in a call to Hey Ella. If sensitive information appears in a transcript we store it under tenant isolation and apply additional handling.

How we use it (tenant-isolated)

We use your personal information to provide the service you signed up for. Every record is tagged with your tenant ID and is accessible only by you, your authorised team members, and our staff under documented support workflows. We never use one tenant's data to inform another tenant's experience.

Specifically, we use personal information to:

  • Authenticate you and authorise actions in the platform.
  • Power the features you use (e.g. Hey Ella answering your phone, the quote builder generating quotes).
  • Send you transactional emails (account, billing, security).
  • Provide customer support — both via email and via the in-product support surface.
  • Improve the platform through aggregate, de-identified usage analysis.

We do not use your personal information to send you marketing without your prior opt-in. We do not sell or rent it to advertisers.

Voice + transcript handling (per tenant)

Hey Ella creates a transcript of every inbound call. Transcripts and optional audio recordings are stored against your tenant. They are:

  • Encrypted at rest using AES-256, with keys held in Vercel-managed KMS.
  • Accessible only by you, your authorised team members, and Ella Works support staff acting on a documented support request.
  • Never used as training data for any AI model — neither ours nor third parties'.
  • Retained for the period configured in your tenant settings (default: 12 months for transcripts, 90 days for audio recordings).

You can delete any individual transcript or recording from the dashboard at any time, and you can delete your entire call history on request.

Hey Ella AI conversations on our website + demo phone number

When you talk to our AI receptionist on our website (the interactive demo on the Hey Ella feature page) or by phone on the demo number (08) 7228 6801, the conversation is recorded so we can improve the service.

  • Transcripts are retained for 30 days, then deleted.
  • Audio recordings are retained for 7 days (when enabled), then deleted.
  • Conversations on our website + demo number are kept against our own platform tenant — they are NOT mixed with any tenant's call data.
  • If you ask us to delete a conversation, email matt@ellaconstructiongroup.com.au and we will action the request within 7 business days.

A recording disclosure is shown before any conversation starts. By starting a conversation you agree to the recording.

Third-party processors (OpenAI, Twilio)

We rely on a small number of third-party processors to operate Hey Ella and the platform:

  • Twilio Inc. — telephony carrier. Twilio terminates the inbound call and bridges the audio stream to our voice runtime. Twilio's privacy notice is at twilio.com/legal/privacy. For Australian tenants we use Twilio's Australian phone-number infrastructure where possible.
  • OpenAI, Inc. — large-language-model provider. The conversation between Hey Ella and the caller is sent to OpenAI's Realtime API. We use a contractual data-processing addendum that prohibits OpenAI from training on Ella Works traffic.
  • Stripe Payments Australia Pty Ltd — billing. Stripe processes card details directly; we never see the full card number.
  • Vercel Inc. — application hosting. The Ella Works web platform runs on Vercel's Fluid Compute platform in the Sydney region.
  • Resend — transactional email delivery for account + billing notices.

We have written data-processing agreements with each processor and we audit their security posture at intake and annually thereafter.

Australian-hosted infrastructure

The core Ella Works platform — including tenant databases, transcripts, and recordings — is hosted in Australia (Sydney, AWS ap-southeast-2 via our managed providers). Some processing transiently passes through international infrastructure (notably the OpenAI Realtime API). We disclose this transparently rather than claim 100% on-shore.

Your rights (access, correction, deletion)

Under the Australian Privacy Principles you have the right to:

  • Request access to the personal information we hold about you.
  • Request correction of any inaccurate personal information.
  • Request deletion of your personal information (subject to legal retention obligations).
  • Request a copy of your tenant data in a portable format.
  • Withdraw consent to optional processing (e.g. marketing opt-ins).

To exercise any of these rights, email matt@ellaworks.com.au. We respond within 30 days; complex requests may take longer and we will tell you if so.

Cookies + analytics

We use a small set of strictly-necessary cookies (authentication session, CSRF token, preferences) and first-party analytics to understand product usage and fix bugs.

We also use the Meta (Facebook) Pixel on our website — an advertising and analytics tool provided by Meta Platforms, Inc. The Pixel records anonymous events such as page views and sign-ups so we can measure how well our advertising performs and reach people who may be interested in Ella Works. It works using cookies and similar technologies, and may involve Meta processing this information on servers outside Australia, under Meta's own Privacy Policy and Cookies Policy.

The Pixel sees page-level activity only — it does not access the content of your tenant data (your customers, quotes, jobs, invoices, calls or transcripts). You can control or opt out of this kind of advertising measurement through your Meta ad preferences and your browser's cookie and tracking settings.

Children

Ella Works is a business tool and is not intended for children. We do not knowingly collect personal information from anyone under the age of 18. If you believe we have done so inadvertently, please contact us and we will delete the data.

Contact (OAIC complaint pathway)

If you have a privacy question or concern, please contact us first:

  • Email: matt@ellaworks.com.au
  • Phone: (08) 7228 6801
  • Post: Robertson Carpentry Services Pty Ltd (trading as Ella Construction Group), Adelaide, South Australia

We take privacy complaints seriously and aim to resolve them within 30 days.

If you are not satisfied with our response, you have the right to lodge a complaint with the Office of the Australian Information Commissioner (OAIC):

This Privacy Policy will be updated from time to time. Material changes are notified by email to the account-owner email on file.