Privacy

Max is still being built. Right now, the public website collects only what we need to run the waitlist and demo requests, protect those forms from abuse and understand whether people are interested.

What we collect

If you join the waitlist, we collect your email address. You can also choose to give us your first name, postcode, what you're interested in Max for, and a short note about what you'd want Max to help with.

If you request a demo, we collect your name and email address. You can also choose to give us a phone number, demo preference, buyer type, organisation, postcode or region, and a short note about what you want to see or solve. Please don’t include health or disability details.

We may also record basic referral information such as the page that sent you to Max and standard campaign tags in the link. Cloudflare processes technical information needed to serve and protect the site, including Turnstile checks on the forms.

Why we collect it

We use waitlist information to send Max development, testing and availability updates, understand the kinds of people interested in the project, and decide what is worth building next. We use demo-request information to understand the request and follow up manually. Referral information helps us understand how people found Max.

We use technical security information to keep the site working and reduce automated abuse.

Who handles it

The Max website runs on Cloudflare. Form data is stored using Cloudflare D1, and Cloudflare Turnstile helps protect each public form. Resend is used to send waitlist email and operational demo notifications. Those services process information on our behalf as part of providing the website and email.

We don't sell your information to advertisers, and the launch site does not use advertising pixels or session-replay tracking.

Email and unsubscribing

Joining the waitlist means you're asking us to email you about Max's development, testing and availability. Every update must provide a way to unsubscribe.

If you unsubscribe, we stop sending waitlist updates. We may keep the minimum information needed to record that you unsubscribed so you aren't accidentally added back to an old mailing list. If you deliberately join the waitlist again later, that counts as a new request to receive updates.

How long we keep it

While you're on the waitlist, we keep the information needed to run it. If you unsubscribe, optional profile fields and notes should be removed when they are no longer needed; the minimum suppression record may be retained for up to 24 months to prevent accidental re-mailing. Demo requests are kept only while they are useful for follow-up and evaluating the project.

Operational application logs should not intentionally retain form content and, where Max controls log retention, should be kept for no longer than 30 days unless a specific security incident requires longer investigation. If the Max project ends, lead data should be deleted once it is no longer needed to close out the project or meet any legal obligations.

Cookies, analytics and tracking

We don't use advertising trackers by default. Cloudflare and Turnstile may use normal browser and network information required to deliver and protect the site. We use privacy-conscious, aggregate measurement to understand things such as page visits, video interest and successful form submissions.

If we ever add materially different analytics or advertising technology, this page needs to change before that tracking goes live.

What about Max the device?

The device is a separate privacy problem, and we're designing it deliberately. The current public website does not collect walker location or listen to a microphone in someone's home.

As device features are built, our default direction is: no continuous cloud audio while Max is idle; local wake-word detection where practical; audio sent for processing only after an intentional interaction; location shared only with authorised people; and important memories stored as visible Max data rather than hidden inside an AI provider. Raw audio should not be kept by default.

Those sections of this privacy page must be updated to describe the real implementation before those features are released to users.

Your choices

You can unsubscribe from Max email at any time. If you want to ask what information we hold, correct it or ask for it to be deleted, contact us at max@loftwah.com.

Changes to this page

If Max starts collecting materially different information, this page should change before or at the same time as the product does. We won't quietly treat a waitlist signup as permission for unrelated data collection.

Last updated: 2026/09/14