Privacy Policy

Last updated: April 2026

Embra is built around a simple principle: your memories are yours. We collect the minimum data necessary to deliver the app experience, and we never sell your personal information.

End-to-End Encryption

All memories, impressions, and arcs synchronized between connected users are protected with end-to-end encryption. This means your data is encrypted on your device before being sent to iCloud, and only your connected partner has the key to decrypt it. Even we cannot read your synced content.

What we collect

Embra stores the moments, impressions, and relationship data you create entirely on your device using Apple's SwiftData framework. This data is optionally synced to your personal iCloud account via CloudKit — we never see or access it.

AI features (Impressions, Arcs) use tokenized text processed in-transit via Anthropic and OpenAI. We do not collect or store this data. Voice recordings and transcriptions stay entirely on-device.

iCloud & CloudKit

If you have iCloud enabled, your data syncs privately through Apple's CloudKit infrastructure. This data is governed by Apple's Privacy Policy and is accessible only to you.

Analytics

Embra does not use third-party analytics SDKs. We use Apple's App Store Connect analytics, which are anonymised and aggregated by Apple.

Third-party services

Synthesis requests are tokenized and processed in-transit via Anthropic and OpenAI. No personally identifiable information is sent. Both providers commit to not using API data for model training.

Data deletion

You can delete all your data at any time from within the app (Settings → Delete All Data). This removes all records from your device and your iCloud account.

Contact

Questions about privacy? Email us at privacy@embraarchive.com.