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.

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.

When you use the AI synthesis feature (Create Impression), the text content of your memories is sent to our secure backend to generate an impression using Claude AI. This content is processed in-transit and is not stored by us.

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 routed through a Cloudflare Worker to Anthropic's Claude API. No personally identifiable information is sent — only the text content of the memories you select for synthesis. Anthropic's data usage policy applies to these requests.

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 support@embraapp.com.