Privacy Policy
Last updated: April 2026
1. Who we are
EquiBalance is a service operated by Hamlet Consultancy, a company registered in Sweden. We provide horse nutrition analysis tools at myequibalance.com.
For the purposes of EU GDPR, Hamlet Consultancy is the data controller for personal data collected through this website.
Contact: privacy@myequibalance.com
2. What data we collect
| Data | Why we collect it | Legal basis |
|---|---|---|
| Email address | To deliver your nutrition report and send transactional emails | Contract performance |
| Horse profile data (breed, age, weight, exercise level etc.) | To calculate your horse's nutritional requirements | Contract performance |
| Diet entries (products and quantities) | To run the nutritional analysis | Contract performance |
| Payment data | To process payments for reports and subscriptions | Contract performance |
| Usage analytics (page views, session data) | To understand how the service is used and improve it | Legitimate interest / Consent |
We do not collect any special category data (health data about you personally). Horse profile data relates to your horse, not to you as an individual.
3. Payment processing
All payments are processed by Stripe. We never see or store your card details. Stripe is certified to PCI DSS Level 1. You can read Stripe's privacy policy at stripe.com/privacy.
4. Email communications
We use SendGrid to deliver transactional emails (your nutrition report, payment confirmations). We do not send marketing emails without your explicit consent.
5. Analytics
We use Google Analytics 4 to collect anonymised usage data — which pages are visited, how long sessions last, and general geographic region. This data is aggregated and does not identify you personally. Google Analytics uses cookies. You can opt out at any time via our cookie preferences or by installing the Google Analytics opt-out browser add-on.
6. Data storage and security
Your data is stored in Supabase (PostgreSQL), hosted on AWS in the EU West (London) region. All data is encrypted at rest and in transit via TLS. Access is restricted to authorised systems only.
7. Data retention
Analysis reports and horse profile data are retained for 12 months from the date of analysis, after which they are automatically deleted. Email addresses linked to active subscriptions are retained for the duration of the subscription plus 30 days.
8. Your rights under EU GDPR
As a data subject under EU GDPR, you have the right to:
- Access — request a copy of the personal data we hold about you
- Rectification — request correction of inaccurate data
- Erasure — request deletion of your data ("right to be forgotten")
- Restriction — request that we restrict processing of your data
- Portability — receive your data in a structured, machine-readable format
- Objection — object to processing based on legitimate interest
- Withdraw consent — where processing is based on consent, withdraw it at any time
To exercise any of these rights, email privacy@myequibalance.com. We will respond within 30 days.
You also have the right to lodge a complaint with your national data protection authority. In Sweden this is Integritetsskyddsmyndigheten (IMY) at imy.se.
9. Cookies
We use cookies for analytics purposes only (Google Analytics 4). No advertising or tracking cookies are used. A cookie consent banner is displayed on your first visit. You can change your preferences at any time by clearing your browser cookies and revisiting the site.
10. Third-party services
| Service | Purpose | Privacy policy |
|---|---|---|
| Stripe | Payment processing | stripe.com/privacy |
| SendGrid (Twilio) | Transactional email delivery | twilio.com/legal/privacy |
| Supabase | Database and storage | supabase.com/privacy |
| Google Analytics 4 | Usage analytics | policies.google.com/privacy |
11. Changes to this policy
We may update this policy from time to time. Material changes will be notified via email where we hold your address. The date at the top of this page reflects the most recent update.