Privacy policy

Bordi Privacy Policy

Last Updated: May 2, 2026

Bord Labs LLC ("Bord Labs," "we," "our," or "us") operates bordi.ai and related services, including the Bordi physical device, mobile application, AI coaching features, and any connected digital experiences (collectively, the "Services"). This Privacy Policy describes how we collect, use, share, and retain your personal information when you access or use the Services or otherwise interact with us.


By using the Services, you acknowledge that you have read and understood this Privacy Policy. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to data collection, processing, and disclosure.


1. Information We Collect

Depending on how you interact with the Services, we may collect the following categories of personal information:


Account & Contact Information

  • Name, email address, phone number, billing and shipping address
  • Username, password, account preferences and settings
  • Timezone and notification preferences


Device & Usage Data

  • Device type, operating system, browser type, IP address, and unique device identifiers
  • Hardware identifiers, serial number, firmware version, and system logs associated with your Bordi device
  • WiFi connection data and network information transmitted by or through the Bordi device
  • How and when you interact with the Services, including navigation behavior, feature usage, session duration, and clickstream data


Image Data

Your Bordi board is designed to periodically capture images of your habit board. By activating your device and using the Services, you consent to:

  • Regular image capture and secure upload to our servers
  • AI-based analysis of images for habit recognition and progress tracking


You are solely responsible for the placement of your Bordi device. To protect privacy, do not install the board where it may capture sensitive or private spaces, or where people could be identifiable or personal materials could appear in view. We are not responsible for images captured due to user misplacement of the device.


Habit Tracking & Behavioral Data

  • Habit goals, routines, progress logs, check-ins, and streaks you record or that are inferred from your use of the Bordi device and app
  • Patterns derived from your tracking behavior over time
  • Inferences we draw about your preferences, tendencies, and behavioral patterns


AI Coaching Interaction Data

  • Prompts, messages, and inputs you submit to the Bordi AI coaching feature
  • AI-generated responses, coaching suggestions, and conversation histories
  • Metadata associated with AI interactions, including timestamps, session length, and feature engagement
  • Inferences and insights derived from your AI coaching interactions, including goals, challenges, and behavioral patterns


Financial & Transaction Information

  • Payment card information, billing details, and transaction history (processed via Shopify and third-party payment processors)


Communications Data

  • Content of messages, emails, or support inquiries you send to us
  • Survey responses, feedback, and product reviews


2. How We Collect Your Information

  • Directly from you when you create an account, make a purchase, use the Services, or communicate with us
  • Automatically from your device and the Bordi hardware through cookies, pixels, SDKs, and similar tracking technologies
  • From the Bordi device itself, including image captures, usage patterns, and connectivity data
  • From service providers, including Shopify, analytics platforms, payment processors, and cloud infrastructure providers
  • From business partners and third-party data sources that supplement our understanding of users


3. How We Use Your Information

We may use your personal information for the following purposes, or for any other lawful purpose consistent with this policy:


  • Providing, operating, maintaining, and improving the Services
  • Processing transactions, fulfilling orders, and managing your account
  • Generating habit reports, analytics, and personalized recommendations
  • Personalizing your experience, including tailoring AI coaching content and product features to your behavior and preferences
  • Developing and training AI and machine learning models, including models that power the Bordi coaching features — this may include using your interaction data, habit data, and behavioral patterns as training inputs
  • Marketing and advertising: sending promotional emails, SMS messages, and in-app communications; serving targeted ads on the Services and third-party platforms based on your activity and inferred interests
  • Analytics and research: analyzing usage trends, measuring feature effectiveness, and conducting internal research to improve our products
  • Security and fraud prevention: authenticating users, detecting suspicious activity, and protecting the integrity of the Services
  • Legal compliance: responding to legal process, enforcing our terms, and protecting our rights and the rights of others
  • Business operations: supporting mergers, acquisitions, or other corporate transactions


We reserve the right to use de-identified, anonymized, or aggregated data derived from your personal information for any purpose without restriction.


4. AI Coaching — Additional Disclosures

The Bordi AI coaching feature collects and processes sensitive behavioral and goal-oriented personal information. By using this feature, you acknowledge that:


  • Your inputs, responses, and coaching interactions may be stored and used to improve the quality and personalization of the AI coaching experience
  • We may use anonymized or de-identified versions of your coaching interactions to train, evaluate, or improve AI models
  • AI coaching outputs are generated by automated systems and are not a substitute for professional medical, mental health, nutritional, or other licensed advice
  • We do not guarantee the accuracy, completeness, or fitness of AI coaching content for any particular purpose


From time to time, members of the Bord Labs team may review habit data to verify that the Services are functioning correctly and to improve product quality. When this occurs, habit data is accessed in anonymized form only and is not linked back to any individual user.


5. How We Share Your Information

We may share your personal information with third parties in the following circumstances:


  • Service providers: vendors who help us operate the Services, including Shopify, payment processors, cloud hosting, analytics platforms, customer support tools, and email/SMS delivery services
  • Business and marketing partners: companies that help us serve advertising and promotional content based on your activity
  • AI and technology partners: third parties who provide AI infrastructure, model hosting, or data processing services that power the Bordi coaching features
  • Corporate affiliates: entities within the Bord Labs corporate family
  • Business transactions: in connection with a merger, acquisition, or sale of assets, your information may be transferred as a business asset
  • Legal and compliance: when required by law, subpoena, or valid legal process, or to protect our rights, users, or the public
  • With your consent: at your direction or with your explicit consent


We do not sell your personal information for monetary consideration in a way that triggers state law opt-out rights, except as described in Section 6. We may share data with advertising partners in ways that may be considered "sharing" under applicable state law (e.g., CCPA). You have the right to opt out of this use (see Section 7).


6. Cookies and Tracking Technologies

We use cookies, web beacons, pixel tags, and similar technologies to collect usage data, personalize your experience, serve targeted advertising, and measure the effectiveness of our marketing. These technologies may track your activity across our Services and across third-party websites and platforms.


You may control cookie use through your browser settings or by using opt-out tools provided by third parties, such as the Digital Advertising Alliance (optout.aboutads.info) or the Network Advertising Initiative (optout.networkadvertising.org). Note that opting out of certain cookies may affect your experience of the Services.


We honor Global Privacy Control (GPC) signals as an opt-out of sale/sharing for targeted advertising for browsers that send it, where required by law.


7. Your Rights and Choices

Depending on where you live, you may have some or all of the following rights:


  • Right to Access / Know: request a copy of the personal information we hold about you
  • Right to Delete: request deletion of your personal information, subject to legal exceptions
  • Right to Correct: request correction of inaccurate personal information
  • Right to Portability: receive a copy of your data in a portable format
  • Right to Opt Out of Sale/Sharing for Targeted Advertising: contact us at team@bordi.ai or use the opt-out mechanism on our website
  • Right to Withdraw Consent for Image Capture: note that doing so will limit core product functionality
  • Marketing preferences: opt out of promotional emails at any time via the unsubscribe link in our emails. You may still receive transactional and account-related messages.


To exercise any of these rights, contact us at team@bordi.ai. We may need to verify your identity before processing your request. We will not discriminate against you for exercising your rights.


8. Relationship with Shopify

Our Services are hosted and powered in part by Shopify. Shopify collects and processes personal information in connection with the Services as a data processor and, in some cases, an independent controller. To learn more, visit the Shopify Consumer Privacy Policy at privacy.shopify.com. You may exercise certain rights related to Shopify's processing at the Shopify Privacy Portal.


9. Data Retention

We retain your personal information for as long as necessary to fulfill the purposes described in this Privacy Policy, maintain your account, comply with legal obligations, resolve disputes, and enforce our agreements. Habit tracking data, image data, AI coaching interaction logs, and behavioral data may be retained for extended periods to support AI model development and analytics, even after account closure, in de-identified or aggregated form.


When we no longer need personal information, we will securely delete or anonymize it in accordance with our data retention practices. You may request deletion of your stored images or account information at any time.


10. Security

We implement reasonable administrative, technical, and physical safeguards — including industry-standard encryption and access controls — designed to protect your personal information from unauthorized access, disclosure, alteration, or destruction. However, no security system is perfect, and we cannot guarantee absolute security. You are responsible for maintaining the confidentiality of your account credentials.


11. Children's Privacy

Bordi is intended for use by individuals aged 13 and older. By using the Services, you represent that you are at least 13 years of age. We do not knowingly collect personal information from children under 13. If you believe a child under 13 has provided us with personal information, please contact us at team@bordi.ai and we will promptly delete it. As of the effective date of this policy, we do not knowingly sell or share personal information of individuals under 16.


12. Third-Party Links

The Services may contain links to third-party websites or platforms. We are not responsible for the privacy practices of those sites. We encourage you to review the privacy policies of any third-party sites you visit.


13. International Transfers

Your personal information may be transferred to, stored in, and processed in the United States or other countries. If you are located outside the United States, please be aware that data protection laws in the US may differ from those in your country.


14. California Privacy Rights (CCPA/CPRA)

If you are a California resident, you may have additional rights under the California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA), including the right to know, delete, correct, and opt out of the sale or sharing of your personal information. We do not discriminate against users who exercise their California privacy rights. To exercise your rights, contact us at team@bordi.ai.


Categories of personal information we collect include: identifiers, commercial information, image data, internet/network activity, inferences drawn from personal information, and other categories described in Section 1 above. We collect this information for the business and commercial purposes described in Section 3.


15. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes to our practices, technology, legal requirements, or other factors. We will post the updated policy on this page with a revised "Last Updated" date. Where required by law, we will provide more prominent notice of material changes. We will notify you of material changes through the app or email.


16. Contact

If you have questions about this Privacy Policy or wish to exercise your privacy rights, please contact us at:


Bord Labs LLC

Email: team@bordi.ai

Website: bordi.ai