Acceptable Use Policy

This Acceptable Use Policy (this "Policy") outlines prohibited uses of the services offered by ei Innovations Inc., doing business as Ella ("ELLA," the "Service"), and its affiliates, as well as the website located at https://withella.io (the "ELLA Site"). The examples described in this Policy are not exhaustive. We may modify this Policy at any time by posting a revised version on the ELLA Site. By using the Service or accessing the ELLA Site, you (the "User") agree to comply with the latest version of this Policy. If you violate this Policy or assist others in doing so, we may suspend or terminate your access to the Service.

1. Purpose and Philosophy

ELLA is designed to empower trusted advisors and business owners to collaborate on business transitions with clarity, confidence, and mutual respect. This Policy sets expectations for all users and reflects ELLA's commitment to transparency, discretion, and respectful treatment of users and their data. We aim to foster effective collaboration while protecting the integrity of the platform.

To that end, our approach to designing, building, operating, and delivering the ELLA Service is grounded in four Experience Principles:

• Actionable Illumination: Inspire confidence by proactively surfacing education that promotes business owners' understanding of and ability to navigate the end-to-end process.
• Effortless Orchestration: Facilitate collaboration and coordination among all parties involved; giving everyone visibility into their progress, goals, and responsibilities at all times.
• Malleable Guidance: Embrace the idiosyncrasies that are inherent in the uniqueness of each party's situation and adapt the expert guidance delivered by our service to these unique needs.
• Do Right: Err on the side of transparency in goals, intentions, and processes every step of the way. Create space for discretion, treat customers (and their data) with respect, and grant grace in light of missteps.

We ask that you keep these principles in mind—especially Principle 4 (Do Right)—when collaborating with others on the Service.

By using ELLA, you agree to abide by this Policy in both letter and spirit.

2. Authorized Use

You may use ELLA only if you:

• Are a business advisor, business owner, or authorized collaborator acting on behalf of a business you are authorized to represent.
• Are using ELLA for its intended purposes: planning, collaborating, and preparing for business transitions—not for promotional, personal, or unrelated commercial activity.

You are responsible for the confidentiality and legality of any data shared through ELLA. ELLA is not a system of record and should not be relied upon for legal or regulatory compliance.

3. Prohibited Activities

You may not use—or encourage, promote, facilitate, or instruct others to use—the Service or the ELLA Site for any illegal, harmful, fraudulent, infringing, or offensive activity. This includes:

• Illegal, Harmful, or Fraudulent Activities: Engaging in or promoting activities that are illegal or harmful, such as fraud, phishing, spamming, identity theft, or distribution of malicious content.
• Infringing Content: Uploading or distributing content that violates or misappropriates intellectual property, privacy, or publicity rights.
• Offensive Content: Posting or transmitting content that is defamatory, obscene, abusive, invasive of privacy, or otherwise objectionable.
• Malicious Technology: Transmitting or storing viruses, malware, or other harmful software that may damage or disrupt systems or data.
• Reverse Engineering and Scraping: Attempting to reverse engineer, decompile, scrape, or otherwise extract proprietary elements of the Service.
• Unauthorized Access: Accessing systems or data without permission, or attempting to probe, scan, or test for vulnerabilities or breaches.

4. Data and Privacy

Users may upload:

• Personal and business financial information
• Contact and identification details
• Operational and strategic business data

However:

• You are solely responsible for ensuring the legality and appropriateness of the data you share.
• ELLA is not obligated to retain user data beyond the term of the contract.
• Do not upload data that you do not have the right to share.

Users should not upload PHI, cardholder data, or other highly regulated data types unless required for use of the Service and lawfully permitted. In such cases, appropriate safeguards and consents are required.

Handle all shared content with respect, care, and discretion.

5. Collaboration Guidelines

ELLA enables cross-organizational collaboration. Users are expected to:

• Represent themselves truthfully and accurately.
• Never impersonate others or misrepresent authority.
• Be constructive, respectful, and professional in all communications.
• Refrain from using ELLA to harass, threaten, or harm others.

6. Enforcement and Remedies

ELLA reserves the right—but does not assume the obligation—to investigate any violation of this Policy. We may take actions that include, but are not limited to:

• Investigating suspected misuse or violations.
• Temporarily or permanently suspending access to the Service or ELLA Site.
• Terminating contracts subject to applicable terms and agreements.
• Removing, disabling access to, or modifying content that violates this Policy.

We may report illegal activity to law enforcement, regulators, or appropriate third parties. This may include sharing relevant user or system information to support investigation or enforcement efforts.

7. Relationship to Terms of Service

This Acceptable Use Policy is incorporated by reference into the ELLA Terms of Service. In the event of any conflict between this Policy and the Terms of Service, the Terms of Service shall control.

8. Questions or Concerns

If you are uncertain whether an action violates this Policy, or if you become aware of potential misuse, please contact us at privacy@withella.io.

Thank you for supporting a collaborative, secure, and respectful environment for everyone using ELLA.