Terms of Use

1. Introduction and Definitions

1.1 Statistical Inference Limited (hereinafter referred to as “we”, “us” or “our”) provides the website https://aora.org (the “Website”), where you subscribe to our paid services, the AORA platform and related services described in clause 2 (the “Platform”; together with the Website, the “Services”).

1.2 These Terms of Use (“Terms”) govern your access to and use of the Services. By accessing the Website or using the Platform, you agree to be bound by these Terms. If you do not agree, you must not access the Website or use the Platform. Each time you use the Services, the current version of these Terms applies.

1.3 The Services are intended for use by businesses and professionals. We do not accept any liability for losses suffered by a consumer, as we believe you are accessing the Services wholly or mainly for your business, trade, craft or profession.

1.4 If you accept these Terms on behalf of a company or other legal entity (the “Customer”), you represent and warrant that (i) you have full legal authority to bind that entity to these Terms; (ii) you have read and understood these Terms; and (iii) you agree, on behalf of that entity, to these Terms. The terms “you” and “your” refer both to you personally and to such entity, as the context requires.

1.5 In these Terms: “Order” means an order for a Subscription placed by you through the online checkout on the Website or evidenced by an invoice, order form or similar written confirmation issued or accepted by us; “Subscription” means a paid subscription to the Platform under an Order; “Subscription Term” means the period for which your Subscription is purchased (monthly unless stated otherwise in the Order); “Customer Data” means information, materials, keywords, URLs, configurations and other data submitted to the Services by or on behalf of you or your Authorized Users.

2. The Services

2.1 The Website is an informational resource describing our company and the Services, and may allow you to submit enquiries, request a demonstration, or place an Order.

2.2 The Platform, where you have an active Subscription, provides tools for monitoring search engine result pages (SERPs), detecting changes on third-party web pages, identifying statistically significant signals correlating with search rankings, and generating related hypotheses and reports, all as further described in our documentation and on the Website.

2.3 The Services may be modified, updated, supplemented, or discontinued in whole or in part at our discretion. We will use reasonable efforts not to materially diminish the core functionality of an active Subscription during its current Subscription Term.

2.4 We may collect and use de-identified or aggregated data about Website and Platform usage to maintain, secure, develop and improve the Services.

3. Account and Eligibility

3.1 To use the Platform you must register an account or have one provisioned for you. You agree to provide accurate, complete and up-to-date information when registering and to keep that information current.

3.2 You are responsible for all activity that occurs under your account and for maintaining the confidentiality of your account credentials. You must promptly notify us of any unauthorized access to or use of your account.

3.3 You may permit your employees, contractors and authorized agents (“Authorized Users”) to use the Platform on your behalf, provided that each Authorized User is bound by terms no less protective than these Terms, and you remain fully responsible for their acts and omissions.

3.4 We may refuse to register, suspend or terminate any account at our reasonable discretion, including where we determine that the account has been used in breach of these Terms or applicable law.

4. Subscriptions, Orders, Fees and Payment

4.1 You may purchase a Subscription either (i) through the online checkout on the Website at the prices stated on the Website; or (ii) by entering into a separate Order with us, for example by signed order form or accepted invoice. The Order specifies the selected plan, Subscription Term, fees and any additional commercial terms. In the event of any conflict between these Terms and an Order signed by both parties, that Order prevails for the relationship to which it relates.

4.2 Unless the Order specifies otherwise, fees for a Subscription are payable monthly in advance in United States dollars, are exclusive of any applicable taxes (for which you are responsible), and are non-refundable in whole or in part, except (a) as expressly stated in these Terms or in your Order, or (b) where a refund is required by mandatory applicable law.

4.3 You authorize us, or our payment processor or reseller of record, to charge the payment method you provide for all fees due, including renewal fees, until the Subscription is cancelled in accordance with these Terms.

4.4 Unless your Order states otherwise, a Subscription automatically renews at the end of each Subscription Term for a further term of the same duration, at the then-current published rates, unless you cancel before the end of the current Subscription Term in the manner described in clause 11.

4.5 If any undisputed amount is not paid when due, we may (without limiting other remedies) suspend or restrict access to the Platform, charge interest on overdue amounts at the rate of 1% per month or the maximum rate permitted by applicable law (whichever is lower), and recover reasonable costs of collection.

4.6 We may change the fees applicable to any future Subscription Term by notice given to you (including by email or via the Platform) at least thirty (30) days before the start of that term. If you do not agree to the change, you may decline renewal by cancelling before the end of the then-current Subscription Term.

4.7 Our order process for Subscriptions purchased through the online checkout on the Website is conducted by our online reseller Paddle.com. Paddle.com is the Merchant of Record for all our orders.

5. Free Trials and Demonstrations

5.1 We may, at our discretion, make demonstrations, evaluation accounts, beta features, or free trials of the Platform available to you for the period and on the conditions notified at the time.

5.2 Notwithstanding anything to the contrary in these Terms, trials, demonstrations and beta features are provided “AS IS” and “AS AVAILABLE”, without any warranty, indemnity or service-level commitment, and may be modified, restricted or terminated at any time without liability.

6. Customer Data and Privacy

6.1 As between you and us, you retain all rights in Customer Data. You grant us a non-exclusive, worldwide, royalty-free license to host, copy, transmit, process, display and otherwise use Customer Data solely as necessary to provide, maintain, secure and improve the Services and to comply with our legal obligations.

6.2 You represent and warrant that you have all rights necessary to submit Customer Data to the Services and that the submission and processing of Customer Data by us in accordance with these Terms does not and will not infringe any third-party rights or violate any applicable law.

6.3 Our processing of personal data is described in our Privacy Policy, available at https://aora.org/privacy-policy/, which forms part of these Terms by reference.

6.4 We may retain, use and aggregate technical, performance, usage and de-identified data derived from your use of the Services for our internal business purposes, including service improvement, benchmarking and analytics, provided that any such use does not identify you or your Authorized Users.

7. Acceptable Use

7.1 You agree to use the Services solely for lawful purposes and in accordance with these Terms and any documentation we make available.

7.2 You shall not, and shall procure that your Authorized Users do not:

7.2.1 submit false, misleading or fraudulent information to the Services;

7.2.2 circumvent, eliminate or limit any security or access-control mechanism of the Services, or attempt to gain unauthorized access to the Services or related systems;

7.2.3 use automated scripts, bots, scrapers or other automated means against the Services in a manner that burdens our systems or interferes with other users’ access, other than authorized programmatic interfaces operated within their documented limits;

7.2.4 disseminate viruses, malware or other harmful code via or in connection with the Services;

7.2.5 reverse engineer, decompile, disassemble or otherwise attempt to derive the source code or underlying ideas of the Services, except to the extent expressly permitted by mandatory applicable law;

7.2.6 resell, sublicense, rent, lease, distribute or otherwise make the Services available to any third party, or use the Services to build a competing service or for the benefit of any third party other than your own internal business operations;

7.2.7 use the Services in connection with content that is unlawful, defamatory, obscene, infringing, harassing or otherwise objectionable, or that promotes discrimination, hatred, violence or illegal activities; or

7.2.8 use mechanisms, instruments or processes (including crypto-mining) that have or could have a negative effect on the operation of devices used by us or the security of the internet.

7.3 If we determine that you are in breach of this clause, we may suspend or terminate your access to the Services with immediate effect, in addition to any other remedies available to us.

8. Intellectual Property

8.1 You acknowledge that the Services and all content, software, technology, models, algorithms, methodologies, signals, reports, hypotheses, dashboards and other materials made available through the Services (collectively, “Our IP”) are protected by copyright and other intellectual property rights. We (or our licensors) own and reserve all right, title and interest in and to Our IP.

8.2 Subject to your compliance with these Terms and timely payment of the applicable fees, we grant you a non-exclusive, non-transferable, non-sublicensable, revocable license, during your Subscription Term, to access and use the Platform for your internal business purposes. No other rights are granted by implication, estoppel or otherwise.

8.3 You may not reproduce, modify, distribute, publicly display or create derivative works of any part of the Services or the outputs of the Services other than for your internal business use, save where expressly permitted by us in writing or by mandatory applicable law.

8.4 You agree that any suggestions, ideas, feedback, recommendations or other information you provide to us in relation to the Services may be used by us without restriction or compensation to you.

9. Confidentiality

9.1 “Confidential Information” means any non-public information disclosed by one party to the other in connection with the Services that is identified as confidential or that a reasonable person would understand to be confidential, including pricing, the Platform’s non-public features and roadmaps, Customer Data, and the contents of reports and signals delivered through the Platform.

9.2 Each party shall (i) use the other party’s Confidential Information solely for the purpose of performing or exercising rights under these Terms; (ii) protect it with at least the same degree of care it uses to protect its own confidential information, and in no event less than a reasonable degree of care; and (iii) not disclose it to any third party, except to its employees, contractors and professional advisors who have a need to know and who are bound by confidentiality obligations no less protective than those set out here.

9.3 Confidential Information does not include information that the receiving party can demonstrate (a) is or becomes generally known to the public without breach of these Terms; (b) was lawfully known to the receiving party without restriction prior to disclosure; (c) is received from a third party without restriction; or (d) was independently developed without use of the disclosing party’s Confidential Information.

9.4 The receiving party may disclose Confidential Information to the extent required by law or by a competent court, regulator or arbitral tribunal, provided that, where lawful, it gives the disclosing party prompt notice and a reasonable opportunity to seek a protective order.

10. Disclaimer; No Outcome Guarantee

10.1 The information published on the Website is provided for general informational purposes only. We make no representations or warranties as to the accuracy, completeness or suitability of any information on the Website for any particular purpose.

10.2 WE MAKE NO REPRESENTATION, WARRANTY, OR GUARANTEE AS TO THE RELIABILITY, TIMELINESS, QUALITY, SUITABILITY, AVAILABILITY, ACCURACY OR COMPLETENESS OF THE SERVICES OR ANY CONTENT, SIGNAL, HYPOTHESIS OR OUTPUT MADE AVAILABLE THROUGH THEM. ALL SERVICES AND OUTPUTS ARE PROVIDED STRICTLY ON AN “AS IS” AND “AS AVAILABLE” BASIS. ALL CONDITIONS, REPRESENTATIONS AND WARRANTIES, WHETHER EXPRESS, IMPLIED, STATUTORY OR OTHERWISE, INCLUDING ANY IMPLIED WARRANTY OF MERCHANTABILITY, NON-INFRINGEMENT OR FITNESS FOR A PARTICULAR PURPOSE, ARE HEREBY DISCLAIMED TO THE MAXIMUM EXTENT PERMITTED BY APPLICABLE LAW.

10.3 In particular, you acknowledge and agree that (i) outputs, signals, hypotheses and recommendations generated by the Platform are based on statistical analysis of publicly observable data and are necessarily probabilistic in nature; (ii) we do not warrant or guarantee that implementing any such output will lead to any specific improvement in search engine rankings, traffic, revenue or any other business outcome; (iii) search engines and third-party websites are operated by third parties whose behavior, algorithms and content are outside our control; and (iv) any decision to act on Platform outputs remains your sole responsibility.

10.4 You acknowledge that the Services may not be available at all times. We may perform planned or unplanned maintenance, and availability may be limited due to power cuts, network failures, third-party failures or force majeure events.

11. Term, Suspension and Termination

11.1 These Terms apply from when you first access the Website or the Platform and continue until terminated in accordance with this clause.

11.2 If you have an active Subscription, you may cancel it through your account settings on the Platform or, where applicable, in accordance with the cancellation procedure stated in your Order. Cancellation takes effect at the end of the then-current Subscription Term and prevents further renewal billing. Already-paid fees are non-refundable except as expressly stated in these Terms or in your Order or as required by mandatory applicable law.

11.3 We may suspend or terminate your access to the Services, in whole or in part, with immediate effect and without liability to you, where (a) you are in material breach of these Terms and, if curable, fail to cure within fifteen (15) days of written notice; (b) any fees are overdue and remain unpaid after notice; (c) we reasonably suspect fraud, abuse, security risk or unlawful use; or (d) we are required to do so by law or by a competent authority.

11.4 We may discontinue any Subscription that is not auto-renewing, or terminate a Subscription for convenience at the end of the then-current Subscription Term, by giving you reasonable prior notice.

11.5 Upon termination of these Terms or of a Subscription, (i) your right to access the Services ceases; (ii) all amounts accrued before termination remain payable; and (iii) any clauses that by their nature should survive (including clauses 6, 7, 8, 9, 10, 12, 13 and 18) survive termination.

11.6 In addition to clause 11.2, for Subscriptions purchased through the online checkout on the Website (and therefore processed by Paddle as our Merchant of Record under clause 4.7), you may submit a refund request according to our Refund Policy.

12. Indemnity

You agree to indemnify, defend and hold us, our agents, affiliates, subsidiaries, directors, officers, employees and applicable third parties (“Indemnified Persons”) harmless from and against any third-party claim, liability, loss and expense (including damage awards, settlement amounts and reasonable legal fees) brought against any Indemnified Person arising out of (a) your or your Authorized Users’ use of the Services; (b) Customer Data or any content you submit to the Services; (c) your breach of these Terms or violation of applicable law; or (d) your infringement of the rights of any third party in connection with the Services.

13. Limitation of Liability

13.1 TO THE FULLEST EXTENT PERMITTED UNDER APPLICABLE LAW, IN NO EVENT SHALL WE BE LIABLE UNDER THESE TERMS FOR ANY CONSEQUENTIAL, SPECIAL, INDIRECT, EXEMPLARY OR PUNITIVE DAMAGES, OR FOR ANY LOSS OF PROFITS, REVENUE, BUSINESS, GOODWILL, RANKINGS, TRAFFIC, DATA OR ANTICIPATED SAVINGS, WHETHER ARISING IN CONTRACT, TORT (INCLUDING NEGLIGENCE) OR ANY OTHER LEGAL THEORY, AND EVEN IF WE HAVE BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

13.2 Our total aggregate liability arising out of or in connection with these Terms and the Services, whether in contract, tort (including negligence) or otherwise, shall not exceed the total fees actually paid by you to us under the Subscription giving rise to the claim during the twelve (12) months immediately preceding the event giving rise to the claim. If no fees have been paid by you, our aggregate liability shall not exceed one hundred United States dollars (USD 100).

13.3 Nothing in these Terms is intended to exclude or limit any liability that cannot lawfully be excluded or limited under applicable law, including liability for death or personal injury caused by negligence or for fraud.

14. Force Majeure

We shall not have any liability for any failure or delay resulting from any condition beyond our reasonable control, including but not limited to governmental action or acts of terrorism, earthquake or other acts of God, epidemics, labour conditions, internet outages, third-party service failures and power failures.

15. Links and Third-Party Services

15.1 The Services may contain links to, or interact with, third-party websites, search engines or other third-party services. Unless expressly stated, these are not under our control.

15.2 We assume no responsibility for the availability, content or behaviour of such third-party websites or services, and disclaim liability for any loss or damage arising out of your reliance on them.

15.3 The inclusion of a link or interaction with any third-party service does not imply any endorsement of it by us.

16. Linking to Our Website

16.1 You may link to the Website, provided you do so in a way that is fair and legal and does not damage our reputation or take unfair advantage of it.

16.2 However, you must not:

16.2.1 establish a link in such a way as to suggest any form of association, approval or endorsement by us, unless otherwise approved by us;

16.2.2 establish a link to the Website from any website that you do not own;

16.2.3 frame the Website on any other site, nor create a link to any part of the Website other than the home page; or

16.2.4 link from any website that contains fraudulent, false, misleading or deceptive information; defamatory, obscene, pornographic, vulgar or offensive content; that promotes discrimination, racism, hatred, harassment or harm toward any third party; or that promotes violence or illegal activities.

16.3 If you contravene this clause, we reserve the right to withdraw linking permission without notice.

17. Updates to These Terms

17.1 We may amend these Terms from time to time, including in response to developments in applicable law, technology or our business operations. The updated version will be published on the Website and will indicate the date of last update.

17.2 For all other use of the Services, the updated Terms take effect upon publication. Your continued use of the Services after publication constitutes your acceptance of the updated Terms.

18. Final Provisions

18.1 These Terms and any non-contractual obligations arising from or in connection with them shall be governed by the laws of Hong Kong, without regard to its conflict of law principles. Any dispute, controversy or claim arising out of or in connection with these Terms, including any question regarding their existence, validity or termination, shall be referred to and finally resolved by arbitration administered by the Hong Kong International Arbitration Centre (HKIAC) under the HKIAC Administered Arbitration Rules in force when the Notice of Arbitration is submitted. The seat of arbitration shall be Hong Kong. The language of arbitration shall be English. The arbitral tribunal shall consist of a sole arbitrator. The award rendered shall be final and binding on the parties.

18.2 Should any provision of these Terms be ascertained as invalid, ineffective or unenforceable, such provision shall be replaced by a provision whose sense and purpose comes as closely as possible to the original. The invalidity of one provision shall not affect the validity of the remaining provisions.

18.3 No failure or delay by us in exercising any right or remedy under these Terms shall operate as a waiver of that or any other right or remedy.

18.4 These Terms, together with any applicable Order and our Privacy Policy, constitute the entire agreement between you and us in relation to the Services and supersede all prior agreements, representations and understandings on that subject.

18.5 We may assign, delegate or transfer our rights or obligations under these Terms to an affiliate or in connection with a merger, reorganization, sale of equity or assets, or other change of control of our business. You may not assign or transfer your rights or obligations under these Terms without our prior written consent.

18.6 Notices to us may be sent to the contact details published on the Website. Notices to you may be sent to the email address associated with your account or used for your Order.

Statistical Inference Limited

Business Registration No. 77024809

Legal Address: Office Room Number 68, 7F Woon Lee Commercial Building, 7 Austin Ave, Tsim Sha Tsui, Kowloon, Hong Kong