Privacy Policy

Last updated: October 7, 2026

This Privacy Policy describes how Fenton Fire Equipment Ltd. ("Fenton Fire", "we", "us", or "our") collects, uses, discloses, and protects personal information through our website at www.fentonfire.com and our online marketplace for fire apparatus and related equipment (together, the "Marketplace").

Fenton Fire is responsible for the personal information collected through the Marketplace. Our new marketplace platform is built and hosted using Base44, which along with other service providers may process personal information on our behalf as described below. Information we collect may be processed through Base44 even before the new platform's public launch date, including while we build, test, and migrate data to the new platform. The Base44-related provisions of this policy apply to all such processing at any time.

1. Information We Collect

Information You Provide

Account information: When you register for an account, we may collect your name, email address, phone number, company name, and account credentials.

Inquiries and messages: When you inquire about a listing or use our messaging features, we may collect your name, email address, phone number, company name, and the content of your communications.

Verified Buyer program: If you apply for verified-buyer status, we may collect your name, contact information, purchase history, vehicle types of interest, anticipated purchase timeline, financing needs, budget range, and, where you choose to provide it, information or documentation used to verify available funds or purchasing ability.

Sell and consignment tools: If you list equipment with us, we may collect your name, contact information, company information, equipment details, photographs, documents, and location information relating to the equipment.

Valuation and appraisal tools: If you use our appraisal or valuation tools, we collect the vehicle and equipment information you provide and, where applicable, your email address if you request results or follow-up.

Saved searches and alerts: If you save a search or subscribe to alerts, we collect your email address and search criteria.

Transactions: For completed sales and transactions, we may maintain records such as invoices, bills of sale, buyer and seller names and contact information, vehicle descriptions, transaction information, and related business records.

Phone calls and communications: When you contact us by telephone, we may collect your telephone number, call times and duration, and, where applicable, information about the call or communications for customer-service, business, security, and record-keeping purposes.

Text messages (SMS): If you opt in to text messages, we may collect your mobile phone number, the content of messages you exchange with us, and delivery- and carrier-related information, as described in the "Text Messages (SMS)" section.

Information Collected Automatically

We may automatically collect technical and usage information, including IP address, browser type, device information, pages visited, time spent on the Marketplace, referring pages, and similar log information.

We may also use cookies and similar technologies as described below.

Where you are signed in, certain usage and activity information may be associated with your account.

2. How We Use Your Information

We use personal information to:

  • operate, maintain, secure, and improve the Marketplace;
  • create and manage user accounts;
  • respond to inquiries and facilitate communication between buyers and sellers;
  • verify buyers and support listing, sale, invoicing, and consignment workflows;
  • provide saved-search alerts and other communications you request;
  • send you text messages you have requested or consented to receive;
  • provide valuation, appraisal, and related tools;
  • personalize and improve Marketplace functionality;
  • detect, investigate, and prevent fraud, abuse, unauthorized access, and other prohibited activity;
  • analyze usage trends and administer the Marketplace;
  • maintain business, accounting, tax, and transaction records; and
  • comply with applicable legal obligations.

We do not sell or rent your personal information.

We do not sell or share your personal information for cross-context behavioral advertising.

3. AI-Assisted Features and AI Model Training

Some features of the Marketplace use artificial intelligence, including valuation and appraisal tools that may generate AI-assisted estimates based on information you provide.

AI-assisted estimates are informational only and are not guarantees of value. Fenton Fire may review, verify, modify, or supplement AI-assisted results using its own knowledge and other information.

Base44 and AI Processing

When Base44 processes personal information submitted through the Marketplace to provide Fenton Fire's services, it acts as a processor on Fenton Fire's behalf, subject to the restrictions in its Data Processing Addendum, which limits its and its subprocessors' use of personal information to providing the services and to fully anonymized or aggregated uses.

Separately, Base44's applicable terms may permit certain uses of Customer Data for its own service-improvement and AI-training purposes, depending on the applicable plan and agreement. Under its published policies, workspace data on non-Enterprise plans may be used by Base44 for purposes that include training AI models. Fenton Fire's current plan does not include the AI-training exclusion available with Enterprise plans, and Base44 does not currently provide Fenton Fire with a per-app opt-out from this use.

Fenton Fire will configure and use the platform's services in accordance with the agreements and privacy settings applicable to our account.

Because AI and other platform technologies may change over time, we recommend that you avoid submitting sensitive personal information that is not reasonably necessary for the Marketplace feature you are using.

For more information about Base44's privacy practices and data processing, see Base44's privacy and security documentation, Base44's Trust Center, and Base44's Data Processing Addendum.

4. Service Providers and Hosting

We use service providers to help us operate and support the Marketplace.

Base44: provides application hosting, database infrastructure, authentication, storage, AI functionality, and other platform services. It may process personal information on our behalf in accordance with its applicable terms and data-processing agreements, and states that its platform is supported by SOC 2 Type II and ISO 27001 security certifications (see Base44's Trust Center).

Other service providers: We may use third-party providers for services such as payment processing, communications, text messaging delivery, email delivery, analytics, security, infrastructure, document processing, and other services necessary to operate the Marketplace.

These service providers may access or process personal information only as reasonably necessary to provide their services to us or as otherwise permitted by applicable law.

If you access the Marketplace from outside the United States, your personal information may be transferred to, stored in, and processed in the United States and other countries where our service providers operate.

5. Sharing and Disclosure

We do not sell or rent your personal information.

We may disclose personal information:

  • to service providers and contractors that help us operate, secure, maintain, and improve the Marketplace;
  • to other Marketplace users when reasonably necessary to facilitate an inquiry, transaction, listing, or other interaction that you initiate or participate in;
  • when you choose to provide or disclose your contact information to another buyer, seller, or Marketplace user;
  • to comply with applicable law, court orders, subpoenas, or enforceable governmental requests;
  • to investigate or enforce our Terms of Use or other agreements;
  • to protect the rights, property, safety, or security of Fenton Fire, our users, or the public; or
  • in connection with a merger, acquisition, financing, sale of assets, reorganization, or other transfer of all or part of our business, subject to appropriate confidentiality and legal protections.

We may also disclose information when reasonably necessary to prevent fraud, security incidents, illegal activity, or misuse of the Marketplace.

User-posted content: Information you post in public areas of the Marketplace or transmit to other users is displayed and transmitted at your own risk. If you delete content you have posted, copies may remain viewable in cached or archived pages, or may have been copied or stored by other users, and we cannot control or retrieve those copies.

6. Cookies and Similar Technologies

We use cookies and similar technologies to:

  • keep you signed in;
  • maintain account and security functions;
  • remember preferences;
  • understand how the Marketplace is used;
  • improve Marketplace performance and functionality; and
  • support analytics and similar operational purposes.

You can control or delete cookies through your browser settings. Disabling certain cookies may cause some Marketplace features to function improperly.

7. Data Retention

We retain personal information for as long as reasonably necessary to:

  • provide and maintain the Marketplace;
  • provide the services you request;
  • maintain business and transaction records;
  • comply with legal, tax, accounting, and regulatory requirements;
  • resolve disputes;
  • enforce our agreements; and
  • protect our rights and the security of the Marketplace.

When personal information is no longer reasonably required for these purposes, we may delete, anonymize, or otherwise dispose of it in accordance with our policies and applicable law.

Certain information may remain temporarily in backups or other systems after deletion. Where information must be retained because of a legal obligation or dispute, we will limit its use to the applicable purpose.

8. Your Choices and Privacy Rights

Depending on where you live and applicable law, you may have rights regarding your personal information, including the right to:

  • know what personal information we collect and how it is used;
  • request access to or a copy of personal information we maintain about you;
  • request correction of inaccurate personal information;
  • request deletion of personal information, subject to applicable exceptions and legal retention requirements;
  • opt out of marketing communications at any time, including by email or by replying STOP to any text message we send you;
  • appeal a decision regarding a privacy request where applicable; and
  • receive equal treatment for exercising privacy rights provided by law.

To exercise an applicable privacy right, contact us using the information in the Contact Us section.

We may need to verify your identity before completing certain requests. We will respond within the timeframe required by applicable law.

If you are not satisfied with our response, you may have the right to appeal our decision or contact the Attorney General or other privacy regulator applicable to your state.

9. Sensitive Personal Information

We recommend that you do not submit sensitive personal information unless it is reasonably necessary for the service you are using.

For certain Marketplace services, including buyer verification or financial verification, you may voluntarily provide information or documentation relating to your ability to complete a purchase.

We use such information for the purpose for which it was provided and limit access to authorized personnel and service providers who reasonably require it to perform the applicable service.

You should not submit Social Security numbers, government identification numbers, passwords, complete bank-account credentials, or other highly sensitive information through a general Marketplace message unless specifically requested through an appropriate Fenton Fire process.

10. Text Messages (SMS)

If you subscribe to or opt in to text messages, we may send you text messages related to your account activity, inquiries, saved-search alerts, and other communications you have requested, and, where you have consented, promotional offers. Message frequency varies. Message and data rates may apply according to your wireless plan.

You may opt out of receiving text messages at any time by replying STOP to any message we send you, or by contacting us as described in the Contact Us section. For help with text messages, reply HELP.

When you exchange text messages with us, we collect your mobile phone number, the content of your messages, and delivery-related and carrier data necessary to send messages and keep records of our communications with you. We retain this information as described in the Data Retention section.

We do not sell your text messaging originator opt-in data or consent to third parties for marketing purposes.

11. Security

We maintain reasonable technical, administrative, and organizational safeguards designed to protect personal information from unauthorized access, use, alteration, disclosure, or destruction.

Our hosting platform uses security measures including encryption and access controls and states that its platform is supported by SOC 2 Type II and ISO 27001 certifications (see Base44's Trust Center).

No method of transmission or storage is completely secure, and we cannot guarantee absolute security.

If we determine that a security incident requires notification under applicable law, we will provide notice and take other required actions.

12. Children's Privacy

The Marketplace is intended for adults and is not directed to children under 18.

We do not knowingly collect personal information from children under 13. If you believe that a child has provided personal information to us, please contact us and we will take appropriate steps to delete the information where required by applicable law.

13. Changes to This Policy

We may update this Privacy Policy from time to time.

When we make changes, we will post the updated Policy on this page and update the Last updated date. Where required by law, we will provide additional notice of material changes.

14. Contact Us

If you have questions about this Privacy Policy, our handling of personal information, or wish to exercise an applicable privacy right, contact:

Fenton Fire Equipment Ltd.
720 Cambria St., Suite #1
Portage, PA 15946
1-866-310-2077
sales@fentonfire.com