Copied from their FAQ:
How can you offer SMOTGO for free? What is the catch? Do you plan to commercialize in the future and charge monthly?
SMOTGO is a free service and we intend for it to always be that way. Currently it is privately funded by a shop that uses it 5 days a week. Eventually we hope to find sponsors, advertisers, and possibly some joint ventures. It is our goal to find companies that can bring value to our users and to not have any of this interfere with the use of the site.
How secure is the server/site, and who will have access to my client's private information, should I choose to use SMOTGO?
Let's start with securtiy. The reality is that once information is on a computer, it is never 100% secure. If you pay attention to the news, companies are getting hacked everyday. Big companies, security companies, banks, etc. Just saw in the news today that a credit card processer lost 45 million when someone gained access to their data. I'm guessing that these company spend hundreds of millions of dollars to secure their information. So there is always a risk and we can make no guarantees about the security of your information. Even information on your personal computer is at risk. Having said that, we do take measures to keep the information secure. The server is currently located in a Godaddy data center. We use an encrypted SSL conection, firewall, security updates, ect. If you are not comfortable with the risks, you should not use SMOTGO. As far as privacy goes, we will not knowingly allow personal information to be used for anything unless authorized by you. That includes your personal/shop info and your customers. We may use your email address to contact you as needed. As far as access to the information, anyone working on the SMOTGO program may be able to view the data. We use this program to run our shop. We designed it and we trust it with our customer's info and your info will be treated no differently. We will use some of the repair information to evaluate things. We may look for pattern failures, trending repairs or labor charges by things like year make and model to improve the program and offer more information to you the user. We may use it to make suggestion if we notice certain parts are being sold together. These are features that are just ideas at this point. You also have the option of not entering the customer's info. All that is required is a last name and a tag to create an invoice.
So it seems that their backing company has elected to remain anonymous.
As for customer data, it appears the same as any other cloud-based software, and does not seem to be used for any malicious purposes such as bulk spam to your customers or anything like that.