Privacy Policy

1. Who We Are

Mind & Bump is operated by Assert Equals Ltd, a company registered inEngland and Wales (company number 12145602), with its registered office at 128 City Road, London, United Kingdom, EC1V 2NX. Assert Equals Ltd is the data controller for personal data collected through the Mind & Bump app and website.

If you have any questions about this policy or how we handle your data, contact us at care@mindandbump.com.

2. Information We Collect

We collect only the information necessary to provide the Mind & Bump experience:

• Account data — your email address, collected when you create an account, used solely for authentication.
• Pregnancy data — your due date, used to tailor affirmation cards to your trimester. This is stored locally on your device and, if you are signed in, synced to your account so it persists across devices.
• App preferences — notification time, language, audio settings, and saved favourites. Stored locally and optionally synced to your account.
• Usage and diagnostic data — anonymised analytics (pages visited, features used) and crash reports. This data cannot be used to identify you. On this website, analytics cookies are only set after you accept them in the cookie banner; you can change your choice at any time via the “Cookie settings” link in the footer.
• Website analytics & advertising cookies (website only) — on our marketing website, with your consent, Google Analytics and Google Ads cookies measure how the site is used and show you relevant advertising (including remarketing). These are only set after you accept them in the cookie banner; you can reject or change your choice at any time via the “Cookie settings” link in the footer. These cookies are not used in the app.
• Subscription data — your subscription status and purchase history, managed by Apple or Google. We do not receive or store your payment card details.
• Audio generation data — if you use the audio feature, the text of your daily affirmation is sent to ElevenLabs to generate narration. No personally identifying information is included in this request.

3. How We Use Your Information

• To create and manage your account
• To personalise your affirmation cards based on your trimester
• To send daily notification reminders if you have enabled them
• To restore your preferences and favourites across devices
• To process and manage your subscription
• To monitor app stability and fix crashes
• To improve the app based on anonymised usage patterns
• To respond to support requests

We do not sell your personal data. We do not use your app data for advertising. On our marketing website, with your consent, we use Google Analytics and Google Ads cookies to measure traffic and show relevant advertising; you can reject or withdraw this at any time via the cookie banner.

4. Legal Basis for Processing (UK GDPR)

Where UK GDPR applies, we rely on the following legal bases:

• Contract — processing your email address and account data is necessary to provide the service you signed up for.
• Legitimate interests — anonymised analytics and crash monitoring help us maintain and improve the app. These interests do not override your rights.
• Consent — notification reminders are only sent if you have granted permission. You may withdraw this at any time in your device settings. Website analytics and advertising cookies are also set only after you accept them in the cookie banner, and you may withdraw this consent at any time.
• Legal obligation — we may process data where required to comply with applicable law.

5. Third-Party Services

Mind & Bump uses the following third-party processors to operate. Each is bound by a data processing agreement and operates under its own privacy policy:

• Clerk (US) — account authentication and management
• RevenueCat (US) — subscription and purchase management
• ElevenLabs (US) — text-to-speech audio generation
• PostHog (US/EU) — anonymised usage analytics
• Sentry (US) — crash and error monitoring
• Google (US) — website analytics (Google Analytics 4) and advertising/remarketing (Google Ads), loaded via Google Tag Manager
• Apple / Google — app distribution and payment processing

6. International Data Transfers

Some of the third-party services listed above are based in the United States. When your data is transferred outside the UK, we ensure appropriate safeguards are in place, including Standard Contractual Clauses approved by the UK Information Commissioner's Office (ICO) or equivalent transfer mechanisms. By using Mind & Bump, you acknowledge that your data may be processed in countries outside the UK.

7. Data Retention

• Account data — retained for as long as your account is active. Upon deletion, account data is removed within 30 days.
• Local device data — stored on your device and deleted when you uninstall the app.
• Analytics and crash data — anonymised and retained per the policies of PostHog and Sentry respectively. This data cannot be linked back to you.
• Website analytics & advertising data — retained per Google's policies. Set only with your consent and cleared if you withdraw it.

8. Security

All data transmitted between the app and third-party services uses HTTPS encryption. Data stored on your device is encrypted using your device's secure storage. Account credentials are managed by Clerk, which employs industry-standard security practices. While we take reasonable steps to protect your data, no method of electronic transmission or storage is completely secure.

9. Your Rights

Under UK GDPR, you have the following rights regarding your personal data:

• Access — request a copy of the personal data we hold about you
• Rectification — request correction of inaccurate data
• Erasure — request deletion of your data (“right to be forgotten”)
• Restriction — request that we limit how we process your data
• Portability — receive your data in a structured, machine-readable format
• Objection — object to processing based on legitimate interests
• Withdraw consent — withdraw consent at any time where processing is consent-based

To exercise any of these rights, contact us at care@mindandbump.com. We will respond within 30 days. You also have the right to lodge a complaint with theUK Information Commissioner's Office (ICO) at ico.org.uk.

10. Children's Privacy

Mind & Bump is not directed at children under the age of 13. We do not knowingly collect personal data from anyone under 13. If you believe a child under 13 has provided us with personal data, please contact us and we will delete it promptly.

11. Cookies & Tracking (Website)

This marketing website (mindandbump.com) uses essential cookies necessary for the site to function. We also use Google Tag Manager to load Google Analytics and Google Ads. These run under Google Consent Mode v2 with all storage defaulting to denied — no analytics or advertising cookies are set until you choose Accept in the cookie banner. If you Reject, only essential cookies are used. You can change your choice at any time via the “Cookie settings” link in the footer. For more on how Google uses this data, see Google's privacy & advertising policies.

12. Changes to This Policy

We may update this Privacy Policy from time to time. If we make material changes, we will notify you via email or an in-app notice before the changes take effect. The “Last updated” date at the top of this page reflects the most recent revision. Continued use of the app after changes are posted constitutes acceptance of the updated policy.

13. Contact

For any privacy-related questions or to exercise your rights, contact us at: