How The Maternity App handles your data

The Maternity App is operated by Everseed Ventures, based in Calgary, AB, Canada. For privacy questions, write to team@maternity.app.

We collect data in three buckets:

• Account & profile. Your email, name, the babies you add, their date of birth (or due date), and your preferences (language, units).
• Tracker entries. Everything you log in the ten trackers, diapers, feeds, kicks, sleep, growth, vaccines, symptoms, medications, allergies, solids , including timestamps, notes, and any free-text you add. This data is health-sensitive and we treat it accordingly.
• Sophie conversations. Your messages to Sophie and her replies, plus the tracker context Sophie used to answer.

We also collect basic diagnostic data, device type, app version, error logs, so we can keep the app running. We do not use fingerprinting trackers, and no advertising tool of any kind receives your trackers, your Sophie conversations, your OB reports, your pregnancy status, or anything about your children. For the one advertising measurement tool we do use, and exactly what it receives, see advertising measurement.

We use your data only to:

• Provide the trackers, Sophie, and the OB report.
• Sync your data across your devices and to co-caregivers you invite.
• Generate the OB-shareable PDF when you ask for one.
• Send essential account emails (billing receipts, security alerts) and optional product emails you can unsubscribe from.
• Investigate and fix bugs, prevent abuse, and meet our legal obligations.

Sophie’s replies are generated by large language models we license from third-party providers. To answer your question, we send the model your message and the relevant tracker context. Sophie’s reply comes back to your device.

You can turn Sophie off entirely from Settings → Privacy. Doing so doesn’t delete past Sophie messages, use the data deletion flow below for that.

We use the same kind of models on our side of the app to draft the material everyone reads and hears — blogs, guides, the week-by-week pregnancy updates, Sophie’s Minis and their synthetic narration, the artwork, and the Spanish and Portuguese translations. Our team reviews that content before it is published. See how our content is made in the Terms.

That library is written for everyone using the app, from general sources — not from your tracker entries or your conversations with Sophie. Nothing you log becomes part of what another mom reads.

We share data only:

• With co-caregivers you invite to a baby’s data. They see the same trackers you do; you stay in control of who’s invited.
• With vendors that operate parts of the service for us (hosting, subscription management via RevenueCat alongside the Apple App Store and Google Play, AI model providers, email delivery, error monitoring). Each vendor is under a data processing agreement that limits use to running the service.
• With your healthcare provider, only when you share the OB report PDF directly with them. We don’t deliver it on your behalf.
• When required by law or to protect safety , e.g. responding to a valid legal request or to prevent serious harm.

Most people find The Maternity App through ads. To know which ads are worth paying for, we use Meta’s advertising tools on our website and inside the app. This is the only advertising technology we use, and we want to be exact about what it does and doesn’t receive.

What Meta receives from us:

• That an app was installed, that an account was created, that a free trial started, and that a subscription was purchased, along with the amount paid.
• Advertising identifiers used to connect those events to an ad you saw. On iPhone, the identifier that personally identifies your device is only used if you tap “Allow” on Apple’s tracking prompt. If you decline, we still count the purchase, but Meta can only measure it in aggregate.
• On our website, page views and clicks on the download buttons.

What Meta never receives: anything you track or write in the app. Not your pregnancy status, your due date, your week of pregnancy, your symptoms, your medications, your Sophie conversations, your OB reports, or any information about your children, including their names, ages, or health. None of it is sent, and none of it is used to target ads.

This restriction is enforced in our code, not just stated here: the app can only send Meta a fixed list of approved events, and any other information is discarded before it leaves your device.

You can limit this at any time. On iPhone, Settings → Privacy & Security → Tracking controls whether apps may request your device identifier. On Android, Settings → Privacy → Ads lets you delete or opt out of your advertising ID. In your browser, an ad or tracker blocker will stop our website measurement, and Meta’s own ad preferences let you control how your activity is used. Opting out never changes what the app does for you.

We keep account & profile data for as long as your account exists. When you delete your account we remove your personal data within 30 days, subject to short legal holds (e.g. billing records, kept for 7 years).

Tracker entries are treated as health-sensitive. After deletion they’re removed from primary storage within the same window and aged out of backups within 1 year.

Inactive accounts (no sign-in for 3 years) receive a warning, then are deleted unless you sign back in.

Tracker entries are encrypted in transit and at rest. Access is gated by role-based controls inside our infrastructure, audited on each release, and limited to the engineers who need it to run the service. We’ll notify affected users without undue delay if we ever experience a personal data breach.

Depending on where you live, you may have rights under GDPR/UK-GDPR, PIPEDA (Canada), CCPA (California), or similar laws, to access, correct, export, restrict, or delete the data we hold about you, and to object to certain processing.

You can:

• Export your trackers and Sophie history from Settings → Privacy → Export.
• Delete individual trackers, your Sophie history, or your whole account from the same screen. See delete your data for step-by-step instructions, what is removed, and what we are required to keep.
• Reach a human for any other privacy request at team@maternity.app. We respond within 30 days.

The platform is for adults aged 18 and over, but the trackers exist to record information about babies and young children. We treat that data with extra care. We never show ads inside the platform, we never use a child’s data to target advertising, and we don’t allow a child’s data to be transferred or sold to anyone outside your invited co-caregivers. The advertising measurement described in advertising measurement receives nothing about your children.

Our hosting and AI model providers operate primarily in Canada and the United States. When data moves across borders, we use mechanisms recognized under PIPEDA and the GDPR (Standard Contractual Clauses where applicable) to protect it.

We update this policy when our practices change. Material updates are flagged in the app and emailed to you at least 14 days before they take effect.

Privacy questions, data subject requests, or DPO matters: team@maternity.app. For general support, see /help.