Last updated on January 16, 2024

While we work with you to cherish your memories, we are committed to protecting your privacy. This Privacy Policy (“Policy”) explains why we collect data, what we do with the data, and your rights and choices regarding your personal data.

When you use our mobile application (“App”), access our website at (“Website”), or interact and communicate with us through our online or social media channels, this Policy applies to you. For the purposes of this policy, we refer to all these points of contact with you as our services (“Services”).

To remain transparent about how we use your personal data, we will inform you when there are significant updates to the Policy. This policy was last updated on January 16, 2024.

Collected Information

Collected information: Personal Identification Data: We may collect personal identification data such as your name, email address, phone number, and other information you voluntarily provide when registering on the Website or filling out forms.

Non-Personal Identification Data: We may collect non-personal identification data such as browser type, IP address, and other technical information about your use of the Website.

Use of Information

Use of Information:

Identification Data:

When you use the App, we collect your name and a unique user code that we provide to you to enable you and your contacts to link your Apps; your device ID to identify you as one of our users. We may also collect your email address to allow you to create an account with us.

Personal Information (username, profile picture, etc.): You may choose to submit a cover photo, profile picture, username, date of birth, and other information about your relationship to customize your own profile.

We may use this data to improve the level of personalization of the App and the relevance of the content for you and your contacts. This information is not required to use the app.

Activity Information:

When you use the App, we collect your created memories to share these responses and your progress with you and your contacts if you have chosen to link your App; information about when you link with your contacts so we can share your progress with you.

You may also choose to share photo or video material, for which you can give us permission to access your camera or photo album.

We never read or see any of the answers, photos, or partner notes you provide to questions; these are only seen by you or your partner if you have linked your App.

While the content of your text or photo answers is never read, the titles of user-created elements (such as memories and events) may be visible to us in some of our systems. This is so we can let your contacts know that you created that specific element. Please note that we cannot identify you based on these user-created titles or any other related personal information.

Only after we have anonymized your activity information (so it can never be used to identify you or anyone else), can we use it in research conducted in collaboration with our academic partners to develop a scientific understanding of how My Heartspace can help safeguard your precious memories. This is further explained in our section on sharing with our academic partners.

Demographic Information:

We may offer you the option to provide demographic information so we can provide you with relevant recommendations and customize the content in the App. Where we do this, we collect personal data such as age, gender, preferences, interests, and lifestyle information.

If you choose to provide us with information to customize the content in the App, which may be considered special category data such as your sexual orientation, race or ethnicity, or health information, we have done so based on your consent, and you have agreed that this will be processed in accordance with this policy. You can withdraw your consent at any time by deleting your preferences or contacting us at the email address provided at the end of this policy.

Only after we have anonymized your demographic information (so it can never be used to identify you or anyone else), can we use it in research conducted in collaboration with our academic partners to develop a scientific understanding of how My Heartspace can help alleviate loss. This is further explained in our section on sharing with our academic partners.

Usage Information:

When you use the Services, we collect your responses to surveys so we can improve the Services we offer; information about the time you spend and the activities you undertake in the App to better understand your needs and preferences and improve the user journey and experience; your IP address to know your general location so we can manage the security of our platforms; and your device ID and email address so we can communicate with you (via email or push notifications) about the activities you undertake as part of the Services.

Support Information: When you use the Services, we collect your email address when you contact us for support so we can respond; information about your device so we can understand and resolve technical issues that may arise with our platforms, and other personal data you provide about yourself when you contact us for support or general inquiries.

Marketing Information: When you use the Services, we collect your email address so we can deliver offers and promotions that may be of interest to you. We may use personal data to promote our own products and services, including sending information about My Heartspace updates and features, our newsletter. We may combine your data with data we receive from our advertising partners to send you personalized marketing communications based on criteria, including your interactions with our content, items you view in the app, and information you provide to us about yourself in your profile.

Technology Information:

When you use our Services, we collect and store certain information through the use of technologies such as device identifiers, pixels, and cookies (as further explained in our Cookie Policy). These technologies track information about you and allow us to:

(i) Remember you when using your computer or device, so we can personalize your user journey.

(ii) Advertise our Services to you and other relevant audiences.

If we need your consent for these activities, the request for your consent will be included as part of the information provided in our cookie banner or notice displayed when you first access our Services or when we first engage in these activities.

Protection of Information

Protection of Information: We take reasonable measures to protect your personal information from unauthorized access, disclosure, or alteration. We employ industry-standard security protocols and technologies.

Sharing of Information

Sharing of Information: We will not sell, rent, or trade your personal information to third parties unless you explicitly consent or unless required by law.


Cookies: Our Website may use cookies to enhance your experience. You can choose to reject cookies or set alerts to receive cookies when they are sent.

Access and Control

Access and Control: You have the right to request access to your personal information we store and to correct any inaccuracies.

Data Retention

Data Retention: We are committed to safeguarding your memories, and to ensure their preservation, we will retain your data for up to five years beyond your passing, provided you have granted consent.

If you have granted consent for your data to be shared with your loved ones, we will periodically send reminders to them, encouraging them to download your data. These reminders are designed to help ensure that your cherished memories are not lost and can continue to be treasured by those you hold dear.

If you have any questions about this privacy policy, you can contact us at [email protected].