Privacy policy
Last updated: 3 October 2026
Florence is a baby sleep tracker for parents and carers. This policy explains what we collect, why, who helps us process it, how long we keep it, and how you can download or delete it. The short version: we collect as little as we can, we never sell your data, and we never show ads.
Who we are
Florence ("we", "us") is the data controller for the personal data described here. Contact us about anything in this policy at [email protected].
Who Florence is for
Florence is for adults (18 and over) caring for a baby or young child. It is not designed for, or directed at, children, and children should not create accounts. Because the data you record is about a child, we treat it with extra care, following the principles of the UK ICO's Age Appropriate Design Code: data minimisation, no profiling for advertising, no selling, and private-by-default settings.
What we collect
| Data | Why |
|---|---|
| Your email address, and a display name if you choose one. If you sign in with Google or Apple, we receive your email and name from them. | To create your account, sign you in, and let your partner see who logged what. |
| Your child's first name (optional), date of birth and photo (optional). | Date of birth drives the age-based sleep predictions. Name and photo personalise the app. |
| Sleep records: nap and night start and end times, night wakings and any notes you add. | The core of the app: showing your baby's sleep and predicting the next one. |
| Household membership and invite codes. | To sync the same data between you and the other carers you invite. |
| A push notification token for your device. | To send reminders and tell you when your partner logs something. |
| AI coach messages (only if you use the coach). | To answer your questions and keep your conversation history. |
| Usage events, app version and device type (only if you agree). | To understand which features help. Off until you say yes; you can change your mind any time (see below). |
| Crash reports: the error, app version and device type, with an anonymous id. No names, birth dates or sleep times. | To find and fix bugs. Always on, because it keeps the app working. |
| Feedback you send, including the annotated screenshot. | To fix the problem you reported. |
We do not collect your location, contacts, advertising identifiers or health records, and we do not record your screen.
If you use Florence without an account (local-only mode), your data stays on your device and none of the account, sync or coach data above reaches us.
Our lawful basis
We process account, child and sleep data because it is necessary to provide the service you asked for (contract). We only collect usage analytics if you agree (consent), and you can withdraw that at any time with the same switch. Crash reports and feature flag checks rely on our legitimate interest in keeping the app working and rolling out changes safely; they use an anonymous id and never your name, email or your child's details. We only use the AI coach with your explicit opt-in (consent), which you can withdraw by no longer using it.
The AI sleep coach
The coach is optional. When you ask it a question, we send the AI model provider your question, your conversation so far, your child's first name and age in months, and summary statistics about recent sleep (for example average wake windows and nap totals). We never send the raw sleep log, your email address or your notes. Requests go through OpenRouter to the underlying model provider, and we do not permit them to train models on your data. The coach is not medical advice.
Who processes data for us
| Provider | What for | Location |
|---|---|---|
| Supabase | Database, sign-in, sync and file storage (photos, feedback screenshots) | UK or EU region |
| PostHog | Crash reports, feature flags, feedback you send and (if you agree) product analytics, via our own proxy | EU |
| OpenRouter and the model provider it routes to | AI coach answers (only if you use the coach) | May be outside the UK |
| Google Firebase Cloud Messaging | Delivering push notifications | May be outside the UK |
| Cloudflare | Hosting this website and the web app | Global network |
| Google and Apple | Optional sign-in, and app distribution | May be outside the UK |
Each provider only processes data on our instructions under a data processing agreement. Where data leaves the UK, we rely on UK adequacy regulations or the UK International Data Transfer Addendum.
Security
Data is encrypted in transit and at rest by our hosting provider, and database rules restrict each household's data to its members. Florence is not end-to-end encrypted. Our staff do not look at your data except where you ask us to help with a support request.
How long we keep it
We keep your data while your account is active. When you delete your account or household, the server copy is permanently deleted straight away, and removed from our backups within 30 days. Analytics events are kept for up to 12 months. Waitlist emails are deleted when you ask or once we have launched and emailed you.
Download and delete your data
In the app, go to Settings → Data & privacy to export everything as JSON or CSV at any time. Go to Settings → Account to delete your account, or to delete the whole household and every member's data. Share anonymous usage analytics in the same screen turns usage analytics on or off; it starts off until you agree. Crash reports stay on either way.
Cookies and device storage
Florence does not use advertising cookies or trackers, session replay or automatic click tracking. The app stores a random anonymous id on your device so PostHog can group crash reports and decide which features are switched on for you; it is never linked to your account. If you agree to analytics the same id groups your usage events. On the web, until you agree, nothing from PostHog is saved on your device; it is kept in memory only. Sign-in and your sleep data are stored on your device so the app works offline.
Your rights
Under UK GDPR you can ask to access, correct, delete, restrict or move your data, and object to how we use it. Email [email protected] and we will reply within one month. If you are unhappy with our answer you can complain to the Information Commissioner's Office at ico.org.uk.
Changes
If we change this policy in a way that matters, we will tell you in the app before it takes effect. We will never start a new kind of data sharing without asking first.