Privacy policy

Last updated: 13 November 2026

Who we are

Dearbump Limited ("Dearbump", "we", "us") is a UK company and the data controller for the personal information described here. Company Number: 11217852. Registered Office: Suite G04, 1 Quality Court, Chancery Lane, London, WC2A 1HR, United Kingdom.

If you have any questions about this policy or your information, email us at hello@dearbump.com.

What this policy covers

This policy covers the Dearbump website, the free pregnancy support plan quiz, Box Drops, our emails, and the Dearbump app, including chat with our midwives.

What we collect

Information you give us

Your name, email address and, if you choose to give it, your phone number.
Your postal address, if we send you a box.
Where you are right now: trying for a baby, pregnant, or your baby is here.
Your pregnancy details, such as your due date, how many weeks pregnant you are, or your baby’s date of birth.
Your answers to the plan quiz, such as the kind of support you’d like and what you worry about most.
The messages you send our midwives in the app.
Optional details such as your age range, postcode and preferences. If you choose to tell us your sex or ethnicity, we only use them for anonymised research.

Information you add in the app

What you log: how you’re feeling, symptoms, notes, weight, exercise, sleep and medications.
Your appointments, checklists, birth plan and bump photos.
How your pregnancy ended, if you tell us, including a birth or a loss.
After the birth, your baby’s details, such as their name, date and time of birth, weight, and what you log for them (feeds, nappies, sleep, health checks, vaccinations and milestones).

Some of this, such as bump photos, stays only on your phone. The rest is saved to your account so you don’t lose it if you change phone.

Your cycle, if you’re trying for a baby or use the period tracker

The dates of your periods and how long your cycle usually is.
Pregnancy test and ovulation test results, your temperature and your discharge, if you log them.

This stays on your phone only. We never send it to our servers, our email provider or our analytics, and our midwives can’t see it unless you tell them in a chat. The fertile days, test dates and cycle stages the app shows are worked out on your phone. Logging out of the app or deleting it removes this information, and we can’t get it back for you.

The one thing saved to your account is that you’re trying for a baby (not your cycle), so the app and our emails fit where you are.

If you sign in with Apple or Google, they share your name and email address with us. If you add a partner, they only see what you choose to share with them. Your chats, moods and notes are always private to you.

Information collected when you use the website

If you accept cookies, we collect information about how you use the website, such as the pages you visit, your device and browser type, and your approximate location from your IP address. See our cookie policy.

When you sign up for a box or a plan, we also note how you found us: the website or link that brought you to Dearbump (for example, a search engine or an ad) and the first page you visited. We use this to see which ways of finding us work best.

Information collected when you use the app

We collect information about how the app is used, such as which screens are opened and which features are used, along with your device type and app version. We use this to fix problems and make the app better, and we don’t use it to show you adverts.

Health information

Your pregnancy details, the fact that you’re trying for a baby, what you log in the app (including your cycle), your baby’s details, your quiz answers about symptoms and worries, and your messages to our midwives are health information. The law gives this extra protection.

We only use it with your explicit consent, to give you support that fits where you are: your plan, week-by-week guidance, midwife chat, the right box and relevant emails. You can withdraw your consent at any time by emailing us. This won’t affect anything we did before you withdrew it.

If your pregnancy ends in a loss and you tell us, we stop all pregnancy updates and reminders for that pregnancy.

How we use your information

To provide our services: your plan, the app, midwife chat and Box Drops. We rely on our contract with you and, for health information, your explicit consent.
To send you emails you’ve asked for: your plan, Box Drop updates and Dearbump news. We rely on your consent, and every email has an unsubscribe link.
To send you notifications in the app: only if you switch them on. You can switch them off at any time in your phone’s settings.
To send you offers from brands we work with: only if you tick the box to say yes. We send these ourselves.
To understand how people use the website and the app and improve them: using analytics cookies on the website only if you accept them, and anonymised, combined figures.
To keep our services secure and prevent fraud or misuse: we rely on our legitimate interests.
To meet our legal obligations.

Who we share it with

We never sell your information. We share it only with service providers who work for us, under contracts that only let them use it to provide their service, and with others where the law requires it, or as part of a sale or merger of our business, in which case your information stays protected by this policy.

Our service providers are:

Crisp: midwife chat messages.
RevenueCat: managing Premium subscriptions. It receives an account ID and your subscription status, never your card details.
Apple and Google: app stores, payments, notifications, and sign-in if you use it.
MongoDB and Amazon Web Services: storing your account and app data.
Omnisend: email. It receives your name, email address and the stage you’re at (trying for a baby, pregnant or after the birth), never your cycle or what you log.
Vercel: website hosting, and anonymous visitor counts for the website (no cookies).
Google: Analytics on the website, only if you accept cookies.
Mixpanel: app analytics.
Our delivery partners: posting boxes.

Payments in the app are taken by Apple or Google. We never see your card details.

We don’t share your details with partner brands. If you’ve said yes to partner offers, we send those offers to you ourselves. If we ever want to share your details with a brand, we’ll ask you first and tell you exactly which brand.

Transfers outside the UK

Some of our service providers store information outside the UK. When they do, we make sure it has the same level of protection, for example through the UK’s approved contract terms.

How long we keep it

Contact, pregnancy and app details: up to 3 years after you last used Dearbump.
Midwife chat records: 7 years, in line with professional record-keeping requirements.
Health information: anonymised after 5 years.

You can ask us to delete your information sooner.

Deleting your account

You can delete your account in the app (Menu, then Delete my account) or by emailing us. This deletes your account and everything saved to it. Midwife chat records are the exception: we keep them for 7 years, as above, because midwives must keep records of the advice they give. Deleting the app from your phone doesn’t delete your account, but it does remove anything kept only on your phone, such as your cycle and bump photos. If you have Premium, cancel it in your App Store or Google Play settings too.

Your rights

You have the right to:

Get a copy of the information we hold about you.
Ask us to correct it.
Ask us to delete it.
Ask us to limit how we use it, or object to how we use it.
Ask for it in a format you can take elsewhere.
Withdraw your consent at any time, including for partner offers.

To use any of these rights, email hello@dearbump.com. We’ll reply within one month.

Complaints

If you’re unhappy with how we’ve handled your information, please tell us first. You can also complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.

Age

Dearbump is for adults. You must be 18 or over to use our services.

Changes to this policy

If we make important changes, we’ll update this page and the date at the top, and tell you by email where it’s appropriate.