Privacy Policy

Version 3.1. Last updated 26 October 2026.

This policy explains what Affirmed collects about you, why, who it goes to, how long we keep it, and what you can do about it. We have tried to write it the way we would explain it to you in person.

The short version:

• We collect what you need to give us to use Affirmed, and what you choose to write in it.
• Some of what you write, like your journal and mood check-ins, can say something about your mental health. We only store that if you say yes, and you can change your mind at any time.
• Affirmed is built on AI. To make your tracks, what you type is sent to our AI and voice providers. Because the app cannot work without this, you agree to it before you start, and you can withdraw it at any time. OpenAI does not train its models on what you write.
• We do not sell your data, show you adverts, or track you across other apps and websites.
• You can download everything we hold, delete parts of it, or delete your account, from Settings.

1. Who we are

Affirmed is run by AFFIRMED.IO LTD, a company registered in England and Wales (company number 16175895), at 20 Wenlock Road, London, England, N1 7GU.

We are the "controller" of your personal data, which means we decide how it is used and we are responsible for looking after it.

• Email: info@affirmed.io
• ICO registration number: ZC253373

We have not appointed a Data Protection Officer, because the law does not require one for a business of our size and type. Questions about your data go to info@affirmed.io, or to privacy@affirmed.io, the data protection contact on our ICO registration. Both are answered by the founder.

2. Who can use Affirmed

You must be 16 or older to use Affirmed. We ask your age before you create an account and do not let anyone younger continue.

If you are 16 or 17, the law treats you as a child for privacy purposes, and we give you stronger protection by default:

• We never ask you to agree to marketing or usage analytics.
• We do not switch reminders on for you in advance.
• We explain things in plainer words.
• We never nudge you towards sharing more.

If you think someone under 16 has created an account, tell us at info@affirmed.io and we will delete it.

3. What we collect

3.1 Your account

• Your name, email address and password. We store the password as a one-way scrambled version we cannot read.
• If you sign in with Apple or Google, the name and email address they share with us, and an identifier that links your account to theirs.
• Your age, or your date of birth, to check you are 16 or over. When you delete your account we clear this and keep only a record that the check happened.
• Your country and time zone, so reminders arrive at the right time and we show helplines for where you are.

3.2 What you tell us to personalise Affirmed

• The areas of life you want to focus on, how you want to feel, why you came to Affirmed, and how often you want to use it.
• Your voice, soundscape and content preferences.
• Your playlists, favourites, downloads and listening history (what you played and for how long).

3.3 What you write and track

• Things you create: the words you type to make an affirmation, meditation or visualisation, the scripts that come back, and the finished audio and artwork.
• Your identity statement and your answers to the self-discovery questions it is written from.
• Your journal: check-ins, gratitude notes, reflections and anything you write freely.
• Mood check-ins, including any notes you add.
• Habits you are building or breaking, your reasons, your progress, and your daily routine.
• Daily promises: the one thing you said you would do the next day, the time you set for it, whether you wanted a notification, and whether you kept it.
• Weekly summaries, including the short recap written for you each week.
• Messages to Seva, our AI guide (see section 5).
• Support messages you send us.

3.4 Sensitive information

Your journal, mood check-ins, gratitude notes, the habits you are breaking and why, and your identity and self-discovery answers can reveal things about your mental or physical health. UK data protection law calls this special category data and gives it extra protection.

We also treat anything you type into a creation, and anything you say to Seva, as sensitive, because you may well write about your health there too.

We only process this information with your explicit consent (see section 6). Saying no to storing it does not stop you using the rest of Affirmed.

3.5 Subscriptions and credits

• Whether you have a subscription, which plan, and when it renews or ends.
• When you cancel a subscription, and when we sent you a notice about it (see section 14).
• Your creation credits: how many you were given or bought, and what type of creation each one was spent on (for example "a meditation"). It never records what the creation said.

You pay through Apple or Google. We never see or store your card details. Apple or Google hold your payment details, and Adapty, which manages subscriptions for us, holds a record of your purchases.

3.6 Technical information

• Sign-in records: when you sign in, whether it worked, the method you used (email, Apple or Google), your device type and app version. This protects your account from people guessing passwords.
• Playback records: when audio starts, finishes or fails, so we can fix playback problems.
• When you last opened the app: one time and your device type (iPhone, Android or web), replaced each time you open Affirmed. It says nothing about what you did in the app. This is how we know how many people are using Affirmed.
• Usage records, only if you said yes to product analytics: which step of a feature you reached, for example that you opened Create Affirmation and whether you got as far as making a track. We keep the name of the step, how long it took you to get there, your device type and app version. We never keep what you wrote, chose or made - not your brief, not your affirmations, not your topic. This is how we find the places where people get stuck. If you said no, nothing is recorded at all, and if you are 16 or 17 we never ask.
• AI usage records: which AI feature ran for your account, how much it used and what it cost. These never contain what you wrote.
• Error reports: when something goes wrong, what failed, your device type, app version, browser or device details and the screen you were on. We remove what you typed before an error is saved.
• Push notification token: a code from Apple or Google that lets us send notifications to your device.
• Free preview record: before you have an account, onboarding makes you a free affirmation and visualisation. To stop the free preview being taken again and again, we keep a record against your phone of how many were made and played, and the tracks themselves so you get them back if you return. So that nothing you tell onboarding is lost before you sign up, we also keep your answers with it (your name, age, what you want to change and why, and the choices you made). We only start keeping them once you have agreed to "Use AI on my content". We never store your phone's ID itself, only a scrambled code made from it that cannot be turned back into the ID, plus a scrambled code of your internet connection. When you create an account, the record is linked to it, your answers and tracks move into your account, and our separate copy of them is deleted.

3.7 What we do not collect

We do not use your microphone, camera, location, contacts or health app data. We do not use any advertising or tracking tools, and we send nothing about you to an outside analytics company such as Google Analytics, Mixpanel or Facebook. The usage records described above are our own: they stay in our systems, they only exist if you said yes, and they never contain anything you wrote.

4. How we use it, and our legal reasons

UK data protection law says we must have a legal reason, called a lawful basis, for everything we do with your data.

Where we rely on legitimate interests, we have checked that our reason does not override your rights. You can object to it (section 10).

5. AI in Affirmed

AI is how Affirmed makes things personal to you, so we want to be precise about it.

5.1 What AI does

With your permission, we use AI to:

• write the script for your personalised affirmations, meditations and visualisations, and rewrite it when you remix a track
• give each track a title and choose the scene for its cover artwork
• turn a finished script into spoken audio, in the voice you pick
• write your identity statement from your self-discovery answers, and the short read-back of those answers
• write affirmations for a habit from its name, your reasons and your identity statement
• write your weekly recap
• suggest a starting plan and first tracks during onboarding
• let Seva, our AI guide, reply to you and suggest where in the app to go next
• run a safety check on what you type (section 5.4)

Seva is an AI, not a person, a therapist or a medical professional. Seva tells you this before your first conversation.

What is made with AI. Every affirmation, meditation, visualisation and breathwork track in Affirmed, including the ones in the library, is made with AI: the script is written by AI, the voice is an AI voice and the cover artwork is made by AI. Affirmed Music songs are made with AI too. Ambient sounds and soundscapes are not. We tell you this here and in our Terms rather than marking each track.

If anything made by AI, including a reply from Seva, seems offensive, harmful or wrong, tell us through Report a problem in Settings, or email info@affirmed.io. Your report reaches our support team with the track, or the conversation, attached.

5.2 Who the AI providers are and what they receive

Your mood check-in notes are never sent to an AI provider. The mood you pick can be included when you ask for a meditation or visualisation, so the script fits how you feel.

Both providers act only on our instructions, under a data processing agreement.

• OpenAI does not use what we send to train its models. It keeps it for up to 30 days to detect abuse, then deletes it.
• ElevenLabs does not use what we send to train its models, because we have turned that off on our account. Each script and its recording stay in our ElevenLabs account only while your track is being made: we delete them within two hours.

Nobody's voice is cloned. Every voice in Affirmed is a stock voice licensed from ElevenLabs. We never record your voice.

5.3 Why AI is required

Everything Affirmed makes for you is written by AI, so the app cannot work without it. That is why we ask you to agree to "Use AI on my content" before you start, separately from everything else, with the box unticked. We check it on our servers, not just in the app.

You can withdraw it at any time in Settings, Data & Privacy. If you do, we stop sending your words to AI straight away, and you will not be able to use Affirmed until you turn it back on. The same screen lets you download everything or delete your account first. Your wellbeing content choice is separate and stays optional.

5.4 The automatic safety check

Before some things you write are saved or sent, including journal entries, creation requests, Seva messages and remix edits, an automatic check at OpenAI looks for a small set of harmful content: hate, threats, sexual content involving children, graphic violence and instructions for violence.

If it finds any, that text is not saved or sent and you are asked to change it. It does not block you writing about difficult feelings, including self-harm. It does not build a profile of you, and no one at Affirmed reads its results. If you think it got something wrong, tell us.

In the journal, when you have agreed to "Use AI on my content", the same check also looks for clear signs that you may be in danger right now. If it finds them, the journal stops asking you questions, keeps what you have written, and shows you support lines for your country instead. Nothing is recorded about this and no one at Affirmed is told. The journal is not an emergency or health service, and it is not a replacement for one.

5.5 Decisions made without a person

Affirmed does not make decisions about you that have a legal or similarly significant effect. The safety check can stop a piece of text being saved, or end a journal entry early to show you support lines. Your subscription status decides whether you can create tracks. Mood-based suggestions come from fixed lists we write, not from AI. The journal's actions are also a fixed list we write: AI can choose one for you, but never writes one.

6. Your choices

When you start using Affirmed we ask you, separately, about each of these:

You can change any of these at any time in Settings, Data & Privacy, in as many taps as it took to agree. When you withdraw a consent, we stop that processing from then on and offer to delete the data it covered. Withdrawing does not make what we did before unlawful.

We keep a record of every choice you make and when, so we can show what you agreed to.

7. Who else handles your data

We do not sell your personal data or share it for advertising. We share it only with the companies below, which work for us under contract, only as far as they need to, and never for their own purposes.

Separately, Apple and Google provide sign-in, the app stores, in-app payments and notification delivery to your device. For those parts they act under their own privacy policies.

We may also share information if the law requires it, to respond to a valid request from a court, regulator or the police, or to protect someone's safety. If Affirmed is ever sold or merged, your data would move to the new owner under this policy, and we would tell you first.

8. Transfers outside the UK

Some of the companies above are based in, or store data in, the USA or the EU. When your data leaves the UK, we make sure it stays protected in one of these ways:

• the receiving country is recognised by the UK as protecting data properly, as the EU is
• the company is certified under the UK Extension to the EU-US Data Privacy Framework
• we sign the UK's approved contract terms with the company (the International Data Transfer Agreement, or the UK Addendum to the EU Standard Contractual Clauses)

Ask us at info@affirmed.io for more detail.

9. How long we keep it

When you delete your account, it is scheduled for deletion and you have 7 days to change your mind. After that it is erased, including your files at our storage provider and your subscription profile at Adapty. Deleting your account does not cancel a subscription; cancel that in your App Store or Google Play settings.

A few records have to outlive your account. We keep them for 6 years and strip them down to the minimum: payment records (tax law), your consent history, a record of your data requests, and a note that your age check happened. None of them contain anything you wrote.

9.1 After you cancel

Affirmed needs an active subscription, so when yours ends you cannot open anything in the app, including the tracks you made. We do not delete anything because a subscription ends. Your creations and the rest of your information stay on your account, locked, so they are all there if you subscribe again.

They are kept until you delete them or delete your account, as in the table above. We do not delete an account because it has had no subscription for a while.

You can download everything, or delete it, at any time from Settings, Data & Privacy, with or without a plan. If your plan has ended, the screen that asks you to subscribe still lets you do both. Deleting your account does not cancel a subscription; cancel that in your App Store or Google Play settings.

10. Your rights

You have the right to:

• access your data. Download a full copy yourself from Settings, Data & Privacy: a complete machine-readable file and an easy-to-read version. Audio and artwork files are not in the download, so email us if you want them.
• correct data that is wrong. Most of it you can edit in the app.
• delete your data. Delete particular types of data, or your whole account, from Settings, Data & Privacy.
• move your data to another service (portability), using the download above.
• restrict how we use your data, for example while you dispute whether it is accurate.
• object to what we do on the basis of legitimate interests.
• withdraw consent at any time, in Settings.

For anything you cannot do in the app, email info@affirmed.io. We may need to confirm it is you. We reply within one month, and we will tell you if a complex request needs longer (up to two more months). It is free.

If you are unhappy with how we have handled your data, please tell us first so we can put it right. You also have the right to complain to the Information Commissioner's Office (ico.org.uk, 0303 123 1113). If you live in the EU, you can complain to your local data protection authority.

11. What stays on your device

So Affirmed works offline and opens quickly, some of your data is also kept on your phone:

• your sign-in token, in your device's secure storage (Apple Keychain or Android Keystore)
• a copy of your habits, journal and drafts, mood history, goals, routine, reminders, identity answers, gratitude statements, the affirmations and other tracks you have made, your favourites, your playlists and your settings, held in a database on your phone that is encrypted and readable only by Affirmed
• downloaded audio
• the affirmation text and habits shown in home screen widgets and on Apple Watch, if you use them

The recovery tools (such as urge and craving logs and accountability contacts) are kept only on your device and are never sent to us.

When you log out, we first try to save any changes that have not yet reached your account, then clear your information from the device. If you are signed out automatically, for example because your sign-in has expired, unsaved changes may remain securely on your device until you sign back in. If another person signs in first, your information is cleared before they can access the app. When you delete your account, your information is also cleared from the device. Anyone who can unlock your phone may be able to open Affirmed, so you can turn on an app lock in Settings, which uses Face ID, Touch ID or your fingerprint. Your face and fingerprint are checked by your phone and never reach us.

Permissions we ask for: notifications (reminders), Face ID or fingerprint (app lock and private habits), photos (to save an affirmation image to your phone), and alarms (so reminders arrive on time). You can turn any of them off in your phone's settings.

12. Cookies and similar technology

The Affirmed app does not use cookies. The web version uses your browser's storage only for things it needs to work, such as keeping you signed in and remembering your settings. We use no advertising or analytics cookies, so we do not ask you to accept any.

13. Keeping your data secure

• Everything travelling between the app and our servers is encrypted (HTTPS).
• Your audio and images can only be opened through links that expire after a day, and we only give those links to you.
• Your sign-in token is kept in your phone's secure hardware storage.
• Passwords are stored in a form we cannot reverse.
• Repeated failed sign-ins are locked out.
• You have to prove it is you, with your password or a fresh Apple or Google sign-in, before downloading your data or deleting your account.
• Only named people at Affirmed can access our systems, and only to run and fix the service. We do not read your journal or check-ins.
• Before launch we carried out a data protection impact assessment of how Affirmed handles your data, and we review it at least once a year.

No system is completely secure. If a breach puts your data at risk, we will tell the ICO within 72 hours where the law requires it, and tell you without undue delay if it is likely to cause you real harm.

14. Emails and notifications

We send service emails you need: password resets, confirmation of a new email address, a warning to your current address when someone asks to change your email or password, and messages about deleting your account. The only marketing we send is the offer in a cancellation notice, described below. We only send marketing if you say yes, and never to anyone under 18.

When you cancel a subscription, we send you one notice by notification and email to say when your plan ends, and one more three days before it does. It only mentions our My Creations plan, a cheaper plan that keeps your own tracks playing, if you have agreed to hear about offers and are 18 or over. Otherwise it simply tells you when your plan ends. We keep a record of each notice we send, so you never get the same one twice, until you delete your account.

Notifications include reminders you set up, your weekly summary, news that a track is ready, and occasional announcements about the app. You can turn notifications off in the app or in your phone's settings.

15. Changes to this policy

When we change this policy we update the version number and date at the top. If a change is significant, we will tell you in the app or by email before it takes effect. If a change affects something you agreed to, we will ask you again rather than assume you agree.

16. Contact us

AFFIRMED.IO LTD 20 Wenlock Road, London, England, N1 7GU info@affirmed.io