MidwifeX® Privacy Policy

Last updated: 6 November 2026

1. Our Commitment to Privacy

MidwifeX Ltd ("MidwifeX", "we", "our", "us") is committed to protecting your personal data and respecting your privacy in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and applicable healthcare data standards.

MidwifeX Ltd, registered in England and Wales, company number 16311780, registered office 7 Leveson Crescent, Codsall, Wolverhampton, England, WV8 1FG. ICO registration reference ZC293994. For privacy enquiries, contact privacy@midwifex.ai.

2. Information We Collect

We may collect and process the following data:

Account Information: Name, email address, login credentials
Profile Data: Pregnancy details (e.g. due date, trimester, history)
Health Data: Information you voluntarily provide related to pregnancy and maternity
Pregnancy Education Session Data: Notes, chat transcripts, session summaries, and recordings (if applicable)
Usage Data: App interactions, features used, timestamps
Technical Data: Device type, operating system, IP address, browser type

3. Special Category Data (Health)

Pregnancy and maternity data is classified as special category data under UK GDPR.

We process this data only:

With your explicit consent
To provide personalised pregnancy education and services
For safeguarding
To improve service quality and safety

You may withdraw your consent at any time.

4. How We Use Your Data

We use your data to:

Provide AI-assisted pregnancy education and education sessions with registered midwives
Deliver personalised pregnancy content
Enable pregnancy education sessions and communication
Maintain safety, safeguarding, and service quality
Improve and evaluate platform performance
Comply with legal and regulatory obligations

5. Session recordings

If you agree when booking, your pregnancy education session may be recorded on Zoom for quality assurance and safety. Recording is optional: you can book without agreeing, and you can withdraw your agreement at any time, including at the start of the session. Recordings are held by our video provider, Zoom, are available only to authorised MidwifeX staff, and are deleted automatically after 30 days unless we need to keep a recording to deal with a complaint, safeguarding concern or legal claim. Our lawful basis is your explicit consent (UK GDPR Articles 6(1)(a) and 9(2)(a)). When you agree, we record the date and the wording you agreed to. You can withdraw at any time by emailing privacy@midwifex.ai or by telling the midwife at the start of the session (an option in the app's booking details is coming soon). We will then not record, or will delete any recording already made.

6. AI & Automated Processing

MidwifeX uses AI-assisted features to provide responses and guidance.

AI responses are generated by a language model guided by our safety rules and reviewed reference material; they are general education, not medical advice.
AI does not replace professional medical advice
Your data is not used to train public AI models
Some responses may include references to external medical sources

7. Data Sharing

We do not sell your personal data.

We may share data only with:

Google Cloud – hosts our servers and database in London, UK (europe-west2)
Google Firebase – app sign-in and account authentication
OpenAI – processes the questions you ask the AI pregnancy guide to generate answers; your data is not used to train OpenAI's models
Zoom – video education sessions and, only if you agree, session recordings
Zoho – email (booking confirmations and support)
Netlify – hosts our public website
Apple and Google – app distribution and in-app payments
The registered midwife delivering your education session (if applicable)
Regulatory authorities where required by law

8. International Data Transfers

Our servers and database are located in London, UK. Some providers, including OpenAI, Zoom and Google Firebase, may process data in the United States. Where this happens, transfers are protected by the UK International Data Transfer Addendum or the UK Extension to the EU–US Data Privacy Framework, as applicable.

9. Data Storage & Security

We implement industry-standard security measures, including:

Encryption (in transit and at rest)
Access controls and authentication
Secure cloud infrastructure

Access to data is limited to authorised personnel only.

10. Data Retention

We retain your data only for the following periods:

Data	Retention period
Account and pregnancy profile	Until you delete your account (deleted within 30 days of your request, except records we must keep by law)
AI pregnancy guide conversations	12 months after your last message, or sooner if you delete your account
Session notes (topics covered and any signposting)	8 years after the session, for safeguarding and to respond to complaints or legal claims
Session recordings	30 days (longer only for a complaint, safeguarding concern or legal claim)
Booking and payment records	6 years (tax and accounting)

You may request deletion of your data at any time.

11. Your Rights

Under UK GDPR, you have the right to:

Access your personal data
Request correction or deletion
Withdraw consent
Request data portability
Restrict or object to processing
Lodge a complaint with the Information Commissioner’s Office (ICO)

12. Children & Safeguarding

MidwifeX is not intended for users under 16.

We implement safeguarding measures to protect users where health-related interactions occur.

13. Changes to This Policy

We may update this Privacy Policy periodically. Material changes will be communicated via the app or email.

14. Contact

For privacy-related enquiries:

MidwifeX Ltd
Registered in England and Wales, company number 16311780
Registered office: 7 Leveson Crescent, Codsall, Wolverhampton, England, WV8 1FG
ICO registration reference: ZC293994
Email: privacy@midwifex.ai