01 / Scope
Who this policy is for
This policy applies to the Nova Baby app ("Nova"), the website at getnovababy.com, the Nova waitlist and support interactions. The data controller is Studio Next Ltd., 8 Elstree Gardens, Belvedere DA17 5DN, United Kingdom.
Nova is a caregiver-facing baby tracker. It is not directed to children and children should not create accounts or use the service independently. We nevertheless recognise that a parent or other caregiver enters information relating to a baby. We treat that child-related information with particular care. Nova is a tracking and informational tool, not a medical device, and it does not provide diagnosis or medical advice.
Nova is available to people around the world. UK data protection law, including the UK GDPR, applies to Studio Next Ltd. Other local privacy laws may also give you rights depending on where you live.
02 / Data map
Information we handle
Baby profile and activity log
You may enter a baby's name, date of birth, optional due date and activity events such as sleeps, feeds, pumping, nappies, potty use, solids, temperature, medicine notes, tummy time, baths and growth. An event can include its type, time, duration and details relevant to that event, such as feeding side or quantity.
The baby profile and activity log are stored locally on your phone: in Nova's App Group container on iPhone and in the app's private storage on Android. This supports the timeline and available on-device features. Device backups may include local app data according to your platform and backup settings.
Import and export
If you import a CSV file, Nova reads the file you select to create local events. If you export, Nova creates a CSV containing your log. You decide where that exported file goes through your phone's sharing controls. Anyone or any service you share it with will handle that copy under their own privacy practices.
Optional shared log with other caregivers
On iPhone and Android, you can choose Settings > Sharing > Share with your partner to create or join a shared log for a baby who has been born. Each caregiver uses their own signed-in account. Up to six caregivers can share a log. Supabase stores the shared baby's profile, including name, birth date and optional due date, and saved activity entries, including their details and subsequent edits or deletions. Members can view this information, keep a local copy, add, edit or delete entries, and edit the shared profile. Every member can invite or remove other members; there are no separate owner or read-only roles.
We store each member's account-linked membership and optional display name. The display name is visible to the other members. For each accepted change to an entry, the server also records which member last saved it, including a deletion. This writer attribution is not currently displayed to members. When someone leaves, is removed or deletes their account, their membership and optional display name are removed and the server clears references to them as an entry's writer; the entries themselves remain for the other members.
Invite codes are single-use and expire after seven days. Creating a new code or cancelling an invite invalidates that member's previous code; leaving or removal also cancels their open invites. Supabase stores a hash of the code and its expiry, and keeps failed invite-attempt records for rate limiting, purging attempts more than an hour old the next time that account tries to redeem a code. The share-invite message includes the baby's name when one is set, the code and app store links. Share it only with someone you want to give access to the log.
When joining, you can choose to add this phone's existing entries to the shared log or remove them from this phone and use the shared log. The shared profile becomes this phone's profile. Saved entries sync while Nova is open and connected; offline changes wait until the app reconnects. A running feed is shared only after it is saved. Shared Log does not share pregnancy journals, Assistant conversations, settings or alerts. Account-linked cloud backup remains a separate feature, and a member's backup or export may contain their copy of the shared records.
Optional account and cloud backup
Nova works without a permanent account. If you choose Sign in with Apple or Google where available on your platform, we receive an authentication identifier and any name or email information that the provider makes available under your provider choices. Supabase provides authentication and maintains the session needed to attach data to your account. Sharing requires a signed-in account; basic local logging does not.
For signed-in users, Nova can keep an optional Supabase cloud backup containing the complete baby profile and full event log. The backup is an account-linked recovery copy. Signing out leaves that backup attached to the account so it can be restored after signing in again.
Emails from Nova
If you sign in, we may email the address your sign-in provider shares with us: a short guide when your baby reaches a new stage, and a few tips in your first weeks. To write them we use your first name where the provider shares it, the baby's name and age stage from your cloud backup, the language the app is showing, and whether the backup shows a logged sleep, a shared log and how recently it changed. Resend delivers the emails and receives your email address and the content of each email. We do not track opens or clicks.
Every email has an unsubscribe link, which also lets you choose English or Portuguese. We store that choice and a record of which emails were sent, so that none is sent twice.
Assistant and AI Patterns
When you ask Nova Assistant a question, your question, recent conversation turns, the baby's name and age context, and relevant log context are sent online through a Supabase Edge Function to Anthropic. Context can include daily summaries and a limited selection of recent event types, dates, times, durations, quantities and other event details needed to answer the question. The service also processes authentication and usage-limit records.
When AI Patterns is available under your entitlement, Nova can generate a whole-history narrative. It sends the baby's name and age context plus derived summaries and statistics about tracked days, sleep, feeding and other event patterns through Supabase to Anthropic. A generated Patterns result is cached locally for up to seven days before refresh. These AI features process data online only through an explicit user action; they are not required for basic logging.
Optional connection to your own AI assistant
If you use an AI assistant such as Claude or ChatGPT, you can connect your Nova account to it and ask it about your baby's sleep. You start the connection from the assistant, sign in on getnovababy.com with the Apple or Google account you use in Nova, and see what the assistant will be able to read before you choose Allow. Nothing is shared with an assistant unless you allow it.
A connected assistant can ask Nova's server for the baby's name, date of birth, due date and age; sleep entries with their times and length, where the baby slept and how long they took to fall asleep; sleep totals and averages worked out from those entries; the next predicted sleep window; and temperature, humidity and light readings if you have a Nova Room. The server reads these from your cloud backup and your Nova Room readings. A connected assistant cannot read feeds, nappies, notes, the pregnancy journal or Nova Assistant conversations, and it cannot add, change or delete anything. The sign-in token it holds includes your account's email address.
What the assistant asks and what Nova answers go to the company that provides the assistant. That company handles them under its own terms and privacy policy as an independent controller; we do not control what it keeps or how it uses it. Supabase runs the sign-in and the server. We keep a record of which assistants your account has connected, when each was first and last used, and a request count for rate limiting; we do not log the answers. When you first connect an assistant, our server records one event in PostHog saying that an assistant of that kind, for example Claude, was connected. It carries an identifier derived from your account, is not linked to your app analytics profile, and is recorded even if app analytics is switched off.
You can disconnect an assistant at any time in Nova under Settings > AI assistants; it loses access from its next request. Disconnecting does not erase what the assistant's provider has already received.
Product analytics and diagnostics
Product analytics are enabled by default and can be switched off at any time in Nova Settings. PostHog receives a pseudonymous app-profile identifier, replaced with a new random one when you delete logged activity. It also receives product interactions such as onboarding, logging, import, Assistant, purchase and Village actions, and application lifecycle and error or diagnostic information collected by its SDK. PostHog is configured to use its EU host. RevenueCat also sends PostHog Nova Plus subscription events (a subscription or free trial starting, a free trial converting or being cancelled, a renewal and a cancellation); while analytics is on they are linked to the same pseudonymous identifier, and switching analytics off removes that link.
While analytics is on, PostHog session replay also records how Nova's screens are used in a sample of app sessions: a picture of the app screen, taken about once a second while it changes, and where the screen is touched. Before a picture leaves your device, Nova covers all text, typed input, images and system pickers, so a recording shows layout, colours, chart shapes and taps, not the baby's name or photo, your notes, the text of logged events or Assistant conversations. Recordings are stored on PostHog's EU host for 30 days under the same pseudonymous identifier. Switching analytics off in Settings stops session replay too.
We advertise Nova on Instagram and Facebook. To learn which adverts lead to installs, the iOS app includes Meta's software development kit. While analytics is on, it tells Meta that Nova was installed and opened, and when a Nova Plus purchase or free trial starts, along with technical details such as the device model, operating system version, language, time zone, app version and IP address, and an identifier the kit creates for the installation. Nova does not send your device's advertising identifier and does not send Meta the baby name, logged events, notes or anything else you enter. Switching analytics off in Settings stops this too.
Nova does not send the baby name or the contents of logged events to PostHog. Custom analytics may include limited measurements about an interaction, such as an event category, duration, count, selected radius, product identifier or whether GPS was used, and coarse app-profile attributes such as the baby's age band, whether history was imported, account type, notification permission and display preferences, but not the underlying baby log text, dates of birth or precise coordinates.
Village
Village is optional. If you join, Supabase stores the display name you provide, the baby's month, city, district label, match radius, cohort membership, meetup proposals and RSVPs. Reports about members or meetup content are sent to our support inbox when you choose the report action.
If you choose location matching, Nova makes a one-shot location request and rounds the coordinate before sending it. Precise coordinates are stored privately in Supabase and used by server-side distance matching until you leave Village, delete the Village profile or replace GPS matching with a manual district. Exact coordinates are not readable by other families and are not displayed in profiles or maps. Village members can see the profile, cohort and meetup information described in the consent screen.
When a Village forms, Nova may hand you off to WhatsApp. Opening or joining a WhatsApp group causes WhatsApp to process information under its own terms and privacy policy. Studio Next does not control WhatsApp's independent processing.
Waitlist, support, purchases and website
If you join the waitlist, Supabase stores the email address you submit, a source label and the submission timestamp. If you email support or submit a Village report, we receive your email address, message, references included in the prepared report and any information you add. Nova Plus is an optional auto-renewable subscription. Apple processes App Store and StoreKit purchases, and RevenueCat manages subscription status for us: it receives the App Store transaction and subscription details (such as the product, price, dates, free-trial and renewal status), a random app user identifier and basic app and device information, and, while analytics is on, the pseudonymous PostHog identifier. Neither RevenueCat nor Nova receives your full payment-card details.
Cloudflare delivers the website and processes normal web request metadata such as IP address, browser or device information, requested URL, timestamps and security signals. The website does not load third-party advertising or analytics scripts.
Nova Room launch list and optional website measurement
Nova Room is a product concept in development. Its launch list is separate from the Nova app waitlist. If you choose to join, we store your email address, signup time and version of the launch-email consent in Supabase, to send the Nova Room launch updates you requested. This is based on your consent. Joining is not a purchase, order or reservation. You can withdraw consent or request deletion by emailing hello@getnovababy.com.
Separately, the Nova Room page asks whether you allow optional measurement. If you allow, we create a random identifier held only in that open page's memory and send the page visit, £59 interest action, timestamps and limited campaign labels (source, medium, campaign and creative) to Supabase. If you then join the list, we link that visit to your signup to measure the offer's performance. We do not use cookies or persistent browser storage for this measurement, and the identifier changes on each page load. Email addresses are kept in the signup table, not sent in page-view or interest events. The application tables do not store full URLs, referrers, ad click identifiers, IP addresses or device fingerprints; Cloudflare and Supabase may still process network metadata in their normal service logs.
This optional measurement relies on your consent and stays off unless you allow it. You can join the launch list without it. Use Measurement choices in the Nova Room footer and choose No thanks to stop future measurement on that page; this does not remove records already sent. Your choice is not saved between page loads. Contact us for deletion of eligible existing signup and linked visit records. We delete visit-level measurement records within 90 days and keep launch-list details only while needed to develop and launch Nova Room, or until you withdraw consent. If the product is abandoned, we delete its launch list.
Nova Clip launch list and optional website measurement
Nova Clip is a product concept in development. Its launch list is separate from the Nova app waitlist. If you choose to join, we store your email address, signup time and version of the launch-email consent in Supabase, to send the Nova Clip launch updates you requested. This is based on your consent. Joining is not a purchase, order or reservation. You can withdraw consent or request deletion by emailing hello@getnovababy.com.
Separately, the Nova Clip page asks whether you allow optional measurement. If you allow, we create a random identifier held only in that open page's memory and send the page visit, £79 interest action, timestamps and limited campaign labels (source, medium, campaign and creative) to Supabase. If you then join the list, we link that visit to your signup to measure the offer's performance. We do not use cookies or persistent browser storage for this measurement, and the identifier changes on each page load. Email addresses are kept in the signup table, not sent in page-view or interest events. The application tables do not store full URLs, referrers, ad click identifiers, IP addresses or device fingerprints; Cloudflare and Supabase may still process network metadata in their normal service logs.
This optional measurement relies on your consent and stays off unless you allow it. You can join the launch list without it. Use Measurement choices in the Nova Clip footer and choose No thanks to stop future measurement on that page; this does not remove records already sent. Your choice is not saved between page loads. Contact us for deletion of eligible existing signup and linked visit records. We delete visit-level measurement records within 90 days and keep launch-list details only while needed to develop and launch Nova Clip, or until you withdraw consent. If the product is abandoned, we delete its launch list.
03 / Purposes
How and why we use information
Our purposes and legal bases depend on the feature and context:
- Provide the app and requested services. We process local logs, account sessions, cloud backups, shared logs and invitations, Assistant requests, AI Patterns, connections to your own AI assistant, purchases and exports to perform our contract with you or take steps at your request.
- Run optional Village and location matching. We process the profile and meetup information you choose to provide to deliver the Village service. Where required, we rely on your consent for precise location processing; you can instead enter a district and can withdraw by leaving Village.
- Improve reliability and understand product use. We use pseudonymous PostHog analytics and diagnostics for our legitimate interests in improving Nova, measuring feature performance, finding errors and preventing misuse. This analytics processing is not described as consent-based. You can object by switching analytics off in Settings or contacting us.
- Measure our advertising. We use Meta's install and purchase measurement for our legitimate interests in understanding which adverts bring people to Nova. You can object by switching analytics off in Settings or contacting us.
- Communicate with you. We use waitlist details with your consent to send the requested launch or beta message, and process support or moderation correspondence to answer your request and pursue our legitimate interests in safe support and community operations. We email signed-in parents stage guides and tips for our legitimate interests in helping you get more from Nova; you can object at any time with the unsubscribe link in every email or by contacting us.
- Protect users and comply with law. We may process records where necessary for security, fraud prevention, dispute handling, legal claims and compliance with legal obligations.
Some entries, such as temperature or medicine records, may be special-category health data under UK GDPR when they reveal health information. Where Article 9 applies to optional cloud backup or online AI processing, our additional condition is your explicit consent under Article 9(2)(a). You give that consent by deliberately choosing sign-in or the relevant AI feature after Nova displays its online-processing disclosure and Privacy Policy link. You can withdraw for future processing by no longer using online AI, deleting the account to stop and remove account-linked cloud backup, and contacting us about eligible records already processed. The same applies when you connect your own AI assistant: you give that consent by choosing Allow on the screen that lists what the assistant can read, and you withdraw it by disconnecting the assistant. Withdrawal does not affect processing that was lawful before it.
We do not sell personal information and do not use baby log contents for advertising.
05 / Lifecycle
Retention, choices and deletion
Where we have not configured a fixed period, we keep information only while it is needed for the purpose described, to provide an active feature, meet legal obligations, resolve disputes or protect security. We review purpose and account status rather than claiming a single period for every record.
Local app data
Your local baby profile and log remain in the app's storage until you remove them through available controls or uninstall the app, subject to device backups that you control. CSV files you export remain wherever you choose to save or share them.
Use Settings > Delete logged activity to remove the local activity log. On iPhone this also removes quarantined event data, the pregnancy journal and cached AI Patterns insights, removes Village data if present, and signs this device out. Android also clears cached import and export files. This action does not delete your account or personal cloud backup. The local baby profile, preferences, subscription and data held independently by providers are not erased by a local activity wipe.
On a sharing phone, a local activity wipe first attempts to leave the shared log for your account, then clears this phone's sharing state and activity. The wipe is not sent as deletions to the other members' shared log. If a connection failure prevents the server from confirming that you left, your membership can remain; sign in again and use Stop sharing or Delete account while connected to remove it.
Stopping sharing and retained copies
Open Settings > Sharing > Share with your partner > Stop sharing to leave. This removes your account's membership across its phones. Each phone stops syncing when it learns that the membership ended and keeps the log already on that phone. Another member can remove you with the same effect. Signing out only pauses sharing on that phone; it does not remove your membership.
Leaving, removal or account deletion cancels your open invitations and clears your server membership, optional display name and writer-attribution links. Entries you contributed remain in the shared log for the remaining members. When the last member leaves or deletes their account, the server deletes the shared baby, its shared events and invitations. This does not remotely erase records already downloaded, exported or backed up by any caregiver. If you want an entry removed for current members while you still have access, delete that entry while sharing and allow it to sync; this cannot recall independent copies.
Delete your Nova account and cloud data
On iPhone or Android, open Nova, go to Settings > Account, sign in to the account you want to remove if needed, choose Delete account and confirm. If you cannot access the app, request account deletion by emailing hello@getnovababy.com with the subject "Nova account deletion" and the email or sign-in provider associated with the account. We may need to verify ownership. Do not send your password, sign-in codes or baby log.
Account deletion removes the Supabase authentication account and account-linked Nova backend rows, including the personal cloud backup, Village profile and membership, account-linked Assistant usage records, and your connections to AI assistants with their records. It also removes your shared-log membership and attribution as described above; entries remain for other members unless you were the last member. Local app data remains on the phone. Records held independently by analytics, email, support, Apple, RevenueCat, Google, WhatsApp or other providers are not automatically erased by the Supabase account deletion. Deleting data or the account does not cancel a Nova Plus subscription; manage or cancel it in the store where you subscribed. Subscription records held by the store and RevenueCat are kept as needed to provide the subscription, handle refunds and meet accounting obligations.
Waitlist and support or moderation messages are kept while needed to deliver the requested communication, handle the matter, maintain safety records and satisfy legal obligations. Contact us if you want us to locate and erase eligible waitlist, support or processor records.
Village and analytics controls
Leaving Village deletes your profile, stored coordinates, membership, your RSVPs and meetups you proposed from the Nova backend. It does not delete the local log, account, cloud backup or analytics records. Choosing a manual district when updating the Village profile clears previously stored GPS coordinates.
Switching analytics off in Settings stops future PostHog capture from Nova on that installation. Resetting the local app identity does not itself erase earlier PostHog records. To request erasure of eligible historical analytics or other processor records, email hello@getnovababy.com and include enough information for us to identify the relevant app profile without sending sensitive log contents.
We may retain limited records after a deletion request where required by law, necessary for security or fraud prevention, or needed to establish, exercise or defend legal claims. We will restrict those records to that purpose.
06 / Global processing
International transfers
Studio Next is based in the United Kingdom, while you and our providers may be elsewhere. Information may therefore be processed in the UK, European Economic Area, United States and other countries where a provider operates. Those countries may have different privacy laws.
Where data protection law requires it, we use an adequacy decision, the UK International Data Transfer Agreement or Addendum, approved standard contractual clauses, or another lawful transfer safeguard. You can contact us for more information about safeguards relevant to your data.
07 / Safeguards
Security
Nova uses local-first storage, encrypted network transport, provider authentication, row-level access controls, restricted service credentials and access limitations designed to reduce unauthorised access. Village coordinates are separated from readable profile data and are used by server-side matching rather than exposed to app clients.
No storage or transmission system can be guaranteed completely secure. Keep your device, Apple or Google account and email secure, install software updates and take care when exporting records, sending an invite code or choosing who can share a log. If we learn of a personal data breach, we will assess and notify affected people and regulators where required.
08 / Your control
Your privacy rights
Depending on where you live and subject to legal limits, you may have rights to request access to your personal information, correct it, erase it, restrict its use, receive a portable copy, object to processing based on legitimate interests and withdraw consent without affecting earlier lawful processing. You may also have the right not to be subject to certain solely automated decisions. Nova does not use your information to make legal or similarly significant automated decisions about you or your baby.
You can exercise several choices directly through export, analytics opt-out, Stop sharing, Village leave, Delete logged activity and Delete account. For anything else, contact hello@getnovababy.com. We may need to verify your request and will respond within the period required by applicable law.
You may complain to the UK Information Commissioner's Office at ico.org.uk. If you live elsewhere, you may also complain to the privacy or data protection regulator that applies in your location. We would appreciate the opportunity to address your concern first, but you do not have to contact us before a regulator.
Children
Nova is not directed to children and we do not knowingly invite children to create accounts or submit information. Caregivers decide what child-related information to record. If you believe a child has provided information directly without appropriate authority, contact us so we can investigate and delete it where appropriate.
09 / Updates
Changes and contact
We may update this policy when Nova's features, providers or legal obligations change. We will post the revised version here, update the effective date and provide additional notice in the app or by another suitable channel when a change is material.
Privacy contact
Studio Next Ltd.
8 Elstree Gardens
Belvedere DA17 5DN
United Kingdom