Privacy policy

Last updated: 17 October 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.
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 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.

Health information

Your pregnancy 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, 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.

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 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 improve it: using analytics cookies 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. These include Omnisend (email), Vercel (website hosting), Google (Analytics, only if you accept cookies), Mixpanel (app analytics), Stripe (app payments) and our delivery partners for boxes.
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.

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 and pregnancy 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.

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.