Privacy Policy
Last updated: 1 July 2025
1. Who we are
Maternally is a perinatal mental health platform for mothers across the Gulf. We provide evidence-based mental health screening, support, and care navigation for mothers during pregnancy and the postpartum period. Maternally is operated by Maternally Wellbeing Services Limited, a company registered in the United Kingdom, which is the data controller responsible for your personal data. Contact: privacy@maternally.care
2. What data we collect
We collect: • Account data: email address, encrypted password • Health data: mood scores, assessment results (EPDS, GAD-7, PHQ-9), care plan tasks • Profile data: first name (optional), pregnancy stage, gestational age • Usage data: app interactions, session timestamps • AI companion: conversation content (encrypted at rest) • Device data: device type, operating system, app version All health data (PHI) is encrypted using AES-256-GCM. We never collect government ID, financial data, or precise location.
3. How we use your data
We use your data to: • Provide and personalise the Maternally app experience • Calculate clinical assessment scores and risk levels • Enable your care team to provide appropriate support • Send wellness reminders and notifications (with your consent) • Detect and respond to safety crises • Improve our platform (anonymised, aggregated data only, with your consent) We do not sell your data. We do not use your data for advertising. Ever.
4. Who we share data with
We share data only with: • Your assigned care team (clinicians, care managers) within the Maternally platform • Service providers who process data on our behalf under signed Business Associate Agreements (BAAs): cloud hosting, email delivery, SMS delivery • Emergency services if there is imminent risk to life — this overrides all privacy settings We do not share data with insurers, employers, pharmaceutical companies, or data brokers.
5. HIPAA compliance
Maternally is designed to comply with the Health Insurance Portability and Accountability Act (HIPAA). We implement: • End-to-end encryption of all Protected Health Information (PHI) • Audit logging of all PHI access • Minimum necessary access controls • Signed BAAs with all vendors who process PHI • Automatic session timeout • Secure password requirements We treat all health data as PHI regardless of whether HIPAA technically applies to your jurisdiction.
6. Data retention
• Account and health data: retained for 7 years from last activity (clinical records standard), then securely deleted • AI companion conversations: retained for 2 years, then deleted • Audit logs: retained for 6 years (HIPAA requirement) • Anonymised research data: retained indefinitely (if you have consented) You may request deletion of your account and all associated data at any time by emailing privacy@maternally.care. Deletion is completed within 30 days.
7. Your rights
You have the right to: • Access all data we hold about you • Correct inaccurate data • Delete your account and all data • Withdraw consent for research data use • Opt out of push notifications and SMS • Request a copy of your data in a portable format • File a complaint with your data protection authority Exercise any of these rights by emailing privacy@maternally.care or using the settings in the app.
8. Cookies and tracking
We use only essential functional cookies required for the app to work (authentication session). We do not use advertising cookies, third-party tracking pixels, or analytics cookies without your explicit consent. We use privacy-first analytics (no personal identifiers) to understand aggregate usage patterns.
9. Children
Maternally is not intended for use by persons under 18. We do not knowingly collect data from minors. If you believe a minor has created an account, contact us immediately at privacy@maternally.care.
10. Changes to this policy
We will notify you by email and in-app notification at least 30 days before making material changes to this policy. Continued use of the app after the effective date constitutes acceptance of the updated policy.
11. Contact
Data Protection Officer Maternally Wellbeing Services Limited privacy@maternally.care For urgent safety concerns: safety@maternally.care