Privacy & Terms

Privacy Policy

Last updated: August 7, 2026

Mature Masculinity ("we," "our," or "the app") is committed to protecting your privacy. This policy explains what data we collect, why, and how we handle it.

We built this app to be as respectful of your data as it is of your time. We collect the minimum necessary to deliver a personalized experience and we never sell your information.

Data We Collect

Information you provide

• Account data: Your name and email address (if you create an account for cross-device sync)
• Optional profile details: Age range, gender, relationship status, work status, religion or spiritual outlook, and what motivates you. These are optional, used only to personalise your content, and can be changed or left blank at any time.
• What you write: Journal and reflection responses, Mirror and Shadow conversations, commitments, and custom affirmations
• Feedback and attachments: If you post to the in-app feedback board, your post and any screenshot you attach are stored and are visible to other signed-in users
• Practice responses: Your affirmation ratings ("believe" / "don't believe"), selected emotions, and session completions
• Focus area preferences: The categories you select (Confidence, Discipline, etc.)

Information collected automatically

• Usage analytics: Session frequency, feature usage, and app performance metrics (collected anonymously)
• Device information: Device type, OS version, and app version for crash reporting and compatibility
• Advertising identifier: Your device advertising identifier (the IDFA on iOS, the Google Advertising ID on Android), but only if you allow tracking when we ask. See Advertising below

Information we do NOT collect

• GPS or precise location. We do store your time zone so reminders arrive at the right hour.
• Contacts or address book
• Microphone or camera access. Both are disabled in the app. We can access photos only when you choose one to attach to a feedback post.
• Browsing history or activity outside the app
• Payment or card details. Subscriptions are processed securely by Apple and Google, and we never receive your card information

How We Use Your Data

Your practice data is used for one purpose: making your experience more personal and effective.

• Personalization: Our ML engine uses your affirmation responses and emotion selections to tailor your daily deck
• Mirror insights: Your emotional data generates the AI-powered reflections in the Mirror tab
• Progress tracking: Session completions power your streak tracker and history
• App improvement: Anonymized, aggregated usage data helps us improve the experience for everyone

There are no ads inside the app, and we do not build advertising profiles about you. We do measure our own ads on Meta, which is described in Advertising below.

Sharing & Storage

We do not sell your personal data. Period.

We share data with the following categories of providers:

• Cloud infrastructure: For secure data storage and sync
• Analytics: Anonymized usage metrics to understand app performance
• Crash reporting: To identify and fix bugs
• Advertising measurement: A small set of commercial events go to Meta, along with your advertising identifier if you allow tracking. See Advertising below

AI providers

The Mirror, Shadow and Progress features are powered by AI. To generate them we send the relevant content, including reflections and messages you have written, and your first name so the writing can address you directly, to OpenAI and Anthropic. Messages are also screened by OpenAI's moderation service so we can surface support resources if someone is in crisis. This content is processed under those providers' API terms, which do not use API-submitted content to train their models.

To diagnose faults and improve quality we also record AI calls, including the text of the prompt and the response, in an access-restricted internal log. These records are stored unencrypted, are readable by a small number of authorised staff, and are automatically deleted within 7 days. They are never used for advertising and never sent to our analytics provider.

Your practice data is encrypted in transit (TLS 1.3) and at rest (AES-256). We retain your data for as long as your account is active. If you delete your account, we delete your data within 30 days. See Delete Your Data for the full process.

Advertising and Measurement

We buy ads on Meta (Facebook and Instagram) to reach new users, and we measure which of those ads lead to a subscription. Measuring our own ads is the only way your data is used for advertising.

• What we share: Your device advertising identifier, an account identifier that is a random ID rather than your name or email, and a small set of commercial events. Those events are: you created an account, including whether you signed up with email, Apple or Google; you finished onboarding; you started a free trial; and you bought a subscription. Subscription events include the price, the currency, and which product you bought
• Only with your permission: We ask before collecting anything. On iOS we ask through Apple's App Tracking Transparency prompt; on Android we ask with our own in-app screen, because Android has no system tracking prompt. Your advertising identifier and account identifier are collected and shared only if you agree. If you decline, we leave advertising identifier collection switched off. On iOS we additionally declare Meta's domain as a tracking domain, so iOS itself blocks the app from contacting it
• If you decline: Meta may still count that an install led to a subscription, in a form that is not tied to you or your device. It cannot connect that to your advertising identifier, your account, or any other app you use
• Why we do it: Ad attribution and measurement only, so we know which ads work and the budget goes further. Meta handles what it receives under its own privacy policy
• What we never share: Anything you write or do inside the app. No affirmations, no reflections, no shadow work, no Mirror or Progress content, no emotions, and no ratings. The app deliberately sends Meta no content-level events at all
• Changing your mind: On iOS you can turn tracking off or on at any time in iOS Settings, under Privacy and Security, then Tracking. On Android you can reset or delete your advertising ID, or opt out of ad personalisation, in Android Settings under Privacy, then Ads

Legal Basis for Processing (UK GDPR)

Mature Masculinity Ltd is the data controller for your personal data. We are registered in England and Wales and operate under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

We process your personal data on the following lawful bases:

• Consent (Article 6(1)(a)): When you create an account or begin using the app, you consent to our processing of your practice responses and emotional data to deliver a personalised experience.
• Legitimate interest (Article 6(1)(f)): We process anonymised, aggregated usage data to improve the app. This does not override your rights or freedoms.
• Contract (Article 6(1)(b)): Processing necessary to provide the service you have requested, including cross-device sync and progress tracking.

Special category data

If you choose to tell us your religion or spiritual outlook, that is "special category" data under Article 9 of the UK GDPR. We process it solely on the basis of your explicit consent (Article 9(2)(a)), and only to make your reflections more relevant to you. This field is entirely optional: you may leave it blank, change it, or clear it at any time in Settings, and doing so does not limit your use of the app. We never use it for advertising and never share it for advertising.

Data controller

Mature Masculinity Ltd
Registered in England and Wales
Contact: privacy@maturemasculinity.co.uk

Supervisory authority

You have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK supervisory authority for data protection: ico.org.uk

Your Rights Under UK GDPR

Under the UK GDPR and Data Protection Act 2018, you have the right to:

• Access the personal data we hold about you
• Correct inaccurate data
• Delete your data and account
• Export your data in a portable format
• Withdraw consent for data processing at any time

To exercise any of these rights, contact us at privacy@maturemasculinity.co.uk. We'll respond within 30 days. To delete your account and data, see Delete Your Data. You can do it yourself in the app, or ask us to do it for you.

Delete Your Data

You can delete your account and personal data yourself at any time, from Settings → Profile → Delete Account in the app. If you can no longer sign in, email privacy@maturemasculinity.co.uk with the subject "Delete my data" and we will do it for you.

For the full detail of what is removed, what is retained and for how long, see Delete Your Data.

Terms & Conditions

Last updated: June 4, 2026

By downloading or using Mature Masculinity, you agree to these terms. If you don't agree, please don't use the app.

The app

Mature Masculinity is a personal growth tool that provides affirmations, emotional awareness exercises, and guided reflections. It is not a substitute for professional mental health care. If you are experiencing a mental health crisis, please contact a qualified professional or your local emergency services.

Subscriptions

Mature Masculinity offers an optional auto-renewable Premium subscription. Payment is charged to your Apple ID at confirmation of purchase. Your subscription renews automatically unless cancelled at least 24 hours before the end of the current period. You can manage or cancel your subscription at any time in your App Store account settings. Any unused portion of a free trial is forfeited when you purchase a subscription. Prices are shown in the app before you purchase.

Your account

You may use the app without an account. Creating an account enables cross-device sync. You are responsible for maintaining the security of your account credentials. We are not liable for any loss resulting from unauthorized use of your account.

Acceptable Use

You agree not to:

• Reverse-engineer, decompile, or disassemble the app
• Attempt to access other users' data
• Use the app for any unlawful purpose
• Redistribute or resell the app or its content

Intellectual property

All content in the app, including affirmations, UI design, and AI-generated insights, is owned by Mature Masculinity or used under license. You may save and reference affirmations for personal use but may not republish them commercially.

Availability & changes

We strive to keep the app available and up-to-date but make no guarantees of uninterrupted service. We may update these terms from time to time. Continued use of the app after changes constitutes acceptance of the updated terms.

Limitation of liability

To the maximum extent permitted by law, Mature Masculinity is provided "as is" without warranty of any kind. We are not liable for any indirect, incidental, or consequential damages arising from your use of the app.

Contact

For privacy-related inquiries: privacy@maturemasculinity.co.uk

For general questions: hello@maturemasculinity.co.uk