Privacy policy

Last updated: August 2026

This privacy notice for ExSeed Health Limited, referred to as “ExSeed Health”, “Company”, “we”, “us” or “our”, describes how and why we may collect, store, use and share, referred to as “process”, your information when you use our services, referred to as the “Services”, such as when you:

  • visit our website, online store or any website of ours that links to this privacy notice;
  • download and use our mobile application, ExSeed: Sperm & Fertility, or any other application of ours that links to this privacy notice;
  • purchase or use an ExSeed product or service;
  • contact our customer support team; or
  • engage with us in other related ways, including sales, marketing, surveys or events.

Questions or concerns?

Reading this privacy notice will help you understand your privacy rights and choices. If you do not agree with our policies and practices, please do not use our Services.

If you have any questions or concerns, please contact us at info@exseedhealth.com.

Summary of key points

This summary provides the key points from our privacy notice. Further information is available in the sections below.

What personal information do we process?

When you visit, use or navigate our Services, we may process personal information depending on how you interact with ExSeed Health, the choices you make and the products and features you use.

Do we process sensitive personal information?

We may process sensitive personal information, including health and fertility information, where necessary to provide our Services and where we have an appropriate legal basis and special-category condition, such as your explicit consent.

Do we receive information from third parties?

We may receive limited information from third parties involved in providing our Services, such as ecommerce platforms, payment providers, delivery providers, analytics services, app platforms and partners you have chosen to use.

How do we process your information?

We process your information to provide, improve and administer our Services, communicate with you, fulfil orders, analyse tests, provide customer support, prevent fraud, maintain security and comply with the law.

We may also process your information for other purposes with your consent or where another lawful basis applies.

In what situations and with which parties do we share personal information?

We may share information in specific situations and with specific categories of service providers and other third parties, as explained in this notice.

How do we keep your information safe?

We use appropriate technical and organisational measures designed to protect personal information. However, no electronic transmission or storage system can be guaranteed to be completely secure.

What are your rights?

Depending on where you are located, applicable privacy law may give you rights regarding your personal information, including rights to access, correct, delete, restrict or object to certain processing.

How do you exercise your rights?

You can exercise your rights by contacting us using the details provided at the end of this notice. We will consider and respond to requests in accordance with applicable data-protection laws.

1. What information do we collect?

Personal information you disclose to us

In short: We collect personal information that you provide to us.

We collect personal information that you voluntarily provide when you:

  • register for or use the Services;
  • purchase a product;
  • use the ExSeed app;
  • complete a fertility test;
  • express an interest in our products or Services;
  • participate in activities, surveys or promotions; or
  • otherwise contact us.

The personal information we collect depends on the context of your interactions with us, the choices you make and the products and features you use.

The personal information we collect may include:

  • name;
  • email address;
  • telephone number;
  • delivery and billing address;
  • account login details;
  • order and transaction information;
  • communication and marketing preferences;
  • messages and enquiries sent to us;
  • survey responses and feedback;
  • device and application information; and
  • other information you choose to provide.

Sensitive information

Where necessary, and with your explicit consent or as otherwise permitted by applicable law, we may process health and fertility information.

This may include information you provide through the ExSeed app or testing process, such as test inputs, sample images or video, sperm-health parameters, test results, fertility goals and related information you choose to provide.

Health and fertility information is treated as special-category personal data under UK and European data-protection law and receives additional protection.

Payment data

When you make a purchase, the payment provider you select processes the information necessary to authorise and manage your payment.

Payment options may include payment cards, Shopify Payments, Shop Pay, Klarna, PayPal or other payment methods displayed at checkout. Available methods may vary depending on your location, device or order.

ExSeed Health does not normally receive or store your full payment-card number or card-security code. We may receive limited information such as:

  • payment method;
  • transaction status;
  • billing information;
  • limited card or account details;
  • refund information; and
  • fraud-prevention indicators.

The relevant payment provider processes your payment information in accordance with its own privacy notice.

Application data

If you use our application, we may collect the following information where necessary and where you provide access or permission.

Mobile-device access

We may request permission to access certain features on your device, including your camera or storage, where required for a feature you choose to use.

You can change permissions through your device settings. Restricting permissions may prevent some app features from operating correctly.

Mobile-device data

We may collect device information such as:

  • device type and model;
  • operating system;
  • app version;
  • device and application identifiers;
  • language;
  • IP address;
  • diagnostic and error information; and
  • information about the features of the application you use.

This information is primarily used to provide, secure, maintain and troubleshoot the application and to understand its performance.

Push notifications

We may request permission to send push notifications regarding your account, test, order or app features.

You can turn push notifications off through your device settings.

Information automatically collected

In short: Some information is collected automatically when you visit or use our Services.

We automatically collect certain information when you visit, use or navigate our Services.

This information does not usually identify you directly but may include:

  • IP address;
  • browser type and version;
  • device characteristics;
  • operating system;
  • language preference;
  • referring website or source;
  • pages or products viewed;
  • search, basket and checkout activity;
  • date and time of access;
  • app or website interactions;
  • diagnostic information; and
  • approximate location derived from your IP address.

This information is primarily required to maintain the security and operation of our Services and for analytics, reporting and service improvement.

We may also collect information through cookies, pixels, software-development kits and similar technologies. Further information is provided in our Cookie Notice or cookie-preference tool.

Information received from third parties

We may receive information from third parties where necessary to provide, administer, analyse or protect our Services.

These third parties may include:

  • Shopify and services used to operate our online store;
  • payment and instalment providers;
  • delivery, fulfilment and returns providers;
  • app stores and device-platform providers;
  • authentication and account providers;
  • analytics and advertising providers, subject to your choices and applicable consent requirements;
  • fraud-prevention and security providers; and
  • fertility, health, employer-benefit or other partners you have chosen to use.

The information received will depend on the provider and the service you have requested.

2. How do we process your information?

In short: We process your information to provide, improve and administer our Services, communicate with you, protect our Services and comply with the law.

We may process your personal information for the following purposes.

To facilitate account creation and authentication

We may process your information so you can create and access your account and keep your account operational.

To provide our products and Services

We may process your information to provide the products, tests, app functions, results and Services you request.

To fulfil and manage orders

We may process your information to manage:

  • orders;
  • payments;
  • deliveries;
  • returns;
  • exchanges;
  • refunds; and
  • customer-service enquiries.

To analyse tests and provide results

Where you use an ExSeed test, we may process the information necessary to analyse the test and provide results, information or guidance through the app or associated Services.

Where this involves identifiable health information, we process that information only where we have an appropriate legal basis and special-category condition.

To provide customer support

We may process your information to respond to enquiries, resolve issues, manage complaints and provide support relating to our products and Services.

To send administrative information

We may process your information to send you information about:

  • your account;
  • your orders;
  • the operation of our Services;
  • safety or product information;
  • changes to our terms or policies; and
  • other service-related matters.

These communications are not marketing communications.

To request feedback

We may process your information to request feedback about our products or Services and understand customer experiences.

To improve and protect our Services

We may process information to:

  • understand how our Services are used;
  • troubleshoot technical issues;
  • maintain product and service quality;
  • develop and improve features;
  • prevent fraud and misuse;
  • secure accounts and systems; and
  • investigate suspected security incidents.

Where possible, we use aggregated or de-identified information for product analysis and improvement.

To send marketing communications

We may process your contact information to send marketing and promotional communications where this is consistent with your choices and applicable law.

You can unsubscribe from marketing emails at any time by selecting the unsubscribe link in an email or contacting us.

To deliver relevant advertising

Subject to your cookie and privacy choices, we may use website and advertising information to measure campaigns and display advertising that may be relevant to you.

We do not use individual fertility-test results or sample images for advertising unless you have provided separate and explicit consent for that specific purpose.

To comply with legal and regulatory obligations

We may process information where necessary to comply with legal, tax, accounting, regulatory, product-safety or medical-device obligations, or to establish, exercise or defend legal claims.

To protect vital interests

In limited circumstances, we may process information where necessary to protect a person’s life or physical safety.

3. What legal bases do we rely on to process your information?

In short: We process personal information only where we have a valid legal basis.

If you are located in the United Kingdom or European Economic Area, we may rely on the following legal bases.

Consent

We may process your information where you have given us permission to use it for a specified purpose.

You can withdraw consent at any time. Withdrawal does not affect processing that was lawful before consent was withdrawn.

Performance of a contract

We may process your personal information where it is necessary to:

  • provide a product or Service you have requested;
  • fulfil our obligations to you;
  • manage your account or order; or
  • take steps at your request before entering into a contract.

Legitimate interests

We may process information where it is reasonably necessary for our legitimate business interests and those interests are not overridden by your rights and freedoms.

These interests may include:

  • operating and improving our Services;
  • understanding customer use;
  • preventing fraud;
  • maintaining security;
  • responding to customers;
  • managing our business; and
  • providing relevant information about our products.

Where required, we assess the necessity and potential impact of the processing before relying on legitimate interests.

Legal obligations

We may process information where necessary to comply with a legal or regulatory obligation.

Vital interests

We may process information where necessary to protect your vital interests or those of another person.

Special-category information

Health and fertility information is special-category personal data.

Where we process this information, we identify both:

  • a lawful basis under Article 6 of the UK GDPR or EU GDPR; and
  • a condition for processing special-category data under Article 9.

For the core consumer testing service, we may rely on your explicit consent where appropriate. Different legal conditions may apply where processing is necessary for legal claims, product safety, regulatory obligations or another purpose permitted by law.

Canada

If you are located in Canada, we may process personal information with your express or implied consent, depending on the sensitivity of the information and the circumstances.

In limited cases, Canadian law may permit or require us to collect, use or disclose personal information without consent, including for fraud prevention, legal proceedings, investigations, emergencies or business transactions where the relevant legal conditions are met.

4. When and with whom do we share your personal information?

In short: We share personal information only where reasonably necessary and in the circumstances described in this section.

Vendors and service providers

We may share information with service providers, contractors or agents that perform services for us or on our behalf.

These may include providers of:

  • ecommerce and website services;
  • app and cloud infrastructure;
  • payment processing;
  • order fulfilment;
  • delivery and returns;
  • customer support;
  • email, SMS and communications;
  • analytics and reporting;
  • advertising and campaign measurement;
  • fraud prevention;
  • IT and security;
  • professional advice; and
  • product or fertility-support services.

Service providers acting as processors must process information in accordance with our instructions and applicable data-protection requirements.

Some providers, including certain payment providers, may act as independent controllers and process information under their own privacy notices.

User-approved partners

Where you have chosen to access ExSeed through a partner, we may share relevant information with that partner where necessary to provide the service you requested.

For example, users accessing ExSeed through a fertility-support or employee-benefit platform may choose to have certain ExSeed information integrated with that platform.

We will not share identifiable fertility-test information with a partner for its own purposes unless the sharing is authorised by you or otherwise has a valid legal basis.

Business transfers

We may share or transfer information in connection with a proposed or completed financing, reorganisation, merger, sale of assets, investment or acquisition of all or part of our business.

Where appropriate, information will be subject to confidentiality and data-protection safeguards.

Affiliates

We may share information with companies within the ExSeed group where necessary to provide or administer our Services.

Any group company receiving personal information must protect it in accordance with applicable data-protection law.

Professional advisers and authorities

We may share information with:

  • lawyers;
  • accountants;
  • auditors;
  • insurers;
  • regulators;
  • courts;
  • law-enforcement bodies; and
  • other public authorities.

We will do so only where the disclosure is necessary, required by law or otherwise legally permitted.

Our commitment regarding fertility information

We do not sell individual fertility-test results or sample images.

We do not allow service providers or partners to use individual fertility-test results or sample images for their own marketing unless there is a separate lawful basis and, where required, you have provided explicit consent.

5. Do we use cookies and other tracking technologies?

In short: We use cookies and similar technologies to operate, secure, understand and improve our Services.

Our websites and applications may use cookies, pixels, software-development kits, local storage and similar technologies.

These technologies may be used to:

  • operate and secure the website and online store;
  • remember your basket and preferences;
  • maintain account sessions;
  • remember language, country or privacy choices;
  • diagnose errors;
  • measure website or app performance;
  • understand how people use our Services;
  • measure marketing campaigns; and
  • display relevant advertising.

We ask for consent before using non-essential cookies or similar technologies where consent is required by law.

Some limited uses may be permitted without consent where they meet a legal exception, such as technologies that are strictly necessary to provide a service you request. Where another exception is used, we will provide appropriate information and any required opportunity to object.

Advertising cookies, pixels and similar advertising technologies are used only where permitted by applicable law and subject to your choices.

You can review or change your choices using the cookie-preferences link on our website. You can also control some technologies through your browser or device settings.

Blocking certain technologies may affect optional functions but should not prevent access to essential parts of the Services.

6. How long do we keep your information?

In short: We retain personal information only for as long as necessary.

We retain personal information for as long as reasonably necessary to:

  • fulfil the purposes described in this notice;
  • provide and support our Services;
  • comply with legal, accounting, tax, regulatory and product-safety obligations;
  • resolve disputes;
  • prevent fraud;
  • maintain security; and
  • establish, exercise or defend legal claims.

Different categories of information may be retained for different periods.

For example:

  • account information may be retained while your account remains active and for an appropriate period after closure;
  • order, invoice and tax records are normally retained for the period required by applicable financial and tax law;
  • test and health information is retained in accordance with the period communicated through the relevant Service and our approved retention requirements;
  • customer-support and complaint records are retained for as long as necessary to resolve the matter and demonstrate compliance;
  • marketing information is retained until you withdraw consent, unsubscribe or object, subject to periodic review; and
  • a minimal suppression record may be retained to ensure we continue to respect an opt-out request.

When we no longer have an ongoing need or legal basis to process personal information, we will delete, anonymise or securely isolate it until deletion is possible, including where information remains temporarily within secure backup systems.

7. How do we keep information safe?

In short: We use technical and organisational measures designed to protect personal information.

We have implemented appropriate and proportionate security measures designed to protect the information we process.

These may include:

  • access controls;
  • authentication measures;
  • encryption in transit and, where appropriate, at rest;
  • logging and monitoring;
  • secure development and testing;
  • supplier due diligence;
  • staff confidentiality and training;
  • incident-management procedures; and
  • backup and recovery measures.

However, no electronic transmission or storage technology can be guaranteed to be completely secure. We cannot promise that unauthorised third parties will never be able to defeat security safeguards.

You are responsible for keeping your account credentials confidential and for using secure devices and networks when accessing our Services.

Please contact us promptly if you believe your account or personal information has been compromised.

8. Do we collect information from minors?

In short: Our consumer fertility-testing Services are intended for adults aged 18 and over.

We do not knowingly market our consumer fertility-testing Services to children or create accounts for people under 18.

By creating an account or using the consumer testing Service, you confirm that you are at least 18 years old.

If we learn that we have collected personal information from a child contrary to this notice, we will take reasonable steps to investigate and delete or restrict the information as appropriate.

If you believe we may have collected information from a person under 18, please contact ea@exseedhealth.com.

9. What are your privacy rights?

In short: Depending on where you are located, you may have rights that give you access to and control over your personal information.

Your rights may include the right to:

  • be informed about how your personal information is used;
  • ask whether we hold personal information about you;
  • request access to and a copy of your personal information;
  • request correction of inaccurate or incomplete information;
  • request deletion of your information;
  • request restriction of processing;
  • object to processing based on legitimate interests;
  • object at any time to direct marketing;
  • receive certain information in a portable format;
  • withdraw consent at any time; and
  • raise concerns about certain automated decisions.

These rights are not absolute. Legal exceptions may apply, and in some cases we may need to retain or continue processing information.

To exercise a right, contact us using the details at the end of this notice.

We may request proportionate information to verify your identity and ensure that personal information is not disclosed to an unauthorised person.

We will respond within the period required by applicable data-protection law. Under the UK GDPR, this will normally be within one month, although an extension may be permitted for complex or multiple requests.

Withdrawing consent

Where we rely on consent, you may withdraw it at any time by contacting us or changing your preferences where this option is available.

Withdrawal does not affect the lawfulness of processing carried out before consent was withdrawn.

Depending on the information and Service involved, withdrawing consent may mean that we can no longer provide a particular feature or Service.

Marketing communications

You can unsubscribe from marketing communications at any time by:

  • selecting the unsubscribe link in an email;
  • updating your communication preferences; or
  • contacting us.

After unsubscribing, we may still send non-marketing communications necessary to administer your account, order, test or support request.

Account information

You may be able to review or update certain account information through your account settings.

If you ask us to close your account, we will deactivate or delete information from active systems where appropriate. We may retain certain information where necessary for fraud prevention, safety, troubleshooting, legal compliance or the establishment, exercise or defence of legal claims.

10. International transfers

ExSeed Health is based in the United Kingdom and works with service providers and partners in other countries.

Your personal information may therefore be processed outside the country in which you live.

Where UK or European personal information is transferred to a country that is not covered by an applicable adequacy decision, we use an approved transfer safeguard where required.

These safeguards may include:

  • the UK International Data Transfer Agreement;
  • the UK Addendum to the European Commission’s Standard Contractual Clauses;
  • the European Commission’s Standard Contractual Clauses; or
  • another legally approved transfer mechanism.

We may also carry out relevant transfer-risk assessments and apply supplementary security measures where appropriate.

You can contact us for further information about the safeguard used for a relevant international transfer.

11. Automated analysis

The ExSeed Service uses automated technology to analyse test information and calculate sperm-health parameters.

Automated outputs may be used to:

  • generate results;
  • categorise results;
  • display trends; and
  • provide relevant information or suggested next steps.

The consumer Service is not intended to make a solely automated decision that produces legal or similarly significant effects about you.

Where applicable, expert or customer-support review may also be available.

If we introduce automated decision-making that produces legal or similarly significant effects, we will provide the information and safeguards required by law.

12. How can you make a data-protection complaint?

If you have concerns about how we have collected, used, shared or protected your personal information, you can make a data-protection complaint by contacting our Data Protection Officer at:

ea@exseedhealth.com

Please state that you are making a data-protection complaint and provide sufficient information for us to understand and investigate your concern.

We will:

  • provide an accessible way for you to raise your complaint;
  • acknowledge receipt within 30 days;
  • take appropriate steps to investigate it without undue delay;
  • keep you informed where appropriate; and
  • communicate the outcome without undue delay.

You may also complain to the Information Commissioner’s Office or another data-protection authority responsible for the country in which you live or work.

In the United Kingdom, the supervisory authority is:

Information Commissioner’s Office
Website: ico.org.uk

We would appreciate the opportunity to address your concern directly, but this does not affect your right to contact a regulator or seek another legal remedy.

13. Do we make updates to this notice?

In short: We may update this notice to reflect changes to our Services, providers or legal obligations.

The updated version will be identified by the “Last updated” date at the beginning of the notice and will become effective when published.

If we make a material change affecting how we use personal information, we may provide notice by:

  • prominently publishing an update on our website or app;
  • contacting affected users where appropriate; or
  • requesting fresh consent where legally required.

We encourage you to review this notice periodically.

14. How can you contact us about this notice?

If you have questions, comments or concerns about this privacy notice, you may contact our Data Protection Officer:

Data Protection Officer: Emil Andersen
Email: ea@exseedhealth.com

You can also contact us at:

General enquiries and privacy requests: info@exseedhealth.com

Post:

ExSeed Health Limited
6 Hookers Road
C/O Yonder Office
London
England
E17 6DP
United Kingdom

Company number: 11002717

15. How can you review, update or delete the information we collect from you?

You may have the right to request access to the personal information we hold about you, ask us to correct it or request its deletion.

To make a request, contact:

info@exseedhealth.com

Please provide enough information for us to understand your request. We may ask you for reasonable information to verify your identity or authority before completing it.