Last updated: 26 October 2026. This policy explains what personal data Midwaver collects, why, and what your rights are.

1. Who we are

Midwaver is run by Odiono Ltd, a company registered in England and Wales (company number 11473281), with its registered office at 20-22 Wenlock Road, London, England, N1 7GU. We are the controller of the personal data described in this policy.

This policy covers our website (midwaver.com) and our app (app.midwaver.com). Midwaver is for businesses, so most of the data we hold is about the business users who sign up. You can contact us about privacy at support@midwaver.com.

2. What data we collect

You give us:

• Account details: your name, email address and password (stored securely, never in plain text).

• Business details: your company name, role, company size, website, location, language and description.

• Tracking setup: the competitors and prompts you choose to track.

• Messages: anything you send us when you contact support.

• Free report requests: your email address and website URL.

We create for you:

• Results from your daily checks, such as AI responses, mentions, citations, sources and sentiment for your business and competitors.

• Reports and exports you generate.

We collect automatically:

• Usage and device data, such as pages you visit, features you use, browser, device type and IP address, using analytics tools and cookies (see section 6).

Payments: Card payments are handled by our payment provider. We do not see or store your full card details. We receive limited billing information, such as your plan, billing status and payment history.

3. How and why we use your data

• To run Midwaver for you (to carry out our contract with you): creating your account, running your daily checks, showing your results and reports, and taking payment.

• To keep you informed (contract and our legitimate interests): sending service emails such as sign-in, billing and trial messages, and the weekly performance email.

• To tell you about Midwaver (our legitimate interests, or your consent where the law requires it): sending your free report, follow-up emails and occasional product updates. You can opt out of these at any time using the unsubscribe link in any email, or by emailing us.

• To improve Midwaver (our legitimate interests, or your consent for non-essential cookies): understanding how the website and app are used, fixing problems and developing new features.

• To keep things secure and meet legal duties (legitimate interests and legal obligation): preventing misuse, and keeping the records the law requires, such as tax records.

We do not sell your personal data. We do not use it to train AI models. We do not make decisions about you using automated processing that has legal or similarly significant effects.

4. Who we share it with

We use trusted third-party services to run Midwaver. These include providers for hosting, our database and sign-in, payments, email, analytics, and the AI and search tools we use to run your checks. They only handle personal data to provide their service to us, under agreements that protect it.

When we run your checks, we send the AI and search tools your tracked prompts and business context, such as your business name and location. We do not send them your account details.

We may also share data where the law requires it, to protect our rights, or if our business is sold or merged, in which case the new owner must honour this policy.

5. Where it is stored, how long we keep it, and security

Your data is stored on servers in the EU. Some of our service providers are based outside the UK and EU, for example in the United States. Where this happens, we make sure the transfer is protected, for example through an adequacy decision or standard contractual clauses.

How long we keep it:

• While you have an active account, we keep your data so we can run the service.

• If you cancel, your data stays available until the end of your paid billing period.

• If you delete your account or a business, we delete the related data immediately.

• Billing and tax records are kept for as long as the law requires.

• If you asked for a free report, we keep your email until you unsubscribe or ask us to delete it.

We use sensible technical and organisational measures to protect your data, including encryption in transit and access controls. No system is completely secure, so please use a strong password and keep it private.

6. Cookies

Cookies are small files stored on your device. We use:

• Essential cookies, which keep you signed in and the service secure. These are always on.

• Analytics cookies, from Google Analytics on our website and PostHog on our website and app, which help us understand how Midwaver is used. These are only set if you accept them.

We ask for your consent through our cookie banner before setting any non-essential cookies. You can change or withdraw your choice at any time using the cookie settings link on our site, or through your browser settings.

We use PostHog (hosted in the EU) for anonymous analytics on midwaver.com and app.midwaver.com. It shows us which pages are visited and how people move through the product. It does not use cookies and does not store personal details such as your name or email address. IP addresses are not stored and are turned into an anonymous identifier that resets daily.

7. Your rights

Under UK and EU data protection law, you have the right to:

• ask for a copy of the personal data we hold about you

• ask us to correct data that is wrong

• ask us to delete your data

• object to or ask us to restrict how we use it

• ask for your data in a portable format

• withdraw consent at any time, where we rely on it

To use any of these rights, email support@midwaver.com. We will respond within one month. You can also delete your account or a business yourself in the app.

If you are unhappy with how we handle your data, please tell us first so we can put it right. You also have the right to complain to the UK Information Commissioner's Office (ico.org.uk) or to the data protection authority where you live.

8. Children

Midwaver is for businesses and is not intended for anyone under 18. We do not knowingly collect data from children.

9. Changes to this policy

We may update this policy from time to time. If we make a significant change, we will tell you by email or in the app. The date at the top shows when it was last updated.

10. Contact

Questions about privacy? Email support@midwaver.com or write to Odiono Ltd, 20-22 Wenlock Road, London, England, N1 7GU.