Privacy Policy

Who we are

This policy explains how we collect and use your personal information when you browse our website, subscribe to updates, contact us, or use the Kidfriendly learning app.

Company: Make Work Ltd

71-75 Shelton Street WC2H 9JQ Greater London United Kingdom

What this policy covers

This policy applies when you:

Browse our website at kidfriendly.ai
Subscribe to our newsletter or updates
Contact us through our website
Use the Kidfriendly learning app (where available)

When you subscribe to our newsletter, we collect your email address. We use this to send you launch notifications and occasional updates about Kidfriendly, and to respond to any questions you send us.

Where available, we also record the page you signed up from (for example which sign-up button you clicked), the website that referred you to us, and basic campaign parameters in the link you used (for example UTM parameters, gclid, or fbclid). This helps us understand which campaigns are working.

Depending on the sign-up form you use, we may also store the options you select (for example what you’re interested in) and any optional notes you choose to provide. Please don’t include names or other personal details about your child.

We also log basic technical information about your request to help keep the service reliable and prevent abuse.

We process this data based on your consent, which you give when subscribing. We do not sell or share your data with third parties for marketing purposes.

Contacting us

When you use our contact form, we collect your name, email address, subject, and the message you send. We use this information solely to respond to your enquiry.

We also log basic technical information about your request to help keep the service reliable and prevent abuse.

Analytics

We use PostHog to understand how our website and app are used and to improve reliability. PostHog is hosted in the EU.

We only enable analytics if you choose to accept analytics cookies in our cookie banner.

If you accept analytics cookies, we may also use cookies to measure whether our advertising campaigns lead to sign-ups.

If you accept analytics cookies, we may collect information about your activity on our website and app. This includes things like which pages you visit, which buttons you click, and how you interact with the interface. This may include replays of how the website/app was used to help us diagnose issues and improve the experience.

We configure our analytics tools to reduce the chance of capturing personal information (for example by masking form inputs and sensitive fields). We use PostHog for product analytics and do not share this data with ad networks. We use Google Ads and Meta only to measure whether our campaigns lead to sign-ups (ad campaign measurement).

What we collect (when analytics is enabled):

Pages you visit
Buttons you click (such as sign-up buttons)
Whether forms were successfully submitted
A pseudonymous device identifier stored in your browser
Activity and interaction data on the website/app (which may include replays of how the website/app was used)

We do not sell analytics data to anyone.

Cookies and local storage

We use cookies and local storage for:

Essential functionality: keeping you signed in, remembering your preferences, and operating Kidfriendly on a specific device
Optional analytics cookies: only if you choose to accept analytics cookies in our banner (including activity measurement on the website/app and ad campaign measurement)

You can control cookies through your browser settings. Clearing your browser data will remove stored cookies and local storage.

You can review or change your cookie preferences at any time.

Open Cookie settings

Children's privacy

Kidfriendly is built for families and we take extra care with children's privacy.

We do not ask children for email addresses
Child profiles are pseudonymous (we do not require real names)
We do not intentionally send children's personal information to analytics providers
If you accept analytics cookies, we may collect usage analytics about activity on our website and app to improve Kidfriendly, which may include replays of how the website/app was used
We configure our analytics tools to reduce the chance of capturing personal information (for example by masking form inputs and sensitive fields)

We do not use children's data for advertising or profiling.

Third-party service providers

We use trusted service providers to operate Kidfriendly, including PostHog (EU) for website and app analytics, Google and Meta for ad campaign measurement (only when you accept analytics cookies), an email service provider for newsletter delivery, Convex for contact form processing, and mapping services for embedded maps on our Contact page. These providers process data on our behalf and are bound by appropriate data protection agreements.

How long we keep your data

Newsletter subscribers: We keep your email address and related subscription preferences for as long as you remain subscribed. If you unsubscribe, we stop marketing emails immediately and delete or anonymise subscriber data that we no longer need within 30 days. We may retain a minimal suppression record, such as your email address and unsubscribe status, to make sure we do not email you again after you opt out.
Contact form messages: We keep these for as long as needed to resolve your enquiry, then delete them.
Analytics data: We retain pseudonymous analytics data for as long as it is useful for improving Kidfriendly, after which it is deleted.

Your rights

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

Access the data we hold about you
Correct inaccurate data
Delete your data
Withdraw consent at any time (via the unsubscribe link in our emails, via Cookie settings, or by contacting us)
Data portability — request your data in a portable format
Object to us processing your data for marketing purposes

To exercise any of these rights, email us at datasecurity@kidfriendly.ai.

Data security

We take the security of your personal information seriously and use appropriate technical and organisational measures to protect it.

Complaints

If you have concerns about how we handle your data, please contact us. You also have the right to lodge a complaint with the UK Information Commissioner's Office (ICO) at ico.org.uk.

Changes to this policy

We may update this policy from time to time. Changes will be posted on this page with an updated date. For significant changes, we may also notify you by email.

Contact us

If you have any questions about this privacy policy or how we handle your personal information, please contact us at datasecurity@kidfriendly.ai.