Shelflife, Founder OSOpen the app →
Draft, awaiting UK lawyer review. These pages will be replaced with the lawyer-reviewed version before App Store submission.

privacy policy.

Effective 2026. Operator: Ab616 Ltd (England & Wales). ICO registration pending.

1. Who we are

Shelflife is a Founder OS for UK consumer brand (FMCG) founders. Ab616 Ltd is the data controller for the personal data described below. Registered office at Ab616 Ltd, United Kingdom. Questions: support@app.shelflifeventures.com.

2. What we collect

  • Account. Email, password (hashed by Supabase Auth), founder name, brand name.
  • Onboarding answers. Journey stage, channel mix, retail ambition, investment intent.
  • Profile. Profile photo (optional), job title, company information you choose to add.
  • Journey progress. Which chapters and investment cards you mark complete.
  • Uploads. Decks, forecasts, photos and other files you upload to ShelfAi or to a journey card.
  • Pipeline data. Retailer and investor names you add, status, notes.
  • Community content. Posts, comments, wins, likes, follows.
  • ShelfAi conversations. The prompts you send and the responses we return.
  • Integrations. If you connect Shopify, Xero, QuickBooks, Klaviyo, Meta, Companies House etc., we receive the data those integrations expose.
  • Subscription receipts. Apple StoreKit and Google Play Billing receipts so we can entitle your tier.
  • Device + diagnostics. App version, OS, crash reports, basic usage telemetry.

3. How we use it

  • To run the product features you tap.
  • To generate AI responses via Anthropic Claude.
  • To compute cohort benchmarks (de-identified).
  • To bill, refund and validate your subscription.
  • To send transactional email (signups, password reset, deletion confirmations) and, if you opt in, product update email.
  • To detect abuse and protect the service.

4. Lawful basis (UK GDPR)

Performance of contract for the core product. Legitimate interest for analytics, abuse detection and benchmarking. Consent for marketing email. Legal obligation for tax and accounting.

5. Processors

  • Supabase, hosting, auth, storage. Data region: EU.
  • Vercel, hosting for the web frontend and API routes.
  • Anthropic, Claude API for ShelfAi. Prompts and conversation context are sent to the Claude API for inference. Anthropic does not train on API customer data.
  • Apple and Google, in-app purchase and push notification delivery.
  • Resend or equivalent, transactional email.
  • Sentry, crash reporting.
  • PostHog, privacy-friendly product analytics.
  • Any third-party integration you choose to connect (Shopify, Klaviyo, Xero, QuickBooks, Meta, Companies House, etc.).

6. Sharing with other founders

Wins set to Community visibility, posts on the Message Board, comments and your founder profile appear to other signed-in users. Wins set to Private stay private. Cohort benchmarks only show aggregate distributions, never another founder's specific numbers.

7. Retention

Account data for the life of the account. Deletion is permanent after a 7-day grace window (request deletion in Settings → Privacy and data → Delete my account). ShelfAi conversation logs retained for 30 days for abuse detection, then truncated. Backups for 30 days.

8. Your rights

Under UK GDPR you can access, correct, port, restrict and delete your personal data. Email support@app.shelflifeventures.com. Right to complain to the Information Commissioner's Office (ICO) at ico.org.uk.

9. International transfers

Anthropic Claude inference happens in the United States. We use Standard Contractual Clauses with Anthropic.

10. Children

Shelflife is for adult founders. We do not knowingly process data from anyone under 18.

11. Changes

We will email account holders when material changes ship.