Privacy policy

Last updated: 15 October 2026

This notice explains how Noew B.V. collects and uses your personal data when you use the Noew app for iPhone and Apple Watch, our website noew.co and our web shop. It also explains your rights and how to use them. We have written it to be read, so please do.

1. Who we are

Noew B.V. ("Noew", "we", "us") decides how and why your personal data is used, which makes us the data controller.

Noew B.V.

Leidseplein 12, 1017 PT Amsterdam, the Netherlands

Registered with the Dutch Chamber of Commerce (KvK) under number 42156733

For questions about privacy, or to use any of your rights, email info@noew.co or write to us at the address above.

2. The short version

• The app works with health data: readings from Apple Health, answers you give us and things you log. We use it to give you your scores, energy forecast, recommendations and notifications, and for nothing else.

• We never sell your data.

• We never use your health data, or anything we work out from it, for advertising or marketing.

• We never share it with advertisers, data brokers or information resellers.

• Connecting a calendar is optional.

• We read only what we need to estimate how busy your day is.

• We never store event titles.

• Analytics and ad measurement are off unless you switch them on. Usage analytics and advertising measurement only start if you say yes in the app, and they never include health data.

• You can delete your account in the app at any time: Profile → Delete account.

3. The Noew app: what we collect and why

3.1 Your account

What we collect:

• Your name and email address.

• The details you use to sign in.

You sign in with your email address and a password. Sign-in is handled by our provider Clerk, which holds your password (we never see it) and sends your verification and password-reset emails.

Why:

• To create and run your account.

• To keep it secure.

• To contact you about it.

Legal basis: we need this to provide the service you signed up for (contract).

3.2 Health data from Apple Health

We only read Apple Health data if you allow it in Apple's Health permission screen, and only the types you allow there.

What we read:

• Heart: heart rate, resting heart rate, heart rate variability, heart rate recovery, and beat-to-beat heart rhythm measurements.

• Breathing: breathing rate and blood oxygen.

• Sleep: time asleep and sleep stages.

• Temperature: wrist temperature during sleep, and body temperature.

• Activity: steps, active energy and exercise minutes.

• Body: height and weight.

• Alcohol: number of alcoholic drinks and blood alcohol content.

• Water: how much water you drink.

• Date of birth and biological sex.

How it reaches us:

• When you first allow access, your iPhone sends up to 90 days of past readings to our servers.

• After that, it sends new readings in the background as they arrive in Apple Health, and can fill in gaps of up to 30 days.

• With each reading we receive the name of the app or device that recorded it, for example "Apple Watch".

• Beat-to-beat measurements are used on your iPhone to calculate your overnight heart rate variability. Only that result is sent to us.

• Date of birth, sex, height and weight are read only to pre-fill your setup questions (see 3.3). Of your date of birth we keep only the year.

Noew does not write anything to Apple Health.

Why:

• To calculate your Recovery, Sleep, Strain and Energy scores and your energy forecast for the day.

• To estimate which nutrients your days may be using up.

• To recommend sachets and when to take them.

• To send you notifications about these.

Legal basis: your explicit consent.

Stopping access:

• To stop us reading new data, turn off Noew's access in iPhone Settings → Health → Data Access & Devices → Noew.

• To have the health data we already hold deleted, delete your account (see section 11) or email us.

3.3 Your setup answers

What we collect:

• your goals

• your activity level and work intensity

• your birth year, height, weight and sex

• whether you take supplements, take medication or have a health condition. These are yes/no answers only; we don't ask which.

• your home and work address

• your workday, meal times and sleep schedule

• your sweat rate

• when in the day you feel at your best

You can change your physical details later in your profile.

Home and work address:

• When you type an address, your iPhone looks it up with Apple Maps, so Apple receives what you type.

• We receive the place name, the address and its map coordinates.

• We use the coordinates of your home to work out your local sunrise and sunset times, which shape your energy forecast.

• In this version of the app, we don't use your work address for anything else.

• The app doesn't use your phone's location services and doesn't track where you are.

Why: to personalise your scores, forecast and recommendations, and the timing of notifications.

Legal basis:

• Your answers about medication, health conditions, height and weight are health data, so we process them with your explicit consent.

• We use your other answers because we need them to provide the service (contract).

3.4 What you log

What we collect:

• the sachets you take, or tell us you didn't take

• your sachet stock and reorder levels

• activity tags with their date and time, and any custom tags you create. Preset tags include exercise, illness, injury, migraine, alcohol, allergy symptoms, using a CPAP machine and having an infant at home.

• your feedback on recommendations and check-ins, such as "Not now" or "I took it"

Why: to keep your forecast, recommendations and stock reminders accurate.

Legal basis:

• Many logs say something about your health, so we treat them as health data and process them with your explicit consent.

• We use your stock levels to provide the service (contract).

3.5 Your calendar (optional)

You can connect Google Calendar, iCloud Calendar or both. If you don't, Noew still works without calendar data.

What we read:

• Google Calendar: today's events on your primary calendar, read each time the app refreshes your schedule. That can be several times a day.

• iCloud Calendar: today's events on all your iCloud calendars. Our servers check every 15 minutes until you disconnect.

• From each event we use only four things: its start time, its end time, whether it is an all-day event, and its title. Other event details, such as descriptions, locations and guests, are discarded immediately and never stored.

What we keep:

• Busy times: the start and end times of today's events, deleted after 12 hours.

• A daily summary: how many meetings you had, your longest free block, and how much of the day was spent in meetings inside and outside your work hours. We keep it while you have an account.

• Event titles: never stored. They are processed only in memory on our servers for two things:

• to recognise the same event when it appears in both of your calendars;

• to match a short list of keywords for activity-tag suggestions.

Titles are never written to our database or our logs, and never shared.

Why:

• To estimate how demanding your day is. For example, four or more meetings within two hours with no break longer than 30 minutes lowers your energy forecast for that stretch.

• To estimate nutrient needs. Your daily meeting load also feeds our estimate of stress-related nutrient needs.

How access works:

• Google: we hold an access token that gives Noew read-only access to your calendar events. It is stored encrypted. We never create, change or delete events. See section 7 for more on Google data.

• iCloud: you give us your Apple ID and an app-specific password that you create at appleid.apple.com.

• The password is encrypted on your iPhone before it is sent, and stored encrypted on our servers.

• It lets our servers read your iCloud calendars until you disconnect.

• Apple's app-specific passwords can technically also be used for other iCloud data, such as mail and contacts. Noew uses yours only to read calendars.

Disconnecting:

• In the app: disconnect a calendar in the app's calendar settings. We delete the stored token or password straight away and stop reading.

• Busy times and summaries: busy times disappear within 12 hours. Daily summaries already made stay with your account until you delete it.

• Google: remove Noew from your Google Account too, at myaccount.google.com/connections. Disconnecting in Noew deletes our copy of the access but doesn't remove Noew from your Google Account's list of connected apps.

• iCloud: you can also revoke the app-specific password at appleid.apple.com, under Sign-In and Security → App-Specific Passwords.

Legal basis: your explicit consent. We treat calendar data as sensitive because event titles can reveal health, religious or other private information.

3.6 Notifications

What we collect:

• your device's push notification token

• your notification preferences for each category

• whether you read or dismiss notifications in the app's notification list

Health information on your lock screen:

• Notifications can contain health information, for example "Your HRV has been declining for 3 days".

• iOS may show them on your lock screen.

• To hide previews, go to iPhone Settings → Notifications → Noew. You can also turn categories off in the app.

• Notifications are delivered through Apple's Push Notification service.

Legal basis: your consent, given when iOS asks whether Noew may send notifications. Health content in notifications is covered by your consent in 3.2.

3.7 Your subscription

Bought in the app:

• Apple handles the payment, and we never see your card details.

• Apple tells us your transaction IDs, which subscription you bought, its status, and its renewal and expiry dates.

• Apple also gives us a random token that links the purchase to your Noew account.

Noew Plus bought on noew.co: we link it to your app account by your email address.

Why: to give you access to what you paid for, and to run referrals.

Legal basis:

• Contract.

• Legal obligation for records we must keep for tax purposes.

3.8 Referrals and credits

What we record when you share or use a referral code:

• who referred whom

• the code

• the email addresses involved

• the credits earned and spent

Fraud checks: to stop abuse, we check signals such as the IP address and device information used when a referral is claimed.

Your first name: the friend you referred may see it.

Where credits live: credits are spent in the noew.co shop, so your credit balance is also stored with your shop customer account (see 4.2).

Legal basis:

• Contract.

• Our legitimate interest in preventing fraud.

3.9 Usage analytics and crash reports (optional)

These are off unless you switch on Usage analytics, during setup or later in Profile → Usage analytics.

When switched on:

• Google Analytics for Firebase receives:

• the screens you view;

• key steps such as sign-up, finishing setup, starting a trial, subscribing, renewing or cancelling, and using a referral code (but not the code itself);

• your plan and its price;

• your device type, operating system and app version;

• an approximate location that Google works out from your IP address.

This is linked to your Noew account ID.

• Crash reports from the app go to Google Firebase Crashlytics and Sentry.

What they never include: health readings, scores, setup answers or calendar data.

When switched off: Google's software still sends a few basic signals that don't identify you or your device, for example that the app was opened or updated.

Legal basis: your consent. Turn it off at any time in Profile → Usage analytics.

3.10 Advertising measurement (optional)

This is off unless you switch on Advertising in the app, and then allow tracking when iOS asks.

When on:

• The app tells Meta (Meta Platforms Ireland Ltd) when you complete registration, start a trial, subscribe, or start an upgrade to Noew Plus.

• This lets us measure whether our ads work.

• Meta may link these events to your Meta account and uses them under its own privacy policy.

What we never send:

• We never send health data, scores, setup answers or calendar data to Meta.

• We don't collect your device's advertising identifier.

Install attribution: we also use Apple's privacy-preserving ad attribution (SKAdNetwork). It tells ad networks such as Meta and Google whether an ad led to an install, without identifying you.

Legal basis: your consent.

Turning it off:

• In the app: Profile → Usage analytics → Advertising.

• On your iPhone: Settings → Privacy & Security → Tracking.

3.11 Contacting us

If you email support@noew.co or info@noew.co, we keep your message and our reply so that we can help you. Our email is hosted by Google Workspace.

Legal basis: our legitimate interest in answering you, or contract where your question is about your account or an order.

3.12 Security, logs and error reports

What we record:

• Server logs: when you use the app, our servers record technical data such as your IP address, the time and the address requested, and any errors.

• Error reports: errors on our servers are reported to Sentry with an internal user number, not your email address.

• Internal alerts: our team is alerted about errors through Slack.

Legal basis: our legitimate interest in keeping Noew secure and working.

4. Our website and web shop (noew.co)

4.1 Contact forms, newsletter and waitlist

What we collect:

• your name and email address, if you fill in a contact form, sign up for updates, or join a waitlist or our newsletter

• anything else you choose to include in your message

Legal basis:

• Your consent for newsletters and updates; you can unsubscribe at any time.

• Our legitimate interest in answering messages.

4.2 Shop orders and your shop account

What we collect when you buy sachets or Noew Plus on noew.co:

• your name and email address

• your delivery and billing address

• your phone number, if you give it

• your order history and subscription details

• your credit balance

Payments: handled by Shopify and the payment provider you choose at checkout. We don't receive your full card details.

Legal basis:

• Contract.

• Legal obligation for the records Dutch tax law requires us to keep.

4.3 Your sachet box

When this applies: if your shop account is linked to your Noew app account and you have at least 7 days of Apple Health data.

How the mix is worked out:

• Our servers use your recent nutrient estimates to suggest the mix of sachets in your box.

• The suggested mix is passed to our shop system.

• It is shown to you in your account on noew.co, a page delivered through Shopify.

• We keep a record of each box's mix with your order.

What is shared: only the mix, never the underlying health readings.

Legal basis: your explicit consent (see 3.2), because the mix is worked out from health data.

4.4 Cookies and similar technologies

What we use them for:

• To make the site work (strictly necessary cookies).

• To understand how visitors use the site (analytics cookies).

• To support marketing and advertising, if you agree (marketing cookies).

Your consent:

• Non-essential cookies are placed only after you agree in the cookie banner.

• You can change or withdraw your choice at any time in the site's cookie settings, or in your browser settings.

The cookie settings list each cookie, what it is for and how long it lasts.

4.5 Data collected automatically on the website

What we collect:

• technical data such as your IP address, browser type and version, device type, operating system, the page that referred you, and the pages you visit

• usage data from cookies and similar technologies (see 4.4)

Legal basis:

• Our legitimate interest in basic site analytics and security.

• Your consent for non-essential cookies.

5. Who we share data with

We never sell personal data. We share it only as described below.

Service providers process data on our behalf, under contract and on our instructions only:

Other companies that use data for their own purposes, under their own privacy policies:

• Apple: App Store purchases and subscriptions, Apple Health on your device, iCloud Calendar (if you connect it), Apple Maps address search, and push notifications.

• Google: Google Calendar, if you connect it.

• Meta: only if you switch on advertising measurement and allow tracking.

• The payment provider you choose in our web shop.

We may also share data:

• with professional advisers such as lawyers and accountants, who are bound by confidentiality;

• with authorities, where the law requires it;

• with a buyer, if Noew is involved in a merger or sale of the business. Your data would stay protected under this notice. We would ask for your consent before data from Google is transferred.

6. Our commitments on health data

• We use your health data only to provide Noew's features to you. That includes data from Apple Health, the health-related answers and logs you give us, and everything we work out from them.

• We never sell it.

• We never use it for advertising, marketing or data mining, and never share it with advertisers, data brokers or information resellers.

• We share it only with the service providers in section 5 that host and run Noew for us. The one other place it goes is the sachet mix shown in your noew.co account (section 4.3).

• We never store it in iCloud.

• We don't use it to train general-purpose AI models, and we won't use it for research without asking you first.

7. Google user data

What we access:

• If you connect Google Calendar, Noew asks Google for read-only access to your calendar events (the permission https://www.googleapis.com/auth/calendar.events.readonly).

• We read only events on your primary calendar, and only for the current day.

• From each event we use the start time, end time, all-day flag and title.

How we use it:

• To estimate how demanding your day is, which adjusts your energy forecast in the app.

• To estimate stress-related nutrient needs, which shape your recommendations and your sachet box mix.

• Titles are used only in memory (see section 3.5).

• We use Google data only to provide and improve features you see in Noew.

How we store it:

• Your Google access token is stored encrypted on our servers.

• Busy times are kept for 12 hours, and daily summaries while you have an account.

• Event titles and other event details are never stored.

Who we share it with:

• Who processes it: only the service providers that host our servers and database (Vercel and Neon), for the purposes above. Daily meeting-load figures can feed into the sachet mix shown in your noew.co account.

• Never for ads or brokers: we never transfer Google data to advertising platforms, data brokers or information resellers.

• Never for ads or credit decisions: we never use it for advertising or to assess creditworthiness.

• Never for AI training: we never use it to develop, improve or train general-purpose AI or machine-learning models.

• People: no person at Noew reads your calendar data, except in three cases: with your explicit permission (for example, when you ask for support), for security reasons such as investigating abuse, or where the law requires it.

Deleting it and removing access:

• Disconnect Google Calendar in the app to delete your access token and stop all reading.

• Delete your account to delete your daily summaries.

• Remove Noew from your Google Account at myaccount.google.com/connections.

Limited Use: Noew's use and transfer to any other app of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements. Noew also complies with the Google Workspace API User Data and Developer Policy.

8. International transfers

Our main database is in the European Union (Frankfurt, Germany). Some of our service providers are based outside the EU or the UK, or process data there, as shown in section 5.

When data goes outside the EU/EEA, we rely on one of these:

• an adequacy decision of the European Commission, including the EU–US Data Privacy Framework where the provider is certified;

• the European Commission's Standard Contractual Clauses.

UK data is protected under the equivalent UK rules.

9. How long we keep data

When we no longer need data, we delete it or make it anonymous.

10. Automated evaluation of your data (profiling)

Noew's scores and recommendations are produced automatically from your health data. Under data protection law this is called profiling.

How it works:

• Your scores: Recovery, Sleep and Strain compare your recent readings with your own personal baselines. While we're still learning those baselines, they also compare with typical values from published research.

• Energy forecast: your energy for the day is forecast from those scores, the time of day, your usual sleep timing, local daylight and, if connected, your calendar load.

• Nutrients and sachets:

• Nutrient estimates come from your activity, sleep, stress signals, alcohol intake and sweat rate.

• Sachet recommendations and their timing follow from all of the above.

What it affects: what the app shows you, what it recommends, the mix in your sachet box, and which notifications you receive.

What it doesn't do:

• It makes no decisions with legal or similarly significant effects. For example, nothing about insurance, credit or employment.

• It is not medical advice.

You can ignore any recommendation. To ask how a result was reached, email us.

11. Your rights

You have the right to:

• Access: get a copy of your personal data and information about how we use it.

• Rectification: have inaccurate or incomplete data corrected.

• Erasure: have your data deleted.

• Restriction: have the use of your data restricted.

• Objection: object to our use of your data based on legitimate interests.

• Portability: receive the data you gave us in a structured, machine-readable format.

• Withdrawal of consent: withdraw consent at any time. This doesn't affect what we did with your data before. Without access to your health data, Noew can't calculate your scores.

• Complaint: complain to a data protection authority.

What you can do in the app yourself:

• Delete your account: Profile → Delete account.

• Disconnect a calendar: in the calendar settings.

• Turn usage analytics or advertising measurement on or off: Profile → Usage analytics.

• Choose which notifications you get: in the app, or in iPhone Settings → Notifications.

• Stop Apple Health access: iPhone Settings → Health → Data Access & Devices.

Anything else: for any other request, including a copy of your data, email info@noew.co.

• We reply within one month.

• We may ask you to confirm the request from the email address on your account, so we know it's you.

Deleting your account:

• What it deletes:

• your Noew account and your sign-in account at Clerk;

• your Apple Health readings, setup answers, logs and calendar connections.

These are deleted from our live systems straight away. Copies in backups, server logs and error reports are gone within 90 days.

• What it doesn't delete:

• An App Store subscription: deleting your account doesn't cancel it. Cancel it in your Apple ID settings.

• Your noew.co shop account and orders: email us to have those deleted.

• Records the law requires us to keep: we keep order, invoice and credit records for 7 years.

• Usage analytics already sent to Google: these expire within 14 months. Email us if you'd like them deleted sooner.

• Your Google permission: remove Noew from your Google Account as described in section 7.

Complaints: in the Netherlands, contact the Autoriteit Persoonsgegevens: autoriteitpersoonsgegevens.nl, Postbus 93374, 2509 AJ Den Haag. If you live in another EU country, you can also contact your local authority. In the UK, contact the Information Commissioner's Office (ico.org.uk).

12. Where your data comes from

Most of your data comes from you: through the app, the website or the shop. We also receive data from:

• Apple Health: readings recorded by the devices and apps you use.

• Your calendar provider: Google or Apple, if you connect a calendar.

• Apple: about App Store purchases.

• Shopify: about shop orders.

• The friend who referred you: if you joined through a referral.

13. Children

Noew is for people aged 16 and over. We don't knowingly collect data from anyone younger. If you believe a child has given us personal data, contact us and we'll delete it.

14. Security

How we protect your data:

• Data is encrypted in transit.

• Calendar access tokens and passwords are encrypted when stored.

• Access to personal data is limited to the people and providers who need it.

• Our providers are bound by contracts to protect it.

No system is completely secure, but we work to protect your data against unauthorised access, loss or misuse.

15. UK users

If you live in the UK:

• The UK GDPR and the Data Protection Act 2018 apply to how we use your data, with the same rights as described above.

• You can complain to the Information Commissioner's Office (ico.org.uk).

16. Changes to this notice

We may update this notice.

• Where changes appear: on this page, with a new "Last updated" date.

• Important changes: we'll tell you in the app before they take effect.

• New purposes: if we want to use your data for a purpose you haven't agreed to, we'll ask you first.

17. Contact

Noew B.V., Leidseplein 12, 1017 PT Amsterdam, the Netherlands

info@noew.co