The Softlands™

Legal

Privacy Notice

Last updated: 8 June 2026

This Privacy Notice explains how The Insights Loop Limited, trading as The Softlands ("we", "us", "our"), collects, uses, shares and protects personal data when you use thesoftlands.com and related services (the "Service"). The Insights Loop Limited is the data controller for the personal data described in this notice.

1. Personal data we collect

  • Account data: name, email address, password (hashed), authentication identifiers.
  • Child-related content you provide: the first name, age, favourite toy and story preferences you submit to generate a Softling or story. We treat this as sensitive and minimise its use.
  • Generated content: Softlings, stories, audio and images created on your account.
  • Support correspondence: messages you send us.
  • Usage and device data: log data, IP address, browser type, device identifiers, cookies and similar technologies.

2. How we use personal data

  • Creating and managing your account (legal basis: contract).
  • Generating personalised Softlings, stories and audio (legal basis: contract).
  • Providing customer support (legal basis: contract / legitimate interests).
  • Security, fraud prevention and abuse detection (legal basis: legitimate interests / legal obligation).
  • Improving the Service, including aggregated analytics (legal basis: legitimate interests).
  • Sending service emails and, with consent where required, marketing emails (legal basis: consent / legitimate interests).
  • Complying with legal obligations (legal basis: legal obligation).

3. Who we share data with

  • Paddle.com Market Limited — our Merchant of Record. Paddle processes all payments, subscription billing, tax and invoicing. See Paddle's privacy notice.
  • Hosting and infrastructure providers (e.g. Supabase, Cloudflare) that store data and serve the Service.
  • AI model providers used to generate stories, images and audio. Inputs are sent solely to produce your requested output.
  • Email delivery providers used to send account, transactional and notification emails.
  • Professional advisers (legal, accounting) and authorities where required by law.

We do not sell your personal data, and we never sell or share children's data for advertising.

4. International transfers

Some of our providers are located outside the UK/EEA. Where personal data is transferred internationally, we rely on appropriate safeguards such as UK/EU Standard Contractual Clauses or adequacy decisions.

5. Data retention

We retain personal data for as long as your account is active and for a reasonable period afterwards to comply with legal obligations, resolve disputes and enforce our agreements. You can request deletion of your account at any time, and we will delete or anonymise personal data that we no longer need.

6. Your rights

Subject to applicable law, you have the right to access, rectify, erase, restrict or object to processing of your personal data, to data portability, and to withdraw consent at any time. UK/EEA users may complain to their local data protection authority (in the UK, the ICO).

To exercise these rights, email privacy@thesoftlands.com. We respond within one month.

7. Security

We use appropriate technical and organisational measures — including encryption in transit, access controls and least-privilege practices — to protect personal data.

8. Cookies

We use strictly necessary cookies to operate the Service (e.g. authentication) and limited analytics cookies to understand usage. You can manage cookies through your browser settings.

9. Contact us

The Insights Loop Limited, trading as The Softlands. Email: privacy@thesoftlands.com.