Privacy Policy — Holistic Sleep Coaching Program
Effective Date: 26th July 2026
Business Name: Families Work Limited (company number 07850129)
Website: https://holisticsleepcoaching.com/
Contact Email: info@babyem.co.uk
1. Introduction
Families Work Limited is a company registered in England and Wales, company number 07850129, with its registered office at 335 Victoria Park Road, London E9 5DX. Our trading address is 1 Mentmore Terrace, London E8 3PN. We trade as Babyem, and the Holistic Sleep Coaching Program is a Babyem programme. In this policy, “we”, “us” and “our” mean Families Work Limited, which is the data controller for the personal data described here.
We are committed to protecting and respecting your privacy. This Privacy Policy explains how we collect, use, store, and share your personal data, in accordance with the UK General Data Protection Regulation (UK GDPR).
2. Data We Collect
We may collect and process the following types of data:
- Contact Information: name, email, phone number, address
- Order & Billing Information: billing address, partial payment data (via third-party providers)
- Account Data: usernames, course progress, support queries
- Technical Data: IP address, browser type, device information
- Marketing Data: preferences, open/click data on emails
3. How We Collect Data
We collect data when you:
- Purchase or enrol in a course
- Subscribe to our email list
- Contact us via forms, email, or phone
- Use our website (cookies and analytics tools)
4. Lawful Bases for Processing
We process your data under the following legal bases:
- Contract: to fulfil course purchases and support
- Consent: when you opt in to marketing
- Legal obligation: when required by law (e.g. financial records)
- Legitimate interests: to improve our services and communicate relevant updates
5. How We Use Your Data
We use your data to:
- Deliver courses and services
- Process payments securely via third-party providers (e.g. Stripe, ThriveCart)
- Email you about course updates, reminders, and offers (if opted in)
- Improve user experience and website performance
- Maintain records for customer service and tax compliance
6. Who We Share Data With
We share your personal data only with the categories of recipient set out below, and only where we have a lawful basis to do so. Where these parties process data on our behalf, they act on our instructions under a written contract and may not use your data for their own purposes.
- Payment providers — to take and reconcile payments (currently Stripe and ThriveCart). We do not receive or store your full card details.
- Email and CRM platforms — to send course communications and, where you have opted in, marketing (currently ActiveCampaign).
- Course delivery and hosting platforms — to give you access to modules, video and community areas (currently our WordPress-based platform, Searchie and membership.io).
- Website, analytics and advertising providers — to run the site and understand how it is used (currently Google Analytics, Google Ads, Microsoft Clarity and Meta). These are set through cookies and similar technologies — see section 12.
- Scheduling and survey tools — to book calls and handle enquiries (currently Calendly and Typeform).
- Our awarding organisation and external assessors — where you are enrolled on the accredited programme, to register you, verify your assessments and issue your certification.
- Tutors, assessors, mentors and guest speakers — to teach, supervise and assess you as part of the programme.
- Professional advisers — our accountants, insurers, auditors and lawyers, where they need it in order to advise us.
- Authorities and regulators — where we are required to disclose data by law, or to establish, exercise or defend legal claims.
- A buyer or successor — if our business or part of it is sold, transferred or reorganised, your data may be transferred as part of that.
If you appear in our public coaches directory, the details on your profile are published on this website and visible to anyone. You choose what to include, and you can ask us to amend or remove your profile at any time.
Some of these providers are based outside the UK — see section 9.
We do not sell your personal data for money, and we do not pass it to third parties for them to use for their own marketing.
We do use advertising and analytics cookies provided by Google and Meta, described in section 12. Depending on where you live, cookie-based advertising of this kind may be treated as “selling” or “sharing” personal data under local law. You can control or block these cookies through your browser settings, and through the opt-out tools that Google and Meta provide.
7. AI Features In The Tools We Use
Some of the platforms listed above include AI-assisted features. For example, our video platform generates automatic transcripts and captions, and our email platform offers drafting suggestions. Where these features process personal data, the provider acts as our processor under a written contract.
We take steps to limit how third-party providers may use personal data they process on our behalf. Where providers offer a Data Processing Agreement or equivalent contractual restriction on the use of personal data for AI model training, we seek to put that in place. Where a setting exists to exclude our account data from model training, we apply it. We do not knowingly supply your personal data to any third party for the purpose of training AI models.
Some providers’ general terms do permit them to use aggregated or platform-level data to improve their services. We cannot guarantee this is prohibited in all cases without a signed restriction in place, and we are in the process of reviewing our agreements with all providers to confirm this. Where we identify a gap, we will update our practices and this policy.
We do not use AI to make decisions about you that have a legal or similarly significant effect. Decisions about enrolment, assessment outcomes, certification and refunds are made by a member of our team. AI may assist with drafting or summarising, but a person reviews the result and is accountable for it.
8. Information About The Families You Work With
Our programme includes case discussion, supervision and assessed case studies. This means you may tell us about families and children you support, including information about a child’s health, feeding, development or sleep. Health information is “special category data” and the law gives it additional protection.
If you share information about a client with us:
- Please anonymise it wherever possible. Use initials or a pseudonym, and leave out names, addresses, dates of birth and anything else not needed for the discussion.
- You are responsible for obtaining your client’s agreement before sharing their information with us, and for telling them how it will be used.
- We use what you share only to teach, supervise and assess you, and to meet the requirements of our awarding organisation.
- Recorded sessions and submitted case studies are stored on our course platforms and may be automatically transcribed.
Please do not share client information in community areas or group chats in a way that could identify a family.
9. International Transfers
If we transfer your data outside the UK (e.g. via email or course platforms), we ensure appropriate safeguards are in place. Where we use third-party tools or services that store data outside of the UK or EEA (e.g. the US), we ensure that appropriate safeguards such as Standard Contractual Clauses (SCCs) or adequacy decisions are in place to protect your data.
10. Data Retention
We retain your data:
- For as long as your account is active
- For 6 years after purchase for tax/legal compliance
- Until you request deletion (where applicable by law)
- For three years from the date your certification is issued, in the case of assessed case study material, after which we delete it
11. Your Rights
You have the right to:
- Access your personal data
- Request correction or deletion
- Withdraw consent at any time
- Object to processing or request data portability
To exercise your rights, email us at info@babyem.co.uk.
If you are unhappy with how we have handled your personal data, you also have the right to complain to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection. You can contact the ICO at ico.org.uk or on 0303 123 1113. We would always appreciate the chance to put things right first, so please do come to us before approaching them.
12. Cookies and Tracking
Our website uses cookies and similar technologies, including Google Analytics, Google Ads, Microsoft Clarity and the Meta pixel. Microsoft Clarity records how visitors interact with pages. We use these to:
- Improve site performance
- Understand how visitors use our site
- Measure and target our advertising
You can control cookie preferences via your browser settings.
13. Data Security
We take appropriate measures to protect your data against loss, misuse, and unauthorised access. Payment details are processed securely and never stored in raw form on our servers.
14. Changes to This Policy
We may update this policy from time to time. Any major changes will be posted on this page with an updated effective date.
15. Contact Us
If you have any questions about this Privacy Policy or your data, please contact us at:
Babyem, 1 Mentmore Terrace, London E8 3PN
0208 986 9008
