Softmax

Traction Health — Privacy Policy

Last Updated: October 27, 2026

Introduction

Traction Health ("we," "us," or "our"), operated by Softmax Ltd, provides the Traction Health mobile application (the "App"). This Privacy Policy explains how we collect, use, share, and protect your personal information when you use our App.

By using the App, you agree to the collection and use of information in accordance with this Privacy Policy.

Information We Collect

Account Information

When you create an account, we collect:

  • Name (first and last name)
  • Email address
  • Phone number (optional)

You may also provide optional profile information such as date of birth and an avatar.

You can sign up using email and password, Google Sign-In, or Apple Sign-In. If you use a third-party sign-in method, we receive your name and email address from that provider. We also support anonymous device-based accounts that do not require personal contact information.

Health and Fitness Data

The App is a habit and task tracking tool. We collect:

  • Habit and task names, descriptions, and categories
  • Completion logs (date, value, and completion status)
  • Streak and completion rate metrics
  • Schedule and reminder preferences

Apple Health and Health Connect. You can optionally link a habit to one metric from Apple Health (iOS) or Health Connect (Android), such as steps, distance, active energy, flights climbed, exercise and workout minutes, sleep, mindful minutes, water, caffeine, weight, or wheelchair pushes. When you do, the App reads that metric on your device, reduces it to a single total per day, and uses it to mark the habit complete. Only that daily total for each linked habit is stored with your account so the habit stays in sync across your devices. Raw samples, timestamps, routes, and source devices never leave your device. If you log a linked habit by hand, the App writes that entry back to Apple Health or Health Connect so your records agree. Health data is read only after you grant permission in the system dialog, and we never use it for advertising, analytics, or research, never sell it, never share it with third parties, and never store it in iCloud. If you share a linked habit or add it to a group, its daily progress is visible to those people in the same way as any other habit. You can unlink a habit, disconnect all habits under Settings > Health data, or revoke access in the Apple Health or Health Connect settings at any time; totals already synced stay on the habit until you delete the habit or your account.

User-Generated Content

  • Custom habit and task names, descriptions, and categories
  • Feedback and bug report text, including steps to reproduce and expected behavior
  • Photos or screenshots submitted with bug reports (up to 5 per report)

Community and Social Data

Traction Health includes optional community features (shared habits, partnerships, and groups) that let you connect with other people, share your progress, and encourage each other. These features are only available after you create an account with an email address and claim a username; anonymous device-based accounts cannot access community features.

When you use community features, the following information is created and processed:

  • Public profile: your chosen username (display name), your avatar (provided by your sign-in provider), and the date you joined.
  • Connection codes and invite links: a shareable code in the form TRACT-XXXXXX and a corresponding invite link. Anyone you give this code or link to can view a preview of your public profile (username, avatar, join date, and, unless you hide them, your aggregate streak and habit-count statistics) and send you a connection request.
  • Shared habit data: when you share a habit or join a group, the habit's name, your completion progress, streaks, completion rate, and group leaderboard ranking become visible to the people you have shared with or the members of that group.
  • Messages and interactions: comments, "nudges" (with optional messages), @mentions, and emoji reactions that you send. These are stored and shown to the other participants in the relevant share or group, and may appear in their community activity feed.
  • Connections and group membership: the list of people you are connected to and the groups you belong to.
  • Safety actions: records of users you block and reports you submit about other users.

You control how much you share: you can hide your statistics from the community, change or regenerate your connection code, block other users, report abusive content or behavior, and leave any group or end any share at any time.

Device Information

We collect certain device information to provide core App functionality:

  • Device identifier (a unique ID generated and stored locally on your device)
  • Device model, platform (iOS/Android), and operating system version
  • App version

Diagnostics and Usage Data

To maintain and improve the App, we collect:

  • Crash data (crash logs and exception reports via Sentry)
  • Performance data (app launch time, request latency, and error rates)
  • Session diagnostics (interaction and error data via LogRocket for debugging purposes, linked to your account; authentication credentials and community message content are excluded from capture)
  • Bug report diagnostics (device model, OS version, app version, screen size, locale, timezone, and network type, collected only when you submit a bug report)

Push Notification Tokens

If you enable push notifications, we collect your Expo push notification token along with your device platform and model to deliver habit and task reminders.

Ad Measurement (AppsFlyer)

We advertise Traction on Google and Apple. To understand which ads bring people who go on to use the App, and what each of those people costs us, we use AppsFlyer, a mobile measurement company. AppsFlyer acts as our processor: it handles this data on our instructions and under a data processing agreement with us.

When it is on. If you are in the European Economic Area, the United Kingdom or Switzerland, ad measurement stays off until you allow it. The App asks you once, after you sign in, and nothing is sent to AppsFlyer unless you choose "Allow". Everywhere else, ad measurement is on by default. Wherever you are, you can turn it off at any time in Settings > Privacy > Ad measurement, and the App works exactly the same with it off. The App works out which applies from your device's time zone and region settings, and asks you if it cannot tell.

What AppsFlyer receives while it is on:

  • a random ID that AppsFlyer creates for this installation of the App, and a random ID we create for it (neither is your name, email or account ID);
  • which ad, if any, led to the install: the ad network, campaign and ad group, using the Google Play install referrer on Android and Apple's AdServices on iOS;
  • basic device and app details: device model, operating system and app version, language, and your IP address, from which AppsFlyer works out your country;
  • when the App is installed and opened, and when you create a habit, check one in (and whether that was in the App, from the widget or automatically), or join a group.

What AppsFlyer never receives: your name, email address, phone number or account ID; the names, categories or details of your habits; any health or fitness readings; anything you share with friends or groups. We do not use your device's advertising ID (IDFA on iPhone, Advertising ID on Android), and we do not ask iOS for permission to track you.

Google. For installs that came from a Google ad, AppsFlyer shares these events with Google, so that Google Ads can tell us which of its ads worked. Google acts as an independent controller for this data under its own terms. We tell Google not to use it to show you personalized ads.

Why, and our legal basis. We use this information only to measure how well our advertising works, for example how much we spend for each person who creates their first habit. In the European Economic Area, the United Kingdom and Switzerland, our legal basis is your consent, which also covers storing and reading the identifiers on your device under the UK Privacy and Electronic Communications Regulations and the EU ePrivacy rules. Elsewhere, our legal basis is our legitimate interest in measuring and improving our advertising, which we balance against your interests by sending no names, contact details, habit content or health data, using no advertising ID, and letting you switch it off at any time.

How long we keep it. We keep the measurement record for an installation while you use Traction, and delete it with your account (within 14 days of you deleting it), or straight away when you turn ad measurement off. AppsFlyer keeps event-level data for 90 days, and aggregated reports that do not identify you for up to 25 months.

Changing your mind. Turn off Settings > Privacy > Ad measurement at any time. The App stops sending data to AppsFlyer immediately, and we delete the measurement data we hold for that installation. Turning it off does not affect what was processed before.

International transfers. AppsFlyer is based in Israel, which the UK and the EU recognise as providing adequate protection for personal data.

Your rights. You can ask us for a copy of this data, or ask us to delete it, by emailing support@softmaxco.io. We will pass deletion requests on to AppsFlyer.

How We Use Your Information

We use the information we collect for the following purposes:

  • App Functionality: to authenticate your account, sync your data across devices, deliver push notification reminders, and provide customer support.
  • Analytics: to understand app performance, diagnose crashes and errors, and improve the user experience. Analytics data is linked to your identity to help us debug issues and understand usage patterns.
  • Ad measurement: to measure which of our own ads bring people to the App, through AppsFlyer, as described under Ad Measurement.

We do not use your data for:

  • Third-party advertising
  • Showing you personalized or targeted ads
  • Sharing with data brokers
  • Tracking you across other apps or websites

How We Share Your Information

We share your information only with the following service providers, solely to operate and maintain the App:

  • Firebase (Google) - authentication, file storage: email, name, auth tokens, bug report attachments.
  • Sentry - crash reporting and performance monitoring: crash logs, performance metrics, device info.
  • LogRocket - session replay and error debugging: user ID, session interaction data, error events.
  • Expo - push notification delivery: push notification tokens, device platform.
  • Anthropic - grouping in-app feedback so duplicate reports are handled together: feedback report text and the screen it was sent from, never your name, username or email.
  • Resend - delivering feedback reports to our team by email: report text, diagnostics, your account email as the reply address.
  • GitHub - tracking bug reports in a private repository: bug report text and diagnostics, never your email.
  • AppsFlyer - measuring which of our ads lead to installs and use, while ad measurement is on: random install IDs, ad source, device and app details, IP address, app opens, habit created, check-in and group joined events.

These providers process data on our behalf and are contractually obligated to use it only for the purposes described above. The community features have not added any new third-party service providers.

Google Ads. For installs that came from a Google ad, and while ad measurement is on, AppsFlyer shares the events listed under Ad Measurement with Google so that Google Ads can report which of its ads worked. Google receives them as an independent controller, and we tell Google not to use them for personalized ads.

Sharing With Other Users

When you use community features, you share information directly with other people you choose to connect with. Your username, avatar, shared habit progress, comments, nudges, reactions, and group leaderboard standing are visible to your connections and the members of groups you join, and anyone you give your connection code or invite link to can view a preview of your public profile. This sharing is initiated by you and only occurs when you opt into community features. We do not make your community activity public on the open internet or to users you have not connected with.

We do not sell your personal information. We do not share your data with data brokers, and the only data an advertising company receives is the ad measurement data described under Ad Measurement, which is never used to show you personalized ads.

Data Retention

  • Your account data and habit/task data are retained as long as your account is active.
  • When you delete your account, we initiate deletion of your data with a 14-day grace period, after which your data is permanently removed from our systems.
  • When you delete your account, your community data — including connections, shared habits, comments, nudges, reactions, group memberships, blocks, and reports — is deleted along with your account, and your username, avatar, and connection code are removed from public view.
  • Daily totals synced from Apple Health or Health Connect are retained with the linked habit and deleted with the habit or the account.
  • Crash and diagnostic logs are retained according to the retention policies of our service providers (Sentry and LogRocket).
  • Ad measurement records are kept while you use the App and deleted with your account or when you turn ad measurement off; AppsFlyer keeps event-level data for 90 days and aggregated reports for up to 25 months.
  • Bug reports and feedback are retained to improve the App and may be removed upon request.

Data Security

We take reasonable measures to protect your information:

  • Authentication tokens are stored in encrypted device storage (Secure Store on iOS, encrypted preferences on Android).
  • All data transmitted between the App and our servers is encrypted using HTTPS/TLS.
  • Passwords are never stored on your device; authentication is handled by Firebase.
  • LogRocket sanitizes authentication request and response bodies to prevent credential exposure.

While we strive to protect your personal information, no method of electronic transmission or storage is completely secure. We cannot guarantee absolute security.

Your Rights and Choices

Depending on your jurisdiction, you may have the following rights:

  • Access: request a copy of the personal data we hold about you.
  • Correction: update or correct inaccurate personal information through your in-app profile settings.
  • Deletion: delete your account and associated data from within the App or by contacting us.
  • Push Notifications: disable push notifications at any time through your device settings.
  • Ad Measurement: turn ad measurement off at any time in Settings > Privacy > Ad measurement.
  • Health Data: unlink any habit, disconnect all habits under Settings > Health data, or revoke access in Apple Health or Health Connect settings.
  • Anonymous Use: use the App with a device-based account without providing personal contact information. Community features are not available to anonymous accounts.
  • Community Privacy: hide your statistics from the community, change or regenerate your connection code, block other users, report abusive content or behavior, and leave any group or end any share at any time from within the App.

To exercise any of these rights, contact us at the address listed below.

California Residents (CCPA)

If you are a California resident, you have the right to:

  • Know what personal information we collect, use, and disclose
  • Request deletion of your personal information
  • Not be discriminated against for exercising your privacy rights

We do not sell personal information as defined by the California Consumer Privacy Act.

European Residents (GDPR)

If you are located in the European Economic Area, the United Kingdom or Switzerland, our legal bases for processing your information are:

  • Contract: processing necessary to provide the App's services to you
  • Legitimate Interest: processing necessary for analytics, crash reporting, and improving the App
  • Consent: where required, such as for push notifications and ad measurement

You may also have the right to data portability and the right to lodge a complaint with your local data protection authority.

Children's Privacy

The App is not directed to children under the age of 13. We do not knowingly collect personal information from children under 13. If you believe we have collected information from a child under 13, please contact us so we can promptly delete it.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will notify you of any material changes by posting the updated policy within the App or on our website and updating the "Last Updated" date above. Your continued use of the App after changes are posted constitutes your acceptance of the updated policy.

Contact Us

If you have any questions about this Privacy Policy or our data practices, please contact us at:

Email: support@softmaxco.io
Website: https://softmaxco.io

Traction Health is operated by Softmax Ltd, 46 Regents Park Road, London NW1 7SX, registered in England and Wales under company number 15897507.