Privacy Policy

Last updated: July 2026

Who we are (the data controller)

The controller of your personal data is SwiftLead Ltd, registered in England and Wales, company no. 16743938, registered office Unit 82a James Carter Road, Mildenhall, Bury St. Edmunds, England, IP28 7DE. We trade as Tiny Sleepers and our website is https://tinysleepers.co.uk.

For anything about your data, email info@swiftlead.co.uk. We are not required to appoint a Data Protection Officer and have not done so; your enquiry goes to the company directly.

What data we collect

Enquiries and callback forms: your name, email address, phone number where you give it, your baby's age and your message.
Newsletter and free guide sign-ups: email address and first name.
Quiz submissions: your answers about your baby's sleep, plus your name and email if you give them.
Client intake questionnaire: a detailed picture of your baby — age, weight and feeding, medical conditions, medication, allergies, development and sleep history — and information about your own wellbeing, including exhaustion and mental health. This is the most sensitive data we hold. See “Health data” below.
WhatsApp conversations: the messages you exchange with us while we support you, which in practice often include health information about your baby and about you.
Purchases: your name and email, and the fact and amount of the transaction. We never see or store your card details — those go directly to Stripe.
Website usage: only if you accept analytics cookies. See “Cookies and tracking”.

Health data about your baby and about you

Information about health is special-category data under Article 9 of the UK GDPR and gets extra protection. We rely on your explicit consent (Article 9(2)(a)) to process it.

That is why the intake questionnaire has a separate, unticked consent box that you must tick before it will submit — it is not bundled into our terms, and we do not accept the form without it. You can withdraw that consent at any time by emailing us. Withdrawal does not affect anything we lawfully did before you withdrew, but it does mean we stop, and it may mean we can no longer provide the support you booked.

You do not have to give us health information at all. If you would rather not, say so and we will tell you honestly what we can and cannot do without it.

Why we use your data, and our lawful basis

To provide the support you have paid for — writing and adjusting your sleep plan, answering your messages. Lawful basis: performance of a contract, plus explicit consent for any health data involved.
To answer enquiries from people who have not bought anything. Lawful basis: legitimate interests (responding to someone who contacted us).
To send free guides and sleep emails. Lawful basis: consent, given when you sign up. Every email has an unsubscribe link and we act on it.
To take payment and keep accounting records. Lawful basis: contract and legal obligation.
To understand how the site is used. Lawful basis: consent, given through the cookie banner. Decline and none of it runs.

Who we share it with (our processors)

We do not sell your data and we do not share it for anyone else's marketing. We do use these service providers, who process data on our instructions:

Resend — sends our emails and stores our mailing list.
Google (Gmail / Google Workspace) — our email inbox, so your messages to us sit there.
Stripe — takes payments. Stripe is the controller of your card data, not us.
Vercel — hosts the website and runs its server-side functions.
WhatsApp (Meta) — carries our support conversations. Messages are end-to-end encrypted in transit; Meta still processes metadata under its own terms.
Meta — advertising pixel, only if you accept analytics cookies.
Google Analytics and Google Ads — site measurement and ad conversion tracking, only if you accept analytics cookies.
Microsoft Clarity — anonymised session recording and heatmaps, only if you accept analytics cookies. Form inputs on our intake and quiz pages are masked so their contents are not captured.

We may also disclose data where the law requires it, or to establish or defend a legal claim.

Where your data is stored

Your enquiry and support data lives in our email systems (Resend and Google Workspace) and, for active clients, in case files held on secured, access-controlled devices under our control. We do not operate a customer database beyond that.

Some of our processors are based in, or transfer data to, the United States. Those transfers rely on the UK International Data Transfer Addendum to the EU Standard Contractual Clauses, or on the UK Extension to the EU–US Data Privacy Framework where the provider is certified under it.

How long we keep it

Client case records (intake answers, plans, WhatsApp support history): deleted 12 months after your support ends.
Enquiries that did not become bookings: deleted within 12 months of the last contact.
Mailing list: kept until you unsubscribe, then removed.
Payment and accounting records: kept for 6 years, because HMRC requires it. This is a legal obligation and is not affected by withdrawing consent.

Cookies and tracking

When you first arrive you are asked whether to allow analytics cookies. Declining is as easy as accepting, we remember your choice, and there is no cookie wall.

If you decline, Google Analytics, Google Ads, the Meta pixel and Microsoft Clarity are never loaded at all — they are not merely switched off. We use a small amount of essential local storage to remember that choice and a few interface preferences; that does not require consent.

To change your mind, clear this site's storage in your browser and you will be asked again, or email us and we will confirm what we hold.

Your rights

Under UK GDPR you have the right to:

Be told what we hold about you, and get a copy (a subject access request)
Have inaccurate data corrected
Have your data erased
Restrict or object to how we use it
Receive your data in a portable format
Withdraw consent at any time, including consent to health data
Not be subject to decisions made purely by automated means — we make none

Email info@swiftlead.co.uk and we will respond within one month. There is no charge.

Children's data

The data we hold about babies and children is given to us by their parent or guardian, who exercises these rights on their behalf. Our services are sold to adults; the site is not directed at children.

Complaints

Please tell us first at info@swiftlead.co.uk and we will try to put it right. You also have the right to complain to the UK supervisory authority, the Information Commissioner's Office — ico.org.uk/make-a-complaint, helpline 0303 123 1113. You do not need our permission to do so.

Changes to this policy

If we change how we use your data we will update this page and change the date at the top. Where the change is significant and we rely on your consent, we will ask again.