Terms and Conditions

1.1 These Terms and Conditions (“Terms”) govern your use of the maisie mobile application, website at maisieapp.com, and any related services (together, the “Service”).

1.2 These Terms are governed by Irish law. If you are a consumer resident in the Republic of Ireland or the United Kingdom, you also have rights under applicable consumer protection legislation, including the Irish Consumer Rights Act 2022 and, where applicable, the UK Consumer Rights Act 2015. Nothing in these Terms limits those statutory rights.

1.3 These Terms were last updated on the date shown above. We will notify you of material changes before they take effect.

2.1 The maisie app and Service are operated by:

2.2 References in these Terms to “maisie”, “we”, “us”, or “our” refer to Sinéad Hession trading as maisie.

2.3 References to “you” or “your” refer to the individual using the Service.

3.1 To use maisie, you must be at least 16 years of age. By creating an account, you confirm that you are 16 or older.

3.2 The Service is currently available to users in the Republic of Ireland and the United Kingdom. We may extend availability to additional territories in future. We reserve the right to restrict access in territories where we are unable to comply with applicable local law.

3.3 maisie is designed for use by mothers and adults. It is not directed at children under 16. If you are a parent or guardian and believe your child has created an account, please contact us at privacy@maisieapp.com and we will delete the account promptly.

3.4 You may only hold one active maisie account at any time.

4.1 To access maisie, you must create an account using a valid email address and password, or by authenticating through a supported third-party sign-in provider (such as Apple Sign In or Google Sign In).

4.2 You are responsible for maintaining the confidentiality of your account credentials and for all activity that occurs under your account. You must not share your account with any other person.

4.3 You must provide accurate and complete information when creating your account and keep that information up to date. We may suspend or terminate accounts where we have reason to believe information provided is inaccurate or misleading.

4.4 You must notify us immediately at founders@maisieapp.com if you become aware of any unauthorised access to or use of your account.

4.5 We are not liable for any loss or damage arising from your failure to maintain the security of your account credentials.

5.1 maisie is a subscription mobile application that enables you to build a daily practice of capturing one positive moment per day. Core features include:

5.2 The Gatekeeper mechanic — whereby your Living Feed remains blurred until all days of the current calendar month are logged — is a deliberate and core feature of the Service, not a technical error. By using maisie, you understand and accept this mechanic.

5.3 Some features described in our marketing materials or App Store listing are planned for future release phases and are not yet available in the current version of the app. We will not charge you for features that are not yet available.

5.4 We reserve the right to modify, update, or discontinue features of the Service at any time, provided that we do not materially reduce the core functionality you paid for during your current subscription period without giving you the right to cancel with a pro-rata refund of any unused period.

6.1 We offer a 30-day free trial of the full maisie Service to new users (“Free Trial”). No payment details are required to begin a Free Trial. You will not be charged at any point during your Free Trial period.

6.2 The Free Trial begins on the date you create your account and expires after 30 days. At the end of the Free Trial, access to paid features — including the Living Feed Gatekeeper unlock — will require an active subscription. Your access is not automatically extended and you will not be automatically charged. You must actively choose to subscribe to continue using paid features.

6.3 We will send you a reminder before your Free Trial ends so you are aware that paid features will become restricted. You can choose to subscribe at any point during or after the Free Trial (see Section 7). If you choose not to subscribe, you may continue to add daily entries during your trial period and access them if you subscribe at a later date — your content is not deleted when the trial ends.

6.4 You are entitled to one Free Trial per account. We reserve the right to limit or withdraw the Free Trial offer at any time for new users.

6.5 During the Free Trial, no commercial contract for a paid subscription exists between you and maisie. There is no payment, no auto-renewal, and no right of withdrawal applicable during this period — those terms apply only from the point you choose to purchase a subscription (see Section 8).

6.6 For Free Trials accessed through the Apple App Store or Google Play Store, the trial is initiated through the platform’s subscription flow. In this case, Apple or Google will require a payment method to be associated with your account before the trial begins — this is a platform requirement, not a maisie requirement. You will not be charged until you actively confirm a subscription purchase at the end of the trial. Apple and Google send their own trial end notifications in accordance with their platform requirements.

7.1 SUBSCRIPTION OPTIONS

At any point during or after your Free Trial, you may choose to subscribe to maisie on an auto-renewing basis:

Pricing is displayed in the App Store, Google Play Store, or on maisieapp.com at the time of purchase. Prices include VAT where applicable.

7.2 AUTO-RENEWAL

Your subscription renews automatically at the end of each billing period (annually or monthly, depending on your chosen plan) at the then-current subscription price, unless you cancel before the renewal date. By subscribing, you authorise us (or Apple or Google, as applicable) to charge your payment method on each renewal date without further action from you.

We will send you a renewal reminder at least 7 days before each annual renewal date. For monthly plans, your payment method is charged on the same date each month. Apple and Google also send their own renewal notifications in accordance with their platform requirements.

7.3 PAYMENT METHODS

Subscriptions may be purchased through:

Your payment is processed by the relevant platform provider. We do not store your payment card details. The platform provider’s own terms and privacy policy apply to payment processing.

7.4 PRICE CHANGES

We may change subscription prices at renewal. We will give you at least 30 days’ notice before a price increase takes effect on your account, and will seek your confirmation before charging you at the new price where required by Apple, Google, or applicable law. If you do not accept the new price, you may cancel before the renewal date.

7.5 FAILED PAYMENTS

If a payment fails, we will notify you and may retry the charge. For web subscriptions via Stripe, we provide a grace period of 7 days to update your payment details before access is restricted. For App Store and Google Play subscriptions, Apple’s and Google’s own billing retry logic applies.

8.1 DURING THE FREE TRIAL — NO ACTION NEEDED TO CANCEL

During your Free Trial, no payment has been made and no subscription contract exists. You can simply stop using maisie. When the trial expires, your access to paid features ends automatically. No cancellation steps are required, no charge is made, and no refund is needed.

If you began your trial through the App Store or Google Play and a payment method is associated with your account at platform level, ensure you have not confirmed a subscription purchase through Apple or Google. If in doubt, check Settings → [your name] → Subscriptions (iOS) or Play Store → Subscriptions (Android).

8.2 CANCELLING AN ACTIVE SUBSCRIPTION

You may cancel your subscription at any time. Cancelling stops the next automatic renewal. You will retain full access to the Service until the end of your current paid billing period. No refund is issued for the remainder of the current period.

Example: if your annual subscription renews on 1 January and you cancel on 1 March, you retain access until 31 December. You will not be charged again on the following 1 January.

How to cancel:

For annual subscriptions, cancel at least 24 hours before the renewal date to allow sufficient processing time.

8.3 AFTER THE 14-DAY PERIOD — YOUR OPTIONS

Once the 14-day cooling-off period has passed (or once you have used paid features, whichever is earlier), you do not have an automatic legal right to a refund for the current billing period. Your options are:

8.4 REFUNDS FOR SERVICE FAILURE

If maisie is unavailable or materially non-functional for an extended period due to our fault, you may be entitled to a partial refund or credit proportionate to the period affected. Contact founders@maisieapp.com.

8.5 PURCHASES MADE VIA APPLE APP STORE

For subscriptions purchased through Apple, all billing, renewal, and refund decisions are managed by Apple under Apple’s Media Services Terms and Conditions. We cannot issue refunds for App Store purchases directly.

8.6 PURCHASES MADE VIA GOOGLE PLAY

For subscriptions purchased through Google Play, all billing, renewal, and refund decisions are managed by Google under Google Play’s Terms of Service. We cannot issue refunds for Google Play purchases directly.

8.7 ACCOUNT DELETION

Deleting your account is separate from cancelling your subscription. If you delete your account during an active subscription:

We strongly recommend cancelling your subscription before deleting your account.

9.1 WHAT IT IS

At the end of your first year with maisie (and each subsequent year), you may choose to order a hardcover Storyboard book compiled from your year’s entries (“Storyboard Book”). The Storyboard Book is an optional add-on; it is not included in the base subscription price.

9.2 PRICING AND ORDERING

The current price of the Storyboard Book is €74.99 (or local currency equivalent), plus delivery. Pricing is displayed at the point of order. Orders are placed within the app or on maisieapp.com.

9.3 PRODUCTION AND FULFILMENT

The Storyboard Book is produced by a third-party print partner. Production and delivery timelines will be displayed at the time of order and are subject to the print partner’s capacity and delivery terms. We are not responsible for delays caused by the print partner or postal services, but we will work to resolve any issues on your behalf.

9.4 RIGHT OF WITHDRAWAL — PERSONALISED GOODS EXEMPTION

The Storyboard Book is a personalised product made to order using your specific content. Under the Irish Consumer Rights Act 2022 and EU Consumer Rights Directive, the 14-day right of withdrawal does not apply to goods that are clearly personalised or made to the consumer’s specifications.

By placing an order for your Storyboard Book, you acknowledge that it is a personalised product and that the right of withdrawal does not apply once production has commenced.

9.5 DEFECTIVE OR INCORRECT BOOKS

If your Storyboard Book arrives damaged, defective, or materially different from what you ordered, contact us at founders@maisieapp.com within 14 days of receipt with photographs of the issue. We will arrange a replacement or refund at no cost to you. This does not affect your statutory rights.

9.6 DATA USED IN THE BOOK

By ordering a Storyboard Book, you authorise us to share your selected entries, photos, and delivery details with our print partner solely for the purpose of producing and delivering your order. See our Privacy Policy for full details.

10.1 OWNERSHIP

All content you submit to maisie — including journal entries, text, photos, and any other material you upload (“Your Content”) — remains your property. We do not claim ownership of Your Content.

10.2 LICENCE TO maisie

By submitting Your Content to the Service, you grant maisie a limited, non-exclusive, royalty-free licence to store, process, display, and reproduce Your Content solely for the purpose of:

This licence does not extend to any commercial use of Your Content, advertising, or sharing Your Content with third parties beyond what is necessary to provide the Service. It terminates when you delete your account or the relevant content.

10.3 YOUR RESPONSIBILITY FOR YOUR CONTENT

You are solely responsible for Your Content. You confirm that:

10.4 CONTENT INVOLVING OTHERS

Many entries will naturally include photos or references to your baby and other people. You are responsible for ensuring you have appropriate rights to include images or details of third parties in your entries.

10.5 BACKUP

While we take reasonable steps to protect Your Content, we recommend maintaining your own copies of important photos. We are not liable for the permanent loss of Your Content due to technical failure, provided we have taken reasonable precautions.

10.6 DELETION

When you delete an entry, it is removed from your visible feed immediately. Full deletion from our systems occurs within 30 days, consistent with our Privacy Policy. When you delete your account, all Your Content is permanently deleted within 30 days.

11.1 The maisie app, website, design system, brand identity, prompt copy, affirmation copy, notification copy, Gatekeeper mechanic, Love Bubble concept, and all other content and technology forming part of the Service (excluding Your Content) are owned by or licensed to Sinéad Hession trading as maisie and are protected by copyright, trade mark, and other intellectual property laws.

11.2 We grant you a personal, non-exclusive, non-transferable, revocable licence to use the maisie app on your personal device(s) solely for your own personal, non-commercial use, in accordance with these Terms.

11.3 You must not:

11.4 Any feedback, suggestions, or ideas you share with us about improving the Service may be used by us freely without obligation to you.

12.1 maisie uses artificial intelligence (provided by Anthropic PBC) to generate personalised daily prompts and affirmation responses (“AI Content”). AI Content is generated in response to contextual signals including the time of day, your baby’s age, and — where you choose to share an entry — the content of that entry.

12.2 AI Content is designed to be warm, supportive, and reflective. It is not professional advice of any kind — not medical, psychological, therapeutic, nutritional, or legal advice.

12.3 You should not rely on AI Content as a substitute for professional support. If something in an AI response concerns you or does not feel right, please disregard it and contact a qualified professional.

12.4 AI Content is generated by a language model and, while constrained by our system guidelines, may occasionally be imperfect, repetitive, or not fully relevant to your situation. We review reported responses and continually improve our system guidelines.

12.5 If you encounter an AI response that you find inappropriate, offensive, or harmful, use the “Report this response” option within the app. All reports are reviewed by us.

12.6 We do not transmit your personally identifiable information (including your name, email address, or baby’s name) to the AI provider. Anonymised entry content may be processed by the AI provider in accordance with their data processing agreement with us. See our Privacy Policy for details.

This section is important. Please read it carefully.

13.1 NOT A MEDICAL DEVICE OR HEALTH SERVICE

maisie is not a medical device. It is not regulated as a healthcare product or service. It is not designed to diagnose, treat, cure, or prevent any physical or mental health condition.

13.2 NOT A SOLUTION TO POSTNATAL DEPRESSION

maisie is not a treatment for, or solution to, postnatal depression (PND), postnatal anxiety, or any other perinatal mental health condition. It is a daily gratitude practice that may support positive thinking habits — but it is not therapy, clinical intervention, or a substitute for professional care.

If you are experiencing symptoms of PND or any mental health difficulty, please seek support from a qualified professional:

13.3 NOT A BABY TRACKER OR CLINICAL MILESTONE TOOL

maisie does not track developmental milestones, feeding schedules, sleep patterns, or any clinical data. It is not designed to replace medical advice about your baby’s development. Every child develops differently; maisie celebrates your baby on their own terms.

13.4 NOT A SOCIAL PLATFORM

maisie is not a social network. Your entries are private by default. Family sharing features (where available) provide view-only access to invited members. There are no public profiles, follower counts, or public feeds.

13.5 NOT A BACKUP SERVICE

maisie is not a photo backup or storage service. While we store your entries securely, you should maintain your own backups of important photos through your device’s native photo library or a dedicated backup service.

14.1 By using maisie, you agree not to:

14.2 We reserve the right to suspend or terminate your account without notice if we determine, in our reasonable judgement, that you have breached any of the above.

15.1 We aim to make maisie available 24 hours a day, 7 days a week. However, we do not guarantee uninterrupted availability. The Service may be unavailable due to maintenance, technical issues, or circumstances outside our control.

15.2 We will try to give you reasonable advance notice of planned maintenance that affects availability. Unplanned outages will be communicated as promptly as practicable.

15.3 We may update the app from time to time to improve features, fix bugs, or comply with legal requirements. Some updates may be required to continue using the Service. We recommend keeping the app updated to the current version.

15.4 We reserve the right to modify or discontinue features of the Service. If we make a change that materially reduces the core functionality you paid for, we will notify you and offer you the right to cancel with a pro-rata refund of any unused subscription period.

15.5 We are not responsible for the performance of your device, operating system, or internet connection, which may affect your experience of the Service.

16.1 NOTHING IN THESE TERMS LIMITS OR EXCLUDES LIABILITY FOR:

16.2 SUBJECT TO CLAUSE 16.1, TO THE FULLEST EXTENT PERMITTED BY LAW:

16.3 If you are a consumer, the above limitations apply only to the extent permitted by applicable consumer protection law in your jurisdiction. Your statutory rights are not affected.

16.4 We are not liable for the acts or omissions of third-party service providers (including Apple, Google, Stripe, Firebase, or our print partner), though we take reasonable steps to work with reputable providers and will assist you in resolving issues where we can.

17.1 You agree to indemnify, defend, and hold harmless Sinéad Hession trading as maisie from any claims, losses, damages, liabilities, costs, and expenses (including reasonable legal fees) arising from:

17.2 This clause does not apply where the claim arises from our own negligence or breach of these Terms.

18.1 maisie integrates with third-party services to provide the Service, including Firebase, RevenueCat, Stripe, Anthropic, Mixpanel, and our print partner. These services are governed by their own terms and privacy policies.

18.2 The App Store and Google Play each have their own terms and conditions which apply to your use of those platforms. Purchases made through Apple or Google are also subject to their respective terms.

18.3 The maisie app may contain links to third-party websites or resources. We do not endorse and are not responsible for the content, products, or services offered by third parties. Accessing third-party resources is at your own risk.

19.1 TERMINATION BY YOU

You may stop using maisie and delete your account at any time via Settings → Account → Delete my account. See Section 8.7 regarding the relationship between account deletion and subscription cancellation.

19.2 TERMINATION BY US

We may suspend or terminate your account with immediate effect and without prior notice if:

19.3 EFFECT OF TERMINATION

On termination of your account for any reason:

19.4 If we terminate your account without cause during an active paid subscription period, we will refund a pro-rata portion of your unused subscription on a fair and reasonable basis.

20.1 We may update these Terms from time to time to reflect changes to the Service, applicable law, or our business practices.

20.2 We will notify you of material changes via the app or by email at least 14 days before they take effect, or immediately where required by law.

20.3 If you do not agree to the updated Terms, you may cancel your subscription and close your account before the changes take effect. Continued use of the Service after the effective date of changes constitutes acceptance of the updated Terms.

20.4 Minor changes (such as corrections to typographical errors, clarifications that do not affect your rights, or contact detail updates) may be made without prior notice.

21.1 These Terms and any dispute arising out of or in connection with them or the Service are governed by and construed in accordance with the laws of the Republic of Ireland.

21.2 We would always prefer to resolve a dispute informally. If you have a concern or complaint, please contact us first at founders@maisieapp.com. We will try to resolve any issue within 14 days.

21.3 If we are unable to resolve a dispute informally, both parties agree to submit to the non-exclusive jurisdiction of the courts of the Republic of Ireland.

21.4 If you are a consumer resident in the United Kingdom, you may also have the right to bring proceedings in the courts of England and Wales (or Scotland or Northern Ireland, as applicable). Nothing in this clause affects those rights.

21.5 Online dispute resolution: the European Commission provides an online dispute resolution platform for consumers at ec.europa.eu/consumers/odr. Our contact email for this purpose is founders@maisieapp.com.

22.1 ENTIRE AGREEMENT

These Terms, together with our Privacy Policy, constitute the entire agreement between you and maisie in relation to the Service and supersede all prior agreements and understandings.

22.2 SEVERABILITY

If any provision of these Terms is found to be unenforceable by a court of competent jurisdiction, that provision shall be modified to the minimum extent necessary to make it enforceable, and the remaining provisions shall continue in full force and effect.

22.3 NO WAIVER

Our failure to enforce any right or provision of these Terms shall not constitute a waiver of that right or provision.

22.4 ASSIGNMENT

We may assign or transfer our rights and obligations under these Terms to a successor entity (for example, upon incorporation of maisie app Ltd) without your consent, provided that the assignee assumes all our obligations under these Terms. We will notify you of any such assignment. You may not assign your rights or obligations under these Terms without our written consent.

22.5 FORCE MAJEURE

We are not liable for any delay or failure to perform our obligations under these Terms where that delay or failure results from events beyond our reasonable control, including natural disasters, power outages, internet disruptions, acts of government, or pandemic.