Who we are
Egg Advisor Ltd ("Egg Advisor", "we", "us") is the data controller responsible for the personal data described in this policy. We are registered in England and Wales, with our registered office at 120 The Vale, London, W3 7JT, United Kingdom.
For any question about this policy or how we handle your data, contact us at hello@eggadvisor.com. We don't currently have a formal Data Protection Officer; our team handles all data protection queries via that address.
We are established in the United Kingdom only. We do not have a registered company or office in the European Union or the United Arab Emirates.
Who this policy covers
This policy applies to everyone who uses eggadvisor.com, including our "Considering Egg Freezing" checklist tool, our contact and enquiry forms, and anyone who receives marketing emails from us. We're a UK company, so UK GDPR and the Data Protection Act 2018 are our primary framework — but because we also market to people in the EU and the UAE, we've written this policy to meet EU GDPR and the UAE Personal Data Protection Law (Federal Decree-Law No. 45 of 2021) as well. Where those laws give you slightly different or additional rights, we've noted that below.
Personal data we collect
We keep this deliberately narrow. Here's exactly what we collect, and where:
| Checklist report delivery | Your first name and email address, so we can send your personalised "Considering Egg Freezing" checklist to you. We ask for this because the checklist itself is delivered by email — we don't display it any other way. |
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| Checklist answers and scores | Your answers to the checklist questions, and the readiness scores calculated from them. These are collected and stored completely separately from your name and email, in a request that never contains any identifying information — we can't connect a set of answers back to a specific person, even if we wanted to. See "Anonymous research data" below. |
| Marketing preferences | If you tick the optional box to receive updates from us, we store your name and email address on our mailing list. If you don't tick that box, we don't add you to any list. |
| Business enquiries | If you contact us through the enquiry form on our FAM page, we (and our form provider, Formspree) receive your name, email address, and whatever you write in the message field. |
| Website usage data | We use Vercel Web Analytics to understand overall site traffic. It doesn't use cookies, doesn't create a profile of individual visitors, and automatically discards its (already minimal and hashed) visit data within 24 hours. We don't use Google Analytics, advertising pixels, or any other tracking technology on the site. |
We do not collect payment details, government ID, health records, or any special category data (such as data about your health, sex life, or racial origin) through the checklist tool. The checklist asks about your knowledge, feelings, and circumstances around egg freezing in general terms — it deliberately does not ask about specific medical conditions or diagnoses.
Anonymous research data
When you complete the checklist, your answers and scores are sent to us in a separate, independent request that never contains your name or email address — not "stored without a name," but structurally incapable of being linked to one within our own application. We don't record exact timestamps against this data either, only the month, specifically to avoid the answers being matched to a person via timing.
In the interest of precision rather than overstating this: like most web services, the infrastructure we use to run our website (our hosting provider) keeps its own short-term technical logs of every request, which can include things like IP address and exact timing. We don't use these logs to link the two requests, have no process that does so, and they aren't routinely reviewed or cross-referenced for this purpose — but we want to be accurate rather than promise something is mathematically impossible. On any reasonable, practical assessment, this data is anonymous: nobody at Egg Advisor can identify whose answers are whose, and we have no way to act on a request to find or delete a specific person's answers, because there's no reliable way to locate them in the first place.
We use this data for our own research and product development, for academic-style research (which may be published), and to produce aggregate statistics (for example, "68% of people who completed our checklist felt underprepared on costs") that may appear in our marketing materials. We will never present anonymous aggregate statistics in a way designed to make an individual identifiable, and we keep this data indefinitely, since it carries no more privacy risk than any other aggregate statistic.
How we use personal data, and our legal basis for doing so
Under UK/EU GDPR we need a valid legal basis for each way we use personal data. Here's each purpose and the basis we rely on:
| Sending your checklist report | Necessary to provide the service you've specifically requested (performance of a contract / taking steps at your request). You've actively asked for a one-off deliverable by entering your email — treating that as "consent" would be a poor fit, since consent must be as easy to withdraw as to give, and withdrawing it mid-delivery doesn't meaningfully apply here. You can still ask us to delete your details afterwards (see "Your rights" below) — that's just a different right than withdrawing consent. |
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| Sending marketing emails | Consent — only if you've ticked the optional opt-in box. You can withdraw this consent at any time via the unsubscribe link in any email, which removes your contact record from our mailing list (see "Data retention" below for a note on suppression records). |
| Responding to business enquiries | Legitimate interests — responding to a message someone has proactively sent us is a reasonable, expected use of that contact information. |
| Understanding site performance | Legitimate interests — via Vercel Web Analytics, which doesn't identify individuals or require cookie consent under current guidance, since it collects no personal data capable of identifying you. |
| Legal compliance | Legal obligation — where we're required to use or disclose data to comply with the law. |
Who we share data with
We don't sell personal data, and we don't share it with advertisers or data brokers. We do use a small number of specific service providers ("processors") to run the site, each of whom only processes data on our instructions and only for the purposes below:
| Resend | Sends your checklist report by email, and — only if you've opted in — stores your name and email on our marketing list. Resend's account data, logs, and metadata are held in the United States. |
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| Supabase | Stores the anonymous checklist answers and scores described above. Our Supabase project is hosted in the UK (London region), and this data is never combined with any identifying information. |
| Formspree | Processes submissions from the business enquiry form on our FAM page. |
| Vercel | Hosts our website and serverless functions, and provides our cookie-free analytics. Vercel is a US company; some account-level and control-plane data may be processed in the United States even where functions run from UK/EU regions. |
| Calendly | If you choose to book a free intro call through a Calendly link, you'll be taken to Calendly's own site, governed by their own privacy policy — we don't control what they collect. |
We may also disclose personal data if required to by law, or to protect the rights, safety, or property of Egg Advisor or others.
International data transfers
Some of the providers above are based in, or process some data in, the United States — a "third country" outside the UK and EEA. Where that happens, here's the specific safeguard each relies on:
| Resend | Certified under the EU-US Data Privacy Framework (DPF), including its UK Extension — the UK and EU's own governments recognise this as adequate protection for this kind of transfer. |
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| Vercel | Standard Contractual Clauses (the EU's approved contract terms for this purpose), alongside their own DPF certification. |
| Formspree | Covered by a data processing agreement; we have not independently verified the specific transfer mechanism they rely on and will update this if that changes. |
We choose providers who publish clear commitments on this, and we review these arrangements periodically.
Data retention
| Checklist report recipients (not opted into marketing) | We don't keep a copy of your name or email in our own systems once your report has been sent. Resend, our email provider, retains its own standard transactional email activity logs under their retention policy, which we don't independently control. |
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| Marketing list (opted in) | Kept until you unsubscribe, or until we no longer have a reason to keep sending you updates — whichever comes first. Unsubscribing removes your contact record from our mailing list; our provider (Resend) may retain a minimal technical record to prevent future accidental emails to you, as is standard across the email industry. |
| Business enquiries | Kept for up to 3 years from your last contact with us, so we have a reasonable record of the conversation, unless you ask us to delete it sooner. |
| Anonymous checklist answers | Kept indefinitely. As explained above, this data cannot be linked to you, so ordinary retention limits (which exist to protect individuals) don't meaningfully apply to it. |
Cookies
We do not intentionally use cookies for analytics, advertising, or tracking anywhere on eggadvisor.com. Our website analytics (Vercel Web Analytics) is built specifically to work without them. If this ever changes — or if we later discover a cookie has been introduced incidentally, for example through a future embedded tool — we'll update this policy and put a cookie banner in place before any new cookie is set.
Children's privacy
Our services are intended for adults considering their own fertility decisions. We do not knowingly collect personal data from anyone under 18. If you believe a child has provided us with personal data, please contact us and we will delete it.
Your rights
Wherever you're based, you generally have the right to: ask what personal data we hold about you; ask us to correct it if it's wrong; ask us to delete it; ask us to restrict how we use it; object to certain uses; receive a copy in a portable format; and withdraw consent at any time. These rights apply to personal data we hold about you — your name and email, if we have it — and not to the anonymous checklist answers described above, which can't be traced back to you.
| To exercise any of these rights | Email hello@eggadvisor.com. We'll respond within one month. |
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| To unsubscribe from marketing | Use the unsubscribe link at the bottom of any email — this deletes your contact record from our mailing list. Like most email providers, ours (Resend) may retain a minimal technical record purely to prevent us from accidentally emailing you again in future — this isn't used for marketing and contains nothing beyond what's needed for that purpose. |
| To complain | You have the right to complain to a data protection regulator. In the UK, that's the Information Commissioner's Office (ICO). If you're in the EU, you can complain to your local supervisory authority. If you're in the UAE, you can contact the UAE Data Office. We'd appreciate the chance to resolve any concern directly first, at the email above. |
Changes to this policy
We may update this policy as our tools, providers, or legal obligations change. We'll update the date below when we do, and if a change is significant, we'll take reasonable steps to make it obvious — such as a notice on this page.
Last updated August 8th, 2026.