Privacy

Last updated 14 October 2026

The short version: unless you choose to share with your household, we never receive your child's name or birthday, and we never see which check-in lines you marked. An anonymous identifier is created only when you start sharing; until then nothing about your child leaves the phone. We collect a small amount of anonymous usage data so we can see which parts of the app are worth improving, anything you choose to send us through the feedback card in the app, and the email address you type into this website if you choose to give it. There is no advertising and nothing is sold to anyone.

What the app stores

Little Wins asks for your child's first name and date of birth, the rough times your day runs to, and remembers which activities you have done. There is no email or password to set up. The app never sends Google Analytics your child's name or date of birth. If you choose to share with your household, that information is stored as described under "Sharing with your household" below. What it does record is set out under "What we measure" below.

Firsts you keep, including any photo you add, are stored on your phone in the app's own files and are deleted with the app or with "Delete all data". They are never sent to us. If you share with your household, your Firsts and their photos are shared with its members, as described under "Sharing with your household" below. Photos you add to a milestone you have seen stay on your phone.

The check-in

The check-in lists short, everyday things a parent might notice their child doing around their age. When you tap Yes on one, the app remembers it for your child, with the date. Tapping Not yet records nothing.

Unless you choose to share with your household, we never see which lines you marked. The app never sends Google Analytics for Firebase, or us, which lines you have marked, what any line says, which area it belongs to, or any Not yet.

What the app does send Google Analytics for Firebase is a set of count-only events: that the check-in was opened, and from where in the app; that the first step was finished; that a line was marked; that you started or finished going through the check-in, and how many lines were still open when you finished; how far through the check-in you got, as a step number and never the area's name; and that a reminder for the next check-in was booked. They carry your child's age stage and where in the app you were, and nothing about which line it was, so the most they can tell us is how many lines have been marked at a stage. If you open Premium from the check-in, the usual subscription measurements record that it was opened from there.

What we measure

The app uses Google Analytics for Firebase, so we can see which parts get used and where people get stuck. It records how the app is used: screens opened, activities started and finished, and anything to do with subscribing, along with your child's age and the usual device and app details. When you first set up the app, it also records the wake, nap and bed times you chose.

Your child's first name and date of birth are never sent to Google Analytics.

If the app crashes, Firebase Crashlytics sends us a crash report, so we can fix the cause. It says what the app was doing when it stopped, along with the device model, system version and app version.

There is no advertising in Little Wins, and no advertising identifier is collected, so none of this can be used to target ads at you or your child. There are no other trackers, pixels or social media SDKs, and the app still works with no internet connection at all.

If you would rather we collected none of it, email us and we will tell you how to turn it off.

Sharing with your household

Sharing is optional and off until you turn it on. Settings, then Family, lets you invite another parent or carer, such as a partner, grandparent or nanny, to see and update the same day, with a code that you send them yourself. If you never set it up, none of this applies.

When you share, the information you share is stored in Google Firebase, in the europe-west2 region (London). That means your child's first name and date of birth, your routine times, the activities you have done, your check-in answers and favourites, and the short name each person chooses for themselves in the list, and the Firsts you keep with any photo you add to them. People in the household appear to each other by that short name, or by their device type if they have not set one.

Sharing uses an anonymous sign-in with no email or password. An anonymous identifier is created only when you start sharing; until then nothing about your child leaves the phone. We store that identifier for each phone in the household, the device type and the short name each person chooses.

It is visible only to the members of your household. We do not use it for advertising, and it is never sold or shared with anyone else. It is kept until the last member leaves the household, at which point it is deleted.

To leave, go to Settings, then Family, then Leave household. Your phone then stops sharing and the shared copy on this phone is cleared. If you are the last member, the option is called Stop sharing: the household's stored data is deleted and your phone keeps its own copy. To have anything removed sooner, email littlewins@brasslanternstudios.com.

Household Premium: if one member subscribes, the household's members share that Premium while the subscription is active. We store which member holds it and when it runs to, and only a one-way code that identifies the subscription, never card or payment details. Payment stays with Apple or Google.

The feedback card

Now and then the app asks how you are finding it, and Settings has a "Send feedback" row. Nothing is sent unless you write to us and tap Send. When you do, we receive:

Your message is kept in Google Cloud Firestore, in the United Kingdom, and posted to a private channel in our team's Slack so we read it promptly. We use it only to read and answer your message and to improve the app. If you would like a message deleted, email littlewins@brasslanternstudios.com.

Reminders

If you turn notifications on, the app can remind you about the day's plan and tell you when your child's next check-in is ready. If you start a free trial, it can also remind you two days before the trial ends. These reminders are set up by the app itself. They do not come from us, and nothing you have recorded is sent anywhere to make them. Our analytics record only that a reminder was booked or opened.

The waitlist on this website

If you type your email address into the form on this site, we store it in Google Cloud Firestore, in the United Kingdom, along with the date you signed up. We use it for exactly one thing: to email you once, when the app is ready.

It is not sold, not shared, and not added to any other list. If you would like it removed before then, email littlewins@brasslanternstudios.com and we will delete it.

Cookies and analytics on this website

This website uses Google Analytics to count visits and see which pages help parents. It is switched off until you choose "Yes, that's fine" on the small notice that appears on your first visit. If you choose "No thanks", or make no choice, Google Analytics does not load and no analytics cookie is set.

If you accept, Google sets a cookie that tells pages of this site apart from each other during your visit and recognises the same browser on a return visit. We see page views, which links to the app stores were tapped, and roughly where visitors came from. We do not see who you are, and the site never asks for your name.

Your choice is remembered in your own browser under the name lw-consent. To change it, clear this site's data in your browser settings and the notice will appear again.

Our Pinterest account

We share Little Wins activities on Pinterest. We use the Pinterest API to read the statistics for our own Pinterest account only: how many times each of our Pins was seen, saved and clicked. We do not collect, store or share any information about the people who view or save our Pins, and we do not post on anyone else's behalf. These figures are only used to see which activities people find useful.

Subscriptions

If you subscribe, the payment is handled entirely by Apple or Google. We never see your card details, your address, or your name, only whether a subscription is active.

Children

Little Wins is for parents and carers to use. It is not designed for children to use on their own, and it collects nothing from a child directly. Unless you choose to share with a household, we never receive your child's name or date of birth.

Deleting everything

If you are in a household, deleting your data leaves the household first. Your phone is cleared straight away; the shared copy stays with the other members and is deleted when the last member leaves.

In the app, Settings then "Delete account & data" removes your child's profile and everything the app has saved for them, including every check-in answer, straight away. It cannot be undone.

Who we are

Brass Lantern Studios Ltd, registered in England and Wales, company number 17208101. Questions of any kind: littlewins@brasslanternstudios.com.