Privacy Policy
Last updated: August 18, 2026
Last updated: August 18, 2026
1. Scope
This Privacy Notice applies to personal and usage information processed by Ivy Interactive AB ("Ivy," "we," "our," "us"), a company registered in Sweden under organisation number 559522-6035, with its registered address at Åkervägen 9, 132 39 Saltsjö-Boo, Sweden, in connection with:
- The Ivy website and related domains
- The Ivy open-source tools, including Ivy Tendril, Ivy.Console, and Ivy Agents
- Any cloud-hosted services related to Ivy deployments (if applicable)
Ivy Interactive AB is the data controller for the processing described here.
2. What Data Do We Collect?
2.1 Data from Registered or Paying Users
If you sign up for an Ivy account or become a paying customer, we may collect:
- Full name
- Email address
- Company name (if applicable)
- Payment details (processed via secure third-party providers)
- Login activity
- Feature usage within the hosted Ivy service
- Communication preferences
All personal data is processed securely and in accordance with applicable data protection laws, including the GDPR and the California Consumer Privacy Act as amended by the CPRA.
2.2 Website Cookies and Advertising Identifiers
Where you consent, our analytics and advertising partners set cookies and similar technologies that process:
- A randomly generated identifier for your browser
- Approximate location derived from your IP address
- Device and browser characteristics
- The pages you view and the links you select, including software downloads
- Whether you arrived from one of our advertisements
This information is pseudonymous rather than anonymous: it does not directly identify you by name, but it remains personal data under the GDPR.
3. How We Use the Information
We use collected data to:
- Understand product usage and prioritise improvements
- Monitor performance and detect bugs
- Provide support and account management
- Share high-level usage trends with stakeholders
- Measure the effectiveness of our advertising, and show relevant advertisements on other websites, where you have consented
4. Selling and Sharing
We do not sell your personal information for money.
When you consent to advertising cookies, we share online identifiers and browsing activity with Google for advertising measurement and remarketing. Under California law this may be considered "sharing" for cross-context behavioural advertising.
You can withdraw this consent at any time by selecting Cookie Settings in our website footer. Withdrawing consent stops future sharing; it does not affect sharing that has already taken place.
5. Legal Basis for Processing
For users in the EEA, UK, and similar jurisdictions, we process personal data based on:
- Contractual necessity — to provide the services you have requested
- Legitimate interests — for example, improving our products and securing our systems
- Consent — for analytics and advertising cookies, and for marketing communications. You may withdraw consent at any time without affecting processing carried out before withdrawal
- Compliance with legal obligations — for example, retaining accounting records
Strictly necessary cookies are used on the basis of legitimate interests, as the website cannot function without them.
6. Third-Party Services
We use the following services on our website. Each is loaded only where you have given the relevant consent, except those that are strictly necessary.
| Service | Provider | Purpose | Category |
|---|---|---|---|
| Google Tag Manager | Google Ireland Ltd | Loads and manages the tags below | Strictly necessary |
| Google Analytics 4 | Google Ireland Ltd | Website traffic and usage measurement | Analytics |
| Google Ads | Google Ireland Ltd | Advertising measurement and remarketing | Advertising |
| PostHog | PostHog Inc (EU-hosted) | Product analytics | Analytics |
Payment processing for paying customers is handled by our payment provider; we do not store full payment card details.
For details of each provider's own processing, review their privacy policies.
7. Cookies and Consent
We operate a cookie banner on your first visit. Analytics and advertising technologies are not loaded until you consent.
We use three categories:
- Strictly necessary — required for the site to work, such as your theme preference and security tokens. These cannot be disabled.
- Analytics — helps us understand which pages and downloads people use, so we can improve them.
- Advertising — lets us measure our advertising campaigns and show relevant advertisements on other websites.
You can accept or reject Analytics and Advertising independently, and change or withdraw your choice at any time by selecting Cookie Settings in our website footer. Withdrawing consent is as straightforward as giving it.
We record your choice so that we do not ask again on every visit.
8. How Long We Keep Data
| Data | Retention |
|---|---|
| Website analytics — event and user-level data | 2 months |
| Analytics cookie on your device | Up to 2 years from your last visit |
| Advertising identifiers on your device | Up to 90 days, or until you withdraw consent |
| Account data | For the life of the account, then 12 months |
| Billing records | 7 years, as required by Swedish accounting law |
| Support correspondence | 24 months |
| Record of your cookie choice | 12 months, after which you are asked again |
Aggregated and de-identified reporting, which cannot be linked back to an individual, may be retained for longer.
Where data is no longer needed for the purpose it was collected for, it is deleted or irreversibly aggregated.
9. Your Rights
If you are located in the EEA, UK, or California, you have rights regarding your personal data, including:
- Access, correct, or delete your personal information
- Object to or restrict certain types of processing
- Withdraw consent — including cookie consent, via Cookie Settings in our footer, and marketing consent via any unsubscribe link
- Request data portability
- File a complaint with a data protection authority. In Sweden this is the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY), imy.se
- For California residents: the right to opt out of the sale or sharing of personal information. We do not sell personal information for money, but our use of advertising cookies may constitute "sharing" as described in section 4. You can opt out at any time via Cookie Settings in our website footer. You also have the right to limit the use of sensitive personal information, where applicable.
To exercise your rights, contact us at: privacy@ivy.app
We will verify your identity before processing your request as required by law.
10. International Transfers
Our analytics and advertising providers may process data outside the European Economic Area, including in the United States.
Where this happens, transfers are made under the EU–US Data Privacy Framework or the European Commission's Standard Contractual Clauses, together with supplementary safeguards where required.
PostHog processes our product analytics on EU-based infrastructure.
You may request a copy of the relevant safeguards by contacting privacy@ivy.app.
11. Your Choices
Cookies. Select Cookie Settings in our website footer to review or change your choices at any time. You can accept or reject Analytics and Advertising separately. Strictly necessary cookies cannot be disabled, as the site does not function without them.
Marketing email. Marketing emails contain an unsubscribe link. You can also manage communication preferences by contacting us directly.
12. Updates
We may update this Privacy Notice periodically, and will revise the "Last updated" date above. Material changes will be announced via our GitHub repository, website, or other communication channels.
Where a change affects processing that relies on your consent, we will ask for your consent again rather than relying on continued use.
13. Contact Us
For questions or concerns about this Privacy Notice or your data, contact: privacy@ivy.app
Ivy Interactive AB
559522-6035
Åkervägen 9
132 39 Saltsjö-Boo
Sweden