Last updated: October 2026
Effective date: June 2026
Operator: Elsy Labs Pte. Ltd., Singapore · Contact: hello@helloelsy.com
Elsy is an AI voice companion for elderly users and their caregivers, operated by Elsy Labs Pte. Ltd. ("we," "us," or "Elsy"). This policy explains what personal data we collect, why we collect it, how we use and protect it, and what rights you have.
We are committed to complying with Singapore's Personal Data Protection Act 2012 (PDPA) and to handling your data with the care and transparency that a service for elderly and vulnerable users demands. If you are located in the European Economic Area or the United Kingdom, you have additional rights under the GDPR, described in Section 11.
Elsy is a wellness and companionship tool. It is not a healthcare provider, medical device, or diagnostic tool. Nothing in Elsy's output should be treated as medical advice or a clinical assessment.
When you sign up as a caregiver or are invited as a member, we collect your email address, name, timezone, language preference, and your role within a Care Circle (admin or member).
If a caregiver invites you, we also record which Care Circle you belong to, who invited you, and whether consent was provided by you directly or on your behalf by your caregiver.
When you talk to Elsy, your voice is streamed in real time to ElevenLabs (United States), the third-party voice AI service that powers Elsy's conversations, which generates Elsy's spoken responses. As part of this process, your speech is transcribed into text. We store these text transcripts to provide continuity across conversations, extract reminders, build your personal knowledge base, and generate wellbeing insights for your caregiver.
So that Elsy can greet you by name and remember your life, each conversation also starts by providing ElevenLabs with the context Elsy needs: your first name, things Elsy remembers about you (which may include health-related topics you have mentioned), brief summaries of your recent conversations, your reminders and medications for the day, your caregivers' names, and, if you have turned on calendar sync, your upcoming calendar events. The app asks for your permission before your first conversation, and you can withdraw it at any time in the app's settings (AI and your data).
We also store an audio recording (MP3) of each completed conversation in our secure cloud storage, alongside the transcript. We keep these recordings so that we can investigate quality issues, verify that transcription is accurate, debug problems you report, and improve the Elsy service. Audio recordings are stored in a private storage bucket, are not publicly accessible, and are protected by the same encryption and access controls as the rest of your data (see Section 8).
During a voice conversation, you may choose to take or select a photo and send it to Elsy. The selected image is uploaded to ElevenLabs as part of that conversation so Elsy can describe it, read visible text, and discuss it with you. A photo may contain sensitive information such as medication labels, schedules, names, or details about other people. Elsy does not access your camera or photo library unless you choose to use this feature, and it receives only the image you explicitly select or capture. To support photo emailing, we also keep a temporary copy of the most recently uploaded member photo in our private database. It is available for emailing for up to one hour; expired copies are removed by a scheduled cleanup. A photo you send during a conversation is also kept for up to 30 days in our private storage as a possible picture for a life story (Section 2.8); if no story uses it within that time, it is deleted automatically. If you ask Elsy to email it to a linked caregiver and confirm the recipient and any caption, we send the image and caption through our email provider. The recipient may keep their email copy independently of your Elsy account. On versions of the app that have the Photo album, a photo you send this way is also shared with your family from your Photo album once it is kept there (Section 5.2).
Photos kept in your Photo album. On versions of the app that have the Photo album, a photo you show Elsy as a memory, where the conversation says who or what is in it (a person, a pet, a place or an event), is kept after the conversation in your Photo album in the app, with a short caption and description. A family member in your Care Circle can add such a photo about you during their own conversation with Elsy; it is kept for you. To decide whether to keep a photo and to write its caption, the photo and the words said about it are sent after the conversation to OpenAI (United States), or to Anthropic (United States) if OpenAI is unavailable. The same step notes where the faces and the main subject are in the photo, so the app can frame the photo on them; it does not identify anyone. When a kept photo is a photo of a printed photograph, the print is straightened and cropped to the picture, and any shine on it is removed with OpenAI's image service (United States), which receives that print; only the areas of shine are changed, never a face the app has found in it. The photo as you sent it is kept alongside in our private storage, is not shown in the app, and is deleted with the photo. For a photo that is not kept, the copy made for your Photo album is deleted, at the latest 72 hours after it was sent (the copy kept as a possible story picture follows the 30-day rule above). Kept photos stay in our private storage until you delete them in the app or your account is deleted. They are private: caregivers in your Care Circle see only the photos you choose to share, and you can stop sharing a photo at any time (Section 5.2). In a later conversation, the app may show one of your kept photos on your screen while you talk about who or what is in it (Section 2.9).
From your conversations, Elsy automatically extracts personal facts (such as family members' names, hobbies, preferences, and routines), reminders you mention, and topics of interest. This extracted information is stored separately from your transcripts and is used to make future conversations more personal and relevant.
Caregivers can also add background context about you, such as your daily routine, interests, important people in your life, and topics to approach sensitively. This information helps Elsy have better conversations with you but is not visible to you within the app.
Elsy periodically analyzes your conversation transcripts using AI to generate wellbeing assessments. These assessments include estimated mood levels, confusion indicators, and conversational repetition patterns, each scored on a simple scale. These are pattern-based estimates, not clinical measurements.
If certain patterns suggesting potential safety concerns (such as references to falls, distress, or emergencies) are detected during a conversation, an alert is created for your caregiver.
Elsy extracts and stores reminders from your conversations (such as appointments and tasks). Caregivers can also add medications and reminders directly. We store medication names, dosages, schedules, and reminder details. Reminders and medication alerts may be delivered via push notification or email depending on your settings. When a reminder or medication is added, or you ask Elsy about one, its name may be checked against the ones already on your list, so a medication heard slightly differently does not end up on your list twice (see Section 2.9).
If you turn on calendar sync in the app, upcoming events are read from your device's calendar and shared with Elsy during a conversation so she can talk about your day (see Section 2.2). Elsy does not keep a separate copy of your calendar; events are read from your device each time, and calendar access can be turned off at any time in your device settings.
We collect basic usage data such as when you last had a conversation, session duration, and app interaction patterns. We collect push notification tokens for delivering notifications. We do not track your location. On our website, analytics and advertising cookies are off by default in the EU and EEA, where they load only if you accept them in our cookie banner, and on elsewhere unless you switch them off (see Section 16); advertising and attribution in our mobile app are described in Section 2.7 below.
In the Elsy mobile app, we use the Meta (Facebook) SDK to measure how well our advertising performs (for example, which ads lead people to install Elsy, complete signup, or subscribe), so we can spend our marketing budget responsibly and reach more families who could benefit from Elsy. For this, we collect your device's advertising identifier and share a small, fixed set of non-identifying app-activity events with Meta Platforms, Inc.: completing registration, adding a family member, starting a subscription, starting the in-app demo, and starting a conversation. These events carry only non-identifying values (such as counts and yes/no flags), never your name, email, anything you say to Elsy, or any photo you share.
This is strictly limited and you control it. On iOS, we ask your permission through Apple's App Tracking Transparency prompt, and we enable advertising measurement only if you allow it. On Android, it follows your device's advertising-ID setting, which you can reset or opt out of at any time in your device settings. We do not use advertising data for Elsy's wellbeing features, and we never share your conversations, transcripts, voice recordings, shared photos, reminders, or any health-related information from your Elsy account with Meta or any advertising partner.
When you tell Elsy about your past, Elsy can write it up afterwards as a short life story in your own language, with some of your own sentences from the conversation kept as quotes. Stories are written by Anthropic's AI service (United States) from the transcript of that conversation and stored with your account. Elsy also keeps a list of the periods of your life (for example, growing up, working years) to arrange the stories.
A story may carry pictures. Elsy can have a picture painted for a story by OpenAI's image service (United States) from a written description of the scene; no photo of you is sent for this. Elsy can also add a historical picture from a public archive (Wikimedia Commons or Europeana) under an open licence, in which case the source and licence are shown under the picture. A photo you sent Elsy during the conversation, or one of your kept photos the app showed during it (Section 2.9), may be used as a picture in that story; deleting a photo from your Photo album also removes it from your stories. OpenAI also receives candidate pictures and relevant story context to assess whether they fit. Requested web-search pictures may be included with their source information and an indication when reuse rights have not been verified. Every picture is stored in private storage under your account, and you can remove a picture from a story at any time.
Elsy can also record a spoken version of a story. The story text is read by Elsy's voice through ElevenLabs (United States), and short excerpts of your own voice, cut from the recording of the conversation where you told the story, are placed where your quotes appear. These excerpts are transcribed by ElevenLabs to find the exact moment. The finished recording is stored in private storage under your account.
Life stories are private to you until you choose to share one. Sharing is described in Section 5.2, and retention in Section 7. When you send a story to family with a link, the page that link opens shows the story's title and picture to whoever opens it, before they join your circle; the story itself opens only once they have joined.
TypeSafe (United States) is an AI service that answers narrow questions with numbers rather than written text. We use it for quick checks on what you say to Elsy. For life stories, it checks whether you asked for a picture (your words asking for it are sent) and how you said you would like to be referred to in your stories (the recent part of the conversation is sent). On versions of the app that have these in-call checks, while you talk with Elsy, the app also sends the recent part of the conversation (usually the last few minutes) so it can answer a few more questions: whether you just missed what Elsy said (so the app can show her words as text on your screen), whether something you mentioned might need a reminder or is good news you might like to pass on to your family (so Elsy can offer it once), and which of your kept photos, if any, fits what you are talking about (for this, the captions of your kept photos and the names on them, such as "Anna, daughter", are sent too), so the app can show it on your screen. These requests carry no account details. From the checks during a conversation we keep only the answers, as numbers, for up to 180 days; we do not keep the words.
We also use TypeSafe for your reminders and medications. When you, or someone in your family who helps you, asks Elsy to add a reminder or medication, change a medication, or note down a dose or take one back, and, on versions of the app that have this check, when one is typed into the app, TypeSafe receives its name (for a reminder, its text and when it is due) together with the names and doses of the medications, or the texts and times of the reminders, already on your list. It answers whether it matches one you already have, for example the same medication heard or spelled slightly differently, or whether a new name looks misheard or mistyped, so that Elsy or the app can check with you before saving it. These requests carry no account details, and from them we keep only the outcome of the check.
For conversations during the no-card app trial, we also send the spoken conversation to TypeSafe to study whether it is ordinary use of Elsy, sustained fictional roleplay, or another use outside companionship. Long conversations may be checked only in part. We keep the scores and a reference to the original conversation for our team to review; we do not copy the conversation into those results. These checks currently do not stop a chat, change access, or require payment.
We use your personal data for the following purposes:
Providing the Elsy service: Processing your voice conversations, generating AI responses, interpreting photos you choose to share, maintaining conversation continuity, extracting and delivering reminders, and building your personal knowledge base.
Wellbeing insights for caregivers: Generating aggregated wellbeing summaries for your designated caregiver. These summaries include mood trends, engagement levels, topics of interest, and potential concerns. Summaries reflect general patterns and themes. They do not include word-for-word quotes from your conversations. Caregivers do not have access to your full conversation transcripts or voice recordings. At the Full trust sharing level (Section 4), a caregiver can also read the memories Elsy has saved about you, which can include facts you mentioned in conversations.
Safety alerts: Detecting potential safety concerns in conversations and notifying your caregiver if concerning patterns are identified.
Communications: Sending you reminders, daily digest emails, and service-related notifications via email or push notifications based on your preferences.
Service improvement and engineering: Members of Elsy's technical team, bound by confidentiality obligations, may access your conversation transcripts, audio recordings, and photos you share to investigate bugs, diagnose issues you or your caregiver report, improve AI response quality, and develop new product features. Access is limited to the engineers who need it to operate and improve the service.
Advertising: Measuring how effective our advertising is, so we can reach more families who could benefit from Elsy. In the app, this follows your App Tracking Transparency choice (iOS) or your device's advertising-ID setting (Android) and uses your device's advertising identifier and a small set of non-identifying app-activity events (see Section 2.7). On our website, it uses the marketing cookies described in Section 16, which also let our advertising partners show our ads to people who have visited our website. While marketing cookies are off for you, Google receives only the basic signal without cookies described in Section 16.
Beyond the limited advertising use described in Sections 2.7 and 16, we do not use your personal data for advertising, and we never use the content of your conversations for any advertising purpose. We do not sell your personal data to third parties. We do not use your data to train general-purpose AI models: your data is used only to improve Elsy's service for you and other Elsy users.
This section is important because Elsy operates in a space where the person having conversations (the member) and the person receiving insights (the caregiver) are different people.
What caregivers receive at the Wellbeing level and above:
What else a caregiver can see depends on the sharing level the member chooses for them in Your circle: Safety net (only an alert if something ever seems wrong), Wellbeing (also how the member is doing over time, as listed above), Care partner (also the member's reminders and medications, which the caregiver can help manage) and Full trust (also the memories Elsy has saved about the member, which the caregiver can read and confirm, correct or retire). Saved memories are short facts that Elsy keeps from the member's conversations so it can remember them, such as names, dates, preferences and health-related topics the member mentioned; they are not transcripts or recordings. When a caregiver consents on behalf of a member who cannot consent for themselves (Section 9.2), that caregiver and any caregiver they invite are at Full trust.
What caregivers do NOT receive:
This boundary is enforced by our system architecture, not merely by policy. The exceptions are the saved memories a Full trust caregiver can read (above), and photos from the Photo album and life stories that the member chooses to share (Section 5.2): a shared life story includes quotes in the member's own words and excerpts of their voice.
Important disclaimer: Wellbeing summaries are generated by AI based on conversation text analysis. They are not medical assessments, clinical evaluations, or diagnostic tools. They may contain errors, misinterpretations, or inaccuracies. Caregivers should always verify a member's wellbeing through direct personal contact and should never rely solely on Elsy's assessments for care decisions.
To operate Elsy, we use the following third-party services that process your data on our behalf:
With the exception of the advertising with Meta, Google, Reddit and OpenAI described above (which, apart from Google's basic signal without cookies described in Section 16, you control on our website through your cookie settings, and for Meta in the app through the App Tracking Transparency prompt (iOS) or your device's advertising-ID setting (Android)), our third-party providers are bound by their respective data processing terms and process your data solely to deliver the Elsy service, not for their own unrelated commercial purposes.
If you are a member of a Care Circle, your designated caregiver receives what your sharing level allows, as described in Section 4: safety alerts and wellbeing summaries, and at higher levels your reminders and medications and the memories Elsy has saved about you. They do not receive your conversation transcripts, voice recordings, or photos you share during conversations. The exceptions for photos: when you ask Elsy to send a photo to a family member, it is emailed to them, and on versions of the app that have the Photo album that photo is also shared from your Photo album once it is kept there (Elsy tells you before you confirm). When you share a photo from your Photo album, the caregivers in your Care Circle can see it in their Elsy app and on our website, without being able to change it, until you stop sharing it (Section 2.2). Photos you do not share stay private.
The lowest sharing level is “Stories only”. A family member at that level sees the life stories you choose to share (Section 2.8), your first name and your profile photo, and nothing else: no alerts, no wellbeing summaries, no reminders or medications, and nothing Elsy remembers about you. It is where a family member starts when they join through a link you send, until you choose a higher level in Your circle.
When you invite family with a link from the app, the page the link opens shows your first name to whoever opens it, before they join. If you sent the link from a life story, that page also shows the story's title and picture. The preview a messaging app shows next to the link carries neither. A link opens for one person; anyone else who opens it can ask you for access, and you decide in your app. If someone asks, we tell you their first name and what they asked for.
A family member's plan can pay for your Elsy. When it does, you see in your app that they cover it, and they see in their account that their plan covers you; we tell you when that begins, and we tell them when it ends. Paying for your Elsy does not by itself change your sharing level: a family member who pays may ask you for a higher level, and you decide.
The other exception is a life story you choose to share (Section 2.8). When you share a story, whether by tapping Send to family, by asking Elsy in a conversation, or by turning on automatic sharing of new stories, the caregivers in your Care Circle can read that story in their Elsy app and on our website, including its quotes, pictures and the spoken version with the excerpts of your voice. They are told by a notification and by an email that carries the story text and pictures. You can stop sharing a story at any time, which removes it from their app and website; a copy in an email they already received stays in their inbox. Elsy never shares a story without your choice.
Other than the advertising with Meta, Google, Reddit and OpenAI described in Sections 5.1 and 16, we do not sell, rent, license, or otherwise share your personal data with advertisers, data brokers, pharmaceutical companies, research institutions, or any other third parties. We never sell your personal data. If our sharing practices change in a material way, we will update this policy and, where required, ask for your consent.
Elsy is operated from Singapore. Your stored data (including conversation transcripts, audio recordings, extracted context, and wellbeing data) is held in our primary database and file storage hosted in the European Union (Ireland). Several of our third-party service providers listed in Section 5.1 are based in or process data in the United States and other jurisdictions, so specific categories of your personal data are transferred to those providers as part of operating the service.
We take steps to ensure that these transfers are protected by appropriate contractual safeguards and that the receiving parties maintain standards of data protection comparable to those required under Singapore's PDPA and, for users in the European Economic Area or the United Kingdom, the GDPR. Where applicable, we rely on the service providers' data processing agreements, standard contractual clauses, and participation in recognized transfer frameworks such as the EU-US Data Privacy Framework.
Conversation transcripts, audio recordings, and photos shared in conversations: Retained for as long as your account is active. Transcripts allow Elsy to maintain continuity across conversations and provide personalized interactions over time. Audio recordings allow us to investigate quality issues and improve the service. Photos are held by ElevenLabs as part of the conversation in which they were sent. When your account or member profile is deleted, Elsy deletes both its own conversation copies and the corresponding ElevenLabs conversations, including uploaded photos.
Photos kept in your Photo album: Retained until you delete them in the app or your account is deleted. Deleting a kept photo also deletes its copies in your life stories and, for a straightened print, the photo as you sent it. For a photo that is not kept, the copy made for your Photo album is deleted, at the latest 72 hours after it was sent; its copy kept as a possible story picture follows the life-story rule below, and the copy held with the conversation follows the rule for photos shared in conversations above.
Extracted context (facts, reminders, preferences): Retained for as long as your account is active so that Elsy can stay personal over time. Deleted when your account is deleted.
Life stories, their pictures and spoken versions: Retained for as long as your account is active, so a story can grow as you tell more. You can delete a story, or a single picture in it, at any time in the app. A photo kept as a possible story picture is deleted after 30 days if no story uses it. All stories, pictures and recordings are deleted when your account is deleted.
Wellbeing data: Retained for as long as your account is active to allow caregivers to view trends over time.
Account information: Retained for as long as you maintain an account with Elsy. We may delete accounts that have been inactive for an extended period (for example, more than 12 months), and where reasonably possible we will attempt to contact you or your caregiver first.
Reminders and medications: Active reminders are retained until completed or deleted. Completed reminders are retained for reference for as long as your account is active.
You or your caregiver can request deletion of your data at any time on our delete account page. Upon receiving a verified deletion request, we will delete your personal data within 30 days, except where we are required by law to retain it (for example, billing records held for tax compliance).
We implement reasonable security measures to protect your personal data from unauthorized access, disclosure, alteration, and destruction. These include:
No system is perfectly secure. While we take data protection seriously, we cannot guarantee absolute security. If we become aware of a data breach that is likely to result in significant harm, we will notify affected users and the Personal Data Protection Commission (PDPC) as required by the PDPA.
When you first use Elsy, you are presented with a consent agreement that explains what data is collected and how it is used. You must accept the Terms of Service and this Privacy Policy before you can proceed.
Before your first voice conversation, the app additionally asks for your explicit permission to share your data with the third-party AI services that power Elsy (ElevenLabs, Anthropic, OpenAI, Perplexity, and TypeSafe), naming what is shared and with whom. The app does not start a conversation until you agree.
Elsy is designed for elderly users, some of whom may have cognitive conditions that affect their ability to understand and consent to data processing. When a caregiver sets up an account for a family member, they are asked to confirm that they have the authority to consent on that person's behalf, for example, as a holder of a Lasting Power of Attorney, a court-appointed deputy, or as next-of-kin acting in the person's best interest. Because that caregiver is responsible for the account, they and any caregiver they invite are at the Full trust sharing level (Section 4), so they can also read the memories Elsy saves about the member. The consent they give says so.
You may withdraw your permission for sharing data with the AI services at any time in the mobile app under the settings entry "AI and your data". After withdrawal, the app asks for your permission again before your next conversation. You may also withdraw your consent to Elsy's data processing entirely by contacting us at hello@helloelsy.com or by requesting your caregiver to delete your account. Withdrawing consent means we will stop processing your data, but it does not affect the lawfulness of processing carried out before the withdrawal.
Under Singapore's Personal Data Protection Act, you have the right to:
To exercise any of these rights, contact our Data Protection Officer at the details below.
If you are located in the European Economic Area or the United Kingdom, the General Data Protection Regulation (GDPR or UK GDPR) applies to our processing of your personal data.
Legal bases: We process your personal data on the basis of your consent (which you give when you accept this policy and the in-app consent screens), the performance of our contract with you (providing the Elsy service you or your caregiver signed up for), and our legitimate interests in keeping the service secure and improving it. For health-related information you choose to share with Elsy, such as medications and the wellbeing analysis of your conversations, we rely on your explicit consent, or the explicit consent given on your behalf as described in Section 9.2. You can withdraw consent at any time as described in Section 9.3.
In addition to the rights listed in Section 10, you have the right to:
To exercise any of these rights, contact our Data Protection Officer at the details in Section 17. We will respond within one month. As described in Section 6, your stored data is hosted in the European Union, and transfers to our US-based providers are protected by the safeguards listed there.
Elsy is not designed for or directed at children under 18 years of age. We do not knowingly collect personal data from children. If you believe a child's data has been collected through Elsy, please contact us immediately and we will delete it.
During conversations with Elsy, members may mention other people (family members, friends, neighbors, healthcare providers) by name or with identifying details. A photo they choose to share may also contain another person or that person's information. This incidental third-party data is captured in conversation transcripts or uploaded photos and may be reflected in extracted context or wellbeing summaries.
We treat incidental third-party data with the same protections as member data. It is not shared beyond the member's Care Circle, not used for any purpose other than providing the Elsy service, and is deleted when the member's account is deleted.
To set clear expectations:
We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or for other operational reasons. When we make material changes, we will notify users through the app or via email before the changes take effect.
Our website uses a consent management banner (Cookiebot) together with Google Consent Mode v2 to control all analytics and advertising tags. This means:
_ga and _ga_*.You can change your cookie preference at any time using the link. In the EU and EEA, you can also clear your browser cookies and open our homepage to see the banner again.
Our Data Protection Officer can be contacted for any privacy-related questions, concerns, or requests:
Email: hello@helloelsy.com
Entity: Elsy Labs Pte. Ltd.
Location: Singapore
If you are not satisfied with our response to a privacy concern, you may contact the Personal Data Protection Commission (PDPC) of Singapore at https://www.pdpc.gov.sg.
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