Short version:  your content stays with you. Your plans and notes are stored on your device and in your private iCloud (CloudKit) database. We do not have access to that private iCloud content. When you use AI features, the text you submit for that request is sent securely to OpenAI to generate a response. We don’t sell data and we don’t use it for ads.

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Background

 

We have developed a standalone iPhone app called "Transform AI | ExcellGrowth" to help people develop and implement a personal transformation plan. This includes guiding the user to provide input to define their future self, and using AI to generate a transformation path which the user can shape to their needs and then track progress against.

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What you store​

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• Your data (inputs, future self summaries, transformation paths, steps, and notes/updates) are stored locally on your device and in your private iCloud (CloudKit) database.

• We (ExcellGrowth / Excell.me Ltd) do not have access to your private device or iCloud data and cannot read, copy, or recover it.

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When AI is used​

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• For AI features, the relevant text you provide is securely transmitted to OpenAI to generate a reply.

• OpenAI does not use API data submitted via the OpenAI API to train or improve its models. We do not opt in to share API data for model training.

• OpenAI retains limited API request/response logs for up to 30 days for operational and security purposes before deleting them (unless a longer period is legally required). Abuse monitoring logs may contain prompts/responses and are retained up to 30 days by default.

• OpenAI may process data in other countries. Where required, appropriate safeguards are used for international transfers.

• The AI response is stored privately within your app, together with your other data.

• AI requests may include personal data if you choose to include it in what you type.

• We do not operate user accounts and do not attempt to link AI requests to your identity.

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What we don’t do

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• We don’t sell or rent your data.

• We don’t use your data for advertising or marketing.

• We don’t share your data with third parties except as needed to provide the AI features (OpenAI), to operate the app via Apple’s services (iCloud/CloudKit) and to operate subscriptions/support (RevenueCat).

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Content moderation

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To help keep things safe, some AI requests may be checked using OpenAI’s moderation/safety systems for potentially harmful content (e.g., hate, violence, self-harm). If flagged, you’ll be asked to rephrase. Any logging/retention for these checks follows OpenAI’s platform data controls (generally up to 30 days for abuse monitoring logs by default).

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Your choices

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• Please avoid submitting highly sensitive information (such as passwords, payment details, or personal health data) in AI requests.

• If you believe content was incorrectly flagged or you have a privacy concern, contact us and we’ll review it promptly.

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Pseudonymous identifiers we process

 

We process a pseudonymous technical identifier (a subscription/customer identifier) to operate subscriptions and billing support via RevenueCat. This does not include the content of your private iCloud data.

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If you contact us for support, you may choose to share contact details and the identifier shown in the app’s Settings. We retain support correspondence and related subscription identifiers only as long as needed to provide support and meet legal/accounting obligations, then delete or anonymise.

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Service providers

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We use service providers to operate the app: Apple iCloud/CloudKit for storage and syncing, OpenAI to generate responses for AI features, and RevenueCat to manage subscriptions and help with billing support.

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Legal basis (UK & EU)

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Where UK/EU data protection law applies, we process:

 

• AI feature inputs on the basis of your consent (you choose to use AI features and submit text).

• Subscription/billing support identifiers on the basis of contract (to provide the paid service) and legitimate interests (to prevent fraud, handle support, and maintain records).

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Data retention & deletion

 

We store your plans and notes on your device and in your private iCloud account. We do not store this content on our servers. You may delete your data by deleting the Application from each device and removing it from iCloud. OpenAI retains limited API requests/response logs for up to 30 days for operational and security purposes and then deletes them (unless a longer period is required by law).

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Use by minors

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The app is designed for general audiences. It does not collect personal data on our servers and does not require an account. If you are a parent or guardian and have questions about your child’s use of the app, please contact us.

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Changes

 

We may modify this Policy at any time. If we make changes to this Policy then we will post an updated version of this Policy at this website. When using our services, you will be asked to review and accept our Privacy Policy. In this manner, we may record your acceptance and notify you of any future changes to this Policy.

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Contact

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Excell.me Ltd trading as ExcellGrowth

Email: privacy@excell.me

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Last updated: 19 Jan 2026