Privacy policy

Fidelia is a service for digital loyalty cards in Apple Wallet and Google Wallet. Fidelia is a brand of, and is operated by, Metadia Ltd, a company registered in England and Wales under company number 14573833, with its registered office at 71-75 Shelton Street, Covent Garden, London WC2H 9JQ, United Kingdom (“Fidelia”, “we”). Our websites are fidelia.se, app.fidelia.se and api.fidelia.se.

For any question about this policy or your personal data, write to hello@fidelia.se. We answer within one month at the latest.

Fidelia processes personal data in two different roles under the General Data Protection Regulation (GDPR):

• We are the controller for the data of the businesses that sign up (“merchants”), their staff, and the visitors to our websites. This policy describes that processing in full.
• We are a processor for the data of the customers who hold a merchant’s loyalty card (“card holders”). The merchant is the controller: it decides to run a loyalty programme and what to do with it. We process this data only on the merchant’s behalf and on its instructions, under our data processing agreement.

If you hold a loyalty card, the shop that gave you the card is responsible for your data. You can contact the shop directly, or write to us and we will pass your request on and help the shop answer it.

When a business uses Fidelia, we process:

• Account data: name, email address, password (stored only as a secure hash) or the Google account used to sign in, language and role (owner, manager or staff).
• The e-mail check before the first payment: a one-time code sent to that address (we keep only a hash of it, valid for 30 minutes) and the date the address was confirmed.
• Business data: business name, category, country, addresses and map positions of locations, logo, colours and the texts of the loyalty cards.
• Team data: email addresses of invited staff, and a hashed PIN for shared counter phones.
• Billing data: plan, billing period, subscription status, invoices and the Stripe customer reference. Card and bank details are entered with Stripe and never reach our servers.
• Activity data: which staff member added a stamp or claimed a reward, when, at which location and from which device. This record protects the merchant against mistakes and abuse.
• Orders of QR stands: delivery address, contact person, uploaded print files and the history of the order.
• Support: the messages you send us and our replies.

When you join a shop’s loyalty programme, the following data is processed on behalf of that shop:

• Your first name, which the staff see when they scan your card.
• Your email address, asked when you join: it keeps one card per address and card type, and lets the shop help you recover a lost card.
• Your language, the date you joined and the date you accepted the terms.
• Whether you ticked the box to receive news from the shop. Without that box, the shop cannot send you messages through Fidelia.
• Your card: a random card number, the wallet you use (Apple Wallet, Google Wallet or a web card) and, for Apple Wallet, the technical identifiers your iPhone gives us so we can update the card.
• The history of your card: stamps, points or balance, rewards claimed, and for each action the time, the location and the staff member who made it.

To stop automated sign-ups, the join page keeps a salted hash of your IP address for one day. We never ask for your surname, phone number, date of birth or payment details, and we do not track your location: the card may show a reminder on your lock screen near the shop, but that is decided on your phone, not by us.

Our hosting provider records technical server logs (IP address, browser, page requested, time) to keep the sites secure and running; these logs are kept for a short period, at most 30 days.

When you open fidelia.se, the country of your IP address and your browser language are used once to send you to the right country and language. Nothing is stored.

If you arrive through one of our ad or campaign links, the link carries campaign tags in its address (utm parameters, for example “utm_campaign=r1-bxl-fr”). They name the campaign, not you. If you then create a shop account, these tags and the page you signed up from are stored with the shop account, so we know which campaign it came from. The same applies if you ask us to call you back: the tags are stored with your request. The tags themselves use no cookies, and if you sign up without such a link, nothing is recorded. If you accepted the Meta pixel (see below), Meta also receives the address of the pages you visit, including these tags.

Only if you accept them in our cookie banner, fidelia.se and the sign-up, log-in and call-back pages of app.fidelia.se also use Google Analytics (statistics: pages visited, time on the site, device and browser type, approximate location from the IP address, and which links and campaigns bring visitors) and the Meta pixel (advertising: it tells Meta that a browser which saw our ads on Facebook or Instagram visited our site, created an account, created a shop or asked for a call back, so we can measure and improve our ads and show them to similar businesses). We do not send your email address, name or phone number to Google or Meta. If you refuse, neither of them loads and the site works exactly the same.

If you ask us to call you back from fidelia.se, we store the shop name or address you give (with the full address and the Google Maps place identifier if you pick one of Google’s suggestions), the time slot you choose, your first name, your phone number, your shop’s name if you give it, the page language and any campaign tags of the link that brought you.

We use this only to call you at the chosen time and help you set up Fidelia. It is e-mailed to our team and shared with no third party. Legal basis: steps taken at your request before entering into a contract (Article 6(1)(b) GDPR).

To block automated requests, we keep a salted hash of your IP address for one day. The request itself is deleted twelve months after it was sent; you can ask us to erase it sooner by writing to hello@fidelia.se.

• To provide the service to merchants: create and manage the account, run the scanner, update the cards and send service emails. Legal basis: performance of our contract with the merchant (Article 6(1)(b) GDPR).
• To bill the subscription and QR stand orders, and keep accounting records. Legal basis: contract and legal obligations (Article 6(1)(b) and (c)).
• To keep Fidelia secure, prevent fraud and abuse, and defend legal claims. Legal basis: our legitimate interest in a reliable and safe service (Article 6(1)(f)).
• To inform merchants about important changes, new features and offers related to Fidelia. Legal basis: legitimate interest; you can opt out of non-essential emails at any time.
• To answer support requests. Legal basis: contract or legitimate interest.
• To measure the audience of our websites (Google Analytics) and the results of our ads (Meta pixel). Legal basis: your consent (Article 6(1)(a) GDPR and the rules on cookies), given in the cookie banner. You can withdraw it at any time through “Cookie settings” at the bottom of every page of fidelia.se.

For card holders, the legal basis is chosen by the merchant as controller; it is usually the performance of the loyalty programme you joined, and your consent for news. We never sell personal data and never use card holders’ data for our own marketing.

We use the following service providers. Each one only receives what it needs for its task and is bound by a data processing agreement:

• Supabase (database, sign-in, file storage and server functions). Data is hosted in the European Union, in Frankfurt, Germany.
• o2switch (France): hosting of fidelia.se, app.fidelia.se and api.fidelia.se, and our email server.
• Stripe (Ireland): payments, subscriptions and invoices. Merchant data only.
• Apple: delivery of update notifications to cards in Apple Wallet. Apple only receives a technical push token, not the content of the card.
• Google: storage and display of cards in Google Wallet. Google receives what is shown on the card (shop, design, card number, progress and, if shown, the first name).
• Cloudflare: domain name service (DNS) and network protection.
• Google Ireland Limited: Google Analytics, only with your consent. Google Analytics 4 does not store IP addresses, and advertising features (Google Ads signals, personalised ads) are switched off.
• Meta Platforms Ireland Limited: the Meta pixel, only with your consent. For collecting the data through the pixel and sending it to Meta, Fidelia and Meta are joint controllers under Meta’s Controller Addendum; Meta is the sole controller of what it does with the data afterwards (see Meta’s privacy policy, which also explains how to exercise your rights with Meta).

Merchants who use the Locations page of the dashboard or the “Business” step of sign-up, and visitors of the call-back form, also load Google Maps Platform, to search for a shop or an address and place it on a map. Google then receives the IP address, browser data and the search typed, and acts as an independent controller (see Google’s privacy policy). Card holders never load Google Maps through Fidelia.

Within a merchant’s account, staff see only the first names of card holders; owners and managers also see email addresses and history. We may also disclose data when the law requires it, for example to a court or a public authority.

Our database and websites are hosted in the European Union. Some providers (Supabase, Stripe, Apple, Google, Meta, Cloudflare) belong to groups based in the United States and may access or transfer data outside the European Economic Area, for example for support, security or, for Google Analytics and the Meta pixel, their own processing. In that case, transfers are protected by the EU–US Data Privacy Framework where the provider is certified, or by the standard contractual clauses approved by the European Commission, with additional measures where needed.

Metadia Ltd is established in the United Kingdom. Personal data that our team accesses from the United Kingdom is protected by the European Commission’s adequacy decision for the United Kingdom, and our processing is also subject to the UK GDPR and the Data Protection Act 2018.

• Merchant accounts: as long as the account is open. After the account is closed, data is deleted within 30 days, except what we must keep by law.
• Invoices and accounting records: for the period required by UK company and tax law, currently six years after the end of the financial year.
• Card holder data: as long as the merchant uses Fidelia, or until the merchant or the card holder asks for erasure. When a card holder is deleted, the first name and email address are removed at once and the card stops working; the anonymous history of stamps stays, so the shop’s statistics remain correct.
• Apple Wallet device identifiers of a deleted card: removed three days after the deletion, once the phone has received the deactivated card.
• Salted IP hashes of the join page and the call-back form: one day. Call-back requests: twelve months. Server logs: at most 30 days.
• Support messages: up to two years after the last exchange.
• Cookie choice: six months, after which we ask again. Google Analytics: cookies up to 13 months, statistics kept 14 months in Google Analytics. Meta pixel: the _fbp cookie 90 days; Meta keeps the data it receives according to its own privacy policy.

Data is encrypted in transit (HTTPS) and at rest. Each business can only access its own data, enforced in the database itself (row-level security). Staff only see what their role needs. Card numbers are random and impossible to guess, passwords and PINs are stored as hashes, and every stamp is recorded in an audit log that cannot be edited. Access by our own team is limited to what is needed for support and maintenance.

Under the GDPR you have the right to access your data, to have it corrected or erased, to restrict its processing, to receive it in a portable format, to object to processing based on our legitimate interest, and to withdraw your consent at any time (this does not affect processing that took place before).

Merchants can exercise these rights by writing to hello@fidelia.se. Card holders should contact the shop, which can view, correct and delete a customer directly in its dashboard; you can also write to us and we will pass on your request. We may ask you to confirm your identity before acting on a request.

If you think your data is not handled correctly, you can lodge a complaint with the Belgian Data Protection Authority (Autorité de protection des données / Gegevensbeschermingsautoriteit, www.dataprotectionauthority.be), or with the authority of the country where you live or work. Since Metadia Ltd is established in the United Kingdom, you can also contact the UK Information Commissioner’s Office (ICO, ico.org.uk). We would appreciate the chance to sort it out with you first.

fidelia.se and the sign-up, log-in and call-back pages of app.fidelia.se only set non-essential cookies if you accept them in our cookie banner. Refusing is as easy as accepting, and you can change your mind at any time through “Cookie settings” at the bottom of every page of fidelia.se. If you withdraw consent, the cookies are deleted.

With your consent: Google Analytics (cookies _ga and _ga_…, statistics) and the Meta pixel (cookies _fbp and, if you came from a Facebook or Instagram link, _fbc, advertising). Always: one strictly necessary cookie, fidelia_consent, that remembers your choice. Pages for card holders (the join page and the web card) and the staff scanner never load Google Analytics or the Meta pixel.

To improve this cookie banner, we count which version of it was shown and which button was clicked (accept, refuse or a custom choice), with the page language. This count has no identifier: no cookie, no IP address, nothing that links it to you.

The Fidelia app (app.fidelia.se) also stores a few items in your browser that are strictly necessary for it to work: your sign-in session, your language and display preferences, and the state of the scanner. They are not used to track you and no consent is required for them.

While you sign up, the app also keeps your sign-up choices (country, language, plan and any campaign tags from the link) in your browser until your shop is created; they are deleted then.

• No automated decisions: we take no decisions with legal or similarly significant effects based solely on automated processing. Rewards are calculated by the rules the merchant chose for its card.
• Fidelia is a service for businesses. Loyalty programmes are aimed at adults; merchants should not invite children under the age required by local law to join without the consent of a parent.
• We may update this policy when the service or the law changes. The date at the top shows the current version. We will tell merchants by email about important changes.