Privacy Policy

Privacy Policy for Enjo &

Privacy is at the heart of everything we do. Our goal is to be as honest and clear as possible to make it easier for you to understand how we handle your personal data in our application Enjo (also referred to as “app” and “service”) and on our website (also referred to as “website”). This Privacy Policy describes this. We are Hello Shim AB, company registration number 556841-9088, having our registered address at Swedenborgsgatan 18, 118 48 Stockholm, Sweden (hereafter referred to as “we” or “us”).

In order for Enjo to have a meaningful conversation and to remember what you talked about, we need to save data about you. We promise that we will never sell, transfer or otherwise allow someone else to access your personal data without your consent. No one, not even our own Enjo employees, can view your personal data (such as names) paired with what you talk with Enjo about.

For us, the most important thing is that you trust us and feel safe when using Enjo. If you think something is unclear or have any questions, please feel free to contact our co-founder and CEO Hoa Ly at If you would like to know more about our service, please read our Terms of Service.



We need to handle information about you for Enjo to work and be meaningful to you as a user. We promise you that we will never sell, transfer or otherwise allow someone else to access your personal data without your consent.

1.1. Collection of name and other personal data

Personal data are data that can be linked to a living person, e.g. names, phone number, email address, etc. When you create an account in Enjo, we collect your name and phone number. The name is used by Enjo to talk to you. We use the phone number because we believe it is the easiest way for the user to log in. We do not use phone numbers for anything other than authentication. However, creating an account is completely optional – you can use the app without ever entering your phone number.

We also ask for your email address during the use of the app. This is also completely optional to enter it. We use it for staying in touch with you, and our intention is to provide you with information that you find interesting and relevant, e.g. news about our service and what we do.

1.2. Collection of other information

When you have a dialogue with Enjo – specifically by answering Enjo’s questions – the service will also gather other information about you. For example, information about how you want to be as a person, positive memories you have experienced, what you feel grateful for and other reflections. We call this information “Mindful reflection data“ and it is necessary for the app to be meaningful by replying to you, giving you emotional support and reminding you of positive things. This information is what makes Enjo personal and customizable to you.

1.3. Aggregated information

By first anonymizing your information so that it can no longer be linked to you (automatically, without involvement from a human being) and then merge it with other users’ information, data will be on an aggregated level. The aggregated information never contains images, personal names, phone numbers or email addresses.

We use the aggregated information to make the app better and more helpful by understanding the meaning of what our users enter on a group level. Based on this, we create new content. In short, we use the unidentified aggregated data and categorize it. For example, if you tell Enjo that you have “eaten a good dinner at a restaurant”, we categorize that event as “Food”. This categorization means that Enjo can ask relevant follow-up questions.

We also use the aggregated information to conduct research and produce reports about mental well-being. An example of this is the academic study we conducted with Linköping University, to investigate whether Enjo’s predecessor (Shim) could have a positive effect on emotional well-being (you can read more about the study here). The purpose of the research is to understand this on an aggregated level, never on an individual level.

1.4. Aggregated information

Enjo processes the following information about you as a user:
• Names;
• Phone number;
• Information you voluntarily provide during use (such as email and images);
• Location;
• Network and device performance;
• Operating system;
• Technical information about your device (such as device model);
• Cookies;
• Source you came from (if you are visiting our website);
• Web browser (if you are visiting our website); and
• Mindful reflection data.

1.5. Legal ground and purpose of collecting the data

Enjo processes your personal data based on the following legal grounds:
• Consent: When you register to use the service, you consent to collecting your personal data in accordance with this Privacy Policy.
• Compliance: When you register to use the service, you agree to our Terms of Service. We collect your personal data in order to comply with this agreement with you.
• Legitimate interests: The collection of data is also based on our legitimate interests in developing and improving our service.

Your personal data is processed by Enjo to achieve the following purposes:
• Enable communication between Enjo and you;
• Deliver the service and ensure that the service works;
• Analyze your use (in anonymous form with other users’ data) of the service to improve the service and develop new features, products and/or services;
• Administer your account and use of the service, as well as communicate with you, for example via notifications and email;
• Inform you about our updates to the service and the Terms of Use;
• Market the service and other services or products, either inside or outside the service, including features and content of the service and products and services provided through the service – however, we promise never to sell your data; and
• Do research in order to better understand mental well-being, etc.



In order for all of Enjo’s features to work optimally – as well as to give you as good and rich an experience as possible – the app needs access to features on your device. We will never use your information for anything other than what is stated in our Privacy Policy and we will never share your information with anyone else without your consent. Your information is protected by our security system and by encryption.

2.1. Camera and pictures

When you tell Enjo about a positive experience, you can add an image to it to make the reflection richer and work better as a positive reminder in the future. It can either be an image you have taken or a picture that someone else has taken (and which you are allowed to use). In order to upload an image from your photo album or take a picture with the camera on your device, the app needs access to your camera and your photos.

2.2. Contact List

When talking about your close ones, you can add them via your contact list to make it quicker and smoother. We will never use your contact list for anything other than this. You can use Enjo without giving access to your contact list.

2.3. Push notifications

Enjo uses push notifications to help you get into the habit of making daily mindful reflections, and to remind you of positive reflections you have previously done.



It is necessary for us to use third-party services, such as Amazon Web Services, to run Enjo’s servers, Mixpanel to understand the usage of the app and develop it further, and Smooch for you to be able to give us feedback within in the app. These third-party services will need to process information about you. Please note that we are always responsible for your personal data and other information – and that no third-party service is granted any additional rights than what we obtain from this Privacy Policy.

We have our servers on Ireland via Amazon Web Services. Mixpanel and Smooch have their services in the US. We guarantee that security measures are taken for these transfers. Examples of such security measures under the data protection laws are the establishment of personal data agreement and certification (e.g. EU-US Privacy Shield). Please see the list below for further information:


4.1. Notification of amendments in the privacy policy

If we make significant changes to this Privacy Policy, we will inform you based on what is appropriate with regards to the circumstances, such as through announcement on the website, or through a dialogue in Enjo.

4.2. How long we store your data

Enjo will store your personal data as long as you have an active account. In case you delete your account, the data will be saved for twelve (12) months, starting from the day you delete your account, in case you regret your decision and want to reopen the account. We will also save your personal data for research purposes, but for a maximum of two (2) years after you have deleted your account.

4.3. Access to and amendments of your personal data

You are entitled to request information regarding the personal data we collect about you. You also have the right to request a correction of your personal data if anything is invalid – as well as the right to request deletion of your personal data. In addition, you are entitled to request to limit the processing of your personal data. You are entitled to data portability (transfer of your personal data from Enjo to another personal data controller), provided that Enjo’s collection of your personal data is based on consent or agreement and the processing is automated.

4.4. Personal duty and data protection

Enjo is responsible for processing your personal data according to current data protection laws and regulations. If you have questions about the use of your personal data in Enjo, this Privacy Policy, or otherwise regarding the protection of your privacy or if you wish to remove your information, please contact CEO Hoa Ly at:



This section describes the use of Cookies and other technologies.

We collect information using technology such as Cookies, beacons, and local storage (e.g. on your browser or device). In this Privacy Policy, we use the term
Cookies” for all technologies, including data and text that we store in your browser or device.

A Cookie is a small text file stored on your computer, mobile phone or other device when you visit a website. Cookies may for instance help us recognize you the next time you visit our Website, but also enable us to offer a safer and more reliable service.

We use Cookies for the following purposes:

Functional Cookies

We use Functional Cookies to manage certain features of the Service, so your choices and settings will be remembered when using the Service again. We use a Cookie to keep track of which chats users have responded to.

Cookies for analysis

We use Cookies for analysis to measure how our services are demanded, used, and how they function when used. The information we collect is used to maintain and improve the Service.

Third party Cookies

We may also allow our partners to use Cookies in the Service for the same purposes as described above. We may also allow third parties offering services on our behalf to use Cookies for the purposes described above. We use a Cookie from Google Analytics and Mixpanel to analyze how the Service is used.

Most browsers let the user choose how Cookies are handled. You can then set the browser to block Cookies, or to delete some Cookies.

If you choose to block Cookies, parts of the Service functionality may deteriorate or disappear, as it relies on Cookies.

If you have any questions or concerns about our use of Cookies, contact us at



This Privacy Policy shall be governed by and interpreted in accordance with Swedish law, without the application of applicable conflict of law rules.

Disputes or claims arising out of or in conjunction with this Privacy Policy, or in the case of crimes, termination or invalidity thereof, shall ultimately be settled by Swedish courts, with the Stockholm District Court as the first instance, unless otherwise stated by mandatory laws.