Terms of Use

Last updated 19 September 2026

1. About these terms

These terms are an agreement between you and Proficient Eco Limited (“we”, “us”), a company registered in England and Wales (company number 13103781) with its registered office at Unit 82a James Carter Road, Mildenhall, Bury St Edmunds, IP28 7DE, United Kingdom. They apply when you download or use the Softly app (“Softly” or “the app”).

By using Softly you agree to these terms. If you do not agree, please do not use the app. Our Privacy Policy explains how we handle your personal information.

2. Who can use Softly

Softly is made for adults. You must be at least 18, or the age of majority where you live, to use it.

3. The service

Softly shows affirmations, lets you choose topics and themes, schedules reminders on your phone, and backs up your settings using an anonymous account. The app is currently free. If we ever introduce paid features, we will explain the price and terms clearly before you pay, and payment will be handled by Apple or Google.

We may improve, change or stop parts of Softly. If we plan to shut the service down, we will try to give you reasonable notice in the app.

4. Your licence to use the app

We give you a personal, non-exclusive, non-transferable, revocable licence to use Softly on devices you own or control, for your own non-commercial use, in line with these terms and the rules of the store you downloaded it from.

You must not copy, modify, sell or redistribute the app or its content, reverse engineer it (except where the law allows), interfere with its security, try to access other people’s data, or use it for anything unlawful.

5. Our content

The app, its design and all affirmations and images in it belong to us or our licensors and are protected by intellectual property laws. You are welcome to share individual affirmations with friends and family for personal, non-commercial purposes.

6. Your photos

If you add a photo to a custom theme, it remains yours. You give us permission to store it and show it back to you in the app, only so we can provide the feature. It is never shown to other people. You confirm you have the right to use any photo you add and that it is not unlawful. You can delete a photo at any time by deleting the theme.

7. Health and wellbeing

Softly offers general words of encouragement. It does not diagnose, treat or monitor any condition, and it is not an emergency service. Always follow the advice of your healthcare professionals. If you notice signs of postnatal depression or anxiety, please speak to your midwife, health visitor or GP.

8. Ending your use

You can stop using Softly at any time. To delete your account and data, go to Settings → Delete my account and data in the app, or see Delete your Softly data. We may suspend or close an account that is being used to break these terms or to harm the service or other people.

9. Our responsibility to you

We build Softly with care and aim to keep it available, but we cannot promise it will always be uninterrupted or error-free.

If we fail to comply with these terms, we are responsible for loss or damage you suffer that is a foreseeable result of our breach or our negligence. We are not responsible for loss or damage that is not foreseeable, or for business losses, because Softly is for personal use only.

Nothing in these terms limits or excludes our liability for death or personal injury caused by our negligence, for fraud or fraudulent misrepresentation, or for anything else that cannot be limited or excluded by law. Nothing in these terms affects your legal rights as a consumer.

10. Apple and Google

If you downloaded Softly from Apple’s App Store:

• These terms are between you and us only, not with Apple. We, not Apple, are solely responsible for Softly and its content.
• Your licence is limited to using Softly on Apple-branded products you own or control, as allowed by the Usage Rules in the Apple Media Services Terms and Conditions.
• Apple has no obligation to provide any maintenance or support for Softly.
• If Softly fails to meet any applicable warranty, you may notify Apple, and Apple may refund the purchase price (if any). To the maximum extent the law allows, Apple has no other warranty obligation for Softly.
• We, not Apple, are responsible for dealing with any claims by you or anyone else relating to Softly, including product liability claims, claims that it fails to meet legal or regulatory requirements, and consumer protection or privacy claims.
• If anyone claims that Softly or your use of it infringes their intellectual property rights, we, not Apple, are responsible for investigating, defending, settling and resolving that claim.
• You confirm that you are not located in a country subject to a US Government embargo or designated as a “terrorist supporting” country, and that you are not on any US Government list of prohibited or restricted parties.
• You must follow any third-party terms that apply when you use Softly, such as your mobile network’s terms.
• Apple and its subsidiaries are third-party beneficiaries of these terms. Once you accept them, Apple has the right to enforce them against you.

If you downloaded Softly from Google Play, the Google Play Terms of Service also apply. Where they conflict with these terms on matters between you and Google, Google’s terms take priority.

11. Changes to these terms

We may update these terms, for example when we add features or the law changes. We will change the date at the top of this page, and tell you in the app about important changes before they take effect. If you do not agree to the new terms, you can stop using Softly and delete your data.

12. Law and disputes

These terms are governed by the laws of England and Wales. You can bring legal proceedings in the courts of England and Wales. If you live in Scotland or Northern Ireland, you can also bring proceedings in your local courts. If you live in another country, you keep the protection of the mandatory consumer laws where you live.

If you have a problem, please contact us first. We will try to sort it out quickly and fairly.

13. Contact us