Optimise BP

Optimise BP is the trading name for Optimise Health Ltd (“we”, “us”, “our”). We are a company registered in England and Wales with company number 11404473 and having its registered office at Halifax House, 30-34 George Street, Hull, Humberside, United Kingdom, HU1 3AJ.

Optimise Health Ltd is committed to respecting and protecting your privacy. Please take time to read and digest how this Privacy Policy applies to you according to the different situations explained below and highlighted throughout this Privacy Policy:

What data do we collect and how is it used?

You may give us information about you by entering information on our app or website, allowing us access to data about you held by third parties, filling in forms, or by corresponding with us by phone, e-mail or otherwise. You may also give us information, and we may collect and process information, about you resulting from any interactions you undertake or services you request or source from us. We may conduct evaluation or research on usage of the app or aspects of hypertension management. This will be on anonymised or pseudonymised data and is in order to improve the product and ensure that OptimiseBP is benefiting users and the NHS.

It will be clear at the time what personal information we are requesting from you. If you do not provide the personal information necessary or withdraw your consent for the processing of your personal information, where this information is necessary for us to provide the relevant Services to you, we will not be able to provide these Services to you. You don't have to provide data and can simply choose to stop using our app or website or our additional services. You will be free to refuse to participate in research that requires identifiable personal information.

Each time you use our app or website we may automatically collect the following information:

technical information, including (but not limited to) the type of device you use, a unique device identifier, mobile network information, your mobile operating system, and time zone setting;
information either accessed through your device or stored on your device which you have explicitly consented to sharing, and the providence of that data including the device used to collect that data, time, date; and
details of your use of our app or website and services.

We will collect, create and retain the following information to set up your account and security profile, and administer and maintain your account, including for any technical updates to or technical support for the application:

Your basic account profile information, including your name, physical address, email address, telephone number, date of birth, and gender,
Details of any support queries that you raise about technical issues you are experiencing with the application for which your email will be required to process your query;

The username and password which you use to login to the application;
Any other data that you choose to provide us with, other than through the usual functionality of the application.

Please note that if you access our service using your NHS login details, the identity verification services are managed by NHS England. NHS England is the controller for any personal information you provided to NHS England to get an NHS login account and verify your identity, and uses that personal information solely for that single purpose. For this personal information, our role is a “processor” only and we must act under the instructions provided by NHS England (as the “controller”) when verifying your identity. To see NHS login’s Privacy Notice and Terms and Conditions, please visit https://access.login.nhs.uk/terms-and-conditions. This restriction does not apply to the personal information you provide to us separately.

The main categories of information that we will collect from you during the functioning of the software include:

Blood pressure readings
Blood pressure medication you are taking
Side effects you may be experiencing
Information about your blood tests
Your NHS number

We may, on occasion, ask for information connected with research into the functioning of the app or other aspects of hypertension management, as described above.

General information about how your personal information will be treated

We collect, use and share your personal details obtained through your use of the website or the application as follows:

Certain information through the use of cookies that are automatically stored on your device when you visit our website
To provide you with the services of the software including any communication on updates to our software.
To enable us to look into and resolve queries and complaints relating to your use of our services.
Where we need to improve and enhance the quality of our services through details of your use of our app, website and services.
Our third party service providers who help us to provide the application and website to you - we will impose appropriate obligations to protect the security and privacy of your information;
Our professional advisors including our lawyers and accountants (and those of any prospective purchasers of our business – see below) when required for them to provide us (or prospective purchasers of our business) with professional advice - we will impose appropriate obligations to protect the security and privacy of your information;
The police, local authorities, Her Majesty’s Revenue and Customs (HMRC), the courts and any other government or regulatory authority based in any jurisdiction if they ask us to do so for a legitimate reason or if we choose to provide it because we think it appropriate to protect our business, staff, premises and users, or if we are obliged to do so, such as by court order;
Where we re-organise, re-structure, sell or transfer our business we will transfer your personal information to the new incumbent of the business for them to continue to use it in the same ways as we have prior to the transfer.
We will not share your information with any third parties, except if it is required as part of research, and in accordance with these terms and conditions.

International transfers of your information.

Information submitted through the website and the application are stored in secure servers and data centres.
Your personal medical information is stored solely in England.
Information which you supply through our support portal, on which you should never include any personal medical information, may be stored by the suppliers and advisers we engage to help us run and deliver our business, in servers or data centres located outside the EU. Naturally, we expect our suppliers to take information security as seriously as we do so we put appropriate measures in place requiring suppliers to treat the information to EU standards for the protection of your personal information. Even so, any transfer of information to other countries in this way could result in that information being available to the government and other authorities in those countries under their laws.
We take all steps reasonably necessary to ensure that your data is treated securely through strict procedures and security features to prevent unauthorised access to your personal information

Updates to this privacy policy

We regularly review the ways we use your information, and in doing so, we may change what kind of information we collect, how we store it, who we share it with and how we act on it.

Consequently, we may need to change this privacy policy from time to time so please check the privacy policy when returning to this site. If we have already captured or you have already provided your information through the website or the application, we will notify you of those changes and where appropriate provide for you to review your preferences accordingly.

Security

We will help keep your information safe, secure and private. The data that is entered, transmitted and stored is encrypted to prevent any unauthorised use of the data.

Data in transmission is protected by industry standard measures including encryption to provide a high level of security for your personal healthcare information.

Decision making and profiling

Automated decision making means making a decision solely by automated means without any human involvement and profiling means automated processing of personal data to evaluate personal data about an individual.

By agreeing to this privacy statement, you consent to any automated decision making and profiling that is required for the proper functioning of this OptimiseBP product.

OptimiseBP takes information about your medication, blood pressure readings, blood tests and side effects to make automated recommendations to manage your blood pressure, carrying out instructions set by your clinician.

Although you are able to withdraw consent for this automated decision making, we will be unable to continue to provide you with our services helping you manage your blood pressure.

We would then suggest you contact your clinician for continuing management. At any point during your use of OptimiseBP, you should consider the output from the product as recommendations and you can always request human intervention or challenge a decision by contacting your clinician. If you feel at any time that the protocols and recommendations are incorrect, as well as contacting your clinician, we would ask you to let us know by emailing [email protected].

Your information rights

Optimise Health Ltd is the DATA CONTROLLER for the data that we process in accordance with this privacy policy. This term is a legal phrase used to describe a person or entity that controls the way data is used and processed.

The General Data Protection Regulation gives you a number of rights as a data subject. These rights are listed below:

You have the right to know how we will use your personal information. This is described in our Privacy Policy.
You have the right to be provided with a copy of your record (the information we hold about you). This is known as a Subject Access Request. This information is available to you through the App, but if you wish to check our full records, please use our address as shown at the top of this privacy policy or email us at [email protected]
You have the right to object to us making use of your information for any specific purpose. This is addressed by the use of consent boxes when signing up. You can remove your consent by emailing us at [email protected]. We will monitor this email account and ensure that your wishes and changes are respected.
You have the right to rectify any information which you believe is inaccurate. If you believe that we have made an error, or you are unable to make a correction, please email us at [email protected]
You have the right to request that we erase personal data about you that we hold, which is also known as the right to be forgotten. This is not an absolute right, and depending on the legal basis that applies, we may have overriding legitimate grounds to continue to hold and process the data. If you would like to make a request for us to erase personal data that we hold about you, email us at [email protected].
You have the right to object to any automated profiling and decision making. Our system uses data provided by Clinician Users and Patient Users to make recommendations of medication dosage adjustments. However, where this automated profiling and decision making is necessary for us to provide the relevant Services to you, we may not be able to continue to provide these Services to you.

We are registered under the Data Protection Act 2018 with the Information Commissioner’s Office (the UK data protection authority). Our registration number is A8503459 and can be viewed online at www.ico.org.uk. You can also find useful access guidance and information about your data protection rights on this website.

You can make a complaint to the ICO at any time about the way we use your information. However, we hope that you would first consider raising with us any issue or complaint you have about how we handle your personal information. Your trust is extremely important to us, and we will always do our very best to promptly resolve any problems you may have in this regard.

Date of last update: 24th August 2025