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Sustainable customer relations

It is business critical for Sleep Cycle to protect our users' personal health data and safeguard their privacy. The user always has control over their own data and all information they share with us is anonymous on a voluntary basis.

Customer integrity is for us a matter of trust and plays a fundamental part in an excellent customer relationship. We care about our proactive culture where customer integrity has the highest priority and handling of customer data is based on strict compliance with laws and internal regulations, which specify how the data must be protected and how it may be used. The basic principle is that the user always has control over their sleep data as all personal data is stored locally on the user's
device. In order for us to have access to the user's sleep and health data, it is required that they actively give us their consent.


In connection with the European data protection regulation GDPR entering into force a few years ago, we added a dedicated function that is involved on an ongoing basis in all processes where personal data is handled and stored. The main task is to ensure that the processing of this data is based on a legal foundation and that relevant security measures are taken.

The guidelines for our work with customer integrity are as follows:

  • No sleep or health data is transmitted from the user's device without the user's active and express consent, which the user can revoke at any time.
  • The sleep and health data that the user chooses to share is stored with an encrypted upload in cloud-based data centers.
  • Our data and risk management policies govern the work and specify approved authentication methods as well as descriptions of how data access at varying role levels should take place.


Sleep Cycle operates in a global market where laws and regulations differ from country to country, which makes the question of when a breach of customer privacy occurs, complex. We always strive to do the right thing and have a zero-vision goal when it comes to incidents of failing customer integrity. In cases where incident occurs, our ambition is to always quickly correct any deficiencies and learn from the incident to ensure that it does not happen again. Our data is classified as health data and thus as personal data, it not only requires a high level of security, but also means that we have to report personal data incidents to the Swedish Privacy Agency (Integritetskyddsmyndigheten, IMY).
We continuously carry out internal information efforts to ensure a high awareness among employees of the importance of customer integrity coupled with good knowledge of the regulations governing the handling of personal data.
Keeping our zero-vision goal in mind and the requirements of Swedish legislation, we measure the incidents that must be reported to IMY, as a first step. In 2022, zero customer integrity incidents were reported to IMY.


Sleep Cycle has many returning and repeat customers who continuously use our sleep services. Primarily to sleep better, but also because our digital sleep tool contributes to a better understanding of individual sleep habits and the motivation to change and improve them. A measure of customer satisfaction is also the high ratings our users give us on GooglePlay and AppStore. We are constantly working on improving user features. Among other things, by making it easier to search for information yourself, as well as to quickly respond to users who contact our customer service desk directly.


Sleep Cycle invests a lot of energy in developing and refining our sleep services to create the greatest possible user benefit. We're constantly getting better at developing new features using AI-based analytics whilst still relying on our users to actively share their sleep data with us to personalize and tailor the service.
In early 2022, Sleep Goal was launched, which aims to promote regular sleep habits by helping the user plan regular sleep routines for themselves.
Based on our long experience in analyzing sleep data, we have continued the development of functions linked to snoring. A breakthrough came when we discovered how snoring from different people in the same room can be identified using machine learning and a new algorithm. We call the function 'Who’s snoring?'. Being able to differentiate between several snorers enables an even more accurate sleep analysis and increases the number of users we can provide personal advice and insights to, regarding individual snoring habits.