Privacy Policy

1. Who We Are

The Midlife Power Index™ ("MPI", "we", "us", "our") is a research initiative operated by LUMAA Media LLC, a company organised under the laws of the United States. LUMAA — Living Unapologetically in Midlife and Aging — is a media company and movement dedicated to amplifying the voices, stories, and real power of women navigating midlife.

If you have any questions about this Privacy Policy or how we handle your data, please contact us at hello@themidlifepowerindex.com.

2. What Data We Collect

We collect the following categories of information when you participate in the Midlife Power Index assessment:

• Survey responses — your answers to questions covering career, financial security, health and wellbeing, relationships, purpose, joy and freedom, healthcare access, and economic power.
• Email address — collected only if you choose to receive your personalised index score or research updates. Providing your email is entirely optional.
• Demographic information — age range, country of residence, employment status, and similar anonymised data points that help us analyse results across different groups of women.
• Technical data — IP address, browser type, device type, operating system, and usage data collected automatically when you visit the site.

We do not collect your full legal name, home address, financial account details, or any government-issued identification numbers.

3. How We Use Your Data

We use the information we collect for the following purposes:

• To conduct, analyse, and publish the Midlife Power Index research study and its findings.
• To generate and deliver your personalised index score and dimension breakdown.
• To improve the accuracy, relevance, and experience of the assessment over time.
• To send you research updates, findings, and news about the MPI — only if you have explicitly opted in.
• To operate and maintain the website and ensure its security.
• To comply with applicable legal obligations.

Your individual survey responses are fully anonymised before being included in any published research, reports, datasets, or media coverage. We will never publish, sell, or share data in a form that could identify you personally.

4. Legal Basis for Processing (GDPR)

If you are located in the European Economic Area (EEA) or the United Kingdom, we process your personal data under the following legal bases:

• Consent — You have given clear, informed consent for us to process your data for the purposes described in this policy. You may withdraw consent at any time by contacting us at hello@themidlifepowerindex.com.
• Legitimate interests — We have a legitimate research interest in understanding and documenting the experiences of women in midlife, provided this interest does not override your fundamental rights and freedoms.

For California residents, please see Section 9 for your rights under the California Consumer Privacy Act (CCPA).

5. Data Sharing and Third Parties

We do not sell your personal data to any third party. We may share anonymised, aggregated research data with academic institutions, media organisations, policy bodies, and research partners for the purpose of publication and public discourse.

We use the following third-party service providers to operate the assessment and website:

• Typeform — our survey platform, which processes your responses on our behalf. Typeform's own Privacy Policy governs their handling of data submitted through their platform.
• Website analytics provider — collects anonymised usage data to help us understand how visitors interact with the site.

All third-party processors are contractually required to handle your data in compliance with applicable data protection law and are prohibited from using it for their own purposes.

6. Data Retention

We retain your email address and any personally identifiable information for as long as necessary to fulfil the purposes described in this policy, or as required by applicable law — typically no longer than three years from the date of collection.

Anonymised research data may be retained indefinitely for ongoing research, longitudinal studies, and publication purposes, as it cannot be used to identify any individual.

You may request deletion of your personal data at any time by contacting us at hello@themidlifepowerindex.com. We will process your request within 30 days.

7. Cookies and Tracking

We use cookies and similar tracking technologies to operate the website, remember your preferences, and collect anonymised analytics data. Cookies we use include:

• Essential cookies — required for the site to function correctly.
• Analytics cookies — help us understand how visitors use the site so we can improve it. These cookies collect data in an anonymised form.

You can control or disable cookies through your browser settings at any time. Disabling cookies may affect certain features of the site but will not prevent you from completing the assessment.

8. Your Rights (EEA and UK)

If you are located in the EEA or UK, you have the following rights under the General Data Protection Regulation (GDPR) and UK GDPR:

• Right of access — Request a copy of the personal data we hold about you.
• Right to rectification — Request correction of inaccurate or incomplete data.
• Right to erasure — Request deletion of your personal data ("right to be forgotten").
• Right to restrict processing — Request that we limit how we use your data.
• Right to data portability — Request your data in a structured, machine-readable format.
• Right to object — Object to our processing of your data based on legitimate interests.
• Right to withdraw consent — Withdraw consent at any time without affecting the lawfulness of processing before withdrawal.

To exercise any of these rights, please contact us at hello@themidlifepowerindex.com. We will respond within 30 days. You also have the right to lodge a complaint with your local data protection authority.

9. California Residents (CCPA)

If you are a California resident, you have the following rights under the California Consumer Privacy Act (CCPA):

• The right to know what personal information we collect, use, disclose, and sell.
• The right to request deletion of your personal information.
• The right to opt out of the sale of your personal information. We do not sell personal information.
• The right to non-discrimination for exercising your CCPA rights.

To submit a CCPA request, please contact us at hello@themidlifepowerindex.com.

10. Data Security

We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, disclosure, alteration, or destruction. These measures include encrypted data transmission (HTTPS), access controls, and regular security reviews.

However, no method of transmission over the internet is 100% secure. While we strive to protect your data, we cannot guarantee absolute security. In the event of a data breach that affects your rights and freedoms, we will notify you as required by applicable law.

11. Children's Privacy

The Midlife Power Index is designed for adults aged 18 and over. We do not knowingly collect personal data from anyone under the age of 18. If you believe we have inadvertently collected data from a minor, please contact us immediately at hello@themidlifepowerindex.com and we will delete it promptly.

12. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, or legal requirements. We will notify you of any material changes by posting the revised policy on this page with an updated effective date. Your continued use of the site after any changes constitutes your acceptance of the revised policy.

We encourage you to review this policy periodically.

13. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or your personal data, please contact us:

LUMAA Media LLC
hello@themidlifepowerindex.com

We are committed to working with you to resolve any concerns about your privacy.