Privacy Policy
Last updated 7 April 2026
Saphe A/S (hereinafter "Saphe") respects your privacy, and data protection is a high priority at Saphe. Careful and responsible handling of your information is therefore entirely natural for us. In the following, we explain how we handle your information and your rights as a registered user.
This policy applies to your use of the following Saphe services: Saphe's website, Saphe's devices and traffic alerts, and Saphe's apps. These are hereinafter referred to as the "Services".
Saphe takes the protection of your information seriously. We therefore always take all reasonable measures, including technical and organisational measures, to ensure that the collection, use and storage of your information is carried out correctly. Nevertheless, Saphe cannot accept responsibility for errors in data transmission or unauthorised access by external unauthorised persons or organisations.
1. About This Policy
Saphe A/S (hereinafter "Saphe") respects your privacy, and data protection is a high priority at Saphe. Careful and responsible handling of your information is therefore entirely natural for us.
This policy applies to your use of Saphe's website, Saphe's devices and traffic alerts, and Saphe's apps — collectively referred to as the "Services".
2. Data Controller
Saphe A/S is responsible for the processing of your information. Our contact details are as follows:
Data Controller Saphe A/S Gasværksvej 46, 2nd floor 9000 Aalborg Denmark Phone: 42 90 33 11 Email: support@saphe.com
Data Protection Officer (DPO): Søren Vesti Lassen Email: privacy@saphe.dk
3. Overview of the Purposes for Which Saphe Processes Your Personal Data
The table below shows the different categories of personal data that Saphe processes, and explains the purpose of the processing and the legal basis.
Please refer to section 4 for a more detailed explanation of the different categories of personal data, and to section 5 for a more detailed explanation of Saphe's purposes for the processing.
Saphe's purpose for processing your data | Legal basis | Categories of personal data |
|---|---|---|
To deliver Saphe's products when you purchase a product and/or a subscription on our website or through other sources. This includes, among other things, processing your personal data to allow you to purchase products and subscriptions from us. | Performance of a contract (GDPR Art. 6(1)(b)) | User data (name, phone number, address, email address) / Payment and purchase data (any credit card information and purchase history) |
To deliver Saphe's Services in accordance with our agreement with you. | Performance of a contract (GDPR Art. 6(1)(b)) | User data / Usage data / Payment and purchase data |
To deliver the Saphe Link App when you download it to your device. | Performance of a contract (GDPR Art. 6(1)(b)) | User data (name, phone number, email address) / Usage data (information about your device, including IP address, device used and cookie data) |
To deliver Saphe's service regarding geographically relevant traffic information to you, in accordance with our agreement with you. This includes, among other things, continuously collecting necessary location data about you when you use our App. | Performance of a contract (GDPR Art. 6(1)(b)) | Location data (GPS data, device location information) / Usage data (IP address, information about the device used) |
To diagnose, identify and resolve any issues with Saphe's Services. | Performance of a contract (GDPR Art. 6(1)(b)) | User data / Usage data |
To evaluate and develop new features, technologies and improvements to Saphe's Services. We use personal data to develop and improve our Services, and analyse how users respond to new features. | Legitimate interest (GDPR Art. 6(1)(f)) – based on our interest in developing and improving products and features. | User data / Location data / Usage data (including IP address, device and cookie data) |
To carry out marketing or advertising where the law requires us to obtain your consent. Including when we use cookies to understand your interests, or the law requires consent for email marketing. | Consent (GDPR Art. 6(1)(a)) | User data / Usage data |
4. Personal Data That Saphe Processes About You
In general, Saphe processes the following types of information about you: User data [4.1], Location data [4.2], Usage data [4.3] and Payment and purchase data [4.4].
4.1 User Data
Saphe processes the information necessary to create your user account, such as name, address, country of residence, date of birth, email address, phone number and, where applicable, information about your vehicle.
4.2 Location Data
Saphe's traffic alerts and App are location-based, and it is therefore necessary for Saphe to process information about and establish your location using satellites, mobile networks, Wi-Fi, Bluetooth or other positioning methods when you use our App and traffic alerts. When you use Saphe's Apps, traffic alerts and route navigation, your location data and network-related data are sent to Saphe so that Saphe can deliver the service or content to you.
When you report or confirm/deny an incident, location data and a timestamp are sent to Saphe's back-end. After processing, the data is anonymised within 24 hours and logs are deleted. During this period, only trusted system administrators have access to the data.
Location data is stored in a local database belonging to the Saphe App on your smartphone/tablet in connection with incident logging and to enable location-specific notifications, and is automatically deleted no later than 14 days after recording. Saphe employees do not have access to this data.
In cases where you have chosen to submit incident logs to Saphe in connection with troubleshooting, this data may be accessed by persons who have been granted access, and log data is automatically deleted after 30 days.
4.3 Usage Data
Saphe collects and processes usage data about you when you access or use Saphe's website, App or devices. This information is processed so that we can better understand our customers and their preferences, enabling us to optimise the features of our Services.
When you visit Saphe's website, Saphe collects and processes information about how you navigate the website, your views and interactions with content, and information about how you accessed the website. We also store information about which items you have purchased from us.
Usage data also includes cookie data and IP addresses. A cookie is a file that is downloaded to your device when you visit a website. A cookie contains, among other things, information about whether the device is a new or already registered customer of Saphe, which products you click on, and how you navigate our website. Cookies are stored locally on your device and normally for 12 months. A cookie does not identify you as a person — only your device.
Your IP address is the address of the device you use to visit the site. The IP address may be recorded to ensure that Saphe can always trace the device used in the event of misuse or illegal activity in connection with the visit.
When you use Saphe's App, devices and traffic alerts, Saphe collects and processes information about the client device used (e.g. brand, model, operating system, etc.), the Saphe device used, subscription and information about reports. This enables us to optimise and further develop our service.
4.4 Payment and Purchase Data
If you make purchases of our products or sign up for our paid services, we need to process your payment data. The specific payment information that Saphe collects and processes depends on the payment method you choose. It will include information such as: name, date of birth, payment method, any information relating to your payment card, postcode, mobile number and information about your purchase and payment history.
4.5 Third-Party Sources
Saphe receives some of the above information from third parties. The information that Saphe receives from third-party sources is described below.
Saphe works with third-party providers to deliver the best possible service to our customers and users. Your personal information will never be published or sold to third parties, including external markets or for opinion research purposes.
Saphe only shares your information with external data processors to the extent necessary to ensure and deliver a functional web shop, customer service, logistics and payment solutions, or to deliver the Services to you.
We work with technical third-party providers who manage cookies on our behalf and who record usage data for users of our website. Saphe works with a number of third-party providers for analytics and remarketing purposes, including Google Analytics, Google Ads, Facebook Custom Audiences, Trustpilot, LinkedIn and YouTube.
Saphe does not store your payment information. This is done by the respective payment provider used when paying on the website or in the App. Saphe works with the following payment providers/payment gateways: Frisbii, Apple Pay, Google Pay, PayPal, SEPA and Vipps MobilePay. You are referred to direct any questions regarding payment information to the payment provider used for payment. If you wish to know which payment provider was used for a specific order, please contact support@saphe.com.
Saphe works with the following logistics partners for the dispatch of products: Bring, DAO, PostNord and HomeRunner. Saphe may, in connection with delivery, pass on information about addresses, phone numbers and email addresses to these logistics partners.
If you sign up for or log in to Saphe's service using single sign-on (SSO) services such as Google or Apple, that service sends your information to us for authentication and creation of your user account.
5. Our Purposes for Using Your Personal Data
Personal data is any form of information that can directly or indirectly be attributed to you as a person. Saphe's processing of your personal data is carried out on the basis of Article 6 of the General Data Protection Regulation, including:
Where processing is necessary for Saphe's performance of an agreement with you
Where you have consented to Saphe's processing of your personal data
Where Saphe or a third party has a legitimate interest in using the personal data in a particular way
Where Saphe's processing is necessary to comply with legislation
The overall purpose of Saphe's collection and processing of your personal information is to deliver Saphe's Services in accordance with our agreement with you. If you do not wish Saphe to process your personal data/user data, you cannot create a user account.
The purpose of Saphe's collection and processing of your location data is likewise to deliver Saphe's Services to you. Continuous collection and processing of location data is necessary for us to provide relevant and accurate traffic information while you use our Services.
Saphe's purpose in processing your usage data is to ensure that our services function correctly, and to ensure that we can provide you with support if you experience problems. Saphe's purpose in processing your usage data is also to continuously develop and improve Saphe's Services, including the Saphe Link App, the traffic alerts and the website.
Saphe processes your purchase and payment data in order to fulfil your purchase and/or the agreement you have entered into with Saphe, and to comply with applicable legislation and legal obligations.
Saphe shares information about you with third parties in certain cases (see section 4) because this is necessary to fulfil our obligations in accordance with the agreement we have with you.
6. Storage and Deletion of Data
Saphe stores your data securely on servers within the EU.
Saphe only retains your information for as long as is necessary to deliver Saphe's services and for Saphe's legitimate and essential business purposes, such as maintaining the performance and purpose of Saphe's services, making data-driven business decisions about new features or offers, complying with our legal obligations, and resolving any disputes.
Information forwarded to Saphe's central IT systems is stored securely with controlled and restricted access. We also protect your personal data with appropriate technical and organisational security measures from the time of registration until the deletion of the information. We delete or anonymise your personal data as soon as we no longer need it.
Category of personal data | Retention period | Legal basis |
|---|---|---|
User data (master data, including name, address, age) | For as long as you are a customer and until 5 years after the end of the year in which the customer relationship ended. The customer relationship ends at the moment you delete your user account. | While you are a customer, processing is carried out to fulfil our agreement with you (GDPR Art. 6(1)(b)). Thereafter to comply with legal requirements under the Danish Bookkeeping Act § 12. |
User data (contact information, including phone number and email address) | For as long as you are a customer and until 5 years after the end of the year in which the customer relationship ended. | While you are a customer, processing is carried out to fulfil our agreement (GDPR Art. 6(1)(b)). Thereafter to comply with the Danish Bookkeeping Act § 12. After the customer relationship has ended, processing is carried out pursuant to Saphe's legitimate interest (GDPR Art. 6(1)(f)) until the limitation period of 3 years, cf. the Danish Limitation Act § 3. |
Payment and purchase data | For as long as you are a customer and until 5 years after the end of the year in which the customer relationship ended. | Performance of agreement (GDPR Art. 6(1)(b)), thereafter the Danish Bookkeeping Act § 12. |
Usage data (IP address information and operations performed) | 30 days from the recording of the information. | Legitimate interest (GDPR Art. 6(1)(f)) – based on interest in developing and improving products and features. |
Usage data (client device used (brand, model, operating system, etc.), Saphe device used, subscription used, information about reports (not location data)) | For as long as you are a customer. After the customer relationship, data is stored for up to 12 months, thereafter in pseudonymised form for up to 5 years, after which it will be anonymised. | Legitimate interest (GDPR Art. 6(1)(f)) – based on interest in developing and improving products and features. |
Location data | Upon user reporting of incidents: data about location and time is stored for up to 24 hours, after which it is anonymised. Upon user reporting of updates to speed limits: data about location and user is stored for up to 30 days, after which it is anonymised. During driving: position is calculated continuously and it is logged which user has retrieved map data for up to 30 days. | — |
7. Transfer to Third Parties and Other Countries
Your personal information will never be sold to third parties, including external markets or for opinion research purposes.
Saphe exchanges data with a number of partners who act as sub-processors in our solution:
Braze – a marketing platform that enables targeted communication with customers and users via email and SMS. Deletion of user and usage data will be initiated after 12 months of inactivity. After this, it may take up to 6 months before data is finally deleted from Braze's backup systems. You can read details about Braze interaction and Braze's deletion procedures.
MapBox – provides map services. When using the app, data about session ID, location and IP address is exchanged. Session ID and IP address are automatically deleted after 30 days. Location data is anonymised after 24 hours. By default, the Saphe App exchanges anonymised usage data with MapBox, and it is possible to opt out of this behaviour in the Saphe App. Read more at: www.mapbox.com/legal/privacy.
Zendesk – Saphe's customer service platform. When contacting customer service, necessary user data such as name, address, email address and phone number are processed. In the case of email correspondence, all content will be processed and then automatically deleted. In the case of correspondence via chatbot, conversations will be stored for 6 months for statistical analysis of effectiveness with the aim of improving the quality of responses.
Saphe never transfers your personal data to recipients in third countries that the European Commission designates as "unsafe", i.e. countries outside the EU for which the European Commission has not adopted an adequacy decision.
8. Your Rights as a Registered User
As a registered user of Saphe, you have a number of rights under the General Data Protection Regulation. If you wish to exercise your rights, you can send your request to privacy@saphe.com.
Right of access You have the right to access the information that Saphe A/S processes about you. However, access may be restricted out of consideration for trade secrets and/or intellectual property rights.
Right to rectification You have the right to have information that Saphe processes about you corrected if you believe the information is incorrect, incomplete or inaccurate.
Right to erasure ("the right to be forgotten") In certain cases, you have the right to request the deletion of information about you if Saphe no longer has a legal basis for processing or retaining the information. Saphe continuously deletes personal data in accordance with legislation.
Right to restriction In special cases, you have the right to have the processing of your personal data restricted. If you are entitled to have processing restricted, we may in future only process the information — with the exception of storage — with your consent, or for the purpose of establishing, exercising or defending legal claims. In some cases, restriction may mean that Saphe is unable to deliver the service.
Right to object Under certain circumstances, you have the right to object to Saphe's otherwise lawful processing of your personal data, including where Saphe processes information about you on the basis of a legitimate interest, or to our processing of personal data in connection with direct marketing.
Right to withdraw consent You have the right at any time to withdraw your consent to Saphe's processing of your personal data, in whole or in part. If Saphe's processing is based on your consent, you have the right to withdraw it. Withdrawal only takes effect from the time of withdrawal.
Right to information You have the right to be informed about how Saphe processes your personal data. We do so in this privacy statement and in our Terms and Conditions.
Right to data portability You have the right to receive the information about you that Saphe processes in a structured, commonly used and machine-readable format. You also have the right to have the information transferred to another data controller.
Right to lodge a complaint You have the right to lodge a complaint with the Danish Data Protection Agency (Datatilsynet) if you are dissatisfied with the way Saphe processes your personal data. You can find the contact details of the Danish Data Protection Agency at www.datatilsynet.dk. You also have the right to lodge a complaint with a data protection supervisory authority in your country.
9. Automated Decision-Making and Profiling
Pursuant to Article 13(2)(f) and Article 22 of the General Data Protection Regulation, we hereby provide information about our use of automated decision-making and profiling.
What is profiling? Profiling is any form of automated processing of personal data consisting of the use of personal data to evaluate certain personal aspects, including to analyse or predict aspects relating to your behaviour, preferences or interests.
Profiling at Saphe
Saphe uses profiling in the following contexts:
Traffic alerts based on location and driving patterns: When you use the Saphe app, we continuously analyse your geographical location and direction of travel to deliver relevant traffic alerts. This processing is necessary to fulfil our agreement with you (GDPR Art. 6(1)(b)). The processing does not result in decisions with legal effects for you.
Segmentation for marketing and communication (Braze): We use Braze to segment users based on activity level, subscription type, device type and frequency of use. The purpose is to send relevant and targeted push notifications, emails and in-app messages. This processing is based on our legitimate interest (GDPR Art. 6(1)(f)) and/or your consent.
Analysis of usage patterns for product improvement: We analyse aggregated and individual usage patterns (e.g. how often you use the app, which features you use, and when you drive) in order to improve our services and develop new features. This processing is based on our legitimate interest (GDPR Art. 6(1)(f)).
Automatic rejection or retry of payments: Where subscription payments are declined, collection is automatically retried. This automated process may ultimately lead to the suspension of your access to the Services. The processing is necessary to fulfil our agreement with you (GDPR Art. 6(1)(b)).
Saphe does not make decisions based solely on automated processing, including profiling, that have legal effects or similarly significantly affect you, unless this is necessary for the conclusion or performance of an agreement, or you have given your explicit consent, cf. GDPR Article 22(2).
10. Changes to This Policy
Saphe continuously works to improve and develop its products, which means that this privacy statement needs to be updated on an ongoing basis.
If Saphe makes significant changes that may affect your privacy or rights, you will be notified via the Saphe Link app or by email.