The Dental Business Manager
The Dental Business Manager
Last updated: 18 May 2026
This Privacy Policy explains how personal information is collected and used when you use BraceHero ("the App"). The App helps parents and guardians of children in orthodontic treatment to contact their orthodontic practice - for example, to request an appointment change, report an issue with a brace, or purchase orthodontic sundries.
BraceHero is a patient support and communication tool only and does not provide medical advice, diagnosis, or emergency services.
The App is operated by Tony Rickwood, trading as The Dental Business Manager, based in the United Kingdom, and is subject to the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
The data controller for BraceHero is Tony Rickwood, trading as The Dental Business Manager.
For any questions or to exercise your data rights, please use the contact email provided on the App's App Store or Google Play Store listing.
The App collects only the information required to provide its core functionality. This may include:
We do not collect:
Payment information is entered directly into Stripe's secure payment system and is never visible to or stored by BraceHero.
The information you provide is used solely to support the functionality of the App, including:
The App may collect limited anonymised usage and operational analytics to help monitor app performance, troubleshoot issues, and understand how features are used. This may include button presses, feature usage, successful form submissions, checkout events, and general interaction data.
These analytics are not used for advertising purposes and are not used to identify individual users.
We process personal data on the basis of your consent and, where relevant, the legitimate interests of operating and maintaining the App safely and effectively.
You provide information voluntarily when using the App. You may withdraw consent at any time by discontinuing use of the App.
When you send a message or place an order through the App, relevant information may be transmitted securely to your selected orthodontic practice.
BraceHero uses the following third-party services to operate:
AWS SES acts as a data processor on our behalf and processes data solely for email delivery purposes. Emails in transit are encrypted using TLS.
Stripe securely processes payment information in accordance with PCI DSS standards. BraceHero does not see or store payment card details.
App stores and platform providers may collect anonymised device, diagnostic, and usage information in accordance with their own privacy policies.
Other than the intended orthodontic practice and the services listed above, we do not sell, share, or disclose personal data to any third party for marketing or advertising purposes.
BraceHero does not maintain long-term storage of personal information on its own servers beyond what is required to provide the App's functionality.
AWS SES may temporarily retain limited email delivery logs in accordance with their operational policies.
Limited anonymised operational analytics may be retained for system monitoring, troubleshooting, and service improvement purposes.
No payment card information is stored by BraceHero.
The App includes a small shop selling orthodontic sundries such as cleaning products and accessories. No account or registration is required to make a purchase.
Payments are processed securely by Stripe, a third-party payment processor. Payment details are entered directly into Stripe's secure payment interface and are never visible to BraceHero.
Once payment is confirmed, relevant order details - including name, delivery address, and items purchased - are sent securely to the relevant orthodontic practice via AWS SES solely for the purpose of fulfilling the order.
The App uses the following third-party services:
This App is not affiliated with, endorsed by, or operated in partnership with the NHS or any NHS trust.
The App is intended for use by parents and guardians only, not by children directly.
We do not knowingly collect personal information directly from children under 13 without parental or guardian involvement.
If you believe a child has used this App without appropriate parental oversight, please contact us and we will provide any assistance we reasonably can.
As a UK resident, you have the following rights:
To make a request or ask a question, please contact us via the email address listed on the App's App Store or Google Play Store page.
You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk if you believe your data has not been handled lawfully.
We may update this Privacy Policy from time to time. Any changes will be indicated by the revised date shown at the top of this document.
Continued use of the App following any updates constitutes acceptance of the revised policy.
For any questions or concerns regarding this Privacy Policy or your personal data, please contact us using the contact email listed on the App's App Store or Google Play Store page.