Lumi is a website that allows you to anonymously and securely record the web pages you visit to let Lumi know what you are interested in. It finds popular pages among all users and makes suggestions of pages that will interest you. To accomplish this, Lumi’s browser extension records the URLs you visit when you are browsing using a browser with the Lumi extension installed and activated. It does not record anything from Private/Incognito Mode sessions, even if the extension appears active.

This browser data is always kept private, and only ever used to improve the recommendations you and other Lumi members get. This is done by machine analysis – your data will never be seen by anybody else.

You and other Lumi members can also add stars to particular pages, which highlight them as particularly interesting to you. Stars can be private or public. If they are public, other Lumi members will be able to see that you have added a star to that site. Public stars can be made private at any time.

If you want to permanently remove all your data from Lumi and close your account, we will always make this possible. We prioritize your privacy and give you control over who sees your data and how it is used.

There are two parts to our privacy policy:

  1. Privacy Principles – these are our privacy commitments to you.
  2. Privacy Policy – this explains in detail the data we collect and how we use it.

We have also prepared a Privacy FAQ to answer commonly asked questions about our privacy practices.

Privacy principles

Our promise to you is that:

  • We do not and will not pass on your private data to any third party without your explicit consent.
  • Your browsing data – the list of URLs generated by browsing with Lumi - will never be visible to anyone else (even the Lumi team).
  • You can delete your account at any time. All data associated with you will be permanently deleted.
  • We encrypt all communication to our servers.
  • Lumi looks at the links you visit, not the content you look at
  • Lumi does not store any content – text or images – from links you visit. Passwords or credit card details, for example, will never be recorded by the Lumi extension.
  • If you go to a password-protected site – like a corporate network or webmail – Lumi will only record the login page. Even if you accidentally add a star to a page, nobody will be able to see or access the content on the page.
  • Browser data stored on our servers is not and will never be linked to your name or email address.
  • You can opt-out of storing new browsing data with us at any time by using the browser’s built-in incognito functions or by using the privacy settings in the extension.
  • You can delete or make private any starred page on your profile at any time.

Privacy Policy

1. Introduction

Lumi is a service of Semion Ltd. Semion Ltd ("Lumi" or "we") is committed to protecting your privacy.

Lumi suggests links in real time, based on your previous browsing and the browsing of other Lumi members. To provide the best possible recommendations, Lumi needs to learn from the links you follow. The Lumi browser extension records some specific information about the websites you visit. This information is encrypted and stored in the Lumi server. This policy sets out the details of how Lumi treats and uses your data.

2. Data Lumi Collects

  • Browser history and browsing data. When you download and install the Lumi extension, Lumi collects information stored in your browser related to the websites that you have already visited - your "browser history". Lumi also keeps a record of the websites that you view after you install our browser extension, when you are browsing with the extension enabled and not in Private Browsing or Incognito mode.
    1. Lumi always keeps this information private: it is only ever viewed by machines, and not even the Lumi team can access it.
    2. This information is stored anonymously and identified by a number rather than your name, profile name or email address. We do not make any permanent connection between this information and your identity.
    3. When you sign into Lumi, this stored browser data is connected with your profile to populate your recommendations page. This connection only lasts for a fraction of a second.
  • User Profile Information. To join the Lumi community, you need to set up a profile at When you do this, you give us certain personal details such as your name and/or username, your picture or avatar, your email address and other details that you upload when setting up your profile or completing our registration page.
  • Your Correspondence. If you contact us for any reason (by sending us an email, fax or completing a form on our website), we may keep a record of that correspondence, in order to refer to it when investigating the issue you have raised. The Lumi team will only contact you in response to inquiries, or to notify you of technical or service information regarding Lumi. We will not make your email address available to third parties without your explicit permission.
  • Websites you star. Lumi also collects and stores information on websites that you star when browsing. Any starred pages may be seen by other Lumi members, unless you choose to make the starred pages private. Private starred pages are visible only to you and to Lumi, which will use the pages you star to improve its understanding of the content you find interesting.
    1. Stars can be made private or public either when they are added, or by altering the default behaviour in your Lumi settings. A star can be changed from public to private, or removed, at any time.
    2. When you join Lumi, you also have the option to upload your browser bookmarks to Lumi as starred pages. This helps Lumi to recommend content to you while it is learning from your browser data. This is an optional process, and the stars that are created are private by default: only you and Lumi can see them unless you make them public.
  • Websites you share. You can follow other Lumi members. If you follow a member who does not follow you, you will see their public stars only. If you both follow each other then you can also share specific pages. We collect the details of the websites you share so both parties can see them.
  • Technical Data. Lumi collects certain technical data such as your IP address, operating system and browser type. Lumi remembers when you visit our site and use the Lumi service. We also have a rough idea of where you are located when you access the Lumi service, because your browser reveals your IP address as it would when visiting any website. This is generally no more detailed than the city in which you are located.
  • Cookies. We use cookies to distinguish you from other Lumi members. This helps us to provide you with the best experience of Lumi, and the best content recommendations.

3. Where does Lumi store your data?

All the data we collect is stored on secure servers in the EU (currently the UK and Ireland). We use industry standard security software and procedures to restrict access, prevent hacking and keep your data safe.

4. How does Lumi use your data?

We use the data we collect to provide you with the Lumi service, and nothing more. This includes the following:

  • Recommending personalised web content. Lumi uses your web history and browsing information together with the websites you star to recommend websites and web content.
  • Contacting you about the Lumi service. We may contact you to tell you about new features, service issues or changes to Lumi's privacy policy or terms or use.
  • Notifying you about your account. We will let you know if there has been any activity relating to your account (for example, if someone has followed you). You can turn off these notifications in your settings.
  • Aggregated Trends. We may use your web history and browsing information in an aggregated, completely anonymous manner to highlight trends and patterns in the way that our users use the web.

5. How does Lumi disclose your data?

Lumi recognises that your data is yours. Lumi limits the data it collects to what is needed to deliver its service, holds your data in trust in secure storage and will allow you to remove your data from Lumi whenever you want. We will not disclose your data other than as necessary to provide the Lumi service to you and as set out in section 4 above and this section below.

Nobody – not even Lumi staff – has authorised access to an individual’s browsing history. Lumi has been built intentionally to make it almost impossible to link an individual with his or her browsing data. However, there are certain situations where Lumi will share information:

  • Third party service providers. We may disclose your data to certain third party providers we use to help provide the Lumi service to you. For example, we may use a provider to host our site and to provide data processing activities. In this situation, we will remain responsible for your data and the provider will only act on our instructions.
  • Court order. We may be required to disclose certain data under a court order that we receive. We believe that this would not include your browsing data because it is stored anonymously. Even if a court ordered us to share a particular user’s browser data, it would be extremely hard to identify which profile belonged to that user.
  • With your permission. We may disclose your data where you give us permission to do so (typically for any uses not covered by this policy).
  • Business sale. We may transfer your data to any person that buys our business or any of our assets (in whole or in part). We will aim to keep you informed of what this means for you as a member of Lumi, and maintain your right to remove your data.
  • Legal duty and rights. We may disclose or share your personal data if we are required to do so in order to comply with any legal obligation, to enforce or apply our terms of use and other agreements or to protect the rights, property, or safety of Lumi or its members.

6. Your Rights

As a member of Lumi you have the right to:

  1. Copy your data. If you want to get a copy of the personal data we hold about you, please go to this page and send us a message. It's manual at the moment but we'll make this automatic soon.
  2. Delete your data. If you want to delete the personal data we hold about you, please go to this page and send us a message.
  3. Change your account settings. If you want to stop sending Lumi personal data, please go to the settings page and in one click you can stop sending us data. You can also disable or delete the Lumi extension in your browser. When you log into Lumi, you will continue to receive recommendations based on the data you had already contributed, unless you tell us to delete it.

7. Changes to this Privacy Policy

We may need to make changes to this Privacy Policy from time to time. If we do so we will provide you with a clear and timely notice. We advise checking our policies if you have any questions about how Lumi is behaving, and if your question is not answered contacting us.

8. Contact

Questions, comments and requests regarding this privacy policy are welcomed - just email

Last updated 12th September 2013.