Lifeline HealthLifeline Health

Version 1.8 — Last updated 1 November 2026 · Íslensk útgáfa

Sales & Subscription Terms

These sales terms govern consumer purchases (the "consumer", "you") of Lifeline Health ehf. services through lifelinehealth.is and the Lifeline mobile app. They supplement, and do not limit, Lifeline's general Terms of Service and Privacy Policy. In case of conflict, these sales terms control for all matters concerning payment, subscription and refunds. The legally binding version is the Icelandic original; this English text is provided for convenience.

1. Seller and corporate structure

1.1 The seller of the services described in these terms, as the business is operated today, is:

Lifeline Health ehf. is a licensed healthcare provider operating under Act no. 40/2007 on Healthcare Services and is registered as such with the Directorate of Health (Embætti landlæknis).

1.2 Lifeline Health ehf. is in the process of incorporating a separate daughter company to operate the health-coaching and lifestyle-guidance offering (the subscription service described in section 3.2) as a standalone entity. The purpose is to keep Lifeline Health ehf.'s healthcare operating licence cleanly separated from activity that does not constitute regulated healthcare under Act no. 40/2007. Until that daughter company is operational, Lifeline Health ehf. is the seller of the services listed in section 3. These terms will be updated with at least 30 days' notice when the daughter company assumes responsibility for the subscription service.

2. Scope and acceptance

By completing a payment on the Lifeline website or inside the Lifeline app you confirm that you have read, understood and accepted these terms. Services are sold only to individuals aged 18 or over who reside in Iceland or the EEA.

3. Services offered

3.1 Health assessment (one-off purchase) — regulated healthcare

A comprehensive health assessment comprising questionnaires, measurements and a blood test at a partner station, a report on the results and a doctor interview. You make your health plan yourself in the Lifeline app, from the report. The health assessment is regulated healthcare (heilbrigðisþjónusta) within the meaning of Act no. 40/2007, provided by Lifeline Health ehf. under its healthcare operating licence. Sold as a one-off purchase and delivered digitally inside your account in the app and on the web.

3.2 Lifeline app subscription — health coaching and lifestyle guidance

Ongoing access to personalised health coaching, daily guidance, nutrition plans, follow-up, and messaging with Lifeline coaches. The subscription comes in two versions: Lifeline app (the app on its own) and Lifeline coaching (the app with a health coach). Lifeline coaching also includes messaging with a health coach and one video call with a health coach per calendar month, booked in the app. Lifeline coaching is available throughout Iceland. A measurement (blood pressure and body composition) is not included in the subscription: it is bought and activated separately in Lifeline's secure electronic health record (section 3.6). The number of included appointments is shown on the checkout screen. The subscription service is health coaching and lifestyle guidance — it does not constitute regulated healthcare under Act no. 40/2007, and it does not replace medical care, clinical diagnosis or treatment. Subscriptions are sold for monthly periods as shown on the checkout screen. As noted in section 1.2, operation of this service will transfer to a Lifeline Health daughter company when that company becomes operational.

The exact price, included features and billing period are always shown on the checkout screen before payment is confirmed.

3.3 App trial included with the health assessment

The health assessment (section 3.1) does not include a subscription to the Lifeline app. Each health assessment purchase does, however, come with a 14-day trial of the app (section 3.2) free of charge.

The trial starts on the day you make your health plan in the app once the report is available, not on the purchase date. No payment card is required for the trial. It ends automatically after 14 days and you will not be charged anything. A subscription starts only if you choose one and pay for it.

One trial is included per health assessment; changing the plan does not start a new trial. The trial does not apply if you already have a paid subscription when the plan is made, or have app access under an agreement with your employer. If another trial is already running, it is extended so that it lasts 14 days from the date the plan is made.

If you choose an app subscription during the trial, the days remaining in the trial are added to the paid period. It starts on the day the trial would have ended, and your access continues without interruption until then. This applies only to the app subscription. A Lifeline coaching subscription, in which a health coach follows you up, starts on the payment date, and the trial then ends.

3.4 General trial and the end of a trial

If you have never had a trial or a subscription, you may receive one 14-day trial of the app free of charge. It starts when you complete the app setup or create your own plan in the app. The rules in section 3.3 on payment cards, the end of the trial and buying a subscription during it apply.

When a trial ends, the app features that require a subscription are closed. Your data is not deleted when the trial ends. Your health plan and entries are kept in accordance with the Lifeline Privacy Policy and become available in the app again if you choose a subscription later. You can continue to view and print your health plan without a subscription. The report and results of your health assessment remain available regardless of any subscription.

Not yet in effect: trials with a payment card

At present no payment card is requested for a trial. If that is introduced, the following applies: if a trial requires a payment card, this is stated clearly on the checkout screen before the trial starts, together with the subscription price and the date of the first charge. Lifeline sends an email reminder three days before the trial ends. If you cancel before the trial ends, nothing is charged.

3.5 Follow-up after 3 months — health coaching

The follow-up after 3 months is an add-on to the health assessment (section 3.1). It consists of a measurement of weight, body composition and blood pressure, compared with your earlier measurements, a conversation with a Lifeline health coach about how things have gone, and an updated health plan in the app. Its price is ISK 19,900 including VAT (section 4). In the capital area you receive an activation code at payment, activate it and the measurement in Lifeline's secure electronic health record with electronic ID, and have the measurement at Lyfja Smáratorgi, without an appointment, before the conversation. In Vestmannaeyjar the conversation takes place in person at Vera lífsgæðasetur, Hilmisgata 13, and the measurement is taken during it; the health coach enters the results in the record. The follow-up is health coaching and lifestyle guidance, not regulated healthcare under Act no. 40/2007. A doctor's interview is not part of the follow-up.

3.6 Services bought in Lifeline's secure electronic health record

A single measurement, a blood test and an extra doctor's interview are not sold on the Lifeline website or in the app. You buy, pay for and activate them in Lifeline's secure electronic health record, which you open with electronic ID (rafræn skilríki). You book an extra doctor's interview yourself in the record, and it takes place in person at Vera lífsgæðasetur in Vestmannaeyjar. These services are healthcare (section 4). Their price, payment and delivery are governed by the information shown at the time of purchase in the record.

4. Price, currency and VAT

All prices are displayed in Icelandic króna (ISK).

Healthcare services are exempt from value-added tax under Article 2(2) of Act no. 50/1988 on Value Added Tax, and therefore no VAT is added to their price. This covers the health assessment and the re-evaluation, and every service bought or provided in Lifeline's secure electronic health record: doctor's interviews, measurements and blood tests. The measurement included in the follow-up after 3 months (section 3.5) is part of it and falls under the next paragraph.

Subscriptions to the Lifeline app and Lifeline coaching (section 3.2) and the follow-up after 3 months (section 3.5), including its measurement, are health coaching, not healthcare, and carry VAT at the standard rate of 24%. Their prices are shown including VAT, and the receipt states the VAT included.

Lifeline reserves the right to change prices. Price changes do not apply to services already paid for or to the current billing period of an existing subscription. Subscription price changes are notified at least 30 days before they take effect, by email or in the app.

5. Payment and payment processing

Card payments (Visa, Mastercard) are processed by our payment partner Straumur greiðslumiðlun ehf. Lifeline never stores full card numbers on its servers. If a card is registered for future payments, only an encrypted token is stored.

Payment is made at purchase. The payment period starts on the payment date or, for an app subscription, at the end of a trial that is running at the time of purchase (section 3.3). A receipt is sent by email after every successful payment and is also available inside your account.

6. Subscription period, renewal and cancellation

6.1 A subscription runs for one month from the payment date or, for an app subscription, from the end of a trial that is running when it is bought (section 3.3). At present subscriptions do not renew automatically and nothing is charged when the period ends. Lifeline sends you a reminder before the period ends. If you wish to continue, choose the subscription again.

6.2 Not yet in effect: automatic renewal

Automatic renewal has not been introduced and this paragraph does not apply to any subscription at present. If it is introduced, it will apply only to a subscription that you start or expressly confirm after that, with a registered payment card and after this has been stated clearly on the checkout screen. Such a subscription renews at the end of each period at the current price until cancelled. The card you have chosen as your primary card is charged, and no other card is charged in its place. A subscription started before then does not renew automatically.

6.3 You may cancel a subscription or a trial at any time, without giving a reason, through the settings in the app, at lifelinehealth.is/account, or by email to contact@lifelinehealth.is. Cancellation takes effect at the end of the current paid period or trial, and your access remains unchanged until then. Pro-rated refunds for unused parts of a period are not provided unless required by mandatory law.

7. Delivery of the service

Digital services begin as soon as payment is confirmed:

  • Health assessment (one-off): after payment you receive a code to activate the assessment in Lifeline's secure electronic health record, where you answer the questionnaire. Measurements take place at Lyfja Smáratorgi, where you walk in without an appointment once the code is activated, or at Vera lífsgæðasetur in Vestmannaeyjar, where you book the time yourself in Lifeline's secure electronic health record with electronic ID. The blood test takes place at a partner station. You book the doctor's interview yourself in Lifeline's secure electronic health record with electronic ID; it takes place in person at Vera lífsgæðasetur in Vestmannaeyjar. Once the report is available, you make your health plan in the app.
  • Follow-up after 3 months: you book the conversation with a health coach in your account, or confirm or change a time the health coach proposes; the time is booked once you have confirmed it. In the capital area you receive an activation code at payment, or as soon as one is available, activate the measurement in Lifeline's secure electronic health record and walk in at Lyfja Smáratorgi for the measurement before the conversation. In Vestmannaeyjar the conversation takes place at Vera lífsgæðasetur and the measurement is taken during it. Your health plan in the app is updated afterwards.
  • Subscription: full access to subscription features opens immediately. The subscription period starts on the payment date or, for an app subscription, at the end of a trial that is running (section 3.3).

Changing or cancelling an appointment. You may move or cancel a booked appointment in your account up to 24 hours before it starts, unless a different deadline is stated in the booking confirmation. After that, please contact Lifeline at contact@lifelinehealth.is. Cancelling an appointment does not withdraw from the purchase: the order remains valid and you can book a new time. No fee is charged for an appointment you do not attend. The right of withdrawal is governed by section 8.

8. Right of withdrawal (14-day cooling-off)

Under Act no. 16/2016 on Consumer Contracts the consumer generally has 14 days to withdraw from a distance contract, without giving any reason, from the date the contract was concluded.

Important exception for digital health services: because Lifeline's services are delivered digitally and immediately at your request, you expressly agree on the checkout screen:

  • to ask Lifeline to begin performance of the service within the 14-day cooling-off period; and
  • to acknowledge that your right of withdrawal lapses once the service has been fully performed (Art. 18(1)(d) of Act no. 16/2016).

In practice this means:

  • Health assessment (one-off): you may withdraw without reason until the assessment has been performed. Once the assessment has been fully performed the right of withdrawal lapses. If you have used part of the service before withdrawing you must pay a proportionate amount for the portion already delivered.
  • Subscription: you may withdraw within 14 days of starting a new subscription. If the subscription has already given you access to content, a proportionate amount may be deducted from the refund pursuant to Art. 21(2) of Act no. 16/2016. Renewing a subscription does not create a new right of withdrawal; cancellation is governed by section 6.
  • Follow-up after 3 months: you may withdraw without reason until the measurement or the conversation has taken place. Once the follow-up has been fully performed, the right of withdrawal lapses.
  • Trial: a trial is free of charge, so no refund arises from it. If you withdraw from a health assessment before the plan is made, the trial included with it lapses. If you withdraw after the plan has been made, the trial continues unchanged.

To exercise the right of withdrawal, send a clear statement to contact@lifelinehealth.is before the period expires. A withdrawal form is set out in Annex I to Act no. 16/2016.

9. Refunds

Refunds payable under these terms or mandatory law are credited to the same payment method used for the original payment, no later than 14 days from the date the request is considered valid. No administrative fee is charged on refunds.

10. Failed payment and renewal

This section applies only once automatic renewal has been introduced (section 6.2) and is therefore not yet in effect. If automatic renewal fails (e.g. expired card or insufficient funds), Lifeline will retry the charge for up to 7 days and notify you by email. If payment is not received within that period, access to subscription features is automatically suspended. Access is restored as soon as payment is successful.

11. Chargebacks and disputed charges

If you believe you have been wrongly charged, please contact Lifeline at contact@lifelinehealth.is before filing a chargeback with your card issuer. This allows a faster and correct resolution. Lifeline responds to such requests within 5 business days.

12. Medical disclaimer

The health assessment (section 3.1) is a regulated healthcare service and is not a substitute for the care of your GP or specialist.

The subscription service (section 3.2) is health coaching and lifestyle guidance — not regulated healthcare. It complements, but does not replace, medical diagnosis or treatment. Subscription content must not be used to make clinical decisions.

In an emergency always call 112. Discontinue or change medication only in consultation with a physician. Further limitation-of-liability provisions are set out in the general Terms of Service.

13. Privacy

Processing of personal data in connection with payment and service provision is carried out in accordance with the Lifeline Privacy Policy, Act no. 90/2018 on Data Protection and the Processing of Personal Data, and Regulation (EU) 2016/679 (GDPR). Straumur greiðslumiðlun ehf. acts as an independent data controller for processing of payment data.

14. Complaints

Complaints regarding payment, service or the operation of these terms should be sent to contact@lifelinehealth.is. Lifeline will respond formally within 14 days of receipt. If a resolution cannot be reached, the consumer may refer the matter to:

15. Changes to these terms

Lifeline may update these terms. Material changes will be notified by email or in-app at least 30 days before they take effect. The current version is always available at lifelinehealth.is/sales-terms.

16. Governing law and jurisdiction

These terms are governed by Icelandic law. Disputes shall be brought before the District Court of Reykjavík, subject to mandatory consumer-protection law, including the consumer's right to bring proceedings in the courts of their own jurisdiction.

17. Contact

Lifeline Health ehf. · reg. no. 590925-1440 · Langholtsvegi 111, 104 Reykjavík, Iceland