Allin — internal
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Allin — Marketing Claims Register

Allin — marketing claims register

Every efficacy/outcome claim currently in the live app, mapped to what it's actually citing — draft for Isabel + Marie review, seeded directly from the app's own code, not written from memory. Companion to the Regulatory Positioning draft. Incomplete without the live Meta ad copy — see the gap note below.

Low — plain/hedged description Medium — accurate research, ambiguous attribution High — states or implies a guaranteed/clinically-proven-for-Allin outcome
#ClaimWhereSource/basis citedRisk
1"Change your patterns for good."OnboardingFlow.swift B1None — general taglineMedium
2"A wellness tool for the moment it's hard."OnboardingFlow.swift B1Self-descriptionLow
3"Most apps focus on the surface... the same feelings inevitably return."OnboardingFlow.swift B2Competitive positioningLow
4"Allin works deeper, down to the beliefs driving your experience."OnboardingFlow.swift B3Implicit CBT/schema framingLow
5"Based on peer-reviewed methods — the same trigger, met with a truer interpretation, has less pull next time."OnboardingFlow.swift B4Unnamed "peer-reviewed methods"Medium
6"Over time, the deepest layer becomes lighter... a slow re-learning."OnboardingFlow.swift B6General "practice over time" framingLow
7"Allin is a wellbeing tool, not emergency or medical care..."OnboardingFlow.swift B7 (tap-to-acknowledge)Self-disclaimerLow
8"...listen to a science-backed audio session..."Settings → "how allin works"Unspecified which scienceMedium
9"...bilateral sound and guided narration based on memory reconsolidation research — the same window that lets the brain rewire emotional patterns."Settings → "how allin works"Memory reconsolidation research (Ecker/Ticic/Hulley)Medium
10"grounded in three research areas: memory reconsolidation (Ecker, Ticic & Hulley), polyvagal theory (Porges), trauma-informed somatic work (van der Kolk)."Settings → "research behind allin"Named explicitly, real researchersLow — the model example
11"...mirrors clinical protocols with measurable shifts in self-reported intensity scores."Settings → "research behind allin"Ambiguous: external protocols, or Allin's own data?High
12"unlimited rewire sessions... the practice that's working"PaywallView.swiftSelf-descriptionLow
13"You're on a roll. Ten sessions in. Something's shifting." → now "You keep showing up. Something's shifting."PaywallView.swift headerFixed 2026-08-24 — true for anyone who reaches the screen, not tied to a real countFixed
14"Immediate, science-backed relief... No side-effects, no pharmaceutical risks."Models.swift — confirmed removed from the codebase (re-checked 2026-08-31, zero matches)Was unspecified "neuroscience and psychology"Deleted

Gaps to flag explicitly

Live Meta ad copy isn't in this register

Can't be assembled from the code repos
Isabel — pull from Meta Ads Manager
Ad creative lives in Meta Ads Manager, not in either repo. Given paid ads are the actual trigger for needing this register in the first place, it's incomplete until the real ad copy/creative is pulled and added as its own rows.

Claim #11 needs a decision, not just a copy edit

Needs a callIsabel + Marie
Is "measurable shifts in self-reported intensity scores" about the external clinical protocols Allin's structure mirrors, or about Allin's own in-app data? These need different substantiation and different wording — as written, it reads as the stronger, riskier of the two.

Claim #13 — fixed 2026-08-24

ResolvedShipped, riding in v2.3
Headline changed to "You keep showing up. Something's shifting." — deliberately chosen to be true for anyone who reaches the paywall at all, not a stopgap waiting on a real session-count feature. Committed to main.

Claim #14 — dead code confirmed removed

ResolvedRe-verified 2026-08-31
Re-checked the codebase directly: zero matches for this phrase anywhere. The dead OnboardingScreen struct it lived in was deleted in an earlier pass — confirmed gone, not just still dormant.

No lawyer or clinical advisor has reviewed any of this

Different domainMarie
Lining up a clinical advisor (CBT/ACT/somatic) is already a priority — this register is a natural first thing to hand them, alongside the Regulatory Positioning draft.