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

#	Claim	Where	Source/basis cited	Risk
1	"Change your patterns for good."	`OnboardingFlow.swift` B1	None — general tagline	Medium
2	"A wellness tool for the moment it's hard."	`OnboardingFlow.swift` B1	Self-description	Low
3	"Most apps focus on the surface... the same feelings inevitably return."	`OnboardingFlow.swift` B2	Competitive positioning	Low
4	"Allin works deeper, down to the beliefs driving your experience."	`OnboardingFlow.swift` B3	Implicit CBT/schema framing	Low
5	"Based on peer-reviewed methods — the same trigger, met with a truer interpretation, has less pull next time."	`OnboardingFlow.swift` B4	Unnamed "peer-reviewed methods"	Medium
6	"Over time, the deepest layer becomes lighter... a slow re-learning."	`OnboardingFlow.swift` B6	General "practice over time" framing	Low
7	"Allin is a wellbeing tool, not emergency or medical care..."	`OnboardingFlow.swift` B7 (tap-to-acknowledge)	Self-disclaimer	Low
8	"...listen to a science-backed audio session..."	Settings → "how allin works"	Unspecified which science	Medium
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 researchers	Low — 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.swift`	Self-description	Low
13	"You're on a roll. Ten sessions in. Something's shifting."	`PaywallView.swift` header	Hardcoded — no session-count variable anywhere in the codebase	High
14	"Immediate, science-backed relief... No side-effects, no pharmaceutical risks."	`Models.swift` — confirmed dead code, not shown to any user	Unspecified "neuroscience and psychology"	High (dormant)

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 is a confirmed bug, not just a stylistic risk

Live bugIsabel + Marie

"Ten sessions in. Something's shifting." is hardcoded and shown to every user regardless of real session count — including someone on session 1. Already flagged as a live decision elsewhere; repeating it here since it's also a marketing-accuracy issue, not just a UX one.

Claim #14 is dead code that should be deleted

CleanupMarie

Not merely safe to leave alone — this is the single riskiest phrase in the file ("no side-effects, no pharmaceutical risks"), inert only as long as nobody reintroduces it during the pending onboarding rework. Delete it outright rather than leave it 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.