Frequently asked questions

All Apex coaches are AI. Each one is a distinct character with their own personality, specialty, and conversational style, but they're all powered by AI models running in real time. We never claim coaches are human.

No. Apex is wellness coaching, not therapy or medical care. Coaches don't diagnose, prescribe, or treat mental health conditions. If you're in crisis, contact your local emergency services or a crisis line. In the US: dial or text 988.

Three things. First, coaches have specific personalities and coaching frameworks built into their system prompts, not a blank slate. Second, they remember your context across sessions (your goals, your history, your patterns), so it's a continuing relationship instead of a one-shot chat. Third, sessions are structured: they start, run for ~20 minutes, close with a task. The structure is part of the coaching.

Yes. We don't sell your data. We don't run advertising trackers. Your conversations are stored so your coach can remember you, and they're not used to train external AI models. You can export or delete everything anytime from settings. Full details in our Privacy notice.

Yes. From Settings, you can switch to a different coach anytime. Your goals, tasks, and intake answers come with you. Past session conversations stay with the original coach. You can choose to share them with the new coach or start fresh. You can always come back to a former coach later.

After your first free session, you'll be invited to subscribe to continue. No charge until you actively subscribe. We don't add a card on file during the free session.

Yes. From Settings → Subscription, you can cancel with one click. Cancellation takes effect at the end of your current billing period. You keep access until then. We don't email you for an exit interview.

First-pick fit is rare even with human therapists. Switch to a different coach (Settings → Switch coach). Your context comes with you. Your free first session counts regardless of which coach you started with.

It can. AI is wrong sometimes: repetitive, oversimplified, or just off. Treat coach suggestions as input to your own judgment, not as authority. For serious decisions (medical, legal, financial), see a qualified human professional. We've added crisis-detection safeguards but they're not perfect.

Yes. Each coach builds context with you over time: your goals, recent sessions, patterns, intake answers. That's the difference between an Apex session and a one-shot chatbot conversation.

Yes. apex.coach works in any modern mobile browser. A native app is on the roadmap.

Settings → Account → Delete account. This permanently removes all your data: conversations, goals, journal, intake answers. Deletion is immediate from primary storage and within 30 days from encrypted backups. We can't recover deleted accounts.

Email hello@apex.coach and a real human will reply.