This startup helps consumers take ownership of their data.
With consumers generating greater amounts of data and businesses growing increasingly adept at leveraging it, the question of who owns that data—and, in turn, who profits from it—is coming to the fore. Enliken is one startup aiming to motivate consumers to take ownership of the trail they generate online. “Start making educated choices about how your online data should be used,” the company’s website urges. Users download software that tracks their Web activity; the money generated from selling the data is then directed to any of several charities users can choose among, with Enliken taking 10 percent for itself. Explained one of the co-founders to The New York Times: “We see data as a currency. Why don’t we help the people who are creating the information monetize it?”