Placer.ai didn’t respond to a request for comment. Hulls said that Life360 doesn’t share users’ private information with insurers in ways that could affect insurance rates. “The terms of our partnership with Life360 remain the same and we will continue to work with them to provide the enhanced safety features their users have come to trust and rely on.” “Yes, Arity collects and utilizes precise location data from Life360 to provide their users Driving Safety features such as Crash Detection, Family Driving Summary, and Emergency Dispatch,” Stacy Silver, a spokesperson for Arity said in an email.
In Hulls’s November responses to The Markup, he said that Arity “powers a significant portion” of Life360’s driving features like crash detection and that the service was “deeply integrated into” its product. The data that Arity receives contains precise location data when a trip in a moving vehicle has been detected, according to a former Arity employee who spoke with The Markup on the condition that we not use their name, as they are still employed in the data industry.īecause it turns out moving fast and breaking things broke some super important things. It made an additional $6 million through its deal with Arity, a “mobility data and analytics” firm owned by Allstate, which is disclosed as a data partner in Life360’s privacy policy.Īrity’s code, which is embedded in the app, enables “driving event history and crash detection” features. In 2020, location data sales made up nearly 20 percent of Life360’s revenue, netting the company $16 million, according to its financial records.
#Life360 app privacy driver
“We’re essentially replacing a very large number of partners with a single partner with the exception of Arity, which is going to continue on the driver side,” Hulls said on the call. He did not share how much the deal with Placer.ai was worth. In a call with investors on Wednesday, Hulls said that the transition from selling to about a dozen location data partners to just Placer.ai and Arity should not affect the company’s revenue. Hulls and Life360 did not respond to The Markup’s requests for comment. The deal with Placer.ai does not include data from the companies Tile and Jiobit, both of which Life360 announced acquisitions of last year. Hulls did not elaborate on what those risks were. He said that selling aggregate location data would mean “reducing business risk” for the company. “Life360 recognises that aggregated data analytics (for example, 150 people drove by the supermarket) is the wave of the future and that businesses will increasingly place a premium on data insights that do not rely on device-level or other individual user-level identifiers,” Hulls said in the announcement. Life360’s report described the arrangement as a “new data partnership” that “significantly advances privacy initiatives.” The app, which boasts more than 35 million users worldwide, will still be selling location data to the firm Placer.ai but in aggregate rather than raw, precise form, Hulls said. The app is a major source of raw location data for a multibillion-dollar industry that buys, packages, and sells people’s movements Decem08:00 ET
But there’s a lack of safeguards to prevent others from identifying users behind the data. Life360’s privacy policy says the data sold to third parties doesn’t identify users. He didn’t confirm or deny the accusation.
#Life360 app privacy free
“We see data as an important part of our business model that allows us to keep the core Life360 services free for the majority of our users, including features that have improved driver safety and saved numerous lives,” Life360 founder and CEO Chris Hulls told The Markup in an email. Department of Defense, while SafeGraph counts the CDC among its clients. Public records show that X-Mode has sold location data to the U.S. X-Mode, SafeGraph and Cuebiq themselves sell data to other companies in the industry in addition to hedge funds and firms that deal in targeted advertising. Other companies like Safegraph and Allstate’s Arity were also clients. The information comes via former employees at Life360 and data companies Cuebiq and X-Mode, which purchased the data. The Markup found that Life360 sells data of 33 million users to about a dozen brokers. You’d think you could trust a company built on keeping you safe.
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