In today’s digital world, we rely on the internet’s convenience to solve problems we didn’t even know we had. On a cold and wet night in February, Amazon and Google seem to instinctively know that you need a new parka to get through six more weeks of winter (thanks, Punxsutawney Phil). What feels like coincidence or good fortune is actually the result of an intricate system of personal data brokering—one that leads marketers straight to your digital doorstep and, if you’re not careful, your actual one (they know where that is, too). In 2024, U.S. regulators pushed to intervene in the sale of personal data, but like most attempts to regulate highly profitable industries, these efforts have faced strong opposition.
Fortunately for privacy-conscious individuals, new tools have emerged to help protect personal information from not only marketers but also criminals. The benefits of such solutions include protection against identity theft and fraud, a reduction in email and phone spam, phishing prevention, stalker deterrence, and a safeguard against marketer price manipulation and targeted sales tactics.
Some of the top privacy protection providers include:
Atlas Privacy – A premium service that removes customers’ personal information from 150+ websites and continuously monitors both existing and emerging websites to ensure ongoing privacy protection.
Pricing: Free limited package; $150/year for the premium package.
PermissionSlip by Consumer Reports – A user-friendly solution from a trusted non-profit. It provides insights into the data specific brands collect, files requests to remove your private information from company archives, and deletes unwanted accounts.
Pricing: Free limited package; $59.99/year or $4.99/month for the Plus package.
DuckDuckGo – A privacy-focused search engine that does not track users, blocks ads and trackers, and utilizes Bing’s web index to deliver relevant search results.
Pricing: Free.
Brave Browser – A privacy-focused browser that prioritizes user protection while delivering search results based on open-source data. This leads to faster searches, though results favor popularity over sheer volume.
Pricing: Free.
As we move into 2025, we must acknowledge that technology is the backbone of modern life. From knee replacement surgeries to grocery deliveries, computers and software drive efficiency and innovation—but at what cost? The era of playing defense against those who exploit our private information is over. It’s time for an offensive approach to protect yourself and your loved ones. If you have any questions or would like to discuss steps to safeguard your privacy, please do not hesitate to contact your advisor. We’ll walk you through the available tools and help you take control of your digital security.
This material is provided for informational and educational purposes only. It is not an endorsement or recommendation of any services mentioned. Any opinion expressed herein is subject to change without notice. The information provided herein is believed to be reliable, but we do not guarantee accuracy, timeliness, or completeness. It is provided “as is” without any express or implied warranties.
Investment Advisory Services are offered through Mariner Platform Solutions (MPS), an SEC Registered Investment Adviser. Rolling Hills Advisors and MPS are not affiliated entities. For additional information about MPS, including fees and services, please contact MPS or refer to Form ADV Part 2A, which is available on the Investment Adviser Public Disclosure website (www.adviserinfo.sec.gov). Registration of an investment adviser does not imply a certain level of skill or training. MPS does not provide legal or tax advice.
