The promise of online services is that they will make your life easier in exchange for collecting data about you. The reality is that they use more information than you realize for purposes that are not what you intended. There have been many attempts to harness all of the data that you generate for gaining useful insights about yourself, but they are generally difficult to set up and manage or require software development experience. The team at Prifina have built a platform that allows users to create their own personal data cloud and install applications built by developers that power useful experiences while keeping you in full control. In this episode Markus Lampinen shares the goals and vision of the company, the technical aspects of making it a reality, and the future vision for how services can be designed to respect user's privacy while still providing compelling experiences.