When they decided to sell their life360 business, the families of two entrepreneurs trusted the company and its location data. They were confident that Life360 would provide them with accurate and up-to-date location information, which would help them stay connected with family and friends. The entrepreneurs were right to trust Life360. The company has provided them with accurate and up-to-date location information, which has helped them stay connected with family and friends. In fact, Life360 has even been able to help the two entrepreneurs start their own businesses. The families of these entrepreneurs are proof that trusting a company like Life360 is a good decision. The company has been able to provide accurate and up-to-date location information, which has helped the two entrepreneurs keep in touch with family and friends. In addition, the companies have been able to help these entrepreneurs start their own businesses.
Life360 is a service designed to help families keep track of each other. Because families can see exactly where each other are, Life360 also had the same data. Unfortunately for its users, the company sold that information to various brokers.
The company said it sold this data to keep its core offerings free to its users. Of course, your privacy has value, and you could argue that it’s worth more than a few dollars a month a service like this typically charges.
In fact, in 2020, location data sales amounted to nearly 20 percent of Life360’s revenue, bringing around $16 million, so your location is worth quite a lot.
Thankfully, Life360 has announced (via The Markup) that it will stop selling the precise location data of its users. This occurred primarily because of user backlash (and, more likely than not, a departure from its service). Allstate’s Arity will still receive location data, while other brokers will only get users’ data in aggregate form.
Has Life360 already damaged the trust with its users too much? Only time will tell if its 35 million users are willing to stick with the service now that it’s not selling their exact location data. If the service it provides is worthwhile, some people may be willing to forgive and forget, but this might be too much for the privacy-conscious.
