Your Top Questions About Private Data Removal – Answered

Estimated Reading Time: 11 Minutes

Last week was Data Privacy Week, and as a proud Champion of Data Privacy Week, we at Iris^® Powered by Generali launched a solution that meets a growing consumer expectation: Private Data Removal.

Since the announcement, we’ve been fielding questions from brands seeking to embed the solution into their existing digital experience and organizations looking to bundle it with their core product. Both types of companies want to understand how this service works, why it matters for their customers, and how they can offer it.

If you’re exploring whether Private Data Removal is the right addition to your digital product or service bundle, this FAQ is for you.

Key Takeaways

• The average person has more than 3,000 pieces of personal data exposed online across people-search sites and data brokers – creating a massive, underserved market opportunity.
  
  
• Only 6% of U.S. adults actively remove their data from these sites, leaving 94% exposed and in-market to organizations willing to step in and deliver real value.
  
  
• 80% of consumers say they would use identity protection tools integrated into apps they already use, but only 18% currently lack access to any protection, suggesting strong penetration potential.
  
  
• 66% of consumers are willing to pay for comprehensive identity protection, with younger generations even more willing (72% of Gen Z).
  
  
• Private Data Removal delivers ongoing engagement through visible, tangible results that keep customers coming back, creating natural upsell opportunities and revenue expansion.

Table of Contents

• What Exactly is Exposed Personal Data?
  
  
• How Much Data Does the Average Person Have Exposed?
  
  
• Why Does This Matter for Your Customers Right Now?
  
  
• How Does Private Data Removal Work?
  
  
• Why Does Data Need to Be Removed Continuously?
  
  
• What Business Benefits Does Private Data Removal Offer?
  
  
• How Can My Organization Offer Private Data Removal?
  
  
• Why Choose Iris Over Going Directly to a Specialized Provider?
  
  
• What's the Revenue Opportunity?
  
  
• What's Next?

What Exactly is Exposed Personal Data?

Exposed personal data refers to private information about individuals that’s publicly accessible on data broker and people-search websites. This includes names, dates of birth, phone numbers, current and past addresses, family relationships, and sometimes even asset ownership or professional details.

Data brokers compile this information from public records, scraped online content, marketing databases, social feeds, and breached data. They then publish complete profiles for anyone to find – usually without the individual’s knowledge or consent.

Think of it this way: if a stranger can Google your customer’s name and instantly see their home address, phone number, who their family members are, and where they’ve lived in the past decade, that’s exposed data. And it’s happening to millions of people right now.

How Much Data Does the Average Person Have Exposed?

Here’s the shocking truth: one data broker alone claims to have 3,000+ data points on 2.5 billion people – per person.

You read that correctly. That’s not 30 data points. Not 300. Over 3,000.

This massive digital footprint includes everything from basic contact information to detailed family trees, employment history, property ownership, and more. Most people have no idea this information exists – let alone how much of it there is.

The reality is that nearly all American adults have records on these data broker sites. For your customers, the question isn’t if they’re exposed – it’s how exposed they are.

And here’s what makes this an even bigger opportunity for your business: only 6% of U.S. adults actively remove their data from these sites. That means 94% of the population – including your customers – is exposed and completely untapped by data removal services.

The need is urgent and growing. And right now, almost no one is addressing it – creating a significant opportunity for organizations that recognize this gap before their competitors do.

Want the complete picture? Download our whitepaper for a deep dive into how public data fuels modern fraud.

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Why Does This Matter for Your Customers Right Now?

Because they’re already feeling vulnerable – even if they don’t fully understand the scope of the data broker problem or know that solutions exist.

According to Iris’ 2025 Identity & Cybersecurity Concerns (ICC) survey:

• 1 in 3 consumers believe moving to a new location makes them most vulnerable to identity theft.

• 3 in 10 believe starting a new business increases their risk.

• 3 in 10 believe buying or selling a home makes them more vulnerable.

These life changes often involve providing personal data to multiple parties – realtors, lenders, utility companies, title companies – increasing their exposure to potential fraud. And when that data inevitably ends up on broker sites? The risk multiplies.

Even more concerning: 1 in 5 consumers were victims of identity theft in the last two years, and more than 1 in 3 know somebody who has been victimized. This isn’t a distant threat – it’s happening to people your customers know.

Criminals use this exposed data to launch highly targeted phishing attacks, account takeovers, AI-powered social engineering scams, and synthetic identity fraud. According to research, an estimated 60% of cybercrimes against seniors are at least partly fueled by personal information available online, often through data brokers and people-search sites.

How Does Private Data Removal Work?

Private Data Removal from Iris automatically scans people-search websites and other data brokers for your customers’ personal information and removes it where possible.

Here’s the process:

1. Quarterly scanning monitors approximately 300 people-search sites on a rolling 90-day basis.

2. Automatic detection identifies when customer information appears.

3. Removal requests are submitted automatically without requiring customer action.

4. Status updates keep customers informed throughout the removal process.

5. Ongoing monitoring catches data repopulation from new breaches and scraped content.

This is set-it-and-forget-it protection your customers will value, keeping them coming back to your brand and creating an even stickier customer experience.

Why Does Data Need to Be Removed Continuously?

Even when consumers manually request removals, those same sites often repopulate their data within months (often within 12 months). New breaches fuel the cycle, and many brokers intentionally make the opt-out process confusing or time-consuming.

Continuous monitoring and recurring removals are critical because data brokers regularly refresh their databases from new sources. One-time removal isn’t enough – ongoing protection is essential.

Think of it like mowing your lawn. You can’t just do it once and expect it to stay perfect forever. The grass keeps growing, and data brokers keep re-publishing information. Ongoing maintenance is the only way to keep things under control.

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What Business Benefits Does Private Data Removal Offer?

Private Data Removal addresses a critical customer vulnerability most people don’t even know exists – while creating a powerful revenue driver and engagement tool for your business.

Recurring Revenue Opportunities

Unlike one-time services, Private Data Removal creates ongoing value through quarterly scans and continuous monitoring. This naturally lends itself to subscription models, creating predictable recurring revenue streams for your organization.

Increased Customer Engagement and Retention

According to our survey, just 30% of consumers follow all recommended security practices, suggesting most people feel overwhelmed by privacy risks. Private Data Removal provides visible, tangible outcomes. When customers see “158 removals completed,” they understand exactly what you’re doing for them.* This ongoing engagement keeps customers active in your platform and reduces churn.

Further, Private Data Removal creates regular touchpoints through:

• Quarterly re-scans and exposure notifications

• Removal completion updates

• Ongoing status reports

*The actual number of exposures and removals per customer will depend on the real number of exposures detected and removals completed.

Natural Upsell Pathway

Considering using Private Data Removal as an upsell opportunity? Once customers see how much data is exposed, they understand the value of automated removal – creating a natural upsell opportunity to premium tiers.

Competitive Differentiation

80% of consumers say they would use identity protection tools integrated into apps they already use, yet most organizations aren’t delivering this – and most consumers don’t even know data removal services exist. Early movers who integrate Private Data Removal will:

• Stand out in crowded markets with proactive protection capabilities

• Create a new consumer expectation that positions them as privacy leaders

• Educate customers about a critical vulnerability while simultaneously solving it

Revenue Expansion with Existing Customers

Private Data Removal complements any existing identity protection offering, creating opportunities to:

• Upgrade customers from basic monitoring to comprehensive protection

• Bundle services for a higher average revenue per user (ARPU)

• Cross-sell related services like dark web monitoring, home title monitoring, and fraud resolution

Door-Opener for New Markets

Data removal is one of the most sought-after identity protection offerings, but it has not previously been widely available through integrated platforms. This creates opportunities to:

• Engage prospects who specifically need this capability

• Re-activate dormant leads in your pipeline

• Penetrate new market segments (real estate, financial services, insurance) where customers are particularly vulnerable during life transitions

How Can My Organization Offer Private Data Removal?

Iris supports two delivery models to match your business needs and maximize revenue potential:

API/SDK Integration

Integrate Private Data Removal directly into your apps or digital platforms using Iris’ award-winning APIs or SDKs. This approach:

• Strengthens engagement with your primary product through regular removal notifications and updates

• Provides seamless, natively branded experiences that feel like a natural extension of your brand’s platform

• Adds high-value utility that supports long-term retention and justifies premium pricing

• Leverages Iris’ integration expertise – we’ve done the complex legwork for you, reducing your time-to-market

Ready-to-Launch Web Portal

Offer identity protection as a value-added supplement using the Iris OnWatch^® Portal with minimal technical lift. This approach:

• Enhances customer loyalty quickly and efficiently without significant development investment

• Improves competitive parity with larger players who offer comprehensive protection

• Elevates the perceived value of your core offering, supporting premium positioning

• Creates immediate revenue opportunities with turnkey solutions ready to launch

Both experience options allow you to bundle Private Data Removal with related Iris solutions and live services, including dark web monitoring, home title monitoring, social media monitoring, identity theft resolution, and more – maximizing ARPU and creating comprehensive protection packages that command higher price points.

Why Choose Iris Over Going Directly to a Specialized Provider?

Faster time-to-revenue: We’ve completed the integration and data mapping legwork, providing your technical team with a clearly defined path rather than starting from scratch. This means you can launch faster and start generating revenue sooner.

Bundling for a higher ARPU: The Iris platform uses a consistent API structure, making it easier and more secure to combine Private Data Removal with related services that standalone providers may not offer. Bundle more services, command a higher fee, and increase customer lifetime value.

Live professional services drive retention: Our selection of live assistance services includes award-winning, 24,7 U.S.-based identity fraud resolution, ScamAssist^®, personal cyber protection, and more. According to our ICC survey, just 5% of identity theft victims had experts to turn to for resolution. Further, 52% of fraud victims described their stress level as significant or the most stress they’ve ever felt. Having live support differentiates your offering and creates customer loyalty that drives long-term revenue and value.

Proven B2B2C expertise: Operating since 2004 as one of the first identity theft resolution providers in the U.S., we’ve built a library of distinct solutions on our platform. We know how to streamline complex services for B2B2C white-label delivery, helping you avoid costly mistakes and implementation delays.

Competitive pricing maximizes margins: Iris may be more price-competitive than going directly to specialized providers, allowing you to maintain healthy margins while offering competitive customer pricing.

What’s the Revenue Opportunity?

The numbers tell a compelling story:

Market size: With the average person having 3,000+ pieces of exposed data and nearly all American adults having records on data broker sites, the total addressable market is massive and largely untapped.

Customers’ willingness to pay: 66% of consumers are willing to pay for comprehensive identity protection, with younger generations (your future customer base) even more willing at 72%.

Integration advantage: 80% say they would use integrated identity protection tools, but most organizations aren’t delivering them yet. Early movers can define the category and capture significant market share.

Currently low penetration: Only 18% of consumers have no access to identity or cyber protection, suggesting there’s room to upgrade and upsell existing customers with basic services who lack comprehensive protection.

Massive untapped market: Only 6% of U.S. adults actively remove their data, leaving 94% exposed and in-market to organizations willing to step in and deliver real value.

Recurring revenue model: Quarterly scans and ongoing monitoring create natural subscription models with predictable, recurring revenue – a dream come true for sustainable business growth.

What’s Next?

Private Data Removal represents a critical evolution in identity protection – moving from purely reactive monitoring to proactive prevention. Your customers are increasingly aware; they’re concerned about their privacy (even if they don’t know about data brokers specifically), and our research shows they’re willing to pay for comprehensive protection.

The business case is clear:

• Untapped market: 3,000+ pieces of exposed data per person creates massive demand

• Revenue potential: 66% are willing to pay for comprehensive solutions

• Competitive advantage: Be among the first to solve a problem customers don’t yet know they have – and position your brand as a privacy innovator

• Multiple revenue streams: Tiered pricing, upsell opportunities, bundling, and cross-sell potential

Early movers will set the standard, capture market share, and build customer loyalty before competitors can catch up.

Ready to explore the revenue opportunity Private Data Removal can create for your organization? Download our whitepaper or request to speak with our team to discuss how we can help you turn customer privacy concerns into profitable, sustainable growth.

Contact us today to start generating more revenue with in-demand identity protection and data privacy solutions.

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