Keep your real name for the people who need it. Give everyone else your persona.
A persona is a complete second identity: a name with its own email, phone number, cards and a staffed street address. Use it to shop, sign up, book and take deliveries.
Request an invitationThree orders
Your info is everywhere
Watch what happens when you make a few online orders.
Jordan Ellis 52
- Address
- 14 Linden Lane, Atherton CA
- jordan.ellis@gmail.com
- Phone
- (650) 555-0187
- Card
- Visa ending 0921
- Buys
- Children’s clothing, wine, menswear 3 stores
Estimated
HomeownerChildren under 10Income $250k+Drinks wineJordan Ellis, 52Ana Rivera
Atherton, CaliforniaPortland, Oregon
- Address
- 14 Linden LaneHarbor Goods LLC, Ste A7K2Q
- Phone
- (650) 555-0187(503) 555-0142
- jordan.ellis@gmail.comana@harborgoods.co
- Relatives
- Sarah Ellis, Max Ellis (8)None found
You buy a raincoat
Little Fern needs your name, home address, card, email and phone number.
Six companies keep a copy
The shop is built on Shopify. Stripe takes the payment, UPS delivers, Klaviyo sends the receipt, Meta hears about the sale and Signifyd checks that you aren’t a fraudster.
Then wine, and a shirt
Two more shops on different software ask for the same details. After three orders, eighteen companies have a record of you.
The records find each other
Data brokers buy order data and match it on your email and phone number. They build a full profile of you and your family.
Anyone can buy the result
People-search sites sell the profile for $1.99, with a map to your front door.
Unless the orders were Ana’s
Place the same orders as a Persona and nobody gets led back to you.
Questions
- Who uses this?
- People who care about privacy for themselves and their families — especially public figures and executives. A family office or assistant can run personas on someone’s behalf.
- Can my family have personas?
- Yes. Each person gets their own name, number and cards, and they can share one street address or get their own. In fact, each person can have multiple personas.
- Is it legal?
- In the US you can generally go by a name other than your legal one, as writers and businesses always have, provided you don’t use it to mislead someone entitled to know who you are. That’s why we verify members and keep personas away from anything that needs your legal name.
- Who knows it’s me?
- We do, and so does the bank that issues your cards. The law requires both of us to know, and we’ll only disclose it when the law requires that too. Shops, couriers, brokers and public records see the persona and the company.
- Isn’t this what email aliases do?
- Aliases hide your email from one website at a time, usually on a shared domain, and recycled phone numbers come with someone else’s history. A persona is meant to last for years, and it has an address where real parcels arrive.
- What if Personas closes?
- Your numbers and domains are yours, and can move to another provider whenever you like.
Membership
Request an invitation
We’re setting up the first members ourselves. It starts with a short call about what you want kept private, and your personas are ready about two weeks later.
Received.
We’ll write to you within a few days.