One of the greatest targeted marketing tools and yet the deepest consumer tragedy is how comfortable we have become with receiving spam calls that we don’t even want to answer our phones anymore.

Have we become so comfortable with the lack of privacy? Or is there a massive educational gap that we need to fill to help consumers understand how misused their personal details can be?

Insurance, Immigration and banking industries typically digest tons of extremely personal data that has just simply been accepted due to the lack of options. PhonePe really drives home the point that we should be uncomfortable about how comfortable we are about giving our personal details.

A simple, yet effective way of conveying the importance of building relationships with brands where your privacy and trust are equally respected. The more companies think about building customer relationships through trust, the greater value they will be able to bring to the table.

Excited for what is next in a privacy first world. So that no one asks again – “What’s in a name? And what’s in a number?”