The data that Arity receives contains precise location data when a trip in a moving vehicle has been detected, according to a former Arity employee who spoke with The Markup on the condition that we not use their name, as they are still employed in the data industry.īecause it turns out moving fast and breaking things broke some super important things. It made an additional $6 million through its deal with Arity, a “mobility data and analytics” firm owned by Allstate, which is disclosed as a data partner in Life360’s privacy policy.Īrity’s code, which is embedded in the app, enables “driving event history and crash detection” features.
In 2020, location data sales made up nearly 20 percent of Life360’s revenue, netting the company $16 million, according to its financial records.
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“We’re essentially replacing a very large number of partners with a single partner with the exception of Arity, which is going to continue on the driver side,” Hulls said on the call. He did not share how much the deal with Placer.ai was worth. In a call with investors on Wednesday, Hulls said that the transition from selling to about a dozen location data partners to just Placer.ai and Arity should not affect the company’s revenue. Hulls and Life360 did not respond to The Markup’s requests for comment. The deal with Placer.ai does not include data from the companies Tile and Jiobit, both of which Life360 announced acquisitions of last year. Hulls did not elaborate on what those risks were. He said that selling aggregate location data would mean “reducing business risk” for the company. “Life360 recognises that aggregated data analytics (for example, 150 people drove by the supermarket) is the wave of the future and that businesses will increasingly place a premium on data insights that do not rely on device-level or other individual user-level identifiers,” Hulls said in the announcement. Life360’s report described the arrangement as a “new data partnership” that “significantly advances privacy initiatives.” The app, which boasts more than 35 million users worldwide, will still be selling location data to the firm Placer.ai but in aggregate rather than raw, precise form, Hulls said. The app is a major source of raw location data for a multibillion-dollar industry that buys, packages, and sells people’s movements Decem08:00 ET The Popular Family Safety App Life360 Is Selling Precise Location Data on Its Tens of Millions of Users
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