Privacy Police

Dashlane Emerges From Private Beta, Wants To Be Your Personal Data Assistant

Just don't lose your password.
 Dashlane Emerges From Private Beta, Wants To Be Your Personal Data Assistant

Ms. Perdomo (via meetup.com)

Password management app Dashlane is now ready for prime time, emerging from an invite-only beta phase preceded by super-secret stealth mode. And they’d like to pitch you on a solution for your no-good, very bad password practices.

When Betabeat last spoke to Dashlane back in September, the Paris-born startup had just done a $5 million round led by FirstMark Capital and Rho Ventures, and they’d relocated to Silicon Alley. But mum was the word on just how they planned to address the problem of online identity management.

Now they’ve emerged with a “personal data assistant,” a solution that aims to hit the sweet spot between massive convenience of a single password with the desire to avoid a complete online identity disaster. The Dashlane app stores sensitive data from account credentials to credit card numbers behind one master password. It can then do things like auto-fill signup forms and, more importantly, generate stronger passwords.

No one–not even Dashlane–can access a user’s master password, which is what makes it so secure. But there’s a major downside for the forgetful: If you lose your password, it’s tough shit for you, because there’s no recovery process. You’ll have to start all over again.

Reached for comment via email, Dashlane director of marketing Daniela Perdomo spoke at length about the company’s commitment to this hands-off approach to customer data:

The traditional Silicon Valley personal data model asks users to give them all their personal data so they can make the Internet better for them. What we’re saying is quite different. We tell our users, keep your data. We’ll just help you organize it and use it, but you stay in complete control of it. Indeed, we can’t even access your personal data! We built our technology this way and we’re proud of it. We’re committed to proving that this is not only a sound moral practice, but a sustainable business strategy as well.

Later, arguing that this principle is one of Dashlane’s competitive advantages, she was even more pointed: “We truly believe that the way that most tech companies currently approach their users’ personal data is wrong and unsustainable.”

Now that the app is out there, Dashlane hopes to iterate quickly, with a new version every three weeks. They’ve also got iOS and Android apps in the works for “very soon.”

 

Follow Kelly Faircloth on Twitter or via RSS. kfaircloth@observer.com