The conflict of data usability - how to push your data harder and reducing your cybersecurity risks. In the post-covid world where every customer is ever more precious - there is a clear need to offer products and services that are truly tuned to the individual and relevant to their engagement to you - from a simple upgrade to offering health checks. This means you need to know more about the customer, you need to build products that are purchased with just one click. This is working with personal and sensitive information. You don’t want to store more PII, quite the opposite. But you need access to it in order to tune into each and every customer.