India is already data rich; it’s high time we make data drive economic prosperity. Like money, data can only be useful when exchanged for something of value. Perfios AA offers citizens a regulated, secure, and consent-based way to manage their data held in various institutions. Over the next year or so, we will test the hypothesis that people are willing to share their data for their own benefit, but have been hitherto hesitant because they’re worried who will use their data, and for what purpose. The AA framework, as a means to operationalize the Personal Data Privacy Bill, gives people the confidence that their data are secure, and will only be used with their consent. Our bet is that AA will do to data what UPI did to payments.