Achilles and the future of data economy

: building trust and financial viability for data protection and monetization

Abstract

This thesis explores the viability of Achilles, a privacy-tech startup that combines personal data protection with the option to monetize anonymized user data. While digital platforms profit immensely from personal information, most users remain unaware that their data has market value or that they could benefit from it directly. Achilles addresses this imbalance by offering privacy tools alongside monetization features, aiming to empower individuals in the data economy. To assess adoption potential, a mixed-methods approach was employed: a quantitative survey of 241 respondents (focused on the 174 under-30 segment), 40 qualitative interviews, and an A/B branding experiment were conducted. The study evaluates user willingness to monetize data, preferred compensation models, trust barriers, and effective branding and acquisition strategies. Results show that only 7.5% of young users would not install an app like Achilles. While trust remains a major barrier, referrals and transparent design significantly improve perceptions. Branding tests revealed that bold, modern design (Achilles) beats traditional, conservative branding (DataGuardian) even though it enhances trust. The findings suggest that Achilles can gain traction through referral marketing, trust-based partnerships, and educational content. With the right strategy, Achilles has the potential to transform users from passive data sources into active participants in the digital economy.

Date of Award	23 Jun 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)