Data brokers and people-search sites, explained

If you've ever searched your own name online, you may have found websites listing your address, phone number, age, and relatives. These are typically people-search sites, part of a broader data-broker industry.

What data brokers are

Data brokers are companies that collect personal information, combine it into profiles, and sell or publish it. People-search sites are the consumer-facing part of this industry: anyone can look up a name and see a profile.

Where the information comes from

Profiles are usually assembled from sources such as:

• Public records (property records, court records, voter files where permitted)
• Commercial data (marketing lists, purchase histories, subscriptions)
• Information people post publicly online
• Other data brokers

Because many sources are combined, profiles can contain outdated or mixed-up information.

Why it matters

Exposed personal information can be used for unwanted contact, harassment, identity fraud, and convincing phishing or pretexting — where a scammer uses details about you to sound legitimate.

How opt-outs generally work

Many people-search sites offer a way to request removal of your listing. The process differs by site, but often involves:

1. Finding your specific listing (or listings — there may be several).
2. Submitting a request through a form, sometimes with email or phone verification.
3. Waiting for the site to process the request.
4. Checking back later, because information can reappear when sites refresh their data.

Some states have also passed privacy laws that give residents additional rights regarding their personal data. What applies to you depends on where you live.

Realistic expectations

• No one can remove your information from everywhere. There are many sites, and policies vary.
• Removal isn't always permanent. Re-checking periodically is part of the process.
• Be cautious with services that ask for more data than they need. A removal service shouldn't require excessive personal information, and it should never act without your authorization.

Simple steps you can take now

• Search your name, city, and phone number to see what appears.
• Use each site's official opt-out process — only on the site's own domain.
• Limit what you share publicly on social media.
• Use unique passwords and MFA, so exposed information is less useful to attackers.

We're developing JN CORE Privacy, a planned service to help with this process with your authorization at every step. Join the waitlist for launch updates.