MyLife

The core of MyLife's service is the aggregation of personal information from public records and other sources to automatically generate a "MyLife Public Page" for individuals across the United States. These profiles can include details such as age, addresses, phone numbers, email addresses, employment history, education, photos, and relatives. A key feature is the "Reputation Score," a numerical rating from 0 to 5 calculated using factors like criminal and court records, online reviews, and other public data. This score is intended to provide a quick assessment of an individual's background to enhance safety and trust for users of online marketplaces and for general informational purposes. For individual users, the platform offers services to monitor their online presence, receive alerts when new information appears, and manage their public profile to control how they are perceived online.

MyLife's business model is centered on a freemium structure. It provides free "teaser" background reports that often allude to potentially negative information, such as criminal or sex offender records, to encourage users to purchase a subscription for full access. Revenue is generated through these automatically renewing subscriptions, which are required to view detailed reports, correct inaccuracies, or use tools to improve one's Reputation Score. This business practice has led to significant legal challenges. The company has faced multiple lawsuits, including a 2020 action by the Department of Justice and the Federal Trade Commission (FTC). The lawsuit alleged that MyLife used deceptive marketing by falsely implying individuals had criminal records to drive subscription sales, in violation of the FTC Act, and failed to comply with the Fair Credit Reporting Act (FCRA) and the Restore Online Shoppers' Confidence Act (ROSCA). In 2021, a court found MyLife liable and the company, along with CEO Jeffrey Tinsley, agreed to a settlement that included paying millions in consumer redress and a permanent ban on using deceptive negative-option billing.