Yorba’s service is like Mint for organizing your entire digital life

Spend enough time online, and you’ll collect a digital paper trail of accounts, logins, subscriptions, mailing lists, and passwords wrapped up in data breaches. A new startup was called yorba It can help you get better control over your ever-growing digital footprint with the launch of its multi-purpose tools to declutter your online life. From its web-based dashboard, you can organize, monitor, and manage your online accounts, unsubscribe from mailing lists, unsubscribe, review privacy policies, and more.

The end result, so to speak, is a mint for your entire online life.

The analogy to the old personal finance tracker is apt because, like Mint, Yorba doesn’t keep any of your data. Instead, it works by connecting to your online accounts, such as your Gmail, and soon other online services and cloud storage providers. Yorba scans your email using natural language processing and machine learning techniques to discover your digital “relationships” – that is, the accounts you have, the services you subscribe to and the mailing lists you are on. . You can also connect with financial institutions through plaid integrationAnd import accounts via CSV.

From your Yorba dashboard, you can see statistics about how you interact with your different accounts, and make decisions about what action to take – like resetting passwords found in a data breach, or responding to a weak privacy policy. Reasons include canceling accounts, unsubscribing from a mailing list that spams you, and much more.

“Our goal right now is to aggregate all these things and give insight, and then slowly be able to build tools that have direct action from Yorba,” explains co-founder and CEO Chris Zunestrom.

Zunestrom says he was inspired to work on the project after having difficulty concentrating due to email overload on multiple accounts.

“These emails are basically vulnerability points that can be breached,” he said. Zunestrom started using a password manager to keep his accounts under control, but found that it didn’t solve the problem.

,[Password managers] They’re good at aggregating inflammation, but they don’t help you reduce it,” he tells us. “We needed something that was almost like a Fitbit for digital relationships. We saw Yorba as a We see ourselves as relationship managers and trying to build better relationships between people and on the platforms they use,” Zunestrom says.

Some functionalities of Yorba may not be unique.

Tools already exist to opt out of mailing lists, such as uncontrolled.me or even gmail Unsubscribe built-in working capacity. services like rocket money (formerly Truebill) can manage and cancel subscriptions. But what makes Yorba different is that it is doing all these functions and more under one roof.

In addition to managing your mailing list and subscriptions, Yorba can also alert you about accounts linked to data breaches, offer a handy password manager, and help you find old accounts you no longer use. Let’s look at statistics on things like how often an account emails you and how often you actually open those emails.

It can also analyze a company’s privacy policy and provide a grade based on how invasive or unethical it is. (The latter is provided in partnership with the Amsterdam-based nonprofit, “terms of Service; Did not read.The organization is working to apply machine learning to read and grade privacy policies, which are ultimately checked by a human reviewer.)

Yorba was originally launched as a research project three years ago, before incorporating as a public benefit corporation and launching its private beta last year.

What makes Yorba attractive beyond its functionality is its ease of use. This is due to the fact that the team consists of people with UI/UX backgrounds, as the project is initially funded by Zunestrom’s design firm, Rucka. Instead of raising venture funds, Yorba is funded through Ruka’s “give-back model”. Essentially, this means that when Ruka signs a contract with a customer, a portion of that revenue goes into a fund that is distributed to other companies.

He says Zunestrom has since stepped away from New York-based Ruca to run Yorba full-time from Lisbon.

Yorba’s team also includes co-founder and CTO David Schmude and CDO Nolan Cabezay. Zennstrom originally connected with Schmude when trying to recruit him for an earlier political tech startup, Advocate.io. Although Schmude declined that job, his interest in data privacy led him to join Yorba several years later. Meanwhile, Cabeje is from Ruka.

The company plans to expand its reach with new services and features in the coming months. It is considering integration with other services like Dropbox, Google Drive, Proton Drive and others. Additionally, it has partnered with Tim Berners-Lee SolidSo anyone can bring their data into Yorba at any time – but Yorba only acts as an organizing layer, without storing the data itself.

Later this spring, Yorba will also launch a feature related to data rights protocol Efforts to standardize consumers’ data rights requests, such as account deletion. This new feature will be something like this just remove me The service, which guides consumers on how to delete their accounts on approximately 1,500 sites and services. However, Yorba will support 10,000 sites in directly deleting your account.

Additionally, the company aims to add features that will allow you to update your mailing address with companies when you move and your credit card information when you receive a new card.

Since launching in public beta last month, Yorba has more than 1,000 users, 160 of which are premium subscribers. The Premium plan is $6 per month, billed annually, and offers proactive data breach monitoring, subscription management, and an unlimited number of actions for managing your online accounts.

“It’s basically priced just to make it so we can make enough money to be self-sustaining, so we don’t need investors,” Zunestrom says.

is yorba free to use However, for basic functionality like account scanning.