I'm a founder in this space (Fulfilled - posted above). Here's the reality: You're right that incentives matter. But selling your data would be idiotic for us, same reason it would be for your bank in that trust is the entire business model.

If we want to monetize insights from aggregated data, we'd do it in-house and offer you better products. Example: Why sell your mortgage readiness data to some broker when we could source competitive mortgage offers and present them directly to you? Keep you in our ecosystem, add value to your experience, and build a revenue stream that doesn't destroy the core product.

The wealth space is crowded. Companies that burn user trust get exposed fast and die faster. The only sustainable path is treating your data like it belongs to you and not us. Any company here who doesn't get that is building on quicksand and I'd be very surprised to hear any of the larger players engaging in those practices but maybe I'm naive.

Either way, it's why we're a Fiduciary and that blankets the entire product suite.