Arity and Tapestri Drive2Earn Partnership to Revolutionize Data Sharing

A strategic partnership between Arity, a leading data and analytics company, and Tapestri, an app that rewards users for sharing their data, has the potential to transform the way millions of drivers perceive and harness the value of their own location data. Together, the two firms are launching Drive2Earn, a new feature available in the Tapestri mobile app that will pay users for sharing their location data.

The Drive2Earn feature is powered by Arity, which was founded by Allstate in 2016. Arity has made a name for itself in the mobility industry by using location data and technology to help partners in the insurance, sharing economy, and marketing industries make data-based decisions.

Users who sign up for Drive2Earn will get access to a suite of tools from Arity, including a fuel efficiency tool that generates personalized driving insights demonstrating how to improve fuel consumption by analyzing individualized driving behaviors, like hard braking and speeding. Drivers will also be assigned an Arity driving score based on their personal driving habits. 

The same data used to generate scores could also be used by insurance carriers to come up with personalized insurance quotes based on driving behavior. A better driver could — at least in theory — save money on insurance by using the Drive2Earn app. 

That concept may seem risky to some drivers, but Arity’s Director of Product Management Chuck Fuller believes the true benefits of a feature like Drive2Earn go beyond personalized insurance quotes and potential cost savings for consumers. With a better understanding of driver behavior and how people move from point A to point B, Fuller says Arity is making the entire driving experience safer, as well.

“With the world’s largest driving dataset tied to insurance claims collected through mobile devices, in-car devices, and vehicles themselves, Arity derives unique insights that help understand and predict driving behavior at scale, so that brands and marketers can help create better experiences for everyone on the road,” he says.

To use the new feature, drivers will first need to download Tapestri’s rewards app. Through the app, users can get compensated for shopping at certain stores and agreeing to share their data. With Drive2Earn enabled, users can also earn money for driving, in addition to personalized feedback and special offers based on their behaviors.

“We share an important vision with Tapestri, which makes this partnership a natural fit,” Fuller says. “We’re both striving toward a future where data is first, permissioned and second, used to benefit the person who’s sharing it.”

What happens to the driving data once it’s collected? As Fuller explains it, behavioral data indicating when, where, and how users move will eventually be given to Arity’s partner brands, where it will be used to help marketers more effectively reach consumers through their online and offline efforts.

“In addition to targeting the right people at the right time, brands that combine Arity’s mobility data with location-targeted advertising have the opportunity to predict who will pass by their storefronts and when — so they can deliver ads or offers before those consumers even get into their cars,” Fuller says.

Drive2Earn is the first step in what could eventually become a very lucrative field for mobility analytics firms and the brands they choose to partner with. If the feature is successful, it will demonstrate the incredible opportunity that exists to provide consumers with opportunities to earn rewards in exchange for sharing their location data.

“Marketers gain access to new audiences and ways to reach new prospects through better segmentation,” Fuller says. “Imagine a weather app flagging flooded road conditions on a commonly used route, or a family safety app showing a car insurance ad with a custom discount based on your excellent driving record — all enabling more informed and efficient transportation.”