[Edaily Reporter Lee So-Hyun ] Naver (NAVER(035420)) has laid the groundwork to link and utilize data—including search, shopping, reservations, maps, and AI conversation data—accumulated through its portal services with its financial subsidiary, Naver Financial. This is interpreted as a strategy to combine vast amounts of lifestyle data with financial services, subject to user consent, in order to promote personalized services and advance AI capabilities.

According to the IT industry on the 23rd, Naver announced revisions to its Privacy Policy on the 2nd and began implementing them on the 11th. The revisions newly specify the types of personal information that may be provided to Naver Financial and the purposes for which it may be used.

The purposes of use include providing personalized financial services, recommending asset management and lifestyle finance content, offering personalized UI/UX, recommending ads and benefits, data analysis and consulting, advancing AI technology and algorithms, and research and development of new financial products.

The information that can be provided includes Naver IDs, device and connection information, search and click history, order and reservation details, locations visited and reviews, public posts, AI search conversation history, and map usage information.

In particular, insurance services utilizing driving data from Naver Maps are drawing attention. Based on factors such as safe driving scores, mileage, and recent driving information, users will be able to compare insurance premiums and receive discount benefits. This effectively links the data accumulated through the map service directly to financial services.

Industry observers believe Naver is seeking to strengthen the competitiveness of its financial platform by combining data accumulated from its lifestyle platforms—including search, shopping, reservations, maps, and generative AI—with Naver Financial’s payment, insurance, and asset management services. Analysts predict that this will enable hyper-personalized financial services that reflect search intent, consumption patterns, and even mobility data.

This move aligns with Naver’s strategy to expand its financial business. Naver Financial plans to make Dunamu a wholly-owned subsidiary by the end of September, and is expected to broaden its business scope beyond payments, insurance, and asset management to include digital assets.

However, not all user information will be automatically provided. Under the Personal Information Protection Act, Naver and Naver Financial are separate legal entities, and the transfer of data constitutes “provision to a third party.” Accordingly, information can only be provided if the user goes through a separate consent process.

Industry observers believe that, with user consent, historically accumulated data—such as search, shopping, booking, and AI conversation records—could also be utilized. This is because the legal basis has been established to use not only data generated after consent is given but also data previously stored in Naver accounts for personalized financial services and AI analysis.

Naver explained that data usage will cease if a user withdraws consent or cancels their membership. A Naver spokesperson stated, “We announced the changes to our privacy policy to guarantee users’ right to self-determination regarding personal information and their right to know,” adding, “Relevant information was provided through our announcements and website.”