Cloaked, a consumer-first privacy company that enables individuals to safely share personal data with people or companies based on their level of comfort, has announced $25M in Series A funding. The round was co-led by Lux Capital and Human Capital.

Founded by two brothers, Arjun and Abhijay Bhatnagar, Cloaked is changing the way people use their data and setting rules for how that information can be used- without changing every day behavior.