Dive Brief:

• A new, free app called viaProtect from the mobile security company viaForensics provides easy-to-understand readings of a smartphone’s activities and connections, rating the phone’s security risk from low to high.

• viaForensics was founded just five years ago but already has prominent clients like Shazam, mobile payment company Paydiant, and, it says, four of the five largest financial institutions in the country.

• The app is available for iOS and Android phones.

Dive Insight:

The explosion of advancements in mobile technology is enabling retailers to increase customers interaction and sales, but it’s also helping the consumer. This will be a godsend for people with a plethora of apps; the average smartphone has 33 installed, which can make for a leaky boat when it comes to the large amount of personal data stored on phones. With apps like this one and the privacy efforts of the Future of Privacy Forum, which recently released a new mobile opt-out platform for consumers at SmartStorePrivacy.org, the consumer is can be empowered right along with retailers.