Your personal data is constantly being collected and sold to companies by data brokers and advertising platforms, without your knowledge. Initially, location data was the focus, followed by health data and driving habits. From loan rates to insurance premiums, this data now influences all aspects of pricing. The Federal Trade Commission has been monitoring data usage for advertising, but the Consumer Financial Protection Bureau is broadening its scope to include financial institutions’ use of consumer data to create new business models. Financial institutions are turning consumer data into a valuable asset and using it to structure pricing models, advertising networks, and retail partnerships. With surveillance pricing, what you pay is no longer solely determined by supply and demand, but also by who you are. Surveillance pricing could lead to companies identifying addictive behaviors through data and raising prices on items individuals are more likely to buy impulsively. Data collection methods often go unnoticed by consumers, hidden in user agreements or acquired without consent. Without robust data protection measures, these practices could become so widespread that their impact on consumer wallets goes unnoticed until it is too late. To move forward, consumers must have control over their data, including the ability to access, correct, delete, or opt out of data collection entirely. Failure to establish these protections may result in unexpectedly high costs associated with using digital services. The question remains: will consumers demand more control over their data and transparency from companies, or will the convenience of digital commerce come at a steep price?