Data sharing is often framed in terms of risks rather than benefits. But the rapidly expanding landscape of entities generating data relevant to health, which includes retailers, data aggregators, and platforms, offers new ways to collect and generate insights about individual health. Aggregated datasets, coupled with technologies like AI, present opportunities for greater personalization in care and research. Accessing and combining different types of data about the same person offers an opportunity to learn relevant insights about individuals as well as new opportunities to make earlier diagnosis or explore options for alternative consumer or medical products. How can we safely use individuals’ consumer and health-related data in a way that ensures benefit to both individuals and the broader healthcare system?