At The Whuffie Bank we believe that in order to become a credible source for online reputation, you must be independent and have no commercial intentions with such information. We are dealing with a very sensible aspect of the human experience and that is how we are perceived in the public arena. So we want first of all to be credible on the data we process and transparent with the way we do it. Reputation information shouldn’t be owned by anyone and should be public. That’s the spirit of our philosophy.