The Personal Data Store (PDS) is an encrypted database dedicated to one specific user. The PDS holds the personal data of a user and is hosted in a secure data center in the EU or in Switzerland. Every user protects his or her PDS with a strong and secure password. No third party can ever read or access the data without that password, not even BitsaboutMe.
You can find some examples of how you can gain interesting insights from your data stored in the PDS here.