The Personal Data Store (PDS) is a database with user level encryption. The PDS holds the personal data of one specific 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. This provides maximum security but if the password is lost, the data cannot be recovered.
You can find some examples of how you can gain interesting insights from your data stored in the PDS here.