Personal Info stores that personal information, that when the time comes, it's always at a bad time and people can never quite remember what they need to know.
Many people only ever have to deal with funeral arrangements once or maybe twice in their life, and always wish that they had information to hand that they never realised they would need.
Hence, Purple Alert Card asks you for your information ready to be passed when the time comes.

Personal information is encrypted with your own personal encryption key that you choose, and that is stored offline at the Purple Alert Card headquarters where it can only be accessed by the confidential advisors when the time arises. All data is protected under data protection and you determine when and in what circumstances that can be released.