In an era of escalating cyber risk, the definition of “secure” is quietly being rewritten. As organizations invest millions into encryption, access controls, and breach response plans, a simpler and more radical idea is gaining momentum: the safest customer data is the data you never store.
That philosophy underpins Blings, a personalized video platform built on a Zero-Storage architecture. At a time when data breaches are becoming both larger and more frequent, the company’s approach reflects a growing realization across industries that prevention now matters more than containment.
A Year That Exposed the Cost of Stored Data
Even companies in highly regulated industries are not immune to the dangers of storing sensitive data. In 2025, SundaySky, a provider of personalized video experiences, suffered a cyberattack that exposed health plan member data affecting 37,000 individuals, according to reporting by HIPAA Journal. The breach forced the company into reactive mode, implementing “additional safeguards” only after sensitive information had already been exfiltrated. This is a stark reminder that containment often comes too late.
Other large-scale breaches highlight the broader stakes. Ticketmaster and parent company Live Nation disclosed an incident affecting up to 560 million customers, showing how centralized databases of personal information have become irresistible targets for attackers. Meanwhile, the Farmers Insurance breach, which impacted roughly one million policyholders through a third-party vendor, underscored the growing risk posed by external partners and the limits of perimeter-based security.
These incidents make it clear: once sensitive data is stored, the potential operational, financial, and reputational consequences can be massive and immediate.
Why Zero-Storage Changes the Risk Equation
Blings approaches the problem from a different starting point. Instead of collecting and retaining personally identifiable information (PII), the platform processes data in real time to generate personalized video without allowing that data to persist.
There are no customer records sitting in databases, no historical files archived in the cloud, and no long-term repositories to protect. When the interaction ends, the data is gone.
From a security perspective, this eliminates what attackers are actually after. Cybercriminals target “honeypots” or large concentrations of valuable information that can be stolen, sold, or extorted. By removing stored data entirely, Zero-Storage architectures significantly reduce both incentive and exposure.
In contrast, many organizations affected by recent breaches now find themselves offering years of credit monitoring and identity protection services, absorbing reputational damage long after systems have been patched.
Vendor Risk in a Connected World
The Farmers Insurance breach also underscored another modern reality: even well-defended organizations can be compromised through partners and vendors.
Because Blings does not retain customer PII, the amount of sensitive data shared across systems and third parties is dramatically reduced. Fewer data handoffs mean fewer access points and fewer opportunities for attackers to exploit indirect connections.
As digital ecosystems grow more complex, minimizing data flow is increasingly viewed as a foundational security strategy rather than a limitation.
Trust, Verified by Design
Zero-Storage alone is not a substitute for operational rigor. Recognizing this, Blings completed an SOC 2 audit, an independent assessment conducted under standards established by the American Institute of Certified Public Accountants (AICPA).
The audit confirms that Blings’ security controls, internal processes, and governance practices meet stringent criteria, covering areas such as access management and monitoring, deployment workflows, and internal accountability.
Unlike organizations forced into audits and investigations after breaches occur, Blings proactively pursued a SOC 2, using third-party validation to demonstrate that its “store nothing” philosophy is backed by enterprise-grade execution.
When There’s Nothing to Steal
The lessons from Ticketmaster, Farmers Insurance, and SundaySky are difficult to ignore. Enhanced safeguards and stronger encryption can reduce risk, but they cannot eliminate the fundamental exposure created by storing sensitive data.
For organizations prioritizing long-term trust, the question is no longer how to protect stored data, but whether storing it is necessary at all.
When customer data doesn’t exist, breaches lose their leverage. And security becomes a matter of architecture, not damage control.