And that's one of the areas where there's a lot of innovation happening right now... for example, the push to decentralize identity ensures that businesses don't need to keep any data that is considered personal data under GDPR while still having provable "credentials" (things like proof of age, degree, medical records etc) needed to be provided with certain services. I won't link any particular businesses in this area, but a quick search should show there's a lot... and the European Commission is one of the leaders in pushing this: https://ec.europa.eu/digital-building-blocks/wikis/display/E...