Let’s talk about the latest major privacy case in Texas—the one fueling law firm blog scare-stories and dramatic headlines: Texas v. Allstate Ins. Co. & Arity, LLC (Drivewise). 

Yes, it’s one of the first under the Texas Data Privacy and Security Act. Yes, it targets big-name data practices. But no, if you’re a founder building a smart, scrappy tech company, this isn’t your moment to panic.

This is your moment to listen.

Because Texas just handed you a gift: a front-row seat to how the state plans to enforce its privacy law. A practical blueprint for what not to do—and, by contrast, what to build into your product from day one.

And look, we get it. We’re Texans. Literally.

Unified Law is headquartered in Texas. Our team spans the country and the globe—California, Oregon, Missouri, Florida, England, Portugal, and last (but never least), the Philippines. But we bleed Texan. In fact, there’s a scandalous rumor has it there’s a Davy Crockett branch in my family tree (better than the milkman, I guess).

And yes, we’ve heard that in Norway, calling something “Texas” is slang for “totally wild.” Honestly? Fair enough. We’re a little bold. More than a little unpredictable. And proudly independent. But that’s kind of the point. We don’t just follow the rules—we help write the playbook.

What the Drivewise Case Actually Says (And Why Founders Should Be Listening)

According to the complaint filed by the Texas Attorney General, Allstate launched a website in 2018 called Drivewise to promote its telematics-based safe driving program. While the site offered resources and tools that appeared helpful to consumers, the AG alleges that the real function was far more invasive.

The website embedded tracking tools that collected highly specific data from users—device identifiers, location information, and behavioral data—all without the user’s informed consent. This data was allegedly transmitted to Arity, a wholly owned subsidiary of Allstate that specializes in data analytics and monetization. Arity then used this information to create consumer profiles, which were packaged and sold to advertisers and third-party data brokers.

The allegations go further. The complaint states:

• The Drivewise site did not disclose that this data collection was taking place.

• Users were not given a clear or meaningful opportunity to opt out of this tracking.

• The company’s public privacy policy did not reflect what was actually happening—creating a gap between what users were told and what was going on behind the scenes.

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In short, Allstate is accused of creating a user experience that appeared benign and useful, using it to harvest sensitive personal data without adequate notice or consent, and then profiting from that data.

This wasn’t about a data breach. It was about product and design choices—exactly the kind startups make every day. 

That’s why this case is such a powerful reminder that the way you collect and handle data matters—not just legally but strategically.

Clean Data = Better Exits

Investors want to know that your data is safe, clean, and well-managed, that your consent is real, and that your practices are built to scale.

If they discover privacy shortcuts during diligence, it’s not just embarrassing—it’s costly. But if you’ve built with intention? You’ve just added leverage to the deal.

And that’s where the ALAMO comes in.

Remember the ALAMO: A Privacy Blueprint for Founders

If you’re a founder looking at this case and wondering what to do next, take a breath. You’re not too late.

In fact, if you’re still building—or even just scaling—you’re right on time.

Texas just gave you a roadmap. It’s not buried in legalese. It’s right there in the allegations:

• Don’t collect data you can’t account for.

• Don’t write policies you don’t live by.

• Don’t treat consent like a checkbox.

The Drivewise case isn’t just about Allstate’s alleged missteps. It’s about how easy it is to drift into gray areas when growth, speed, and data are driving the product roadmap.

That’s where founders have the advantage. You’re nimble. You can build with intentionality. You can avoid the bloat—and the blind spots.

And that’s where our favorite Texan battle cry comes in.

When in doubt, just Remember the ALAMO.

 In the spirit of Texas grit and Alamo resolve, here’s how to defend your data frontier:

A – Awareness
Know what data you’re collecting, where it’s going, and who has access to it.
This is your map of the battlefield. Don’t go in blind.

✅ Map your data flows. Audit your tools. Know where your cannons are pointed.

L – Limit Sharing
Keep your data lean and strategic. Only share with vendors when truly necessary. The more data you send out, the more you must defend.

✅ Review each integration and track what's leaving your system.
Data maps and flowcharts? Essential. And the more granular the better. 

A – Ask
Consent isn’t optional. Ask clearly—and ask honestly.
This isn’t a checkbox. It’s a handshake. And in Texas, we take those seriously.

✅ Use plain-language opt-ins. Make it easy for users to understand and update their preferences.

M – Monitor
Set quarterly privacy reviews. Your tech evolves—so should your safeguards.

✅ Don’t wait until diligence to clean up your stack.
Proactive beats panic every time.

O – Omit
If you don’t need it, don’t collect it.
More firepower won’t help if you’re aiming at the wrong thing. Accuracy wins the war.

✅ Practice data minimization. Omit sensitive or non-essential fields.
Your exit strategy will thank you.

And please, for the love of Tom Cruise, Oprah Winfrey, and the ghost of Davy Crockett, bring legal in before the troops have you surrounded—so we can help set the strategy, not just defend the mission.

Now, Texas Might Be Wild—But It’s Not Totally Unhinged

While Texas may have a reputation for being bold (and okay, maybe a little wild), it’s not completely unhinged when it comes to privacy enforcement.

The Texas Data Privacy and Security Act gives companies a 30-day cure period before enforcement actions proceed. That means if the Attorney General believes you’ve violated the law, you’ll receive written notice and have 30 days to fix the problem.

But here’s the catch: if your product wasn’t built to pivot, 30 days might not help much. You’ll need to cure the violation and
- Notify impacted consumers (if contact info is available),
- Provide proof of your fix, and
- Change internal policies to avoid future violations.

That’s not just a quick patch—it’s a structural shift. And unless you’ve laid a strong foundation, you’ll be scrambling.

Final Word: Privacy Isn’t a Burden—It’s a Blueprint

The Texas case? It’s not a bogeyman. It’s a blueprint.

If you’re a founder, this is your chance to build smarter. To align your privacy practices with your product design. To send a clear message to your customers, your investors, and your future acquirer:

We didn’t wait for a lawsuit to get this right. We built for it.

And yes—we know how the Battle of the Alamo ended. But we’re not here for a history lesson. We’re here for the rally cry.

The Alamo became a symbol of resolve. Of courage under fire. Of a pivot that led to something greater.

So when we say Remember the ALAMO, we don’t mean reenact the fall—we mean rally to win the bigger fight.

Build like that. Think like that. Design your product so it can stand like that.

Why Unified Law?

At Unified Law, we’re not your typical lawyers. We’re in-house product counsel—the kind who sits in sprint planning, reviewing your architecture, and asking, “Have you thought about data flows?” long before the press release or lawsuit.

We help you build from the ground up. That’s where we’re strongest.

Sure, we can help clean up a privacy mess when it’s urgent—but we’d much rather be part of your team before the army’s already at the mission door and defeat feels imminent.

Building right is faster, cheaper, and way more fun than emergency response.

Don’t Just Comply. Compete.

You don’t need a war room. You need a partner who gets product, understands founders, and knows how to turn privacy into a competitive edge.

So if you’re building something big—and smart—let’s talk.

We’ll help you Remember the ALAMO!

And together, we’ll build something that lasts.