Abstract: The present disclosure relates to systems, methods and apparatus for helping keep a user's personally identifiable information private, and to mitigate the efforts of third party vendors from compiling and reselling said data. According to some embodiments, a suite of privacy tools are disclosed that can be downloaded and installed as a browser plugin. The browser plugin can detect when the user has navigated to a page that requires the user to input personal information, such as a login name, login password, email address, phone number, or credit card number. At the user's request, the browser plugin can communicate with a masked information server to generate and provide masked information that corresponds to but is different from the user's actual personal information. Masked emails, phone numbers and credit cards can be disabled in the future.