In the most advanced version, an infomediary will sell an individual's information to other companies, keeping a percentage and forwarding the rest to the consumer.

Consumers will be unlikely to bargain with vendors on their own, however. The authors anticipate that companies they call infomediaries will broker information to businesses on consumers' behalf. In essence, infomediaries will be the catalyst for people to start demanding value in exchange for information about themselves. And most other companies will need to rethink how they obtain information and what they do with it if they want to find new customers and serve them better.

They help to personalize service, manage service quality, and promote relationships with consumers. Increasingly, we see ‘infomediaries’ displacing less efficient, information-intensive intermediaries.