I haven't really looked at what this start up is offering, but I want to point out that you can delete your user history, disable personalized advertising and disable tracking by Google by going to myactivity.google.com. I would encourage everyone who cares about this issue to do that. The only disadvantage that I have seen is that the maps app does not autocomplete past queries anymore. I would also recommend you install browser plugins that prevent tracking by other companies.

A point I also wanted to make is that contrary to popular opinion Google's business model is not build on collecting user data. Google actually makes most of it's money on search ads. These don't really require a lot of information about the user since advertisers are advertising to a specific query.

Disclaimer: I work at Google. Opinions are my own and not that of my employer.

Another disadvantage is that turning off "web and app activity" prevents useful features of Android Wear from functioning, e.g. setting reminders or receiving commute time notifications.

If it weren't for smartwatches I'd still be using Android with all account activity settings turned off (or "paused"), but instead I am reluctantly using an Apple Watch (and therefore an iPhone, unfortunately) and searching with DDG.

By the way, I'd happily pay for software with the ease of use and functionality of Google's location history browser if I could host it on my own server and keep all that location data to myself.