diff --git a/src/lib/analytics.ts b/src/lib/analytics.ts
index 7fa740d..a83796d 100644
--- a/src/lib/analytics.ts
+++ b/src/lib/analytics.ts
@@ -14,6 +14,7 @@ export function initAnalytics() {
         "https://analytics.88oakapps.com",
       capture_pageview: true,
       capture_pageleave: true,
+      person_profiles: "never",
     });
     initialized = true;
   }
@@ -34,12 +35,6 @@ export function trackScreen(screenName: string) {
   }
 }
 
-export function identifyUser(userId: string, traits?: Record<string, unknown>) {
-  if (initialized) {
-    posthog.identify(userId, traits);
-  }
-}
-
 export function resetAnalytics() {
   if (initialized) {
     posthog.reset();
diff --git a/src/stores/auth.ts b/src/stores/auth.ts
index 5ea7d9c..60252e2 100644
--- a/src/stores/auth.ts
+++ b/src/stores/auth.ts
@@ -1,7 +1,7 @@
 import { create } from 'zustand';
 import * as authApi from '@/lib/api/auth';
 import { getQueryClient } from '@/lib/query/query-client';
-import { trackEvent, identifyUser, resetAnalytics, AnalyticsEvents } from '@/lib/analytics';
+import { trackEvent, resetAnalytics, AnalyticsEvents } from '@/lib/analytics';
 import type { UserResponse } from '@/lib/api/auth';
 
 interface AuthState {
@@ -33,10 +33,6 @@ export const useAuthStore = create<AuthState>()((set) => ({
     set({ isLoading: true, error: null });
     try {
       const response = await authApi.login(credentials);
-      identifyUser(String(response.user.id), {
-        email: response.user.email,
-        name: `${response.user.first_name} ${response.user.last_name}`.trim(),
-      });
       trackEvent(AnalyticsEvents.USER_SIGNED_IN, { method: 'email', platform: 'web' });
       set({ user: response.user, isAuthenticated: true, isLoading: false });
       window.location.href = '/app';
@@ -87,10 +83,6 @@ export const useAuthStore = create<AuthState>()((set) => ({
     set({ isLoading: true, error: null });
     try {
       const user = await authApi.getCurrentUser();
-      identifyUser(String(user.id), {
-        email: user.email,
-        name: `${user.first_name} ${user.last_name}`.trim(),
-      });
       set({ user, isAuthenticated: true, isLoading: false });
     } catch {
       set({ user: null, isAuthenticated: false, isLoading: false });