A method and apparatus for managing and accomplishing on-line transactions while preserving the privacy of user information. User information is stored at a trusted Web site. A user logs on to a transacting Web site with a user device and requests a transaction from the transacting Web site. The user is verified through the trusted Web site using an anonymous identifier corresponding to the user information and the transaction is accomplished between the user device and the transacting Web site using the anonymous identifier without transferring the user information to the transacting Web site.