Systems and techniques for a device controls system are described herein. In an example, a device control system for managing access to personal account data is adapted to receive, from a user device, a set of personalized transaction rules for an account of a user. Each personalized transaction rule may indicate a set of transactional parameters for permitting transactions with a service. The system may be further adapted to receive a transaction request from the service. The transaction request may include contextual data related to the transaction request. The system may be further adapted to determine that the contextual data meets the respective transactional parameters of a personalized transaction rule of the set of personalized transaction rules. The system may be further adapted to transmit, to the service, an indication of permission for the transaction request.