Systems and methods described herein are directed to persona management within a user's single and unified online identity, including defining a plurality of personas for a single identity, the single identity comprising a plurality of personal attributes, associating each of the defined personas with at least one of the plurality of personal attributes, separating the plurality of personas associated with the single identity based on the at least one of the plurality of personal attributes, selecting one of the personas to use in an online interaction with an online application, and controlling access of the online application to the associated at least one of the personal attributes, based on whether the selected one of the plurality of personas corresponds to the online application.