A profiling service may determine, local to a device, user profile attributes associated with a device user based on interaction of the device user with the device, based on device-local monitoring of device user interactions with the device, and may store the user profile attributes in a memory. The profiling service may be configured as an augmentation to a device operating system of the device. A profile exposure component may manage exposure of information associated with the user profile attributes to applications operating locally on the device, without exposure to the applications or to third parties of information determined as sensitive to the device user.