As technology has become ubiquitous in learning contexts, there has been an explosion in the amount of learning data. This creates opportunities to draw on the decades of learner modelling research from Artificial Intelligence in Education and more recent research on Personal Informatics. We use these bodies of research to introduce a conceptual model for a Personal User Model for Life‐long, Life‐wide Learners (PUMLs). … Our core contribution is a way to think about the design and evaluation of learning data and applications so that they give learner control and agency beyond simple data access and algorithmic transparency. This was an invited paper for the 50th Anniversary of BJET