1. A non-transitory computer-readable medium storing computer-executable instructions that when executed by a computer cause the computer to perform a method, the method comprising: managing a relational database that stores records in compliance with record retention rules, where the relational database includes a table organized with rows and columns, where respective rows in the table store respective records, where the managing comprises: adding a virtual column to the table that stores the records in the relational database; providing an interface to select and designate a record stored in the table as a managed record; in response to a record in the table being designated as a managed record, generating a unique identifier and storing the unique identifier in the virtual column in the row that stores the managed record, where access to data in the row is controlled at least in part by a retention rule that is mapped to the unique identifier; where a first managed record stored in a first row is subject to a pre-defined life cycle specified by one or more retention rules mapped to a first unique identifier stored in the first row and further where a second managed record stored in a second row includes data that is subject to a different pre-defined life cycle specified by one or more retention rules mapped to a second unique identifier stored in the second row; and in response to receiving a request to modify or delete a record in the table, identifying a retention rule mapped to the unique identifier in the virtual column of the row.