1. A system comprising: a consumer device comprising: a body; and personalized data embedded into a primary account number, associated with the body, wherein the primary account number includes a type-length-value element; and a server computer comprising a processor and a computer readable medium, the computer readable medium comprising instructions for: receiving an authorization request message that contains the primary account number with the embedded personalized data and the type-length-value element; determining, using the type-length-value element, what data is included in the personalized data; and comparing the data against at least one security element for authentication; wherein the type-length-value element includes a type field wherein the type field is a value denoting a data type.