Techniques for mitigating the transitive data problem using a secure asset manager are provided. These techniques include generating a secure asset manager compliant application by tagging source code for the application with a data tag to indicate that a data element associated with the source code is a sensitive data element, accessing a policy file comprising transitive rules associated with the sensitive data element, and generating one or more object files for the application from the source code. These techniques also include storing a sensitive data element in a secure memory region managed by a secure asset manager, and managing the sensitive data element according to a policy associated with the sensitive data element by an application from which the sensitive data element originates, the policy defining transitive rules associated with the sensitive data element.