Incogni Review 2025: Hands-On Testing of a Top-Notch Data Removal Tool

We tested Incogni with our own data and found a simple, automated process that lets you set and forget that it’s working.

Incogni is a newer data removal service, but does it blow more established services out of the water? All Incogni plans cover 420+ data brokers and people search sites, and the Unlimited plans allow for an unlimited number of custom removals. Plus, it's the first data removal service to have its claims verified by Deloitte, a third party. 

During our most recent testing, all we had to do was submit our full name, address, and phone number, and Incogni sent close to 180 removal requests on our behalf. Over the course of our subscription, Incogni estimates we've saved over 215 hours that could've been spent submitting manual requests.  

If you're looking for impressive results and anonymity online, Incogni is a great option. Learn more about our experience testing Incogni and why we recommend its data removal services. 

Pros
  • Clean and detailed dashboard
  • Submits requests to be added to suppression lists 
  • Unlimited tier includes unlimited custom removals
Cons
  • Can be more expensive than DeleteMe, Optery, and Privacy Bee
In this article
At a glance
Our experience
Who is Incogni best for?
Prices and subscriptions
Features
Does Incogni keep your data safe?
Customer support
Alternatives
FAQs
Bottom line

At a glance

Price $7.99–$31.98/mo
Money-back guarantee Yes — 30 days
# of people covered 1 - 5
# of site removals 420+
Recurring removals Yes
Custom removal requests Yes
Privacy reports Yes
Supported countries United States, Canada, United Kingdom, Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, EU
Extras VPN, ad blocker, antivirus, and more (with Surfshark One+ plan)
Details Get Incogni

How we test and rate data removal services

We take testing data removal services seriously, using a consistent approach across 10+ services to give you reliable information to make the right choice.

We sign up for each service 1-4 weeks before our full review begins. This gives the service time to find our personal information across the web, contact data brokers to remove it, and show us how well their process actually works through real results and reports.

The best services reach out to hundreds of data broker and people search sites, not just a handful. We make sure services don't just send one removal and call it done. Instead, we look for companies that actively monitor these sites and follow up when your information pops back up (because it often does).

Our final ratings consider several key factors: how well the service works, whether it's worth the price, how they protect your information, and how easy it is to use. We also factor in customer support quality, since you'll want help if issues come up.

To learn more about how we test, check out our full data removal testing methodology here.

We last tested Incogni on July 3, 2025.

Take Control of Your Online Privacy
4.9
Editorial Rating
Learn More
On Incogni's website
Privacy Protection
Incogni
End of Summer Deal: Save 55% with code COOKIE
  • Get fewer spam calls, robocalls, and scam notifications
  • Hide your address, phone number, and email from the public
  • Lower exposure to cyberattacks and financial scams

Our experience

We had no complaints with Incogni this time around. The service has come a long way since it first launched, adding tons of data broker sites to its arsenal along with custom removals.

The first step to setting up your Incogni account is crucial: signing an authorization form. This legal foothold empowers Incogni to act on your behalf in communicating with data brokers, serving as your advocate in the quest for data privacy. Without it, you'd have to do all the reaching out yourself.

The form might sound a bit scary, but it's a very specialized safeguard rather than a surrender of control in this context. 

We've previously set up an Incogni account, so we just reactivated our subscription. When you first sign up, you'll have to submit your full name, email address, and address. You can also add your birthday and up to three emails and physical addresses to track.

Upon reactivating our account, Incogni submitted an impressive 130 removal requests. After a few days, that number increased to 178 with 141 requests having been completed.  

Incogni removal requests overview on main dashboard

To top it off, 41 sites were in "suppression" stage, which means they agreed to never track our data again in the future. And if you like to see the nitty-gritty details, Incogni provides two separate areas with insights: Data brokers and Requests. 

These pages show timelines for each request made by Incogni. From the Data brokers page, you can expand a data broker's entry to receive more details. You can also select "See all requests" to view every request sent to that particular broker.  

There's not much else for you to do on your dashboard but check the status of your requests and update your personal information. With the Unlimited plan, you can also submit as many custom removal requests as needed with help from its human specialists. 

Overall, Incogni felt easy-to-use, intuitive, and provided satisfying updates that made us feel like something was actually getting done. There may not be a lot of bells and whistles, but the dashboard was well-organized and reliably completed the requests.

Surfshark is the parent company of Incogni. If you want even more protection online, consider getting it with the Surfshark One+ subscription so you’re always browsing through encrypted channels with its VPN.

Who is Incogni best for?

  • Recommended for people who want a laid-back but detailed service to remove all their personal data online.

The whole point of data removal services is to take all the work out of keeping your data safe online. Incogni does exactly that and you never have to lift a finger again once your account is set up. This will be very attractive to most people who are interested in data removal.

But for those who also want to be in the know about what sites their data has been removed from and how things are progressing, Incogni provides a very satisfying dashboard that gives you all the data you want. You'll also receive monthly progress reports directly to your email. 

Incogni prices and subscriptions

Incogni ranges from $7.99–$31.98/mo. There are two different plan tiers, options to pay monthly or annually, and you can choose individual or family coverage.

The two Incogni plan tiers are Standard and Unlimited. Incogni Standard is the basic service, which primarily completes automated removals from 420+ broker sites. 

For data removal services for the whole family, Incogni's family plan covers up to five members. 

Plan StandardUnlimited
Annual plan $7.99/mo (billed annually) $14.99/mo (billed annually)
Monthly plan $15.98/mo
N/A
Data broker opt-out Automated Automated and human-assisted
# of site removals 420+ 420+
Custom removals Unlimited
Details View plan View plan

Incogni offers a 30-day money-back guarantee.

Incogni Unlimited includes unlimited custom removals and complex removals handled by privacy experts. This plan is only available as an annual subscription.  

When it comes to paid data removal services, Incogni appears more expensive than other service. Here are the starting prices for several competitors: 

  • Incogni: Starts at $7.99/mo (billed annually)
  • Optery: Starts at $3.99/mo
  • DeleteMe: Starts at $6.97/mo (billed every two years)
  • Privacy Bee: Starts at $8.00/mo (billed annually)

However, Incogni includes all 420+ data brokers with every plan. You'll only have to pay the higher price for unlimited custom removals. Services like Optery, which has the lowest starting price, offer more data brokers with higher tiers. 

Another option you have is to get Incogni as part of the Surfshark One+ subscription bundle. This plan ranges from $3.99/mo (billed every two years) to $20.65/mo and comes with much more features, such as a virtual private network (VPN), antivirus, ad blocker, and more. 

Incogni security features

Incogni completely delivers on the data removal front, sending out removal requests on your behalf to 420+ data brokers. It also sends follow ups every 60 to 90 days. 

With the Unlimited plans, you can also request an unlimited amount of custom removals. You can scrub your data from any site that exposes data profiles, which is great if you're seeking maximum online privacy. 

How does Incogni work?

Incogni pinpoints companies most likely to harbor your data by using its algorithm to scour the digital landscape, identifying potential data repositories with high accuracy. Once these companies are identified, Incogni steps into action, contacting them to initiate the opt-out process.

The backbone of Incogni's operation lies in its adept use of the following privacy laws (among others): 

  • In the realm of the European Union, the General Data Protection Regulation (GDPR) provides a solid legal footing for personal data removal. 
  • Across the Atlantic, the California Consumer Privacy Act (CCPA) serves a similar purpose in the United States. 
  • Meanwhile, Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) bolsters Incogni’s data removal endeavors in the Canadian domain.

By leveraging these legal frameworks, Incogni not only requests but necessitates the removal of personal data from broker databases, making the opt-out process both persuasive and effective. 

Incogni estimates that if you were to do this process yourself, it would take approximately 304 hours of your time just for the initial removal requests. Follow-up requests could be infinite.

Types of data removed

All you need to do is provide your name, email, and address and Incogni will use this to identify your personal information that's stored across the web.

The full bundle of your information may include any of the following:

  • Name
  • Birthday
  • Gender
  • Phone number
  • Addresses (both current and former)
  • Associated family members
  • Family members’ ages
  • Health information
  • Financial information, such as your bank or credit card company
  • Social Security number
  • Employment info
  • Education

Data broker and people-search sites covered

  • # of sites covered: 420+

Incogni sends out data removal requests in your name to 420+ data brokers, which include the following categories: 

  • Risk mitigation data: A variety of background, criminal, property, and other data that could potentially risk individuals or businesses.
  • Recruitment data: Personal information accessible by recruiters, which may include employment history, skills, and contacts.
  • People search data: Data available on about 66 people search sites, often including addresses, phone numbers, and other personal details.
  • Financial information: Financial data such as credit scores, loan information, or other financial standings.
  • Marketing data: Personal information like your browsing habits, past purchases, and interests used by marketing agencies to target individuals for advertising.
  • Health information: Personal health data may encompass medical history, insurance information, or other health-related details.

Just remember that this number can fluctuate often, as Incogni is constantly adding and removing sites on their mailing list. You can see which sites Incogni is currently covering here.

Reports

Incogni now sends monthly progress reports to your email. You'll find details on the total requests sent, completed requests, requests in progress, suppressed entries, and time saved. 

These progress reports also specify the number of requests made over the last four weeks. 

Incogni progress overview email

Recurring and custom removals

Incogni follows up with every data removal request they make after 60 to 90 days, even if the request is successful. Recurring removal requests are sent every 60 days to public data brokers and every 90 days to private data brokers. 

The only time Incogni will stop following up with a company is if they've marked your file as suppressed, which means the broker has agreed never to host your data on their site again.

Incogni details on status of AccuData removal status

If you want to submit custom removal requests, you should go for the Unlimited plan. As soon as you upgrade your plan to Unlimited, you can submit an unlimited amount of custom removal requests. 

These custom removal requests can cover sites outside of data brokers and people search sites, which would need to be manually removed from a privacy specialist. This includes business and company information sites, legal resources and some court record sites, and more. 

Bonus features 

As a standalone product, Incogni is focused on data removal services. But if you're looking for a bit more shine, you can opt for a Surfshark One+ bundle. 

This subscription can be handy if you're in need of a cybersecurity suite. It includes the following:

Full Suite of Cybersecurity Tools on Unlimited Devices
4.8
Editorial Rating
Learn More
On Surfshark One's website
All-In-One
Surfshark One
Save up to 86% + 3 extra months
  • Blocks ads and pop-ups, including cookie consent requests, while browsing
  • Can also browse ad-free without a digital footprint with the Surfshark Search engine
  • All-in-one app includes VPN, antivirus scans, alternative ID creation, malware protection, and more on unlimited devices

Does Incogni keep your data safe?

Incogni shares your personal information, but only to process a data removal request and provide you with its services. This includes customer support service providers, payment service providers, and storage and infrastructure providers.

However, Incogni doesn't sell your data for profit and it's not affiliated with any data brokers. We also like that there's a line in the privacy policy about all data being completely deleted within 12 months of stopping service or when you request it (and the company is legally required to delete it). 

Also, your data isn’t shared unless legally required: “Finally, we may also share your personal information to comply with applicable laws and regulations, to respond to a subpoena, search warrant or other lawful request for information we receive, or to otherwise protect our rights.”

Remember, when we’re talking about the legality of sharing data, it’s likely this won’t affect the average person. In fact, the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are two U.S. laws intended to protect your information.

Incogni obtained a third-party assurance report from Deloitte that was published in August 2025.[1] Deloitte verified the following Incogni claims:

  • Incogni provides removals for 420+ brokers
  • Incogni obtains confirmation from all 420+ brokers
  • Incogni sends removal requests every 60 days for public data brokers and every 90 days for private data brokers
  • Incogni doesn't sell your data
  • Incogni has zero affiliation with data brokers

Databases containing Incogni's user data are protected with AES-256-GCM encryption, which is considered virtually impenetrable. Plus, you can also secure your account with an authenticator app for two-factor authentication.

Incogni two-factor authentication settings

Incogni customer support

Incogni has expansive customer support for a wide range of preferences. To communicate with a human, you can take advantage of 24/7 live chat, email support (support@incogni.com), and even social media through sites like X and Instagram.

Incogni also has a knowledge base with articles on getting started, how Incogni works, subscriptions and billing and more.  

You can cancel your subscription directly in your portal, which saves you an interaction with customer support. 

Top alternatives

While Incogni offers a comprehensive approach toward personal data removal, there are several alternative data removal services, each with unique features that might cater to different needs. Here's how Incogni compares:


Incogni

Aura

DeleteMe
Starting price From $7.99/mo (billed annually) From $9.00/mo (billed annually) From $8.60/mo (billed annually)
Max # of people covered 5 5 4
# of data brokers automatically checked 420+ 130 153+
Automatic data broker opt-out
Custom removals
Real-time alerts
Privacy reports
Learn more Get Incogni Get Aura Get DeleteMe

Incogni FAQs

Is Incogni worth it?

Yes, Incogni is worth using. Incogni sends out recurring requests to ensure data brokers comply and saves you hours of time from having to do this yourself. With the Unlimited plan, you can submit unlimited custom removal requests to other sites that collect your data, not just data brokers and people search sites. 

Keeping your personal info off the internet is an excellent first step toward protecting yourself from identity theft, scammers, and even spammers. And Incogni fully automates the entire process so you don't have to worry about it.

Does Surfshark come with Incogni?

You can get Surfshark with Incogni if you opt for the Surfshark One+ bundle. This bundle combines the privacy-centric VPN service of Surfshark with the data-erasing prowess of Incogni, creating a robust shield against online privacy infringements.

Additionally, this bundle includes Surfshark's antivirus and alert services. 

Does Incogni stop spam emails?

Incogni stops spam emails by eradicating sensitive information, including email addresses, from data broker databases. The scourge of spam emails often has roots in personal data floating around in the digital abyss.

Incogni effectively chokes off the source, leading to a noticeable reduction in spam emails. It's a domino effect — once your email address is scrubbed off from these data brokers, the torrent of spam emails trickles down to a more manageable flow, bringing you closer to a spam-free inbox.

What countries is Incogni available in?

According to the website, Incogni is available to residents of the following:

  • The U.S.
  • Canada
  • The U.K.
  • Isle of Man
  • Switzerland
  • Norway
  • Iceland
  • Liechtenstein
  • European Union member countries

Bottom line: Is Incogni data removal legit?

Yes, Incogni is a legitimate data removal service that clearly showed us the hours of work it puts into keeping our data online. We would recommend it to anyone who wants a set-it-and-forget-it approach to keeping more of your data off the internet as possible.

Incogni isn’t a fancy or frilly data removal service. It really only has one purpose, and that’s to hunt down and remove your data from 420+ brokers across the internet. And with unlimited custom removals, you can remove your data from sites outside of Incogni's data broker database.

Its algorithm-driven approach and diligent follow-up on data removal requests underscore its legitimacy and effectiveness. Incogni sends removal requests every 60 to 90 days, as verified by Deloitte. 

If you’re looking for additional features, you may want to opt for the full-service Surfshark One+ bundle instead of settling for Incogni as a standalone product.

If you're interested in more in-depth comparisons, here's how Incogni compares to some of the best data removal services around:

Take Control of Your Online Privacy
4.9
Editorial Rating
Learn More
On Incogni's website
Privacy Protection
Incogni
End of Summer Deal: Save 55% with code COOKIE
  • Get fewer spam calls, robocalls, and scam notifications
  • Hide your address, phone number, and email from the public
  • Lower exposure to cyberattacks and financial scams
Author Details
Mary is a seasoned cybersecurity writer with over seven years of experience. With a B.S. in Liberal Arts from Clarion University and an M.F.A. in Creative Writing from Point Park University, she educates audiences on scams, antivirus software, and more. Her passion lies in educating audiences on helpful ways to protect their data.
Kalleigh Lane is a passionate digital security advocate and the Managing Editor at All About Cookies. After completing her Master of Arts in English Literature, Kalleigh has gained over 5 years of editing and writing experience in the fields of cybersecurity, tech, and finance. She has been featured in major media outlets such as The Globe and Mail and CTV News, emerging as an advocate for digital security.

Citations

[1] Setting a new standard: Deloitte independently provided limited assurance on Incogni’s data removal practices