Incogni Review 2024: 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.

Mary James, Author

Kalleigh Lane, Author

Catherine McNally, Editor

Last updated Oct 10, 2024

We receive compensation from the products and services mentioned in this story, but the opinions are the author's own. Compensation may impact where offers appear. We have not included all available products or offers. Learn more about how we make money and our editorial policies.

4.1

Editorial Rating

On Incogni's website

Privacy Protection

Incogni

50% discount on annual plan

Limits public access to your information and protects your data from theft
Sends removal requests on your behalf
Tracks and repeats removal requests if needed
Not able to submit custom requests

Overview

Incogni is a great digital privacy service that helps keep you safe online. It's an easy way to reduce the amount of your data online, which reduces the chance you'll become a target for identity theft, scammers, and spammers.

We hands-on tested Surfshark's Incogni feature to see if the data removal service did what it claimed — send recurring removal requests to over 170 data brokers so they stop sharing your personal information.

Overall, we were pleased with the results, though there could be some additional options, like submitting personalized data removal requests and more of a human touch. But since this can come as part of the Surfshark One+ bundle, we thought it was a nice addition to the overall cybersecurity valued offered.

Here's how Incogni stood up against our testing and full review.

Pros

Low maintenance
Well-organized information
Fast response and removal

Cons

No custom reports
No extra features like email masking

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

Incogni review at a glance

Price	$7.49–$14.98/mo
Money-back guarantee	Yes — 30 days
# of people covered	1-4
# of site removals	179
Recurring removals	Yes
Custom removal requests	No
Privacy reports	Yes
Supported countries	United States, Canada, UK, Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, EU
Extras	No, unless you get it as part of the Surfshark One+ plan
Details	Get Incogni

How we test and rate data removal services

To review data removal services, we sign up for the service anywhere from a week to a month in advance. This allows it time to gather our data, scrub it from the data broker and people search sites, and send us reports on its process.

With so many data broker websites, you’ll want to make sure the one you choose sends requests to a lot of them, as well as follows up and searches for more.

Once we've spent some time with the service, we calculate our editorial rating by taking into account key features, prices, security measures, and other criteria.

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

4.1

Editorial Rating

On Incogni's website

Privacy Protection

Incogni

50% discount on annual plan

Limits public access to your information and protects your data from theft
Sends removal requests on your behalf
Tracks and repeats removal requests if needed
Not able to submit custom requests

Our experience using Incogni

Our experience testing Incogni was super laid back and easy. All we had to do was sign a form, provide some basic details, then sit back and relax. After that, the service did all the heavy lifting for us, and we could periodically check in on the dashboard if we got curious.

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.

After we signed the form, we just had to confirm the information that Incogni would go looking for. This was fairly straight-forward, and only required our full name, email address, and address. You can also add your birthday and up to three emails and home addresses to track.

Incogni personal information request form

Upon activating our account, Incogni’s service quickly requested to remove our data from 39 sites that include personal information. Upon refreshing the page, we were able to see that some of these requests were already completed.

We came back to Incogni about two weeks later to see how it was progressing. We were happy to see that 30 sites had removed our data, with 11 additional sites still in progress. To top it off, 15 sites were in "suppression" stage, which means they agreed to not only delete our data now, but never track it again in the future. Incogni estimates it saved us over 22 hours.

If you like to see the nitty-gritty details, Incogni provides the full list of websites its contacted as well as its current status in the "Detailed view" tab.

Here, you can check on the specific status of each site Incogni is sending requests to, including when the service plans to send the next followup request. Incogni sends recurring requests every 90 days unless the site suppresses your information permanently, so you know you're covered for as long as your subscription is active.

Other than check out the status of your requests and update your personal information, there's not much else for you to do on your dashboard. Everything is automated and there's no extra features like submitting custom requests or new scans you can initiate.

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 it was well organized and did what it promised.

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.

Incogni prices and subscriptions

There are only two pricing options: annual at $7.49/mo (billed annually) or monthly at $14.98/mo. There are no service levels — everyone who signs up for the service receives the exact same thing. That said, you can opt for the Friends & Family plan if you want to cover up to four people in one plan. These plans are $16.49/mo (billed annually) and $32.98/mo.

When it comes to paid data removal services, this price range is very similar to what you'll get with competitors. For example, DeleteMe ranges from a very similar $8.71–$27.42/mo.

But 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 VPN, antivirus, and more. This is a unique option that not many other data removals have.

Plan	Individual	Friends & Family	Surfshark One+
Annual plan	$7.49/mo (billed annually)	$16.49/mo (billed annually)	$5.99/mo (billed annually)
Monthly plan	$14.98/mo	$32.98/mo	$20.65/mo
Max # people covered	1	4	1
Extra features			VPN, antivirus, and more
Details	View plan	View plan	View plan

Incogni offers a 30-day money-back guarantee on its services.

Incogni security features

Incogni completely delivers on the data removal front, sending out removal requests on your behalf to over 170 data brokers and following up every 90 days.

But other than that, there's no other bells and whistles to get excited about — which may be perfectly fine. This product does exactly what it says it does.

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 prevailing privacy laws. 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 persuasive and authoritative. It 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: 170+

Incogni sends out data removal requests in your name to over 170 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.

Recurring and custom removals

Incogni follows up with every data removal request they make after 90 days, even if the request is successful. 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.

Unfortunately, you're not able to submit custom removals at this time. This would be helpful if you find a specific site that lists your information that you'd like taken down but isn't on Incogni's current list.

Bonus features

If you buy Incogni as a standalone product, there are no real bonus features to play with. The service does exactly what it promises to and not much else.

But if you're looking for a bit more shine, you can opt for a Surfshark One+ bundle, which can be handy if you're in need of a cybersecurity suite. It includes the following:

Surfshark VPN
CleanWeb ad and tracker blocker
24/7 antivirus protection with Surfshark Antivirus
Private search engine
Email masking
Data breach alerts

Full Suite of Cybersecurity Tools on Unlimited Devices

4.8

Editorial Rating

On Surfshark One's website

All-In-One

Surfshark One

Starting at $2.49/mo + 4 months extra

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 doesn’t have a bad privacy policy. Yes, it shares your data, but that’s with the services it works with to provide you its services: “We do not sell your personal information. For example, we share it with our partners who help us deliver our Service.”

There’s even 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.

Surfshark Incogni customer support

Support is more of a help-yourself situation with Incogni. There’s a vast library of questions you can search, as well as commonly asked questions listed out for you.

Incogni offers mostly self-help customer service and guides.

If you do need additional assistance, there’s a submission form on the website that generates email support. Even in the submission form, the service will try to redirect you to a help page so you don’t have to wait for a response.

There’s no space within your dashboard or portal to cancel your Incogni subscription. If you want to do that, you will have to reach out to support@incogni.com, and they'll get back to you in 24 hours. The site also mentions that you can cancel at any time.

If you do need additional assistance, there’s a submission form on the Incogni website that generates email support.

Top alternatives

While Incogni offers a comprehensive approach toward personal data removal, it's prudent to explore other avenues that may resonate more with your individual preferences or requirements.

There are several alternative data removal services, each with unique features that might cater to different needs. Below are some of the notable alternatives to Incogni:


Starting price	From $10.75/mo (billed annually)	From $8.33/mo (billed annually)	From $9.00/mo (billed annually)
Max # of people covered	4	1	5
Data broker opt-out
# of site removals	750+	50+	30+
Privacy reports
Real-time alerts
Learn more	Get DeleteMe	Get HelloPrivacy	Get Aura

Incogni review FAQs

Is Incogni worth it?

In our opinion, Incogni is worth using. If you are wondering whether you should pay for an annual plan, it's worth considering that Incogni sends out recurring requests to ensure data brokers comply and remove your data. And it also sends out requests to any new data broker sites that open up.

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.

How long does it take for Incogni to work?

Legally most data sites have to delete your information within 30 to 45 days of receiving your request. However, not all sites will follow the law and Incogni then gets to work following up to make sure it’s done. Unfortunately, there’s no 100% guarantee that your data will be removed in a timely manner.

Who owns Incogni?

Incogni is owned by Surfshark.

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 other noteworthy services, such as Surfshark's antivirus and alert services, enveloping users in a multi-layered cloak of digital security. The comprehensive nature of the Surfshark One+ bundle at only $3.99/mo (billed every two years) makes it a worthy investment for those intent on fortifying their online presence against a myriad of cyber threats.

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.

How many data brokers does Incogni opt-out data from?

Incogni has 180+ different data brokers that it currently sends data deletion requests. This includes public and private data brokers that are both free search as well as paid sites. For example, Public Record Search is a free data search site that Incogni will contact to have your data removed.

How can I keep data brokers from getting my personal information?

Embracing privacy-focused tools and practices is imperative to prevent data brokers from accessing personal information. Here are some measures worth considering:

VPNs (virtual private networks): By masking your IP address and encrypting your online traffic, VPNs veil your online activities, making it arduous for data brokers to track and collect your data.
Data removal services: Services like Incogni delve into the trenches to root out and erase personal data from broker databases, significantly reducing your digital footprint.
Private search engines: Unlike mainstream search engines, private search engines like DuckDuckGo don’t track or store your search queries, which is a step forward in keeping your data away from prying eyes.
Password managers: With robust password managers, create and store complex passwords that are formidable barriers against unauthorized access to your accounts.

How do you know if Incogni works?

Apart from the green Completed tag beside each of the data brokers, you can go to the individual sites and search for yourself to be sure the data was removed.

Since Incogni marked the ASL Marketing site as completed, we went and searched there. There was, in fact, no data about us on the entire site. We consider this successful.

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 showed us quite clearly the continual work it put 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 brokers across the internet. This includes removing your data from Google and a slew of sites you haven’t heard of before.

Its algorithm-driven approach and diligent follow-up on data removal requests underscore its legitimacy and effectiveness. While the process might not be instant, the persistent endeavor of Incogni in navigating the convoluted world of data brokers to erase personal data is a testament to its commitment.

But 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:

4.1

Editorial Rating

On Incogni's website

Privacy Protection

Incogni

50% discount on annual plan

Limits public access to your information and protects your data from theft
Sends removal requests on your behalf
Tracks and repeats removal requests if needed
Not able to submit custom requests

Author Details

Mary James

About the Author

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

Kalleigh Lane is a passionate digital security advocate and the Lead 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.