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The All About Cookies editorial team strives to provide accurate, in-depth information and reviews to help you, our reader, make online privacy decisions with confidence. Here's what you can expect from us:
Best Overall
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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
Best for ID Theft Protection
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Continuously monitors the dark web and scans data breaches for compromised data
Excellent identity theft protection service that includes a password manager and antivirus protection
Robust tools for children’s security
Incogni is a stronger data removal service than Aura. It offers up to 270+ and unlimited custom removals on its Unlimited tier.
We also like that Incogni can be purchased as a standalone service or bundled into a Surfshark One+ subscription for advanced security features, like antivirus protection, a top-rated VPN, and lots of safe browsing tools.
Aura is limited to 30+, but its a better option if you're seeking robust identity theft protection rather than a comprehensive data removal service.
Read on to see our side-by-side comparison, what we liked about Incogni and Aura, and what we thought could be improved.
 Our Pick |
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| Star rating | ||
| Price | $8.29/mo (billed annually) | $9.00/mo (billed annually) |
| # of site removals | 270+ | 30+ |
| Privacy reports | Yes — monthly | |
| Recurring removals | ||
| Custom removal requests | ||
| Encryption | AES-256-GCM | AES-256 |
| Supported countries | United States, Canada, U.K., Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, EU | United States, Canada, U.K., Germany, France |
| Extras | Bundled with Surfshark One+ plan: VPN, antivirus, and more | Included with Aura plans: Identity theft insurance, identity theft remediation, and more |
| Learn more | Get Incogni | Get Aura |
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 data removal testing methodology here.
Incogni is an impressive data removal service, which can tackle 270+ data broker and people search sites. Compared to Aura's 30+ removals, it's a lot more comprehensive.
Plus, the Unlimited tier allows you to request unlimited custom removals from other types of websites with the help of a privacy specialist.
You can also bundle Incogni with a larger Surfshark One+ plan, which will get you antivirus, a reputable VPN, and other features. but you don’t have to purchase that to get Incogni’s data removal services.
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We've previously encountered some issues with Incogni not activating and customer support not being helpful. We also found several issues when visiting the website, as sometimes the server couldn’t be reached.
Can be bundled with Surfshark One+ for a comprehensive security suite
Data removal is just one of many features that Aura provides. But Aura only covers up to 30+ removals.
Aura provides a suite that includes identity theft protection, antivirus software, a password manager, and other important security features. Family plan subscribers will also get parental controls, Safe Gaming, cyberbullying alerts, and identity protection for children.
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Aura isn’t without its kinks, though. The password manager’s ability to automatically change weak passwords and save updated ones doesn’t always work, which is inconvenient. And while we like the idea of having a secure VPN to use on our mobile devices, the basic VPN automatically toggles on and drains our batteries.
Incogni is the better value as a straightforward data removal service. Aura includes lots of features, but it's a limited data removal service.
Our Pick |
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| Price range | $8.29–$32.98/mo | $9.00–$30.00/mo |
| Best value plan | Surfshark One+ for $3.99/mo (billed every two years) | Individual for $9.00/mo (billed annually) |
| Family plan | Yes — from $16.49/mo (billed annually) | Yes — from $25.00/mo (billed annually) |
| Money-back guarantee | Yes — 30 days | Yes — 60 days |
| Learn more | Get Incogni | Get Aura |
Incogni Standard includes coverage across 270+. It can remove multiple of your exposed email addresses, physical addresses, and phone numbers.
The Unlimited plan adds unlimited custom removals with help from privacy specialists. Both plans are available for individuals or families, covering up to five people.
You can also pair Incogni with Surfshark One+ to get much more, but those looking for just data removal might prefer the plans offered by Incogni alone.
Incogni doesn’t offer a free trial but it does have a free exposure scanner. It also offers a full 30-day money-back guarantee. If you aren’t happy with the services, you can request a refund within those 30 days.
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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
Aura is a full-service product that offers a variety of services. Most of Aura’s features cover identity theft protection, insurance, and remediation.
Since Aura’s focus is on reducing identity theft, data removal is part of its services. Note that only a limited number of removals are included and there are no custom removals.
Aura offers a free trial and a 60-day money-back guarantee. This gives you plenty of time to evaluate if you think the service is a good fit for you.
Incogni is a more comprehensive data removal services, with more site removals covered and unlimited custom removals.
Our Pick |
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| Free scan | ||
| Automated data removal | ||
| Manual data removal | ||
| # of site removals | 270+ | 30+ |
| How often is data rechecked? | Quarterly | Quarterly |
| Custom removal requests | ||
| Privacy reports | Yes — monthly | |
| Real-time alerts | ||
| Social media account monitoring | ||
| Dark web monitoring | ||
| Extras | Bundled with Surfshark One+ plan: VPN, antivirus, and more | Included with Aura plans: Identity theft insurance, identity theft remediation, and more |
| Learn more | Get Incogni | Get Aura |
It's difficult to compare Incogni and Aura directly. Incogni, as a stand-alone service, is focused on data removal, while Aura is an identity theft protection suite. Aura's data removal services cover up to 30+ data broker and people search sites.
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Incogni scans seven times the amount of broker and people search sites as Aura. Since Incogni’s services are automated, you won’t have to worry about checking any of these sites yourself. Once you set it in motion, it’ll continue to work as long as you’re a subscriber.
Plus, Incogni's Unlimited plans include unlimited custom removals. With a privacy specialist, you can request your data be removed from other types of sites like legal resources, court records sites, educational forums, and more.
If you want more from your Incogni subscription, consider Surfshark One+. Along with Incogni, you'll get Surfshark VPN, Surfshark Antivirus, alternative IDs, and more for a comprehensive suite.
Incogni takes the win here, using strong encryption and collecting only minimal information to perform its services.
Our Pick
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| |
| Encryption | AES-256-GCM | AES-256 |
| Collects data | Minimal | |
| Shares data with third parties | Minimal | |
| Learn more | Get Incogni | Get Aura |
Incogni collects and shares minimal amounts of data. The data it shares is used to process data removal requests and provide you with its services. Your data also isn't shared unless legally required.
Aura also shares data to make sure services are working correctly or with partners to offer you services. However, Aura's privacy policy states it may use your information to promote co-branded offers with its partners.
Both Incogni and Aura use AES-256 encryption when storing your data, which is considered virtually impenetrable. Incogni uses AES-256-GCM specifically, which is faster than traditional AES-256.
Aura includes 24/7 phone support and mobile apps. Incogni also includes 24/7 chat support, but no phone support or mobile apps.
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Our Pick
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| Supported countries | United States, Canada, U.K., Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, EU | United States, Canada, U.K., Germany, France |
| Android | ||
| iOS | ||
| 24/7 customer support | ||
| Customer support options | Live chat, email, online guides | Live chat, phone, email, online guides |
| Learn more | Get Incogni | Get Aura |
We found Incogni easy to set up. Once we input all our information into the system, we left it for two weeks.
When we came back, 30 sites had already removed our data, 15 more had agreed to delete our data and never relist it, and 11 were still processing our removals. We didn’t have to do anything other than sign up.
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Aura took a little longer to set up, but there were many more features. We activated Aura’s credit, financial, and identity monitoring features, then downloaded the antivirus software and set up the data removal service. Parental control features and Safe Gaming features required extra downloads and a little more time, but that was to be expected.
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Aura’s antivirus software was good, but the VPN lacked all the robust features of higher-quality VPNs. In fact, it’s just a simple toggle on or off.
Incogni is focused on data removals but can be combined with Surfshark One+ for antivirus and an industry-leading VPN. Your choice of service will depend on your individual security needs.
Aura is a full identity protection suite that includes identity theft insurance and remediation, data removal services, an antivirus, and more.
Incogni is a stand-alone data removal service, that covers up to 270+ sites and unlimited custom removals on its higher tier plan.
Incogni can be bundled with Surfshark One+ to include more features like the ones you’ll see with Aura, but it’s not necessary for the service to work. Plus, an annual subscription with Aura is about double what you’d get for a 15-month Surfshark One+ subscription.
Incogni is one of the best data removal services. All plans include coverage for up to 270+ sites and 24/7 customer support. On higher tiers, you'll also receive unlimited custom removals.
If you're strictly looking for a data removal service, we recommend Incogni over Aura. Incogni covers up to 30+ automated removals and its higher tier plan includes unlimited custom removals.
Our Pick |
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| Value | ||
| Features | ||
| Security | ||
| User experience | ||
| Learn more | Get Incogni | Get Aura |
If you're not as focused on data removal services, Aura might be better for you. Aura offers a full security suite to protect your identity and devices in one convenient location.
Data removal helps protect you by reducing the likelihood of receiving spam and phishing emails. It can even help reduce scams and identity theft. The less information there is about you online, the fewer chances bad actors, hackers, and cybercriminals have to commit crimes that affect you. Protect yourself and your family today by taking control of your data.
If you're still on the hunt for the best data removal service, you can review the following alternatives:
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| Star rating | |||
| Starting price | From $8.60/mo (billed annually) | From $3.99/mo | From $8.33/mo (billed annually) |
| Max # of people covered | 4 | 1 | 1 |
| Data broker opt-out | |||
| # of data brokers automatically checked | 153+ | 640+ (with Expanded Reach) | 115+ |
| Privacy reports | |||
| Learn more | Get DeleteMe | Get Optery | Get HelloPrivacy |
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
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