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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 420+ automated removals and unlimited custom removals on its Unlimited tier. Incogni has been audited by firm Deloitte, so it has third-party assurance of its data removal coverage and commitment to user privacy.
You can also buy Incogni with a Surfshark One+ subscription, which comes with antivirus protection, a top-rated VPN, and lots of safe browsing tools. Aura's base data removal plan includes identity and online account monitoring, as well as antivirus protection, a user-friendly VPN, and a secure password manager for up to 10 devices.
So while Aura offers a modest 140+ automated removals, it's 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.
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Our Pick |
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| Star rating | ||
| Price | $7.99/mo (billed annually) | $7.00/mo (billed annually) |
| # of site removals | 420+ | 140+ |
| 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: VPN, antivirus, password manager, identity theft insurance, identity theft remediation, sensitive files vault, and more |
| Learn more | Get Incogni | Get Aura |
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.
Incogni is an impressive data removal service that can tackle up to 420+ data brokers and people search sites. Compared to Aura's 140+ covered sites, it's 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. Unlike competitors, Incogni doesn't make you wait 30 days to start submitting custom removal requests.
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.
Although Incogni has a higher starting price than other data removal services like DeleteMe and Optery, all 420+ data brokers are included with every plan. DeleteMe and Optery require a higher subscription price to unlock their full potential.
Can be bundled with Surfshark One+ for a comprehensive security suite
Data removal is just one of many features that Aura provides. It used to cover only about 30 data broker removals, but now it covers up to 140+ removals.
Aura provides a suite that includes identity theft protection, antivirus software, a password manager, and other important security features.
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Aura isn’t without its drawbacks, though. The password manager’s ability to automatically change weak passwords and save updated ones doesn’t work for every website. And Aura plans can be confusing because they vary depending on the service you select. So while you can easily bundle parental controls with the ID theft packages, such family add-ons aren't visible through the standalone data removal plans.
Aura. Although Incogni offers more as a straightforward data removal service, Aura includes advanced online security software with its cheapest plan, in addition to 140+ automatic removals.
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Our Pick
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| Price range | $7.99–$31.98/mo | $7.00–$20.00/mo |
| Best value plan | Unlimited for $14.99/mo (billed annually) | Ultimate for $9.00/mo (billed annually) |
| Family plan | Yes — from $15.99/mo (billed annually) | Yes, with Aura Identity Theft plans, 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 for 420+ data brokers. It can remove multiple of your exposed email addresses, physical addresses, and phone numbers.
The Unlimited tier 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 identity theft protection service that offers data removal through its spam call and junk mail removal features. Although the data removal services don't currently offer custom removal requests, Aura is continuously updating its offerings to include more data broker and people search sites, as well as advanced security features.
Aura offers a free trial and a 60-day money-back guarantee. For more information on Aura Family plans that include parental controls and child social security monitoring, check out our Aura identity theft review.
Incogni is a more comprehensive data removal service, with more site removals covered and unlimited custom removals.
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Our Pick |
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| Free scan | ||
| Automated data removal | ||
| Manual data removal | ||
| # of site removals | 420+ | 140+ |
| How often is data rechecked? | Every two months for public data brokers, quarterly for private data brokers | 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: VPN, antivirus, password manager, identity theft insurance, identity theft remediation, sensitive files vault, and more |
| Learn more | Get Incogni | Get Aura |
It's challenging 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 140+ data broker and people search sites.
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Incogni scans over twice the number of data brokers and people-search sites. 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.
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Incogni will send recurring removals every 60 days to public data brokers and every 90 days to private data brokers. Plus, Incogni's Unlimited tier includes unlimited custom removals, which covers 1,000+ additional 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.
On the other hand, all Aura subscriptions include identity theft protection, credit monitoring, and identity restoration services, along with its data removal services. Aura continues to expand its data removal coverage as well, jumping from 30 to 140+ sites covered.
There are two new features for Aura data removal as well. Google Search Info Cleanup helps remove your personal information from Google, while Digital Account Cleanup scans your email inbox for unused or inactive accounts.
Incogni takes the win here. Deloitte confirmed that Incogni doesn't sell its customers' personal data and it only collects personal information to provide you with its services.
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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 isn't shared unless legally required, and it is never sold.
Incogni backed up these claims after being audited by Deloitte. It released an assurance report confirming that Incogni has no affiliation with data brokers and does not sell its customers' personal data, among other things.
Aura also shares data to ensure services are working correctly and to collaborate 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 offers 24/7 chat support, but does not provide 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. After inputting 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 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.
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Aura’s antivirus software was good, but the VPN lacked all the robust features of higher-quality VPNs.
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 420+ 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.
Incogni is one of the best data removal services, but DeleteMe and Optery are good options as well. If you're looking for identity theft protection, insurance, and remediation, as well as other security features like antivirus and a password manager, then Aura is worth considering.
Incogni is our pick for the #1 best data removal service. All plans include coverage for up to 420+ data brokers 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 420+ automated removals, and its higher-tier plan includes unlimited custom removals.
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Our Pick |
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| Value | ||
| Features | ||
| Security | ||
| User experience | ||
| Learn more | Get Incogni | Get Aura |
But if your primary concern is online identity protection, 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.
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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