Incogni vs. Aura 2025: Robust Data Removal vs. Full Identity Theft Protection

Data removal services help you take control of your online footprint and reduce your data online.

Incogni doesn’t offer a lot of bells and whistles, but it is a solid, hands-off data removal service that’s easy to use. 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 a more robust, feature-rich identity theft protection that includes a data removal service. Since it offers more features in its base program than Incogni, it’s better for individuals or families who need complete identity theft protection and not just data removal.

Read on to see our side-by-side comparison, what we liked, and what we thought could be improved.

Incogni vs. Aura at a glance

Incogni is a user-friendly data removal service that removes your personal information from the internet without offering many additional features. It’s very much a set-and-forget kind of service that doesn’t require a lot of interaction.

Alternatively, Aura offers individuals and families a long list of cybersecurity features. It includes real-time antivirus protection, identity and credit monitoring, identity theft insurance, a password manager, an ad blocker for web protection, a basic VPN, and data removal services. Aura’s family plans include parental controls, Safe Gaming, and cyberbullying alerts as well as other useful security tools.

• Incogni: Best for data removal
• Aura: Best for additional security features

Incogni vs. Aura

		Our Pick
Star rating	4.5 AllAboutCookies writers and editors score products based on a number of objective features as well as our expert editorial assessment. Our partners do not influence how we rate products.	4.9 AllAboutCookies writers and editors score products based on a number of objective features as well as our expert editorial assessment. Our partners do not influence how we rate products.
Price	$7.49/mo (billed annually)	$9.00/mo (billed annually)
# of site removals	210+	30+
Privacy reports
Recurring removals
Custom removal requests
Encryption		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, identity theft insurance, and more	Included with Aura plans: Identity theft insurance, identity theft remediation, password manager, antivirus, data removal, parental controls, ad blocker, basic VPN
Learn more	Get Incogni Read Our Incogni Review	Get Aura Read Our Aura Review

Incogni pros and cons

Incogni is a minimalistic service without a lot of bells and whistles when it’s purchased on its own. It can be bundled into 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.

The Incogni plans don’t offer much outside of data removal, although it’s nice that you can purchase a couples plan, which includes you and a significant other. We like how well-organized the service is and how fast the removals were. But during testing, we 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.

Overall, our experiences with Incogni were mixed. When the service works, it’s efficient and budget-friendly. When it’s glitching, it’s difficult to get support.

Aura pros and cons

Aura is much more than a data removal service. It’s a full cybersecurity 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.

During testing, we found Aura to be a powerhouse of features that’s perfect for families. It’s also convenient for individuals or couples who want complete coverage without the heavy lifting. Once you set up the service, Aura takes it from there. Aura’s AI technology continuously monitors your identity and credit and communicates changes with real-time alerts and weekly reports.

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.

Even still, our experiences with Aura have been positive overall. It’s effective, does what it promises, and offers decent support.

Which data removal service is the better value?

Aura is the better value because you get more features, a free trial, and a longer money-back period to evaluate the service for yourself.

		Best Value
Price range	$7.49–$32.98/mo	$9.00–$30.00/mo
Best value plan	Surfshark One+ for $4.29/mo (billed every two years)	Family for $25.00/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 Read Our Incogni Review	Get Aura Read Our Aura Review

Incogni plans

Incogni, by itself, is a simple service without a lot of bells and whistles. When you pair Incogni with Surfshark One+, you get much more, but those looking for simple data removal might prefer the plans offered by Incogni alone.

• Individual: Provides data removal for one person, covering 210+ brokers.
• Friends & Family: Provides data removal for up to four people, covering 210+ brokers.

Incogni doesn’t offer a free trial but does have a full 30-day money-back guarantee. If you aren’t happy with the services, you can request a refund within those 30 days.

Aura plans

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, including data removal is part of its services. If you want more features to protect your identity, Aura includes those in its plans.

• Individual: Provides device security, identity theft protection, identity theft insurance, financial fraud assistance, white-glove fraud remediation, a privacy assistant, and a 1 GB vault for one.
• Couple: Includes everything in the Individual plan but doubles it to cover two people, including 2 GBs of vault storage.
• Family: Includes everything in the Individual plan and adds parental controls, Safe Gaming features, cyberbullying alerts for gaming, child SSN protection, and 5 GB of vault space for up to 5 people.

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.

Which data removal service has the better features?

Aura includes more features without having to buy an additional service. Family plans include even more.

		Best Features
Free scan
Automated data removal
Manual data removal
# of site removals	210	30+
How often is data rechecked?	Quarterly	Quarterly
Custom removal requests
Privacy reports
Real-time alerts
Social media account monitoring
Dark web monitoring
Extras	Bundled with Surfshark One+ plan: VPN, antivirus, identity theft insurance, and more	Included with Aura plans: Identity theft insurance, identity theft remediation, password manager, antivirus, data removal, parental controls, ad blocker, basic VPN
Learn more	Get Incogni Read Our Incogni Review	Get Aura Read Our Aura Review

Aura includes more features in its core software, while Incogni has almost no frills. If you’re looking for something to set and forget, Incogni fits that description. If you want more features, like identity theft insurance, antivirus protection, a password manager, and more, Aura has them. If you like what Incogni has to offer but want more features, you can always bundle Incogni into a Surfshark One+ subscription.

Incogni compensates for its lack of advanced features by scanning seven times the amount of data 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.

When deciding between these two services, it really depends on your security needs and which fits into your budget. We love Incogni’s simplicity as much as we love Aura’s robust security suite. As far as features go, Aura definitely has more.

Which data removal service is more secure?

Aura includes encryption with its services. Even though it collects and shares data, the policies aren’t egregious, and the added encryption makes us feel safer.

		Our Pick
Encryption	Unlisted	AES-256
Collects data	Minimal
Shares data with third parties	Minimal
Learn more	Get Incogni Read Our Incogni Review	Get Aura Read Our Aura Review

Incogni collects and shares minimal amounts of data, while Aura collects and shares more with its partners. (Basically, Aura shares data to make sure services are working correctly or with partners to offer you services. It does not sell your data, however.) Aura encrypts the data collected, but we couldn’t find information that Incogni does this at all. But we think that data encryption is much more important than data collection.

Which data removal service has the better user experience?

Aura includes more compatibility across various platforms, offers 24/7 customer support, and a variety of options for contacting support.

		Our Pick
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	Email, guides	Chat, phone, email, online guides
Learn more	Get Incogni Read Our Incogni Review	Get Aura Read Our Aura Review

We found Incogni easy to set up. Once we input all our information into the system, we left it for 2 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.

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.

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 offers few features 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.

FAQs

Incogni vs. Aura: Which is better?

Aura is the better value because of the number of services offered in all its plans. It includes more security features and a more expansive user experience.

		Our Pick
Value
Features
Security
User experience
Learn more	Get Incogni Read Our Incogni Review	Get Aura Read Our Aura Review

Incogni is a simple service that effectively removes your data from the internet. It requires little effort and continues to work without you needing to keep a constant eye on it. If you want additional security features, including parental controls and antivirus 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.

Top data removal service alternatives

We think DeleteMe is the best data removal service because it scans 750+ data broker sites, offers dark web monitoring, and users seem to have positive experiences with it. Based on our independent testing, Optery and HelloPrivacy are top alternatives, too.