Is Incogni Worth It in 2025? What Our Testing Reveals

Incogni is a newer player in online privacy. It takes on the tedious task of contacting data brokers and requesting that they delete your personal details (such as your name, address, and phone number) so that your data can’t be sold or shared online for identity theft.

With plenty of premium data removal tools out there, the real question is whether Incogni stands out. Price is part of the equation, but so is trust.

In our testing, Incogni delivered results with little effort on our part. It reduced the time required to chase down brokers manually and provided us with a clear view of the process. We’ll walk you through when Incogni is worth it, and when you may want to consider another top data broker removal service.

When Incogni is worth it

From our testing, Incogni is most valuable in cases where people want to reduce exposure without spending hours chasing down data brokers.

• Incogni is worth it for individuals who want a set-and-forget solution, as Incogni handles the entire removal process once you sign up. All we had to do was provide our basic personal information, and Incogni began automatically sending removal requests.
• Incogni is worth it for those concerned about spam, scams, or identity theft because it removes personal information from hundreds of brokers and adds entries to suppression lists, ensuring that data doesn’t resurface.
• Incogni is worth it for families and households because the Family plan provides coverage for up to five members, each with their own personalized dashboard. This makes it easier to track multiple removals under one subscription.
• Incogni is worth it for users who value transparency and privacy. The dashboard is clean and helpful, breaking down which requests have been sent out, which have been completed, and which brokers have stopped collecting data.
• Incogni is worth it for professionals in sensitive roles, such as executives or social workers, since Incogni’s broader reach covers financial, health, recruitment, and risk-mitigation data brokers, not just basic people-search sites.

When Incogni may not be worth it

Incogni’s approach and pricing mean it won’t be the best choice for everyone.

• If you're looking for the lowest-cost option, competitors like Optery may offer more affordable entry-level plans, although these plans may come with fewer automated features.
  
• If you require highly detailed reporting or additional privacy tools, such as email masking, DeleteMe may be a better fit. Incogni’s reporting is straightforward but less granular. 
  
• If you dislike automation and prefer a more manual, human-reviewed process, DeleteMe and others that use direct, hand-crafted removals may appeal more. Incogni relies heavily on automation and algorithms, making it comprehensive but less personal. 

How much does Incogni cost?

Incogni offers four subscription tiers: Standard, Unlimited, Family, and Family Unlimited. Annual billing is often the most affordable option, with significant discounts compared to paying monthly. The cost is competitive, more than some budget providers but lower than higher-end services, such as Kanary.

The Standard plan is the entry-level plan, which automates removals from 420+ brokers for one person. Unlimited offers unlimited custom removals and privacy specialists who handle complex sites not listed on the main broker. Family covers up to 5 people under one account, while Family Unlimited combines the Family plan with unlimited custom removals.

	Standard	Unlimited	Family	Family Unlimited
Monthly cost	$15.98/mo	N/A	$31.98/mo	N/A
Annual cost	$7.99/mo (billed annually)	$14.99/mo (billed annually)	$15.99/mo (billed annually)	$22.99/mo (billed annually)
Max # people covered	1	1	Up to 5	Up to 5
# data broker sites scanned	420+	420+	420+	420+
Custom removals		Unlimited		Unlimited
Data broker opt-out	Automated	Automated and human-assisted	Automated	Automated and human-assisted
Privacy reports	Monthly	Monthly	Monthly	Monthly
Learn more	View plan	View plan	View plan	View plan

Annual billing offers the best deal; monthly plans cost almost twice as much. Renewal prices also increase after the first year, so the lowest advertised rates don’t last forever. Standard and Family plans both cover automated removals, while Unlimited tiers add custom requests and privacy expert support.

For most individuals, Standard is the best entry point, while families and users with complex needs will see more value in the higher tiers. All plans include a 30-day money-back guarantee, so you can test the service without risk.

What do you get with Incogni?

Incogni’s value is how much work it takes off your plate. In testing, it sent hundreds of removal requests within days, with many completed quickly and others placed on suppression lists or scheduled for follow-ups. You'll receive monthly privacy reports and have access to 24/7 chat support.

The dashboard tracks requests and progress in a clear way, with email reports that keep you updated without overloading you with details. Incogni also relies on privacy laws such as GDPR and CCPA to support its removals, and its processes have been independently audited by Deloitte, providing a rare level of transparency.

Incogni plans explained

The Standard plan is a good fit for individuals who want automated removals from hundreds of brokers.

The Unlimited plan builds on this by adding custom requests, which are handled by privacy specialists, with no waiting period before you can use them.

The Family plan extends automated removals to up to 5 members under one account, making it a better value than buying separate subscriptions.

For the broadest protection, the Family Unlimited plan combines household coverage with unlimited custom removals and expert support.

FAQs

Bottom line: Is Incogni worth it?

Based on our testing, Incogni is worth the investment. It may cost more than some competitors and doesn’t come with every extra feature, but the core service delivers. Removals were processed quickly, brokers added us to suppression lists for long-term protection, and the dashboard provided a clear record of progress, which are the results that matter most.

For anyone seeking a reliable way to reduce exposure, Incogni stands out. Its mix of automation, transparency, and proven performance makes it our number one choice for data removal in 2025.