Incogni review: what it does, what it costs, and its limits
Verdict: Incogni is the best fit for most people who want broad, hands-off removal at a reasonable price. It covers 420+ data brokers on every plan, re-sends requests automatically, and its core claims have been independently reviewed. If you want screenshot proof of each removal, look at Optery instead.
What Incogni does
You give Incogni your name, addresses and other identifiers and authorize it to act for you. It then sends opt-out and deletion requests to the data brokers it covers and keeps re-sending them, so listings that reappear get removed again. Every plan includes automated removal from420+ data brokers and monthly progress reports.
It works on two kinds of brokers. For people-search sites that visibly list you, it sends a personalized opt-out. For "private" brokers — marketing and risk-data companies that don't publish what they hold — it sends a formal deletion request under privacy law (PCMag).
Pricing
| Plan | Billed yearly | What's added |
|---|---|---|
| Standard | $95.88/yr ($7.99/mo) | Automated removal from 420+ brokers. Monthly billing is $15.98/mo. |
| Unlimited | $179.88/yr ($14.99/mo) | Unlimited custom removal requests (3,000+ more sites), live phone support |
| Family | $191.88/yr ($15.99/mo) | Standard coverage for up to 5 people |
| Family Unlimited | $275.88/yr ($22.99/mo) | Unlimited coverage for up to 5 people |
What we like
- Coverage for the price. 420+ brokers on the cheapest plan. DeleteMe's single-person plan costs $129/yr and, by PCMag's count, handles about 85 brokers automatically.
- Independently reviewed process. In August 2025 Deloitte issued a limited-assurance report confirming that Incogni covers 420+ brokers, re-sends requests at least every 60 days (public brokers) or 90 days (private brokers), and has processed more than 245 million removal requests (report). Limited assurance is a lower bar than a full audit, and it covers the process, not outcomes — but few competitors have anything comparable.
- Set and forget. Once you've signed up, removal requests repeat automatically.
- Well rated. PCMag rates it 4.5/5 "Outstanding" with an Editors' Choice award (review).
- Available outside the US. Residents of the US, Canada, the UK, the EU, Switzerland, Norway, Iceland and Liechtenstein can use it (help center).
Limitations
- No proof screenshots. It shows what it found on people-search sites, but not before/after screenshots the way Optery does.
- Private brokers can't be checked. Incogni sends requests to brokers likely to hold your data. "Completed" means the broker replied that it removed your data or never had it (PCMag).
- Custom removals cost more. Removal from sites outside its list needs an Unlimited plan, and no service can guarantee those succeed.
- The free scan doesn't point you to DIY options — which is what our free guides are for.
Who owns Incogni?
Incogni was created by Surfshark, which merged with Nord Security (the company behind NordVPN) in 2022. In September 2026 Surfshark also took a majority stake in Optery, a competing removal service (announcement).
Who should pick something else
- You want proof of every removal: Optery's Extended plan includes before/after screenshots. Incogni vs Optery.
- You want a person managing it: DeleteMe assigns a privacy advisor and sends detailed quarterly reports. Incogni vs DeleteMe.
- You're in California and only care about registered brokers: the state's free DROP platform may be enough.
- You only appear on a handful of sites: our free guides will do it at no cost.