Incogni data removal service review

Your data is exposed — that’s just a fact of the convenience-for-privacy era we live in. You’ve likely experienced the consequences of that, whether it's through spam calls or emails, or your social media accounts being hacked. Data brokers are actively collecting and selling your personal information. You can, technically, request that your information be removed from their databases, but that process is purposefully made to be exhaustive. That’s where data removal services like Incogni come in.

Incogni is a mostly automated data removal service that crawls through a list of over 420 data brokers and sends requests to remove your data on your behalf. It’s incredibly convenient and easy to use. However, a service like this comes at a cost, and you should know what you’re getting into before you fork over money for a service you may not actually need.

Here’s everything you need to know about Incogni and what I experienced in my testing.

How much does Incogni cost?

It might be a little overwhelming at first to look at all the plans Incogni has to offer, but let me break it down. First, all plans cover the continuous removal of one name and three emails, addresses, and phone numbers across over 420 data broker sites. That’s your baseline with the Standard plan ($15.98 monthly or $95.88 annually).

For the Unlimited plan ($29.98 monthly or $179.88 annually), you can submit custom removal requests (unlimited) across over 3,000 sites and you get live phone support. Family ($31.98 monthly or $191.88 annually) and Family Unlimited ($45.98 monthly or $275.88 annually) offer the same as their respective alternatives except with up to five members (including you).

U.S. folks get the option to select the Protect plan ($41.48 monthly or $248.88 annually), which functions as an Unlimited plan with the addition of identity theft protection from Coveron. This covers up to $1 million in identity theft insurance, $50,000 for cyber extortion, and $10,000 for online fraud. You also get around the clock dark web monitoring, certified credit monitoring from TransUnion, and credit-freeze assistance.

For those dragging around a heavier coinpurse, there is also Incogni Concierge, which costs a chunky $4,999 per year. This is really designed for high-profile individuals or families. It covers all the aforementioned features, but puts a team of real people together to handle your data removal — actual concierge support that you can contact day and night. It expands the service to include manual searches and scans done weekly or twice-daily in an emergency and written risk assessments. You also get residential blurring on Google Maps.

As far as value goes, Incogni is pricier than some of its alternatives, like Optery, which starts you out at $3.99 monthly or $39 annually for its Core plan, but that covers just above 375 data broker sites. A more comparable plan would be the Extended plan ($14.99 monthly or $149 annually). It’s cheaper and covers over 555 data broker sites and even lets you add unlimited name variations for one person, which Incogni doesn’t let you do. Optery also offers a free plan that can scan for your leaked information and you can get a feel for how the website operates. Conversely, Incogni requires a subscription to access its dashboard, so you don’t really know what a hands-on experience feels like until you pay for it.

Despite that, in a 2025 academic study, Incogni scored a 76.6% removal rate after 30 days, while Optery scored 68%. Meanwhile, DeleteMe ($129.00 annually — no monthly plan) scored 20% in 2024 (unfortunately, there doesn’t seem to be a more up to date score). Incogni also covers custom removals for over triple the number of sites that both Optery and DeleteMe offer.

What does Incogni do?

As a data removal service, Incogni submits requests to its list of data brokers to remove your provided information from their websites. This can prevent minor threats like scam calls and emails to an exposed address on the internet for anyone to access.

So if Incogni removed your data, why not subscribe and leave it after it's done? Unfortunately, your data is constantly being collected through almost everything you interact with on the web. There's nothing stopping data brokers from regathering your information and putting it up on their websites again. Staying subscribed to a data removal service like Incogni offers consistent protection of your information. But do you really need it?

Data removal services provide a layer of physical and fiscal safety. Removing your data from the web can reduce spam and protect against doxxing and stalking as well as potential identity theft and fraud. This isn’t a guaranteed protection, of course, but it reduces your risk of exposure. I’d recommend services like Incogni for folks who are more susceptible to these kinds of threats, like public figures and victims of data breaches or abuse.

These services aren’t your only way to be more privacy conscious. You can absolutely do the work yourself, but unfortunately, you’d have to keep doing it and do it for every individual site that may possess your data. Hence, the existence and usefulness of a service like Incogni.

What's Incogni like to use?

I barely needed to use Incogni and that’s a great thing. I plugged in all my information and Incogni got to work. In less than a week, Incogni suppressed 49 data brokers, was monitoring 64, and was actively working on 305. Within the first few hours of activating my account, Incogni sent and completed over 400 removals (this accounts for multiple emails and addresses). Some data brokers process these requests instantly, but others can take months to comply.

The Incogni dashboard is pretty easy to read, with a graph displaying all the aforementioned information. You can also see how much time you saved if you actually attempted to do these requests yourself — mine was close to 200 hours. I can’t say how accurate that is, but I can imagine how much of a pain it is to do all of this on your own. Beneath that, there’s a link to submit a custom removal (on the Unlimited plan). If you don’t see yourself digging for sites not covered in Incogni’s data broker sweep, the service does scan for exposed data outside of those limits across the web.

Heading to the Exposures tab, you can get a more detailed look at the brokers, the information they had, and if the suppression was successful or not. You’ll notice that Incogni will complete a removal for some brokers and actually schedule another removal in 60 or 90 days — as I’ve said, brokers will eventually gather your information again.

Unfortunately, there’s no real evidence that showcases Incogni’s request and whether or not the removal was successful. What we do know is that Deloitte, a professional service network that consults and audits on financial and legal risk, reviewed Incogni’s data removal service in 2025 and confirmed that it matches what the company reports back to you. But still, it would be nice to see evidence of the actual process as opposed to a general notification of removal, similar to Optery.

Incogni also has a new feature called Privacy score, which measures how secure your personal information is. This score is out of 100 and is based on how much work Incogni has done to clear your personal information from the web. According to Incogni, your score should average around 70 out of 100 after one year.

Testing the Family Unlimited plan, it was easy to send out a link for people to join right from the dashboard through the setup guide. While you’re technically an admin, you can’t actually see other people’s dashboards, so there’s nothing really there to manage.

The setup guide also suggests providing more than the initial set of information (like emails and addresses), submitting a custom removal request (if you’re on that plan), and enabling two-factor authentication (which I recommend doing on any account you have).

Meanwhile, the Incogni mobile app features a clean dashboard, condensed in a way that isn’t too bulky. However, if you’re trying to get more details out of specific requests and brokers, it can be a slight pain to parse through just because of the sheer number of them. The filters and search bar do help, if you know what you’re looking for.

Final verdict

If you’re looking for an easy-to-use and efficient data removal service, Incogni is the one to get. It really appeals to the person that wants a quick setup and to forget about it entirely as it works in the background. For folks that want a more thorough examination of how their data is removed, specifically if you’re looking for screenshots, or if you have multiple names, then this isn’t it. But overall, its speed and efficiency makes Incogni a strong service.

Consider if:

• You’re looking for speed and efficiency in data removals.
• You want something that’s easy-to-use and understandable.
• You want a service that you don’t really need to tend to.

Avoid if:

• You are looking for a plan just for yourself and have multiple names to remove.
• You want a cheaper starting plan.
• If you live outside of the US, UK, EU, Ireland, Canada, Isle of Man, Switzerland, Norway, Iceland, or Liechtenstein.

Incogni alternatives

While Incogni is efficient and easy-to-use, there are some good alternatives you could look into:

• Optery: With cheaper starting plans and a higher threshold for covered data brokers, Optery offers a bit more versatility.
• DeleteMe: As I’ve said, this service is definitely slower, but its standard plan involves a team of human reviewers designed to overcome failed automated requests.
• Aura: It bundles its data removal service with identity fraud protection for a cheaper price.

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