Incogni vs Aura

This is not really a like-for-like contest, and pretending otherwise would mislead you. Incogni is a focused data-removal tool: it does one job — getting your records off data-broker and people-search sites — for $7.99/mo billed annually ($95.88/yr). Aura is an identity-protection suite in which data removal is one bundled feature alongside $1M identity-theft insurance, three-bureau credit monitoring, antivirus, a VPN and a password manager, starting at $12/mo billed annually, roughly $144/yr.

If the question is “which removes more data for less money,” Incogni wins cleanly: 420+ data brokers on its base plan against Aura’s 200+ brokers, people-search sites and junk-mailers, at about two-thirds of the price. That is why it carries our pick below — most people searching this comparison want the removal job done well and cheaply.

But if you were going to buy credit monitoring and identity-theft insurance anyway, the calculus flips. Aura’s $12/mo is a defensible price for the whole bundle, and buying Incogni plus separate identity protection would likely cost more. The real decision is one job versus the full suite, and the sections below give you the figures — all verified on official pages on 2026-06-12 — to make it.

Is Incogni or Aura cheaper?

Incogni, on every comparable tier. Its Standard plan costs $7.99/mo billed annually ($95.88/yr), and even its top individual tier — Unlimited, at $14.99/mo ($179.88/yr) — undercuts what a year of Aura’s mid-range plans costs. Aura’s Individual plan runs $12/mo billed annually, which works out to roughly $144/yr, or $15/mo if you pay monthly.

Two caveats keep this honest. Incogni’s annual prices are promotional, shown against struck-through list prices of roughly double, and VAT or sales tax may apply; its monthly Standard rate is $15.98/mo, so the savings live in the annual commitment. Aura’s pricing is steadier between billing modes — $12 annual versus $15 monthly for Individual — and every plan starts with a 14-day free trial, which Incogni does not offer.

Comparing the sticker prices alone, though, misses the point of this matchup: the two subscriptions buy different baskets of goods. The next sections separate the removal job from the rest of the bundle. Full plan teardowns live in our Incogni review and Aura review.

Who covers more data brokers?

On the removal job itself, Incogni reaches further. Its base claim is automatic removal from 420+ data brokers, and the Unlimited tier ($14.99/mo billed annually) extends that to more than 3,000 additional websites, with custom removal requests available for any site where your information shows up. Incogni also handles multiple email addresses, home addresses and phone numbers per profile, and cites over 245 million removal requests sent to date.

Aura’s data-removal feature covers 200+ data brokers, people-search sites and junk-mailers, plus Google Search results removal requests — and it publishes its full supported-broker list, updated as of January 2026, on its data-removal page. Aura also offers assisted manual removals for brokers that resist automation, which is a genuinely useful escape hatch.

As always, the counts are not perfectly comparable: vendors decide for themselves whether a people-search network is one broker or twenty, and Aura folds junk-mail suppression and search-result requests into its number. But even read generously, Aura’s removal scope is narrower than Incogni’s — which is unsurprising, since removal is Aura’s feature and Incogni’s entire product. For how both stack up against DeleteMe and Optery, see our best data removal services guide.

How often does each service re-check brokers?

Here Aura makes the bolder claim: it re-scans broker sites daily and automatically re-submits opt-out requests if your data reappears, with monthly data-removal reports and a real-time dashboard tracking progress. Aura notes that individual brokers can take up to 30 days to process a removal, which is a candid and realistic disclosure.

Incogni’s cadence is continuous but less specified: opt-out requests go out periodically, people-search sites are scanned regularly, and the service re-removes data that comes back. It does not publish a daily re-scan claim or a fixed reporting schedule comparable to Aura’s monthly reports.

Taken at each company’s word, Aura’s stated cadence — daily re-scans, monthly reports — is the more aggressive and the more verifiable promise. This is a real point in Aura’s favour and worth weighing if you have had listings stubbornly reappear before. Removal breadth still favours Incogni; removal rhythm, as documented, favours Aura.

Which has the better family plan?

It depends on what your household needs protected. Incogni’s Family plan covers up to 5 members for $15.99/mo billed annually ($191.88/yr); Family Unlimited raises that to $22.99/mo ($275.88/yr) and adds the 3,000+ extra sites and custom removals for everyone. Both are removal-only — there is no insurance, monitoring or device security attached.

Aura’s Family plan costs $32/mo billed annually ($50/mo monthly) and covers 5 adults plus unlimited kids and unlimited devices. Crucially for families, it bundles $5M of identity-theft insurance ($1M per adult), child SSN monitoring and parental controls. There is also a separate Kids plan at $10/mo billed annually, though note it is a parental-controls product and does not include data removal.

For a family that just wants everyone’s broker listings handled, Incogni Family at $191.88/yr is far cheaper. For a family worried about a child’s Social Security number being misused or a parent’s credit being opened fraudulently, Aura’s bundle addresses risks no removal-only tool touches.

Refunds and trials: who lets you back out?

Aura is the more generous on both ends of the subscription. Every plan starts with a 14-day free trial, and annual plans purchased through Aura’s own site or support carry a 60-day money-back guarantee — refunds are requested by phone within 60 days of initial purchase, with the trial signup date counting as the purchase date. A free leaked-data scan tool is available before you commit to anything.

Incogni offers no trial, but its 30-day money-back guarantee applies to all plans: contact support within 30 days of signing up for a full refund of the amount paid. Its free Digital Footprint Checker gives a limited preview of exposure but is not a trial of the removal service.

Sixty days plus a trial beats thirty days without one. If you are unsure whether either category of product is for you, Aura is the cheaper service to test and abandon — and if you want to test the do-it-yourself route first, our free vs paid data removal guide covers what manual opt-outs realistically achieve.

What does Aura include that Incogni never will?

The suite is the argument, so it deserves a plain accounting. Beyond data removal, every Aura adult plan includes $1M identity-theft insurance per adult, three-bureau credit monitoring with an instant credit lock, antivirus, a VPN, a password manager, AI-powered spam call and message protection, unused digital account cleanup, and 24/7 US-based support. For one subscription, that replaces three or four point products.

Incogni’s main plans include none of that, by design — its pitch is doing one thing well at a low price, with SOC 2 certification and live phone support on Unlimited tiers. Its help center does list a Protect plan bundling Coveron identity-theft protection for US individual customers, but pricing for it is not published, so it cannot be evaluated here.

The honest weaknesses, then: Incogni offers no insurance, no monitoring, no trial, and thinner reporting than Aura’s monthly statements. Aura charges suite prices for narrower removal coverage — if removal is all you want, roughly a third of your money is buying features you may never open.

Which should you choose?

Commit to one question: do you want one job done cheaply, or one bill covering your whole identity surface? Answer that, and the winner is obvious.

Best for most people comparing these two: Incogni. $95.88/yr buys broader broker coverage than Aura’s removal feature, at about two-thirds of Aura’s price.

Best if you also want identity-theft insurance and credit monitoring: Aura. $12/mo annual for removal plus $1M insurance, three-bureau monitoring, VPN and antivirus is cheaper than assembling the pieces separately.

Best budget option: Incogni Standard. Nothing in Aura’s lineup gets the removal job started for less than $95.88/yr.

Best for families with kids: Aura Family. $32/mo annual for 5 adults, unlimited kids, $5M insurance and child SSN monitoring — risks a removal tool cannot address.

Best for maximum removal reach: Incogni Unlimited. $179.88/yr for 420+ brokers plus custom removals across 3,000+ additional sites.

Best if you want to try before paying: Aura. A 14-day free trial and a 60-day refund window against Incogni’s no-trial, 30-day policy.