Incogni review

Incogni is the data removal service to pick if you want broad, automated coverage at one of the lowest prices among the major names. The Standard plan costs $7.99/mo billed annually — $95.88/yr — and sends opt-out requests to 420+ data brokers on your behalf, then keeps watching and re-removes your data if it resurfaces. For most people whose goal is simply to shrink their broker footprint without managing anything themselves, that is the whole job, done at a fair price.

The main caveat is what you give up for that price. There is no free tier and no free scan of your exposure before you pay, and the service does not show you before-and-after proof the way Optery does. The advertised annual price is also a promotional rate, displayed against a struck-through list price roughly twice as high, so the figure you pay at renewal is worth confirming before you commit.

If you need more than broker removals — say, removal from niche forums or unusual sites — the Unlimited tier at $14.99/mo billed annually adds coverage of more than 3,000 additional websites plus custom removal requests for any site you name. That pushes Incogni from a budget pick into direct competition with premium services, and the comparison gets closer there.

What does Incogni actually do?

Data brokers collect and resell personal records — names, addresses, phone numbers, household details — scraped and purchased from public and commercial sources. Removing yourself from these databases manually is possible but slow, and the entries tend to return. Incogni automates the process: it sends opt-out requests to brokers on your behalf, tracks their responses, and repeats the cycle on an ongoing basis.

On the Standard plan, that automation covers 420+ data brokers, including the people-search sites that surface in Google results when someone looks up your name. Incogni’s pricing page describes the cadence as continuous: opt-out requests go out periodically, people-search sites are scanned regularly, and the service re-removes your data if it comes back. That recurrence matters more than the first pass, because brokers routinely repopulate records months after honoring a removal.

The Unlimited tiers go further. They extend protection beyond the core broker list to more than 3,000 other websites and add custom removals — you point Incogni at any site holding your data, and its team submits the request. Unlimited customers also get live phone support, and the plan handles multiple email addresses, physical addresses, and phone numbers per person.

The company says it has sent more than 245 million removal requests to date and holds SOC 2 attestation. It sells direct and is also bundled through partners including NordVPN, Surfshark, and Coveron — which is worth knowing if you already pay for one of those, since the bundled version may overlap with what you would buy here.

How much does Incogni cost in 2026?

These are the prices shown on Incogni’s pricing page with annual billing selected, as of June 2026. VAT or sales tax may apply on top.

Month-to-month billing exists but costs more: the Standard monthly plan is $15.98/mo, exactly double the annual rate. Incogni does not publish monthly prices for the other tiers in plain text, so we can’t quote them here. Unless you are deliberately running a short trial of the service, annual billing is the rational choice — especially since the 30-day refund window removes most of the lock-in risk.

Each annual price on the pricing page is presented against a struck-through list price about twice as high, framed as a 50 percent saving. Promotional anchoring like this is common in the category, but it means the durable price of the service is less certain than the headline suggests. Check what your renewal rate will be before the first year ends.

There is also a fifth plan, Protect, listed in Incogni’s help center: it bundles Incogni with Coveron identity-theft protection and is available only to individual customers in the US. Incogni does not publish its price on the main pricing page, so we won’t guess at it. If you want identity-theft coverage alongside data removal, also weigh Aura, which builds removal into a full protection suite.

For context across the market: Incogni’s $95.88/yr undercuts DeleteMe’s $129/yr Solo plan and Aura’s roughly $144/yr Individual plan, while Optery’s Core tier ($39/yr) and EasyOptOuts ($19.99/yr) come in cheaper with narrower or shallower coverage. Our best data removal services guide lays out the full field.

Is the Incogni family plan good value?

The Family plan covers up to five members — the pricing FAQ phrases it as adding up to four people to your own subscription — for $191.88/yr on annual billing. Spread across five people, that is arithmetic of about $38 per person per year, less than half the cost of five separate Standard subscriptions. Family Unlimited applies the same logic to the expanded tier at $275.88/yr.

Among the services we cover, only Optery’s family discount structure competes on per-person economics, and DeleteMe’s family pricing is not published in plain text at all. If you are covering a household rather than one person, Incogni’s family tiers shift the value comparison meaningfully in its favor. Each member gets their own removal profile, managed from one family account.

How many data brokers does Incogni cover?

The Standard plan’s official claim is automatic removal from 420+ data brokers. The Unlimited tiers extend that to “over 3,000 other websites” beyond the broker list, plus custom removal requests for anything not already covered.

How does 420+ compare? DeleteMe publishes a list of 976 broker sites, though a meaningful share of those are reserved for business, VIP, or international plans — the standard-plan subset is smaller. Optery’s top tier claims 635+ sites with custom requests stretching toward 950+. Aura and EasyOptOuts each claim 200+. Raw counts are a blunt instrument — what matters is whether the brokers that actually hold your data are on the list — but Incogni’s Standard coverage sits comfortably in the upper-middle of the market, and Unlimited’s custom-request option effectively removes the ceiling.

One structural note: the headline numbers across this industry are not measured the same way. Some vendors count every site they have ever opted anyone out of; others count only sites covered for every customer on a given plan. Treat all of these figures, Incogni’s included, as order-of-magnitude claims rather than precise guarantees.

How fast are removals, and do they recur?

Incogni describes its model as continuous rather than one-and-done. Opt-out requests are sent periodically, people-search sites are scanned on a regular schedule, and — the key line from its pricing page — it “re-removes your data if it comes back.”

Incogni does not publish a fixed first-results timeline on its pricing page, so we won’t invent one. What the model guarantees is persistence: brokers that quietly restore your record get a fresh opt-out request rather than a permanent pass. In this category, that recurrence is most of the value. A single removal pass decays within months; a subscription that keeps re-checking is what actually keeps your footprint down.

Where Incogni falls short

The most visible gap is verification. Incogni reports its progress, but it does not produce before-and-after screenshots of your listings the way Optery does on its paid tiers. You are trusting the dashboard’s word that removals happened. For most users that trust is reasonable; for skeptics, it is a real limitation.

Second, there is no way to see your exposure before paying. DeleteMe offers a free scan, Optery has an entire free tier with a personalized exposure report, and Aura runs a 14-day trial. Incogni’s free Digital Footprint Checker is a lightweight tool, not a substitute. The 30-day refund softens this — you can effectively trial the service risk-free for a month — but it requires you to hand over payment details first.

Third, the pricing structure leans hard on promotional framing. Every annual plan is displayed against a struck-through figure double the asking price. If those list prices ever apply at renewal, Incogni’s value story changes substantially. We could not verify renewal behavior from official pages, so flag it as an open question rather than a known fault — but it is a question worth asking Incogni’s support team before you buy.

Finally, the Standard plan is broker-removal only. Custom removals, the expanded 3,000-site coverage, and live phone support all require Unlimited at $14.99/mo billed annually. At that price you are within range of premium alternatives, and the decision deserves a closer look — our Incogni vs DeleteMe comparison covers exactly that territory.

Who should pick something else

If you want documented proof of removals, Optery is the stronger fit — its Extended and Ultimate plans deliver removal reports with before-and-after screenshots roughly every 90 days, and its free tier lets you see your exposure before spending anything.

If you want a human in the loop, DeleteMe assigns a personal privacy expert and handles custom requests on its standard consumer plans, at $129/yr for one person. It costs about a third more than Incogni and its public pricing is less transparent, but the service model is more hands-on.

If data removal is one item on a longer worry list — identity theft, credit monitoring, kids’ devices — a suite like Aura makes more sense than stacking single-purpose tools. Its Individual plan runs $12/mo billed annually and folds in $1M identity-theft insurance, credit monitoring, antivirus, and a VPN alongside 200+ broker removals. The Incogni vs Aura comparison maps that decision.

And if price is the only criterion, EasyOptOuts covers 200+ brokers for $19.99/yr — a fraction of Incogni’s cost, with the trade-off of scans every four months instead of continuous monitoring.

What do you have to share with Incogni?

A fair question for any removal service: to opt you out, it must know who you are. Incogni’s plans accept multiple email addresses, physical addresses, and phone numbers per profile, which it uses to locate and remove your records. The company holds SOC 2 attestation for its handling of that data, and support is available around the clock, with live phone support reserved for Unlimited customers.

This is the structural bargain of the whole category — you concentrate your personal information with one company so it can disperse it from hundreds of others. Incogni’s attestation and scale (245+ million requests sent) are reasonable evidence it takes custody seriously, but if minimizing the data you hand over is itself your priority, note that EasyOptOuts builds its budget service around exactly that principle.

Bottom line

Incogni does the core job of data broker removal well, continuously, and at a lower annual price than most direct competitors. The Standard plan at $7.99/mo billed annually is the sensible default for an individual who wants automated removals and is content to let the service work unsupervised.

Its weaknesses are honest ones: no free look before you buy, no screenshot proof after, and promotional pricing that deserves a renewal-rate question. None of those is disqualifying, and the 30-day money-back guarantee gives you a clean exit if the first month underwhelms. If you have narrowed your shortlist, our best data removal services ranking shows where Incogni lands against the whole field.