Incogni Vs. Aura – Data Removal Services Tested and Compared

Incogni and Aura Head-to-Head

Before we dive too deep, let’s see how Incogni and Aura’s data removal services compare against each other.

Key Similarities

Beyond data removal, Incogni and Aura share other similarities. Here are a few that stood out to us.

• Hands-off process: Incogni and Aura automate the data removal process so you don’t need to manually contact anybody. They’ll also send you updates on the progress as your data gets deleted.
• Flexible subscriptions: Both have plans for individuals and families. You can also pay monthly or yearly with discounts for annual payments.
• Money-back guarantees: Aura and Incogni refund your money if you’re not satisfied with the service. Incogni offers 30 days, while Aura gives you 60, and Aura also offers a 14-day free trial upfront.

Key Differences

There are some significant differences between Incogni and Aura. We recommend considering these factors when choosing a data removal service.

• Digital protection tools: If you’re looking for an all-in-one digital security tool, Aura has everything you need to stay safe online, from a simple VPN to antivirus software.
• Data broker coverage: Incogni removes your information from 420+ data brokers automatically, plus 3,000+ additional sites through Custom Removals on its Unlimited plan, for 3,420+ total. Aura’s paid plans cover 200+ data brokers (its free standalone tool covers a smaller set of roughly 30).
• Independent verification: Incogni’s coverage and removal claims have been independently verified by Deloitte. Aura says its practices undergo third-party audits but doesn’t name the firms involved.
• International support: Aura’s reach is limited to U.S. data brokers and people-search sites. Incogni operates across 34 countries, including the U.S., Canada, the U.K., every EU member state, Switzerland, Norway, Iceland, Liechtenstein, and the Isle of Man.
• Customer support: Incogni only offers support via email. You can contact Aura by phone, chat, and email.

Company Backgrounds

Incogni has been around since 2022 and is owned by one of our favorite VPNs, Surfshark. It turns out, Incogni even uses the same data encryption as Surfshark. This gave us confidence our information would stay safe. In 2025, Incogni became the first company in the data removal industry to commission an independent assurance report, conducted by Deloitte, verifying its broker coverage, request volume, and how often it resubmits removal requests to keep data from reappearing.

Aura has been in business a little longer. The company began in 2019 after the founder had their information stolen. They wanted a service that was affordable and easy to use. Like Incogni, Aura uses AES-256 encryption for all sensitive data. Aura’s data security practices also undergo regular third-party audits. However, they don’t list the independent companies that conduct the assessments.

Incogni Privacy Policy

We appreciate how easy Incogni’s privacy policy is to read. The page clearly states it doesn’t sell personal information, and lists all the parties they share your details with. It even details the safeguards in place when your data is sent outside the European Economic Area.

Aura Privacy Policy

Because Aura has more data security products, it needs more of your information. But like Incogni, Aura’s privacy policy makes it clear that it doesn’t sell your data and explains where your details are shared. For example, there’s a section that states they share your information with partners and third-party service providers. That’s because Aura’s broader feature set sometimes relies on third-party providers behind the scenes.

Data Broker Coverage and Removals

When we tested Incogni, we were impressed with its data broker removal coverage. Incogni can remove your information from 420+ automated data brokers, with 3,000+ additional sites reachable through its Custom Removals feature on the Unlimited plan, for 3,420+ sites total. Incogni’s coverage claims have also been independently verified by Deloitte, something we haven’t seen from most competitors, including Aura. It’s a fully automated service that works faster than other data removal services, such as DeleteMe. That means you’ll get results in weeks rather than months.

A key advantage Incogni has is that it works with sites outside of the U.S. If you’ve ever bought from overseas retailers, your data sits in a database beyond America’s jurisdiction. But Incogni finds these details and stops data brokers from selling them.

Aura’s data removal is more limited than Incogni’s, though not as narrow as it once was. Its paid plans automate removals across 200+ U.S. data brokers and people-search sites, backed by daily rescans and automatic resubmissions if your data reappears, similar in spirit to Incogni’s ongoing monitoring, just with a smaller broker list and no coverage outside the U.S. Aura also offers a free tool that lets anyone, subscriber or not, opt out of a smaller set of around 30 select brokers, useful for a quick check before committing to a paid plan. So if you want to remove your information from Whitepages, Aura can make it happen.

What Aura doesn’t offer is Incogni’s Custom Removals option or any independent third-party audit of its coverage claims, which is a real gap if verified accuracy matters to you. For broader, international, and independently verified coverage, you’re better off with Incogni.

What Information Do Incogni and Aura Remove?

Incogni and Aura focus on removing personally identifiable information (PII) that data brokers collect, package, and sell. The amount of detail is eye-opening the first time you see what they have, but it’s impressive how much these data removal services can erase. Here’s a brief list:

• Full name and any aliases
• Current and past home addresses
• Phone numbers
• Email addresses
• Date of birth and age
• Relatives and household members
• Employment history
• Education background
• Marital status
• Financial data including income, assets, debts, and credit scores
• Spending habits
• Web activity
• Social media accounts
• Property records

You don’t need to provide all this information to Incogni or Aura. Both services track down your records using your full name and complete address. They’ll submit a request to delete everything the data broker has on you.

Remove Your Data

Links to Incogni

Always-on data removal

Incogni scans data brokers and people-search sites for your personal information, sending requests whenever your details appear, even when it’s relisted. Aura does the same on its side of the comparison, rescanning its 200+ covered brokers daily and automatically firing off a new removal request if your information resurfaces, so neither service treats a completed removal as the end of the job.

Our Experience

We wanted to see how effective Incogni and Aura are at removing our data, so we signed up and tested each one over a few months. Here’s what stood out.

Our Experience With Incogni

After paying for a subscription, Incogni walked us through the setup process. It required our full name and complete address, including city, state, ZIP code, and country. Next, we signed an authorization form so Incogni could act on our behalf to delete our data. It was pretty stock-standard, and we had no issue signing on the dotted line.

Incogni then took us to the dashboard, where we tracked Incogni’s requests and our custom submissions. We could see it automatically generate 79 requests and where they were sent. It also revealed each broker’s compliance status. Some don’t put up a fight, while others are more resistant. The dashboard also shows each broker’s risk level. We dived deeper into a high-risk data broker and learned the dangers of having our details in their databases. It also displayed the average resolution time, so we didn’t have to keep refreshing the page for updates.

What impressed us most is that Incogni doesn’t stop once a request is completed. Incogni continues to monitor your information to ensure it doesn’t reappear in a database. If it does, Incogni triggers new removal requests.

Our Experience With Aura

Aura’s setup process took a little longer because we were also providing identity theft protection information. In addition to our full name and complete address, Aura requests financial information, home and auto titles, and Social Security Number. It’s optional to provide all this information, but we recommend uploading it so Aura can watch out for activities like payday loans and other fraud attempts.

The dashboard can be overwhelming to new users, as Aura has a lot of features. Thankfully, all alerts are divided into categories so you have an overview of what actions you need to take. To check data removal requests, we headed to the Vault. We reviewed what requests were sent and the status. Aura doesn’t provide as much information as Incogni. For example, we couldn’t review the compliance level or risk factors. However, Aura does share valuable data security tips.

If a data broker starts collecting your information again, Aura will send another automated request to remove it. So, like Incogni, it’s always watching out for you.

>> Keep Reading: Aura 2026 Review

Which Service is Best for Who?

If data removal is your primary focus, Incogni is the best option. Not only is it affordable, but it’s easy to use and offers as much detail as you want to explore, backed by an independent Deloitte assurance report you won’t find with most competitors. You can keep an eye on your requests or drill down to learn more about the companies that have your information. We also like that it can target data brokers in other countries, and you can submit custom requests if you find your information online. Just remember, you’ll need the Unlimited plan for the custom request feature.

But Aura shouldn’t be dismissed. Sure, it doesn’t have the same broker coverage, but it is an all-in-one digital security tool. Aura can protect you from identity theft, financial fraud, and more. It bundles a VPN, antivirus software, and password manager to secure your information, and it’s the only one of the two with a free trial if you want to test it out first. If you don’t have subscriptions for any of these tools, Aura could be the best solution for you. We also think it’s the best option for families, especially if you need something to monitor your children’s internet usage.

Is Data Removal Worth It?

Sadly, no data removal service can fully erase your digital footprint, but they can reduce what’s floating around online. You may need to manually request to remove your information from Google search results, though Aura now offers a built-in Google search removal tool as part of its subscription, or remove pictures of your house from realtor sites. However, data removal services can track down what brokers are selling your details.

If you’re sick of your name, address, and phone number popping up on people-search sites and your phone ringing off the hook with scam calls, then data removal services are worth every cent. It’s worth considering if:

• You receive frequent scam texts, robocalls, or phishing emails
• You’ve been doxxed or received threats online
• You’ve moved or changed your name
• You have a public-facing job like a lawyer or healthcare professional
• Your information was exposed in a data breach
• You want to avoid targeted ads and reduce tracking from marketing companies
• You run a business and want to keep your home address off the internet

>> Expert Advice: Five Easy Opt-Outs to Protect Your Identity and Privacy