Incogni Review and Pricing 2025
Our digital security experts tested and reviewed Incogni. We found it to be a great option for downsizing your digital footprint.


What We Like
- Works in the U.S., Canada, Norway, Switzerland, and all EU countries
- Detailed dashboard provides meaningful insights
- Affordable price point with options for families
What We Don't Like
- Only removes data regularly from around 250 data broker sites
- No free plan (but offers a 30-day money-back guarantee)
- Limited reporting compared to competitors
Bottom Line
Incogni speeds up the process of data removal by automating it, maximizing efficiency. That said, it also offers custom removals if you find your personal information on data broker sites not originally covered; just be prepared to pay for the pricier Unlimited plan. All in all, we’re convinced that Incogni is one of the best data removal services.Data removal services such as Incogni exist to keep our personal information off of data broker databases, which put us at greater risk of identity theft. The idea is simple: if your details are found in a data broker site, the service will act on your behalf to get it removed. It all comes down to how efficiently the data removal service does that.
To see if Incogni is a good choice, I spent a few weeks putting it to the test. I’ll share my findings with you in this review, including how quickly Incogni found data brokerages with my information and got off opt-out requests. Before we get into the details, though, I want to talk to you about how I developed this review.
Security.org’s Methodology
All of my reviews start with research. I spend hours looking into companies’ claims and compare them against customer experiences. I read reviews of their services and get an understanding of their overall reputation for context.
>> Learn More: We Don’t Use AI to Write
Next, I purchase the service without any sort of company intervention. No press passes, no preferential treatment. I use the service just like a normal customer would for a few weeks to measure their capabilities and test my experiences against their claims. Once I’m satisfied, I provide recommendations to our readers.
So now that you understand my methods, let’s get into my hands-on test of Incogni.
Incogni: The First Pass
So right off the bat, I learned from my research that Incogni was created and developed by Surfshark.1 And in case you’re not familiar, Surfshark is a leading VPN provider right now. Incogni was meant to be an add-on to premium VPN customers, but was later spun-off as an independent service for everyone, not just Surfshark users. In fact, NordVPN, also offers Incogni now as an add-on service.
What’s interesting about that is that Surfshark and NordVPN are currently two of the biggest names in the VPN industry. That gives me confidence in Incogni; if Surfshark and NordVPN offer it, I know I can entrust it with my data. VPNs are all about privacy, after all.
Pro Tip: If you want to see how these two VPN giants stack up against each other, read my Nord vs. Surfshark side-by-side comparison.
Incogni’s detailed website gave me even more confidence in the service. For example, the homepage explains what the service does outright in a five-step protection plan. Data removal services are new and still a mystery to many, so I commend the transparency.
You’ll also find a series of opt-out guides for websites like Whitepages, TruthFinder, and Fast People. I explored the knowledge base, which is full of FAQs like “does Incogni remove my data from the dark web?” and “what do data removal statuses on my dashboard mean?”. You can even run a free scan to see which companies have your personal information.
After checking all those out, I decided to push through and purchase a plan.
Incogni Pricing
Incogni offers two tiers of service, and unlike what I saw when I reviewed Kanary, there is no free trial period. You can choose between a monthly and an annual plan, though. Plus, if there are going to be multiple users, you can opt for the Family plan. It includes the same features as the individual plan, but can cover up to five individuals. The Unlimited plans add custom removals from across the web as well as complex enquiries that are handled by Incogni’s privacy experts. Here’s a breakdown of the prices:
Incogni Pricing | Standard | Unlimited | Family | Family Unlimited |
---|---|---|---|---|
Monthly Plan | $16.58 | N/A | $32.98 | N/A |
Annual Plan | $99.48 (avg. $8.29/mo) | $179.88 (avg. $14.99/mo) | $197.88 (avg. $16.49/mo) | $359.88 (avg. $29.99/mo) |
Savings (annual vs. monthly) | 50% | 50% | 50% | 50% |
Number of users | 1 | 1 | 5 | 5 |
Now there’s something worth pointing out here. Legally, most data brokers have between 30 and 45 days to comply with opt-out requests, meaning that if you’re really interested in scrubbing the internet of information about you, it’s probably going to take more than a month. I’ve come to find that these removals are a little like playing whack-a-mole. Once one is removed, two others pop up in their place. If this is something you really want to do right, I’d recommend signing up for the annual service.
Also keep in mind that regardless of the plan you sign up for, Incogni offers a 30-day, money-back guarantee. Good to know. Now with that context, I went ahead and purchased my plan.
Setting Up Incogni
Once you purchase the plan you selected by entering your credit card information, you’re sent a verification email. Once you click on that link, you’ll set up a password and create your profile.
From there, you’ll start entering your personal information. That includes:
- Full name
- Address
- City
- State
- Zip Code
- Country
Expert Tip: You can add up to three emails and physical addresses in Incogni. I recommend completing all available fields for the most thorough removal process possible.
>> Keep Reading: How to Remove Your Name From the Internet
Next, you’re asked to sign an authorization form that essentially allows Incogni to act as a proxy to delete your data for you. Here’s a look at the fine print:
It looks very judicial, but essentially you’re giving Incogni the legal right to act on your behalf. This requires data brokers to honor requests and gives Incogni power to act against non-compliant ones. I didn’t see anything that raised any red flags. I went ahead and digitally signed, confirmed the data I entered was accurate, and clicked “Start Data Removal.”
From there, you’re taken to your dashboard. Here’s what that looks like:
Pretty simple, but also effective. As you can see, right off the bat there were 79 files found, but I expected that number to increase as time went on. I wanted to see what else I could do, so I decided to check out the “detailed view”.
This is a pretty interesting dashboard, where you can see the company name, the status of your request, how compliant or resistant they are to complying with removal requests, and the risk each company poses. Censia had the highest level of risk, so I decided to investigate them a little further by clicking on their dropdown tab.
Now this is really interesting information. You can see the average time it takes for a resolution to take effect, you can view your request history, you can learn more about the database itself, and you can see all of the associated risks that come with having your information show up there. This is by far the most detailed reporting I’ve seen with one of these services, and I was really impressed with how granular Incogni is able to get here.
So far so good, but as I mentioned above, these services take some time to do their thing. I decided to check back in a week and see what progress had been made.
Did You Know: When I reviewed DeleteMe, I saw it claims to check over 750 websites. After digging deeper, I learned that it only covers 100+ data broker sites, and the rest make up custom requests. Incogni offers unlimited custom removal requests, covering significantly more than 750 websites.
Incogni at One Week
At one week, Incogni’s progress was pretty impressive — 100 total profiles removed. At this point Kanary had only removed three profiles, and Onerep had nabbed 16. It’s also worth pointing out that Incogni has suppressed 28 profiles, meaning that the organization would not create a new profile on me in the future. This is a pretty unique feature that really improves your long-term success in scrubbing the internet of your personal information.
Now you might be wondering — like I was — why Incogni’s one-week accomplishments are so much more impressive than their competitors. It has a little to do with the way it counts “completed” removals.
When you first start up the service, it sends out a bunch of automated emails to sites that it knows have information on you. It even contacts companies it assumes probably do, like marketing, financial, and recruitment data brokers. If it gets a response back from those sites saying they don’t have a file on you, it counts those as “complete.”
>> Learn More: Five Ways to Opt-Out of Personal Data Collection
While it seems a little less-than-transparent, it’s still clear that Incogni is extremely effective at what it does. Given how quickly it worked in just seven days, I’m excited to see the progress after two weeks.
Incogni at Two Weeks
Well, that impressive first week really slowed down heading into week two. At 14 days after the initial round of removals, 101 profiles had been removed. For the folks keeping score at home, that means Incogni was only able to remove one profile after the initial push.
Still, what I said in week one stands. Legally speaking, many of these data brokers and people-finder sites have up to 45 days to respond to removal requests. No matter which service you go with, you’re going to have to play a bit of a waiting game to see things through to completion.
Despite the slowdown, I’m still impressed with Incogni’s capabilities, though. I would have liked to see a little more progress in week two, but it’s not something I’m going to hold against this service.
See how Incogni stacks up against the competition
For a closer look at how Incogni performs, we compared it with other popular brands.
My Overall Impressions of Incogni
Overall, I’d say that Incogni does a great job of what it says it will do. It gets to work right away and appears to be very effective in a short amount of time. Take their removal statistics with a grain of salt, but at the end of the day this system was able to remove — and suppress — an impressive number of files. It’s easy to use and very affordable, to boot.
Would I Recommend Incogni?
I would absolutely recommend Incogni to anyone looking to increase their anonymity online. It works fast, and its ability to prevent data brokers and people-finder sites from generating a new file on you once the previous one is removed is a game changer. As far as data removal services go, Incogni is among the best.
Incogni FAQs
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Does Incogni really work?
Yes, our hands-on tests demonstrated that Incogni is effective at removing profiles from data brokers and people-finder sites. They are also able to prevent some sites from creating new profiles on you.
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Are data brokers legal?
Unfortunately, yes. Data brokers and people-finder sites compile personal information about you that is available through other sources in one place. What they are doing isn’t illegal, but it can be viewed as an invasion of privacy.
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Will Incogni delete social media posts?
No, Incongi does not have the ability to remove posts about you on social media platforms. If you are being harassed or bullied, you should reach out to the platform’s privacy team.
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Will Incogni prevent people from seeing my police record?
No, Incogni cannot hide public records. In order to prevent people from finding this type of information, you’ll need to legally expunge your record.
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How can I remove a news story about me?
There is no automated way to remove a story that mentions your name from a news site. If you’re concerned about your privacy you can reach out to the site’s editorial team, or, if you feel like you’re the victim of libel, you can contact a lawyer.
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Tracxn. (2024). Incogni company profile.
tracxn.com/d/companies/incogni/__iJmm_-I9_Nu5zSkd52Ys1odVCQYO43oQhsPlXjhUYlw