Onerep vs. Incogni: Which Data Removal Service Wins?

Onerep and Incogni both promise to get your personal information off data broker and people-search sites, and on paper their pricing and coverage look reasonably close. But this comparison isn’t really a toss-up, and not for the reasons you’d expect from a typical features-and-price breakdown. In researching both companies, we found that Onerep has a documented history that changes how much confidence you can reasonably place in a data removal service whose whole pitch is protecting your privacy.

Quick Comparison

Price Comparison

Both services actually split the same way. Each offers a Standard tier that only does automated removals, and a pricier tier that adds custom removals on top. Onerep calls it Pro, Incogni calls it Unlimited. We lined the two services up by that shared structure to make the comparison a lot clearer.

Standard Tier (Automated Removals Only)

At the Standard tier, individual pricing is close enough to call a wash, off by less than a dollar a month either direction depending on billing cycle. Family coverage is where Onerep pulls ahead, covering one more person for a lower total price, which works out to roughly $2.50 per person against Incogni’s roughly $3.20 per person.

Custom-Removal Tier (Onerep Pro / Incogni Unlimited)

At the custom-removal tier, the picture flips. Incogni’s Unlimited plans undercut Onerep Pro at both the individual and family level, despite Onerep Pro’s higher price buying access to hundreds of additional non-public brokers. Onerep does still hold onto one real advantage at either tier. It offers an actual 5-day free trial rather than just a money-back guarantee, letting you see results before you’ve paid anything.

Winner: Incogni, on balance. Onerep’s edge is real but narrow, limited to Standard-tier family pricing and its free trial. Once you want the more capable tier (custom removals for sites outside the standard list), Incogni costs less at both the individual and family level, which matters more in practice since that’s the tier most people upgrade to for complete coverage.

Data Removal Coverage

If you’re trying to get your information off the internet, the number that matters isn’t just how big a broker list is. It’s how confidently you can trust that number. Incogni submits removal requests to 420+ data brokers automatically, and its Unlimited plans have removed data from another 3,000+ sites so far through Custom Removals, for 3,420+ total. What sets that figure apart isn’t its size so much as how it was checked. Deloitte’s assurance report specifically confirmed these are real, two-way removals rather than requests fired off and forgotten. Incogni gets confirmation back from brokers, then resubmits every 60 days for public sites and every 90 days for private ones to catch anything that reappears.

Onerep tells a similar story, just with smaller numbers and one place where it actually moves faster. Checking Onerep’s own pricing page, we saw its Standard plan covers 318 public data brokers, growing to roughly 870 once you add the several hundred non-public brokers the Pro tier unlocks. That faster edge is speed. Onerep re-scans everything monthly, quicker than Incogni’s 60-to-90-day cycle, which matters if you’d rather catch a relisted profile in weeks than months.

Winner: Incogni. It covers more sites overall, especially once Custom Removals are factored in, and Deloitte has independently verified its numbers. Onerep’s monthly re-scan cadence is a real point in its favor if speed of re-detection matters more to you than total coverage.

Verification and Transparency

Coverage numbers only mean so much if you can’t trust the company reporting them, and that’s where this comparison takes a sharp turn. While researching Onerep’s background, we learned that Onerep’s founder and CEO, Dimitri Shelest, had personally launched dozens of people-search websites since 2010, including Nuwber, a still-active data broker that sells background reports on people.1 Nuwber is the kind of site Onerep tells its own customers it will submit removal requests to.

Shelest later acknowledged retaining an ownership stake in Nuwber but said there was no data sharing between it and Onerep. Mozilla had built Onerep into its Firefox Monitor Plus product. It announced within days that it was ending the partnership, stating that the outside financial interests and activities of Onerep’s CEO didn’t align with its values.2 It ultimately took Mozilla until November 2025 to fully unwind the relationship, and Monitor Plus shut down for good on December 17, 2025.

We’re not bringing this up to pile on. It’s directly relevant to the question a verification section is supposed to answer. Can you trust this company with your personal information? A service whose founder has a financial history tied to the exact kind of site it claims to fight is a different category of risk than a company that simply hasn’t published an audit yet.

>> Read More: What Is a Data Broker?

Winner: Incogni. It has no equivalent controversy, and Deloitte, an audit firm with no connection to the data broker industry, has independently verified its coverage claims. Onerep asks you to take its removal claims on faith from a company whose own founder has run people-search sites.

What Else Each Service Offers

We compared what each plan actually includes, and both companies turn out to gate custom removals behind an upgraded tier rather than including it standard. Incogni’s Unlimited and Family Unlimited plans let you submit a specific site outside its standard broker list for a privacy specialist to handle by hand. Onerep’s Pro tier adds the same capability, plus access to a dedicated privacy expert for complex cases and several hundred non-public brokers Standard doesn’t cover.

Neither company offers much beyond data removal itself. Incogni recently added an optional Protect bundle with Surfshark VPN and identity protection, while Onerep sticks strictly to data removal and offers no VPN, password manager, or identity theft insurance of its own.

Winner: Close to even. Both put custom removals behind a higher-priced tier, and neither is trying to be an all-in-one privacy suite.

Bottom Line

Weighed on price and coverage mechanics alone, this is a mixed picture. Onerep’s Standard tier is cheaper per person for families and comes with a real free trial, and its monthly re-scans are faster than Incogni’s. But Incogni actually undercuts Onerep once you move up to the custom-removal tier, where Onerep Pro costs more for less independently verified coverage. Either way, this comparison isn’t really decided by those numbers. Onerep’s founder has a documented, publicly acknowledged financial history in the people-search industry his company claims to fight, and one of his sites is still active today. Incogni has no such history, and its coverage claims carry independent verification from Deloitte that Onerep’s don’t have from anyone.

For most people, the ownership question settles this one. Read our full Incogni review for the complete testing breakdown, or see our best data removal services roundup if neither of these is the right fit.