Aura Review [2025] – A Comprehensive Buyer’s Guide to Aura’s Data Removal Service
Aura goes beyond typical data removal—it’s designed as an all-in-one privacy and security suite.
Unlike services such as Incogni, Optery, or DeleteMe, Aura combines multiple tools in one place: VPN, antivirus, data removal, identity theft protection, credit lock, monitoring, password manager, transaction alerts, account cleanup, and more.
It’s an impressive range, but variety means little if performance falls short.
While we can’t assess every feature, we took a closer look at Aura’s data removal service—examining the number and types of data brokers it targets, pricing, plans, and overall effectiveness.
Let’s see how it holds up.
In short
Aura removes data from over 140 people search sites, but it doesn’t cover major platforms like Spokeo, BeenVerified, or Intelius, and it lacks custom removals—making it a weaker option for those seeking effective data removal.
Still, while Aura falls short in the data removal niche, it may appeal to users looking for an all-in-one privacy solution, combining a wide range of security tools and services under one affordable subscription.
Disclaimer:
This review was written by the team at Incogni—a service competing with Aura.
We’ve done our best to keep things accurate and fair, but since we have a direct interest in Incogni’s success, this review may lean a bit in Aura’s disfavor.
Please consider it marketing content rather than a fully independent review.
We recommend checking out a few other sources before making any final decisions.
Updated: November 3, 2025.
| What works | What doesn’t |
| ✅ Wide range of privacy and security tools under one subscription ✅ Budget-friendly data-removal plan available ✅ Daily scans of brokers’ databases ✅14-day free trial available ✅ 24/7 phone support | ⛔ Limited coverage: around 140 sites in total ⛔ Misses major data brokers (e.g., Spokeo, Intelius, and BeenVerified) ⛔ Not all sites covered are data brokers ⛔ No option for custom removals |
A word from Incogni’s privacy expert
There’s a reason services like Incogni, Optery, and Onerep focus solely on data removal—it’s not easy.
As simple as it sounds, dealing with data brokers is a time-consuming process that demands attention, persistence, and skill. And that’s just on the removal side.
Managing millions of requests for hundreds of thousands of users requires an entire infrastructure built for the task.
I mention this because taking on data brokers full-time is already a massive challenge. When it’s only a small part of a much larger suite of services, compromises are inevitable.
Aura is a jack of all trades—and while that looks great on paper, it comes at a cost.
In this case, the trade-offs show in the limited number of data brokers Aura covers (among the lowest in the niche), the narrow scope of the ones it does target—mainly people search sites, protection across mainly low-impact brokers (niche sites, omitting major players), and the lack of custom removals.
All things considered, Aura may be a good pick if you’re okay with limited protection across a narrow range of threats, but it’s far from being the best choice if you’re serious about data removal.
– Povilas Reinotas, Data Removal Platform Lead at Incogni
| Comparing the premium plans of top data removal services | ||
| Optery Ultimate | Incogni Unlimited | DeleteMe Premium |
| $20.75 per month | $14.99 per month | $15.00 per month |
| – 1,200+ total coverage* – 375+ brokers in automated removals by default** – 580+ unique domains in custom removals – Unlimited custom removals | – 2,420+ total coverage* – 420+ brokers in automated removals by default – 2,000+ unique domains in custom removals – Unlimited custom removals | – 850+ total coverage* – 100+ brokers in automated removals by default – 560+ unique domains in custom removals – 60 custom removals |
| See Optery’s review | See Incogni’s review | See DeleteMe’s review |
| See how Incogni compares to Optery | See how Incogni compares to Aura | See how Incogni compares to DeleteMe |
All prices are up to date as of 11/04/2025, based on information published at optery.com, incogni.com and deleteme.com if purchased with an annual subscription.
*By “total coverage,” we mean the combined number of unique domains included in both automated and custom removals, based on information published at optery.com/pricing/, joindeleteme.com/sites-we-remove-from/, and blog.incogni.com/data-brokers-incogni-covers/.
**Optery offers access to 250+ additional data brokers through its “Expanded Reach” feature, bringing the total to 640. However, due to the ambiguous nature of this feature—Optery doesn’t clearly explain how these brokers are handled—we’ve decided not to include them in this comparison.
Aura’s data removal review: The key elements
Here are some key metrics for a quick assessment of Aura’s data removal service.
| Advertised number of data brokers | ▶️ 140+ |
| Actual number of data brokers | ▶️ <140 across all plans* *Not all sites covered are data brokers |
| Types of data brokers covered in a basic plan | ✔️ People search sites ✔️ Marketing data brokers ✔️ Real estate data brokers ❌ Risk-mitigation brokers ❌ Recruitment data brokers ❌ Financial information brokersBased on information from aura.com/data-removal-service |
| Pricing | $1.67–$32.00 per month if you purchase a one-year subscription All prices are current as of 4 November, 2025, based on information published at buy.aura.com/privacy-protection and aura.com/pricing, assuming the purchase of an annual subscription. |
| Family or group plans | ✔️ Couple plan (2 users) ✔️ Family plan (5 users) |
Number, types, and impact of data brokers covered by Aura
In short
Aura removes personal information from over 140 data brokers, with a focus on public-facing brokers, such as people search sites. Other major broker categories—like marketing and recruitment—fall outside its scope.s
Aura also lacks a custom removal feature, limiting its protection to the same fixed list of 140 brokers. Without the ability to target additional sites, it potentially leaves your data exposed elsewhere.
Aura covers over 140 data brokers.
It focuses mainly on public-facing brokers—people search sites. They’re a major privacy risk, but they’re only one piece of the puzzle.
By skipping other categories of data brokers—mainly private-database brokers—Aura leaves much of your personal data exposed.
Still, people search sites often publish a lot of personal details, like your criminal and driving records, family connections, and even your home’s value.
If Aura targets those, you’re definitely better off using it than going without.
There’s one problem, though.
A closer look at the list of data brokers covered by Aura shows that many of the listed websites aren’t actually data brokers.
Instead, they’re large, multinational companies—like Accenture, Deloitte, or PwC—that would only hold your data if you’ve interacted with them directly, for example, during a recruitment process.
And that’s not the end of it.
While Aura’s list of 140 websites does include a few nationwide data brokers, at the time of writing, it leaves out nearly all the major players: Whitepages, Spokeo, Intelius, Radaris, BeenVerified, and others.
That’s important—
A service that removes your data from top data brokers is far more valuable than one that only targets smaller or niche sites.
| Types of data brokers covered | Aura |
| People search sites | ✔️ |
| Marketing data brokers | ✔️ |
| Real-estate data brokers | ✔️ |
| Risk-mitigation brokers | ❌ |
| Recruitment data brokers | ❌ |
| Financial-information brokers | ❌ |
The number, types, and impact of data brokers is not the whole story.
The way removals are handled is another important element.
Let’s see how Aura does things.
Aura doesn’t offer custom removals
Although Aura comes with plenty of tools and features, its data removal service is missing one key element—custom removals.
Here’s why that matters.
No data removal service can cover every broker. With thousands of them out there, there will always be a gap between a service’s coverage and your actual data exposure.
In other words, some sites will still have your information.
Custom removals help close that gap by letting you manually submit links to websites that expose your data.
But Aura doesn’t offer this feature.
That means your protection is limited to its fixed list of about 140 sites—and it only takes one data broker to compromise all removal efforts.
| Custom removals upon request | Automated removals |
| ❌ Not available | 140+ websites |
| – Not all of the websites covered by Aura are actual data brokers. – The ones it does include are mostly smaller players with limited reach and traffic. |
Now that you know the scope of Aura’s removals a bit better, let’s explore their plans and pricing.
Choosing the right subscription plan
In short
If your main concern is data removal, you can choose Aura’s dedicated Privacy Protection plan, priced at just $1.67 per month for the first year (and, after that, around $8/month). While it’s more limited than Aura’s standard plans, it still includes valuable extras such as a VPN, antivirus, and identity theft protection. For broader coverage with no compromises, Aura’s standard plans—Individual ($12/month), Couple ($22/month), and Family ($32/month)—offer full access to its suite of privacy and security tools, including data removals.
Aura essentially offers one core plan, available in three versions depending on the number of users:
- Individual plan: one person, $12/month
- Couple plan: two people, $22/month
- Family plan: up to five adults and an unlimited number of children, $32/month.
All three plans include the same core features—personal data removal, identity theft protection and insurance, VPN, antivirus, password manager, and more.
The only real difference is that the Family plan adds child protection and parental control features.
For a complete breakdown, head to Aura’s pricing page.
But that’s not everything.
There’s one more option that Aura doesn’t list in its pricing page: the Privacy Protection plan.
It’s a dedicated data removal tier priced at just $1.67 per month for the first year. Despite the low cost, it still includes useful extras like a VPN, antivirus, password manager, and identity theft protection.
After the first year, though, the price increases to around $8 per month.
Below is a handy table comparing Aura’s plans to each other.
| Plans offered by Aura | |
| Individual | Couple |
| $12.00 per month | $22.00 per month |
| ➡️ 1 person ➡️ 140+ brokers in automated removals ➡️ Identity Theft Protection & Insurance, Antivirus, VPN, Password Manager, and more | ➡️ 2 people ➡️ 140+ brokers in automated removals ➡️ Identity Theft Protection & Insurance, Antivirus, VPN, Password Manager, and more |
| Family | Privacy Protection |
| $32.00 per month | $1.67 per month* |
| ➡️ Up to 5 adults and an unlimited number of children ➡️ 140+ brokers in automated removals ➡️ Identity Theft Protection & Insurance, Antivirus, VPN, Password Manager, and more ➡️ All Kids plan benefits | ➡️ 1 person ➡️ 140+ brokers in automated removals ➡️ Identity Theft Protection, Antivirus, VPN, and Password Manager |
*The $1.67 price is only available for the first year. After that, the subscription renews at $99.99 per year, which comes out to about $8 per month.
All prices are up to date as of 3 November, 2025, and are based on information published at aura.com/pricing and buy.aura.com/privacy-protection, assuming the purchase of an annual subscription.
How Aura removes your personal information from the internet
In this section, we’ll take a closer look at how Aura finds and removes your personal data from the web.
At the moment, Aura offers only automated removals. This means Aura handles the entire process for you—from locating your profiles to submitting removal requests and performing follow-up monitoring.
Here’s how it works:
- Aura starts with an initial scan, running your personal information against the databases of the brokers it covers and flagging any matches. Occasionally, you may be asked to confirm whether the profiles found actually belong to you.
- Once a match is confirmed, Aura sends opt-out requests on your behalf to the brokers that are exposing your information.
- After the first round of removals, Aura continues to monitor the covered brokers to ensure your data doesn’t reappear.
Below is a table with some more details regarding Aura’s removal process.
| Removal requests | ✔️ Automated removals ✔️ Instructions for manual removals ❌ Custom removals | |
| Removal timeframe | ▶️ Automated removals are sent within days after subscribing | |
| Recurring scans | ⌛ Daily | |
| Notifications and reports | ✔️ A dashboard with details regarding removals | |
It’s important to note that Aura doesn’t offer custom removals.
This means your personal information is protected only across the sites Aura currently covers. And while coverage of 140 data brokers might sound impressive, it represents just a small fraction of the overall data broker landscape.
Custom removals are crucial for closing the gap between a service’s broker coverage in automated removals and the full extent of your data’s online exposure.
Take Incogni, for example.
It covers over 420 data brokers in automated removals (both public- and private-database brokers) and offers unlimited custom removals—giving you the chance to effectively reduce your online exposure to a minimum.
What’s more, Incogni’s custom removals feature goes beyond data brokers, letting users request removals from general websites as well.
You can learn more about Incogni here.
Going beyond data removal: A few extra features
In short
Aura offers a few extra tools to help you protect your personal data even further: one that lets you request content removal from Google search results, and another that scans your email inbox for online accounts—potentially finding those that are unused or forgotten.
In this section, we’ll focus only on the features included in Aura’s data removal service—not the extras that come bundled with plans.
And credit where it’s due—Aura does offer some features aimed at helping you maintain “good data hygiene.”
Or at least, that’s how they appear at first glance. Let’s take a closer look.
| Additional features | ✔️ Google Search Cleanup ✔️ Junk Mail Removal ✔️ Unused Online Accounts Cleanup | |
| Device support | ✔️ Web ✔️ Mobile ❌ Desktop | |
Aura offers three more features (apart from data broker removal):
- Google Search Cleanup is essentially a tool for submitting content removal requests to Google. All you need to do is provide a link to the page exposing your personal information, and Aura handles the rest.
Note: Using Google’s removal tool only removes the page from Google’s search results—your data remains on the original website and can still appear in other search engines.
- Junk Mail Removal is a bit misleading in name, as it might sound like a service that clears spam from your inbox. In reality, Aura doesn’t remove junk emails directly. Instead, it aims to reduce spam by removing your personal data from data broker databases.
Note: While this may limit how easily spammers can obtain your information, it won’t stop unwanted emails that are already reaching your inbox.
- Unused Online Accounts Cleanup is a feature that scans your email inbox for messages typically received when creating new accounts—such as welcome emails—and compiles them into a list. In theory, it’s meant to help you identify and close old or forgotten accounts. In practice, however, it’s only useful if you haven’t cleaned your inbox in a long time.
Note: Since this tool relies solely on scanning your inbox, it’s limited in scope—if you regularly delete emails, it won’t help you find inactive accounts.
Where is Aura available?
Aura as a whole isn’t limited to the United States—features like the VPN and password manager are available globally.
However, several key functionalities work only for US residents.
Restricted services include:
- Data removal
- Fraud protection
- Credit monitoring
- Parental controls
- And more.
According to Aura’s FAQ page, the antivirus feature is also available to users in Canada, in addition to those in the US.
So, while Aura isn’t entirely restricted to the US, it only really makes sense to subscribe if you live there—otherwise, many of its core features won’t be available.
Can you refund your Aura subscription?
In short
You can try Aura for free with its 14-day trial. If you decide to purchase an annual plan, Aura also offers a 60-day, money-back guarantee, giving you a full refund if you’re not satisfied.
Aura offers one of the most user-friendly cancellation and refund policies among data removal services.
You can start with a 14-day free trial to test the service before committing to a paid plan.
But it doesn’t end there.
Aura also offers a 60-day, money-back guarantee for its annual plans, meaning you can test its features for another two months and, if you’re not satisfied, request a full refund.
To get your money back, you’ll need to cancel your subscription and contact customer support to request the refund.
Which brings us to cancellations.
Just like with most other services, you can cancel your Aura subscription renewal at any time.
Canceling won’t refund your money—it simply stops your subscription from renewing at the next billing period. If you cancel, you’ll still be able to use Aura as usual until the end of your current billing cycle.
| Free trial or money back | ✔️ 14-day free trial ✔️ 60-day money-back guarantee | |
| Cancellation process | ▶️ A dedicated “cancel” button—no need to contact customer support ▶️ Service remains active until the next billing period | |
| Refund process | ▶️ Refund possible only within the first 60 days—must contact customer support | |
Aura’s offer for businesses and governments
In short
Small businesses can purchase Aura’s standard plan in packages for their teams or clients. There is no offering for governmental institutions.
There isn’t much information available about Aura’s business offering beyond the fact that small businesses can protect their employees or clients by bulk-purchasing Aura’s plans.
However, details such as the level of customer support provided to business users, or whether Aura tailors its solutions to specific industries and their unique risks, aren’t publicly available.
This lack of information suggests that business protection details are likely discussed on a case-by-case basis.
What’s more, Aura isn’t available to governmental institutions.
| Tailored protection | ✔️ Small-to-medium companies ❌ Government agencies ❌ Courts ❌ Law enforcement ❌ Healthcare institutions ❌ Human services professionals | |
|---|---|---|
| Customer support | ❓ Phone ❓ Live chat ❓ Video chat ❓ Emergency support | |
| Geographical availability | ✔️ US | |
How experts and customers review Aura
In short
Aura is considered a good all-around choice for people who want simple, broad protection in one place—but with the trade-off that it’s not the very best at any single thing.
Aura gets mostly positive reviews from both users and experts.
On Trustpilot, many people share their positive feedback for how easy it is to use, how much it offers in one place, and that the price feels fair. Some users, however, mention limits in certain features—like a slower VPN, a small number of data brokers, and the fact that some tools don’t work outside the US.
Experts from sites like TechRadar and Security.org share a similar view.
They praise Aura for its wide range of tools, including identity and credit protection, VPN, antivirus, and device security. At the same time, they note that while Aura offers a lot, its extra tools aren’t the best on the market, and its data removal misses some major sites.
| Customer ratings | ⭐ Trustpilot: 4.3 / 5 | |
| Expert opinions | ⭐ PCMag: 3.5 / 5 ⭐ Security.org: 9.7 / 10 ⭐ TechRadar: 4.5 / 5 ⭐ All About Cookies: 4.8 / 5 | |
Can you trust Aura?
In short
Aura’s data removal practices have not been verified by any third-party audits or reviews. At the moment, Incogni is the only service in the industry to have undergone such verification.
Some services are easy to verify—you can quickly tell if they deliver on their promises.
Take a VPN, for example. You can see right away if it connects you to a server in a different location.
Data removal services, however, aren’t so simple. There’s no standard for what counts as a “covered” data broker, and many services throw around big numbers without much evidence to back them up.
That leaves you hoping the service you trust with your personal data protection is actually doing what it promises.
Incogni is different.
An independent assurance report by Deloitte confirms that Incogni delivers on its claims.
It’s the first data removal service to have an external expert verify key metrics—how many data brokers it covers, the effectiveness of its removals, its strict policy of using your personal information only to process removal requests, and more.
With Incogni, the numbers are real.
You can read the full report here.
Aura is a really good service, but…
Aura really stands out from other data removal services.
At first glance, it looks almost perfect—offering protection on all fronts: data removal, antivirus, identity theft protection, VPN, password manager, and more.
Reading through its features, it’s hard to find an area it doesn’t cover. But take a closer look, and Aura starts to lose some of its shine.
While it generally delivers on what it promises, it rarely goes beyond that.
Aura isn’t the best at any one thing: its data removal is basic compared to specialized services, the VPN can be slow, and the antivirus is fairly limited.
So, who is Aura best for?
Aura is a solid option for managing multiple areas of online privacy and security, as long as you don’t need premium-level tools.
But if you’re looking for top-tier data removal, you might want to look elsewhere.
Look at Incogni.
