Incogni Review – A Comprehensive Buyer’s Guide [2025]
We’re obviously biased toward our own service, so this isn’t your typical review—most reviews lean heavily on opinions rather than facts.
Instead, think of this as a breakdown of what actually goes into a data removal service—from the types and number of data brokers covered to different business offerings.
Feel free to use it as a framework for comparing other services, too.
A lot of online reviews cherry-pick different features, making it hard to compare them side by side—it’s often apples to oranges.
That said, there may still be a few opinions here and there, but we’ll keep them to a minimum.
Let’s get into it!
The review was conducted in April 2025, and the most recent update was made in May 2025.
What we’re proud of
✅ Covers both people search sites and private-database brokers
✅ One of the few services addressing multiple data broker types, like marketing, financial, recruitment, and more
✅ Unlimited custom removal requests
✅ Serves customers in 35 countries, including the US, Canada, the EU and the UK
✅ GDPR-compliant data protection
What we’d like to improve
⛔ Support available through email and chat only
⛔ Fluctuating number of data brokers
⛔ May require user intervention at times to indicate correct profiles on people search sites
A word from Incogni’s privacy expert
We genuinely believe Incogni is the best data removal service available.
One of the most common criticisms of Incogni is that we cover a relatively small number of data brokers. And yes, if we look at it as just a numbers game, Incogni does fall behind. But when it comes to brokers, it’s not about the quantity—it’s about the efficiency and consistency of removals. We’re not chasing after minor data brokers or adding sites we’ve removed from once, just to boost our numbers. Instead, we focus our time and resources on effectively taking your personal information down from the brokers we have in our service.
But don’t just take our word for it. Let the results do the talking.
As of May 2025, we’ve managed to complete a staggering 100+ million successful removals in just three years.
The number of data brokers we remove your personal information from has been growing steadily as well. Our coverage has nearly doubled in just over a year. And the only reason it hasn’t quadrupled is that we evaluate each data broker before adding it, making sure our removal claims hold true.
This means we’ve helped people take back control of their online privacy—one removal and data broker at a time.
– Povilas Reinotas, Data Removal Platform Lead at Incogni
Compare the premium plans of top data removal services
Optery Ultimate
$20.70 per month
375+ brokers in automated removals by default
240+ additional brokers with Expanded Reach activated
All prices are up to date as of 12 May, 2025, based on information published at optery.com, incogni.com and joindeleteme.com if purchased with an annual subscription.
Incogni review: The key elements for consideration
In short:
Incogni covers over 270 data brokers on all plans, offers unlimited custom removals from almost any online source, and features a user-friendly web app with detailed dashboards and reports—all at affordable rates.
Individual annual plans start at $8.28/month; family plans for up to five users start at $16.49/month.
Here are some of the key elements that will let you get a glimpse of what Incogni offers.
Advertised number of data brokers
▶️ 270 across all plans
Actual number of data brokers
▶️ 270 across all plans ▶️ 150+ of which are private-database brokers ▶️ Unlimited with custom removals Based on information from incogni.com/pricing
Types of data brokers
✔️ People search sites ✔️ Marketing data brokers ✔️ Risk-mitigation brokers ✔️ Recruitment data brokers ✔️ Financial information brokers Based on information from blog.incogni.com/data-brokers-incogni-covers/
Pricing
$8.28–$29.99 per month if you purchase a one-year subscription All prices are up to date as of 12 May, 2025, based on information published at incogni.com and assuming the purchase of an annual subscription.
Family or group plans
✔️ Family plan (5 users)
Coverage & scope of data removal
In short:
Incogni can remove your personal data from over 270 data brokers, including people search sites, marketing brokers, risk-mitigation brokers, and more.
With custom removals (available on Unlimited plans), Incogni can also help remove your data from almost any website—even ones that aren’t data brokers.
Incogni covers two types of data brokers:
Public-facing brokers, also referred to as people search sites
Private-database brokers, also referred to as private brokers.
It’s the extensive coverage of private data brokers that sets Incogni apart from the competition.
Here’s why it matters.
People search sites are like data brokers on easy mode. Their databases are public and optimized to rank high on Google, making them easy to find. Their main target group are private individuals, like old colleagues reconnecting or distant family members—not companies or other organizations.
In contrast, private-database brokers don’t deal with individuals. They trade your personal information primarily with companies and other organizations. Most private-database brokers covered by Incogni are marketing brokers, largely responsible for the spam you receive every day.
But there’s more—
With Incogni, you can have your data removed from far more than just 270 brokers.
That’s because we’ve recently launched our Unlimited plan that includes the Custom Removals feature, allowing you to request the removal of your data from any data broker and many non-broker sites across the web.
Automated removals
270+ brokers (public and private)
➡️ Local, nation-wide, and international reach
➡️ These brokers share data with other companies
➡️ They share sensitive information, like public records
➡️ Public- and private-database brokers
Custom removals upon request
Unlimited brokers
➡️ Covers any data broker of your choice
➡️ Local, nation-wide, and international reach
➡️ Covers basic and sensitive information
➡️ Public- and private-database brokers
➡️ Non-broker websites that expose personal information (e.g., from Google Search Results)
With the Unlimited plan, the number of brokers from which we can remove your personal information is virtually infinite.
Let’s see that in more detail.
Pricing & subscription plans
In short:
Incogni offers subscription plans for individuals and families, available in both monthly and annual options.
All plans include automated data removal from over 270 data brokers, 24/7 customer support, detailed dashboards, and more.
“Unlimited” plans, starting at $14.99 per month, also include custom removals, allowing users to request the removal of their data from nearly any website.
Incogni offers two subscription types: monthly and annual.
While the monthly subscription provides more flexibility, it does come with some drawbacks.
For one, it’s more expensive than the annual plan per month ($16.58 vs $8.29).
Secondly, data privacy isn’t a one-time fix—it’s an ongoing battle, much like a Whac-A-Mole game. You might remove your data once, only for it to resurface again soon after.
That’s because data brokers are always looking for information online. If they find your data—like in public records, on old websites or forums—they’ll quickly collect it and use it to build a new profile on you.
Lastly, the monthly option gives you limited access to Incogni’s full potential.
The annual subscription gives you access to all four of our plans:
Standard: The basic option for one person
Unlimited: Standard + custom removals
Family: The basic option for up to 5 members
Family Unlimited: Family + custom removals for each member.
All prices and plan names are current as of 15 April, 2025, based on information published at incogni.com.
Plans and features
Standard & Family ✔️ Automated removal from 270+ data brokers ✔️ Detailed dashboard ✔️ Multiple emails, phone numbers, and addresses ✔️ 24/7 support
Unlimited & Unlimited Family Everything from Standard, plus: ✔️ Unlimited custom removals from across the web* ✔️ Human support for complex removals
*Subject to eligibility
Subscription options
✔️ Monthly (only for Standard and Family plans) ✔️ Annual ❌ Biannual
Family or group plans
✔️ Family plan (up to 5 users)
Discounts & promotions
✔️ Student, graduate, military, and more
The Unlimited plan is a true game-changer in the industry.
While other removal services, like Optery and DeleteMe, offer similar features, there’s one key difference that sets ours apart: we don’t limit you to just people search sites.
Instead, you can simply send us a link to almost any website on the internet.
Why almost? Your information has to be exposed in a way that’s not explicitly required by law, like in the case of public records.
The Custom Removals service, therefore, doesn’t apply to government websites. It also generally doesn’t apply to forums, social media platforms, and similar sites.
But aside from that—whether it’s a data broker or not—you can request removal and we’ll do our best to make it happen.
Why does this matter so much?
Because data brokers use the personal information they find online to build detailed profiles on you in their databases.
Even small or old websites—like niche blogs, forums, and online stores—can become sources of information.
By regularly removing your personal data from the internet, you make it harder for data brokers to find it—and harder for them to sell or share it.
Ease of cancellation & refunds
In short:
Incogni doesn’t offer a free trial but does provide a 30-day, money-back guarantee.
You can easily cancel anytime with a dedicated “cancel” button, and refunds are available within the first 30 days.
At this time, Incogni does not offer a free trial.
However, we do provide a 30-day, money-back guarantee if you’re not satisfied with our service—just contact Customer Support and let us know before the 30 days are up.
When it comes to subscription-renewal cancellation, we believe it should be simple and user-friendly. That’s why we added a “cancel” button to make the process effortless.
And if you change your mind? You can resume your subscription just as easily.
Free trial or money-back guarantee
❌ Free trial ✔️ 30-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 within the first 30 days of using the service
Features & functionality
In short:
Incogni lets you add multiple email addresses, phone numbers, and home addresses to scan for exposed personal data.
While regular plans cover one user, Family plans extend protection to up to five people—whether they’re relatives or not.
The service is currently web-based and includes a detailed dashboard to help you track data removal progress. A mobile app is also in the works and coming soon.
When it comes to our core functionality, we provide all the essential elements.
No matter which plan you choose, you can add multiple variations of the data you’d like us to use to search for your profiles, such as current and past home addresses.
However, we currently don’t support name variations, which means we can’t locate your profiles before and after a name change simultaneously—you’ll need to choose one version at a time.
You can update your name at any time, and we’ll start searching for the updated version. The catch is that we can only search for one version at a time right now.
Data points
▶️ Basic info ▶️ Address ▶️ Email ▶️ Phone number
Multiple data points
✔️ Home addresses ✔️ Email addresses ✔️ Phone numbers ❌ Name variations
Number of users per account
▶️ 1 user in the Standard & Ultimate plans ▶️ 5 users in the Family & Family Ultimate plans ❌ No option to add users above the limits of each plan
At the time of writing, our service is only available on the web—accessible through your browser—but we’ve already started working on a mobile app for you.
Additional features
✔️ Custom removals ✔️ Human privacy agent ✔️ DIY removals
Device support
✔️ Web ❌ Desktop ❌ Mobile (work in progress)
Compliance & geographic availability
In short:
Incogni offers international coverage under one plan, supporting users in 35 countries including the US, Canada, all 27 EU countries, the UK, and more.
There’s no need for separate regional plans, making it easy for people who live or work across borders to stay protected.
Incogni offers international coverage under a single plan.
Right now, we support users in 35 countries, including the US, all 27 EU nations, Canada, and more.
Unlike other major data removal services, you don’t need to buy separate plans to stay protected from data brokers operating in different countries.
It’s especially helpful for people who live or work across borders—like between the US, Canada, and the EU—whether for business or personal reasons.
To make that possible, we’re expanding our network of data brokers and leveraging a range of privacy laws—from the CCPA to the GDPR—to ensure our requests carry legal weight everywhere we operate.
Geographic availability
✔️ US ✔️ 27 EU countries ✔️ Canada ✔️ UK ✔️ Switzerland ✔️ Iceland ✔️ Norway ✔️ Lichtenstein ✔️ Isle of Man
Data removal process
In short:
Incogni offers automated and custom data removals.
Automated removals cover 270+ data brokers, while custom removals let you request data removal from almost any website, not just data brokers.
Users get monthly privacy reports and a detailed dashboard to track progress.
Incogni offers three types of data removal services:
Manual Removals: You handle the process yourself. We provide tutorials on how to opt out of people search sites. This option is available to everyone and doesn’t require an account but is limited to public data brokers only.
Automated Removals: We send data removal requests on your behalf to up to 270+ people search sites and private data brokers. These requests are automated and require no action from you. This option is available with all plans.
Custom Removals: You can request removals from specific data brokers and other websites. We’ll handle the opt-out process for you, but you’ll need to request each removal individually, as this is not automated.
▶️ Automated removals are started the very moment you set up your account ▶️ Custom removals are available after subscribing but you need to submit a request first for the process to take off
First effects
⌛ 1–5 weeks after the first round of removal requests
Recurring scans
⌛ Every 60 days for people search sites ⌛ Every 90 days for private-database brokers
Notifications and reports
✔️ Monthly privacy reports ✔️ A dashboard with details regarding removals
How Incogni’s removal process works
We search for your profiles on people search sites
We only use the minimum info needed—like your name or email—to start searching.
For better accuracy, you can add more details like:
A past address
An alternate email
A different phone number
These extras help us find and remove more of your exposed data.
At the same time, we reach out to private-database brokers
When it comes to private-database brokers, things get trickier.
Their databases aren’t public, and we can’t access them. That means we can’t search them the same way we do with people search sites.
Instead, we send them a formal request asking:
If they have any data on you
If so, to remove it immediately
Then, to officially confirm the removal.
We only work with trusted brokers
To protect your data, we carefully review each broker before working with them.
We only deal with those private-database brokers who follow the law and respect our removal requests—so your data won’t be stored, sold, or shared for any reason other than processing your opt-out request.
Removing your info from private brokers takes more time and isn’t as transparent as with public sites—but it’s still the best way to protect your data long-term.
We keep checking for your data
Removing your data once isn’t enough—it often shows up again.
That’s why we run regular follow-up scans to make sure your personal info hasn’t been added back to the sites or brokers we monitor.
If we find your data again, we automatically send a new removal request—no extra work needed on your end.
This ongoing monitoring is key to keeping your information off the web for good, not just temporarily.
Customer support & user experience
In short:
Incogni’s customer support is available 24/7, offering email assistance to unregistered users and live chat to registered users.
Support is also accessible through FAQs, social media, web forms, and the Incogni Reddit community.
For unregistered users, Incogni offers email support exclusively, but customer support representatives typically respond within 24 hours.
Once you open an account and become an active user, you can additionally reach out to the customer support via live chat.
Here’s a closer look at the support Incogni offers.
Support availability
🕛 24/7
Support channels
✔️ FAQs ✔️ Email ✔️ Social media ✔️ Web form ✔️ Live chat (for registered users) ❌ Phone
Community forums
✔️ Reddit
Additional features & bundled services
In short:
Incogni on its own is focused on data removal and doesn’t include extra features.
However, when bundled with Surfshark One+ or NordVPN Ultra, you get additional tools like aliased emails, a VPN, antivirus protection, and a password manager.
Incogni is a standalone product, but you can also get it in a package with other services, like Surfshark or NordVPN.
Incogni has received high ratings from both experts and customers, including a 4.4/5 Trustpilot score based on nearly 2,000 reviews and strong reviews from respected outlets like PCMag and TechRadar.
Incogni is praised for its value and reliable service, making it one of the most trusted data removal solutions available.
Incogni consistently receives overwhelmingly positive reviews from nearly all privacy and tech-focused outlets, including PCMag and TechRadar.
Our service is most often praised for its excellent value—one of the most affordable data removal solutions available, without compromising on top-tier performance.
But what we’re most proud of isn’t just the expert reviews. It’s the feedback from our customers that truly sets Incogni apart.
Our Trustpilot page has already gathered nearly 2,000 reviews with an average rating of 4.4. That might not seem extraordinary at first glance—but it’s actually quite the achievement.
Why? Because competing services like Optery and DeleteMe have similar ratings (4.4 and 4.5, respectively), but with far fewer reviews—under 200.
When the review count is low, it’s much easier for the rating to be inflated. A 4.4 average across nearly 2,000 reviews reflects consistent, reliable performance and genuine customer satisfaction.
