Is Incogni Worth It In 2026? What To Know Before You Sign Up

Can Incogni Provide True Online Privacy and Safety?

Incogni helps users improve their online privacy by removing personal information from some data broker lists and people search sites — websites that scrape and sell your personal details to marketers, government agencies, and even scammers. 

While Incogni’s services can help reduce the amount of information that’s publicly available about you, there are fundamental flaws to its approach (which is the case with all dedicated data broker removal tools) that could leave you vulnerable to online scams and privacy risks.

• Lack of comprehensive data removal. Privacy Rights Clearinghouse has identified at least 750 unique data brokers in the United States alone. Incogni only automates removal of data from a maximum of 421 data broker sites.
• No protection against data breaches. More than 3,000 data breaches leaked the sensitive information of over 275 million Americans to the dark web last year alone. Incogni offers no warnings or protection from information leaked on the dark web.
• Lack of fraud and scam protection features. According to the Federal Trade Commission (FTC), Americans lost $15.9 billion to fraud in 2025. Incogni can’t protect you if someone uses your information against you.

Incogni's data removal service offers plenty of value for some people, but it can lead to a false sense of security if you're expecting an all-in-one data privacy and online safety solution. Before you sign up, it's important to know what you will and won't get from Incogni.

Is Incogni Worth It in 2026? Features, Plans, and Pros and Cons

Incogni was launched in 2021 by the team at VPN maker Surfshark to help people regain some control over their personal data by automating the often arduous process of submitting data removal requests to data brokers.

Incogni does this by taking advantage of data privacy laws, including the EU’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Incogni offers two main plan types — Standard and Ultimate — with options to cover individuals and families. Both plans include automated data removal from ~420 data brokers, with recurring scans to ensure that user data hasn’t been re-added to data broker databases. 

With the Ultimate plan, users get access to extended custom data removal requests from over 3,000 websites plus live phone support during business hours. Custom removals require that you either manually find and submit websites that are hosting your personal information or select a result from Incogni’s “scanner.” 

Incogni also recently added a “Protect” plan, which combines data removal services with identity theft protection, along with insurance provided by Coveron (previously NordProtect). 

Here’s a more detailed breakdown of some of the key features that come with Incogni’s plans:

Data broker and people search site removals

Incogni is one of the more extensive data removal services in the industry, offering automated removal from 421 data brokers and people search sites (even on the Standard plans). Users can add up to three emails, addresses, and phone numbers for removal, and Incogni will send out removal requests on their behalf. 

With a claim of over 245 million data removals completed, Incogni works, but the removal process isn't perfect. The service uses a “blind opt-out” method, which means it has no way of knowing what information was found or removed.

There are also some major data brokers and people search sites that Incogni doesn't cover, such as Whitepages.com, TruthFinder, and Intelius. 

Custom removal requests

For Unlimited plan members, Incogni provides custom removal requests for information on websites not covered by its automated service. While this extends the coverage to more than 3,000 websites, there's some work involved to get your information removed. 

You can either manually submit links for custom removal on the Incogni dashboard, or you can go through the exposures revealed by Incogni's scans and opt for custom removal there. 

Regular rescans and progress dashboard 

After sending out the initial opt-out requests to the websites on its automated list, Incogni provides a progress report on the user dashboard. It shows you the brokers that have completed the request, those that are currently in progress, and those that have been added to a suppression list. 

Incogni will continue to monitor and rescan people search sites every 60 days and data brokers every 90 days in case the information is relisted.

“24/7" support

Incogni boasts 24/7 support on all its plans, but this really only includes round-the-clock live chat and email support with a 24-hour response time. If you want phone support, you need to pay for the Ultimate plan, which will give you access to an agent in real time during the hours of 7AM to 3PM PST (10AM to 6PM EST), according to customer support. 

Optional identity theft protection from Coveron

For those looking for additional protection, Incogni offers a plan that couples its services with Coveron — an identity theft protection provider previously known as NordProtect. 

While this gives Incogni users some security to combat how their data can be used against them, it comes with a high price tag — and limited features (when compared to other similar services). Perhaps most interesting is that at a cost of nearly $250/year, the Incogni Protect plan is nearly double the price of Coveron’s Platinum plan, which comes with Incogni. 

How Much Does Incogni Cost? 

Incogni plans range in price from $15.98 to $45.98/month (for monthly plans) or $95 to $275/year (for annual plans), making it a slightly more expensive data broker removal option. While there is no free trial, all plans include a 30-day money-back guarantee. 

Here’s a breakdown of Incogni’s plans and pricing (as of June 2026):

The bottom line: Incogni charges a premium for its services — more than many other data broker removal services — and even more than all-in-one online privacy and safety providers, such as Aura. Do you want to see how Aura compares to Incogni? Read our guide.

What Are the Downsides and Limitations of Using Incogni?

Incogni offers strong data removal services, but it lacks protection against some of the biggest online fraud concerns, such as data breaches that leak information to the dark web, as well as fraudsters using stolen information for identity theft, and never-ending spam and scam messages.

Here are some of the downsides you should consider before committing to Incogni:

• Expensive data removal. With plans costing between ~$100 and $180 for annual subscriptions, Incogni's data removal services cost as much as or more than many top identity theft protection providers like Aura, which offer fraud monitoring, digital security, identity theft insurance, and data removal.
• Slower custom removals. Incogni says custom removal requests should take a maximum of 45 days; however, users on Reddit claim that it took months to complete or didn’t go through at all (despite Incogni claiming the removal was “resolved”). 
• Major brokers not included in automated service. By not including many major brokers and people search sites, Incogni puts users in a difficult position. Either they sign up for the Ultimate plan and request custom removals for these sites, or live with the fact that their information will never be truly cleared. 
• Never-ending cycle. Even if data brokers remove your information, there's no stopping them from re-adding the information later on. While Incogni sends out new removal requests every 60 to 90 days, you're locked into a lifetime subscription service if you want to ensure that your data stays private. 
• “Blind” opt-out method. Before submitting automated opt-out requests, Incogni doesn’t actually check data broker lists to see if they have your information. This means that Incogni can’t be sure what (if any) data was removed. In the worst case scenario, it could also mean that Incogni might inadvertently give data brokers your information.
• Limited support. For most users, Incogni's 24/7 support only includes its live chat tool. There's email support, but getting a response can take up to 24 hours. Phone support is available to Ultimate users, but that's not 24/7 either (support hours are 10AM to 6PM EST). 
• Premium price for basic fraud protection. On its Protect plan, Incogni offers some fraud protection via its partnership with Coveron. But with a price tag of nearly $250/year, which only includes one-bureau credit monitoring and dark web monitoring of 10 assets, the cost may be hard to justify.

Is Aura Better Than Incogni? 

It’s hard to compare Aura and Incogni directly, as both companies take different approaches to online safety and privacy. 

While Incogni provides automated removal from more data brokers, Aura combines data removal from 200+ data brokers with award-winning identity theft protection, three-bureau credit monitoring, digital security, up to $5 million in identity theft insurance coverage, and 24/7 U.S.-based support. 

Incogni’s singular focus on data broker removal means that customers have to sign up for multiple tools — or pay a premium for its “Protection” plan — to get even close to receiving the same coverage that Aura supplies. 

Here's a head-to-head comparison of the core features offered by Aura and Incogni (using the Unlimited plan):

The bottom line is that you should choose Aura over Incogni if you want: 

• Extensive dark web monitoring. Aura monitors the dark web for your most sensitive information — over 260 pieces of personal data — and warns you if it's been leaked. 
• Three-bureau credit monitoring with the industry’s fastest fraud alerts³. If scammers use your information to take out loans, open accounts, or apply for credit, Aura will alert you in near real time. 
• Scam and phishing protection. Aura offers Safe Browsing tools that block you from visiting malicious websites, as well as AI-powered protection from phishing emails, texts, and phone calls.
• A full suite of cybersecurity tools. To protect your devices and personal information, Aura provides antivirus software, a military-grade virtual private network (VPN), and a password manager.
• Up to $5 million in identity theft insurance. Every adult member on an Aura plan qualifies for up to $1 million in coverage for eligible losses and expenses resulting from identity theft. 
• 24/7 U.S.-based support via phone, email, and chat. Aura offers round-the-clock access to a team of U.S.-based fraud remediation specialists available by phone, email, and live chat. 

Incogni is one of the better personal data removal services, but it only solves one small piece of a much larger online privacy issue. 

Effective online privacy and safety requires a multi-pronged approach that combines preventative, protective, and responsive measures. With Aura, you get more comprehensive protection, faster alerts, generous insurance coverage, family safety features, and support when you need it most.