Incogni Review
Incogni focuses on removing your data from people-finder sites to help reduce your digital footprint. In this Incogni review, I take a close look at this top data removal tool to test how effective it is at helping you reclaim your privacy from data brokers and determine whether it’s worth the cost. Incogni at a...
Key Takeaways: What Is Incogni & Is It Good to Use?
- Incogni is a data removal service developed by Surfshark that automatically sends opt-out requests to hundreds of data brokers on your behalf.
- Incogni helps you regain control of your personal information online, reducing the availability of your data on broker databases and lowering the risk of spam, identity theft and doxxing.
- Based on my tests, Incogni is an effective, affordable and user-friendly tool for protecting your digital privacy.
Top Use Cases for Incogni:
- Removing data from data broker lists: This helps cut down on unwanted marketing, spam emails and calls, and online profiling.
- Reducing the risk of identity theft: Exposure of sensitive data like addresses, phone numbers and financial information is limited.
- Protecting against doxxing and online harassment: It’s more difficult for malicious actors to access your private data and use it to harass you.
Incogni focuses on removing your data from people-finder sites to help reduce your digital footprint. In this Incogni review, I take a close look at this top data removal tool to test how effective it is at helping you reclaim your privacy from data brokers and determine whether it’s worth the cost.
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02/16/2023 Facts checked
Updated the article to reflect Incogni’s new pricing.
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04/09/2023 Facts checked
Rewritten to include new information: Incogni no longer requires power of attorney from its users, has expanded its network of data brokers, and has streamlined the process for signing up and activating the service.
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09/22/2025 Facts checked
We’ve retested Incogni and rewritten the review with updated results on its effectiveness, ease of use, security, cost and customer support.
Incogni at a Glance
| Feature: | Details |
|---|---|
| Pricing from | per month (billed annually) |
| Money-back guarantee | Yes — 30 days |
| Available countries | U.S., Canada, U.K., Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, EU |
| Data brokers | 420+ on all plans |
| Coverage | 1 person (Standard/Unlimited) or up to 5 members (Family/Family Unlimited) |
| Custom removal requests | Yes — unlimited on Unlimited and Family Unlimited plans |
| Privacy reports | Yes — regular progress reports in the dashboard and via email |
| Recurring removals | Yes — ongoing, automatic follow-ups |
| Removal process duration | First results after 2 hours — typically takes 7-14 days, most requests fulfilled by ~45 days |
| Support channels | 24/7 live chat and email support |
| Cancellation | Cancel auto-renew anytime from your account — refunds only within 30 days of initial payment |
What Is Incogni & Who Is It For?
Incogni is a service developed by Surfshark that helps you remove personal data from data broker databases and people-search sites. It automates the opt-out process, sends and follows up on removal requests, and provides a dashboard for you to track responses. It’s ideal for reducing how much of your personal information is sold, shared or exposed online.
- Release date: January 2022
- Developer: Surfshark
- Owner: Surfshark
- Platforms: Web-based service — no desktop/mobile apps
- Operating systems: Browsers
- Notable features: Automated removal requests to more than 420 data brokers, follow-up removals, dashboard and progress/privacy reports
- Pricing: From (billed annually)
How Exposed Is Your Data?
If you’re not sure how exposed your data is or if you really need a service like Incogni, you can use this tool for a free scan for your personal data.
The Cloudwards Expert Opinion
I find Incogni to be one of the best data privacy services out there. It’s affordable, effective at reducing online exposure of personal data, backed by a trusted privacy company and takes the hassle out of contacting data brokers.
Incogni Pros & Cons
Features: How Does Incogni Work?
Incogni acts as your representative for contacting data brokers. You provide your personal details, and Incogni sends official data removal requests to brokers in its database. It then follows up on the data removal process and checks that your data has been deleted, relying on privacy laws like the GDPR and CCPA to enforce compliance.
What Types of Data Can Incogni Remove?
By filing opt-out requests with data brokers on your behalf, Incogni helps reduce the spread of the following types of data:
- Full names and aliases
- Current and past addresses
- Phone numbers
- Email addresses
- Date of birth and age
- Family members and relationships
- Employment history
- Education details
- Financial information
- Online identifiers (like social media handles and usernames)
- Sensitive categories (like political views, religious affiliation or health-related interests)
Key Incogni Features
Incogni is built on a set of core features that make data removal straightforward and effective:
- Automated opt-outs: Incogni automatically sends and manages deletion requests to more than 420 data brokers.
- Ongoing monitoring: After data removal, Incogni continuously checks for re-added data and resubmits requests as needed.
- Clear progress tracking: Regular reports and an easy-to-read dashboard show which removals have been completed and the ongoing status of pending requests.
- Custom Removals: Beyond just sending takedown requests to data brokers, Incogni also allows for custom removal requests, where you can submit any link and Incogni will try to get your personal information removed. This works for most websites, except governmental ones, social media sites, court records and publications about criminal proceedings.
Incogni Hands-On Testing & Performance
During my tests, Incogni proved to be an efficient data removal tool. Setup was quick, and within minutes the service had started to request data removal from dozens of data brokers and people-search sites. The dashboard clearly displayed data removal progress, including which data broker companies had already confirmed deletion.
Managing my personal data on the platform was just as simple — I could easily add or remove my details and make custom requests to specific data brokers. Within the first week, Incogni had contacted 46 brokers and logged 30 confirmed responses, saving me more than 22 hours of manual work.
How to Get Set Up With Incogni
Getting started with Incogni takes just a few minutes. Here’s how the process works:
- Create an Account
Go to Incogni’s website, sign up with your email address and purchase a plan.
- Provide Your Personal Details
Enter the information you want removed, like your name, phone numbers and email or home address.
- Sign the Authorization Form
You need to give Incogni legal permission to act on your behalf and send data removal requests to brokers.
- Track the Progress of Your Data Removal
Log in to the online dashboard to see which brokers have been contacted, monitor responses and view your activity log.
Incogni Customer Support Experience
Incogni’s customer support is top-tier, with 24/7 live chat, a comprehensive online knowledgebase and email ticketing for complex issues. I was impressed with how thorough and quick the responses to my questions were, taking just a couple of minutes for live chat and less than two hours for email.
Cost: How Much Is Incogni?
Incogni has three main subscription tiers: Standard, Family and Unlimited (with a Family Unlimited option). All plans have both monthly subscription and annual billing options.
I find the Standard annual plan to be the best choice for most users — it’s inexpensive, covers all essential features and provides enough protection for one person. If you want to try Incogni but aren’t sure about a long-term plan, a 30-day money-back guarantee is available for you to try out the service.
- 420+ data broker sites covered, Removal of multiple emails, addresses & phone numbers, Recurring removals
- 420+ data broker sites covered, Removal of multiple emails, addresses & phone numbers, Recurring removals, 1,000+ additional sites covered, Unlimited custom removal requests
- 420+ data broker sites covered, Removal of multiple emails, addresses & phone numbers, Recurring removals, Up to 5 members, Family account management
- 420+ data broker sites covered, Removal of multiple emails, addresses & phone numbers, Recurring removals, 1,000+ additional sites covered, Unlimited custom removal requests, Up to 5 members, Family account management
Security: Is Incogni Safe & Private?
Incogni is a safe and legitimate service. It’s owned by Surfshark, which is well known for its VPN — read our full Surfshark VPN review to learn more — and follows strict data protection rules. Incogni collects the minimum information needed to process data removal, like your name, email and home address. Plus, Incogni encrypts all data during storage and transfer.
Alongside passing independent audits, Incogni is also accredited by the Better Business Bureau (BBB). This further underscores its legitimacy as a safe and reliable service.
I like that the privacy policy is transparent, so it’s easy to understand which data Incogni collects and how long it retains that data. While Incogni can’t guarantee that every broker will comply with data removal requests (that depends on each broker’s response), you can rest assured that your information is secure while you’re using the Incogni platform.
My Methodology
To test Incogni, I signed up for the service and went through the full setup process, entering my personal details and authorizing Incogni to act on my behalf. I monitored how many data brokers the service contacted and how quickly it sent removal requests.
Over the course of a week, I tracked the removal process in the dashboard, assessing how easy it was to monitor removals in progress and completed removals. I also tested how simple it was to manage my information and how responsive and knowledgeable the customer support was through live chat and email.
Other Data Removal Services: Incogni Competitors
If you want to check out some alternatives to Incogni, two of the most popular options are DeleteMe and Aura:
- DeleteMe: Known for thorough manual removals, DeleteMe focuses on people-search sites and provides detailed reports — but it’s slower and more expensive than automated tools. Read our full DeleteMe review to learn more about the service.
- Aura: In addition to data removal tools, Aura includes extras like credit monitoring and identity theft protection and insurance, which may be appealing if you want broader coverage beyond data privacy.
The Verdict: Is Incogni Worth It?
Yes, Incogni is worth it — it’s a safe, affordable and effective way to reduce the amount of information that data brokers gather on you. It’s simple to set up, and it automates a process that would otherwise take many hours to complete. As such, it’s one of the best data removal services currently available.
Have you ever tried to remove your data manually? Do you think removal services are worth paying for, or do you prefer to handle data removal yourself? Have you used a service like Incogni or any of its competitors before? Let me know in the comments, and thank you for reading.
FAQ: Is Incogni Good?
Yes, Incogni is a legitimate service developed by Surfshark and accredited by the Better Business Bureau (BBB). It operates under major privacy laws to simplify data removal and improve your data privacy.
Yes, Incogni is worth it if you want an affordable and time-saving way to reduce your digital footprint.