Aura vs Incogni: Which Performs Best? (September 2025)

Think of Aura as the all-in-one security system for your digital life — it handles everything from ID theft and credit monitoring to VPN, antivirus, and kicking data brokers to the curb. Incogni? It’s the laser-focused specialist, zeroing in on one mission: Scrubbing your info from sketchy broker sites with speed and efficiency.

So, who handles your digital footprint better? We dove in to compare them side by side, looking at real coverage, ease of use, ongoing monitoring, and the actual impact on your personal data. Plus, we factored in what everyday users are saying — not just the marketing hype.

And wait until you see all the bonus security tools Aura throws in for free — jump to extras.

Stick around to see how these two stack up — and which one truly delivers peace of mind for your online privacy.

	Aura	Incogni
Website	Aura.com	Incogni.com
Core identity protection features	Automated data broker removal (130+ sites) bundled with VPN, antivirus, and password manager	Automatic data removal from over 420+ data brokers and people search sites
Pricing	$12 – $32/month ($9 with coupon)	$7.99 – $31.98/month
Money-back guarantee	60 days	30 days
24/7 customer support	Yes	No
Best deal	68% Off Coupon >	50% Off Coupon >

Highlights for our Aura and Incogni comparison

• Aura’s strength is in bundling: Data removal is just one part of a broader suite of security tools, making it a solid choice for users who want to simplify their online safety in one dashboard.

• Meanwhile, Incogni keeps things simple and focused, automatically removing your personal data from data broker sites by leveraging privacy laws — fast, easy, and budget-friendly.

• Want to save while protecting your privacy? Grab 68% off Aura or 50% off Incogni with these exclusive coupons.

• In a rush? Jump to our final verdict to see which one we’d choose and why.

Aura vs Incogni: How do these two services differ?

Both Aura and Incogni want to keep your personal data out of the wrong hands, but they go about it in completely different ways: Aura bundles it all, while Incogni specializes in pure data scrubbing.

Aura’s data removal: More than just a cleanup crew

Starting price	$12 ($9 with coupon)
Data broker coverage	133+ (no custom requests)
Availability	US-only
Extra security and privacy features	Identity theft protection, VPN, antivirus, password manager, credit monitoring, parental controls, and $1M insurance per person
Best deal	68% Off Coupon >

Aura hunts down your personal details hiding on 130+ data brokers and people-search sites, then files opt-out requests automatically so you don’t have to. Even better, it doesn’t stop after one sweep — Aura keeps re-scanning and re-submitting requests, because data brokers are sneaky and love to re-list your info.

We also liked that Aura tackles Google search results, too, which means sensitive details are harder to stumble across in a quick online search. To keep things transparent, you get a clear dashboard that shows which removals are in progress, which are done, and which are still pending. And over time, as your information disappears from broker databases, you’ll notice something refreshing: Fewer robocalls, less spam, and way less junk mail clogging your life.

Of course, Aura doesn’t stop at data removal. Since it’s bundled into Aura’s all-in-one security suite, you also get extras like dark web monitoring, three-bureau credit alerts, a VPN, antivirus, and even a password manager. It’s like getting the data-removal job done while also having a full security team on standby.

The family plans are worth a mention too. They cover couples and households, with parental controls to keep kids safe online and even child identity protection for young Social Security numbers. That’s something you won’t get from a data-removal-only service.

The tradeoff? Aura covers fewer broker sites than niche tools like Incogni or DeleteMe, which sometimes monitor hundreds more. But if you’d rather have one powerful dashboard that removes your data and protects you from fraud, hacks, and identity theft, Aura’s all-in-one approach is hard to beat.

See the latest Aura prices and deals.

Incogni: Automated data removal that actually works

Starting price	$7.99/month
Data broker coverage	420+ (1,420+ with custom requests)
Availability	US, Canada, the UK, the Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, and all of the EU
Extra security and privacy features	Focused solely on automated data broker removals
Best deal	55% Off Coupon >

Incogni is all about one thing: Wiping your personal data off shady broker sites. These brokers scoop up details like your name, address, and browsing habits, then sell them without your say-so. Incogni fights back by firing off opt-out requests on your behalf — and doesn’t stop there. It keeps circling back until your data is confirmed removed.

But it doesn’t stop there. Incogni uses smart algorithms to figure out which brokers are most likely to have your info, based on what they collect and where you live — and then sends new removal requests on autopilot. It’s a set-it-and-forget-it kind of deal that keeps working in the background without you lifting a finger.

And it’s not just asking nicely. Incogni leans hard on real privacy laws like GDPR and CCPA to force data brokers to comply. These laws give you the legal right to be forgotten, and Incogni ensures those brokers remember that. You can follow your data’s journey through a clean, user-friendly dashboard that shows which brokers are still pending and which have wiped your info clean – see how easy Incogni is to use!

Bottom line? Incogni takes the hassle out of data cleanup. It handles everything behind the scenes, giving you a simple way to reclaim your privacy, again and again.

Background check: Is Aura or Incogni more trustworthy?

When it comes to privacy, trust is everything. So let’s take a closer look at Aura and Incogni — who they are, what they offer, and how they stack up with users.

Aura overview

Let’s kick things off with a quick peek at Aura’s standout features, pricing, and the goodies you get right out of the gate.

Aura was founded in 2014 by Hari Ravichandran after he fell victim to identity theft himself, so protecting your personal data isn’t just business, it’s personal. Fast-forward to today, and Aura is guarding the digital lives of over a million people worldwide, working to make the internet a safer space for everyone.

Its top-tier protection hasn’t gone unnoticed, either. Aura has racked up praise from the Mom’s Choice Awards, Inc. Magazine, and Forbes, and boasts a 4.3 TrustScore on Trustpilot, with 85% of users giving it a perfect 5 stars. Clearly, customers are feeling the love.

Since acquiring Identity Guard, Aura’s expanded its lineup with tailored plans for individuals, couples, and families. You’ll get perks like tri-bureau credit monitoring and white-glove fraud resolution, but the family plan shines, with parental controls and up to $5 million in coverage.

Time to see what Incogni’s all about.

Incogni overview

Here’s a fast snapshot of Incogni’s main perks, pricing, and what you get as soon as you sign up.

Incogni keeps things simple: its mission is to wipe your info off the web, and it actually shows you where it’s working its magic. No guesswork — just clean, clear progress.

It’s powered by Surfshark, the same team behind one of the most trusted VPNs out there. That partnership gives Incogni some serious street cred. Headquartered in the Netherlands, Incogni brings together a sharp privacy-focused team that’s all about keeping your data safe and out of the wrong hands.

One thing that really sets Incogni apart is trust. Its data removal process isn’t just a nice marketing claim — it’s been independently verified by Deloitte. That means every removal request, follow-up, and confirmation is backed up by an external audit, giving you extra confidence that the service delivers on its promises.

Incogni has also garnered industry recognition. In 2024, it won the Most Innovative Personal Data Management Tool award at the Security Awards hosted by Corporate Vision, a recognition of its ability to empower everyday users to take back control of their personal data.

Incogni isn’t just effective — it’s earning trust where it matters most: with real users. On Trustpilot, it holds a strong 4.4 out of 5 rating based on more than 2,000 reviews, with over 70% of users giving it a full five stars. Many highlight how quickly spam calls and junk emails drop once Incogni gets to work, and they appreciate the frequent progress updates that show exactly what’s happening behind the scenes.

Put simply, Incogni delivers on its promise: Fast, efficient, and refreshingly easy to use for anyone ready to clean up their digital footprint.

Time to zoom in on what really matters: How Aura and Incogni stack up in features, effectiveness, and overall bang for your buck in the fight for online privacy.

Aura’s everything-in-one platform for privacy and security

Aura covers all the bases — here’s what their all-in-one privacy shield includes:

• Identity theft protection – Aura constantly keeps an eye on your personal and financial info, alerting you to anything shady before identity thieves can make their move.

• Dark web monitoring – If your data ends up in the dark corners of the internet, Aura spots it fast and lets you know before the bad guys can do any damage.

• Credit monitoring – Aura watches over your credit reports from all three major bureaus and sends you a heads-up if something looks off or suspicious.

• Data removal – Aura doesn’t just protect your data — it actively removes it from over 80 data broker sites, so your private details don’t end up floating around online.

• Antivirus software – Stay safe from malware, ransomware, and other digital nasties with Aura’s powerful antivirus tools built right in.

• VPN protection – Whether you're at home or on public Wi-Fi, Aura’s military-grade VPN keeps your online activity encrypted and completely private.

• Parental controls – Help your kids stay safe online with smart parental controls that let you manage screen time and monitor what they’re up to.

• Fraud alerts – Get real-time fraud alerts the moment anything fishy happens with your info, so you can act fast and shut it down.

• Insurance coverage – If identity theft strikes, Aura’s got your back with up to $1 million in coverage for recovery costs — or up to $5 million with a family plan.

• Public record tracking – Aura monitors public records for any unauthorized use of your personal information, helping to protect your identity from misuse.

• Home title monitoring – This feature protects against home title fraud by monitoring changes to your property’s title and alerting you to any suspicious activity.

See all Aura features here >

In a nutshell, Aura is your all-in-one privacy buddy — now even stronger with Identity Guard under its wing. Let’s peel back the layers and see what makes Aura stand out in the busy world of online protection!

Home base security: Shielding your family on the web

Aura’s data removal service isn’t just for individuals — families get the same protection, too. Its automated system scrubs personal information from over 130 data broker sites and keeps re-checking so your details don’t creep back online. With Aura’s family plan, up to five adults and unlimited kids are covered under one roof, making it easier to guard everyone’s privacy in one go.

On top of data removal, Aura layers in family-focused extras. Parental controls let you set healthy limits, track online activity, and even get safe gaming alerts to flag sketchy behavior in multiplayer games. A newer iOS-exclusive feature, Online Balance, goes a step further by spotting changes in your child’s digital habits that might signal shifts in their well-being — complete with conversation tips to help you stay connected.

You also get home title monitoring to flag sketchy changes to your property records and public record tracking to watch for identity misuse. Plus, Aura plays nice with other privacy tools, like secure messaging apps and private search engines, to help you build a full fortress around your family’s digital life. It’s smart, thoughtful, and seriously parent-friendly.

Beyond the basics: What else you get with Aura

Aura’s data removal service is the star, but the story doesn’t stop there. Aura bundles that remove power with a full suite of extras designed to lock down your entire digital life.

You get antivirus protection for up to 10 devices, plus a military-grade VPN with 100+ virtual locations so you can browse and stream securely from anywhere. Safe browsing extension keeps you away from scammy sites, while the password manager helps you create and store strong passwords across devices.

Vault is like your private digital lockbox — perfect for storing files and sharing them with family. Aura also helps you disappear from people search sites by sending data removal requests, cutting down on spam and scams.

To keep things even quieter, anti-track and ad blocker tools stop trackers and ads in their tracks. Email Aliases hide your real address, and with spam call protection (family plan or add-on), AI filters out robocalls and phone scams before they reach you.

Aura's weak spots: Small stuff, but worth noting

Aura’s data removal service is strong, but it’s not flawless. Coverage sits at just over 130 broker sites, which is solid — but still slimmer than what specialists like Incogni or DeleteMe tackle. And since Aura doesn’t support custom removal requests, power users might feel a bit boxed in.

Then there’s price. Aura isn’t exactly bargain-bin, and if your only goal is scrubbing your data off broker lists, you might be paying for more tools than you’ll use. But here’s the flip side: Aura rolls removals together with credit and dark web monitoring, antivirus, VPN, parental controls, and even up to $5 million in family identity theft insurance. That’s a hefty bundle in exchange for the higher monthly tag.

So, what’s the takeaway? If all you want is raw coverage, a specialist service may suit you better. But if you’d rather keep removals tied neatly into a bigger digital safety net, Aura makes the trade-off feel worthwhile.

How Incogni simplifies data broker opt-out for you

We like how Incogni keeps things simple and focused — just data removal, done right. The moment you sign up, it starts sending opt-out requests to 420+ data brokers on your behalf. Most respond within a week, and if they drag their feet, Incogni follows up and keeps you in the loop with weekly updates. It’s a hassle-free way to take back control of your info.

One of the standout perks is Incogni’s UI — your personal control center to manage data removal requests, track their progress, and even check out broker ratings. Behind the scenes, Incogni’s smart algorithm predicts which brokers have your info and sends out removal requests automatically, making the whole process feel almost effortless.

When it comes to pricing, Incogni keeps it simple and wallet-friendly: Just $7.99 a month on an annual plan, or $15.98 month-to-month — a solid deal for anyone serious about taking back control of their digital privacy.

Ready to see how Incogni’s laser-focused approach handles your privacy and what that means if you want a no-nonsense solution? Let’s jump in!

Incogni vs data brokers: The legal muscle behind data removal

Incogni doesn’t just ask data brokers nicely — it calls in the big guns by using privacy laws like the CCPA, GDPR, and Canada’s PIPEDA to demand that your personal info gets wiped from their databases. Thanks to these regulations, data removal isn’t just a polite request; it’s a legal requirement.

While these laws mainly cover specific regions, data brokers often comply even if you’re not from those areas. Right now, Incogni supports users in the US, UK, Canada, Switzerland, and the EU.

That said, companies still try to drag their feet, making the removal process slow and frustrating. Luckily, Incogni’s legal leverage cuts through the red tape, turning this into a much smoother and more effective way to clean up your digital footprint.

Incogni’s custom cleanup

One of Incogni’s standout tricks is its custom removals. Instead of limiting you to its standard list of 420+ brokers, the premium “Unlimited” plan opens the door to a much wider sweep — over 1,000 extra domains that have already been tackled through this feature. That bumps Incogni’s reach to around 1,420 sites in total, which is huge.

The way it works is simple: Log in to your dashboard, head to the Custom Removals tab, and drop in any URL where your info is showing up. From there, Incogni’s privacy team reviews it and, if eligible, kicks off the removal process. It can take a few weeks (sometimes up to 45 days), but for sites that slip through the cracks of traditional services, it’s a powerful safety net.

We like this feature because it gives you extra control without the hassle of chasing brokers yourself. If your info still pops up after using other tools, Incogni helps tie up those loose ends with expert support.

What Incogni doesn’t do (and why it still works)

Incogni shines when it comes to scrubbing your data off broker sites — but it’s not trying to be your all-in-one privacy solution. You won’t find secure email, real-time alerts, or deep-dive privacy reports here.

That’s by design. Incogni sticks to what it does best: automated data removal backed by privacy laws. If you’re after broader coverage, you might need to pair it with a more full-service tool like Aura or Identity Guard.

Ease of use: Which one’s smoother — Aura or Incogni?

Great features don’t mean much if you can’t find them. That’s why we looked beyond the bells and whistles and zeroed in on what it’s actually like to use Aura and Incogni — from setting things up to getting help when you need it.

We tested both platforms to see how intuitive they are, how fast you can get answers, and how smooth the ride is from signup to support. Let’s break it down.

Curious which one gives you more value for your money? Jump to the pricing and plans comparison.

User interface and accessibility

Aura doesn’t just sit back and hope your data disappears — it actively goes after it. Its automated system scans over 130 data broker and people-search sites, sending removal requests on your behalf and following up regularly to make sure your info stays off their lists. Think of it as a persistent digital cleanup crew that keeps working in the background so you don’t have to.

The dashboard makes it easy to track what’s been removed, what’s in progress, and what’s pending. You’ll see clear updates on how your requests are handled, giving you transparency and peace of mind.

That said, juggling multiple apps and browser extensions can feel a bit clunky compared to all-in-one platforms. But on the flip side, you’re getting a ton of tools — including parental controls, home title monitoring, public records tracking, and up to $5 million in identity theft insurance.

Incogni keeps things refreshingly simple. Its dashboard focuses on one job: managing your data removal requests. You can check their status, see which brokers have your info, and track progress in real time. The platform is browser-based and works across Windows, macOS, Android, iOS, and even Linux — plus Chrome and Firefox extensions for extra privacy on the go.

If you want a full suite of digital protection and don’t mind juggling a couple of apps, Aura delivers. But for a simple, hands-off way to disappear from data broker lists, Incogni takes the lead.

Customer support service

When it comes to customer support, both providers offer a similar level of service:

Incogni	Aura
✅24/7 Live Support ✅Email ✅Live chat ️✅Social media ️✅Web form ️✅FAQs / Help desk	✅24/7 Live Support ✅Email ✅Live chat ️✅Social media ️✅Web form ️✅FAQs / Help desk

Aura pulls ahead with its 24/7, US-based team available via phone, email, and live chat. Whether it's a quick question or a bigger issue, you can count on a real person to help, anytime — and that peace of mind makes a big difference.

In addition to a helpful 24/7 customer support, Incogni also knocks it out of the ballpark with their well-organized help center. They also respond publicly to reviews, which shows they’re listening, just not in real time.

Pricing plans: Which one gives you more for your money?

Aura makes choosing a protection plan surprisingly simple, offering well-rounded options for individuals, couples, and families, plus a special plan just for kids:

Aura plans	Individual	Couple	Family
1-month	$12/month	$20/month	$30/month
1-year	$9/month	$17/month	$25/month

Deal: Get 68% discount on Aura's yearly plans >

As you can see, there's a plan for everyone. The individual plan, for instance, is great if you're flying solo. With it, you get $1 million in identity theft insurance, protection for ten devices, and security bells and whistles, such as an antivirus, a VPN, a password manager, instant credit lock, and removal from people search sites.

The couple plan doubles everything and adds extras like spam call protection and title home monitoring, whereas a family plan extends the coverage to 50 devices and allows for 5 adult accounts. As an extra, you also get full parental controls powered by Circle.

Looking to wipe your data trail, but don't require any of the extras? Then Incogni is everything you'll ever need.

Here’s how its plans stack up:

Duration	Standard	Unlimited	Family	Family Unlimited
1-year	$7.99/month	$14.99/month	$15.99/month	$22.99/month
1-month	$15.98/month	N/A*	$31.98/month	N/A*

In addition to the ‘Standard' plan, which provides a solid data removal service and allows users to wipe their data from 420+ brokers, the ‘Unlimited' tier allows for unlimited custom requests aided by human privacy experts.

If you need to protect your family members, Incogni offers family versions of both plans.

All plans come with a 30-day money-back guarantee, allowing users to try the service risk-free. Additionally, Incogni can be bundled with Surfshark One+ for more powerful digital protection.

Aura vs Incogni: Which privacy tool is right for you?

So, Aura or Incogni? It depends on what you're after. Aura packs in full-scale security (from credit monitoring to data broker opt-outs), with support on standby 24/7. It’s a premium pick for those who want all-in-one protection.

Incogni, on the flip side, keeps it simple and sharp. Its automated data removal is perfect if you're privacy-conscious, live in a region with strong laws, or just want a low-fuss, budget-friendly fix.

Still unsure? Let’s break it down in more detail below.

Who should choose Aura?

Aura shines if you’re looking for more than just the basics. Its data broker removal service helps scrub your details from people-search sites, cutting down on spam, scams, and unwanted exposure. But it doesn’t stop there — here’s who will get the most out of Aura:

• Privacy-focused individuals and families who want their info actively removed from data brokers, plus identity theft and dark web monitoring.
• Anyone who likes all-in-one protection, with VPN, antivirus, and a password manager bundled together.
• Families who need parental controls, screen-time insights, and gaming alerts to help kids stay safer online.
• People who want peace of mind backed by up to $5 million in identity theft insurance.

If you want a tool that covers removals and every other corner of your digital life, Aura is hard to beat.

Sounds like your kind of setup? Grab the coupon below and get started with big savings.

Who should choose Incogni?

If you're laser-focused on scrubbing your personal data from the internet without the extra frills, Incogni’s got you covered. It’s built for privacy minimalists who want max results with zero hassle.

Even though Aura offers data removal services, its network is fairly small (130+ brokers) and will only effectively target people search sites. With Incogni, you get the full package, as you can see in this table:

Incogni	Aura
✅People search sites ✅Marketing data brokers ✅Risk mitigation brokers ️✅Recruitment data brokers ️✅Financial information brokers	✅People search sites ✅Marketing data brokers ❌Risk mitigation brokers ❌Recruitment data brokers ❌Financial information brokers

• Anyone who wants their personal info off data broker lists — fast, automatically, and continuously.

• People who prefer a no-fuss, budget-friendly tool that does one thing really well: data removal.

• Busy folks who want a fully hands-off experience while Incogni handles requests and follow-ups behind the scenes.

Sounds like your kind of setup? Grab the coupon below and get started with big savings.

Other comparisons on CyberInsider:

• Aura vs LifeLock
• Aura vs Experian IdentityWorks
• IDShield vs Aura
• Aura vs McAfee
• Aura vs NordProtect
• LifeLock vs IDShield
• Aura vs IdentityIQ
• Aura vs IDShield
• Identity Guard vs Aura
• Identity Guard vs LifeLock
• Identity Guard vs NordProtect
• LifeLock vs Experian Identity Works

Aura vs Incogni FAQ

What’s the difference between Aura and Incogni?

Aura blends data broker removal with a full security suite: ID theft monitoring, credit alerts, VPN, antivirus, and more. Incogni keeps things lean, specializing only in automated data removal for a simpler, no-frills approach.

Is Aura better than Incogni for privacy protection?

Depends on your goal. If you want all-in-one protection — data broker removal plus credit monitoring, VPN, antivirus, and identity theft insurance — Aura is the stronger pick. If you only care about scrubbing your info from broker lists, Incogni’s focused and budget-friendly approach wins.

Does Aura include data broker removal like Incogni?

Yes — Aura scans and removes your information from 130+ data broker sites as part of its all-in-one identity theft protection. You also get ongoing re-scans to keep your details off those lists, plus extras like credit monitoring, VPN, antivirus, and parental controls.

By contrast, Incogni is built solely for data broker removal, covering 420+ brokers (and 1,420+ with custom requests). If your main concern is wiping your data from as many sites as possible, Incogni goes broader. But if you’d prefer data removal bundled with full-scale digital security, Aura delivers that.

Who should use Incogni instead of Aura?

Incogni is a smart pick if you want a simple, straightforward, and budget-friendly way to wipe your private info from data brokers, especially if you’re in a region with strong privacy laws or don’t need all the extra bells and whistles. If you want the whole privacy shebang — with identity theft protection, VPN, antivirus, and parental controls — then Aura is your go-to.