Incogni Review: How does it perform? (September 2025)

Information brokers can be hard to deal with without employing a data removal service like Incogni. So, in case you’re wondering if this solution works as advertised, what kind of user experience awaits, and whether it’s worth the money, our Incogni review will provide a clear answer.

Website	Incogni.com
Availability	US, Canada, the UK, the Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, and all of the EU
Coverage	420+ data brokers
Core & Extra Features	Detailed view of data brokers being contacted and request status
Support	24/7 live chat, email, and detailed knowledge base
Price	$7.99/month
Annual Price	$95.88/year
Deals	55% Off Coupon >

Key points for using Incogni

• Incogni offers a comprehensive data removal service with an easy-to-use dashboard, budget-friendly plans, and solid security measures.
• It is associated with Surfshark and has attractive features such as opt-outs and adherence to information privacy laws.
• Incogni provides users with rock-solid protection for their online presence in 2025 at an accessible price, which goes as low as $7.99/month with the coupon below.

Now, let's take a look at the pros and cons of choosing Incogni to protect your digital privacy.

Incogni feature summary

Incogni delivers an impressive set of features designed to help you regain control of your personal data, including:

• User-friendly dashboard: Incogni offers a user-friendly dashboard that allows you to easily manage your data removal requests, track their progress, and view broker ratings.
• Automated data removal: Incogni goes after both public and private data brokers, quietly sending removal requests behind the scenes. For private brokers, whose records are hidden from view, Incogni only shares what’s necessary to make your data disappear.
• Custom requests: Available in the ‘Unlimited’ plan, custom requests allow you to submit a removal request to any website exposing your data, and Incogni privacy experts will take it over from there.
• Privacy regulation compliance: Incogni leverages privacy regulations such as CCPA, GDPR, and PIPEDA to enforce the deletion of your data from data brokers' databases. This compliance covers US, UK, Canada, Switzerland, and EU residents..
• Transparent pricing: Incogni offers an attractive pricing model, with monthly and yearly plans available.
• Ongoing data removal efforts: The company sends further removal requests to data brokers after the initial one, thus ensuring consistent deletion of your sensitive data from the web.
• Simple registration process: Due to its user-friendly signup process that allows you to get started in minutes, Incogni is accessible to users of varying levels of technical competence.
• 30-day money-back guarantee: If the service doesn't meet your expectations within the first month, you can request a full refund, no questions asked. 

See all Incogni features here >>

Company history and reputation: Can you trust Incogni?

Incogni is one of the most trusted data removal tools out there, backed by Surfshark, the well-known VPN provider. This partnership doesn’t just boost credibility — it shows how seriously Incogni takes online privacy.

Based in Amsterdam, the Netherlands, Incogni’s team of around 200 privacy pros works tirelessly to keep your personal info safe. With them handling your data, you can sit back and relax knowing it’s in good hands.

To prove just how effective it is, Incogni commissioned an independent Limited Assurance Report from Deloitte, one of the Big Four auditing firms. The report confirms that Incogni:

• Covers 420+ data brokers automatically
• Gets confirmation from every broker
• Sends recurring removal requests every 60–90 days
• Has processed over 245 million removal requests
• Keeps zero ties to data brokers

By undergoing independent verification, Incogni sets a higher standard for transparency while proving its effectiveness in safeguarding your data.

Privacy laws and regulations that allow Incogni to remove data

Incogni relies on the data removal rights granted by the California Consumer Privacy Act (CCPA), General Data Protection Regulation (GDPR), and other privacy regulations such as Canada's Personal Information Protection and Electronic Documents Act (PIPEDA) to compel data brokers to, well, remove your personal information from their databases.

By utilizing these privacy laws, the service delivers an effective solution for those aiming to erase their data from the internet.

While these privacy laws only apply in certain regions, data brokers often choose to comply with them globally to avoid complications. Currently, Incogni serves users in the United States, the UK, Canada, Switzerland, and all 27 EU countries, as well as Iceland, Norway, Liechtenstein, and the Isle of Man.

Incogni data removal capabilities: How does Incogni remove your personal information from the internet?

Incogni erases your personal data online by sending removal requests to over 420 data brokers. The process kicks off as soon as you sign up, with many brokers responding within a week. If some take longer, Incogni follows up automatically and keeps you updated with weekly progress reports — so you always know where things stand. The result is a thorough, ongoing cleanup of your digital footprint.

When dealing with public-database brokers (like people search sites), Incogni scans their records, identifies matches, and then submits removal requests. With private-database brokers (the marketing firms that keep their data locked away), Incogni takes a proactive approach, sending removal requests upfront with only the minimal details required to get the job done.

All communication with brokers is handled behind the scenes, and you can track everything from your personal dashboard. As long as your subscription is active, Incogni continues monitoring, resending requests, and making sure your information stays off the market without you lifting a finger.

For even stronger protection, Incogni’s premium plan adds custom removals, handled by privacy experts who target specific sites exposing your data. Incogni has already removed information from over 1,000 unique domains in this manner (in addition to the 420 automated brokers), bringing the total coverage to 1,420 brokers and sites. It’s a hands-off, comprehensive way to keep your details out of data brokers’ hands.

Setting up and using Incogni

Fortunately, setting up an Incogni account requires only the information needed to search for your records with data brokers:

• Email address
• Full name
• Home address
• City of residence
• Country of residence
• State/Province
• Zip code

For more extensive coverage, Incogni might request your phone number (with country code) and date of birth. Although it may seem like a lot, it's far less intrusive than what some other services require, like copies of your ID and photos of you holding documents.

Start your sign-up process

To get started, visit Incogni.com and click the Sign up button, and you’ll see the Create an account screen.

Enter your Email address and Password. It’s important to enter the email address you use for other online services, as this will increase the chance Incogni finds and eliminates your personal data.

Click Continue to open the Personal Information screen.

Personal information screen

Here, you'll provide Incogni with some personal information so it can search for your data in data broker systems.

Fill out all the information on this Personal information screen, and the Address information screen that follows.

Next, you will see the Authorization form screen. This replaces the Power of Attorney screen that Incogni used previously.

Authorization form screen

You need to complete this Authorization form before Incogni can contact data brokers. This document confirms to the data brokers that they are receiving official data removal requests.

Please note that this authorization has limitations. It only grants Incogni the specific rights outlined in the document, meaning they’re limited to enforcing your right to request the removal of your data under relevant privacy laws.

Sign the document using your mouse or whatever pointing device works for you. Then click Next to see the Checkout screen.

Checkout screen

Now that you are all set up, it is time to pay up. You can choose between a monthly plan or the annual option, and complete the payment using PayPal, credit card, or debit card.

Once you've completed these steps, your account will become active, and you’ll be able to access your Incogni dashboard.

Features and benefits

Now that we’ve seen how Incogni works, let’s dive into what makes it stand out. With automated removal from over 420 public and private data brokers, Incogni does the heavy lifting for you — scanning records, sending removal requests, and keeping you in the loop. Premium plans even let you target specific sites, making it easier than ever to reclaim your digital footprint.

Next, we’ll take a closer look at Incogni’s standout features, its advanced premium tools, and its Ironwall B2B service, showing how it keeps both individuals and organizations safely off the data brokers’ radar.

B2B service

Incogni isn’t just for individuals. Its B2B service, Ironwall, is built for professionals in high-risk roles (judges, executives, social workers), and is also available to any business or government entity in the US. Ironwall takes privacy to the next level, pairing each client with a dedicated specialist who manually scours the web for exposures alongside automated scans. These experts go the extra mile, coordinating with law enforcement or reaching out to officials directly when needed to remove sensitive data.

With this mix of automation, hands-on expertise, and professional support, Incogni becomes a flexible solution for both individuals and organizations. Whether you’re protecting your own information or safeguarding a team’s data, Incogni and Ironwall work tirelessly behind the scenes to keep your info safely out of the wrong hands.

Easy-to-use dashboard

Incogni’s dashboard keeps your data removal journey clear and manageable. At a glance, you can see the number of removal requests sent, currently in progress, and successfully completed.

The interface has recently been upgraded for even greater transparency. The old “Detailed view” is now split into two sections: “Data brokers” and “Requests“. This lets you explore exactly which brokers are covered and track every step of your removal journey in detail. Visual timelines for each request provide a clear picture of progress, while expanded broker entries include a handy “See all requests” button, taking you straight to a broker-specific view on the requests page.

Reddit users generally appreciate the clarity of the dashboard, though some have asked for even more detailed insights. These updates address that feedback, giving you visual timelines and step-by-step tracking for every request.

Accessing your data removal info is simple: log in, then click “Requests” in the top menu. From there, you can either explore the Requests page or use the search bar in the top-left corner to see all requests sent to a specific broker. With these updates, Incogni makes it easier than ever to see how your data is being removed — step by step, broker by broker.

Scanning public and private databases

The Detailed view tab not only lists the specific data brokers Incogni has contacted on your behalf but also separately scans private and public databases for your information. Note that scanning public data will take a significant amount of time, so remember that patience is a virtue. 

It’s worth noting that most similar services target only marketing data brokers and people search sites. Incogni, on the other hand, is also helpful against recruitment, financial information, and risk mitigation brokers. 

The tab shows a list of every broker contacted, along with their individual status. You can use the Category, Data Sensitivity, and Data Status to filter the list. Clicking the down arrow to the left of the broker name displays specific information about that broker.

A detailed look at a specific broker

If you have a bone to pick with a data broker that Incogni contacted on your behalf, a detailed look will satiate your hunger (at least for the time being). In this section, you'll find:

• Data broker name
• Category
• Data sensitivity score (ranging from 1 to 10)
• Data removal status
• Removal request timelines
• Types of data collected
• Broker information
• Category insights
• Details on how Incogni calculates data sensitivity

People search sites

You can find People Search Sites under the Public databases section of the Detailed view. These annoying websites allow anyone to get all sorts of information about almost any person (if they’re in the database).

Here's an example of the preliminary search results for an individual you may be familiar with:

These databases may share full contact details, social media profiles, photos, criminal records, personal financial information, and more. What’s even scarier is that you may not even be aware that these sites have said info. 

Fortunately, Incogni will also contact major People Search Sites on your behalf and demand the deletion of your data. We've also seen Incogni reviews on Reddit also discussing this feature.

The drawbacks of using Incogni

While Incogni offers user-friendly data removal services, it does have a few limitations.

Removing your information from People Search Sites feels like a chore

When we asked Incogni to clear our information out of People Search Sites, it simply took too much time to initiate the process. Then, we received a slightly confusing email, which said:

Upon clicking the Select records button, we were redirected to Incogni’s website and presented with 32 screens like this one:

I needed to select the records that actually pertained to me. In the cases where none of the records pertained to me, clicking the Skip profile selection button took me to the next screen. Once this annoying chore was complete, a box popped up telling me that removal requests had been sent to all records matching my profile.

Limited reports

Although Incogni excels in data removal, it lags in terms of reports, which may represent a problem for those keen on having more insight into the process. This isn’t to say you won’t learn anything, as Incogni will send you regular progress reports outlining the number of sent requests, removals, etc. 

Can Incogni really confirm your data is gone?

Incogni has a pretty straightforward approach to security: it collects only the bare minimum of personal data needed to run removal requests and keeps it encrypted. There aren’t any add-on security features like a VPN or antivirus here, but that’s not the point of the service.

That said, these brokers are legally required to honor removal requests, and there are penalties for failing to comply. On the flip side, when it comes to people search sites, Incogni does follow-up scans to double-check that your data has disappeared.

So while verification isn’t possible for every type of broker, it only affects a portion of Incogni’s coverage. For the rest, you get confirmation that your data has been successfully removed.

Incogni's security and privacy measures: Is it safe to use?

Incogni has a pretty straightforward approach to security: it collects only the bare minimum of personal data needed to run removal requests and keeps it encrypted. There aren’t any add-on security features like a VPN or antivirus here, but that’s not the point of the service.

What’s worth highlighting is Incogni’s push for transparency. To verify its claims, the company went through an independent audit with Deloitte, one of the Big Four accounting firms. The resulting Independent Limited Assurance Report confirmed several key points:

• Coverage of 420+ data brokers
• Confirmation obtained from every broker contacted
• Recurring requests sent every 60–90 days
• Over 245 million data removal requests processed
• No ties or affiliations with data brokers

This kind of third-party validation is rare in the data removal industry and gives some extra weight to Incogni’s promises. While you won’t find broader cybersecurity tools bundled in, its combination of minimal data collection, strong encryption, and independent verification makes it a trustworthy option if your main concern is getting your personal information out of broker data

Incogni's privacy policy

The vendor prioritizes your privacy with a clear and trustworthy privacy policy. Here are the highlights:

• Transparency: Incogni shares customer data only with trusted service partners.
• Data removal: The service will delete your data 12 months after you stop using the service or upon request.
• Legal compliance: The company complies with legal requests.

Pricing and subscription plans: Choosing the right option

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*

Incogni offers multiple subscription plans, billed annually or monthly. The annual plan, as you can expect, is the more economical option. If you go with the monthly plan, you can cancel the subscription after one month and save yourself a lot of money. Nonetheless, it may still be worthwhile to go with the annual plan.

The reason why we recommend doing so is the fact that you’ll receive continuous monitoring and data removal from data brokers' databases. Plus, Incogni frequently adds new data brokers to the list of brokers they deal with. So, if you have an active subscription when the broker list expands, the service will automatically send an official removal request for you on your behalf.

Incogni also offers a family plan that allows you to add up to five people to one subscription. 

While there is no free tier or a free trial, all plans are backed by a 30-day money-back guarantee, ensuring that you can test the service without risk. 

Customer support and resources: What sort of help do you get with Incogni?

Incogni provides 24/7 live chat support and a well-stocked knowledge base covering topics such as the data removal process and dealing with data brokers.

The company goes the extra mile to empower users with simple and clear opt-out guides. These are available on the official blog, making it easy for anyone to understand and follow the steps needed to shield their digital privacy.

Competition: What are the best alternatives to Incogni?

As the world of online privacy protection continues to evolve, it's essential to explore other effective data removal solutions.

Provider	Coverage	Availability	Extra features	Price
Incogni	420+	US, Canada, the UK, the Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, and all of the EU	Custom removal requests, free risk assessment, automatic repeat requests	$7.99/month
DeleteMe	180+ (750 with custom requests)	US, Australia, Belgium, Brazil, Canada, France, Germany, Ireland, Italy, the Netherlands, Singapore, UK	Email and phone masking, detailed privacy reports, custom removal requests	$10.75/month annually $8.71/month bi-annually
Privacy Bee	200-430+	US-only	Powerful browser extension and a free risk assessment	$8/month annually
Optery	385+	US-only	Free tier available	$3.99/month

Incogni is more budget-friendly and packs a bigger punch than DeleteMe, with automated removals from 420 brokers versus 85, unlimited custom removals compared to 40, and total coverage of around 1,420 brokers versus 750. In short, it’s a more hands-off, thorough way to protect your personal info. Check out our full Incogni vs DeleteMe guide to see all the details.

On the other hand, Incogni is a much simpler service than Privacy Bee, positioning it as the primary choice for first-time users. That said, Privacy Bee offers additional features like its browser extension, though it’s only available in the US.

Unlike most similar services, Incogni included, Optery offers a cost-free edition with limited features. Both services come with a 30-day, no-questions-asked money-back guarantee, but Optery is a more pocket-friendly pick with a family-friendly option to boot. 

Incogni video review

Summary: Is Incogni worth the cost in 2025?

If there’s anything this Incogni review makes clear, it’s that the titular service is absolutely worth the cost. It’s an easy-to-use, yet powerful tool for data removal from at least some of the data brokerage firms that are springing up all over the web. 

While not the most feature-packed data removal service out there, its availability in Europe, a reasonable price tag, and pro-privacy pedigree from the Surfshark family certainly make it a worthy addition to your privacy arsenal. On top of that, the dashboard is simple, and its sophisticated algorithm will aid you in your continuous effort to make your digital footprint squeaky-clean.

Other data removal guides:

• Best Data Removal Services
• Optery Review
• DeleteMe Review
• Privacy Bee Review
• Privacy Bee vs Incogni
• Incogni vs Optery
• Optery vs DeleteMe
• How to Delete Your Digital Footprint
• How to Delete Yourself from the Internet
• How to Massively Reduce Junk Email and Spam
• How to Not Get Doxxed
• How to Opt Out of Whitepages
• How to Stop Spam Calls and Robocalls

Incogni FAQs