Aura vs Incogni: Which Service Is Best in 2025?

Deciding between Aura and Incogni for privacy management? Here’s what we found in our hands-on testing.

Aura offers a comprehensive package that includes identity theft protection and data removal, catering to a wide security landscape. Meanwhile, Incogni specializes in removing your personal information from various data broker websites, offering a streamlined and automated service.

To truly compare these services, we checked the ease of use, efficiency, and thoroughness of each service, giving us a detailed understanding of their performance.

You can trust our comparison because it’s based on our own thorough testing and real user feedback. We prioritize transparency, offering you a clear and unbiased view of each service’s strengths, tools, and pricing. This in-depth look helps you decide which service aligns best with your privacy needs.

	Aura	Incogni
Website	Aura.com	Incogni.com
Core identity protection features	3-bureau credit monitoring with reports, dark web surveillance, identity theft insurance, restoration and recovery services, and data cleanup from over 20 data broker sites	Automatic data removal from over 180 data brokers and people search sites
Pricing	$9-$25/month	$7.49-$32.98/month
Money-back guarantee	60 days	30 days
24/7 customer support	Yes	No
Best deal	68% Off Coupon >	50% Off Coupon >

Key takeaways for our Aura and Incogni comparison

• Aura offers an all-in-one online protection service, including identity theft monitoring, advanced fraud alerts, credit monitoring, and a $1 million identity theft insurance policy.

• Incogni specializes in automated personal data removal, targeting data brokers and leveraging privacy laws to ensure users’ right to be forgotten, emphasizing easy use and competitive pricing.

• Both services provide significant privacy protections but differ in scope and specialization. Aura offers comprehensive security, while Incogni focuses on data broker opt-outs.

• For the best deals on Aura, check out their 68% off coupon here.
• For a great price on Incogni, check out their 50% off coupon here.

Aura vs Incogni: How do these two services differ?

At first glance, Aura and Incogni share a common goal: safeguarding your sensitive data. However, they approach this mission from decidedly different angles.

Aura: What are identity theft protection services and how do they work?

Identity theft protection services are designed to safeguard your personal and financial information from online threats like identity theft. These services typically scan the dark web, financial transactions, and social media activities to defend against unauthorized data exploitation.

Aura offers a user-friendly platform that proactively scans the dark web, financial transactions, and social media activities to defend against unauthorized data exploitation.

Aura also throws in a secure virtual private network (VPN) for safe internet use and top-notch antivirus software to keep malware at bay. The VPN uses military-grade encryption to ensure your online activities remain private, even on public Wi-Fi networks.

You can manage your Aura account via their mobile app, with both iPhone and Android devices. Aura keeps you informed with mobile alerts about any unusual activity or if your details appear on the dark web. The app's user-friendly interface makes using the security tools and settings easy.

For full protection, Aura needs your personal information during setup. This allows Aura to monitor your data closely and notify you instantly of any risks. Additionally, Aura offers a $1,000,000 insurance policy covering expenses such as lost wages, legal fees, and other costs associated with restoring your identity in case of theft.

Aura's advanced parental controls and safe gaming alerts make it a great choice for families, ensuring children's online activities are monitored and protected. With features like home title monitoring and public record tracking, Aura provides security beyond just digital threats.

See the latest Aura prices and deals.

Incogni: What are data broker removal services and how do they work?

Data broker removal services are designed to help individuals regain control over their personal information by removing it from data broker websites. Data brokers collect and sell personal details to various entities without the individual's consent. These services automate opt-out requests and follow up persistently to ensure that data brokers honor privacy laws, effectively enforcing the right to be forgotten.

Incogni, unlike Aura, operates with laser-like precision, targeting the data broker websites that compile and sell your private details. Incogni automates opt-out requests and diligently follows up, working to erase your presence from these digital directories. Leveraging privacy laws like GDPR and CCPA, Incogni takes legal muscle to these data brokers, insisting on your right to be forgotten. It’s a hands-off service for the user, but behind the scenes, Incogni is bustling – sending opt-out requests, tracking progress, and ensuring that data brokers honor your privacy.

Incogni takes on new data brokers by using its algorithm to predict which ones may have your data and then automatically sends removal requests. This ensures your data remains off the market without you having to do the heavy lifting. The platform manages all communication with data collectors, allowing you to track the progress of all your data broker opt-out requests using the Incogni dashboard.

Additionally, it automates data removal while consistently monitoring data brokers. With an active Incogni subscription, you can trust that Incogni consistently deletes your digital footprint from various data brokers.

Background check: Is Aura or Incogni more trustworthy?

Trust is crucial when selecting a privacy protection service. Let's delve into the backgrounds of Aura and Incogni, examining their offerings, market standing, and user satisfaction.

Aura overview

Founded in 2014 by Hari Ravichandran, who experienced credit information theft firsthand, Aura is deeply committed to robust digital security. Today, it safeguards over a million members globally, working hard to make the internet a safer place for everyone.

Aura’s high-quality protection has earned accolades from Mom’s Choice Awards, Inc. Magazine, and Forbes. With an impressive TrustScore of 4.6 on Trustpilot, 90% of users have awarded it a perfect 5-star rating, showcasing the company’s dedication to customer satisfaction.

After acquiring Identity Guard, Aura now offers specialized plans catering to individuals, couples, and families. These plans include tri-bureau credit monitoring and a white-glove fraud resolution service. The family plan is particularly notable, offering up to $5 million in insurance coverage and parental controls, making Aura an excellent choice for comprehensive family online safety.

Now, let’s take a look at the pros and cons of using Aura.

Aura pros and cons

Now, let's shift our focus to Incogni.

Incogni overview

Incogni makes privacy protection easy by focusing on removing your personal data from the web. It keeps things simple and transparent, showing you exactly which websites it’s working on.

Backed by Surfshark, a trusted VPN service, Incogni gains extra credibility. Based in the Netherlands with a dedicated team, Incogni has a great reputation for boosting online privacy and security.

With its connection to Surfshark, Incogni ensures effective and reliable data removal. Owned by Surfshark, it also offers bundled services for added online safety. With one straightforward plan for all users, Incogni is an easy choice for keeping your personal information private.

Next, let's review the benefits and drawbacks of Incogni.

Incogni pros and cons

As we proceed, let's take a closer look at each service's features, effectiveness, and overall value to assist you in safeguarding your privacy.

Aura's all-in-one approach to privacy protection

Aura’s comprehensive approach to privacy protection includes:

• Identity theft protection – This service continuously monitors your personal and financial information, alerting you to any suspicious activities and helping to prevent identity theft before it happens.

• Dark web monitoring – Aura scans the dark web for your personal information, alerting you if your data appears in places where it shouldn’t be.

• Credit monitoring – Aura keeps a vigilant eye on your credit reports from all three major bureaus, notifying you of any changes or inquiries that could indicate fraudulent activity.

• Data removal – Aura proactively removes your personal information from over 20 data broker sites, ensuring that your sensitive data is not easily accessible to unauthorized parties.

• Antivirus software – Aura includes advanced antivirus software to protect your devices from malware, ransomware, and other online threats, ensuring your data remains secure.

• VPN protection – With military-grade encryption, Aura’s VPN safeguards your online activities, making it safe to browse the internet even on public Wi-Fi networks.

• Parental controls – Aura offers advanced parental controls, allowing you to monitor and manage your children's online activities to ensure their safety.

• Fraud alerts – Real-time fraud alerts keep you informed of any suspicious activities related to your personal information, enabling you to act quickly to prevent potential damage.

• Insurance coverage – Aura provides up to a $1 million insurance policy to cover expenses such as lost wages, legal fees, and other costs associated with restoring your identity in case of theft, with family plans offering coverage up to $5 million.

• 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 short, Aura is a one-stop-shop solution that aims to make the internet a safer place for everyone, including users of people search sites.

Now, let’s unravel the layers of Aura’s all-in-one privacy protection approach to see how it stands out in the crowded marketplace.

Family first: Protecting your loved ones online

In today's digital world, keeping your family safe online is crucial. Aura's family-focused plan offers key features to ensure comprehensive protection. It covers up to five adults, making it easy to manage everyone's privacy under one plan, and provides unlimited protection for minors, ensuring all children are safeguarded online.

We've found the parental controls particularly helpful – they let you set restrictions and monitor your children's online activity, keeping them safe from inappropriate content and online threats. The safe gaming alerts are another great feature, notifying you of potential risks in online gaming, so your kids can enjoy a safer gaming environment.

Aura's “Family” plan also includes home title monitoring, which tracks changes to your property’s title and alerts you to suspicious activity, protecting against home title fraud. Public record tracking is another valuable feature, monitoring for unauthorized use of your personal information to help protect your identity.

These features highlight Aura’s commitment to family safety and online well-being. From our experience, it’s a top choice for protecting your family’s digital footprint.

Supporting security: Additional features of Aura

We've been impressed by Aura's dedication to privacy protection, which is further bolstered by additional security features. These extras enhance the core offerings, ensuring a comprehensive shield against online threats.

One standout is the antivirus software, allowing installation on up to 10 devices per adult member, paired with a premium VPN featuring military-grade encryption. Aura also provides a good password manager for secure password storage and management, and an ad and tracker-blocking browser extension to heighten online privacy.

Moreover, Aura's sex offender search and monitoring feature alerts users if a registered sex offender moves into their neighborhood, offering added peace of mind. The Anti-Track feature blocks tracking scripts and cookies, preserving anonymity and reducing targeted ads.

With these additional features, Aura offers a robust solution for protecting privacy from various angles.

Aura's drawbacks: What you need to know

While we've found Aura offers impressive privacy protection tools, there are a few things you should be aware of. Here’s where Aura might not hit the mark and what that could mean for you.

One thing we've noticed is that Aura's pricing is on the higher side compared to some other services. If you're watching your budget, this might be a bit of a hurdle. But keep in mind, this higher price includes a lot – identity theft protection, dark web monitoring, credit monitoring, antivirus software, a secure VPN, advanced parental controls, and even a substantial insurance policy. So, you do get a lot of bang for your buck.

Another point to consider is that Aura's all-in-one approach might not be the best fit for everyone. If you only need specific services, like data removal, Aura might feel like overkill. In that case, a service like Incogni, which focuses solely on removing your data from brokers and is more affordable, might be a better match for your needs.

Overall, while Aura is great for those wanting a comprehensive suite of tools, it's worth considering if all those features are what you really need.

Incogni's focused data broker opt-out service

We're impressed with Incogni‘s focus on data broker opt-out services, helping you easily regain control over your personal data. Incogni makes the opt-out process simple, sending removal requests to over 180 data brokers as soon as you sign up. Most brokers respond within a week, and if there are any delays, Incogni resends the requests and keeps you updated with weekly progress reports.

One of our favorite features is the dashboard, which lets you easily manage your data removal requests, track their progress, and see broker ratings. The automated process is powered by Incogni’s internal algorithm, predicting which brokers have your data and sending removal requests accordingly.

We found Incogni's pricing to be pretty straightforward: $7.49 per month for a one-year plan or $12.99 per month, making it a cost-effective option for anyone serious about cyber privacy.

Now, let's dive into how Incogni's specialized service tackles privacy concerns and what it means for you if you're looking for a focused solution.

The power of privacy laws: Incogni's legal leverage

By invoking regulations such as the CCPA, GDPR, and Canada’s PIPEDA, Incogni compels data brokers to remove personal information from their databases. These laws provide a significant advantage, making data removal not just a request, but a legally backed demand.

While these regulations cover specific regions, data brokers often comply even if the individual isn't from those areas. Currently, Incogni serves residents of the US, UK, Canada, Switzerland, and the EU.

It's worth noting that while these laws support data removal, companies often make the process slow and complicated. Incogni’s legal leverage helps cut through this red tape, making it an effective solution for eradicating your personal data from the internet.

Custom requests: Tailored data removal with Incogni

We've really enjoyed using Incogni for its personalized approach to data removal. Once you submit your sensitive data, Incogni handles the entire process for you, ensuring a comprehensive cleansing of your digital footprint across various data brokers.

The service is automated and user-friendly, making the removal process hassle-free. It's tailored to meet the unique privacy needs of each user, offering a solution that fits perfectly with what you're looking for. We've found it to be an effective way to reclaim control over personal information without the usual stress and effort.

Incogni's limitations: What's not included?

While Incogni is great for data removal, it's crucial to understand that it doesn't cover every aspect of privacy protection. If you're looking for secure email services, detailed privacy reports, or real-time alerts, you won't find these features with Incogni.

This limitation highlights Incogni’s focused nature – it's highly effective in its specific domain but may not address the full range of privacy concerns you might have.

Ease of use: Is Aura or Incogni more user-freindly?

When it comes to privacy protection, features and legal strength are key, but the user experience and customer support are the unsung heroes that can make or break a service. From our time with Aura and Incogni, we've seen both strive to create a seamless experience for their users. However, how they handle customer inquiries and challenges is just as crucial.

Let's dive into a comparison of the two services, focusing on user interface, accessibility, and the overall customer journey to see how they stack up.

User interface and accessibility

Setting up Aura is straightforward, offering quick access to features like VPN and antivirus. Separate downloads for tools like Safe Gaming simplify setup, while browser extensions enhance security with password management and ad blocking.

The centralized desktop app keeps you updated on credit scores, transactions, and personal information status, with customizable dashboards for tailored security monitoring. Aura’s mobile app, available on iOS and Android, ensures easy access for managing accounts and monitoring finances, with instant notifications for security alerts.

However, Aura’s multiple apps can complicate the user experience compared to integrated solutions. It offers extensive tools like advanced parental controls, home title monitoring, public record tracking, and robust insurance policies for comprehensive protection.

Incogni features a user-friendly dashboard displaying removal request status and privacy settings management. Compatible with Windows, macOS, Android, iOS, and Linux, plus browser extensions for Chrome and Firefox, it supports various devices and email services like Gmail, Yahoo, and Outlook, ensuring broad privacy coverage.

Customer support service

In our experience, Aura really stands out with its customer support. They offer round-the-clock, US-based customer service through phone, email, and live chat, ensuring you can reach them whenever you need assistance.

This contrasts with Incogni’s approach, which primarily relies on a thorough FAQ section and email support. While Incogni does respond to customer reviews online, the lack of instant communication options might pose challenges for some users.

Aura’s dedication to accessibility and quick assistance definitely gives it an advantage in customer service.

Pricing Plans: Does Aura or Incogni provide better value for money?

Aura offers three well-structured plans for identity theft protection, each designed to cater to different needs:

• Individual: This plan is perfect for single users, priced at $12 monthly ($9/mo. with coupon) when billed annually. It encompasses $1 million in identity theft insurance, 1GB of secure cloud storage in the Vault, and comprehensive security for up to 10 devices.
• Couple: Ideal for two users, this plan is available at $22 per month ($17/mo. with coupon) with annual billing. It includes the same $1 million insurance coverage for identity theft, doubles the cloud storage to 2GB, and extends device security coverage to 20 devices.
• Family: Designed with families in mind, this plan is priced at $37 per month ($25/mo. with coupon) when billed annually. It significantly increases the insurance coverage to $1 million per adult, provides a generous 5GB of cloud storage space, and secures up to 50 devices.

If safeguarding your children is your main concern, Aura’s “Kids” plan is tailored for you. This unique plan offers parental controls powered by Circle, ensuring safe browsing and time management across all devices for an unlimited number of children. However, it’s important to note that unlike other plans, the “Kids” plan does not include standard identity theft protection.

Each Aura identity theft protection plan includes $1 million in identity theft insurance per person and 24/7 US-based customer support. There’s also a 60-day money-back guarantee for annual subscriptions, ensuring satisfaction and peace of mind.

Incogni, meanwhile, offers a budget-friendly alternative focused solely on data removal services. For individuals prioritizing this aspect of privacy protection, Incogni may be a more economical choice. Those seeking a broader range of security features might find Aura's pricing justified.

Incogni offers two subscription plans, designed to cater to different user preferences:

• Annual Plan: Priced at $7.49 per month when billed annually, this plan offers continuous monitoring and data removal from data brokers’ databases. Incogni frequently adds new data brokers to their list, automatically sending removal requests on behalf of subscribers.
• Monthly Plan: Available at $12.98 per month, this plan offers flexibility for those who prefer not to commit to a long-term subscription. Users can cancel after one month if they choose, making it a convenient option for short-term needs.

While there’s no free Incogni subscription or a free trial, both its plans are backed by a 30-day money-back guarantee, ensuring that users can confidently try out the service risk-free.

Choosing between Aura and Incogni: Making the right choice

As we've explored their features, user experiences, and pricing, deciding between Aura and Incogni ultimately hinges on your unique privacy protection needs. Aura stands out with its extensive security solutions, perfect for those wanting thorough privacy coverage. Despite higher costs, Aura's identity theft protection plans offer comprehensive tools like automatic data broker opt-outs and round-the-clock customer support.

On the other hand, Incogni excels with its focused, automated data removal service, ideal for regions with stringent privacy laws and users seeking a straightforward, budget-friendly solution.

Who should use Aura?

Aura is ideal for individuals and families who:

• Require comprehensive protection, including identity theft monitoring, dark web scanning, credit monitoring, and more.
• Prefer an integrated solution that encompasses VPN and antivirus for comprehensive digital security.
• Seek substantial insurance coverage to mitigate expenses related to identity theft.
• Need strong parental controls and safe gaming alerts to safeguard children’s online activities.

To get started with Aura, be sure to use the coupon below for the best savings:

Who should use Incogni?

Incogni is well-suited for those who:

• Need an efficient and automated service specifically for removing personal data from data broker websites.

• Prefer a straightforward and cost-effective solution that concentrates solely on data broker opt-outs.

• Seek a hands-off approach, where the service handles all data removal requests and necessary follow-ups.

Whether you choose the all-encompassing approach of Aura or the streamlined efficiency of Incogni, the ultimate goal remains the same – to empower you with control over your private data and provide peace of mind in an increasingly connected world.

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Aura vs Incogni FAQ

What are the main differences between Aura and Incogni?

Aura offers a comprehensive suite of privacy protection tools, including identity theft monitoring, dark web scanning, credit monitoring, VPN services, antivirus software, and advanced parental controls. Incogni, on the other hand, specializes in automated personal data removal from data broker websites, leveraging privacy laws like GDPR and CCPA to ensure users' right to be forgotten.

You can also see this Aura vs Incogni Reddit post discussing the main differences.

What are the main features of Aura that set it apart from Incogni?

Aura's standout features include identity theft protection, dark web monitoring, credit monitoring, VPN protection, antivirus software, advanced parental controls, fraud alerts, and up to $1 million in identity theft insurance. Aura also offers home title monitoring and public record tracking, providing comprehensive security beyond digital threats.

Which service offers more comprehensive privacy protection, Aura or Incogni?

Aura offers more comprehensive privacy protection with its all-in-one approach, covering a wide range of security needs from identity theft protection to VPN and antivirus services. Incogni focuses specifically on data broker removal, making it a more targeted but less comprehensive solution compared to Aura.

Can Aura and Incogni be used simultaneously for enhanced privacy protection?

Yes, Aura and Incogni can be used simultaneously to enhance privacy protection. Using both services together can provide a robust defense, with Aura covering a broad spectrum of security needs and Incogni ensuring thorough removal of personal data from data brokers. This combination offers a well-rounded approach to safeguarding your privacy.

This Aura vs Incogni comparison guide was last updated on January 19, 2025.