Aura vs Incogni 2025: All-in-One Security or Data Removal Specialist?

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 stealthy specialist, laser-focused on one job: scrubbing your data from sketchy broker sites.

So, who should you trust with your digital safety net? We rolled up our sleeves and tested both, looking at ease of use, real protection power, and whether their features deliver more than big promises. We also paid attention to what actual users had to say (not just the shiny ads).

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

Stick around to find out how they compare — and which one truly earns our trust.

	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 80 data broker sites	Automatic data removal from over 250 data brokers and people search sites
Pricing	$12-$32/month	$8.29-$32.98/month
Money-back guarantee	60 days	30 days
24/7 customer support	Yes	No
Best deal	60% Off Coupon >	50% Off Coupon >

Highlights for our Aura and Incogni comparison

• Aura is your all-in-one privacy powerhouse, with identity theft monitoring, credit alerts, advanced fraud protection, and a $1 million insurance policy to back it all up.

• 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 60% 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?

Aura and Incogni might share the same goal, protecting your personal data, but they take very different paths to get there.

Aura: What identity theft protection services actually do (and how they work)

Think of them as early-warning systems for your identity. They constantly monitor key data points, like your SSN, phone number, and bank info, across places like the dark web and data broker databases to catch threats before they escalate.

Aura goes above and beyond the basics. It’s a sleek, all-in-one platform that not only monitors the dark web, financial transactions, and social media, but also adds a few heavyweight extras. You get a secure VPN with military-grade encryption to keep your browsing private (especially handy on public Wi-Fi), plus powerful antivirus software that helps block malware before it causes chaos.

Managing your protection is easy thanks to Aura’s mobile app, available for both iPhone and Android. It sends real-time alerts if your info pops up somewhere it shouldn’t, like a breached database or shady marketplace. And the app itself is simple and intuitive, so you won’t need a tech degree to use it. If you ever get stuck, we tested Aura’s customer support to see how helpful and responsive they really are — read what we found.

To fully protect you, Aura does need some personal details during setup. But that’s what allows it to keep tabs on your info and warn you instantly if something’s wrong. And if the worst happens, you’re covered. Aura includes a $1 million insurance policy to help with legal fees, lost wages, and the cost of recovering your identity.

Aura isn’t just for individuals — it’s family-friendly too. With parental controls and gamer-specific safety alerts, it helps keep kids safe online. Add in extras like home title monitoring and public records tracking, and you’ve got a digital watchdog that goes way beyond just antivirus.

See the latest Aura prices and deals.

Incogni: What data broker removal services do (and why it matters)

Data broker removal services help you take back control of your personal info. They go after those sneaky data broker sites that collect and sell your details — like your name, address, or even shopping habits — without asking. These services send opt-out requests and keep the pressure on until your data gets wiped from their lists.

This is where Incogni steps in — focused, fuss-free, and all about getting your data off the market. While all-in-one tools like Aura do a little bit of everything, Incogni sticks to one mission: scrubbing your private info from those shady data broker sites. And it doesn’t waste any time. Once you sign up, Incogni kicks off a wave of opt-out requests to dozens of brokers, then keeps checking in until your data is confirmed gone.

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.

Starting price	$12/month
Supported platforms	Windows, macOS, Android, and iOS
Three-bureau credit monitoring	Yes (Experian, TransUnion, and Equifax)
Identity theft insurance	$1M – $5M ($1M per adult)
Best deal	50 – 60% off coupon >

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 87% 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.

So, is it all sunshine and security? Let’s break down the pros and cons.

Aura pros and cons

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.

Starting price	$8.29/month
Availability	The US, Canada, the UK, the Isle of Man, Switzerland, Norway, Iceland, Liechtenstein, and all of the EU
Data broker coverage	250+ data brokers
Core and extra features	Detailed view of data brokers being contacted and request status
Best deals	50% Off Coupon >

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.

Thanks to its Surfshark roots, Incogni isn’t just effective — it’s reliable. You also get access to bundle deals if you're looking to level up your online privacy toolkit. And with one simple, no-fuss plan for everyone, it’s an easy win for anyone looking to clean up their digital footprint.

Now, let’s take a look at what Incogni does well, and where it could do better.

Incogni pros and cons

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 family plan makes this easy, with coverage for up to five adults and unlimited child protection. Everyone’s privacy is protected under one roof, with help from tools built on Identity Guard’s legacy.

Parental controls let you set limits, monitor activity, and even get safe gaming alerts to flag risky behavior in multiplayer games. And now, there’s a new iOS-exclusive feature called Online Balance — it helps you spot changes in your child’s online habits that might signal shifts in their well-being. You’ll get tips and conversation starters based on their screen time and social patterns, making staying in tune with how they’re doing easier.

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 doesn’t just protect your identity — it loads you up with powerful extras 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 packs in a ton of powerful privacy tools — but like any service, it’s not without its quirks. Here’s what to keep in mind before diving in.

First up: price. Aura isn’t the cheapest option out there, and if you're on a tight budget, the higher monthly cost might make you pause. That said, it bundles a lot — identity theft protection, credit and dark web monitoring, antivirus, VPN, parental controls, and even up to $5 million in insurance coverage for families. So yes, it’s a premium price, but you’re getting a premium package.

Also, Aura’s all-in-one style may not suit everyone. If you’re just after something specific, like data broker removal, Aura might feel like more than you need. In that case, a leaner service like Incogni might be a better (and cheaper) fit.

Bottom line? Aura is a great pick if you want an everything-in-one-place kind of solution, but it’s smart to think about what you really need before you sign up.

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 250+ 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 $8.29 a month on an annual plan, or $16.58 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

Another thing we like about Incogni? It doesn’t just stick to its usual list of data brokers — it gives you a say in the cleanup. With custom removals, you can submit specific URLs where your info is hanging out, even if Incogni doesn’t officially cover those sites yet.

This feature is available to “Unlimited” subscribers (and their “Family Unlimited” members), and it’s pretty simple to use: log into your dashboard, click Custom Removals, and drop in a link. Incogni will review it and — if it’s eligible — roll up its sleeves and try to get your data wiped. It might take a few weeks (up to 45 days), but we love that you get a little extra control over your digital footprint.

It’s a handy option if you’ve already used services like DeleteMe but still spot your info on a few stray sites — Incogni’s custom cleanup helps tie up those loose ends.

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

Getting started with Aura is a breeze. You get quick access to its full privacy toolkit — VPN, antivirus, credit, and ID monitoring — all from a clean, easy-to-navigate dashboard. We liked that certain extras, like Safe Gaming and password managers, come as optional downloads. It makes the setup feel more personalized, not cluttered.

The desktop app is refreshingly straightforward. You can track credit scores, flagged transactions, and alerts about your personal info all in one place. The dashboard is customizable, so you can spotlight what matters most to you. And with Aura’s mobile app (on iOS and Android), you’re always just a tap away from security alerts and account monitoring.

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.

So if you want all-in-one protection and don’t mind a few separate downloads, Aura’s got the goods. But if your priority is a smooth, low-maintenance way to vanish from data broker lists, Incogni’s minimalist approach really shines.

Customer support service

When it comes to customer support, 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.

Incogni, on the other hand, takes a more hands-off approach. You won’t find live chat or phone support, but their well-organized help center and email-based assistance cover the essentials. They also respond publicly to reviews, which shows they’re listening, just not in real time.

If direct, instant access to support is high on your list, Aura has the edge here.

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:

• Individual plan – $12/month ($9 with coupon): Flying solo? This plan has your back. You’ll get $1 million in identity theft insurance, 10-device protection, and essentials like antivirus, VPN, and a password manager. You also get tools like instant credit lock, financial alerts, and removal from people-search sites.
• Couple plan – $22/month ($17 with coupon): Two’s company, and Aura’s Couple plan covers both of you with double the device coverage (20 total), 24/7 support, and a combined $2 million in identity theft insurance — $1M per adult. You also get premium extras like home title monitoring, spam call protection, and cloud-based password storage.
• Family plan – $32/month ($25 with coupon): Need to cover the whole crew? Aura’s Family plan includes everything above, extends device coverage to a whopping 50 devices, and adds up to 5 adult accounts — each with their own $1M identity theft insurance. Kids get full parental controls powered by Circle, perfect for managing screen time and blocking risky content.

No matter which plan you choose, Aura backs it with round-the-clock US-based support, a 14-day free trial, and a generous 60-day money-back guarantee when billed annually — so you’ve got plenty of time to see if it’s the right fit.

Looking to wipe your data trail without the extras? Incogni zeroes in on one mission — removing your sensitive info from data broker lists — and it does it affordably and effectively.

Here’s how their plans stack up:

• Standard plan – $8.29/month (billed annually): Ideal if you want solid data removal coverage without the bells and whistles. It’s Incogni’s most affordable plan, and it gets the job done with continuous monitoring and automatic removal requests.
• Unlimited plan – $14.99/month (billed annually): Prefer flexibility? The monthly option lets you try Incogni without a long-term commitment — great for short-term privacy projects or testing the waters.
• Family plan – 16.49/month (billed annually): This plan steps things up, offering unlimited data removal requests across an even broader broker network. Perfect for privacy buffs who want the full sweep.
• Family Unlimited plan – $29.99/month (billed annually): Privacy isn’t just personal — this plan covers up to 4 people under one subscription. It’s a smart pick for families or households that want group coverage without separate accounts.

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 is perfect if you want more than just surface-level protection — it’s built for people (and families) who take their digital safety seriously and want all the tools in one sleek package. In summary, Aura is perfect for:

• Privacy-conscious individuals and families who want identity theft monitoring, credit tracking, dark web alerts — you name it.
• Anyone who loves an all-in-one setup with VPN, antivirus, and password manager rolled into one app.
• People who want peace of mind with up to $5 million in identity theft insurance coverage.
• Parents looking for easy-to-use parental controls and even gaminSoundsg alerts to keep the kids safer online.

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.

• 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.

Sound 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
• LifeLock vs IDShield
• Aura vs IdentityIQ
• Aura vs IDShield
• Identity Guard vs Aura
• Identity Guard vs LifeLock
• LifeLock vs Experian Identity Works

Aura vs Incogni FAQ

What’s the difference between Aura and Incogni?

Aura is your all-in-one solution, offering identity theft protection, credit monitoring, VPN, antivirus, and even parental controls. Incogni, on the other hand, is laser-focused on one thing: automatically removing your personal info from data broker lists. So, Aura covers the full privacy and security spectrum, while Incogni zeroes in on data removal.

Is Aura better than Incogni for privacy protection?

It depends on what you need! Aura delivers a full suite of security tools — think identity theft insurance, credit monitoring, and even VPN protection. It’s great if you want a broad, robust shield. Incogni is perfect if your main goal is clearing your data from brokers, with an easy, budget-friendly approach. So, “better” really comes down to your specific privacy priorities.

Does Incogni have a free trial like Aura?

Nope, Incogni doesn’t offer a free trial, but don’t worry — they have a 30-day money-back guarantee. That means you can test it out risk-free and get a refund if it’s not your cup of tea. Aura, meanwhile, gives you a 14-day free trial plus a 60-day money-back guarantee on annual plans, which is pretty generous.

Does Aura include data broker removal like Incogni?

Yes, Aura does automatic data broker opt-outs as part of its identity theft protection plans. It actively works to remove your info from data brokers, along with tons of other monitoring and security features. Incogni focuses exclusively on this task, but Aura wraps it into a bigger privacy and security package.

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.