Incogni Review: Is It Worth Paying to Get Your Data Off Broker Sites?

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Spam calls, junk mail, and texts from numbers you have never seen can often be traced to data brokers: companies that collect your name, address, and phone number and sell them on. This Incogni review covers what the service does about that, what it costs, where it falls short, and who should skip it.

The short version: if you want the broker side of your privacy handled on autopilot, Incogni is the one I would start with. If you want screenshot proof of every removal, read the alternatives section first.

Get Incogni's 55% off annual plans + 30-day money-back guarantee

Data brokers collect personal details, package them, and sell them to marketers, insurers, banks, and other brokers. People-search sites publish the same kind of profile for anyone who types in your name. Address, phone number, relatives, all in one place.

Incogni sends removal requests to those companies for you. Then it keeps sending them.

Gizmodo's review describes follow-up rounds every 60 days for people-search sites and every 90 days for other brokers, because many of them collect the same data again. That repeat cycle is the product. A one-time opt-out clears your record for a while. A schedule keeps clearing it.

Incogni started as a feature inside Surfshark and is now a standalone product in the same group as NordVPN.

You pick a plan, confirm your email, and fill in a profile: full name, date of birth, home address, and phone number. You can add up to three addresses, three emails, and three phone numbers. You can only add one name.

Then you sign an online authorization form. It works as a limited power of attorney, so Incogni can ask brokers to delete your data and withdraw your consent for you.

After that, it runs without you. You do not choose brokers, write emails, or fill out opt-out forms.

The dashboard shows every request with its status and the broker's average resolution time. Each broker also gets a compliance rating and a severity rating. Security.org's reviewer called it the most detailed reporting they had seen from a service like this.

Every plan includes automated removals from 420+ data broker sites, recurring requests, and support for multiple emails, addresses, and phone numbers. Incogni commissioned a limited assurance report from Deloitte that confirmed the 420+ broker coverage and the recurring requests.

The Unlimited plans add three things:

Family plans cover up to five people.

In plain terms, Standard handles the broker list. Unlimited handles the odd directory page that is not on it.

If the broker list is what you need, start with Incogni Standard.

Here is what reviewers who paid for it and tracked it found.

Security.org, two weeks. After one week the dashboard showed 225 requests sent, 66 completed, and 17 brokers had added the reviewer to a suppression list, which means they should not build a new profile. By week two, 101 requests were completed.

Gizmodo, almost four months on Unlimited. 107 requests went to 44 brokers. 102 were closed, 17 brokers were on suppression lists, and 5 requests were still in progress. Average resolution times for automated requests ran from 2 to 15 days.

A peer-reviewed study. At the 2025 Privacy Enhancing Technologies Symposium, researchers had 71 US participants subscribe to four removal services for 30 days. Incogni had the highest removal rate, at 76.6% of records per participant, against an average of 48.2%. The same paper called the four services relatively ineffective as a group, so the winner still left about a quarter of the records in place after a month.

One thing to read carefully: Incogni counts a request as completed when the broker either removed your data or confirmed it had none. Both Security.org and Gizmodo point out that 102 completed requests do not mean 102 deletions.

And it has limits. Incogni does not remove social media posts, news stories, court records, or government records. It makes you harder to find. It does not make you invisible.

Paying monthly costs exactly twice as much as paying for the year. Brokers can take weeks to answer and often list people again, so one month rarely does much. Annual is the plan to look at.

Incogni is running 55% off all annual plans for Cybersecurity Awareness Month. Standard drops to $86.29 for the first year, Unlimited to $161.89, Family to $172.69, and Family Unlimited to $248.29. After the first year, plans renew at the regular annual prices in the table above.

Most of that discount comes off the monthly rate, since paying by the month costs twice as much as paying for the year. Annual was already the better deal, and the promo trims it further.

The pricing page does not show a separate renewal price, so check checkout before you pay.

There is no free trial. There is a free exposure scan on the site that shows where your details appear, and you do not need an account to run it.

Which plan? Standard is enough if you only want the automated broker removals. Unlimited makes sense if you have already found your name on a site outside the list, or you want someone to call when a request stalls.

Claim the 55% off annual plans

If you decide within 30 days that Incogni is not for you, you contact customer support and ask for a refund of the full amount.

The fine print matters. You get one refund per customer. Subscriptions bought through resellers other than Paddle cannot be refunded by Incogni, so buying direct is the safer route. Accounts terminated for breaking the terms of service are not refunded.

There is also a timing issue. Most brokers have 30 to 45 days to respond to a removal request, which is longer than your refund window. You will judge the service before every broker has answered.

Some Trustpilot reviewers say they struggled to get a refund or reach support. Incogni's public replies say it honors the guarantee. These are individual reviews, but my advice is simple: if you are going to ask for a refund, ask early and in writing.

You land on Incogni and pick a plan. You confirm your email, enter your profile, and sign the authorization form. Requests start going out without any further input from you, and the dashboard fills in from there.

Pros

Cons

DeleteMe costs more and sends privacy reports every quarter, while Incogni and Optery update a dashboard continuously. Its edge is the human-driven, report-style service some people like.

Optery is the one reviewers most often measure Incogni against, mainly because it shows screenshots of each removal. It also lets you sign up free. In Consumer Reports' 2024 study of removal services, Optery's top plan performed best, with 68% of profiles removed in four months. Incogni was not one of the seven services tested.

One detail worth knowing: in September 2026, Surfshark bought a majority stake in Optery. Surfshark says Optery keeps its own team, product, and technology.

If screenshot proof matters most to you, look at Optery. If hands-off automation at a lower price matters most, Incogni is the better fit.

"I do not want to hand over my personal details." Fair. Incogni needs your name, date of birth, address, and phone number to match your records, and you sign a limited power of attorney. It sits inside one of the largest consumer privacy groups, and the Deloitte report found it had not sold customer data as of August 6, 2025. Incogni says a new assessment is underway.

"What if it does not work for me?" Your results depend on how many brokers hold your data. Gizmodo's reviewer had a small footprint and 44 brokers. Security.org's reviewer saw 225 requests in a week. You get 30 days to look at your own dashboard before the guarantee runs out.

"It is a subscription I will forget about." Brokers relist people, so a one-off cleanup fades. The recurring requests are what you are paying for, and the annual plan lowers the cost.

Start Incogni and check your own dashboard within 30 days

It is a good fit if most of these are true:

If you tick four or five, start with Standard. If you already know your name sits on a site outside the broker list, start with Unlimited.

Is Incogni legit?
Yes. It belongs to the Surfshark group, it has a Deloitte limited assurance report on its coverage and recurring requests, and a peer-reviewed study ranked it first among four services for removal rate.

How much does Incogni cost?
Standard is $95.88 a year or $15.98 a month. Unlimited is $179.88 a year. Family is $191.88 a year for up to five people, and Family Unlimited is $275.88 a year. Tax may apply. Incogni is currently advertising 55% off annual plans, which puts Standard at $86.29 for the first year.

Does Incogni have a free trial?
No. It has a 30-day money-back guarantee and a free one-time exposure scan.

How long does Incogni take to remove your data?
It depends on the broker. Some respond within hours and others take weeks. In Gizmodo's test, average resolution times for automated requests ran from 2 to 15 days. Brokers generally have 30 to 45 days to comply.

What is the difference between Standard and Unlimited?
Both send automated removals to 420+ brokers. Unlimited adds custom removals, the exposure scanner, the privacy score, and live phone support.

Can Incogni remove social media posts or news stories?
No. It cannot remove social posts, news articles, or public records. For a news story, you would contact the site's editors or a lawyer.

Incogni does what it says. It sends the requests, repeats them, and shows you the results in more detail than most services in this category.

The limits are real: one name per profile, no screenshots, no free trial, and a refund window shorter than many brokers' response times. None of them cancel out the main benefit. You stop doing a chore that never ends, and your records get pulled from hundreds of broker databases and kept off.

If that is what you want, start with Standard on the annual plan and use the 30-day guarantee to check your dashboard.

Start Incogni with 55% off your first year

P.S. Incogni is running 55% off annual plans right now, and the 30-day money-back guarantee still applies. Start Incogni and check your own dashboard before the guarantee window closes.