Incogni

Incogni is a paid service that sends opt-out requests to data brokers and people-search sites on your behalf and repeats them while your subscription lasts. It works for residents of the United States, Canada, the United Kingdom, the European Union, Switzerland, Norway, Iceland and Liechtenstein, but 366 of the 420 brokers on its list cover the United States only.

Incogni Inc. is registered in California; its policy lets it share data with other companies of its group, Nord Security. The Standard plan costs $7.99 a month on a yearly plan, and Incogni sells it directly on its own site.

Incogni only reaches companies on its broker list. Data already leaked in breaches, government records, search engine results and brokers outside the list stay where they are, and on the Standard plan you cannot ask Incogni to contact a site that is not on the list.

Removal Effectiveness

Incogni says it covers 420 brokers. The Deloitte check described below, which Incogni commissioned, found nothing suggesting the number is lower. Its public list has 420 entries: 277 people-search sites, 127 marketing brokers and 16 risk-mitigation and recruitment brokers. 35 entries cover Canada and 45 cover Europe, so a reader in the UK or the EU gets requests to 45 companies, not to the full list.

The removal method is automated: after sign-up you sign an authorization form, and Incogni sends requests by email, web forms and broker APIs. People-search sites show their profiles publicly, and Incogni says it spot-checks them. Private brokers sell data to other businesses and have no public search, so for them Incogni uses an algorithm that guesses which brokers probably hold your data. Some requests therefore go to companies that never had your record.

Incogni re-sends requests every 60 days to people-search sites and every 90 days to other brokers, because brokers often add a deleted profile again, which is called re-listing. This re-check cadence is the main reason the service is a subscription. Repeat requests stop for a broker once it adds you to its suppression list. On a monthly plan repeat requests run only while the subscription renews, and Incogni warns that some requests take over 30 days to finish, so a one-month plan can end before they do.

The Unlimited plans add custom removals: you send a link to a page with your data, and Incogni’s staff ask that site to delete it. Incogni says this works for over 3,000 additional sites.

In a peer-reviewed study presented at the Privacy Enhancing Technologies Symposium in 2025, researchers paid for one-month subscriptions to four removal services for 71 participants living in the US. On average, 48.2% of each participant’s records were reported as removed across the four services; Incogni had the highest share, 76.6% of records per participant, and made 72.2% of its removals in the first 32 hours. The figures are the statuses the services reported, and “removed” in the study also covers records that the broker turned out not to hold. Participants did not check the broker sites themselves, though one author subscribed to all four services and confirmed that removals happened as reported. Most participants were students at one US university, which limits how far the results carry.

Privacy & Data Handling

To start, Incogni asks for your full name, home address, date of birth and email address, and a phone number if you live in the US. That is the data you hand over. You can add up to three addresses and emails, and US residents can add up to three phone numbers. Incogni passes your name, email and address to each broker so the broker can find your record.

Incogni’s privacy policy says it does not sell personal information and has never done so. The same policy allows Incogni to share data with companies of its corporate group “for administrative purposes”, and to use your sign-up email for marketing until you unsubscribe (this is what the service does with your data). Payments, support tickets, cloud storage, email marketing and analytics go through outside processors named in the policy, among them Amazon Web Services, Google BigQuery, Zendesk and Mailchimp. Incogni keeps the data it needs for the service for up to 24 months after the subscription ends, unless you ask for deletion earlier.

Incogni says its infrastructure is mainly in the EU and that it has completed a SOC 2 Type 2 examination. It does not name the auditor or publish the report. The account supports optional two-factor authentication.

Incogni has no publicly reported data breach.

Transparency & Verifiability

The dashboard shows a status for each broker: completed, in progress, failed or escalated. The completed counter also includes brokers that replied they held no data on you. Incogni states that it does not know what personal information a broker deleted, and the 2025 study found that Incogni did not show participants which personal data the found records contained. The proof of removal is therefore a status, not a screenshot or a copy of the deleted record.

In August 2025 Deloitte’s Lithuanian firm issued a limited assurance report on Incogni’s removal process under the ISAE 3000 standard. As of 18 July 2025 it found nothing suggesting that Incogni covers fewer than 420 brokers, receives confirmations from fewer than 420, re-sends requests less often than every 60 or 90 days, sold customer data in 2024, or processed fewer than 245 million requests. A company on Incogni’s side ordered the report, and it is addressed to the management of that company and Incogni, so this is a check commissioned by the vendor, not an independent verification. The report itself says its level of assurance is substantially lower than in a full assurance engagement, and it does not cover security or compliance with privacy laws.

The broker list is public, with each broker’s category and region, so you can see how many brokers cover your country. Consumer Reports’ 2024 test of people-search removal services did not include Incogni.

Usability & Support

After you fill in your details and sign the authorization form, Incogni sends the requests on its own. When a broker holds a profile that matches you only partly, for example the right name and address but no date of birth, Incogni emails you to confirm whether the profile is yours. The Broker overview tab lists each broker with its compliance rating, average response time, request history and the date of the next request. A progress report arrives by email every month.

Live chat runs around the clock for subscribers, email gets an answer within 24 hours, and phone support comes only with the Unlimited and Family Unlimited plans. The iOS and Android app is available in the United States, Poland and Lithuania only, and profile edits, billing and the full broker list stay in the web app. To delete your account, you have to contact support.

The Family plans cover you and up to four other people, each with their own profile.

Price & Value

Incogni is sold on its own on its website, and its plans are also sold inside bundles by other companies of its group. Standard costs $15.98 on a monthly plan or $7.99 a month on a yearly plan, billed $95.88 a year. Unlimited, with custom removals and phone support, is sold only yearly at $179.88 a year ($14.99 a month). Family costs $191.88 a year and Family Unlimited $275.88 a year.

Every plan has a 30-day money-back guarantee, limited to one refund per customer and to the first purchase, not renewals. Customers in Germany, the Netherlands and the UK get a full refund within 30 days of a renewal charge for a subscription longer than a month, and a prorated refund later. Subscriptions renew automatically, and Incogni can change the price with advance notice.

The free Exposure Scanner checks people-search sites for your name and email and shows what it finds, but it deletes nothing (a free scan). Verifying your email for the scan counts as consent to Incogni’s marketing emails.

Pros and Cons

• Sends requests to 420 brokers by its own count and repeats them every 60 days for people-search sites and every 90 days for other brokers
• In a 2025 peer-reviewed study, Incogni had the highest share of records reported as removed of the four services tested, 76.6% per participant
• The broker list is public, with each broker's category and region
• Available to residents of the US, Canada, the UK, the EU, Switzerland, Norway, Iceland and Liechtenstein
• Standard costs $7.99 a month on a yearly plan, and every plan has a 30-day refund

• 366 of the 420 listed brokers cover the US only; 45 cover Europe
• The dashboard shows only statuses, and Incogni says it does not know what data a broker deleted
• The Deloitte check was commissioned on the vendor's side, and the SOC 2 examination names no auditor
• The privacy policy allows sharing your data with companies of Incogni's corporate group
• Removal from sites outside the list needs the Unlimited plan at $179.88 a year
• Phone support only on the Unlimited plans, and the mobile app only in three countries

Our Rating

• Removal Effectiveness7.5/10

  Incogni sends requests to 420 brokers by its own count and repeats them every 60 or 90 days, and in a 2025 peer-reviewed study it had the highest share of records reported as removed of the four services tested. Most of the list covers US brokers, and only 45 entries cover Europe.

• Privacy & Data Handling6.5/10

  Incogni needs your name, address, date of birth and email, plus a phone number in the US, and its privacy policy lets it share data with companies of its corporate group. It states that it does not sell customer data, and no data breach is on record.

• Transparency & Verifiability7.0/10

  The broker list and a Deloitte limited assurance report are public, but the Deloitte check was commissioned on the vendor's side. The dashboard shows only statuses, and Incogni says it does not know what data a broker deleted.

• Usability & Support7.5/10

  After sign-up the requests go out automatically, and the dashboard shows each broker's status, next request date and response record. Live chat runs around the clock, phone support comes only with the Unlimited plans, and the mobile app is limited to three countries.

• Price & Value7.5/10

  Standard costs $7.99 a month on a yearly plan and $15.98 on a monthly one, and every plan has a 30-day refund. Removal from sites outside the list needs Unlimited at $179.88 a year.

Overall7.2/10

Removal Effectiveness 30% · Privacy & Data Handling 25% · Transparency & Verifiability 20% · Usability & Support 15% · Price & Value 10%

See our rating methodology →