Quick take
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Short answer: Incogni is the most affordable way to automatically remove your personal information from data brokers and people-search sites. You authorize it once and it keeps sending legal opt-out requests on your behalf, then re-sends them because brokers often re-list people. It's cheaper than DeleteMe and fully automated, but it can't remove information from sources like social media or public records, and you'll still see some listings reappear over time.
How data broker removal works
Data brokers collect your name, address, phone number, relatives and more from public records, purchases and online activity, then sell or publish it. Most are required to honor opt-out requests under laws like the GDPR in Europe and state privacy laws such as California's — but there are hundreds of brokers and each has its own process.
Incogni automates this:
- You sign up and grant Incogni permission to act on your behalf.
- It sends removal requests to the brokers it covers.
- It tracks responses and follows up with brokers that don't comply.
- It repeats requests on a schedule, because brokers frequently re-add people.
Plans and pricing
Plan | Reported price | What's different |
|---|---|---|
Standard | ~$95.88/year (more if billed monthly) | Automated removals from Incogni's broker list |
Unlimited | ~$179.88/year | Adds custom removal requests for sites you find yourself |
Family / bundles | Varies | Also available bundled in Surfshark One+ |
Incogni says it covers 270+ data brokers; independent reviews have cited different figures, so check the current list. Prices vary by promotion.
What Incogni can't do
- It can't remove public records (property, court records) at the source.
- It can't scrub social media or news articles.
- It doesn't remove data from every people-search site — coverage depends on its broker list.
- It doesn't stop new data collection; it's an ongoing cleanup.
Do-it-yourself alternative
You can opt out of major people-search sites yourself for free — each site has an opt-out form. It's time-consuming (and needs repeating), which is exactly what Incogni automates.
Incogni vs. DeleteMe
| Incogni | |
|---|---|---|
Price (individual) | ~$96/year | ~$129/year |
Process | Fully automated | Automated plus human privacy advisors |
Reports | Dashboard | Detailed reports roughly every quarter |
Custom requests | Unlimited plan | Included on plans |
Our take: Incogni is better value for most people; DeleteMe suits those who want human-verified removals and detailed reports.
Verdict
Incogni is the easiest and most affordable way to reduce your exposure on data broker and people-search sites. It's not a one-time fix and won't touch public records or social media, but for ongoing, hands-off removal, it's our value pick.
Frequently asked questions
Does Incogni actually work?
Yes, for the brokers it covers. It sends legally backed opt-out requests and repeats them. Expect a reduction in listings, not total removal from the internet.
How long does Incogni take?
Brokers have different response times; many requests are processed within weeks, while others take longer.
Is Incogni safe?
You share personal details with Incogni so it can find and remove your listings. It's operated by a company in the Surfshark/Nord Security group and is a widely used service.
Sources
- TechRadar, Incogni review (January 2026 pricing)
- Security.org, Incogni review and pricing 2026
- Incogni, Incogni vs. DeleteMe (broker coverage claim)
The bottom line
