Your name, address, and phone number are sitting on dozens of data broker sites right now, and you probably didn’t put them there.
Incogni is a legitimate, automated personal data removal service, owned by Surfshark, that sends opt-out requests to 420+ data brokers on your behalf. It’s independently audited, reasonably priced starting at $7.99/month, and genuinely reduces how much of your information is exposed online. Though it isn’t free, does not guarantee permanent removal, and isn’t the only option worth considering.
Here’s what it actually does, what real users and independent testers say, what it costs, and how it stacks up against DeleteMe, Aura, and LifeLock, updated for 2026 and consistent with what we found researching last year’s incogni review 2025 coverage too.
What is Incogni?
Incogni is a subscription service that finds where your personal data is listed on data broker and people-search sites, then automatically sends legal removal requests on your behalf.
As an incogni identity protection tool, it works upstream of identity theft, instead of you manually visiting hundreds of broker sites and filling out opt-out forms one by one, Incogni automates the process and keeps re-checking so your data doesn’t quietly reappear a few months later.
The incogni company launched in September 2021 as an internal project at Surfshark before becoming its own standalone product in 2022.
Who owns Incogni? (The Surfshark and Nord connection, explained)
Incogni is owned by Surfshark, and Surfshark merged with Nord Security, the company behind NordVPN, in February 2022. Incogni and NordVPN are sister products under the same corporate group, but they’re run by separate teams with separate apps, dashboards, and support.
You don’t need a NordVPN or Surfshark subscription to use Incogni on its own, and buying incogni surfshark bundles through Surfshark One+ doesn’t sign you up for a separate VPN account you didn’t ask for.
If you’re searching in another language, incogni avis in French, or incogni erfahrung and incogni erfahrungen in German, the consensus internationally lines up with the English-language reviews: a legitimate, independently verified service.
Incogni’s parent company is legally registered as Incogni Inc, based in Mission Viejo, California, with data processing handled on EU-based infrastructure in line with GDPR.
Is Incogni legit, Or Is It A Scam?
No. Incogni scam searches turn up nothing substantive, with no lawsuits, no fraud reports. It is a real, operating company. Here’s the concrete evidence behind it.
- It’s independently audited by Deloitte under the ISAE 3000 standard, the first data removal company to get that kind of third-party verification of its actual removal claims, not just its own marketing numbers.
- It’s BBB accredited, and it operates under real privacy law (GDPR, CCPA, UK GDPR), which is also the legal basis it uses to force data brokers to comply.
- It’s SOC 2 Type II audited for its security practices, encrypts data in transit and storage, and offers optional two-factor authentication.
- On Trustpilot, it holds roughly a 4.4-star rating from around 3,000 reviews, and it carries an Editors’ Choice award and a 4.5-star “Outstanding” rating from PCMag.
How good is incogni compared to just doing nothing about your exposure? Considerably better, even a partial cleanup beats none.
How Incogni Works
- Sign up and enter your basic details, like name, current and past addresses, date of birth, and email.
- Incogni scans data broker and people-search sites for matches to your information, which typically takes up to 48 hours for the first pass.
- It automatically sends removal requests to every matching broker, using GDPR, CCPA, or similar legal grounds, depending on your location.
- You track progress on a dashboard, showing which requests are sent, in progress, or completed.
- It keeps monitoring and resubmitting, because brokers frequently re-acquire and re-list your data over time.
Individual broker requests are typically resolved within about 14 days, and the bulk of the process finishes somewhere between 30 and 45 days, though a full cleanup can take longer depending on how many brokers had your data.
Incogni pricing in 2026
Incogni sells two main tiers, each available as an individual or family plan:
| Plan | Monthly billing | Annual billing |
|---|---|---|
| Standard (Individual) | $15.98/mo | $7.99/mo ($95.88/yr) |
| Standard (Family) | $31.98/mo | $15.99/mo ($191.88/yr) |
| Unlimited (Individual) | Annual only | $14.99/mo ($179.88/yr) |
| Unlimited (Family) | Annual only | $22.99/mo ($275.88/yr) |
The Unlimited tier adds unlimited custom removal requests (handled by a privacy specialist) for sites outside Incogni’s standard broker list, plus its Exposure Scanner tool. Every plan comes with a 30-day money-back guarantee.
On discounts: Incogni doesn’t run a lot of public incogni promo code. The main way to get an incogni deal is picking annual billing over monthly, which roughly cuts the price in half. That’s the closest thing to incogni discounts most people will find. It does offer a legitimate incogni student discount and graduate discount through StudentBeans, plus an official incogni affiliate program and a referral program that gives both sides a discount.
If you see an incogni discount code floating around outside those official channels, verify it directly on incogni.com before trusting it.
Does Incogni Have a Free Scan or a Free trial?
Incogni does not have a permanent free tier or a time-limited free trial of its removal service. Every plan requires payment upfront. What it does offer is a separate, genuinely free tool called the Exposure Scanner (at incogni.com/am-i-exposed) that checks how exposed your information already is before you commit to anything. The actual removal work itself is paid.
Functionally, the 30-day money-back guarantee acts as a de facto trial: you can subscribe, watch it work for a few weeks, and request a refund if you’re not satisfied.
How Effective is Incogni?
How effective is incogni comes down to numbers, not adjectives. A few independently sourced data points:
- Deloitte’s audit verified Incogni’s removal volume and coverage claims, reporting a 76.6% independent success rate on requests sent.
- Incogni states its coverage spans 420+ data brokers across the US, EU, UK, and Canada, though the exact number available to you depends on your region and plan. Yes, incogni Canada is explicitly covered, alongside incogni review UK audiences.
- Multiple outlets, including PCMag, reported real, verifiable removals within the first one to two weeks of signing up during testing.
Incogni can’t force every broker to comply. Some categories of information (public court records, social media, government filings) fall outside what any removal service can touch, and removed listings can reappear months later as brokers re-collect data from new sources, which is exactly why the subscription model, not a one-time purchase, is how this category works.
Incogni Reviews: What Real Users Actually Say
People notice removals happening within the first couple of weeks, describe the dashboard as easy to understand, and appreciate not having to deal with data brokers directly themselves.
Some incogni complaints center on pricing and regional coverage not being as clear as expected upfront. For example, a US-based subscriber’s requests are matched to brokers relevant to their region, not the full global list, which caught some reviewers off guard when they compared notes with someone in another country. It’s a reasonable design choice, but worth going in with the right expectations rather than assuming every plan removes you from every broker worldwide.
Incogni is also a recurring YouTube sponsor, incogni com veritasium ad reads on Derek Muller’s Veritasium channel and johnny harris incogni sponsorships on Johnny Harris’s channel are both real, confirmed partnerships, not knockoffs using the name.
Incogni Vs The Competition
Incogni wins on broker coverage and price, DeleteMe wins on human-assisted reporting, Aura wins if you want a bundled security suite, and Cloaked isn’t really in the same category since it prevents future exposure rather than removing existing data.
Incogni vs DeleteMe
DeleteMe has been around since 2010 and advertises broader raw broker coverage, but a large share of that requires manual, human-assisted custom requests, often capped at 40 to 60 per year, depending on plan. Incogni’s process is fully automated with no such cap on the Unlimited tier, and it’s generally cheaper. DeleteMe’s advantage is a named human privacy advisor and detailed quarterly PDF reports, which some users prefer over a fully automated dashboard.
Incogni vs Aura
Aura isn’t a data-removal specialist. It’s a broader identity protection bundle that includes a VPN, antivirus, credit monitoring, and identity theft insurance, with aura personal data removal as one feature among several. If you’ve read aura data removal reviews elsewhere, or seen aura com remove my data mentioned as its own product page, know that it’s a bundled feature, not a standalone specialist tool.
Aura covers roughly 140–200+ brokers, fewer than Incogni’s 420+. If pure broker removal is your only goal, Incogni does more of it for less money. If you want removal bundled with credit monitoring and insurance in one subscription, Aura’s case gets stronger.
Incogni vs LifeLock
LifeLock (owned by Norton) is primarily identity theft monitoring and insurance. It watches for signs your identity is already being misused and helps you recover if it is.
It isn’t built around proactively removing your data from broker sites the way Incogni is. Lifelock vs incogni really comes down to prevention versus monitoring: Incogni tries to reduce your exposure before something happens; LifeLock is there to help you respond after. Some people reasonably use both for different reasons.
Where Cloaked fits in
Cloaked takes a different approach entirely: instead of removing data that’s already out there, it gives you disposable aliases (fake emails, phone numbers, and card numbers) so new sign-ups never see your real information in the first place. It’s a reasonable pairing with Incogni. Incogni cleans up past exposure, Cloaked helps prevent new exposure going forward, rather than a straight substitute for either.
How to Cancel Incogni
Canceling takes a few minutes and doesn’t require a phone call:
- Log in to your Incogni account at incogni.com.
- Go to Settings > Subscription & Billing.
- Select Cancel subscription or turn off auto-renewal.
- Your access continues until the end of your current paid period; there’s no automatic prorated refund, so request one separately within the 30-day guarantee window if you’re eligible.
Keep in mind that canceling stops new removal requests and re-scans, and previously removed listings can start reappearing within a few months as brokers re-acquire data, since ongoing monitoring is the whole point of the subscription.
Should you get Incogni?
Get it if: you want a hands-off way to reduce spam calls, phishing attempts, and general online exposure, and you’re comfortable with an ongoing subscription rather than a one-time fix.
Consider a different option if: you specifically want a bundled identity-theft-insurance product (Aura), you want a named human advisor and don’t mind paying more (DeleteMe), or your main goal is preventing future exposure rather than cleaning up existing listings (Cloaked).
Frequently asked questions
Is Incogni a NordVPN product?
Not directly. Incogni was built by Surfshark, which merged with Nord Security (NordVPN’s parent company) in 2022. They’re sister companies under one corporate group, not the same product.
Is Incogni legit or a scam?
Legit. It’s Deloitte-audited, BBB accredited, SOC 2 Type II certified, and operates under real data privacy law, with a verifiable independent removal success rate.
Is Incogni a VPN?
No. The incogni vpn confusion is common because of the Surfshark connection, but Incogni is a data removal service, not a VPN. It doesn’t encrypt your traffic or hide your IP address. It removes your personal information from data broker databases.
Does Incogni have an app?
Does incogni have an app in the mobile sense? Incogni works primarily through its web dashboard rather than a dedicated incogni app on iOS or Android, so you manage everything from a browser on any device.
How much does Incogni cost?
$7.99/month billed annually for an individual Standard plan ($95.88/year), or $15.98/month billed monthly. Family and Unlimited tiers cost more; see the pricing table above for exact figures.
Is there an Incogni free scan?
Incogni offers a separate free Exposure Scanner tool to check how exposed you currently are, but the actual data removal service itself requires a paid subscription. There’s no free tier or free trial for removals.
Is Incogni worth it?
For most people who want an automated, hands-off way to reduce spam and identity theft risk, yes, it’s competitively priced and independently verified. If you want a bundled security suite instead of a removal specialist, Aura may fit better.
Has Incogni faced incogni legal action or lawsuits?
We found no public reports of lawsuits against Incogni in our research. The “legal” angle people usually mean is the legal basis Incogni uses to force brokers to comply, privacy laws like GDPR and CCPA, not litigation against the company itself.
Is Incogni available in Canada and the UK?
Yes. Incogni’s coverage explicitly includes US, EU, UK, and Canadian data brokers, in addition to other regions, though the specific list of brokers checked depends on where you’re located.
How do I cancel my Incogni subscription? Through your account settings under Subscription & Billing. No phone call needed. See the step-by-step section above.