Incogni Review 2026: Hands-Off Data Broker Removal

Type your full name into a people-search site and there is a decent chance you will find your current address, a list of relatives, an old phone number and an estimated income bracket, all for sale for a few dollars. That profile is how spam callers get your number, how scammers write convincing phishing texts, and how someone you would rather not hear from finds your new apartment. This Incogni review looks at whether paying a service to fight those brokers on your behalf is actually worth the money in 2026.

You can technically do this yourself. Each broker has its own opt-out form, its own verification email, and its own habit of quietly re-listing you six months later. Multiply that by a few hundred companies and the DIY approach becomes a part-time job nobody finishes. Incogni’s pitch is simple: hand over the paperwork, and it sends and resends the requests for you.

What is Incogni?

Incogni is a subscription data removal service owned by Surfshark, the VPN company that sits under the Nord Security umbrella. You give it your name, addresses, email and phone numbers, sign a limited power of attorney so it can act on your behalf, and it sends legal removal requests to data brokers that are likely to hold your information.

The requests lean on privacy laws such as GDPR in Europe, the UK GDPR, and US state laws like the CCPA in California. After the first wave, Incogni keeps re-sending requests on a schedule, because brokers have a well-documented habit of re-acquiring and re-publishing data. As of 2026, the service is available in the US, UK, EU, Canada, Switzerland and a handful of other European countries.

What it is not: a credit monitor, an identity theft insurance policy, or a tool that scrubs Google. It goes after the companies that collect and sell your data, and that is the whole job.

Key features

• 420+ data brokers covered: According to Incogni and most independent reviews, its automated list covers roughly 420 brokers, including people-search sites, marketing lists, recruitment databases and risk-mitigation firms.
• Recurring removal requests: Incogni re-sends requests periodically (reported as roughly every 60 days for people-search sites and 90 days for others), so re-listings get caught without you doing anything.
• Custom removal requests: On the Unlimited and Family Unlimited plans, you can submit any site that shows your data and Incogni will send a request there too, even if it is not on the standard list.
• Progress dashboard: A web dashboard shows each broker’s status (request sent, in progress, completed), which is the closest thing you get to proof of work.
• Broker severity ratings: Brokers are tagged by how sensitive the data they hold tends to be, which helps you understand why a given site matters.
• Family plans: Family tiers cover up to five people under one subscription, each with their own removal pipeline.
• Independent assurance: Incogni’s removal process was reviewed by Deloitte under a limited assurance engagement, which is a narrower check than a full audit but more than most competitors publish.
• Live phone support on top tiers: The Unlimited plans add phone support, per the company.

How it actually performs

The honest answer is that Incogni performs about as well as the brokers let it. It cannot force a company to comply faster than the law requires, and it cannot remove you from a site that is not on its list unless you pay for custom removals. With that caveat, independent reviews and aggregated user reports paint a fairly consistent picture.

Example 1: The first 90 days

Incogni sends the first batch of requests within days of signup. Brokers covered by laws like the CCPA or GDPR generally have 30 to 45 days to respond, so the dashboard tends to move slowly at first and then fill in. One independent reviewer, writing up nearly four months on the Unlimited plan, reported 107 removal requests sent to 44 brokers, with 102 of those marked completed. That is a completion rate of roughly 95%, which is in line with what other long-running reviews describe.

A reasonable expectation for a typical US user: dozens of brokers contacted in the first week, most of the high-volume people-search sites resolved by month two or three, and a steady trickle of follow-up requests after that.

Example 2: What the numbers do not show

“Request completed” means the broker confirmed removal or stopped listing you. It does not mean the data is gone from the internet. If a broker re-buys your data from a partner next quarter, Incogni’s recurring requests are supposed to catch it, but there will be a gap. Several reviews also note that some major people-search sites (Whitepages is the one most often named) have not been part of the automated list, which means you either file those yourself or pay for Unlimited and submit them as custom requests.

Where it falls short

The Standard plan is the classic “set it and forget it” tool, and that cuts both ways. You get very little control over which brokers are targeted, and the dashboard tells you what was sent, not what was actually found about you before signup. Services like Optery show screenshots of your listings before and after removal. Incogni does not, so you are trusting the status labels.

Spam call reduction is the most common real-world benefit users report, but it is gradual and hard to attribute. If you expect your phone to go quiet in week two, you will be disappointed.

Pricing breakdown

Incogni has four main plans. Prices below are list prices as of 2026; promotional discounts (including Black Friday sales) frequently knock 50% or more off annual plans, so check the current offer before buying.

Plan	Annual billing	Monthly billing	Who it covers	Custom removals
Standard	$95.88/yr (~$7.99/mo)	$15.98/mo	1 person	No
Unlimited	$179.88/yr (~$14.99/mo)	$29.98/mo	1 person	Yes, unlimited
Family	$191.88/yr (~$15.99/mo)	$31.98/mo	Up to 5 people	No
Family Unlimited	$275.88/yr (~$22.99/mo)	$45.98/mo	Up to 5 people	Yes, unlimited

Standard is for most individuals. It handles the 420+ broker list and the recurring requests, which is the bulk of the value.

Unlimited is for people who have found their data on specific sites that Incogni does not cover automatically, or who have a higher risk profile (journalists, people leaving abusive relationships, anyone with a public-facing job). The custom removal feature is the real reason to pay almost double.

Family makes sense once you are covering three or more adults. At five people it works out to well under $4 per person per month on annual billing.

Family Unlimited is the “covering parents and a partner who keep getting scam calls” plan. Expensive, but cheaper than three separate Unlimited subscriptions.

Two pricing notes worth calling out. First, monthly billing roughly doubles the cost, so only use it if you want a month or two to see results before committing. Second, there is no free plan and no trial, only a 30-day money-back guarantee. If you want to try it, the annual Standard plan with the refund window as a safety net is the lowest-risk way in.

Who should use Incogni?

Incogni is a good fit if you:

• Get a steady stream of spam calls, texts or junk mail and suspect your details are being sold
• Have moved recently and do not want your new address on people-search sites
• Want removal handled entirely in the background, with no weekly chores
• Live in the US, UK, EU or Canada, where privacy laws give its requests real teeth
• Are buying for a household and want one bill for everyone

Who shouldn’t use Incogni:

• People who want proof. If you need to see exactly what each broker had on you, a service with before-and-after screenshots like Optery will be more satisfying.
• Anyone looking for identity theft protection. Incogni does not monitor your credit or offer insurance. If that is your main worry, a bundle is a better use of the money.
• People who need Google results or news articles gone. That is a reputation management problem, not a data broker problem.
• Very tight budgets. If you are willing to do opt-outs manually for the 20 to 30 biggest people-search sites, you can get a meaningful chunk of the benefit for free, at the cost of a few weekends.

Alternatives worth considering

Incogni vs Aura

Aura is an all-in-one identity protection bundle that includes data broker removal alongside credit monitoring, identity theft insurance, a VPN, antivirus and password management. Most independent comparisons credit Incogni with considerably wider broker coverage, and Aura does not offer custom removal requests. Annual plans start around $10 a month for Aura versus about $8 for Incogni Standard. Aura has a longer 60-day refund window versus Incogni’s 30 days.

The short version: pick Incogni if removal is the job; pick Aura if you want one subscription to cover removal, monitoring and insurance and can live with a smaller broker list.

Other options

• DeleteMe: The older, more hands-on rival. Roughly $129 a year for one person, annual billing only, and it sends you detailed reports written by human privacy advisors. Better reporting, higher price, and broker coverage figures vary a lot depending on who you ask.
• Optery: Offers a free tier that scans a limited set of major brokers, plus paid tiers with before-and-after screenshots of your listings. The best choice if you want visible proof, though paid plans that match Incogni’s coverage cost more.

Best data removal service 2026: where Incogni lands

If the question is which service removes you from the most brokers for the least money with the least effort, Incogni is the default answer in 2026. It is not the most transparent (Optery) or the most full-featured (Aura), and DeleteMe’s human-written reports are nicer to read. But for straightforward value per broker, it is hard to beat.

Final verdict

Is Incogni worth it in 2026? For most people, yes. The Standard plan covers more brokers than most direct rivals, runs entirely in the background, and costs less than a streaming subscription when billed annually. The Deloitte limited assurance review is a credibility point competitors mostly lack.

The tradeoffs are real: limited visibility into what was actually found, no free tier, and the most useful extra (custom removals) is locked behind a price that nearly doubles the bill. Buy Standard on annual billing, use the 30-day guarantee as your trial, and upgrade to Unlimited only if you find yourself on sites it does not cover. If that sounds like a fit, you can grab the annual plan here and let the refund window do the risk management.

Rating: 4.3 / 5. A focused, reasonably priced removal service that does the boring part well and does not pretend to be anything else.