Review · Personal · Privacy · Data-Removal Services
Incogni Review: Broad recurring removal, without an expensive plan
Strong automated value
Incogni earns 89/100 as a strong, hands-off operative. Every paid plan covers the same 420-plus automated broker list, and Deloitte independently checked that the recurring requests actually go out. The best independent study in our research found a 76.6% removal rate for Incogni — the highest of the four services tested. But the study leaned on a small group of mostly students, over a short time. PCMag rates it 4.5, Outstanding, one of its three Editors' Choice picks here. Incogni tells you it did the work. It rarely shows you.
- Price: $95.88/yr — $7.99/month effective, billed annually for Standard; tax may apply
- Removal model: Automated + recurring
- Evidence surfaced: Confirmations + history
- Who it's for: Broad, hands-off use
The evidence
How Incogni scored on our scorecard
Full scorecard, testing notes & sources
Deloitte checked Incogni's work in 2025. It confirmed that repeat requests go out to 420-plus brokers and that removals come back confirmed. A 2025 study in a peer-reviewed journal measured a 76.6% removal rate — the best of the four services it tested. Read that number with care. The testers were mostly students, and the study ran a short time.
Standard covers 420-plus brokers. Unlimited adds hand-done removals at 2,000-plus more sites. It works across the U.S., Canada, the U.K., the EU and some nearby countries. What the law lets a service demand does change by region.
We scored this against all nine services in August 2026. Incogni has no audited security badge — no SOC 2, no ISO 27001. Even so, nobody here has better outside proof of the actual removal work. On August 6, 2025, Deloitte signed off on four things. The 420-plus broker list. The removal confirmations coming back. The 60-day and 90-day repeat schedule. And the promise not to sell your data. A named firm, a dated report. Nothing else in this set has that. Two things keep the score under Optery and Cloaked. There is no audit of the security itself. And Incogni can hold your data 24 months after you quit unless you ask it to delete — the longest wait here. One more thing: removal only works by handing your details to brokers.
The dashboard shows each broker's status, your request history, how long a removal takes on average, the confirmations, and a monthly report. Deloitte's sign-off and the peer-reviewed study back all that up from the outside. But you still don't get before-and-after screenshots. Optery gives you those.
Standard runs $95.88 a year and covers all 420-plus brokers. A five-person family plan is $191.88 a year. There is no free plan. Hand-done removals mean paying $179.88 a year for Unlimited.
Scored on our scorecard, the same one every product in this category gets — see the full methodology on the category hub. Unverified scores are not published.
Testing note: We did not pay for an Incogni account. The score comes from Incogni's own plan, privacy and process pages. Then the Deloitte report, the peer-reviewed 2025 study, TechRadar's hands-on test, and what customers say. We did not turn Incogni's own marketing totals into a success rate for you.
The method
You give Incogni your details and permission to act for you. It then files opt-out requests — that is a formal request to take your record down. Public people-search sites can be searched for your name. Private broker databases cannot be, so Incogni files anyway, wherever a broker might hold you. It logs every answer. Then it asks again: every 60 days for public sites, every 90 for private ones. It stops only when a site has you on a do-not-relist record.
That loop is the whole product. You are not buying one removal. You are buying the repeat. It cuts your exposure over time. It cannot erase public records, force every broker to obey, or stop anyone collecting you again.
Plans, and the coverage you actually get
Standard is $95.88 a year. It covers repeat removal from 420-plus brokers, and it takes more than one email, address and phone number. Unlimited is $179.88 a year and adds hand-done removals, a scanner and phone support. Family plans cover five people: $191.88 a year, or $275.88 with the extras.
Here is the smart part. Incogni does not hold back brokers for the pricier plans. Everyone gets all 420-plus. Paying more buys hand-done work and a person on the phone, not a bigger list.
The background check
The privacy policy is unusually plain. It names the data it needs to find you. It names the firms that help run the service. And it admits it has to hand your details to brokers to file for you. It also says Incogni does not sell your data, and that you can see it, fix it or delete it.
The real price is not the money. You hand a privacy company proof of who you are so it can fight other companies for you. Incogni keeps that for up to 24 months after you leave, or until you ask it to delete. If that bothers you, ask for deletion the day you cancel.
The evidence, and where it stops
Deloitte checked five claims as of July 18, 2025. The broker list. How confirmations are handled. The repeat schedule. The promise not to sell. And the total requests filed. A peer-reviewed study clocked Incogni at a 76.6% removal rate, best of the four services tested. The researchers warned that their testers were mostly U.S. college students, who may look nothing like you.
You can check each broker's status and your full request history, and outside reviewers found the dashboard easy to read. If you want before-and-after screenshots, look at Optery first.
User sentiment
Trustpilot had 2,885 reviews when we looked. 86% gave four or five stars. 12% gave one or two. Happy customers say it was easy and they saw listings come down. Unhappy ones want better proof, faster support, or expected more. Reddit threads split the same way, and say again and again that removal is upkeep, not a one-time fix. We use this for the trade-offs. It does not prove the service works.
The trade-offs
Strengths & weaknesses
Best for: People who want the legwork handled, with almost nothing to do after setup
Skip it if: you need before-and-after screenshots for each listing, a free scan before you pay, or custom takedowns on the cheapest plan
Strengths
- All paid plans include the same 420+ automated broker set
- Deloitte independently checked Incogni's repeat requests and how it handles confirmations
- Annual Standard and five-person Family plans are priced well
- Works across the U.S., Canada, the U.K., the EU, and nearby countries
- Privacy policy clearly lists what data it collects, who handles it, and how to delete it
Weaknesses
- No free scan or free removal tier
- Custom removals and exposure scanning require Unlimited
- You get status updates and confirmations, not screenshots
- Your data can sit there 24 months after you cancel unless you ask it to go
- Results depend on brokers playing along, and on the work never stopping
Alternatives
If Incogni isn't the fit
Optery
The clearest proof trail, if you pick the right plan
Read the Optery review →Best broad-coverage servicePrivacy Bee
The widest documented beat, with unusually clear privacy promises
Read the Privacy Bee review →Best prevention bundleCloaked
Remove yesterday's exposure and stop handing out tomorrow's identity
Read the Cloaked review →