Incogni continues to dominate the data broker removal space, but with recent price increases and new competitors entering the market, is it still worth your money? After extensive testing and monitoring, here's our complete breakdown of what Incogni offers in 2025.
What is Incogni?
Incogni is a data broker removal service developed by Surfshark that automatically contacts data brokers and people-search websites to remove your personal information. Instead of manually reaching out to hundreds of websites yourself, Incogni acts as your middleman, handling the entire removal process through automated systems and follow-up correspondence.
Pros
-Comprehensive Database Coverage Incogni targets approximately 200+ active data brokers, which puts it ahead of many competitors who cover fewer sites. This extensive reach means better protection across the web.
-Flexible Pricing Options Unlike competitors like DeleteMe that force annual commitments, Incogni offers monthly plans, giving users more flexibility in how they want to pay and the ability to cancel without long-term obligations.
-Strong Company Backing Being developed by Surfshark, one of the largest VPN providers in the industry, gives Incogni solid financial backing and ensures the service isn't going anywhere. This stability is crucial for a service you'll be using long-term.
-Transparent Pricing No hidden fees or surprise charges. What you see is what you get, unlike some competitors who advertise removal from 700+ sites but require additional payments to access the full service.
-Custom Removal Requests The unlimited plan allows you to submit specific websites for custom removal, going beyond their standard database of brokers.
-Family Plan Available Supports up to five family members under one plan, making it cost-effective for households.
-Clear Dashboard The user interface provides detailed reporting on removal progress, showing which sites have been contacted and the status of each removal request.
-Excellent Value When Bundled While Incogni works great as a standalone service, it offers exceptional value when bundled with Surfshark VPN, creating a comprehensive privacy package.
Cons
-Price Increases Incogni has raised its prices from the original $70 launch price as the service has matured. While still competitive, it's no longer the budget option it once was.
-No Free Plan Unlike some newer competitors that offer limited free tiers, Incogni requires a paid subscription from day one.
-Limited Proof of Removal The biggest weakness is the lack of concrete proof that your data has actually been removed. Users receive reports showing removal requests were sent, but there are no screenshots or verification that websites actually complied with the removal requests.
-Automated Process Limitations While automation makes the service efficient, it can sometimes miss nuances that manual removal might catch, and there's less personal oversight of the process.
Bottom Line
Despite recent price increases and growing competition, Incogni remains the top choice in the data broker removal category. The combination of comprehensive coverage, flexible pricing, strong company backing, and transparent operations makes it a solid investment in your privacy.
The lack of removal verification is the service's most significant drawback, but this is unfortunately common across the industry. For most users, Incogni's automated approach combined with its extensive broker database provides excellent value.
Best for: Users wanting comprehensive data broker removal with flexible payment options Skip if: You need concrete proof of removal or want to try a free tier first