Regain Control of Your Digital Identity with Incogni

In today’s increasingly connected world, every click, like, subscription, and online purchase contributes to a vast and often invisible trail of personal data. This data, which includes your full name, email address, home address, telephone number, and even your browsing habits, is eagerly harvested by data brokers. These brokers buy, sell, and share your personal information, often without your knowledge or explicit consent.

For most of us, attempting to remove our data from these digital middlemen would be a daunting, time-consuming process—one that could involve contacting hundreds of companies individually, understanding complex privacy policies, and citing data protection legislation. This is where Incogni steps in, offering an efficient and legally backed solution to a problem many aren’t even fully aware they have.

Launched in 2021 by Surfshark, the company known for its VPN and cybersecurity products, Incogni is an automated personal data removal service that empowers users to regain control over their digital identities. As of April 2025, Incogni works with over 200 data brokers across the United States, European Union, and Canada, regions where privacy laws such as the GDPR and CCPA provide the legal foundation to enforce data deletion.

What Exactly Does Incogni Do?

Incogni acts as a privacy proxy. Once you register and authorise the platform to act on your behalf, it begins contacting data brokers with formal opt-out requests, compelling them to delete your personal data and stop future collection wherever possible.

Data brokers typically specialise in collecting, aggregating, and monetising information about individuals, whether for marketing, credit scoring, insurance underwriting, or background checks. These entities often compile extensive profiles from both public and private sources, making them difficult to track and even harder to manage individually.

Incogni simplifies this entire process. Using applicable privacy legislation, it automatically generates and sends requests to remove your data. It also maintains communication with brokers that may require follow-up. For example, under GDPR (applicable to EU citizens) and CCPA (for California residents), individuals have the legal right to access, correct, and request deletion of their personal data.

Additionally, Incogni works to suppress future data collection, meaning that once your data is deleted, efforts are made to prevent it from being re-collected or sold again in the future. This ongoing effort provides peace of mind in a data landscape that’s constantly shifting.

Pricing Plans

Incogni offers two main subscription options designed to fit different needs and budgets:

• Individual Plan: $14.98/month or $89.88/year (equivalent to $7.49/month when paid annually)
  
  
• Family & Friends Plan: $32.98/month or $197.88/year (equivalent to $16.49/month annually)

Both plans include a 30-day money-back guarantee, allowing users to try the service risk-free and evaluate whether it meets their expectations.

The Individual Plan is ideal for solo users who want to reduce their online exposure. Meanwhile, the Family & Friends Plan extends these benefits to multiple people, perfect for families, housemates, or even small businesses looking to protect their members’ data.

When viewed in the context of online threats such as identity theft, phishing, or spam, the cost of Incogni’s service is modest. A single instance of compromised personal data can lead to financial loss, reputational harm, or even legal issues, making data privacy a worthwhile investment.

Key Benefits: Why Choose Incogni?

1. Automation and Simplicity

Incogni’s greatest asset is its automation. Once you grant permission, Incogni initiates and manages the entire data removal process. You’re spared from writing individual emails, navigating obscure opt-out forms, or dealing with unresponsive companies.

2. Real-Time Tracking

The platform includes a user-friendly dashboard that provides insight into the current status of each removal request. You’ll see which data brokers have complied, which are in progress, and which have yet to respond. This level of transparency builds trust and ensures that users stay informed.

3. Legally Backed Enforcement

Because Incogni operates within jurisdictions governed by robust privacy laws, its requests carry legal weight. Brokers are not simply asked—they are obligated to comply under the threat of regulatory consequences. This dramatically increases the success rate of data removal compared to manual efforts.

4. Wide Geographical and Broker Coverage

With coverage across the U.S., EU, and Canada, Incogni provides protection where it matters most. It works with over 200 brokers and continues to expand its reach. The service is particularly valuable for users living in countries with formal data protection frameworks.

Things to Keep in Mind: Limitations and Considerations

1. Coverage Gaps

Some users on community forums have pointed out that certain major data brokers, such as TruthFinder and WhitePages, are not always included, despite being listed on Incogni’s marketing materials. This can cause confusion or disappointment for users who expected comprehensive coverage.

2. Manual Intervention May Still Be Needed

While the vast majority of the process is automated, some particularly resistant brokers may require manual follow-up from the user. In such cases, Incogni provides guidance, but users may still need to invest time to achieve full deletion.

3. Effectiveness Isn’t Always Guaranteed

A recent academic study found that many PII removal services, including Incogni, were unable to remove all personal data from the databases of brokers. This isn’t necessarily due to faults in Incogni’s system—it reflects the deeply entrenched and opaque nature of the data broker industry itself.

Is Incogni Worth It?

In a world where data is currency, protecting your personal information is no longer optional—it’s essential. While no tool can offer absolute removal from the entire web, Incogni provides one of the most convenient, effective, and legally sound solutions available.

It’s particularly well-suited to:

• Every day users who value digital privacy
  
  

• Parents want to safeguard their families
  
  

• Professionals and public figures are concerned about doxxing or stalking
  
  

• Anyone affected by a data breach seeking to limit further exposure

The service is simple to use, backed by law, and continually improving. While you may still need to take action for especially stubborn data brokers, Incogni significantly reduces the burden on individuals trying to navigate the complex web of data privacy. For those ready to take control of their data and protect their online presence, you can explore the service or begin your subscription at Incogni.com.