Incogni Review: Is This Data Removal Service Worth It?

When assessing the best way to reclaim your privacy, the personal data removal service Incogni, offered by the cybersecurity company Surfshark, is a popular option. It works by automatically sending requests to data brokers and people-search websites, erasing personal information from their databases.

In this review, we evaluate Incogni's pricing, plans, features, and performance, including results from our own in-house test, to determine if it lives up to its claims. We've also reviewed user feedback on Trustpilot and Reddit, and will address any questions to make this decision-making process more manageable for you.

Pricing and Subscription Options

The service operates on a subscription model, with payment options available on a monthly or annual basis. They offer plans tailored to individuals and families, all of which come with a 30-day money-back guarantee. Below is a breakdown of Incogni's pricing (in USD):

Standard Plan (Individual): The Standard Plan is $15.98 per month if paid month-to-month. However, prepaying for a year results in a significantly lower price of $95.88, which breaks down to just $7.99 per month - a 50% savings. This plan is tailored for one individual and will scrub your personal data from all the supported brokers.

Unlimited Plan (Individual): The Unlimited Individual plan is $29.98 if paid monthly. However, the annual subscription costs $179.88, which breaks down to approximately $14.99 per month. The Unlimited plan includes all the Standard's features, plus custom removals, which we'll cover in the next section.

Family Plan: The Family plan supports up to five people under one subscription. Coming in at $31.98 per month if paid monthly, or $191.88 per year when billed annually, which works out to approximately $15.99 per month. The Family plan offers the same features as the Standard plan, but reduces the price for groups of users, allowing everyone to save.

Family Unlimited Plan: As the most feature-rich plan, our Family Unlimited plan is the ideal choice, covering up to five users. The monthly subscription cost is $45.98. However,  when opting for a one-time payment of $275.88 per year, or $22.99 per month when averaged out annually, each user on this plan gets the full spectrum of custom removals and all the other bells and whistles.

Your subscription will automatically renew unless you cancel. However, there is no free plan or trial. The 30-day money-back guarantee provides a risk-free month when you sign up for Incogni. Incogni occasionally runs promotional offers, such as teaming up with other VPN services like Surfshark or NordVPN, for instance, and knocking off some of the price.

Available Plans and Versions

Incogni offers several subscription versions to cater to different needs. Here's an overview of each plan type and what it includes:

Standard Plan: This plan sends automated removal requests to the entirety of Incogni's list of data brokers and people search sites, which exceeds 420. It is also capable of handling the removal of multiple personal data points, allowing you to list several email addresses, phone numbers, and physical addresses for Incogni to work its magic on.

Unlimited Plan: When you choose the Unlimited plan, you'll get everything included in the Standard plan, plus additional benefits. Custom Removals is part of the deal, allowing you to request Incogni's help in scrubbing your personal data from websites and data brokers that aren't already on their default list. Unlimited plan holders also get priority support, and as a bonus, phone support is available to them, 24/7.

Family Plan: By signing up for Incogni's Standard service, you can cover up to five family members on a single account. Each of them will have their own customisable dashboard and can enter their personal details, with the family account paying one discounted rate per person. This plan is designed for families or groups of friends who want to protect their privacy and enjoy the convenience of a single, easy-to-manage subscription.

Family Unlimited Plan: The Family Unlimited plan offers a multi-user capability, allowing up to five people to use custom removal requests without limits. Each of these individuals will receive the best-in-class data removal service, regardless of where they go online, thanks to Incogni's team.

The ability to track the progress of the removals through the online dashboard and customer support is key. When choosing the right plan for Incogni, you'll notice that every plan comes with the fundamental features of automated broker removals. Where the plans differ is in the number of users they can cover and the customised removal services they offer.

Incogni doesn't have a free option. You'll need one of the plans to use the service. If you're an individual who just wants to remove broker data with no fuss, the Standard plan should suffice. For power users who require additional assistance with specific websites, there's the Unlimited option. The Family plans are designed to offer the best price for multiple users.

Our In-House Data Removal Test

To determine precisely how well the service can scrub personal data from primary data broker databases, we conducted a self-contained test when evaluating Incogni's performance.

Test Methodology: We signed up for Incogni and created an account using a staff member's well-known online profile. One that has been listed on several data broker sites. We sent Incogni the lot, full name, previous and present addresses, email addresses, phone numbers, and birthdate. Then we let Incogni do its thing, checking in on the progress of our test through the dashboard. Our test spanned several weeks to observe both the initial burst of removal activity and the follow-up progress over time.

Initial Results: The company's dashboard indicated that it had identified dozens of data brokers likely to be holding our tester's information when the Incogni service was activated. Incogni automatically sent opt-out requests to all the covered brokers on our behalf. The results were nothing short of spectacular within the first week, with a substantial number of "records removed" appearing on the dashboard. We also noticed that broker profiles started to be taken down as the data brokers responded to Incogni's requests and confirmed completed removals were supplied. Incogni provided us with real-time updates for each of the brokers, labeling some as "in progress" and others as "completed," and the early signs were very positive.

Extended Performance: When monitoring Incogni's performance over the four weeks, we found that the initial wave of removed data in the first week was to be expected. Most data brokers take around 30 to 45 days to comply with removal requests. As of the end of our testing period, Incogni had successfully eliminated our personal data from a considerable number of broker sites, however, there were a few obstinate sites that had not responded, and we had to provide additional verification to their agents. When Incogni found multiple, similar records on a single site, the dashboard prompted us to confirm which of these records belonged to us. Providing this confirmation allowed their agents to go ahead with the removal of the confirmed entries.

Overall Findings: We found that Incogni effectively delivers on its claim to remove personal information from the web. Our clear-cut results show a significant reduction in the exposed data during the test period, a task that would have taken hours to complete if we had to contact each broker manually. Incogni's automated system demonstrated its capabilities by sending dozens of requests within a very short timeframe. The service's ongoing monitoring mechanism, which re-scans and re-sends data in case it reappears, and notifies you if any new brokers collect your personal information, has proven to be of the utmost utility. Although our test revealed the need for patience due to varying response times, we were generally well satisfied with the efficiency. We will now fill in the more specific statistics and results after completing our full evaluation.

Data Removal Features

Incogni's main selling point is its automated data broker removal service, which is built from the ground up with that purpose in mind. Here are the key data removal features that Incogni provides:

Automated Opt-Out Requests: Incogni's automated system sends out opt-out requests to all 420-odd data brokers and people-search websites in its database, and can cover the likes of big players in the people-finder industry and lots of smaller or more specialized aggregators, public-facing and behind-the-scenes.

Custom Removals (Unlimited plan feature): With the Unlimited plan, you'll have the power to target any website or database not included in the standard list of 420, and have your personal data removed. Simply give Incogni a URL or the name of a website that contains your data, and they'll send a request to have it removed. You can repeat this process as many times as you want. Incogni can facilitate the removal of your data from nearly any website on the internet that complies.

Ongoing Monitoring and Re-requests: It's not a one-time task, and brokers can reacquire your data, or new brokers may emerge, even after you request that your data be removed from broker databases. This is where Incogni's continuous monitoring comes into play, as it re-scans the databases at regular intervals to resubmit removal requests. The schedule is roughly 60 days for people search sites and 90 days for private brokers, to keep your data under control.

Coverage of Private Brokers: Incogni goes beyond the obvious public sites such as Whitepages or Spokeo. It also seeks out private, data-only brokers that don't publicly list consumer profiles, but still trade in personal data, when erasing your online footprint. When Incogni reaches out to these private brokers, it makes a formal inquiry to determine if they have any data on the user, requests its deletion, and asks for confirmation of the removal, all the time.

Detailed Dashboard and Status Tracking: The status of each data broker or site is neatly presented on your personal dashboard and labeled as either "Removal in progress", "Removed", or "Awaiting response". Incogni's transparent approach allows you to track the progress of your requests and know exactly what they've done on your behalf.

Multiple Personal Data Points: One of the features it offers is the ability to enter multiple versions of your personal data, such as different email addresses, phone numbers, and past addresses. It's essentially a multi-angle approach that stops them from glossing over a secondary email or an old address you may have.

Monthly Progress Reports: Incogni emails users a monthly report summarizing what has been done. These reports include statistics such as the number of removal requests sent that month, the number of data broker profiles removed, and any notable changes in your data exposure. It's a convenient way to stay informed without needing to log in and check the dashboard frequently.

Incogni's automation and its ability to tackle hundreds of such brokers simultaneously are a game-changer in countering the problem of data brokers. Incogni was one of the first services to undergo independent auditing, and Surfshark had Deloitte examine Incogni's removal process to verify that it sends the correct requests and erases the data effectively.

Additional Features

When it comes to Incogni's services, it primarily functions as a data broker remover, but it also offers a few additional features to sweeten the deal.

Platform and Device Support: Its user-friendly web interface is accessible from any modern browser and doesn't require a desktop application; simply log in to the Incogni website to access the dashboard. Mobile users can now download the Android app via Google Play, allowing them to manage their account and stay up-to-date with notifications. An iPhone app is reportedly in development, but for now, iOS users must use the web interface, which is optimized for mobile use.

Customer Support: Even if you haven't signed up for the service yet, using Incogni will provide you with access to 24/7 customer support. If you're on the Unlimited plan, you'll also have the option to call them and talk directly to a support representative.

Knowledge Base and DIY Guides: When visiting the Incogni website, you'll find an extensive FAQ section and an impressive knowledge base. One of the things they're doing on their blog is providing free opt-out guides for numerous data broker sites. These guides provide step-by-step instructions for removing your data from specific people search sites, including Whitepages, TruthFinder, CheckPeople, and others.

Free Exposure Scan: If you're looking for privacy protection, Incogni offers a free initial scan, where you can enter basic information, typically your name and email, to check out a sample of the data brokers that may have your information on their website. However, this is a severely limited view, and you won't be able to see the complete list without subscribing.

Privacy and Security Measures: Incogni states that all user data is encrypted and used solely to remove your information from brokers. It is no coincidence that the company is operated by Surfshark, a name in the cybersecurity space synonymous with secure VPN services, and they adhere to very strict privacy policies.

Bundled Services: If you're seeking a comprehensive online privacy solution, you may encounter Incogni, which is sometimes offered as a bundled service with other cybersecurity tools. For example, Surfshark has offered Incogni as part of its Surfshark One package, which combines a VPN, antivirus, a data breach alert, and Incogni. Similarly, NordVPN, through its parent company Nord Security, has also partnered with Incogni to offer it as an add-on.

When using Incogni, you'll notice that it doesn't include many extras that other services or security suites offer, such as identity theft insurance or credit monitoring. Incogni focuses solely on deleting your data. However, Incogni compensates for the lack of additional features with its helpful support and tutorial resources.

Ease of Use

You'll find that the experience is as hassle-free as possible, with sign-up and navigation of the platform being a breeze when using Incogni.

Setup Process: Signing up for Incogni takes a few minutes. After choosing a plan and confirming your email address, you'll be asked to complete your personal information profile. Incogni will guide you through this process and request the usual details: your full name, any aliases, current and previous addresses, email addresses, phone numbers, and date of birth. You can skip over any fields that don't apply, but filling in all the information will allow Incogni to do its job more effectively.

Authorization Form: When signing up for Incogni, one of the most critical steps is the electronic authorization form. This is essentially a consent form that gives Incogni the power to act as your representative in requesting that data be removed from various data brokers. Since most of these brokers require verification that the person making the request is either the individual themselves or someone they've authorized, Incogni sends you a digital document that can be signed in a couple of clicks, and keeps it on file for any future opt-out requests. With your digital signature, Incogni now has the power to lawfully take care of the opt-out on your behalf.

Dashboard and Interface: Incogni presents a clean and modern-looking dashboard after the setup process is complete. You'll notice key statistics that include "removal requests sent", "data brokers opted out", and "ongoing requests", along with a neatly arranged list of the data broker sites they're working with, each one represented by its logo or name and a status indicator. We found the interface to be incredibly user-friendly, even for those not tech-savvy.

Notifications and Email Updates: You'll be sent email updates for the most important events, such as the completion of the initial wave of data removals and monthly summaries. Coming back to the service isn't necessary to stay in the loop, since the service is basically "set it and forget it". You'll be notified when there are developments. For a more real-time view, you can check the dashboard at any time to see the progress.

User Experience: You'll find that it's straightforward and doesn't bog you down in jargon. If a data broker requests further information, you're presented with clear guidelines. Coming across these requests was a rare experience in our case, but when it did happen, the platform did a great job in not confusing us. In general, most users can expect a fairly hands-free experience. Simply sign up and watch the progress bar fill up over time as Incogni takes care of scrubbing your personal information from websites.

Mobile Use: When discussing using Incogni on the go, the Android app serves as a mobile version of the web dashboard, sending push notifications about the removals and allowing you to quickly check the status. When using an iOS device, the web interface remains quite mobile-friendly, allowing you to sign in through your mobile browser and enjoy a nearly identical experience.

When using Incogni, all you need is the ability to fill out a form and click a confirmation link, just like anywhere else. And that's all there is to it, which is exactly what you'd want from a privacy tool. Incogni succeeds in making a complex process (communicating with hundreds of data brokers and managing responses) look simple and feel accessible to anyone.

User Reviews and Feedback

People's experiences are largely positive. When checking out Incogni's reputation, we dove into the user feedback available on various platforms. On Trustpilot, out of thousands of reviews, the average rating is 4.4 stars out of 5.

According to the people who have left reviews, the main compliments for Incogni include "it does what it says it will."

Many users report that their personal details have been successfully removed from people search sites, and they've noticed a significant drop in spam emails and unwanted calls. Users praise the convenience, saying it's saved them a lot of time.

Many reviewers mention being surprised that Incogni was able to remove their details from "hundreds of sites" they'd never heard of, and they feel much safer and more secure. The automated nature of the system is also well-received, and users don't have to lift a finger to receive notifications of any new activity.

Regarding Incogni reviews, not everyone is completely satisfied. Some users on Trustpilot gave the service a lower rating and voiced their frustrations, stating that results take time. Others found that many of the data brokers contacted by Incogni are based in the US. They, therefore, didn't see the value since their data exposure was to UK-based companies.

Some people expected Incogni to put an end to all spam or unwanted contacts magically, but that is not a reality. Although a few days have resulted in a significant reduction, some negative reviews have noted the irregularity of Incogni's performance. Incogni's customer support team typically responds to these types of reviews, demonstrating their willingness to assist with complaints.

Reddit and Online Forums: If you're looking for feedback on Incogni, a popular choice in the online privacy and data protection space, Reddit is a great place to turn to. The reception is mixed, as it usually is with tech-savvy crowds. There are, however, threads where users share their experiences with Incogni. Some of them report that, after a few weeks of using the service, they observed a drastic reduction in spam calls and confirmed that their personal data had been removed from major data broker sites.

Evaluating the effectiveness of Incogni, a Reddit user may have mixed thoughts. Some of the more skeptical users believe that what Incogni does can be replicated by the user themselves.

A couple of posts inquired about Incogni's marketing practices, as they often see it being promoted on YouTube, and wondered if these individuals know enough about the service to provide genuine appraisals.

Another point raised was the term "generally useless" applied to Incogni by those who can manage their own privacy removals. Others replied, not everybody is blessed with the free time to wrestle with dozens of opt-out forms and constant follow-ups.

Expert Reviews: Incogni has received reviews from both user and tech review sites, as well as expert analysis, for its coverage. PCMag and TechRadar gave it a fairly high rating, around 4 out of 5, for its effectiveness and usability. Coming from a known cybersecurity company and being verified by Deloitte has also given the service credibility among the security research circles.

Experts have, however, had some minor issues with the features, criticizing that Incogni focuses exclusively on data elimination and lacks additional features, such as identity monitoring, and doesn't offer a free trial. However, general comments from the experts agree with the users, calling Incogni a very practical "set-and-forget" privacy tool.

Regarding Incogni, users are very satisfied with the results, as evidenced by the company's high customer satisfaction scores. Incogni is especially effective in shrinking the amount of personal data that companies have access to. Unhappiness with the service primarily stems from individuals who felt that the results took too long to arrive, that the service's geographic coverage could be broader, or that they would have saved money by doing it themselves. As with any service, results may vary from person to person.

Is Incogni Worth Buying?

Our analysis, testing, and user feedback indicate that Incogni is a legitimate investment for individuals determined to stop unwanted communications, keep their data private, and enhance their online security. Which, for some, may be life-changing, and even if it's not, will not be a waste of money.

Consider what Incogni offers: an automated, continual effort to keep your personal data off hundreds of data broker lists. If you value your privacy and can't take on the daunting task of manually opting out of each broker individually, Incogni's automated system is the next best thing to having a team of experts.

The annual cost of the Standard plan, just under $100, is a fair price to pay for the dozens of hours you would save and the headache you won't have. If you're someone who is bombarded with unwanted telemarketing calls, scam emails, and is constantly finding that address and contact information popping up online, a quick perusal of results would show that Incogni would be instrumental in halting that torrent of unwanted communications.

The value doesn't stop after the initial clean-up. The service works in the background to maintain your anonymity over time. Since data removal isn't a one-time procedure, the possibility that data brokers can reacquire information remains. When you're committed to having a minimal digital footprint, a tool that automates ongoing tasks for you is of immense value.

Considering the value of the Unlimited plan from Incogni, most users are adequately covered by the Standard plan. The Unlimited plan is, however, a good option for those who have unique data on obscure websites, forums, or other platforms that a standard data broker list wouldn't cover.

Examining the financial aspect of data protection, you'll also get the peace of mind that a privacy professional is proactively removing your personal data from the market. In a situation where your personal information has been compromised, it can be a nightmare, but Incogni assures you that someone is working to put a stop to it.

When it comes to combating the overwhelming amount of internet tracking, Incogni is a great option for individuals who prefer not to be bombarded with ads and surveillance, and who recognize that privacy is an ongoing process, this tool provides a straightforward way to remain anonymous online, making it clear to websites, advertisers, and governments that you don't want to be tracked.

The annual plan will save you a significant amount of time and offer great value, but if you're still unsure, Incogni's 30-day money-back guarantee allows you to try it out and see the results. For many people, witnessing the initial wave of data removal and decrease in junk mail is all they need to see, proving that Incogni pays for itself in a short period of time.

Frequently Asked Questions (FAQ)

Does Incogni really remove my data from the internet?

Yes. It will send formal opt-out and deletion requests to the people-search and data broker websites that are publishing your personal information when you sign up with Incogni. These websites usually contain your name, address, phone number, email, and any related profile details. Although Incogni can't get rid of every last mention of you online, it's very good at going up against the data broker networks that are at the root of most exposed personal information.

How long does it take to see results with Incogni

The company sends removal requests to data brokers that hold your personal data when you set up Incogni. From the brokers, some responses arrive within a few weeks, but others can take up to 30 to 45 days, the maximum time allowed by privacy laws. Since improvements are incremental, users generally see a more significant reduction in exposure to data brokers within one to two months.

Is Incogni available outside the United States?

Yes. You're covered in the US, EU, UK, Canada, and several other areas, and can tap into the power of the GDPR and CCPA to request the removal of your data from international databases when using Incogni. However, since many data brokers are US-based, the effects of the removal might be more pronounced for US residents.

Is my personal information safe with Incogni?

Yes. Surfshark, a reputable cybersecurity brand, protects you, and the service takes a somber approach to security and privacy when you use Incogni. Your user data is encrypted, and it's used only to track your records and process requests for data removal. Incogni, according to its own statements, won't sell, misuse, or share any of your personal information, and has gone through an independent review to check out its procedures.

What types of personal data can Incogni remove?

You can request the removal of the kind of personal data that's commonly collected and sold by data brokers, such as names, phone numbers, email addresses, physical addresses, and birthdays, when using Incogni. It won't, however, delete your social media posts, images, news articles, or official public records, as these are beyond the service's scope for data broker removals.

Does Incogni offer a free trial?

No. Incogni does not offer a free plan or trial version. However, all subscriptions come with a 30-day money-back guarantee, allowing you to try the service and request a full refund if you are not satisfied with the results.

Can I achieve the same results without Incogni?

You can indeed contact them yourself, and Incogni even provides a free opt-out guide to remove your data from a data broker. But doing it on your own is a lot of work. Coming back to check if all the data has been removed and re-following up are also things you'll have to do, but with Incogni, it's all done automatically.

Does Incogni provide ongoing monitoring after removals?

Yes. Incogni checks data broker databases for your data even after removal. If data brokers relist your data or other data brokers list it, Incogni will automatically submit another removal request to help you stay private in the long run.

Will using Incogni reduce spam calls and emails?

For many users, yes. By removing your contact details from data brokers that supply marketers and advertisers, Incogni can reduce the sources of spam calls, emails, and unwanted offers. Results vary, but many users report noticeable improvements over time.

Can Incogni remove data from websites not on its standard broker list?

Yes, but only with Unlimited plans. These plans allow you to submit custom removal requests for websites outside Incogni's default broker coverage. Incogni's team will then attempt to remove your data from those additional sites on your behalf.

Can I cancel my Incogni subscription at any time?

Yes. You can cancel auto-renewal through your account dashboard at any time. Your subscription will remain active until the end of the current billing period, and you will not be charged again once cancellation is complete.

What happens to my data if I cancel Incogni?

They stop monitoring and sending removal requests to data brokers on your behalf when you cancel with Incogni. Although your data is still covered under Incogni's privacy policy, without continuous monitoring, it may gradually resurface on data broker sites.