Aura Data Removal Service Review: Features, Pricing, Pros & Cons

When it comes to Aura's Data Broker Removal Service, it's part of the company's comprehensive digital security suite, guaranteeing that your personal data will be completely removed from the internet and shielding you from identity theft and online threats.

We investigated the data removal capabilities of Aura's service, and our in-house testing team closely examined its features, performance, and pricing. This review is a comprehensive evaluation of whether Aura's data removal service is living up to its promises and whether it's worth the investment for those who care about online privacy.

Pricing and Subscription Options

When considering the Aura service, you'll find that it's a subscription-based offering that is tailored for individuals, couples, and families, and provides all of its comprehensive features, including data broker removal, identity theft protection, antivirus, VPN, and more, with the primary price difference being the number of people it covers. Annual plans for the individual, couple, and family are summarised as follows:

Individual Plan – Covers 1 adult (up to 10 devices). Priced at approximately $144 per year for the first year (equivalent to $12 per month), with a renewal rate of around $215.78 per year. Monthly billing is available for $15 per month (renewing at $24/month), but it ends up being more expensive over a full year.

Couple Plan – Covers 2 adults (up to 20 devices). The annual plan costs approximately $264 initially (around $22 per month), with a renewal rate of roughly $345.41 per year. A month-to-month option is $29 per month (renewing at $48/month). This tier is ideal for two individuals (such as spouses) who want coverage under a single account.

Family Plan – Covers up to 5 adults plus unlimited children (with unlimited devices). The first-year price is about $384 per year (around $32 per month), with renewal at approximately $419.83 per year. If paid monthly, the cost is $50 per month (renewing at $80/month). The family plan includes all features of the Couple plan, and it adds Aura's parental controls and child identity protection features for any minors on the plan.

You'll receive a 14-day trial period and a 60-day money-back guarantee, essentially covering you for two months and providing time to determine if it's right for you when purchasing an annual subscription to Aura. Aura's first-time annual prices are usually lower, however, renewal rates tend to be higher. For instance, the individual plan goes from $144 to about $216 in the second year.

Is there a free version? Aura does not have a free, ongoing option for its data removal and identity protection services. However, the company offers a 14-day free trial that provides complete access to all its features. A completely free Data Broker Opt-Out tool is also available on Aura's website. The Data Broker Opt-Out tool, which lets anyone, even those who are not subscribed, remove their information from a limited set of around 30 "select" data broker sites. However, for complete removal services covering over 140 data brokers and further features, you'll need a paid plan.

Available Plan Versions Overview

Assessing Aura, you'll be presented with a few different plans, each of which is designed to suit various needs. Aura is one of the more generous identity theft protection services, outlining all its core features in every paid plan, eliminating the need for additional payments to remove your data from brokers or activate other important functions. The primary distinction between Aura's Individual, Couple, and Family plans is the number of adult users and devices they cover, as well as the amount of identity theft insurance included.

Individual – When it comes to personal protection, Aura offers $1 million in identity theft insurance for one adult, including the company's complete suite of features. This includes identity monitoring, credit checks, antivirus, VPN, password management, data broker removal, and more. This plan is also compatible with up to ten devices.

Couple – With respect to identity monitoring and insurance, the Couples plan is ideal for two adults, such as you and your partner. It includes identity monitoring and insurance coverage for each of you, with a combined total of up to $2 million. Up to 20 devices can be covered, and although you and your partner share the dashboard, each of you has an individual identity monitoring profile. Making this plan very practical for households with two people.

Family – The Family plan by Aura is a good option, designed for families with up to five adults and an unlimited number of children. Offering a flat rate, this plan provides $5 million in identity theft insurance, which is shared among all five adults. All five adults get the same level of protection, and you can add children to the account with access to child-specific services. What sets the Family plan apart is that it includes Aura's parental control and child online safety tools. Essentially, the "Kids" suite of features is free of charge.

Regarding child-related features, Aura offers a dedicated "Kids" plan that provides the necessary parental controls and monitoring, without compromising identity theft protection or financial monitoring. Coming in at about $10 per month on an annual basis, this plan offers content filtering, screen time limits, predatory alert features, and many other child-safety benefits.

One thing to keep in mind is that the Kids plan doesn't include the ability to remove personal data from public records or the adult identity protection features. It's really all about the well-being of your child. If removing data from the public sphere is your top concern, consider the Individual, Couple, or Family plans.

Free Trial and Account Setup: You'll receive a free trial on any plan and need to complete a verification process, which allows you to activate credit monitoring and request removals when signing up for Aura. The initial sign-up process involves asking a handful of questions to gain a better understanding of the aspects of your digital life you want to secure. This really helps brand-new users get going with the service.

Our In-House Data Removal Service Test Results

In this section, we outline the results of our internal test of Aura's Data Broker Removal Service. We conducted an in-house test using our own information. The specific findings and figures from our test will be included here.

Test Methodology: We created a simulated user profile, providing it with our personal details, including name, address, email, phone number, etc, and signed up for their Individual plan, the most basic option. We then ran an initial scan of our information on people search sites and data broker databases using Aura's dashboard.

We allowed it to proceed with the automated opt-out process, monitoring the progress in the dashboard for the weeks that followed. We also ran a side test to see the impact of Aura's Google removal feature on search results by searching for our test information and noting any positive outcomes.

Initial Scan Findings: Aura's thorough search yielded dozens of broker listings when scanning the internet for our personal data. These broker listings were scattered across the internet and listed on some of the most popular people-finder sites. Aura's user-friendly interface neatly presented each site where our data had been found, and we were heartened to see that the service doesn't limit itself to just a handful of sites, and covers over 140 data broker and people search websites. The initial scan gave us a stark visualisation of just how exposed our data was, and Aura immediately started queuing up removal requests for each of the located records.

Removal Process and Progress: Aura sent out the necessary requests on our behalf when we initiated the opt-out and deletion process with the identified data brokers. We received confirmations in the dashboard in the first week. Several of the data brokers confirmed that they had removed our information. Aura's Data Removal Dashboard displayed a live count of the requests we had sent out, along with the status of each site, which was either "in progress", "completed", or something else. By the end of the second week, a considerable number of the listings we had requested for removal had been addressed, and our weekly summary email from Aura is always a welcome feature for keeping track of what has been done.

Time Frame: We found that data removal is not instantaneous. Aura's claim that brokers may take up to 30 days to honour these requests is pretty much in line with our experience. It took a month of testing for the bulk of our personal information to be removed from the public search sites that Aura covers. A few sites were slower to the party, but after follow-up, they eventually came through. Aura's system re-scans daily, re-sends requests if the data reappears, and gives unresponsive sites a second, third, or fourth look.

Effectiveness: The results showed that it is effective in cleaning up personal information from the internet. After the testing period ended, we found that Aura had successfully removed our test data from the majority of the websites that were initially identified. We no longer found our name, address, or contact information on those people-search sites.

Coming up against two notable people-search websites that Aura didn't cover automatically, one of which wasn't on its 140 list, the service provided us with manual removal instructions and helped us get started on cleaning up our info. Aura is able to automate the bulk of the work but may require user input for a few sites, and provides a clear path for you to take.

We found that it's highly effective in reducing the digital footprint you leave behind, specifically by opting you out of numerous data broker databases, when we tested Aura's service. The full results won't be immediate, but Aura takes the load off you and follows up to make sure these data brokers aren't using your data.

Data Broker Removal Service: Key Features

Aura's data broker removal capability is one of its headline features, introduced as part of Aura's mission to give consumers more control over their personal data online. Here we break down the main features and how they work:

Scanning 140+ Data Brokers: Aura continuously scans over 140 data brokers and people-search websites for any instances of your personal information. This includes popular people finder sites (e.g., Whitepages, MyLife, BeenVerified, etc.) as well as smaller niche data brokers and marketing lists. The breadth of coverage (140 sites) is quite broad. However, it's worth noting that some leading brokers – such as Spokeo, Intelius, or BeenVerified – have reportedly not been part of Aura's automated coverage as of late 2025. (Aura's coverage has expanded over time from only ~30 sites initially to 140+, and they may continue adding more.)

Automated Opt-Out Requests: The service reviews your existing list of online brokers and sends them a request to remove your data. The automation of this process is essentially a huge time-saver, as navigating each broker's removal process would be a significant burden.

Aura sends the request in the form required by each broker, whether it be a form, an email, or something else, and lets the broker take care of it. According to Aura, it may take up to thirty days for the brokers to process these requests, so you won't be able to have your data deleted the same day.

We found in our testing that Aura checks the sites to verify if the removal was successful and will recheck the site a few weeks later, particularly if it indicates that it has been removed, to verify its accuracy.

Continuous Monitoring & Re-submission: Aura will re-scan those sites daily to ensure your data doesn't reappear when Aura removes data from those sites. Since data brokers sometimes republish your information, typically after a period of time or when they receive new data, this is a critical part of the service. If Aura finds out that a data broker has reinstated your data or if a new one has acquired it, they'll send another removal request. Aura provides continuous suppression to keep you out of people-search databases and won't let up until you cancel.

Google Search Result Removal: You'll also get a Google Search clean-up feature, which lets you remove your personal information from Google's search results when you sign up for Aura. This feature is handy for removing sensitive data, such as your home address, phone number, or other personally identifiable information that has appeared on websites and is therefore indexed by Google.

Aura's interface enables you to filter through search results that contain your personal information, select the ones you want to be removed, and submit a removal request to Google on your behalf. Leveraging Google's relatively new protocol of scrubbing certain personal information from search results, this service won't necessarily remove the data from the original website. Still, it will, however, ensure it's delisted from Google, so that the average internet user can't easily stumble upon it.

Junk Mail and Ad Reduction: The service takes the initiative to remove your data from broker lists, which in turn cuts down on the number of spam calls, emails, and junk mail you'll receive when you sign up for Aura. Coming from the angle that many data brokers feed contact information to telemarketers and advertisers, Aura's telling you that by taking yourself out of the loop, you'll see a noticeable reduction in unwanted contacts.

Well-known users of Aura's data removal service have indeed reported a significant decrease in spam calls. The company's mobile app also features AI-powered spam call and text protection, accessible on the Family plan or as an add-on, which expertly blocks well-known scam calls and phishing messages. By combining data removal with AI-based protection, you achieve complete peace of mind.

Data Removal Dashboard & Reports: When you have initiated a data broker removal with Aura, all the activity can be seen in their intuitive dashboard, the Data Removal Dashboard, which gives you a crystal-clear view of the sites that are being handled, the requests that are completed, pending, or in need of action.

As you head into the new month, Aura sends monthly reports summarizing any new opt-out requests and data findings. If any removals require your personal input, such as identity confirmation, Aura will highlight them in the dashboard so you can address them accordingly. During our time using it, we found this single, centralized view absolutely fantastic, providing us with real-time updates on what's going on and the confidence that Aura is doing its part to remove our information from the web.

Assisted & Manual Removal Support: It can be done automatically, but sometimes websites don't cooperate with automated tools when Aura removes online data. To address this, Aura has introduced "Assisted Removal," which provides you with simple, step-by-step instructions and links to guide you through the removal process. Aura may pre-fill your information or send over a template message, leaving you with just a few minutes of work to complete the request.

We recently came across a broker who required a follow-up email. Aura informed us about it and provided the details, enabling us to send the email and wrap up the request in just a few minutes. With the help of Aura's prompts, it's far less painful to figure out the opt-out procedure.

When it comes to data broker removal, Aura's service is no slouch. It has the capacity to automatically remove data from a vast number of broker sites, sending out the necessary requests and following up if the initial request goes unanswered. It also features tools to refine Google search results and filter spam messages.

The main limitation is that Aura's coverage, while broad, may omit a few major people-search sites. It didn't cover a couple of the biggest ones in our review, and those who want 100% complete removal might notice that gap. However, Aura is intent on plugging this gap, with custom removal requests apparently on the horizon that'll let users ask Aura to scrub specific sites not yet on their list. As it stands, Aura's service essentially provides users with a very effective way to limit their online exposure, and they don't have to lift a finger.

Additional Features in Aura's Suite

When discussing data broker removal, Aura is essentially at the forefront, but it's so much more than that, offering an all-encompassing digital security and identity protection platform. As part of its package, subscribers receive a suite of additional features, including a password manager, dark web monitoring and alerts, 24/7 fraud monitoring, antivirus protection, and a VPN.

Identity Theft Monitoring & Alerts: With respect to monitoring your personal information, Aura acts as a watchful eye. It's able to scan for misuses of your Social Security number, bank and credit card numbers, email addresses, and more on the dark web, in public records, and in data breach databases. If your information is found in a known breach or on any illicit websites, you'll be alerted in near real-time, and Aura will track changes to your identity to catch identity theft early.

Credit Monitoring & Credit Lock: You'll get real-time monitoring of your credit reports at Equifax, Experian, and TransUnion for new inquiries, accounts, and changes. They'll send you a message as soon as something shows up, possibly a sign that someone is trying to commit fraud. Aura's also got a feature that lets you instantly lock or unlock your Experian credit file, and guides you on how to freeze your credit files at the other two bureaus.

Identity Theft Insurance and Recovery: When you sign up for Aura, every adult member on your plan gets protected by a $1 million identity theft insurance policy. This can cover expenses such as money stolen from your accounts, legal fees, and the cost of restoring your identity. Coming hotfooting into the picture, Aura's plans also include 24/7 U.S.-based support and their "White Glove" service to sort out the aftermath of a cyber attack, essentially fixing any mess that has been made. Well-known for its help, Aura's team will walk you through the recovery process, and many reviews on Trustpilot mention the agents by name for their stellar assistance in clearing up fraud issues.

Password Manager: For password management, Aura includes a feature that generates and evaluates passwords, storing them securely for you. This built-in function is a nice addition. However, it's somewhat basic in comparison to standalone password managers like Bitwarden, which offer additional features. However, an integrated password manager is ideal for individuals who prefer a comprehensive security experience, as it consolidates their security tools in one place.

Antivirus and Device Security: Concerning protecting your devices, Aura offers antivirus software that covers Windows, Mac, Android, and iOS, equipped with real-time malware detection that can identify viruses, spyware, ransomware, and other malicious threats. It includes a firewall and general device security features, and, as per our observations and user reviews, is lightweight. Although it may not quite match the performance of top standalone antivirus solutions, its malware protection is effective, albeit not as feature-rich or finely tuned. And some users, incidentally, found it to be slow, especially during full-scale scans.

VPN (Virtual Private Network): You'll get access to a VPN service that's designed to keep your online activities private. However, the VPN that comes with Aura is a "basic" one. It won't be the fastest or most advanced VPN on the market. Expert reviews and user reports suggest that Aura's VPN can be slower than dedicated VPN services. The VPN is suitable for casual use and basic privacy, but for heavy VPN users, a dedicated service may be necessary.

Parental Controls and Family Safety: When you're a parent, Aura's Family plan gives you the upper hand on monitoring and controlling your children's online activities. It includes content filtering, blocking of apps and websites, and puts a cap on screen time, plus an impressive feature, "Pause the Internet" which instantly cuts off the internet to a child's device. Aura also provides activity reports and looks for signs of bullying and predatory activity in kids' online interactions.

Financial Tools & Alerts: By setting a threshold, you can be notified of any large or suspicious transactions on your bank or credit card. When using Aura, you can link your financial accounts to receive transaction alerts. This is a core part of Aura's financial fraud protection. It won't automatically stop the fraud, but those early warnings give you a chance to monitor and possibly prevent a lot of the damage.

Unused Account Cleanup: When using the Aura app, you'll find a feature called Digital Account Cleanup, which allows it to scan your inbox on your behalf and find old or unused accounts you've created over the years, such as on shopping sites, forums, or services you no longer use. Upon encountering this list, the tool displays the data retention and deletion policies of each service, enabling you to determine which accounts to retain and which to delete.

Considering the digital security landscape, Aura stands out as an all-in-one solution for virtually every aspect of cybersecurity and privacy. Unifying under one roof identity monitoring, antivirus, VPN, password management, and more, the "kitchen sink" approach is a convenience-driven strategy that's hard to resist. The problem lies in the fact that not all the individual components in Aura can be considered "best in class," so users who have a well-known and superior antivirus or password manager, for example, might feel that Aura's options feel less impressive.

The flip side is that, for people who might otherwise have to manage several different subscriptions and applications for privacy-related products, Aura gives them that sort of one-stop-shop, for a lot of different things, and this is especially advantageous for families or those who are less tech-savvy, who will value the single app and dashboard for managing their online safety.

As for Aura, the suite of identity protection and device security features perfectly complements its removal service, essentially shielding you from identity theft and protecting your devices and personal information with VPN, antivirus, and more. The data broker removal, on the other hand, significantly reduces the amount of personal information available to be exploited by scammers and spammers, and is a brand-new, highly relevant feature introduced in 2026, designed to keep pace with the evolving threat landscape.

Ease of Use

One of the reasons Aura has gained popularity is its emphasis on a user-friendly experience. We found Aura's ease of use to be excellent in most respects. Here are our observations on usability:

Setup and Installation: When getting started with Aura, you'll need to pick a plan, sign up for an account, and download the Aura app. This can be used in conjunction with the web-based dashboard and installed on your PC, Mac, or mobile device. The setup process has a very intuitive feel to it, thanks to the guided prompts, and you'll be asked to turn on monitoring, link financial accounts, install anti-tracking browser extensions, and more.

Dashboard Interface: Regarding user experience, Aura's interface is laid out in a very clean and modern way. You'll find a neatly organized sidebar menu that groups your data into categories such as Privacy, Identity, Financial, Devices, Family, and more. One of the standout features is the Data Removal Dashboard, which clearly and concisely presents the progress of your opt-out requests.

Although Aura has lots of tools, it doesn't feel overwhelming, thanks to well-organised sections that make it a breeze to find what you need, as well as an efficient dashboard layout. The Identity section, for instance, displays your credit score and alerts, while the Privacy section shows the progress of data removal and VPN status, among other details.

Platform Support: With respect to running on different platforms, Aura covers them all. Windows, macOS, Android, and iOS, along with their mobile apps, are top-notch. With a rating of 4.7 stars on the Apple App Store and 4.5 on Google Play, it's clear that users are thoroughly enjoying the experience. We tested the Android app and found that it had almost all the features of the web/desktop version, perfectly adapted for smaller screens. This means you can easily manage your data removals and receive alerts on the go.

Automation vs. User Input: The hard work is done for you. All you have to do is set up your personal details, and it takes off, requiring very little additional input when using Aura.

When removing your data, the initial onboarding process is followed by a largely hands-off experience, except for clicking an "authorize removal" button for specific brokers and signing a consent form for those that require it. Some of these data brokers require you to grant permission to a third party, who will then remove the data on your behalf. Aura streamlines these processes by embedding them right into the dashboard.

Customer Support and Guidance: For the usability of Aura, the company's customer support stands out. They're reachable 24/7 by phone and email, and we found that they responded to our couple of questions, albeit a little late in the day. Coming from US-based representatives who are not only knowledgeable but also patient, we're pleased about the service.

Aura's extensive online help centre, FAQ, and knowledge base are essentially a self-service heaven for its users, and people have given the support team a lot of praise. They've been known to help customers through the setup process and clear up any issues, step by step, and this level of support is truly fantastic.

Updates and Improvements: When discussing ways to provide users with a better experience, Aura is all over it. With the introduction of new features over the past year, such as the removal of Google data and account clean-up, the addition of monthly privacy reports, and a clearer progress meter for deleted data, the service has become much more intuitive and transparent. Well-known for listening to user feedback, the company previously didn't have the option to request new data brokers. However, a prompt in the interface has now reinstated this feature, hinting that users may one day be able to add their own custom data broker removals.

When it comes to the usability of Aura, it's clear that the app's intuitive interface and hands-off automation are the hallmarks of its design. Setting up Aura and getting started with data protection was found to be relatively easy. The result is that, from a usability standpoint, Aura is virtually flawless and offers high accessibility to the average person.

User Reviews and Feedback

We checked reviews from multiple sources, including Trustpilot, Reddit, and input from independent tech experts, when we dug into the performance and customer satisfaction of Aura. The consensus is that Aura is well-regarded for its comprehensive approach, though not without some criticisms. Let's break down the feedback:

Trustpilot Reviews: Examining the Trustpilot reviews, Aura's average rating of 4.3 out of 5 stars stands out, based on more than 900 reviews as of the end of 2025. The company is showered with praise for its service, which essentially delivers a sense of security and peace of mind, and is also recognized for its excellent customer support.

Ease of Use & All-in-One Convenience: The consensus is that it's incredibly convenient to have all its features in one place, as reviewed in Aura. From identity monitoring to VPN, Aura has it all, and does so without the need for juggling multiple subscriptions, which is something that has caused many users to feel overwhelmed. Those who have found themselves struggling to manage numerous services can attest that Aura is a far more straightforward way to achieve the same peace of mind.

Reviewers are raving about the intuitive interface and regular alerts, consistently mentioning that, following an initial setup, their personal security feels top-notch. Users find the service to be "very easy to use. No hassle getting to your account," and say they're presented with all the necessary digital security as well as complete peace of mind, all in one solution.

Customer Service & Support: With users calling out specific support agents and describing them as having gone above and beyond, when checking out Trustpilot reviews for Aura, you'll notice a lot of praise for the company's customer support. One reviewer mentions Juanita from the Fraud Resolution Team, who went far beyond her job description to guide them and sort out their credit, a 67% positive review.

Others rave about the friendly, patient support representatives who walk them through identity fraud issues and technical setups. The term "White Glove" service appears in some reviews, and essentially, that's what you get with Aura: high-end, high-touch fraud resolution help, which users love.

Effectiveness of Data Removal: Examining the Trustpilot reviews for Aura, several users have specifically highlighted the company's data removal feature. One user, after years of using DeleteMe, used Aura to fill in the gaps that DeleteMe couldn't cover. They found that Aura removes your personal data from the internet. From the users' perspective, the general sense is that Aura's data removal does what it promises, eliminating unwanted junk and spam, so that people can live more peacefully online.

Negative Feedback: When reviewing Trustpilot for Aura, you'll notice that the majority of people love the service. However, some people were unhappy with the price and billing practices and took their frustration out in reviews. For example, one 3-star reviewer who had been with Aura for three years was shocked when his annual membership suddenly jumped from $120 to $199. This is reflective of the problem of promotional pricing, where low rates are initially offered that later increase, which some users dislike.

Another area of criticism is the performance of the VPN, with some users complaining that the VPN was slow, or they didn't use the Smart DNS service, yet still got billed for it. However, this criticism is less common.

Reddit Feedback: On platforms like Reddit, you often find more candid personal experiences and discussions comparing services. In privacy and identity theft forums, users have weighed in on Aura:

Positive Experiences: When a Reddit user had their data exposed, Aura "sprang into action" by contacting various data brokers to kickstart the process of removing their sensitive information, even going so far as to tell them when one of those brokers is legally allowed to return their data and that they will have to repeat the removal process. This aligns with our findings and showcases Aura's perseverance in removing sensitive data. The user was quite satisfied with Aura's identity theft protection services, particularly with the bi-weekly summaries and a plan tailored for him and his wife, which proved to be of great use.

Commenters also found the price for these services to be the best they had seen, calling it "inexpensive," and one user described it as the cheapest.

Criticisms: If you're looking for an all-in-one service like Aura, Reddit's tech-savvy users sometimes mention that it's not excelling in every area. One user said Aura "looks sleek on the surface, but if you're really serious about consistent alerts and strong coverage, the alternatives are built more for that purpose", implying that Aura's monitoring is spread thin across many features, and may be less rigorous than a more dedicated identity monitoring service. He found out that a "jack of all trades" is a fair description of Aura, capable of many things, but won't be the best in each area.

When discussing the quality of the ancillary features in Aura, a Reddit user on r/IdentityTheft review the company's data removal and monitoring functions in a very positive way, but was less than impressed with the antivirus, password protection, and VPN services, calling them "not that great, to be honest".

They found the antivirus to be slow and didn't think the password manager lived up to what a dedicated password manager could do. Despite this, the user thought the price was low for what they received, and still found themselves satisfied with Aura as a whole, expecting it to improve over time.

General Sentiment: When discussing services like Aura, it's rare to see people labeling it as a "scam" or "YouTube grift" and, in a Reddit privacy thread, one user actually found the service to be "pretty good, only thing is they really like billing for the whole year" but, they said they're "pretty good overall", summing up what lots of people think. That Aura does its job well, but doesn't fit well with annual payment plans.

In general, those who are critical of Aura in forums warn that no service can completely wipe out any online presence, and don't claim that Aura is different, but they do acknowledge that the service does work to remove your exposure, 90-91% of the time, provided you stay up-to-date with the subscription.

Expert Reviews: In addition to user feedback, expert review sites have evaluated Aura:

Security.org gave Aura a very high score (9.7/10) for its comprehensive protection. They appreciated the value of bundling multiple services and Aura's strong performance in identity protection tests.

When looking for a reputable identity protection and data removal service, Aura has received high ratings from TechRadar and AllAboutCookies.org. Both awarding it 4.5 and 4.8 out of 5, respectively, and dubbing it the best for identity protection in its class. The AllAboutCookies' review welcomed Aura's updated data broker coverage and brand-new feature set, including Google search info removal and account cleanup, but had a few niggles about cost and custom removals.

As PCMag reviewed Aura, they gave it a rating of 3.5 out of 5 stars. They clearly liked the feature set of Aura, but possibly thought that other, more specialized programs outshone it in specific areas. This aligns with other expert sentiments that Aura is a great generalist: "not the very best at any single thing, but good at many things."

Examining the various services provided by Aura, experts note that the data removal tool is limited in its ability to thoroughly clean out major sites, and that the VPN is average. But, they say that Aura provides a single, convenient package that may appeal to a large segment of the market that won't require more specialized, top-of-the-line tools.

Summary of User Sentiment: Based on user and expert feedback on Aura, a general consensus is that the platform is easy to use, offers a broad level of protection, and provides very effective support. People love the data removal feature, as it actually removes their unwanted information and reduces spam.

However, there are a couple of reservations from users who feel that the coverage of data brokers is not as extensive as what they're used to, that they might be paying for features they don't need, and that the pricing after the first year is a bit steep.

Is It Worth Buying Aura for Data Removal?

After examining Aura's Data Broker Removal Service in detail, along with its other features, pricing, and user feedback, the big question is: Is Aura worth the money, especially if your main goal is to remove personal data from the internet? The answer depends on what you're looking for, but we can break down a few considerations.

For Privacy-Focused Users (Data Removal as Top Priority): One of the options on the table is Aura, a tool that has some, but not the strongest, capabilities in this particular area, specifically in removing your data from people search sites and stopping data brokers from selling it. The other options are services like Incogni and DeleteMe, which are essentially dedicated to removing your data and boast impressive coverage of hundreds of sites. For example, Incogni automates the removal process from around 420 sites by default.

Aura, in comparison, covers over 140 sites, which is a substantial number, and includes most of the major brokers. However, it surprisingly misses some notable players, such as Spokeo, Intelius, and BeenVerified, as of 2025. It doesn't currently offer "custom removals" for smaller, less well-known sites that aren't on its list, although it plans to add this feature.

When evaluating the effectiveness of Aura, we found that it missed a few data points, but still managed to remove the majority of our information from the web. For the average person, cleaning 140 data broker sites makes a significant difference in online privacy. Aura's continuous monitoring and repeated opt-outs ensure that those sites remain clean. It delivers a genuine service, so don't count it out. It's just that specialized competitors may offer better coverage and provide you with more control.

Aura will be able to cover the main sites, including Whitepages, MyLife, Radaris, etc. Which is 140+ sites, and that is likely to be more than sufficient for most people.

For Those Who Want an All-in-One Security Suite: Aura's real strength lies in providing data removal, along with a multitude of additional features, all in one package. If you are also interested in identity theft protection (including credit monitoring, fraud alerts, and insurance), device security (such as antivirus and VPN), and protecting your family, then Aura becomes a more attractive option.

Purchasing each of these services separately would be significantly more expensive and complicated. For a year, a monthly cost of roughly $12 to $20 provides access to all these features, making Aura well worth considering.

Many people have switched from using separate products, such as Norton and LifeLock combinations, password manager subscriptions, and so on. And found that Aura is more cost-effective and covers them just fine.

According to one Trustpilot reviewer, Aura protects you better than Norton and at a much lower price, and that's a sentiment that resonated with quite a few customers.

When it comes to the features and services of Aura, you may already be using a top-tier VPN, a favorite password manager, and so on, and Aura's versions are somewhat duplicative and a step down. Unless you require the identity monitoring and data removal offered by Aura, which is something you don't already get with what you're using now.

Ease vs. Efficacy Trade-off: To stay safer online, you may not want to juggle five different apps, and then spend hours manually sorting through privacy settings. Aura is essentially designed for those who want to be safer, but don't want to be overwhelmed by the process. Opting out of data brokers is something that you can do yourself for free, but realistically, it is beyond the capabilities of most people to cover 100+ sites.

The identity theft protection service, Aura, is a worthwhile investment in your time and peace of mind. From a practical perspective, the Family plan, which covers multiple adults and children, is very reasonably priced per person, and among all the options, it is one of the few that protects children. Since identity theft can affect anyone, even children, and data brokers hold records on minors as well, the Aura family coverage is really a must-have.

Potential Drawbacks and Who Might Not Need Aura: On the other hand, Aura might not be worth it for someone who only cares about a single aspect (and is willing to use a standalone solution for that). For instance, if you purely want data broker removal and nothing else, you could opt for a service like Incogni or DeleteMe at a similar price point – those will remove data from even more sites (including some Aura misses).

Alternatively, if you only want identity monitoring, there are cheaper basic plans available from other providers or even free monitoring options offered by banks, etc. Aura intentionally does not sell its features à la carte; you must subscribe to the entire suite. That means if you aren't going to utilize a good chunk of Aura's features, you might be paying for bells and whistles you don't use.

With respect to Aura, many of its features, such as data removal and credit checks, are squarely set on the US market. Furthermore, identity theft insurance and credit monitoring aren't available for international users either. For users outside the US, Aura's services are going to be of little use, as the data broker removal focuses on US-based brokers, and it's impossible to get insurance that will cover you in a different country.

Verdict: In conclusion, Aura is worth considering if you desire a one-stop solution for personal cyber safety and privacy, with data broker removal being a significant piece of that puzzle. Aura brings a lot to the table for families and individuals who are tired of the hassle and cost of piecing together various security measures.

Our tests have shown that its data removal service is up to the task of cleaning up one's online footprint, thereby significantly reducing the risk of scams, spam, or, in extreme cases, more severe consequences. Complementing this with its robust identity theft defences and snappy support, Aura's got a complete plan to back you up.

If you're looking for maximum data deletion, Aura may be outmatched by more specialized services. You might trade off some of the features it offers, but at a lower price. Aura's initial price is really attractive, but be prepared for the ongoing cost, which is still relatively reasonable considering all that's included.

Since there is a 60-day money-back guarantee on annual plans, you can try out Aura for two and a half months, which we suggest you do, especially if you're unsure if the service is for you. If the added privacy and security are noticeable, then it's probably worth continuing.

Aura is definitely a top contender for those who want an easy-to-use service and are looking for the extra protection that comes from both data broker removal and identity protection. However, it won't be the go-to for anyone who only needs one specific service, nor does it provide the absolutely widest coverage when it comes to data removal.

Frequently Asked Questions (FAQ)

How does Aura's Data Broker Removal Service work?

The service checks over 140 data broker and people search websites to see where your personal information is being stored, when you use Aura's Data Broker Removal Service. Coming across a match, Aura sends an opt-out or removal request to that site, following the specific process that each site requires, so you don't have to contact each one individually. The service takes care of the submissions, monitors the responses, and lays out the progress in a neatly organised dashboard, so you can see which sites have completed the removals and which are still working on it.

How long does it take for Aura to remove my data?

The process isn't instantaneous, some brokers will respond within a few days, but others may take up to 30 days to comply, when you request that a data broker to remove your information. Coming hotfooting through the first few weeks, you'll notice a reduction in exposed data, and Aura keeps sending reminders to ensure that the data is fully removed.

Do I need a specific Aura plan to use data removal?

When it comes to the different plans that Aura offers, all of the adult plans. Individual, Couple and Family, come with the Data Broker Removal Service, and this feature is consistent across these plans. The main variation is the number of adults and devices covered, and the inclusion of parental controls in the Family plan.

Is Aura's data removal service available outside the United States?

Aura's data removal service is primarily designed for U.S. residents, as most of the data brokers it targets operate in the United States. While Aura's antivirus, VPN, and some security features work internationally, data broker removal and identity monitoring are significantly limited for users outside the U.S. Non-U.S. users may see minimal results from the data removal feature.

Does Aura remove personal information from Google search results?

One of the features is a Google Search removal tool that lets you request the removal of personal information such as your home address, phone number, from the search results, when you use Aura. This basically takes that specific piece of information out of Google's index, making it much harder for others to find. But doesn't necessarily remove it from the original webpage, as that would need to be done at the source.

What if my data reappears after it's removed?

It's common for data to reappear as the broker's database is refreshed, but Aura has got a system in place to combat this, when using a data broker removal service. They continuously monitor the sites you've asked them to, and if your information shows up on a broker that they previously cleared, they send a brand-new request to remove it. This ongoing monitoring is basically the backbone of their service, and ensures that your data stays suppressed for as long as you're subscribed.

Is Aura safe to use with sensitive personal information?

You can be sure that your digital security is in good hands, when you sign up for Aura. As a company that has been around the block a few times, Aura uses military-grade encryption and secure systems to keep your information safe. The data you share with Aura will be used exclusively to send you the services you asked for. Data removal and identity monitoring, to be precise, and won't be peddled out to third parties. Aura's built its name on taking privacy and security very seriously.

What if a data broker isn't covered by Aura?

It supplies step-by-step removal instructions that can be found in the dashboard or within the knowledge base, when Aura does not cover a specific data broker or people-search site. The users can also recommend additional sites for the service to cover, and over time, Aura's coverage area has been expanding due to the contributions of users and the evolving landscape of the data broker industry.

What is Aura's refund policy?

You'll get a 14-day free trial on their plans and a 60-day money-back guarantee for annual subscriptions, when trying out Aura. Coming hotfooting into the service won't be a commitment, you'll have more than enough time to see if the data removal service and other features meet your expectations, and if they don't, you can cancel within the guarantee period and request a refund.

Can Aura protect my entire family?

When looking to cover your household, Aura's Family plan offers up to five adults and an unlimited number of children, giving you all the tools to protect yourselves, and even more peace of mind when it comes to the kids. Adults get full data removal and identity protection services, and the children are shielded with the help of parental controls, online safety tools, and child identity monitoring. Making Aura a total game-changer for households that want to keep all their loved ones safe in one place.

Is Aura worth it if I only want data broker removal?

Examining Aura, it's basically down to what you want from a security service. Coming hotfooting out of the gate, its data removal service is pretty effective, but Aura is primarily a comprehensive security suite that also encompasses identity theft protection, antivirus, VPN, and financial monitoring. If you're after maximum data broker coverage, a standalone removal service may be the better option, but if you want the extra layer of protection that Aura offers, it's worth considering.