Incogni vs Aura: How their data removal compares
Incogni is a dedicated removal service with verified effectiveness. Aura folds removal into a wider security suite. See where each one fits...
30-day money-back guarantee
At a glance
Removal is Incogni's core product, with identity theft protection as a bundled add-on. For Aura, removal is one feature of many.
Incogni's strenth: removals
Removal gets the full focus—420+ brokers with unlimited custom removals available, and verified 76.6% effectiveness.
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Aura's strength: full suite
A US suite bundling credit and identity monitoring, identity-theft insurance, device security, and family safety controls.
What to weigh
If removal depth is the priority, Incogni goes further. If you want it folded into a suite, Aura gives it all as one product.
Individual plans, compared
Choose between a dedicated data removal service and a comprehensive security suite that includes credit monitoring.¹
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Incogni: Standard and Unlimited plans
Standard costs $7.99/mo; Unlimited costs $14.99/mo. Both cover 420+ brokers. Unlimited includes custom removals.
Aura’s individual plan
Individual ($12/mo) covers 200+ brokers, but lacks custom removal requests.
What to consider
Aura is a solid option for managing multiple areas of online security, as long as you don’t need top-tier data removal.
Family and group plans
Aura Family covers data brokers, device security, identity protection, and child-safety controls—but without custom removals.¹
Incogni: Family and Family Unlimited
Incogni Family ($15.99/mo) includes automated removals from 420+ brokers. Unlimited ($22.99/mo) adds unlimited custom removals.
Aura: Couple and Family
Aura Couple is $22/mo; Family ($32/mo) covers 5 adults and unlimited kids—both cover data removals from 200+ brokers.
What to consider
Choose Incogni for focused, customizable family data removal; choose Aura for removal plus identity, device, and child protection.
How the removal engines compare
Aura rescans sites daily, but its removal effectiveness—unlike Incogni's—hasn't been verified.
Removal method
Automated requests, human-assisted if needed
Automated requests, human-assisted if needed
Recurring scans and requests
Every 60 days (public brokers) / 90 days (private brokers)
Daily
Removal rate (after 30 days)
76.6% (per 2025 academic study)
Not independently tested
Proof of removal
Live dashboard status per request
Live dashboard status per request
Where coverage differs
Aura's list omits big-name brokers, instead listing firms like Accenture and PwC that hold data only after direct contact.
Major brokers
Aura omits major brokers covered by Incogni, including Spokeo, Radaris, and BeenVerified.
International coverage
Aura's removal is US-only, Incogni supports removals in 34 coutries.
Provided list of pages
Aura claims 425+ covered broker sites, but its published list features only 200+.
Beyond removal: extras and bundles
Incogni comes in two bundles depending on your needs. Aura doesn't pair with anything—it already is the suite.
Incogni Protect
Combines Unlimited removal with Coveron: $1M insurance plus dark web and TransUnion monitoring. US only.
Surfshark One+
Pairs Incogni with a VPN, alternative ID, ad blocker, antivirus software, breach alerts, and up to $1M identity theft coverage.
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Aura's full suite
There are no separate extra bundles to pair Aura with—Aura is the bundle in itself.
Value for money and refund terms
Prices are calculated assuming annual billing. The cost per automated broker removal is calculated based on the actual, not the claimed, number of covered brokers.
Lowest individual price
$7.99/mo (Standard)
$12/mo (Individual)
Highest individual price
$14.99/mo (Unlimited)
$12/mo (Individual)
Cost per automated broker
~$0.02/mo (Standard)
~$0.06/mo (Individual)
Billing
Monthly and annual
Monthly and annual
Money-back/risk-free policy
30-day, money-back guarantee
60-day, money-back guarantee
Free trial
No free trial or free tier
14-day free trial
What Incogni users say
Users value custom removal requests, see Incogni as another privacy layer and a more affordable option when compared with Aura.
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Custom requests as big plus
Unlimited lets users request removals from sites outside Incogni’s default list—a feature many users value.²
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One more privacy-layer
Privacy-focused users see Incogni as a useful addition to a VPN, ad blocker, and other tools.³
A lower cost for removals
In “Aura alternatives” threads, users recommend Incogni for broker removal, citing lower cost and broader coverage than Aura.⁴
What Aura users say
Users value Aura's removal as a handy extra in its identity suite, and some report less personal data showing in searches.
Data removal as convenient benefit
For users seeking dark-web monitoring, identity alerts, and device protection, data removal is a convenient included benefit.⁵
Less visible information in search results
A user of both Aura and Incogni reported a meaningful drop in searchable personal info across major search engines.⁶
Geographic and address-entry barriers
A Canadian user on a free trial said Aura’s data-removal tasks paused until they entered a US state.⁷
Why you can trust Incogni
The only data removal service whose process has been independently verified by a Big Four firm.
Process verified by Deloitte
Deloitte verified Incogni's broker coverage, recurring removals, and deletion confirmations, and that it doesn't sell user data.⁸
SOC 2 Type 2 with AES-256-GCM encryption
SOC 2 Type 2 examination of security controls, plus AES-256-GCM military-grade encryption at rest and in transit.
Nearly 3,000 Trustpilot reviews
With 2,900+ reviews, Incogni has significantly more consumer validation than any standalone data removal competitor.
Can you trust Aura?
Aura is BBB accredited and uses AES-256, but a March 2026 breach exposing 900K records raises questions about its security.
BBB accredited with A+ rating and 4.7 App Store score
Aura is BBB Accredited with an A+ rating. The iOS app has 4.7 stars from ~102K ratings—strong consumer confidence signals.
No independent assurance report for data removal process
Aura has no publicly available third-party assurance report specific to its data removal feature—unlike Incogni or DeleteMe.
March 2026 breach: 900K records exposed by ShinyHunters
An attack exposed names, addresses, phone numbers, and emails. SSNs and passwords were reportedly safe, but trust suffered.⁹
So which one should you choose?
Start with what you actually need—dedicated, verified data removal, or an all-in-one security suite with removal included.
Incogni may suit you if...
You want removal as the main event—broad coverage, unlimited custom removals, and a process independently verified by Deloitte.
Aura may suit you if...
You want one US-based suite for credit and identity monitoring, insurance, and device security, with data removal as a bonus.
Weigh carefully
Aura's removal is US-only, has no custom removals, and isn't independently tested. If removal depth matters most, choose Incogni.
Get started in minutes
Protecting your personal information is simple and intuitive with Incogni.
Step 1
Sign up
Create an account and provide basic information.
Step 2
Give permissions
Grant us the right to legally send requests on your behalf with just a few clicks.
Step 3
We get to work
We automatically identify and submit removal requests to data brokers.
Step 4
Track progress
Monitor the data removal progress in real time and submit extra links via Custom Removals.
30-day money-back guarantee on all Incogni plans
If we don't meet your expectations, contact our 24/7 Customer Support Team within 30 days of signing up, and we'll refund the full amount paid.
1 Prices are calculated based on annual subscriptions.
2 https://www.reddit.com/r/Incogni_Official/comments/1pizzdm/incogni_review_from_a_long_term_user/
3 https://www.reddit.com/r/CyberSecurityAdvice/comments/1ldl4ft/interested_in_incogni_data_removal/
4 https://www.reddit.com/r/IdentityTheft/comments/1uroqc3/aura_alternatives_how_well_does_incogni_or/