Incogni vs Aura vs DeleteMe: data-removal services compared

All three tackle data exposure, but in very different ways. See the full comparison...

30-day money-back guarantee

At a glance

Choose based on the solution you want: broad removal, all-in-one protection, or human-handled removals.

Incogni leads on reach and verification

420+ brokers across 34 countries, Deloitte-verified, with the highest verified removal rate of the three.

Aura leads on bundle breadth

Narrower removal, but with antivirus software, a VPN, credit monitoring, dark web alerts, and identity theft insurance included.

DeleteMe leads on the human touch

Human-assisted removals, hands-on case handling, and identity-masking extras for users who want a person in the loop.

Individual plans, compared

These plans cost about the same but differ in kind: Incogni sells broad removal, Aura a full suite, and DeleteMe human handling.¹

Incogni: Standard to Unlimited

$7.99/mo entry, $14.99/mo for Unlimited (both billed annually). 420+ brokers on either tier; Unlimited unlocks custom removals.

Aura Individual

$12/mo billed annually, $15/mo monthly. ~200 sites automated, no custom removals at any tier.

DeleteMe: Standard to Premium

$10.75/mo rising to $15.00/mo for Premium, annual/2-year billing only. ~85 of 976+ claimed sites automated; 40–60 requests/yr.

Family and group plans

Household pricing takes three shapes: DeleteMe fixes it, Aura flattens it across unlimited kids, Incogni scales per member.¹

Incogni: Family to Family Unlimited

$15.99/mo up to $22.99/mo for Family Unlimited. 420+ brokers per person, up to 5 adults; Unlimited adds custom removals.

Aura: Couple to Family

$22/mo for 2 adults, $32/mo for 5 plus unlimited kids. Removal coverage stays at ~200 sites regardless of headcount.

DeleteMe: Couple to Family

$229/yr for 2 people, $329/yr for 4. Each gets their own ~85 automated sites; 40 custom requests/yr shared.

How the removal engines compare

This is where the three-way split becomes clearest: Incogni leads on verified breadth, DeleteMe on human handling, and Aura on convenience inside a suite.

Removal method

Automated requests, human-assisted if needed

Submitted and verified by human researchers

Recurring scans and requests

Every 60 days (public brokers) / 90 days (private brokers)

Daily

Quarterly or every 60 days (for Premium)

Removal rate (after 30 days)

76.6% (per 2025 academic study)

Not independently tested

20% (per Consumer Reports)

Proof of removal

Live dashboard status per request

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Where coverage differs

Incogni covers broker types the others skip, Aura misses several major names, and outside the US your options drop to one.

Incogni automates categories Aura and DeleteMe don't

Marketing, risk-mitigation, recruitment, and financial brokers—beyond the people-search sites both others focus on.

Aura's list skips several major broker names

Its ~200 sites omit big names like Whitepages, Spokeo, Intelius, and BeenVerified; some entries aren't data brokers at all.

Incogni is the only one that works outside the US

Covers 34 countries under the GDPR, CCPA, and PIPEDA. Aura's removal and DeleteMe's service are both US-only.

Beyond removal: extras and bundles

Aura is a suite by design, DeleteMe pairs masking with removals, and Incogni sells its extras as separate bundles.

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.

DeleteMe's masking comes standard

No outside bundling, but every plan includes masked emails, phone numbers, and credit-cards by default.

Aura's full security suite

VPN, antivirus, credit monitoring, dark web alerts, and ID theft insurance, plus Google Search and inbox cleanup.

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)

$10.75/mo (Standard)

Highest individual price

$14.99/mo (Unlimited)

$12/mo (Individual)

$15/mo (Premium)

Cost per automated broker

~$0.02/mo (Standard)

~$0.06/mo (Individual)

~$0.13/mo (Standard)

Billing

Monthly and annual

Annual and biannual

Money-back/risk-free policy

30-day, money-back guarantee

60-day, money-back guarantee

Full refund until the first Privacy Report

Free trial

No free trial or free tier

14-day free trial

No free trial or free tier

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What users say

No service gets everything right. We’ve rounded up what users say about each service’s pros and cons.

What Incogni users say

Reviewers praise Incogni’s low cost, automation, and custom removals, but note its dashboard lacks before-and-after proof.

What Aura users say

Users see Aura’s data removal as a useful addition to its monitoring, though it works best for US addresses.

What DeleteMe users say

Users describe DeleteMe as an established service with thorough, human-reviewed reports, though results vary by broker.

Which claims can you trust?

The trust picture shifts sharply once you weigh independent evidence, verification history, and what the numbers really mean.

Incogni is independently verified

Incogni is the only one here with a public Deloitte report and a peer-reviewed removal rate of 76.6%.

Aura's removal claims are unverified

Aura's removal rate is unverified, its site count is a brand claim, and its 2026 breach is a real trust factor to weigh.

DeleteMe's reach is overstated

DeleteMe's 975+ count masks a much smaller automated base, and its removal rate (20%) trails Incogni's 76.6%.

So which one should you choose?

Look past the branding: choose broad data removal, an all-in-one security bundle, or human-handled service.

Incogni may suit you if...

You want the broadest, Deloitte-verified removal footprint—420+ brokers, 34 countries, and the highest verified removal rate.

Aura may suit you if...

You want removal inside a full security-and-identity suite and you're comfortable trading depth for convenience.

DeleteMe may suit you if...

You want a human-guided, hands-on experience with masking extras.

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.