Incogni vs Optery vs DeleteMe: Three data-removal services compared

All three help clear your personal data from brokers, but they work in different ways. Check how they stack up...

30-day money-back guarantee

At a glance

These three services compete in the same category, but each stands out for a different reason.

Incogni: breadth and evidence

Incogni covers 420+ brokers in 34 countries. Deloitte verified its key claims, and it led the group in removal rate.

Optery: evidence and transparency

Optery provides before-and-after screenshots and a useful free scanning tier.

DeleteMe: hands-on handling

DeleteMe’s removal process relies on human researchers, and its plans include identity-masking extras.

Individual plans, compared

Incogni Standard balances coverage and cost, Optery Core is cheapest but skips custom removals, DeleteMe adds human research.¹

Incogni: Standard to Unlimited

$7.99–14.99/mo (annual). 420+ brokers either way; Unlimited adds custom removals.

Optery: Core to Ultimate

$3.99–24.99/mo. Site coverage scales from 380+ (Core) to 630+ (Ultimate); custom removals unlimited on Ultimate only.

DeleteMe: Standard to Premium

$10.75–15.00/mo, annual/2-year only. ~85 sites automated of 976+ claimed; custom requests capped at 40/yr.

Family and group plans

DeleteMe keeps pricing fixed and simple, Optery scales to any group size, and Incogni sits between them with per-member plans.¹

Incogni: Family to Family Unlimited

$15.99–22.99/mo. 420+ brokers per member, up to 5 people; Unlimited adds custom removals for everyone.

DeleteMe: Couple to Family

$229–329/yr for 2–4 people; each person gets ~85 brokers automated, 40 custom requests/yr.

Optery for Family

Unlimited members, each on their own account and tier, with group discounts: 20% off at 2, up to 30% off at 4+.

How the removal engines compare

The three-way split is clean: Incogni leads on breadth and verified removal rates, Optery on screenshot proof and strong independent performance, and DeleteMe on human handling.

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)

Every 30 days (paid plans) / 90 days (free tier)

Quarterly or every 60 days (for Premium)

Removal rate (after 30 days)

76.6% (per 2025 academic study)

68% removal rate in the same study; 58% (per Consumer Reports)

20% (per Consumer Reports)

Proof of removal

Live dashboard status per request

Before-and-after screenshots / live dashboard status

Live dashboard status per request

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Where coverage differs

Optery and DeleteMe both concentrate on people-search sites; Incogni reaches wider and farther.

Incogni reaches beyond people-search sites

Also removes data from marketing, risk-mitigation, recruitment, and financial brokers—types the other two don't automate.

Optery and DeleteMe go deep on people-search

Both cover major names like Whitepages and Spokeo; Optery adds screenshot verification per site.

International coverage

Incogni covers 34 countries. Optery adds Canada, Australia, NZ, and South Africa; DeleteMe is US-only.

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.

DeleteMe's built-in extras

DeleteMe offers no outside bundles, though its plans do include masking for emails, phone numbers, and credit cards.

Optery has no extras or bundles

Optery is a standalone service—no bundles, no built-in masking tools, nothing beyond removal and a free scan to test first.

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)

$3.99/mo (Core)

$10.75/mo (Standard)

Highest individual price

$14.99/mo (Unlimited)

$24.99/mo (Ultimate)

$15/mo (Premium)

Cost per automated broker

~$0.02/mo (Standard)

~$0.01/mo (Core)

~$0.13/mo (Standard)

Billing

Monthly and annual

Annual and biannual

Money-back/risk-free policy

30-day, money-back guarantee

Full refund until the first Privacy Report

Free trial

No free trial or free tier

Free plan (Basic) without automated removals

No free trial or free tier

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What users say

We reviewed user feedback to see how three services perform in practice. Each has strengths and trade-offs.

What Incogni users say

Users praise Incogni’s affordability, hands-off automation, and custom requests, though it lacks before-and-after screenshots.

What DeleteMe users say

Reviewers praise DeleteMe’s thorough, human-curated reports and recurring opt-outs, but note that results vary by broker.

What Optery users say

Users value Optery’s free scans and before-and-after screenshots, but say full coverage requires a higher-tier plan.

Which claims can you trust?

All three are legitimate services with claims worth checking, but only Incogni has third-party verification.

Incogni is independently verified

The only one of the three with a public Deloitte report, plus an independently tested 76.6% removal rate.

Optery's proof is real, its coverage is tiered

Screenshots are real proof, and its ~68% removal rate is solid—but full coverage requires the $249/yr tier.

DeleteMe's headline broker count overstates automation

Its 975+ count is mostly manual requests; Consumer Reports measured only a 20% removal rate.

So which one should you choose?

The right pick usually comes down to your situation, not only the numbers above—here's who each service actually fits.

Incogni may suit you if...

You want the widest broker mix, or need custom removals beyond data brokers.

Optery may suit you if...

You're price-sensitive, want to see removal proof yourself, and only need North American coverage.

DeleteMe may suit you if...

Choose DeleteMe if you want human-handled removals and don’t mind having limited custom requests.

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.