It covers three thousand data broker sites. Most services cover maybe four hundred. That’s Incogni’s flex. Reach. And it tells you exactly what it’s doing while it hunts your info down. Transparency high.
But there’s a catch. A big one. You can’t use nicknames. You can’t list old addresses you no longer live at. If your history is messy—divorce, relocation, maiden name, professional alias—Incogni might miss half of your digital shadow. You trade flexibility for coverage. Do you want a wide net? Or a tight one that catches everything you actually are?
And without third-party efficacy tests proving they actually scrubbed your data, you’re just trusting the word on the report. Trust is currency. Incogni earns some. Loses some.
Plans that penalize you for being complicated
Four plans. Two are for individuals. Two for families.
Standard costs $16/month ($96/year). It covers 420 brokers. Hands-off. Automated. You give it your driver’s license name and three phone/email/address combos. Done.
Unlimited costs $30/month ($179/year). This is the main event. It bumps the broker list to over 3,000 via “custom removals.” It adds phone support. Same constraints on names, though. Still only one name.
Here’s the rub: Incogni charges extra if you have another name.
Family Standard is $32/month ($191/year). It covers five people. Family Unlimited is $46/month ($275/year). Same broad coverage for five people.
It’s clever, if you ignore the ethics. Want to cover your maiden name and your current married name? Good luck. Incogni forces you to buy the “Family” plan just to add one alias. That’s almost double the price for Standard. Almost double for Unlimited. Other services, like DeleteMe or EasyOptOuts? They let you add alternate names for free.
Incogni effectively monetizes complex lives.
If you’ve always been one name at one address, fine. Grab the Unlimited plan. It has the deepest reach I’ve tested. But if your identity is fluid? Walk away. Or pay the family tax.
Deloitte said they look busy. Not that they work.
No independent agency tested Incogni’s removal success rates. Consumer Reports? Skipped them.
However, Deloitte audited them. They looked at security practices. They verified Incogni hasn’t sold user data (good). They confirmed the service hits at least 420 standard sources and runs recurring cleanups (also good). It’s a SOC 2 adjacent check-up. Clean bill of health for intent and process. Not for results.
There’s some fluff in their numbers. Incogni lists alabamaarrests.org as one source. And alaskaarrests.org. And arizonaarrests.org separately. I dug around. Those sites all funnel back to Infotracers, which Incogni also lists. That’s not three unique removals. It’s one network wearing different hats. Optery does this too. The industry inflates its own wins. It happens.
The saving grace? Recurring scans. Data reappears. Brokers republish what they have. Incogni keeps checking.
You get an activity history. A log of where they found you, when, and what they did. It’s reassuring. It proves the engine is running. Whether the engine is powerful? Unclear.
Usability: Smooth until you hit a wall
The dashboard is clean. Minimalist. You log in. You see a graph of requests in progress. You see an activity feed. It’s calm.
It asks for your birth date and name. You get three slots for phone numbers. Three for emails. Three for home addresses. No more.
Did you rent that apartment in 2019? Does a data broker still have it? Incogni probably didn’t check it because your account was full. You’re stuck.
The best feature? Manual review scans. Incogni finds something suspicious? It shows it to you. You click “remove.” Or “ignore.” This prevents them from spamming data sites with removal requests that don’t match your info, which some sites reject anyway. It’s similar to Kanary’s model. I wish everyone did this. It respects the data brokers’ opt-out processes while keeping your privacy tight.
For sites that ignore standard takedowns? You can grant Incogni legal authorization to act on your behalf. They’ll send that legal notice instead. Better than nothing.
Transparency: Great logs. Missing pictures.
Incogni shows its work. Really.
- Timestamps for finds and removals.
- Data sensitivity scores (1 to 10) for each broker based on how sensitive your data is. Health data gets a higher score than demographics. Smart metric.
- Estimates on how long specific sites take to delete info.
But.
No screenshots.
Optery takes a snapshot before and after. You see the delete. Incogni tells you the delete happened. You believe it. Because they show you the timestamp. Because Deloitte says their code works.
It’s close to perfect transparency. Just missing the visual proof.
Privacy: They keep your stuff longer than necessary
Standard security. Audited. They don’t sell data.
But read the fine print. If you cancel your account today? Incogni keeps your personal data for 24 months. Two years.
Most rivals delete your info faster. EasyOptOuts deletes it with the account.
Why does a data removal service keep your SSN or home address on a server for two years after you fire them? For legal retention? Market research aggregation? Their policy mentions anonymized data for research. That’s fine. But retaining raw personal identifiers that long creates liability. A breach two years later puts old data at risk.
I’d like it whittled down. Zero days retention. Better.
The Verdict
Incogni casts a wide net. Three thousand sites is a lot. The activity logs are thorough. The Deloitte audit is a nice pat on the back for security hygiene.
But it’s rigid. One name. Three addresses. Long data retention. You buy into this if you want maximum potential coverage and trust their word that they’re knocking down doors. You don’t buy it if your life history has any bends or angles that require extra names or past addresses.
It works best for the uncomplicated.
