Incogni Vs. Aura – Data Removal Services Tested and Compared
While Aura is packed with digital security tools like a VPN and password manager, we think Incogni is the better data removal service.
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Last Updated on May 14, 2025
- The automated removal process is rapid and efficient.
- Regular updates for the status of your data’s removal.
- Varied and relatively affordable payment plans and subscription options.
- Fast fraud alerts if your identity and credit are compromised
- Antivirus, VPN and Data Broker Removal for additional identity and device protection
- Up to $5 million ID theft insurance, 24/7 fraud support and 60-day money back guarantee
There’s a good chance your personal information is out there — on people-search sites and marketing databases. Maybe it was exposed in a data breach. Even if you keep a low profile online, data brokers can still find and sell your information by scraping public records and websites you visit.
You could try removing these details manually one website at a time. But that’s time-consuming and frustrating. We recommend using a top-notch data removal service like Incogni or Aura. We think Incogni is the better option as it has affordable plans, a user-friendly dashboard, and international coverage. But Aura is a better all-around package if you need identity theft protection, a VPN, and antivirus software, as well. Let’s take a look at both data removal services to see which one is better for you.
Incogni and Aura Head-to-Head
Before we dive too deep, let’s see how Incogni and Aura’s data removal services compare against each other.
| Incogni | Aura | |
|---|---|---|
| Starting cost per month | $8.29 | $12 |
| Scope of service | Data brokers and people search sites | Data brokers and people search sites |
| Amount of data brokers covered | 250+ | 30 |
| Frequency of records monitoring | Monthly | Unknown |
| Money-back guarantee | 30 days | 60 days |
| International coverage | U.S., Canada, and U.K. | U.S. only |
| Customer service | 24/7 phone, chat, and email support |
Key Similarities
Beyond data removal, Incogni and Aura share other similarities. Here are a few that stood out to us.
- Hands-off process: Incogni and Aura automate the data removal process so you don’t need to manually contact anybody. They’ll also send you updates on the progress as your data gets deleted.
- Flexible subscriptions: Both have plans for individuals and families. You can also pay monthly or yearly with discounts for annual payments.
- Money-back guarantees: Aura and Incogni refund your money if you’re not satisfied with the service. Incogni offers 30 days, while Aura gives you 60.
FYI: Aura lets you try any plan free for 14 days. It’s a great way to try their data removal service risk-free.
Key Differences
There are some significant differences between Incogni and Aura. We recommend considering these factors when choosing a data removal service.
- Digital protection tools: If you’re looking for an all-in-one digital security tool, Aura has everything you need to stay safe online, from a simple VPN to antivirus software.
- Data broker coverage: Incogni removes your information from over 210 websites (and counting), while Aura only covers 30.
- International support: Aura’s reach is limited to U.S. data brokers and people search sites. Incogni can find your details in the U.S., Canada, Norway, Switzerland, and other European countries.
- Customer support: Incogni only offers support via email. You can contact Aura by phone, chat, and email.
Company Backgrounds
Incogni has been around since 2022 and is owned by one of our favorite VPNs, Surfshark. It turns out, Incogni even uses the same data encryption as Surfshark. This gave us confidence our information would stay safe.
FYI: AES 256-bit is considered the gold standard in data encryption. It’s used in VPNs to hide internet traffic, in password managers to protect login credentials, and in cloud storage to keep documents secure.
Aura has been in business a little longer. The company began in 2019 after the founder had their information stolen. They wanted a service that was affordable and easy to use. Like Incogni, Aura uses AES-256 encryption for all sensitive data. Aura’s data security practices also undergo regular third-party audits. However, they don’t list the independent companies that conduct the assessments.
Incogni Privacy Policy
We appreciate how easy Incogni’s privacy policy is to read. The page clearly states it doesn’t sell personal information, and lists all the parties they share your details with. It even details the safeguards in place when your data is sent outside the European Economic Area.
Aura Privacy Policy
Because Aura has more data security products, it needs more of your information. But like Incogni, Aura’s privacy policy makes it clear that it doesn’t sell your data and explains where your details are shared. For example, there’s a section that states they share your information with partners and third-party service providers. That’s because Aura uses Hotspot Shield to power its VPN and Circle for child protection features.
FYI: Aura’s privacy policy discloses that it shares your data with affiliates. The good news is you can opt out. We recommend doing this before uploading your information into Aura’s dashboard.
Data Broker Coverage and Removals
When we tested Incogni, we were impressed with its data broker removal coverage. Incogni can remove your information from over 210 data broker sites. It’s a fully automated service that works faster than other data removal services, such as DeleteMe. That means you’ll get results in weeks rather than months.
>> Compare: DeleteMe Vs. Incogni
A key advantage Incogni has is that it works with sites outside of the U.S. If you’ve ever bought from overseas retailers, your data sits in a database beyond America’s jurisdiction. But Incogni finds these details and stops data brokers from selling them.
Aura’s data removal is limited. It primarily focuses on U.S. data brokers and people-search sites. So if you want to remove your information from Whitepages, Aura can make it happen. However, their scope is limited to around 30 data broker sites. For broader and international coverage, you’re better off with Incogni.
What Information Do Incogni and Aura Remove?
Incogni and Aura focus on removing personally identifiable information (PII) that data brokers collect, package, and sell. The amount of detail is eye-opening the first time you see what they have, but it’s impressive how much these data removal services can erase. Here’s a brief list:
- Full name and any aliases
- Current and past home addresses
- Phone numbers
- Email addresses
- Date of birth and age
- Relatives and household members
- Employment history
- Education background
- Marital status
- Financial data including income, assets, debts, and credit scores
- Spending habits
- Web activity
- Social media accounts
- Property records
You don’t need to provide all this information to Incogni or Aura. Both services track down your records using your full name and complete address. They’ll submit a request to delete everything the data broker has on you.
Always-on data removal
Incogni scans data brokers and people search sites for your personal information, sending requests whenever your details appear – even when it’s relisted.
Pricing
Incogni and Aura have multiple subscription plans available for individuals and families. Let’s run through Incogni’s options first.
Incogni Plans
| Standard | Unlimited | Family | Family Unlimited | |
|---|---|---|---|---|
| Number of users | 1 | 1 | 5 | 5 |
| Automated removals | Yes | Yes | Yes | Yes |
| Custom removals | No | Yes | No | Yes |
| Monthly plan | $16.58 | N/A | $32.98 | N/A |
| Annual plan | $99.48 ($8.29/month) | $179.88 ($14.99/month) | $197.88 ($16.49/month) | $359.88 ($29.99/month) |
We recommend choosing Incogni’s unlimited plans, as they include custom requests manually handled by their privacy team. We wanted to remove our address and phone number from a few websites and sent a request to Incogni. The dashboard kept us updated on the request until it was completed.
>> Learn More: How to Remove Your Phone Number From the Internet
Aura Plans
| Individual | Couple | Family | |
|---|---|---|---|
| Number of users | 1 | 2 | 5 adults, unlimited kids |
| Monthly plan | $15 | $29 | $50 |
| Annual plan | $144 ($12/month) | $264 ($22/month) | $384 ($32/month) |
Aura’s pricing is on par with Incogni, and we like there is a couples plan if you don’t need coverage for kids. It offers great bang for your buck when you see everything included. Every plan includes $1 million of identity theft insurance per adult, three-bureau credit monitoring, antivirus software, a VPN, a password manager, and the data removal service. It might cover fewer sources than Incogni, but it has comprehensive tools to protect your information from misuse.
FYI: One place where your data can show up is the dark web. Incogni doesn’t look for your details there; Aura actively monitors it. However, it can’t remove the information it finds. It’s an alert system to keep you vigilant.
Our Experience
We wanted to see how effective Incogni and Aura are at removing our data, so we signed up and tested each one over a few months. Here’s what stood out.
Our Experience With Incogni
After paying for a subscription, Incogni walked us through the setup process. It required our full name and complete address, including city, state, ZIP code, and country. Next, we signed an authorization form so Incogni could act on our behalf to delete our data. It was pretty stock-standard, and we had no issue signing on the dotted line.
Incogni then took us to the dashboard, where we tracked Incogni’s requests and our custom submissions. We could see it automatically generate 79 requests and where they were sent. It also revealed each broker’s compliance status — some don’t put up a fight, while others are more resistant. The dashboard also shows each broker’s risk level. We dived deeper into a high-risk data broker and learned the dangers of having our details in their databases. It also displayed the average resolution time, so we didn’t have to keep refreshing the page for updates.
What impressed us most is that Incogni doesn’t stop once a request is completed. Incogni continues to monitor your information to ensure it doesn’t reappear in a database. If it does, Incogni triggers new removal requests.
Our Experience With Aura
Aura’s setup process took a little longer because we were also providing identity theft protection information. In addition to our full name and complete address, Aura requests financial information, home and auto titles, and Social Security Number. It’s optional to provide all this information, but we recommend uploading it so Aura can watch out for activities like payday loans and other fraud attempts.
FYI: Aura also scans criminal and court records to see if your identity was stolen and used by criminals.
The dashboard can be overwhelming to new users, as Aura has a lot of features. Thankfully, all alerts are divided into categories so you have an overview of what actions you need to take. To check data removal requests, we headed to the Vault. We reviewed what requests were sent and the status. Aura doesn’t provide as much information as Incogni. For example, we couldn’t review the compliance level or risk factors. However, Aura does share valuable data security tips.
If a data broker starts collecting your information again, Aura will send another automated request to remove it. So, like Incogni, it’s always watching out for you.
>> Keep Reading: Aura 2025 Review
Which Service is Best for Who?
If data removal is your primary focus, Incogni is the best option. Not only is it affordable, but it’s easy to use and offers as much detail as you want to explore. You can keep an eye on your requests or drill down to learn more about the companies that have your information. We also like that it can target data brokers in other countries, and you can submit custom requests if you find your information online. Just remember, you’ll need the Unlimited plan for the custom request feature.
But Aura shouldn’t be dismissed. Sure, it doesn’t have the same broker coverage, but it is an all-in-one digital security tool. Aura can protect you from identity theft, financial fraud, and more. It bundles a VPN, antivirus software, and password manager to secure your information. If you don’t have subscriptions for any of these tools, Aura could be the best solution for you. We also think it’s the best option for families, especially if you need something to monitor your children’s internet usage.
Pro Tip: Remember we mentioned that Incogni is owned by Surfshark? Well, one of Surfshark’s subscriptions includes Incogni’s Standard plan. So, if you’re looking for a data removal service and one of the best VPNs on the market, check it out.
Is Data Removal Worth It?
Incogni shares detailed profiles of the data brokers that have your information.
Sadly, no data removal service can fully erase your digital footprint, but they can reduce what’s floating around online. You may need to manually request to remove your information from Google search results or remove pictures of your house from realtor sites. However, data removal services can track down what brokers are selling your details.
If you’re sick of name, address, and phone number popping up on people-search sites and your phone ringing off the hook with scam calls, then data removal services are worth every cent. It’s worth considering if:
- You receive frequent scam texts, robocalls, or phishing emails
- You’ve been doxxed or received threats online
- You’ve moved or changed your name
- You have a public facing job like a lawyer or healthcare professional
- Your information was exposed in a data breach
- You want to avoid targeted ads and reduce tracking from marketing companies
- You run a business and want to keep your home address off the internet
>> Expert Advice: Five Easy Opt-Outs to Protect Your Identity and Privacy
Final Verdict
Incogni and Aura have slightly different purposes. Both remove your information from data broker databases, but Incogni does it better. It’s designed to delete the details and keep it off their systems. While you don’t get a lot of flashy tools, you do get a clean dashboard with everything you need to know about the status of your requests. Unless you want to submit a custom request, you won’t have to do anything but keep an eye on the progress of the submissions from Incogni.
Aura is a better fit if you’re starting from scratch. There are not a lot of services that include comprehensive identity theft protection, a VPN, a password manager, and antivirus software in one package. The data removal service is limited compared to Incogni, but everything you need to keep your information secure is at your fingertips.
FAQs
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How long does it take to see results with Incogni and Aura?
Both data removal services start sending requests within days of signing up. You can track progress through their respective dashboards.
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Do Incogni and Aura remove your data permanently?
Unfortunately, no service can guarantee permanent removal. Brokers can reacquire your information with scrapers when you sign up for new services or your details appear in public records. Thankfully, Incogni and Aura offer ongoing monitoring and send new requests when your data resurfaces.
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Do Incogni and Aura have free trials?
Aura offers a 14-day free trial for all plans, along with a 60-day money-back guarantee. Incogni doesn’t offer a free trial, but it does provide a 30-day money-back guarantee, allowing you to try its services risk-free.
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Can Incogni and Aura remove your information from Google search results?
Neither Aura nor Incogni can remove your information from Google. Both services focus on deleting your details at the source. With Incogni, you can send custom requests if you find your data on websites, but this feature isn’t available with Aura.
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How do you know if your data is removed?
Both Aura and Incogni have real-time dashboards that provide status updates on the removal process. You’ll also receive alerts for important dates or if anything changes.
