Incogni review 2025: Does it really protect your personal data?

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Your digital life leaves traces everywhere: shopping history, address changes, job details, old emails. That data doesn’t just sit quietly, though.

It’s actively collected, packaged, and sold by data brokers. Once it’s in their systems, it can help target ads, do background checks, fuel spam, or worse (including identity theft).

Incogni is a service that promises to stop that flow. Built to automate data removal, it reaches out to brokers on your behalf and requests deletions. Then, it keeps checking that your data stays private. 

This review looks at how Incogni actually manages – coverage, how it works, pricing, transparency, and everyday usability – so you can decide whether it’s worth your time.

What is Incogni?

Incogni is a fully automated data removal service that contacts data brokers for you to request that they delete your personal information.

Once authorized, it sends out opt-out requests, monitors responses, and repeats them periodically to keep your data off the market.

Contrary to other such tools, Incogni doesn’t simply focus on what’s visible online. What’s unusual is that it also targets private brokers responsible for trading with marketing, risk, recruitment, and financial data.

These are the data sources that actually drive spam, profiling, and identity fraud, but never appear in search results.

As of now, Incogni is available in the US, the UK, Canada, all EU countries, Isle of Man, Switzerland, Norway, Iceland, and Liechtenstein.

Key features at a glance

Feature	What it means for you
Automated removals	Incogni handles deletion requests to 420+ brokers automatically.
Recurring requests	Requests renew every 60 days (public) and 90 days (private) to stop re-listings.
Unlimited custom removals	You can request takedowns for specific websites or new listings anytime, right after signing up.
Private data broker coverage	Goes beyond people-search sites to include marketing, recruitment, risk, and financial data brokers.
Independent verification	Deloitte Limited Assurance Assessment
Compliance	Operates under global privacy laws (GDPR, CCPA, and others).
Transparent reporting	Real-time dashboards show removal progress and broker responses.

How Incogni works

Incogni makes everything incredibly straightforward for anyone. Once you create an account and verify your identity, the system will generate and send deletion requests to hundreds of brokers known to trade personal data. All you do is observe whenever you like.

After that, Incogni takes care to track each broker’s response, and it never stops expanding its broker list.

Its dashboard is very neat, complete with categories of contacted brokers and logs of confirmations and other necessary data.

Where many privacy tools stop after one round of removals, Incogni’s recurring automation ensures ongoing protection – a crucial advantage given that many brokers repopulate their databases over time.

Coverage and effectiveness

Incogni’s reach is what makes it quite exceptional in the industry. As assured by Deloitte, the service indeed manages removals from over 420 brokers from all over the world, covering both public and private sectors.

At the same time, most of its competitors, including DeleteMe and Optery, focus on people-search sites, ignoring private data that feeds marketing lists, risk models, and consumer databases. Incogni includes:

• People-search brokers like Spokeo or Whitepages.
• Marketing brokers that collect browsing and purchase data for advertisers.
• Risk-mitigation brokers that share financial, court, or insurance-related data.
• Recruitment brokers that sell background or employment details.
• Financial information brokers that supply credit and payment data to institutions.

This wider coverage means you’re not just removing what’s visible but cutting off data at its source.

Ease of use

Privacy shouldn’t feel like a second job, nor should it require an IT degree. As it was already mentioned, Incogni’s platform is designed for simplicity and accessibility.

Setup takes only a few minutes: you sign up, verify your identity, and that’s it! From there, Incogni handles everything in the background.

There’s no need to dive into spreadsheets or lots of data, send manual emails, or track response deadlines.

You can check your dashboard at any time for an overview, including which brokers have confirmed deletion, which are pending, and when the next removal cycle is scheduled to begin. For most users, it’s a true set-and-forget solution.

Transparency and trust

Transparency is one of the best ways to gain trust in the privacy industry, and Incogni is currently the only major data removal service independently assured by a Big Four firm.

The Deloitte Independent Limited Assurance Assessment confirms that Incogni’s systems function as claimed, from how it sends and tracks removal requests to the process of recurring submissions.

In addition, Incogni’s self-reporting Trust Center outlines its compliance policies, response rates, and total number of confirmed removals – more than 245 million as of late 2025. For this industry, that kind of openness is surprisingly rare but reassuring.

Pricing and plans

Incogni keeps its pricing simple and consistent:

Plan	Monthly (annualized)	Includes
Standard	From $7.99	Full automated coverage (420+ brokers), recurring removals, and real-time reports
Unlimited	From $14.99	Adds priority processing, unlimited custom removals, and expanded broker reach
Family	From $15.99	Coverage for multiple household members under one account, with the same automation and reporting tools
Family Unlimited	From $22.99	Includes all Unlimited features for the whole family – ideal for households wanting full-scale, ongoing protection

Essential features – including private data broker coverage – come in standard plans. You don’t need to pay extra for the protection that matters most.

Customer experience and support

Incogni earns quite positive feedback for its ease of use and reliability, as well as its customer support quality.

On Trustpilot, it holds an average rating of 4.4 out of 5, with many reviewers noting how simple it is to set up and how quickly removal results appear.

Support is available via email and live chat, while responses are typically prompt and helpful. There’s no dedicated phone line if you don’t have the Unlimited plan, but the support team is known for clear, solution-focused communication regardless of means of communication.

For the more curious, Incogni’s Help Center offers guides and updates on data broker practices – another example of how the company blends automation with transparency.

Who should use Incogni

Incogni is ideal for anyone who:

• Feels overwhelmed by how much personal data is online.
• Receives frequent spam, scam calls, or unwanted offers.
• Fell victim to identity theft before.
• Wants long-term privacy without spending hours managing it.
• Prefers an automated system over manual cleanups.

Whether you’re privacy-aware, data-anxious, or simply tired of endless marketing emails, Incogni offers a realistic way to take back control of your digital footprint.

Final verdict: Reliable, automated, and worth it

Incogni makes privacy protection both effective and effortless. It automates what used to take hours of manual work, goes beyond public databases, and proves its reliability through independent auditing.

It’s not the only data removal service out there, but it’s one of the few that actually goes at the problem at its root – private data brokers.

With transparent pricing, consistent results, and verified trustworthiness, Incogni stands out as the most complete and accessible data-removal solution. 

If you’re serious about reducing your online exposure and reclaiming your privacy, Incogni is an easy, trustworthy place to start.