Aura vs. Incogni in 2026: In-Depth Buyer’s Guide

Which One Is Better, Incogni or Aura? 

Online privacy is a top concern for Americans. The latest YouGov data found that 61% of people say limiting who has access to their data is very important to them.

Both Aura and Incogni provide data removal services that can help you remove your personal data from data broker lists and people search sites — online businesses that collect and sell your sensitive information to anyone who wants it.

However, there are key differences between the features and scope of protection that you get from each service:

• Incogni is a specialized data broker removal service. Incogni has a singular focus — removing personal data (emails, phone numbers, and home addresses) from data brokers and people search sites. Incogni covers a higher number of data brokers with its automated data removal service (421 brokers at the time of this writing).
• Aura is an all-in-one online privacy and safety solution. Aura provides slightly less extensive data broker removal services, but adds award-winning identity theft protection, credit monitoring, hacking and scam protection, and up to $5 million in identity theft insurance to its plans. Aura doesn’t just cover data removal — it protects you and your family from the many ways in which scammers can use your leaked data against you.

Choosing the service that’s right for you depends on what you value more: data removal alone, or more comprehensive online privacy and safety.

Aura vs. Incogni: Head-to-Head Feature and Pricing Comparison

In 2026, protecting your online privacy requires more than just deleting your data from data broker sites. Between data breaches, website tracking, and unfavorable privacy policies, it’s all but impossible to completely delete yourself from the internet.

If your data is already online (and circulating on the dark web), removing it from data broker sites means solving only a small part of a much bigger problem.

Aura and Incogni tackle online privacy protection in different ways, which is evidenced by what’s included with each company’s plans.

Here’s how the two services stack up on key features and pricing:

The bottom line: While Incogni provides automated removal from more data brokers, Aura combines data removal from 200+ data brokers with award-winning identity theft protection, three-bureau credit monitoring, digital security, up to $5 million in identity theft insurance coverage, and 24/7 U.S.-based support. Try Aura free for 14 days.

Zoom Out: Are Data Removal Services Even Worth It?

On paper, data removal services like Incogni, DeleteMe, Optery, and others provide a valuable service in removing your personal information from public data brokers. However, there are fundamental flaws in this approach that you may not realize:

There are hundreds, if not thousands of data brokers in the United States alone. 

Neither Incogni, Aura, or any of the other best data removal services can claim to completely remove your data from all of these online sources. That’s why comparing the number of data brokers supported shouldn’t be your main deciding factor.

Many data removal services aren’t as effective as they claim to be.

A 2024 Consumer Reports study found that seven of the most popular data broker removal services were less effective for consumers than simply sending manual removal requests (note: Incogni and Aura were not included in this study).   

Major data breaches have leaked the sensitive information of hundreds of millions of Americans to the dark web.

Unfortunately, no tool can remove your data from the dark web. However, Incogni ignores data breaches and dark web threats in its data removal plans. On the other hand, Aura includes the most extensive dark web monitoring when compared to other leading identity theft protection providers.

Aura monitors over 260 unique pieces of personal information across the dark web, public records, and data breaches to alert you of threats and help you secure your accounts and identity.

Note: Incogni now offers a “Protect” plan that includes limited dark web monitoring from Coveron (previously NordProtect). But this still pales in comparison to Aura’s extensive monitoring and alert features.

Americans lost $15.9 billion to fraud in 2025 alone.

The real issue isn’t that your personal data is available — it’s how scammers will use that data against you. 

Unfortunately, Incogni’s data removal plans don’t include features to help protect you against how your leaked data can be used by scammers, identity thieves, and hackers.

Every Aura plan includes a full suite of award-winning online safety features, including three-bureau credit monitoring with the industry’s fastest fraud alerts³, advanced device and account security tools, and scam and spam blockers.

If the worst should happen, Aura has your back with 24/7 U.S.-based support and up to $5 million in identity theft insurance coverage.

You need more than just data removal. Achieving true online privacy and safety is an ongoing process that requires defenses in many different areas — from data removal services to privacy protection tools, digital security, and dark web monitoring. Try Aura free for 14 days for robust online security and safety.

📚 Related: Is Cloaked Legit? What To Know Before Buying →

Incogni 2026 Review: Who Should Choose Incogni?  

Incogni is a data removal tool owned by SurfShark VPN that operates in the United States, Canada, the European Union (EU), and a few other European countries.

Incogni leverages existing privacy laws to force data brokers and people search sites to remove user data. This includes the EU’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Incogni offers two different plan types with options to protect yourself or your family (up to five people).

• Standard plans send automatic data removal requests to over 420 supported data brokers.
• Unlimited plans layer on custom removals from an additional 3,000+ sites (as well as “any website, on request”), plus access to phone support. 

It’s important to understand that Incogni’s custom requests aren’t always automatic. The company offers an "exposure scanner” to help find your information online; but for other removal requests, you’ll need to find and submit URLs where your personal data is being shared. 

Users can track opt-out requests from the Incogni dashboard, which shows the number of removal requests sent as well as their statuses.

Who should choose Incogni? Incogni makes sense if you want a user-friendly way to remove your information from a large number of data broker lists, and you already have other online safety and privacy tools in place — such as a virtual private network (VPN), antivirus software, credit monitoring, and other security features.  

📚 Related: Incogni vs. DeleteMe: Which One Is Right For You? →

How much does Incogni cost? 

Incogni plans range in price from $15.98 to $45.98/month (for monthly plans) or $95 to $275/year (for annual plans), making it a slightly more expensive data broker removal option.

The company offers two tiers of data removal plans and a “Protect” plan with extra features for identity protection and insurance. Data removal plans can cover individuals or families, with the option to pay monthly or annually.  

Here’s a breakdown of Incogni’s plans and pricing (as of June 2026):

Note: All Incogni plans come with a 30-day money-back guarantee, but no free trial. 

Is Incogni a legitimate company?

Yes, Incogni is a legitimate data removal organization that is owned by Surfshark, a reputable VPN company. Along with its stand-alone data removal service, Incogni can be purchased as part of the SurfShark One+ package or the Coveron (previously, NordProtect) Platinum plan.

📚 Related: The 9 Best Incogni Alternatives Right Now →

What are the downsides of using Incogni?

Incogni’s main downsides include its premium pricing and lack of extra features for online safety. The Unlimited plan costs nearly $200/year for individuals — and that’s with a discount for paying annually. 

Incogni’s pricing makes it more expensive than Aura’s all-in-one solution, as well as some other stand-alone data broker opt-out tools (including similar plans from DeleteMe and Optery). 

Cost aside, there are other limitations in using Incogni that users should be aware of: 

• “Blind” opt-out method. Incogni scans public people search sites for its customers’ personal information and sends targeted opt-out requests. However, many data brokers don’t list public profiles. In these cases, Incogni may actually provide your information to brokers that don’t already have it. This is a problem with the way almost all automated data broker opt-out services work. 
• Lack of verifiable proof. Unlike some competitors (such as DeleteMe), Incogni does not provide detailed privacy reports telling you what information has been removed. While this limits how much of your personal data Incogni has, it also makes it difficult to verify that the removal request worked. 
• Coverage gaps. Incogni supports automatic opt-out requests for 421 data brokers (at the time of this writing). However, some of the biggest people search sites are missing from Incogni's list, such as Intelius, Whitepages, Truthfinder, and Instant Checkmate. 
• Traps users in a never-ending cycle. Even if data brokers remove your information, there's no stopping them from re-adding the information later on. While Incogni sends out new removal requests every 60 to 90 days, you're locked into a lifetime subscription service if you want to ensure that your data stays private.
• No protection against identity theft or hacking. Incogni claims to help prevent identity theft and fraud by limiting exposure to your private information. In reality, its services can’t do much to protect you from the consequences of these crimes. When hackers breach broker databases or buy your personal information from them, Incogni has no tools to warn or defend you from being targeted.
• Limited customer support. Incogni advertises a 24/7 customer support team, but that's only through the live chat tool. Users can also email Incogni at any time of day, but responses take up to 24 hours. Phone support is only available to Unlimited plan members between 10AM and 6PM EST.
• Potentially inflated claims of reducing spam. Incogni claims that it helps reduce spam calls for users by removing their phone numbers from data broker lists. However, Incogni doesn’t do anything to actively block spam or scam calls and messages. If your information has already been leaked, or is with a data broker that Incogni doesn’t support, you’ll still receive spam. ‍
• No free trial. Incogni offers a 30-day money-back guarantee, but no free trial. This means that users need to register and pay upfront for the service without knowing if it's right for them or not.

Aura 2026 Review: Who Should Choose Aura? 

Unlike Incogni’s singular focus on data broker removal, Aura is an all-in-one online privacy and identity theft protection solution.

All Aura plans include automatic data removals from 200+ data broker sites — along with daily rescans to ensure that your data hasn’t been added back to a broker’s database.

Aura’s data removal feature also helps you send takedown requests to Google to prevent your sensitive information from appearing in search engine results. 

The biggest difference between Aura and Incogni is Aura’s strong focus on protecting you and your family from how scammers and criminals use your personal information.

Aura’s identity theft protection monitors more than 260 pieces of personal information — including your Social Security number (SSN), phone number, and account passwords — across the dark web, data breaches, public records, and more — and alerts you in near real time if anything is detected. 

Aura also monitors your credit file at all three major bureaus (Experion, Equifax, and TransUnion), and provides the most reliable and fastest fraud alerts in the industry³ .

Every Aura plan comes with advanced cybersecurity and scam protection tools to protect you from hackers, malware, and phishing. This includes antivirus software, a military-grade virtual private network (VPN), password manager, and more. 

If the worst should happen, Aura provides 24/7 U.S.-based support via phone, email, or chat — as well as up to $5 million in identity theft insurance to cover eligible losses and expenses.

Who should choose Aura? Aura offers packages for people who want robust protection from modern online threats — including data brokers, cybercriminals, hackers, and identity thieves. Anyone who has had their private data leaked or posted publicly can benefit from Aura’s powerful identity monitoring and privacy protection tools. 

How much does Aura cost? 

Aura offers simple plans and transparent pricing with packages for individuals, couples, and families — with heavy discounts on annual plans. All plans include a 60-day money-back guarantee (when you pay annually). 

Here’s a breakdown of Aura's plans and pricing (as of June 2026) using this special discount link:

What are the downsides of using Aura?

Aura offers some of the most powerful identity theft protection features in the industry, but there are a few potential downsides that users should understand before signing up: 

• Fewer data brokers covered. Compared to a stand-alone data broker removal service, Aura has a smaller list of data broker sites (over 200, as of June 2026). However, Aura can help you remove your sensitive information from Google search results, which makes your data much harder to be found. 
• Only available in the United States. Aura's features can only be used by U.S. residents. This includes its fraud protection, credit monitoring, parental controls, and data removal services. 
• Some opt-outs require extra authorization. For data brokers that don’t accept automated removal requests, Aura may require extra authorization to complete the opt-out. This is the case with most automatic data removal services.
• Base plans can be expensive. Without annual discounts, Aura’s base plans can be more expensive than those offered by stand-alone data removal services like Incogni. However, when you compare the features you get with Aura to Incogni’s Unlimited plan, Aura provides significantly more for a lower monthly fee.

The Bottom Line: Online Safety Requires More Than Data Broker Removal Services

Despite the fact that recent surveys indicate nearly all Americans believe there should be better regulations for protecting personal information, data brokers have access to unimaginably large amounts of information. Even worse, there are few actual data privacy regulations in place to protect us. 

While services like Incogni automate the data removal process, they only tackle a small part of a much larger and growing online privacy crisis.  

Effective data privacy requires a multi-pronged approach, and Aura can help you make the most of your efforts. 

You should choose Aura over Incogni if you want: 

• Extensive dark web monitoring. Aura monitors the dark web for your most sensitive information — over 260 pieces of personal data — and warns you if it's been leaked. 
• Three-bureau credit monitoring with the industry’s fastest fraud alerts³. If scammers use your information to take out loans, open accounts, or apply for credit, Aura will alert you in near real time. 
• Scam and phishing protection. Aura offers Safe Browsing tools that block you from visiting malicious websites — as well as AI-powered protection from phishing emails, texts, and phone calls.
• A full suite of cybersecurity tools. To protect your devices and personal information, Aura provides antivirus software, a military-grade virtual private network (VPN), and a password manager.
• Up to $5 million in identity theft insurance. Every adult member on an Aura plan qualifies for up to $1 million in coverage for eligible losses and expenses resulting from identity theft. 
• 24/7 U.S.-based support via phone, email, and chat. Aura offers round-the-clock access to a team of U.S.-based fraud remediation specialists available by phone, email, and live chat.