How we reviewed this: this is a research-based review. We did not buy or test the product ourselves. We checked the official website, policies and independent customer feedback, and every fact below links to its source. Facts checked 2026-11-01. How we review · Affiliate disclosure: we may earn a commission if you buy through our links, at no extra cost to you.
Quick verdict: is Incogni legit and worth it?
Yes, Incogni is legit. It’s a data removal service from Incogni Inc., part of the same group as Surfshark and NordVPN. It sends removal requests to 420+ data brokers and people-search sites on your behalf and repeats them every 60 to 90 days so your info stays off. PCMag made it an Editors’ Choice (4.5/5), and in a 2025 peer-reviewed study of four removal services it had the highest removal success (76.6%). The Standard plan costs $95.88 a year.
The honest part: Consumer Reports’ well-known 2024 test of removal services didn’t include Incogni, the study’s 76.6% is what Incogni reported rather than independently confirmed deletions, and Incogni doesn’t show you the records it matched, so you can’t check its work line by line. Its BBB rating is A+ but it isn’t accredited, with 16 complaints in the last 12 months, some about cancelling. And its 30-day money-back guarantee is a one-time refund that doesn’t cover renewals.
Our take: Incogni is worth it if you want a hands-off service that keeps re-sending requests for you. If you’d rather spend less, EasyOptOuts ($19.99/yr) did well in Consumer Reports’ test, and you can do a lot yourself for free. See our best data removal services roundup.
Pros
- ✓ PCMag Editors’ Choice (4.5/5): “easy, effective, and trustworthy”
- ✓ Highest removal success (76.6%) of 4 services in a 2025 academic study, 72.2% within 32 hours
- ✓ 420+ brokers covered, checked by Deloitte (July 2025, a review Incogni paid for)
- ✓ Repeats requests every 60 to 90 days; monthly reports and a live dashboard
- ✓ Monthly plan available ($15.98); 30-day money-back guarantee
- ✓ Trustpilot 4.3 from 3,077 reviews
Cons
- ✗ Not in Consumer Reports’ 2024 removal test
- ✗ Study results are self-reported; matched records aren’t shown to you
- ✗ BBB A+ but not accredited; 16 complaints in 12 months, some about cancelling
- ✗ One refund only; renewals can’t be refunded
- ✗ No custom removals on the Standard or Family plans
- ✗ Can’t remove public records; info can reappear
How much does Incogni cost?
| Plan | Yearly price | What it adds |
|---|---|---|
| Standard | $95.88/yr ($7.99/mo), or $15.98 month to month | Automated removals from 420+ brokers, monthly reports |
| Unlimited | $179.88/yr ($14.99/mo) | Unlimited custom removal requests, live phone support |
| Family | $191.88/yr ($15.99/mo) | Standard for your household |
| Family Unlimited | $275.88/yr ($22.99/mo) | Unlimited for your household |
| Protect (US only) | $248.88/yr ($20.74/mo) | Adds up to $1M identity-theft insurance, TransUnion credit monitoring and dark web monitoring |
Prices from incogni.com on November 1, 2026; sales tax may apply. Plans renew automatically. One oddity: Incogni’s plan cards say family plans cover “up to 5 members,” while its FAQ says you can add “up to four people.” Ask support before you buy a family plan.
Check Incogni’s current price →
How does Incogni work?
- Sign up: you give your name, date of birth and most recent home address (a phone number for US addresses) and sign an authorization that lets Incogni act for you. We found no ID requirement.
- Requests go out: Incogni scans people-search sites and sends removal requests to private data brokers likely to hold your data. It’s mostly automated; on Unlimited plans, privacy specialists handle custom removals from sites you name.
- It keeps going: requests repeat at least every 60 days for public brokers and 90 days for private ones (a schedule Deloitte checked as of July 2025).
- You track it: monthly progress reports and a live dashboard show each broker’s status. PCMag notes Incogni may ask you to review profiles that might be yours, and some turned out to be strangers or relatives.
Does Incogni actually work? What the tests show
- PoPETs 2025 academic study: researchers from universities including Northwestern and Imperial College tested Incogni, Optery, Kanary and Mozilla Monitor with 71 people for 30 days. Incogni had the highest removal success, 76.6%, with 72.2% removed within 32 hours. Caveats: the rates are what each service reported, not independently confirmed, and the researchers couldn’t check Incogni’s accuracy because it doesn’t show the records it matched. Across all four services, only 41% of the records found actually belonged to the participant.
- PCMag (Editors’ Choice, 4.5/5): “an easy, effective, and trustworthy data removal service, with strong automation, transparent reporting, and third-party auditing.” PCMag earns affiliate commissions.
- Deloitte (2025): a limited-assurance review, paid for by Incogni, found nothing suggesting Incogni covered fewer than 420 brokers, missed its 60/90-day repeat schedule, or sold customer data in 2024. It didn’t check whether removals actually stuck.
- Consumer Reports (2024): not tested. In that study, the best services removed 65% to 68% of profiles after four months, DeleteMe 27%, and doing the opt-outs yourself about 70% in a week.
Bottom line: the evidence for Incogni is good but not airtight. No one has independently confirmed its removals the way Consumer Reports did for Optery and EasyOptOuts.
Is Incogni safe?
Incogni Inc. lists its address in Mission Viejo, California, with operations tied to Vilnius, Lithuania, and says it was created within Surfshark and is now part of one group with NordVPN. You do hand it sensitive details (name, birth date, address, phone), which every removal service needs. Deloitte’s 2025 review found nothing indicating Incogni sold customers’ personal data in 2024. We found no FTC action or lawsuit against Incogni. A law firm page about investigating Incogni appeared in search results but returned an error when we checked, so we couldn’t confirm it.
Incogni vs DeleteMe, Optery and EasyOptOuts
| Service | Price, 1 person | Independent results | Best for |
|---|---|---|---|
| Incogni | $95.88/yr | 76.6% in PoPETs 2025 (self-reported); PCMag 4.5 | Hands-off automation |
| DeleteMe | $129/yr | 27% in Consumer Reports 2024; PCMag 3.5 | Human help, 40 custom requests a year |
| Optery | Free plan; $39 to $249/yr | 68% in Consumer Reports 2024 (top plan); PCMag 4.5 | Removing the most, with screenshot proof |
| EasyOptOuts | $19.99/yr | 65% in Consumer Reports 2024 | Lowest price, 150-day refund |
For the full head-to-head on the two biggest names, see DeleteMe vs Incogni.
How to cancel Incogni
Per Incogni’s help center, to stop the automatic renewal:
- Log in to your Incogni account.
- Click your email address in the upper-right corner (or the profile icon on mobile), then Profile.
- Open the Subscription & billing tab.
- Click Manage billing next to your plan.
- Select Cancel subscription and follow the steps.
- You keep access: after you cancel the renewal, Incogni keeps working until your paid period ends.
- Bought it in a bundle? If you got Incogni through NordVPN, Surfshark or Coveron, cancel through that company; Incogni can’t cancel or refund bundles.
- Deleting your account is separate: you have to contact support, and deleting an active account forfeits the rest of your subscription with no refund for unused time.
- Refunds: within 30 days of your first purchase you can get your money back once; “once a Service contract is renewed after the initial Service period, it cannot be refunded.” So cancel before your renewal date if you don’t want another year.
Incogni’s instructions: how to cancel and how to delete your account.
What customers complain about
- Cancelling: one BBB complaint (June 2026) from a customer over 70 said they couldn’t cancel for three months.
- Results vs expectations: another June 2026 BBB complaint said the results didn’t match what was advertised.
- Checking its work: you can’t see the records Incogni matched, so it’s hard to confirm a broker actually deleted you.
- Plan limits: no custom removals unless you pay for Unlimited.
On the positive side, Trustpilot’s 3,077 reviews average 4.3, with reviewers praising the dashboard, easy setup and fewer spam calls. Incogni pays for a Trustpilot subscription.
Free alternatives to try first
- Opt out yourself: the FTC explains how to remove yourself from people-search sites one by one, and Incogni publishes free opt-out guides.
- California DROP: California residents can send one free deletion request to 650+ registered data brokers.
- Google “Results about you”: free alerts and removal requests for Google Search results showing your phone, address or email.
- Incogni’s free scanner: shows which people-search sites may list you before you pay.
Try Incogni with its 30-day guarantee →
FAQ
Is Incogni legit?
Yes. Incogni is a real data removal service run by Incogni Inc., part of the group behind Surfshark and NordVPN. PCMag made it an Editors’ Choice, and Deloitte reviewed its broker coverage and repeat schedule in 2025 (a review Incogni paid for).
Is Incogni worth it?
If you want a hands-off service that keeps re-sending removal requests to 420+ brokers, yes: it led a 2025 academic study (76.6%, self-reported) and costs $95.88 a year. If you want the cheapest option with strong independent results, EasyOptOuts ($19.99/yr) removed 65% in Consumer Reports’ test.
How much does Incogni cost?
Standard is $95.88 a year ($7.99/mo) or $15.98 month to month. Unlimited is $179.88 a year, Family $191.88 and Family Unlimited $275.88.
How do I cancel Incogni?
Log in, click your email address, go to Profile, open Subscription & billing, click Manage billing and choose Cancel subscription. You keep access until the paid period ends. If you bought it through NordVPN, Surfshark or Coveron, cancel through them.
Can I get a refund from Incogni?
Yes, once: Incogni offers a full refund within 30 days of your first purchase. Renewals can’t be refunded, and deleting your account doesn’t refund unused time.
Is Incogni safe to use?
We found no FTC action or lawsuit against Incogni, and Deloitte’s 2025 review found nothing indicating it sold customer data in 2024. You do share your name, birth date, address and phone number, which any removal service needs.
Who owns Incogni?
Incogni says it was created within Surfshark and is now part of one group with NordVPN. The US company is Incogni Inc. in California, with operations in Lithuania.
Incogni vs DeleteMe: which is better?
Incogni is cheaper ($95.88 vs $129 a year), covers more brokers automatically and offers a monthly plan; DeleteMe includes human privacy advisors and 40 custom requests a year. DeleteMe removed 27% of profiles in Consumer Reports’ 2024 test; Incogni wasn’t tested there.
Sources
- Incogni pricing
- Incogni about us
- Incogni terms of service
- Incogni: getting started
- Incogni: how to cancel
- Incogni: how to delete your account
- Incogni free exposure scanner
- Deloitte ISAE 3000 report for Incogni (Aug 2025)
- PoPETs 2025: Measuring the Accuracy and Effectiveness of PII Removal Services
- PCMag: Incogni review
- Consumer Reports: people-search removal services evaluation (Aug 2024)
- BBB: Incogni Inc.
- BBB: Incogni complaints
- Trustpilot: Incogni
- FTC: people search sites
- California DROP