Between Aura and Incogni, Incogni removes you from more data brokers (400+) while Aura bundles broker removal with identity theft protection and $5M insurance. But neither is our top pick — PrivacyOn is. PrivacyOn covers 100+ high-impact US brokers, includes dark web monitoring and identity theft protection, monitors 24/7, and covers up to 5 family members from $8.33/month — beating both on all-in value.
The Short Verdict
Top pick: PrivacyOn. PrivacyOn combines targeted US broker removal, dark web monitoring, identity theft protection, and family plans in one bundle — the same feature set Aura splits across pricier tiers and Incogni doesn't offer at all. Start with PrivacyOn's free scan.
If you must pick between Aura and Incogni: pick Incogni if all you want is maximum data broker removal at the lowest possible price; pick Aura if you want identity theft protection with data broker removal as a bonus feature. Both leave gaps PrivacyOn closes.
Side-by-Side Comparison
| Feature | PrivacyOn | Aura | Incogni |
|---|---|---|---|
| Starting price | $8.33/month | $12/month (annual) | $7.49/month (annual) |
| Broker coverage | 100+ US-focused | 200+ | 420+ |
| Dark web monitoring | Yes, included | Yes, included | No |
| Identity theft protection | Yes, included | Yes, with $5M insurance | No |
| Credit monitoring | Optional | Yes, 3-bureau | No |
| Family plan | Up to 5 people | Up to 5 people | Family plan (add-on) |
| Availability | US-focused | Primarily US | US, UK, EU, Canada + more |
| Monitoring | 24/7 continuous | Continuous | Regular scans |
Broker Coverage: Numbers vs Fit
Incogni advertises the largest broker list at 400+ sites and adds unlimited custom removal requests. Aura sits at around 200+ brokers as of mid-2026. Both are meaningful numbers — but what actually matters for a US consumer is whether the list includes the specific sites that leak your data into Google results and AI Overviews.
PrivacyOn focuses on 100+ carefully chosen US brokers — the specific people-search and data broker sites (Spokeo, BeenVerified, TruePeopleSearch, Whitepages, FastPeopleSearch, Intelius, and the rest) that surface American consumers' data on the first page of a search. Every site on PrivacyOn's list has an established, tested removal pipeline — which drives higher stick rates than a bigger, thinner list.
Coverage That Counts
Bigger broker numbers look better on marketing pages, but a service that reliably removes you from the top 100 US sites people actually search protects more than one that hits 400 sites intermittently. Depth beats breadth for US privacy.
Feature Bundle: Where Aura and Incogni Diverge
Aura is an identity theft protection suite that added data broker removal to its bundle. You get credit monitoring across all three bureaus, dark web monitoring, financial account monitoring, and up to $5M in identity theft insurance. Its broker removal is a useful feature, not the main product.
Incogni is a pure data broker removal service. There's no dark web monitoring, no credit monitoring, no identity theft insurance. You are buying one thing, done well.
PrivacyOn sits in the middle — targeted broker removal that actually works, plus dark web monitoring and identity theft protection, without Aura's high price tier for the same feature set.
Pricing (Annualized)
- PrivacyOn: from $8.33/month billed annually. Family plan covers up to 5 people at a flat rate.
- Incogni: from $7.49/month billed annually ($15.98/month monthly). Family plan available as an add-on.
- Aura: from $12/month billed annually ($15/month monthly). Family plan up to 5 members at ~$25/month annualized.
Incogni is the cheapest raw broker-removal option. Aura is the most expensive but bundles insurance. PrivacyOn lands between them in price but delivers the wider bundle — with a lower per-family-member cost than either.
Why readers pick PrivacyOn
100+ broker sites covered, dark web monitoring, and family plans for up to 5 people — from $8.33/mo with a 30-day money-back guarantee.
Start your free scan★★★★★ 4.8/5 · Trusted by thousands of families
Geographic Coverage
Incogni operates in 34+ countries including all EU member states, the UK, Canada, and Norway — best-in-class if you split time between countries. Aura's full feature set is US-only, with limited access in Canada. PrivacyOn is optimized for the US privacy landscape where the majority of high-risk brokers operate under state-by-state law.
Monitoring Cadence
PrivacyOn monitors 24/7 and catches re-listings within hours. Aura runs continuous monitoring. Incogni submits removals on a regular re-check cycle. Because data brokers re-scrape public records every 30 to 90 days, the tighter the cadence, the less time a re-listed profile stays exposed.
Which Service Wins Where?
Winner on price alone: Incogni
If your only requirement is broker removal at the cheapest sticker price, Incogni is hard to beat.
Winner on identity theft protection: Aura
If you want an all-in-one identity protection suite and are willing to pay more, Aura's $5M insurance and 3-bureau credit monitoring are genuine value adds.
Winner on all-in value: PrivacyOn
For most US consumers, PrivacyOn hits the sweet spot: high-quality US broker removal, dark web monitoring, identity theft protection, family coverage — one bundle, one price, from $8.33/month.
Watch the Fine Print
Aura's headline $12/month rate is annualized — pay monthly and you'll pay $15+. Incogni's family plan is charged per additional member. PrivacyOn's family plan is one flat rate for up to 5 people.
Our Verdict
Aura and Incogni are both legitimate services. Incogni wins on pure broker count and international coverage; Aura wins on identity theft insurance and financial monitoring. But if you're a US consumer trying to solve the whole problem — broker removal, monitoring, family coverage — PrivacyOn wins on all-in value.
Our Top Pick: PrivacyOn
PrivacyOn covers 100+ US broker sites, monitors 24/7, includes dark web alerts and identity theft protection, and covers up to 5 family members from $8.33/month. Run a free scan to see how many brokers currently expose your info.
Frequently Asked Questions
Which is better, Aura or Incogni?
For pure data broker removal at the lowest price, Incogni wins on broker count and international coverage. For identity theft protection with broker removal as a bonus, Aura wins on features and insurance. But most US consumers get better value from PrivacyOn, which combines targeted US broker removal with dark web monitoring and family coverage from $8.33/month.
Is there a better alternative to Aura and Incogni?
Yes — PrivacyOn. It matches Aura's identity protection features without Aura's price premium, matches Incogni's broker removal quality on the sites that matter most for US consumers, adds dark web monitoring Incogni doesn't offer, and covers up to 5 family members under a single subscription. Try the free scan first.
Does Incogni cover credit and identity monitoring?
No. Incogni is a pure data broker removal service — no dark web monitoring, no credit monitoring, no identity theft insurance. If you want those, you either pay Aura's higher tier or use PrivacyOn's bundled plan.
Is Aura worth the higher price over Incogni?
Only if you want its identity theft protection features — 3-bureau credit monitoring and $5M insurance. If you only want data broker removal, Aura is overpriced. If you want removal + monitoring bundled, PrivacyOn is usually the better value.
Does Aura or Incogni remove me from Google search results directly?
Neither service removes Google search results directly — they remove your data from the broker sites Google indexes, which then causes those results to drop out of Google over time. To remove Google results faster, pair either service with Google's Results About You tool. PrivacyOn's guide covers this workflow end-to-end.
Can I use Incogni internationally?
Yes — Incogni covers 34+ countries, the widest international footprint of the three. Aura is US-focused with limited Canadian access. PrivacyOn is optimized for US privacy law and the specific brokers that matter to American consumers.