With your personal data scattered across hundreds of data broker sites, automated data removal services have become essential for anyone serious about privacy. Two popular options are PrivacyOn and Incogni. Here's how they compare.
What Are Data Removal Services?
Data removal services work by automatically submitting opt-out requests to data brokers on your behalf, then monitoring those sites to ensure your data stays removed. Without a service like this, you'd need to manually submit opt-out forms on 100+ websites — and repeat the process every few months as your data reappears.
Incogni: Overview
Incogni is a data removal service created by Surfshark, the VPN provider based in Lithuania. Launched in 2022, it has grown into one of the more established names in the data removal space.
Incogni Key Features
- 420+ automated data broker removals on the Standard plan
- 2,000+ sites covered with custom removals on the Unlimited plan
- Dashboard and weekly email reports to track progress
- Deletion requests re-submitted every 60-90 days
- International coverage in 35 countries
- Deloitte-audited claims about broker coverage
- Family plans available for up to 5 members
Incogni Pricing
- Standard: ~$7.99/month (billed annually) or $15.98/month
- Unlimited: ~$12.74/month (billed annually)
- Family plans: Available at discounted per-member rates
- Also bundled in Surfshark One+ at $4.19/month on a 24-month plan
Incogni Limitations
- No screenshot proof of removals
- Profile limits: capped at 3 addresses, 3 phone numbers, and 3 emails per profile
- No mobile app
- Some Trustpilot reviews report slow progress on certain brokers
- Less personalized reporting compared to human-reviewed services
PrivacyOn: Overview
PrivacyOn is a privacy protection service focused on comprehensive data removal from 100+ data broker sites, with continuous monitoring and re-submission of opt-out requests.
PrivacyOn Key Features
- 100+ data broker sites covered with automated removals
- Continuous monitoring to catch data reappearances
- Automatic re-submission of opt-out requests
- Progress dashboard to track removal status
- Straightforward pricing with no confusing tier structure
- US-focused coverage targeting the brokers most relevant to American consumers
Head-to-Head Comparison
Key Differences at a Glance
Incogni offers broader international coverage and a larger total number of brokers, making it a good fit for users outside the US or those who want the widest possible net. PrivacyOn focuses on the data brokers that matter most to US consumers, with straightforward pricing and continuous monitoring that catches reappearances quickly.
Coverage Approach
Incogni casts a wider net with 420+ brokers across 35 countries. PrivacyOn takes a more targeted approach, focusing on the 100+ US-based data brokers that are most likely to have your information and most commonly appear in search results. For most Americans, the brokers that actually show up when someone searches your name are covered by both services.
Monitoring and Re-Removal
Both services re-submit opt-out requests when your data reappears. Incogni operates on a 60-90 day cycle. PrivacyOn provides continuous monitoring, which can catch reappearances faster.
Ease of Use
Both services are designed to be hands-off after initial setup. You provide your personal information, and the service handles the rest. Incogni provides weekly email reports; PrivacyOn offers a progress dashboard.
Pricing Value
Incogni's pricing varies significantly depending on the plan tier and commitment length. Their cheapest option requires a 24-month commitment through the Surfshark bundle. PrivacyOn offers straightforward pricing without requiring long-term commitments to get a fair rate.
Which Should You Choose?
Choose Incogni if you:
- Live outside the United States
- Already subscribe to Surfshark VPN and want a bundle deal
- Want coverage across the largest number of international brokers
Choose PrivacyOn if you:
- Are a US-based consumer looking for targeted, effective removal
- Want straightforward pricing without confusing tiers
- Value continuous monitoring that catches reappearances quickly
- Prefer a service dedicated solely to data removal rather than bundled with other products
The Bottom Line
Both services are legitimate and effective at what they do. The best data removal service is the one you actually use. Either option is dramatically better than trying to manually opt out of data brokers yourself — a process that takes hours and needs to be repeated every few months.