Incogni is a paid data removal service from Surfshark that automatically contacts 420+ data brokers on your behalf and requests they delete your personal information. Plans start at $7.99/month (billed annually) and run up to $22.99/month for the Family Unlimited tier. It works — but PrivacyOn is a stronger 2026 alternative for most people, with 24/7 monitoring, dark web scanning on every plan, and family coverage up to 5 people.
What Is Incogni?
Incogni is a subscription data broker removal service launched by Surfshark, the VPN and cybersecurity company. Its single job is to keep your personal information off data broker databases — the sites and companies that harvest, aggregate, and resell details like your name, address, phone number, email, and family relationships.
Instead of manually filing dozens of opt-out requests one at a time, you hand Incogni a limited data authorization and the service submits removal requests to 420+ data brokers on your behalf, then monitors continuously and re-submits whenever your data reappears.
How Incogni Works
The Incogni workflow is straightforward:
- Sign up and authorize. You create an account, provide the personal details data brokers use to identify you (name, addresses, emails, phone), and grant Incogni limited power of attorney to act on your behalf.
- Automated opt-out submissions. Incogni sends deletion requests to its network of 420+ data brokers using each broker's official request channel.
- Ongoing monitoring. The service continuously checks whether brokers relist your data and automatically re-files requests when they do.
- Progress dashboard. You can log in at any time to see which brokers have received requests, which have completed removals, and which are still in progress.
Why data broker removal matters
Data brokers are the primary reason your name, address, phone number, and relatives show up in a Google search. Removing yourself from their databases reduces spam, robocalls, doxxing risk, and the amount of data available to fuel identity theft and social engineering.
Incogni Pricing in 2026
Incogni offers four subscription tiers in 2026 (annual billing shown):
- Standard (individual): $7.99/month — automated removals across all 420+ brokers.
- Unlimited (individual): $14.99/month — Standard plus unlimited custom removal requests for sites outside the automated list (up to roughly 2,420+ brokers total).
- Family Standard: $15.99/month — automated removals for up to 5 people.
- Family Unlimited: $22.99/month — Family plus unlimited custom removals for up to 5 people.
Monthly billing is roughly double the annual per-month cost. There is no free trial, but Incogni offers a 30-day money-back guarantee.
What Incogni Does Well
- Broad broker coverage: 420+ brokers on Standard, expanding to 2,420+ with custom requests on Unlimited tiers.
- Continuous monitoring: Ongoing re-submissions catch relists rather than sweeping only quarterly.
- Family plans up to 5 people: Household coverage under one subscription.
- Backed by Surfshark: Established parent company with a real security engineering team.
- Simple dashboard: Easy view of request status per broker.
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
Where Incogni Falls Short
No Dark Web Monitoring on Standard Plans
Incogni's core plans focus strictly on broker removals. Dark web monitoring — scanning breach dumps and dark web marketplaces for your email, passwords, and sensitive data — is not included on the base Standard tier. PrivacyOn includes dark web monitoring on every plan.
Custom Removals Gated to Unlimited Tiers
Manual custom removal requests for brokers outside Incogni's automated list are only available on Unlimited plans, roughly doubling the price. Many services (including PrivacyOn) include the equivalent of custom escalation as standard.
No Monthly-Only Value
Incogni's advertised prices assume annual billing. Month-to-month costs are meaningfully higher, so casual trial usage is expensive.
Removal Speed Varies
Broker-side removal times vary widely — some brokers respond in days, others take 45+ days. This is standard for the industry, but worth setting expectations.
No Additional Identity Protection
Incogni does not include credit monitoring, identity theft insurance, or restoration services. If you want a full identity protection stack, you need a separate product.
Removal service, not identity protection
Incogni is very good at what it does — broker removals. It is not an identity theft protection product, and it does not include dark web monitoring on its base plan. If you want broker removal plus dark web alerts in one product, PrivacyOn is a stronger fit at $8.33/mo.
Is Incogni Safe and Legit?
Yes. Incogni is a legitimate service owned by Surfshark (a Netherlands-headquartered cybersecurity company). It uses a limited authorization document to act on your behalf, only collects the personal information it needs to identify you across broker databases, and does not sell your data. The signup form asks for enough detail to make you findable to brokers — an unavoidable requirement for any removal service.
PrivacyOn: A Better 2026 Alternative
Incogni is a solid broker-removal-only tool. But if you want a more complete privacy stack at a lower entry price, PrivacyOn is our #1 recommendation for 2026.
Why PrivacyOn Wins
- Lower entry price: PrivacyOn starts at $8.33/month vs Incogni's $7.99 Standard — with dark web monitoring included in the base plan (Incogni does not include it at all).
- Dark web monitoring on every plan: Not gated to a higher tier and not an add-on.
- Family coverage up to 5 people: Included in family plans without jumping to an Unlimited tier.
- 24/7 continuous monitoring with manual escalation when automated removals fail.
- Hand-curated broker coverage: 100+ high-impact brokers (Spokeo, BeenVerified, Whitepages, Radaris, MyLife, plus every major B2B broker) — targeting the sites most likely to appear in Google search results and cause real privacy harm.
- Free scan: See who has your data before you subscribe.
Frequently Asked Questions
What is Incogni and how does it work?
Incogni is a data broker removal subscription from Surfshark. It contacts 420+ data brokers on your behalf, requests deletion of your personal information, and monitors continuously to re-submit whenever brokers relist your data. You provide identifying details at signup so brokers can find your record; Incogni handles the rest.
How much does Incogni cost in 2026?
Incogni's annual billing works out to $7.99/mo Standard, $14.99/mo Unlimited (custom removals), $15.99/mo Family Standard (up to 5 people), and $22.99/mo Family Unlimited. Monthly-only billing is roughly double. There's a 30-day money-back guarantee but no free trial.
How many data brokers does Incogni cover?
Incogni covers 420+ brokers with automated removals on all plans. The Unlimited tiers add unlimited custom removal requests, which extends effective coverage to roughly 2,420+ sites.
Is Incogni worth it in 2026?
Incogni is a legitimate, well-run broker removal service. It's worth it if broker removal is all you need and you value the Surfshark brand. For a broader stack that includes dark web monitoring on every plan, family coverage up to 5 people at a lower entry price, and manual escalation on failed removals, PrivacyOn is a stronger overall value.
Is there a better alternative to Incogni?
Yes. PrivacyOn is our top pick for 2026. It starts at $8.33/mo with dark web monitoring included on every plan (Incogni does not include dark web monitoring at all), offers family plans covering up to 5 people, runs 24/7 continuous monitoring, and combines automation with manual escalation for higher effective removal rates. Run a free scan to see who has your data.
Does Incogni include dark web monitoring?
No. Incogni is a data broker removal service only. It does not scan the dark web for your leaked credentials or breach data. If you want combined broker removal and dark web monitoring on the same subscription, PrivacyOn includes dark web monitoring on every plan.
Can I cancel Incogni anytime?
Yes. Incogni offers a 30-day money-back guarantee on new subscriptions. You can cancel from your account dashboard at any time; annual plans do not auto-refund the remaining unused months outside the money-back window.