Incogni review: is it worth it in 2026?

Incogni is a legitimate, low-effort data removal service: you sign one authorization, and it sends opt-out requests to the data brokers on its list and repeats them on a schedule. For most people in the US, the Standard plan at $7.99/month billed yearly (as of October 2026, per Incogni's pricing page) is fair value if your main problem is people-search listings and marketing lists. It's a weaker fit if you need sites outside its list removed, want breach or dark web alerts, or don't want to commit to a year.

This review is written by Serus, which sells a competing service, so read it with that in mind. Every Incogni fact below comes from Incogni's own pages, with prices checked on October 23, 2026.

What Incogni is and who runs it

Incogni is a data removal service from Surfshark, the VPN company, according to Incogni's help center. A data broker (a company that collects and sells personal info) builds profiles from public records, purchase data and app data. Incogni's job is to file the legal requests that make those companies delete your profile.

The main facts, from Incogni's pricing page and homepage:

• Automated removals go to the data brokers and people-search sites on Incogni's list.
• Requests are sent again on a recurring cycle, so a broker that re-adds you gets another request.
• Incogni says Deloitte independently assessed its removal practices and verified its headline numbers, including 245 million+ removal requests.
• There's a 30-day money-back guarantee.

How much Incogni costs

Incogni has 4 plans (as of October 2026). The headline prices assume you pay for a full year up front; month-to-month billing on Standard roughly doubles the price.

Table: Incogni plans, from incogni.com/pricing, checked October 23, 2026.

Two details matter more than the sticker price. Standard monthly billing is listed at $15.98/month in the FAQ on Incogni's pricing page, so the cheap price only applies if you commit for a year. And the homepage often runs a first-year discount (55% off annual plans in October 2026), so check which price you're actually being quoted.

Does Incogni actually remove your data?

Yes, for the brokers on its list. Incogni says Deloitte verified removals from the brokers it covers. That's the company's own framing of an outside check, not an independent head-to-head test.

Speed is where expectations go wrong. Incogni's pricing page says some brokers comply within hours, others take weeks, and some requests take over 30 days. The legal clock explains the slow ones: under California's rules, brokers get 45 days to act on a deletion request. So if you sign up on day 1, the 30-day refund window will likely close before you can see what got removed.

Some brokers keep private databases that can't be searched from outside, so Incogni sends them requests without first confirming you're listed. That's a reasonable approach (you can't check what you can't see), but for those brokers you're trusting that the request worked. Incogni says your dashboard shows the expected removal time for each broker.

What Incogni doesn't do

Incogni does one job. Going by the plan features on its pricing page, these are the gaps:

• None of the 4 plans lists credit monitoring or identity theft insurance.
• None lists breach or dark web alerts either.
• Sites outside its broker list (a forum post, an old news page, a small local people-search site) need the Unlimited plan, where you point Incogni's privacy specialists at them as custom removals.
• Google results are a separate job. Once a broker deletes your profile, Google can keep showing the old page for a while (here's how to remove search results about you from Google).
• Stop paying and the recurring requests stop. Brokers rebuild profiles from new data, so listings tend to come back over the following months.

None of this makes Incogni bad. It makes it a broker-removal tool, not a full privacy service.

Incogni vs Serus

Full disclosure again: this is our product. Here's how the two compare on the things buyers ask about.

Table: Incogni vs Serus. Incogni facts from incogni.com, Serus facts from serus.ai, both checked October 23, 2026.

The real difference is the starting point. Incogni starts from its list of brokers. Serus starts from you: Footprint discovery looks for the brokers and people-search sites that operate where you live, removes what it finds, and keeps checking. That matters more if you're outside the US, or if the listing that worries you sits on a site no big list covers. You can see how that works on the Serus Protection page.

Where Incogni is ahead: it says it has completed 245 million+ removal requests, and it has an outside assessment from Deloitte. Serus launched in March 2026, and its SOC 2 and ISO 27001 certifications are still in progress.

Should you buy Incogni?

Buy it if you're in the US, your problem is people-search listings and spam, and you're happy to pay for a year and forget about it. The Standard plan does that job at a fair price.

Skip it, or pick something broader, if any of these sound like you:

• You want to know where you're exposed before you pay.
• You've been in a breach and want alerts when your email or passwords show up (see what happens if your email is on the dark web).
• You only need a handful of sites gone. Doing it yourself is free; our guide to removing yourself from data broker sites walks through the big ones.

If you live in California, use the state's free DROP platform whatever you buy. Since August 1, 2026, registered data brokers have to check it at least every 45 days and delete matching records. It only covers brokers on the state registry, so a paid service still has work to do, but it costs nothing.

If you'd rather see your own exposure before deciding, run a free Serus scan. It shows where your data turns up, and you can remove it yourself or let Serus do it.