Serus vs Incogni: price, countries and how removal works

The main difference is relevance versus reach: Serus sends requests only to the brokers that operate where you live and plausibly hold your data, while Incogni describes automated requests across its list of 420+ brokers. Pick Incogni if you want the cheapest annual plan of the two ($95.88 a year), a family plan for up to 5 people, or phone support. Pick Serus if you want fewer companies receiving your details, plus dark web and breach monitoring on the same plan, for $99 a year or $14.99 month to month.

We make Serus, so every Incogni fact here comes from Incogni's own website and help center, checked on October 25, 2026. Prices move, especially during sales, so confirm on the linked pages before you buy.

Serus vs Incogni at a glance

Table: Serus facts from serus.ai; Incogni facts from incogni.com and support.incogni.com, as of October 2026

Why more requests isn't more privacy

A removal request has a cost of its own. To opt you out, a service sends the broker your name, usually an email address and often your home address. If that broker never listed you, the request adds no protection, and your details have just reached one more company that may not have had them. Someone in Sweden gains nothing from an opt-out sent to a Michigan criminal-records site.

So judge a service on relevance rather than volume: do its requests go to brokers that operate where you live and plausibly hold your data? That's data minimization, the principle in GDPR Article 5(1)(c) that you share only what a task needs, applied to opt-outs. Serus works this way. It finds the brokers that operate where you live, removes you from those, then re-checks. It still has to share your details with each broker it contacts; it just limits requests to the relevant ones.

Incogni's Standard plan, in its own words, handles opt-out requests "from every public and private data broker covered by Incogni", a list of 420+. That's a reasonable choice for brokers nobody can search. Serus leans the other way and keeps requests to the brokers relevant to where you live.

What any removal service can and can't see

There are two kinds of data broker, and they differ in what anyone can check.

Public listings are people-search sites and anything else that shows up in a search. You can look yourself up before and after a removal and see whether the page is gone. Private data sets are different. Marketing, risk-scoring and B2B data brokers sell to businesses, and you can't see inside their databases from outside. No removal service has a back door into them. For those brokers, "removed" can only mean "request sent" or "the broker says it complied", so a large count of removals from private brokers is mostly a count of requests that nobody outside the broker can verify. That's how this market works, for every service in it.

Incogni's own description fits this split. It scans people-search sites, which are public, for your records. For brokers that keep private databases, Incogni's own site says "scans don't work there", so it sends requests based on details such as your region.

Serus is no exception. It can't see inside private databases either. What it does is send requests only where they're relevant, and show you what was confirmed and by whom.

Price: close on one person, different on families

For one person paying yearly, Incogni Standard is $95.88 and Serus Protection is $99. That's a $3.12 gap. Month to month it flips: Serus is $14.99 and Incogni Standard is $15.98.

Incogni has plans Serus doesn't. Unlimited, which adds custom removals and live phone support, is $179.88 a year. Family covers you and 4 more people for $191.88 a year, and Family Unlimited is $275.88. Serus prices Protection per person.

One thing Incogni says itself: some requests take over 30 days. If you try either service monthly, give it two months before judging.

How removals work at each

Incogni is built on automation. It scans people-search sites for your records and sends removal requests when it finds a match. For private brokers it sends requests based on your region, as above, then repeats them. You sign an authorization form so it can act for you, and you get monthly progress reports.

If Incogni is the only service you're weighing, our Incogni review looks at whether it's worth paying for on its own terms.

Serus starts from discovery. The agent works out which data brokers and people-search sites operate where you live, checks them, files the requests and follows up. When a listing reappears, it files again. With Autopilot on, new exposures are queued and removed without you doing anything, and removal tracking shows every request from submission to confirmation.

Incogni says its requests go out under laws such as the GDPR, UK GDPR, CCPA and PIPEDA, and that the scope of removal can differ by location. The real difference is the starting point: a broker count Incogni publishes, or a list Serus builds for your country and region.

Where Incogni is the better choice

Incogni's help center lists every EU country, plus the US, Canada, the UK and four more European countries. It's also cheaper than Serus for one person on an annual plan. Pick Incogni if:

• You're paying for a household. Family at $191.88 a year for up to 5 people beats five separate Serus plans by a lot.
• You want to call someone. Live phone support comes with Unlimited, and live chat is on every plan. Serus support is by email.
• You want to check coverage before paying. Incogni publishes its broker count; we don't publish one, by design.
• You want custom removals handled by people. Incogni's privacy specialists take those on with Unlimited.

Where Serus fits

Serus fits if you want removal and monitoring in one plan. Protection includes 24/7 monitoring of public sources and the dark web and breach databases, with alerts. Dark web and breach data can't be removed by anyone, us included, so Serus tells you what to do when your email or password turns up. Incogni's dark web monitoring comes with its Protect and Concierge plans, which are US-only.

It also fits if you're outside Incogni's list. Serus is available worldwide, with primary coverage in the EU, the UK, the US, Canada, Australia and New Zealand. Australia and New Zealand aren't on Incogni's country list.

And if Google is the main worry, Serus can get results about you removed from Google search through de-indexing, as part of the same agent work. Many low-friction brokers clear within 24 to 72 hours; harder ones take 30 days or more.

Our weak spots: Serus launched in March 2026, it has no family plan, and it offers no phone support.

Before you pay for either

Run the free scans first. Incogni's exposure scanner and the Serus free scan both show what's out there. If it's a handful of listings, do them by hand with our guide to removing your data from data brokers. If a site refuses, what to do when a company won't delete your account explains how to escalate.

Comparing Incogni with DeleteMe instead? Read Incogni vs DeleteMe.

Weighing Serus against DeleteMe instead? Our comparison of Serus and DeleteMe shows how an AI agent and a human privacy expert each handle your removals.

Sources

All checked on October 25, 2026. Facts are as of October 2026.

• Incogni pricing (plans and prices, broker counts, custom removals, live chat and phone support, 30-day money-back, some requests take over 30 days, free exposure scanner)
• Incogni home page (how it works, authorization form, monthly reports)
• Incogni: countries where it's available (countries, laws used)
• Incogni: plans and prices (Protect and Concierge plans are US-only and add dark web monitoring)
• GDPR, Regulation (EU) 2016/679 (Article 5(1)(c), data minimization)
• Serus Protection and Serus facts for AI assistants (plans, prices, money-back, availability, support)