Your personal data is everywhere online – from marketing lists and credit bureaus to background-check sites and social platforms – fueling spam, scams, and identity theft as brokers collect and sell it without consent. Every new account or online purchase adds to your digital profile, making manual opt-outs exhausting and ineffective.
It’s only natural to seek a reliable privacy service. Incogni and Aura are top contenders with different strengths: Incogni automates recurring removal from 420+ public and private brokers for hands-off protection, while Aura bundles it with VPN, antivirus, credit monitoring, and family tools.
We compare them head-to-head on approaches, pricing, coverage, transparency, support, and more. Keep reading to find your best fit.
Quick verdict: Incogni wins for most users with automated, Deloitte-verified removals at only $7.19/month on an annual plan – perfect for focused data scrubbing. Aura suits families looking for an all-in-one protection solution (from $12.00/month), but its narrower, partly manual coverage falls short with brokers.
A quick overview: Incogni vs. Aura
| Category | Incogni | Aura |
| Monthly price | From $7.19/month on an annual plan | From $12.00/month, billed annually |
| Core focus | Automated data broker removals | All-in-one identity protection suite |
| Automation | Fully automated, recurring requests | Partly automated, some manual approval |
| Broker coverage | 420+ public and private brokers | 140+ data brokers, mainly public sites |
| Extra tools | Data exposure tracking | VPN, antivirus, credit monitoring, parental controls |
| Independent verification | Deloitte assurance report | None specified |
| Recurring removals | Every 60-90 days automatically | Limited ongoing maintenance |
| Best for | Set-and-forget data privacy | Families needing complete digital security |
Pricing and subscription plans
Both Incogni and Aura offer subscription-based plans, but Incogni focuses on simple, value-driven tiers for data removal while Aura’s pricing scales with its all-in-one security features. Annual billing provides the best rates for both, often reducing costs by 50% compared to monthly subscriptions.
Incogni plans at a glance
Incogni keeps it straightforward, with 4 subscription options that emphasize automated removals from 420+ brokers, plus extras like speed and family coverage on higher plans.
| Plan | Monthly price | Annual price per month | Key features |
| Standard | $15.98 | $7.19 ($86.29 for the first year, then $95.88 annually) | Automated removals, 420+ brokers |
| Unlimited | $29.98 | $13.49 ($161.89 for the first year, then $179.88 annually) | Custom removals from 2000+ sites |
| Family | $31.98 | $14.39 ($172.69 for the first year, then $191.88 annually) | Up to 5 users |
| Family Unlimited | $45.98 | $20.69 ($248.29 for the first year, then $275.88 annually) | Everything in the Family plan, plus custom removals |
Aura plans at a glance
Aura offers tiers based on the number of users and bundles its data removal service with VPN, antivirus, and credit monitoring, making it pricier for comprehensive protection. There is also a Kids plan, but it doesn’t include data removal and is mostly for parental control.
| Plan | Monthly price | Annual price per month | Key features |
| Individual | $15.00 | $12.00 ($144.00 billed yearly) | Data removal, VPN, antivirus, and credit monitoring, up to 10 devices |
| Couple | $29.00 | $22.00 ($264.00 billed yearly) | Coverage for two adults, up to 20 devices |
| Family | $50.00 | $32.00 ($384.00 billed yearly) | 5, unlimited kids, and unlimited devices included |
Note: Pricing verified December 2025 from official sites.
What can you get for free?
Neither service provides a free plan with actual data removals, prioritizing paid subscriptions for core functionality. Incogni offers a 30-day money-back guarantee to test the service risk-free, allowing full refunds if unsatisfied. Aura lacks a free tier or basic scan, requiring an upfront commitment to access any features, but it offers a 14-day free trial.
Winner: Incogni for lower entry pricing and better value on pure data removal without bundled extras.
Core approaches and features
Incogni removes your data from brokers, while Aura monitors digital threats; as such, their core methods differ fundamentally.
Incogni operates as a specialist data removal service, zeroing in on brokers that collect, store, and sell your personal information, like name, address, and phone number, to marketers, recruiters, and others.
After simple signup and identity verification, it fully automates opt-out requests to 420+ public and private brokers. Requests are automatically renewed every 60-90 days, preventing data from reappearing without any ongoing effort from you. This hands-off model eliminates the hassle of manual forms across dozens of sites. Incogni’s processes carry additional trust thanks to an independent Deloitte assurance report. This adds credibility and confirms the effectiveness and compliance of its removal operations.
A clear dashboard lets you monitor progress: which brokers were contacted, responses received, and deletions confirmed – all in real time. This visibility builds trust, letting you track exactly how your data exposure is shrinking over time without guesswork.
Aura, by contrast, positions itself as an all-in-one digital security suite rather than a pure data removal tool. While it includes broker opt-outs, coverage is narrower, targeting mainly public people-search sites rather than the extensive private databases Incogni handles. Removals here are partly automated but often require your manual approvals, adding steps and reducing convenience.
Aura compensates with a broad toolkit:
- Real-time credit monitoring for suspicious activity
- Identity theft insurance up to $5 million on the most expensive plan
- VPN for secure browsing,
- Antivirus protection
- Password managers
- Parental controls for families
Its strength lies in post-exposure monitoring – sending alerts for data breaches, unusual logins, or compromised credentials – so you can react quickly if your info leaks. Aura’s dashboard prioritizes these notifications over removal tracking, which lacks Deloitte-level verification and can feel overwhelming with alerts.
Overall, Incogni, as a standalone privacy service, stops data at the source with superior depth, while Aura guards your digital life comprehensively, but superficially on brokers. It’s also worth noting that you can get Incogni in a bundle with Surfshark’s One+ subscription plan. This not only brings the price to $3.99/month on a 2-year plan but also gives you access to Surfshark’s online security suite, which covers most of the features Aura offers.
Winner: Incogni excels in core data removal with high-level automation, coverage, and verified transparency, making it the clear choice for targeting brokers at the source.
Effectiveness and coverage
When it comes to real-world performance differences, Incogni scrubs broker databases proactively, and Aura reacts to threats.
Incogni demonstrates strong effectiveness through its broad coverage of over 420 public and private data brokers across the marketing, recruitment, finance, and risk assessment sectors. Unlike services limited to visible people-search sites, Incogni targets hidden databases that feed public listings, making automated, recurring requests every 60-90 days to ensure data stays removed as brokers refresh their listings. Real-world user dashboards confirm broker responses and deletions, backed by Deloitte’s independent assurance assessment – worth mentioning again, since it’s the only major service with such verification – which builds trust in its scrubbing power.
Aura’s coverage is 140+ sources, which is three times narrower than Incogni’s. It focuses primarily on public sites with partly manual opt-outs and no recurring automation. However, it excels at post-exposure monitoring, alerting users to breaches, credit changes, and suspicious activity through comprehensive scans. While effective for the reaction (e.g., $1M theft insurance on the Individual plan), it doesn’t prevent proactive data re-collection by private brokers.
Incogni has the edge in tangible data reduction over time, with transparent progress reports, while Aura’s strength lies in alerts but offers limited proof of broker removals.
Winner: Incogni for superior broker coverage, recurring effectiveness, and audited results that deliver lasting privacy.
Usability and customer support
Incogni streamlines setup for minimal effort, while Aura engages users actively – let’s take a closer look so you can see which usability style suits you best.
Incogni prioritizes simplicity with a quick, hands-off setup: verify your identity, sign an authorization form, and let automation handle opt-outs from 420+ brokers – no daily management required. The dashboard offers at-a-glance progress on removals without overwhelming notifications, perfect for set-it-and-forget-it users.
Incogni’s customer support channels include email and chat for all plans, ensuring responsive help when needed. However, note that access to phone support is available only on the Unlimited tiers.
Aura’s platform is more interactive, constantly monitoring credit, devices, and web activity to deliver real-time alerts on threats such as breaches or suspicious logins. These proactive notifications can inform, but they can lead to alert fatigue, since they also require user reviews and manual approvals for some removals.
On the other hand, Aura’s customer support shines with 24/7 phone, chat, and email across all plans, ideal for families needing immediate assistance.
While Incogni suits minimalists wanting quiet efficiency, Aura fits active users comfortable with ongoing engagement.
Winner: It’s a tie. Aura has the point for superior 24/7 multi-channel support, though Incogni’s effortless usability has the point for its pure data removal focus.
Strengths and weaknesses: Incogni vs. Aura
Both services have distinct strengths based on your privacy priorities – prevention through removal or comprehensive monitoring.
Choose Incogni if…
You want automated, recurring data removal from brokers without ongoing effort, prioritizing prevention over monitoring. Incogni is best suited for set-and-forget privacy protection, as the service focuses on scrubbing personal info from 420+ public and private databases at the source.
Pros:
- Fully automated with 60-90 day renewals
- Deloitte-verified
- Transparent dashboard
- Affordable starting price at $7.19/month on a yearly subscription
Cons:
- No free tier
- Limited extras beyond data removal
- Phone support is only available on higher plans
Choose Aura if…
You need an all-in-one security suite with family coverage, credit alerts, and reactive tools alongside basic removals. Aura works best for families seeking comprehensive digital safety, including VPN, antivirus, and 24/7 monitoring.
Pros:
- Bundled with VPN, antivirus, and credit monitoring tools
- Up to $5M identity theft insurance
- 24/7 phone, chat, and email support
- Strong for post-exposure alerts
Cons:
- Narrower broker coverage
- Only partly automated removals
- Higher cost (from $12.00/month) for extras you may not need
Winner: Incogni for superior focus on effective, automated data removal at a better value for most users.
Final verdict
Incogni and Aura both address digital privacy threats. However, Incogni pulls ahead in core data removal effectiveness, making it our top recommendation if you’re seeking a reliable, top-tier privacy service.
Choose Incogni if you prioritize automated, recurring opt-outs from 420+ public and private brokers at $7.19/month, backed by a Deloitte assurance report and a hands-off dashboard. Its focus on preventing exposure at the source delivers lasting results without manual effort or extras you don’t need. On the other hand, Aura will work best for families wanting bundled VPN, antivirus, credit monitoring, and 24/7 support. However, keep in mind that the plans that include data removal start at $12.00/month, though they are partly manual, with considerable broker coverage limits and proactive scrubbing.
As such, in 2025, Incogni remains the efficient, affordable specialist for targeted data privacy.
