Incogni vs. Optery: Which data removal service is better for you?

Disclaimer: The trademarks shown are for illustrative purposes only. NordVPN and Incogni are developed by related entities, both part of the same corporate group.

What is Incogni?

Incogni is a personal data removal service developed in 2021 by the team behind Surfshark. It was created in response to growing concerns around online privacy, identity theft, and the unregulated trade of personal details. 

Offered as a fully automated service, Incogni helps individuals regain control over their personal information by handling the entire data removal process from data broker sites on their behalf. This process includes sending opt-out requests, managing follow-ups, and performing recurring re-scans using legal frameworks such as the GDPR and CCPA.

Incogni positions itself as a simple, reliable tool for those who want effective data removal without having to manage the process themselves. Its core features include fully automated removals, continuous re-scans, coverage of both public and private data broker databases, unlimited custom removals (as part of the Unlimited plan), family plans, and a 30‑day money‑back guarantee. Custom removals allow users to submit links leading to data brokers and other websites exposing their personal data, such as pages appearing in Google search results. 

What makes Incogni stand out is its strong foundation in cybersecurity. Backed by Surfshark’s expertise, Incogni approaches privacy with a strong focus on responsible data handling and user advocacy. Its credibility is validated by independent third-party assurance from Deloitte, which verified key claims, including coverage of 420+ data brokers and more than 245 million successful data removal requests.

In addition, Incogni holds an A+ rating from the Better Business Bureau (BBB) and has earned Editors’ Choice awards from both PCMag and PCWorld, confirming its reliability and overall value.

What is Optery?

Optery is a U.S.-based data removal service founded in 2020. Its goal is to create a system where consumers and data brokers can engage in a manner that honors consumers’ preferences and legal rights. 

The platform stands out because it offers a unique approach. The platform starts by showing users where their personal information is being shared or sold. Then the user can choose which data broker profiles to opt out of and whether to handle the removals manually or automate the process with higher-tier plans.

Optery is a user-focused privacy service that doesn't simply operate in the background but invites users to better understand and manage their digital footprint.

Optery's core features include a free exposure scan, manual and automated opt-out request options, custom scans, and ongoing monthly scans.

Incogni vs. Optery: An overall comparison

Choosing the right personal data removal tool can be challenging, especially with strong contenders like Incogni and Optery. Both platforms aim to help users protect their personal information from data broker sites, but they do so with distinct approaches, strengths, and pricing structures. Here’s an overall comparison of the two at a first glance.

The information on data removal service features presented in this comparison was last verified on the data removal service providers’ official websites on December 16, 2025. The Trustpilot ratings were also checked on their respective pages on the same date. This information is subject to change.

*Total unique domains reachable through automated and custom removals. The figure shows the number of unique domains where both services have successfully removed data. This number grows as new removals are completed.

At first glance, Optery wins on entry-level affordability, offering a very low monthly price and a range of personal and business plans that give users flexibility. It also gives you detailed reports, with screenshots and updates, which can be useful if you like knowing exactly what information is being removed.

On the other hand, Incogni appears to offer a more well-rounded package overall. While Optery has a lower starting price, Incogni balances its higher cost with broader country support, more types of data brokers covered, and a fully automated removal process, which is a big advantage for those who want to minimize effort, especially if they’re just getting started. 

Data broker coverage

One of the most important factors when choosing a data removal service is how many and what types of data brokers it covers. When it comes to data broker coverage, both Optery and Incogni do a solid job, but some differences exist. Here’s how they compare.

The information provided in the table above was last verified on the data removal service providers’ official websites on December 16, 2025, and is subject to change.

Incogni casts a wide net. It automatically covers over 420 data brokers through automated removals — a solid range that ensures broad baseline protection. What makes its coverage stand out is the variety of broker types it targets. Beyond the usual people search and marketing sites, Incogni targets risk mitigation firms, recruiting databases, and financial data brokers. This coverage gives you a broad level of protection, especially if your data is spread across different industries.

With the Unlimited plan, users can extend this coverage further by submitting custom removal requests from over 2,420 unique domains. This function allows users to request removals from many additional websites that expose personal data, including certain non-broker sites that appear in search results.

Optery, by comparison, covers fewer broker types but gives you access to a large public directory of over 645 brokers. Its Ultimate plan also covers custom removal requests, which can bring the number up to 1,360+. Most of these brokers are people search and marketing sites, which are often the most visible sources of personal details. So if you’re mainly worried about your name, address, or phone number showing up in public search results, Optery is strong in that area.

Ultimately, the better choice depends on whether you prioritize broader industry coverage (Incogni) or a more targeted focus on publicly searchable data (Optery).

Geographic availability

In terms of availability, Incogni clearly has the edge. It supports users in 34 countries, including the United States, Canada, the United Kingdom, all EU member states, and several others, such as Switzerland, Iceland, and Norway.

Optery, by contrast, is currently limited to residents of the United States and Canada (apart from Quebec). While it's a strong choice if you live in those two countries, it's simply not an option for anyone outside North America at this time. However, Optery allows people from other countries to sign up and reserve an account, so they’ll be notified if the service expands to their region. But at the moment, if you’re in Europe, Incogni is the only real option.

Data removal process

Incogni and Optery use a similar approach on paid plans — they scan data broker sites for your personal information, send opt-out requests on your behalf, and perform recurring follow-ups to keep your information from reappearing. This automated process minimizes manual effort and provides ongoing protection.

Incogni’s process is mostly hands-off. After you sign up and give consent, it automatically contacts data brokers and manages removals for you. Progress is easy to track through a clean dashboard that shows which removals are complete and which are still in progress.

Where Incogni clearly pulls ahead is custom removals. On the Unlimited plan, users can submit an unlimited number of custom removal requests, not just for data brokers but also for general websites that expose personal information, such as forums, blogs, and business directories. As of 2025, Incogni has successfully removed data from 2,000+ unique domains through custom removals, and this number continues to grow.

Optery also offers unlimited custom removals on premium plans, but with more limitations. Custom removals apply only to data brokers, not general websites, and Optery reports removals from around 715 unique domains. Access to these custom removals also comes after a waiting period.

One advantage Optery has is transparency before purchase. Its Free Basic plan shows users where their data appears online and provides step-by-step instructions for removing it manually. Incogni doesn’t offer a free plan in the same sense, since automated scans and removals begin only after users subscribe.

That said, Incogni does provide added value upfront through its free digital footprint checker, which is available to everyone without an account. This tool lets users run a basic exposure scan by entering their name, location, and address to see whether their personal data appears on people search sites. While it doesn’t initiate removals or replace a paid plan, it helps users understand the level of their exposure before committing.

Overall, both services automate data removal effectively, but Incogni’s broader custom removal scope gives it an edge for users looking to remove their data from beyond just traditional data broker sites.

Reporting

Incogni and Optery take very different approaches in how they report on your data removal progress and how much information they expect you to manage.

Incogni provides an easy-to-use yet detailed reporting experience. Users receive an automated privacy report directly on their dashboard, where they can track the status of every data removal request in real time. The report includes details about the data broker and the severity of the personal data collected. Incogni also flags any requests that may need to be repeated. Email summaries, sent every 30 days, help keep you in the loop without overwhelming you with too much detail.

In comparison, Optery provides more in-depth reporting, especially for users on paid plans. You get an Initial Exposure Report that shows where your personal data was found across data broker sites, with screenshots and direct links. Users on higher-tier plans also receive quarterly Removals Reports with detailed summaries of what’s been removed.

Ultimately, Incogni is better for users who want clear updates with minimal effort, while Optery suits those who prefer a more detailed, hands-on view of their data exposure.

Incogni vs. Optery: Pricing, plans, and value for money

For many people, price is the deciding factor when choosing a data removal service. While features and coverage matter, the real question often comes down to what you get for the amount you’re paying. Incogni and Optery both offer tiered pricing plans, but they differ in how features are unlocked and whether you're expected to pay more for full coverage. The table below breaks down their pricing and what's included at each level.

The information provided on this table was last verified on the data removal service providers’ official websites on December 16, 2025, and is subject to change.

*Represents the number of unique domains where Incogni has successfully completed data removals through custom requests. The figure reflects past removals and may increase over time.

Optery offers a lower entry price with its Core plan, which might be appealing if you're on a tight budget or just testing the waters. However, its most useful features, like custom removal requests and outdated content takedown, are only available in the Ultimate plan, which comes in at US$249 per year. These features can quickly push the total cost up if you're looking for full protection.

Incogni, by contrast, has only two plans (Standard and Unlimited), both with clear, upfront inclusions. While its starting price is higher, it offers no mid‑tier plans or hidden add‑ons to unlock essential features. The Unlimited plan is actually cheaper than Optery’s Ultimate plan, if billed annually at US$179.88, and includes all tools, including custom removals, from day one. You can also choose the Family Unlimited option to cover up to five people under one account.

Overall, Incogni offers better value if you're looking for a full-featured service without the guesswork of what’s included. Optery may look cheaper initially, but getting access to its full toolset can cost more in the long run.

Incogni vs. Optery: User experience and customer support

The experience of using a service, and how quickly you can get help when needed, can make a big difference. After all, you don’t want to be stuck figuring the issue out on your own or waiting days for answers when something goes wrong. Here’s how Optery and Incogni compare in terms of user experience and customer support.

User experience

Both Optery and Incogni provide smooth, well-designed interfaces, but they feel a little different in practice. Incogni has a very clean, minimal dashboard that’s easy to navigate and doesn’t overwhelm you with information. It focuses on giving you just what you need to follow your removal progress. Optery, on the other hand, offers a more detailed layout with visual exposure reports and more data up front. It can feel more informative, especially if you like digging into the details, but also a bit busier compared to Incogni’s more stripped-back design.

Customer support

Both services offer 24/7 customer support, but the experience can vary. Incogni provides live chat, email, a web form, plus a helpful FAQ and phone support for Unlimited plan users. In testing, its live chat responded almost instantly, making it easy to get quick help when needed.

Optery also supports users via chat and email and has an in-depth help center. However, response times can vary, and depending on the nature of the request, replies may take 1–3 days. In testing, a customer support representative provided a reply about five minutes later.

Incogni vs. Optery: User reviews

Looking at user reviews is a helpful way to understand what it’s really like to use a service. While one person’s experience can be unique, patterns in feedback can reveal strengths, weak spots, and overall satisfaction. Ratings and reviews can also highlight what matters most to real users. Below is a comparison of how Incogni and Optery are rated and what people are saying about them.

These highlights and criticisms are summarized from publicly available feedback on Trustpilot and do not represent the opinion of any single individual. The Trustpilot ratings were checked on the data removal service providers’ respective Trustpilot pages on December 16, 2025, and are subject to change.

Both Incogni and Optery are rated highly on Trustpilot, with Optery holding a 4.5-star rating and Incogni close behind at 4.4 stars. While the scores are nearly the same, Incogni has been reviewed by many users, giving its rating more weight and consistency. This rating suggests that Incogni has a broader user base and a more established track record, even if individual experiences with both services are largely positive.

Based on our review of public feedback, users praise Incogni for its fast setup, ease of use, and reliable automation. Many report a noticeable drop in spam emails and robocalls shortly after using the service, and they appreciate the clear progress tracking. Optery also gets positive feedback, especially for its ability to show users where their data was found before paying. People also highlight the support team’s helpfulness and the tool’s strong performance in removing data from people search sites.

From our perspective, common criticisms are fairly mild but worth noting. Incogni users sometimes wish for a free trial and faster results, and a few report confusion about what data was actually removed. Optery users mention delays in removals, occasional dashboard glitches, and limited features unless they’re on a higher-tier plan.

How to choose between Incogni and Optery

Both Incogni and Optery are solid options, but they’re designed with different priorities in mind. Choosing between the two eventually comes down to how much coverage you want and how hands-on you prefer to be.

Choose Incogni if you want broad default coverage and the ability to remove your data from more places through custom removals. Incogni automatically removes data from 420+ brokers across multiple categories, including financial, recruitment, and risk-mitigation databases, not just people search and marketing sites. With the Unlimited plan, you can also submit custom removal requests for many additional websites that expose personal data, giving you wider protection beyond traditional data brokers.

Incogni is also the better option if you need international coverage. Unlike Optery, it’s available outside the U.S. and Canada, supporting users across more than 30 countries under a single plan.

Go with Optery if you're on a tight budget or want to see exactly where your data appears before deciding to pay. Its Free Basic plan gives you visibility into your exposure and lets you manually remove your data using step-by-step guides. However, if you want the actual removal process handled for you and access to features like custom removals, you’ll need to upgrade to a paid plan.