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 opens in a new tab 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. 

Incogni helps reduce your online exposure by requesting the removal of your personal information from more than 420 data brokers and people search sites. It also scans the wider web to surface additional exposures and lets you submit unlimited custom removal requests for general websites. Incogni continues monitoring for new exposures over time.

Instead of spending hundreds of hours researching websites, completing different opt-out forms, tracking requests, and repeating the process whenever your information reappears, you authorize Incogni to manage everything for you.

The service is designed to help stop websites from exposing your personal information, making it harder for scammers, identity thieves, stalkers, and other bad actors to access your personal details. By reducing your online exposure, Incogni helps you take back control of your privacy while saving hundreds of hours of manual work.

Unlike many competitors, every paid Incogni plan includes the same automated removal coverage across more than 420 data brokers and people search sites. Unlimited plans build on that with the Exposure Scanner, which scans the wider web for additional exposures, and unlimited custom removals that let Incogni’s privacy team request removals from general websites.

Incogni also provides a personal dashboard where users can see where their information has been found, track removal requests, monitor progress, and view completed removals. The dashboard also includes a Privacy Score that combines exposures, risks, and completed actions into a single score, making it easier to measure and track your privacy over time.

Another distinguishing feature is transparency. Incogni became the first automated personal data removal service whose privacy and process claims were independently audited by Deloitte, giving users greater confidence in the service’s reported coverage and removal activity. 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 opens in a new tab is a U.S.-based data removal service founded in 2020. Like Incogni, it helps users reduce their online exposure by requesting the removal of personal information from data brokers and people search sites. Unlike Incogni, however, it doesn’t include wider web exposure scanning and custom removals for general websites.

One of Optery’s biggest strengths is its detailed reporting. Users can create a free account and run an exposure scan before subscribing to see where their personal information appears online. Depending on the selected plan, Optery either provides step-by-step DIY removal instructions or automates removal requests on the user’s behalf.

Its higher-tier subscriptions expand website coverage, provide more detailed exposure reports, and add extra removal features. These features make Optery a good fit for users who want greater visibility into exactly where their information appears and how removals are progressing.

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. The table below provides 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 July 31, 2026. 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

The number of supported websites is often one of the first things people compare, but it doesn’t tell the whole story. It’s equally important to understand what kinds of websites are covered, how removals are handled, and whether the service continues protecting you as your information reappears online. When it comes to data broker coverage, both Optery and Incogni do a solid job, but some differences exist. The table below provides a summary of these differences.

The information provided in the table above was last verified on the data removal service providers’ official websites on July 31, 2026, and is subject to change.

Incogni offers wide website coverage. It automatically removes personal information from more than 420 data brokers and people search sites, providing 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 strong level of protection, especially if your data is spread across different industries.

With the Unlimited plan, users can extend this coverage with unlimited custom removal requests for supported general websites. Incogni has already helped remove personal information from more than 3,000 unique domains through this feature. As a result, users aren't limited to automated removals from data brokers and people search sites — they can also request removals from many other websites that expose personal information.

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.

The better choice depends on whether you prefer broader website coverage with ongoing monitoring (Incogni) or a stronger focus on people search sites and detailed exposure reporting (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 Australia, Canada (excluding Quebec), New Zealand, South Africa, and the United States. While it’s a strong choice if you live in one of those countries, its availability is still more limited than Incogni’s. People outside Optery’s supported markets can reserve an account and be notified if the service expands to their country. But at the moment, for users in Europe, the UK, and many other supported regions, Incogni is the only real option.

Data removal process

Incogni and Optery use a similar approach on their paid plans — they scan data brokers and people search sites for your personal information, request its removal on your behalf, and perform recurring follow-ups to help keep it from reappearing. This automated process minimizes manual effort while helping reduce your online exposure over time.

Incogni’s process is mostly hands-off. After you sign up and provide authorization, it automatically requests the removal of your personal information from supported data brokers and people search sites on your behalf. 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 its wider web coverage. With the Unlimited plan, the Exposure Scanner scans beyond data brokers to identify additional exposures across the web, and users can submit an unlimited number of custom removal requests for supported general websites, such as blogs and business directories. Incogni has already helped remove personal information from more than 3,000 unique domains through this feature, and the list 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 950+ unique domains. Access to these custom removals also comes after a waiting period of 30 days.

One advantage Optery has is transparency before purchase. Its Free Basic plan shows users where their personal information appears online and provides step-by-step instructions for removing it manually. Incogni doesn’t offer a comparable free plan because automated scans and removals begin after subscribing.

That said, Incogni offers a free digital footprint assessment that helps users understand whether their personal information is exposed on people search sites. While it doesn’t initiate removals or replace a paid plan, it provides a useful snapshot of your online exposure before you subscribe.

Overall, both services automate personal data removal effectively, but Incogni’s broader custom removals and wider website coverage make it a stronger choice for users looking to reduce their online exposure beyond traditional data brokers and people search 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 a reporting experience designed to keep users informed without requiring much involvement. Users can track the status of every removal request through their dashboard, which provides real-time progress updates and details about each website where their personal information has been found. The dashboard also highlights requests that require additional action or follow-up. 

Unlimited plan users also receive a monthly Privacy Score that summarizes their overall privacy based on current exposures, completed removals, and other risk factors, along with a breakdown of exposures and recommended next steps. Email summaries, sent every 30 days, help users stay informed without overwhelming them with unnecessary 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 Removal Reports with detailed summaries of what’s been removed.

Overall, Optery is a better fit for users who want highly detailed reports and visual insight into the removal process. Incogni offers a more flexible experience that adapts to different privacy needs: the Standard plan suits users who prefer a set-and-forget approach, the Unlimited plan is designed for users who want greater control through wider web exposure scanning and custom removals.

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

For many people, price is the deciding factor when choosing a data removal service. However, it’s equally important to consider what each plan includes, how much of the removal process is automated, and whether the service continues protecting your personal information over time. Incogni and Optery both offer tiered pricing, but they differ in how they structure their plans and which features are included. The table below compares 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 July 31, 2026, and is subject to change.

*Represents the number of unique domains where Incogni has 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, some of its most useful features, such as custom removals and detailed removal reports, are only available on the Ultimate plan. These features can quickly push the total cost up if you’re looking for full protection.

Incogni takes a simpler approach with three personal plans — Standard, Unlimited, and Protect (available in the US), plus family options. Standard and Unlimited both include automated removals from more than 420 data brokers and people search sites. Unlimited builds on that with wider web exposure scanning, unlimited custom removals for supported general websites, and a monthly Privacy Score that helps users track their overall privacy over time. Protect includes all Unlimited features and adds identity theft monitoring, alerts, and recovery support. Rather than locking core protection behind multiple subscription tiers, Incogni keeps its plans focused on different levels of privacy protection and control.

Overall, Incogni offers a simpler pricing structure and includes automated removals across all paid plans. Optery’s lower entry price may appeal to budget-conscious users, but accessing its full feature set requires upgrading to its highest-tier plan. The better value ultimately depends on whether you prioritize the lowest upfront cost or broader protection with fewer plan decisions.

Incogni vs. Optery: User experience and customer support

A personal data removal service should be easy to use and provide reliable support when you need it. While both Incogni and Optery offer intuitive interfaces and customer support, they take slightly different approaches to the user experience.

User experience

Both Optery and Incogni provide smooth, well-designed interfaces, but they feel a little different in practice. Incogni has a clean, minimal dashboard that’s easy to navigate and gives users a clear overview of their removal progress without overwhelming them with information. Users who want more detail can also review monthly progress reports, while Unlimited plan users receive a Privacy Score with a breakdown of exposures, risks, and recommended next steps. 

Optery, on the other hand, presents more information upfront through detailed exposure reports and before-and-after screenshots. This approach may appeal to users who prefer a more detailed view of their personal information exposure, while Incogni strikes a balance between a streamlined dashboard and more comprehensive reporting when needed.

Customer support

Both services offer customer support through multiple channels, although the available options differ slightly. Incogni offers live chat, email support, a contact form, an extensive Help Center, and live phone support for Unlimited subscribers. In testing, its live chat responded almost instantly, making it easy to get quick help when needed.

Optery also offers email support and an online Help Center, with additional support options depending on the subscription plan. 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 July 31, 2026, and are subject to change.

Both Incogni and Optery are rated highly on Trustpilot, with Incogni holding a 4.3-star rating and Optery close behind at 4.1 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 can help reduce your online exposure, but they take different approaches. The right choice depends on how involved you want to be in the removal process and what kind of protection you’re looking for.

Choose Incogni if you want a privacy service that adapts to your needs. The Standard plan offers a set-and-forget experience with automated removals from more than 420 data brokers and people search sites. Unlimited adds wider web exposure scanning, unlimited custom removals for supported general websites, and a Privacy Score for users who want more control over their online privacy. Protect builds on Unlimited with identity theft monitoring, alerts, and recovery support for added peace of mind. Together, these plans help reduce your online exposure while saving you hundreds of hours of manual work.

Incogni is also the better choice if you need broader geographic availability. It’s available across the United States, Canada, the UK, the European Union, and several other countries, making it accessible to users in many more regions than Optery.

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.

And if you’re still on the fence and want another point of reference, it can help to see Incogni compared to Onerep.