Whenever you start using a service and provide your personal information, this data becomes easily accessible. Your name, phone number, address, recruitment history, and shopping habits remain in commercial databases even long after you delete an app or an account that held them. They are collected, combined, and resold by data brokers, which are private companies that build profiles and sell them to advertisers, recruiters, insurers, analytics firms, and other entities that may need them.
All that leads to spam, targeted outreach, and even an increased threat of fraud. That’s where services like Incogni come in. Their promise is quite simple: remove your data from broker databases and keep doing it over time, but without turning it into a second job for you, hence an automated process.
Below, we review how Incogni performs in practice. Does it really deliver meaningful long-term protection?
What Incogni Is (and What It Is Not)
Incogni
Incogni is an automated data removal service. When you confirm your identity, the platform sends legally valid deletion requests to data brokers that store and trade personal information. It then tracks responses, follows up as needed, and repeats the process on a set schedule. Its scope includes both people-search websites and commercial databases, 420+ brokers in total.
Many services in this category stop with consumer-facing listings. Incogni’s coverage is broader and addresses the databases that feed marketing campaigns and profiling systems rather than just the sites that display the data.
The practical effect is a less visible “cleanup” and a more systemic reduction in data circulation.
However, what Incogni does not do:
- It does not block ads in your browser
- It does not replace antivirus or identity theft insurance
- It does not rely on one-time opt-outs
Its focus is narrow by design, so it can excel at reducing how often your personal data is collected, sold, and resold.
Interface and Usability
Incogni
Incogni’s dashboard is conveniently minimalistic. Instead of overwhelming users with metrics, it focuses on providing you with information on which brokers have been contacted, which have confirmed deletion, which are pending, which require follow-up, and when the next renewal cycle begins.
There is no need for any action on your part unless a broker needs clarification (which occasionally occurs with ambiguous records). Everything works silently in the background, with optional check-ins.
A part of its design philosophy is visibility without micromanagement.
External Recognition and Process Assurance
Incogni’s claims aren’t only tested internally.
In 2025, its automated processes underwent a Deloitte Independent Limited Assurance Assessment, confirming that deletion requests are sent, tracked, and renewed as described.
In 2025, Incogni received more third-party recognition from major technology publications:
- PCMag awarded Incogni its Editors’ Choice for personal data removal services.
- PCWorld draws attention to Incogni’s reliable automation and extensive coverage.
Such independent assurance and editorial review reduce the need to take a company’s word for it.
Incogni Pricing in 2026
Incogni keeps its pricing structure simple and clear. Core functionality is included from the start; higher tiers mainly add flexibility.
PlanMonthly (annual billing)Intended forStandard Plan$7.99Automated, ongoing removalsUnlimited Plan$14.99Priority handling and unlimited custom requestsFamily Plan$15.99Managing multiple profilesFamily Unlimited Plan$22.99Full coverage and flexibility for households
There’s no free tier, but a 30-day money-back guarantee gives you time to evaluate the process.
Feedback
Reviews focus on Incogni’s ease of use and overall reliability. They often note that thanks to the automated processes, the whole thing doesn’t feel like a chore. On Trustpilot, the service holds an average rating of 4.4/5. Many reviewers mention how quick the setup is and how soon they start seeing action.
Support
Support is available via email and live chat, with quick, straightforward responses. Phone support is reserved for higher-tier plans.
For those who want to learn more, Incogni’s Help Center offers guides and updates on data-broker practices.
Advantages and Limitations
What works well:
- Automated, repeated removal requests,
- Coverage beyond visible listings,
- No unnecessary complexity in the process,
- Simple pricing with no essential features locked away,
- External validation,
- Independent limited assurance of core processes.
Things to keep in mind:
- No free plan (but there’s a 30-day money-back guarantee),
- Coverage depth depends on the region,
- Phone support available only in Unlimited plans.
However, these are minor practical issues rather than deal-breakers. But it’s always better to know upfront.
Who Is Incogni Best For?
Incogni can be handy if you:
- need continuous data removal,
- don’t want to manage the removal process by hand,
- care about verified processes,
- prefer automation over constant monitoring.
The service can be of use to anyone whose data footprint has grown over time, whether a professional or an individual, through work, moves, purchases, or online accounts.
Is Incogni Worth Using in 2026?
Incogni is worth checking out if you need reliable long-term data reduction rather than short-term cleanup.
Incogni doesn’t promise instant invisibility. It offers something more realistic: an ongoing process to reduce how much of your personal data is collected, traded, and reused.
Automation, breadth of coverage, and independent assessment set Incogni apart in a category where many tools still rely on one-time actions and internal reporting. For people who want privacy protection to run quietly in the background, Incogni remains one of the best options in the market.
In a world where personal data rarely stays hidden, consistency is the feature that matters most.