In 2026, protecting your personal data online is no longer just about avoiding scams. Now, the real issue is limiting how companies that profit from data trading collect, reuse, and share information.
Incogni and Aura are often mentioned together, but they hardly solve the same problem in the same way. Incogni is almost fully automated. It operates quietly and requires minimal participation. Aura is designed to warn you whenever something is wrong and to help you recover.
The comparison below looks at how each service fits into everyday privacy management and which you should choose based on your goals.
Incogni vs Aura at a Glance
What?IncogniAuraCore purposeOngoing data broker removalIdentity protection & monitoringRemoval methodFully automated, recurringPartial, user-approvedBroker focusListing sites + commercial databasesMainly listing-style databasesExtra toolsNone (by design)VPN, antivirus, credit monitoringExternal reviewDeloitte assessment; major tech reviewsNoneStarting price (annualized)$7.99/month (30-day money-back guarantee included)14-day free trial, plans starting at $12.00/month
What Problem Is Each Service Trying to Solve and How?
Incogni: Fewer Places Your Data Can Travel
Incogni
Incogni has a single crucial goal: reduce the number of data-collecting companies that access your personal data.
After a one-time setup and verification, the system automatically initiates deletion requests to hundreds of data-broker companies. Why can’t you do it alone? Well, you can, but it would be a full-time job.
Some of these companies publish the information openly, making it easy to find in search results. However, others operate entirely in the shadows, supplying data for marketing, screening, or analytics. And increasing the risk of identity theft.
The key here is repetition. Data-broker databases update constantly, so you need to keep track. That’s why Incogni resends requests on a schedule—to make sure removals don’t quietly expire.
This process has been assessed through a Deloitte Independent Limited Assurance, which confirmed that every step of the process works as documented. Incogni has also received editorial recognition from PCMag, which named it an Editors’ Choice for personal data removal, and from PCWorld, which praised its automation and coverage.
Aura: Detecting and Responding to Exposure
Aura
Aura starts from an entirely different place. It knows that exposure will happen, and the question is when. This way, you can be prepared.
Aura comes with a bundle of privacy features—identity monitoring, credit alerts, antivirus software, VPN access, and password tools. Data broker removal requests can be issued, but they are only part of a larger process. This means they are not automatically reissued when needed. Also, it requires more user participation.
Aura’s strength is visibility. Whenever something changes (e.g., a new credit inquiry, a suspicious account, a breach), you’ll be notified instantly and guided through the following steps.
User Experience
When it comes to user experience, it’s best to peek into what people are actually saying.
On Trustpilot, Incogni holds a 4.4 out of 5 rating based on over 2,000 reviews. To sum up, users praise the ease of setup and use, and that it simply runs quietly in the background. Reviews often mention fewer spam messages over time and fewer alerts or inquiries.
Aura is rated 4.2 out of 5 on Trustpilot, based on more than 900 reviews. Many users feel reassured by the alerts and the quality of customer support, especially in cases involving identity or account issues. Some reviews note that Aura requires more user interaction, which can be useful if you want frequent updates.
In short, reviews suggest that Incogni suits people who prefer a low-maintenance experience, while Aura appeals to those who want regular notifications and hands-on involvement.
Pricing in Context
Incogni’s plans start at $7.99/month (annualized), and even the cheapest one includes the same automated removal system and vast broker coverage. More expensive options offer convenience features, such as priority handling and family access. There’s no free trial, but Incogni provides a 30-day money-back guarantee so that you can test the service at your own pace.
Aura’s prices start at $12.00/month (annualized; $15.00/month if paid monthly) or $10.00 for the Kids Plan. The more you pay, the more features you access beyond data removal. It may be a good value if you don’t already use separate services for those functions. Aura also offers a 14-day free trial so you can check if the service suits your needs.
What to Expect?
Instead of constantly comparing features, it may be more helpful to examine what you can expect from each provider. It’s easier to make a decision when you can predict the outcome.
- With Incogni, data removal is ongoing. It doesn’t matter if you check in or not. The system will keep sending requests as the databases refresh (and they often do).
- With Aura, protection depends more on alerts and user response. You’re informed when risk appears and decide how to proceed.
Both approaches can help you protect your online privacy, but they are useful in different ways.
Final Question: Which Is the Better Choice in 2026?
Aura is a good fit if you want regular alerts and don’t mind staying involved in managing your privacy and security. It keeps you informed and helps you respond when something changes.
Incogni is better suited to people who want fewer decisions and less ongoing effort. Automatically handling data removals and repeating them over time reduces exposure without requiring your attention.
If you’re looking for a long-term, low-maintenance way to limit how widely your personal data circulates, Incogni is the more practical choice.