🕵️‍♂️ What Is Incogni?

Incogni is built by the team behind Surfshark (the VPN). It’s a no-frills data removal service designed to help you disappear from data broker lists with minimal effort.

You authorize them once, and they begin sending removal requests to brokers on your behalf. It’s mostly automated, which is both its biggest strength—and one of its weaknesses.

👍 Pros:

• Affordable (around $99/year)

• Very beginner-friendly

• Sends automated requests to ~210 verified brokers

• Quarterly updates on progress

👎 Cons:

• No support for Google takedowns

• No custom removal requests unless you’re on a top-tier “Ironwall” plan

• No reputation repair or public content deletion

• Primarily focused on U.S. brokers

• Lacks support for families or multi-user plans

✅ Best for: People who want a simple, hands-off tool for broker removals—nothing more, nothing less.

🧰 What Is Aura?

Aura is more than just a data removal service. It’s positioned as a full digital security platform, bundling services like identity theft monitoring, antivirus software, VPN, password management, and yes—personal data broker removal.

If you want a one-stop-shop for digital protection, Aura has that appeal. But if you’re focused specifically on removing your data, you might be surprised by what’s missing.

👍 Pros:

• Covers a lot of ground: VPN, antivirus, password vault, ID monitoring

• Includes broker removal for ~20–40 sites (depending on source)

• Family plans available

• Offers dark web and credit monitoring

👎 Cons:

• Data removal is a small piece of a much larger product

• Broker list is limited, and often not disclosed in full

• No Google search removal or custom content takedowns

• Feels more like a security suite than a privacy service

• You’re paying for features you may not want or use

✅ Best for: Users looking for an all-in-one identity protection package—not just focused on data removals.

🥇 Why DeleteMyInfo Still Wins for Pure Privacy

If your top priority is getting your personal data removed from everywhere it doesn’t belong, and you’re not interested in bundling antivirus or a VPN, DeleteMyInfo is a better fit.

It’s built for one thing: full-service, no-limits privacy protection. And it does it right.

🥇 Why DeleteMyInfo Still Wins for Pure Privacy

If your top priority is getting your personal data removed from everywhere it shouldn’t be—data brokers, Google search, sketchy blogs, and even the dark web—DeleteMyInfo is hands-down the most complete solution.

It’s designed from the ground up to protect your digital identity, not upsell you features or confuse you with bundles.

What DeleteMyInfo Offers That Others Don’t:

• ✅ Unlimited data broker removals

• ✅ Google search takedowns included

• ✅ Unlimited custom takedown requests

• ✅ Reputation repair for negative press or blog mentions

• ✅ Dark web monitoring included

• ✅ NDNCR opt-outs

• ✅ Support for 1–10 people per plan

• ✅ Human + automated hybrid support

• ✅ Transparent flat-fee pricing (no surprise upgrades)

“They found my phone number on a dark web paste site—and got it flagged for takedown before it spread further.”

📊 Updated Side-by-Side Comparison

✅ Final Verdict

• Incogni is ideal if you want an affordable, lightweight broker removal tool—and don’t mind its limitations.

• Aura works if you want a one-size-fits-all bundle for cybersecurity—but you’ll get shallow data removal coverage.

• DeleteMyInfo delivers the most well-rounded privacy protection in the market—including dark web monitoring, reputation repair, broker removals, Google takedowns, and custom requests—all in one clear plan.

When your identity is scattered across the surface web, search engines, and the dark web—you need more than automation. You need a partner that covers everything.

And that’s exactly what DeleteMyInfo delivers.