Disclosure: VPN Vetted is reader-supported. Some links below are affiliate links (marked “sponsored”): if you buy through them we may earn a commission at no extra cost to you. Our comparison follows the official facts below, not commissions. DeleteMe and Optery appear as plain links (no affiliate with us). Incogni is part of the same company group as Surfshark and NordVPN (Nord Security).
Last updated October 16, 2026 · Prices and features checked October 16, 2026 on each provider’s official pages (USD).
Who should pick which
These are different product categories that both offer data removal. Incogni is a specialized removal service. Aura is an identity-protection suite that includes removal from 425+ sites on every plan. Picking between them is less about which brand “wins” and more about whether you need removal alone or a broader US-focused identity stack. For a wider ranking of removal services, see our best data removal service guide; for identity suites, see best identity theft protection.
Incogni vs Aura at a glance
| Incogni | Aura | |
|---|---|---|
| Product type | Data broker removal | Identity theft protection suite (includes removal) |
| Sites it says it covers | 420+ brokers; Unlimited adds custom removals from 3,000+ more sites | 425+ data brokers, people-search sites, junk-mailers, plus Google results |
| Countries / who can sign up | 34 countries (Incogni); GDPR, CCPA, PIPEDA cited on its comparison page | Aura states its features are for US customers |
| Family plan | Up to 5 members (Family / Family Unlimited) | Couple (2 adults); Family (5 adults, unlimited kids) |
| Extras | Progress reports; phone support on Unlimited; Protect bundle exists separately (US) | 3-bureau credit monitoring, antivirus, VPN, password manager, identity insurance, fraud remediation |
| Entry price (checked Oct 16, 2026) | Standard $7.99/mo billed yearly ($95.88) | Individual $12/mo billed annually ($15 monthly) |
| Trial / guarantee | 30-day money-back | 14-day free trial; 60-day money-back on annual plans |
Site counts are each company’s own claims. Sources linked below; checked October 16, 2026.
Data broker removal: coverage, custom requests, countries
Incogni says it covers 420+ public and private data brokers, removes multiple emails, addresses and phone numbers, and sends recurring requests. Unlimited plans add custom removals from 3,000+ additional sites plus live phone support (Incogni pricing). On its own comparison page, Incogni says it covers brokers across 34 countries and cites GDPR, CCPA and PIPEDA (Incogni vs Aura vs DeleteMe). Incogni also says Deloitte independently assessed its removal practices (420+ brokers, recurring protection, 245M+ requests) (Incogni home).
Aura includes data removal from 425+ data brokers, people-search sites and junk-mailers, plus Google search results, on every plan (Aura pricing). Aura’s own comparison page says it currently covers slightly more automated brokers than Incogni (425+ vs 420+) and that Aura rescans daily; treat that page as Aura marketing, and use it only for Aura’s claims about itself (Aura vs Incogni).
How to read the numbers. Broker counts are not independent scores. Incogni and Aura define “covered” differently, and neither claims to clear every broker on the internet. Aura notes that there are hundreds or thousands of brokers in the US alone and that no service removes everything (Aura vs Incogni). If you need custom takedowns of specific URLs, Incogni Unlimited documents that path; Aura documents Google-result removal and unused-account cleanup rather than a 3,000+ custom-removal pool.
Coverage by country. Incogni’s published comparison positions it as available across 34 countries. Aura states on its comparison page that its features, including data removal, are currently available to customers in the United States. DeleteMe’s pricing page also states US residents only. If you live outside the US, Incogni is the practical pick of this pair.
What Aura adds: identity monitoring, insurance, VPN, antivirus
Aura’s pitch is the bundle. Every plan includes identity theft protection, 3-bureau credit monitoring, an Experian credit lock, home and auto title monitoring, financial transaction alerts, antivirus, a VPN, a password manager, unused digital account cleanup, and US-based fraud remediation. Insurance figures on the pricing page: $1M per adult on Individual, $2M on Couple, $5M on Family (Aura pricing).
Incogni’s core plans are removal-only. Aura’s comparison page notes that Incogni also sells a “Protect” plan with limited dark web monitoring via Coveron (previously NordProtect); that bundle is separate from Standard/Unlimited removal pricing and is US-oriented (Aura vs Incogni). We didn’t re-verify Protect pricing on Incogni’s main pricing page today (the live pricing page showed Standard, Unlimited, Family and Family Unlimited).
If you already have credit freezes, a VPN and antivirus, paying Aura’s suite price only for removal is usually more expensive than Incogni Standard. If you want monitoring and remediation after a breach, Aura overlaps with what we cover in what to do after a data breach and our identity theft guide.
Price and family plans
Incogni (checked October 16, 2026, billed yearly unless noted): Standard $7.99/mo ($95.88/yr); Unlimited $14.99/mo ($179.88/yr); Family (up to 5) $15.99/mo ($191.88/yr); Family Unlimited $22.99/mo ($275.88/yr). Monthly Standard is $15.98/mo. 30-day money-back on all plans (pricing). The homepage also showed first-year promo rates lower than the pricing-page annual figures; use the pricing page for the rates we quote, and confirm any homepage promo at checkout.
Aura (checked October 16, 2026): Individual $12/mo billed annually or $15 monthly (1 adult, 10 devices); Couple $22/mo billed annually or $29 monthly (2 adults, 20 devices); Family $32/mo billed annually or $50 monthly (5 adults, unlimited kids). 14-day free trial; 60-day money-back on annual plans (pricing).
Family math. Incogni Family covers up to five members for removal only. Aura Family covers five adults and unlimited kids, with the full suite and $5M insurance on that tier. Per person, Incogni Family is cheaper if you only need opt-outs; Aura is priced for households that want monitoring and device security too.
Check Incogni’s price · Check Aura’s price
What about DeleteMe and Optery?
Two other removal services often appear in “Incogni vs Aura” searches. Neither is an identity suite, and we link them as plain (non-affiliate) links.
Optery sells Free Basic (exposure report with screenshots and self-service tools), Core from $3.25/mo billed yearly ($39) with automated removals from 375+ sites, Extended from $12.42/mo yearly (555+ sites, human privacy agent, before/after screenshots), and Ultimate from $20.70/mo yearly (630+ sites, unlimited custom removals). 30-day money-back (Optery pricing). Strong if you want screenshot proof and a free starting tier.
DeleteMe has run since 2011, assigns a personal privacy expert, sends quarterly privacy reports, and offers 1-, 2- and 4-person plans for US residents only. Prices did not display on the static pricing page when we checked today, so confirm at checkout. See DeleteMe
For a full ranked comparison of removal services, use our best data removal service article.
How we evaluated
We compared official pricing and product pages for Incogni, Aura, Optery and DeleteMe on October 16, 2026, plus each brand’s own comparison page for claims about its own product only. Criteria: (1) what the product actually is (removal-only vs suite), (2) published broker/site counts and custom-removal options, (3) country availability as stated by the companies, (4) family coverage, (5) extras such as credit monitoring and insurance, (6) price and refund terms. We haven’t run our own removal test for this guide. Broker counts are company claims, not independent audits. Brand comparison pages are biased; we don’t treat one brand’s criticism of the other as fact.
FAQ
Is Incogni or Aura better for data removal? For removal depth and coverage by country, Incogni: 420+ brokers, custom removals on Unlimited, and coverage across 34 countries per Incogni. For removal plus US identity monitoring, Aura.
Does Aura remove you from data brokers? Yes. Aura says every plan includes removal from 425+ data brokers, people-search sites and junk-mailers, plus Google results (Aura pricing).
Does Incogni work outside the US? Incogni says it covers 34 countries and cites GDPR, CCPA and PIPEDA on its comparison page. Aura states its features are for US customers.
Is Aura worth it just for data removal? Usually no if removal is all you need: Incogni Standard starts at $7.99/mo billed yearly versus Aura Individual at $12/mo billed annually, and Aura’s value is the rest of the suite.
Incogni vs Aura vs DeleteMe: which is best? Removal-focused and multi-country: Incogni. US identity suite: Aura. Human-handled US removals with quarterly reports: DeleteMe (confirm price at checkout). Optery if you want screenshot proof and a free tier.
Can I use Incogni and Aura together? Yes. Some people keep Incogni for aggressive removal and Aura for credit monitoring and insurance. Overlap on removal means you’re paying twice for similar opt-outs—only worth it if you want both custom removals and Aura’s suite extras.
Verdict
Incogni is the better fit when your main goal is data broker removal, you want custom removals, or you live outside the United States. Aura is the better fit for US residents who want removal bundled with credit monitoring, identity insurance, antivirus, VPN and fraud remediation.
Sources (official pages, checked on October 16, 2026)
- Incogni pricing: https://incogni.com/pricing
- Incogni home: https://incogni.com/
- Incogni vs Aura vs DeleteMe (Incogni): https://incogni.com/comparisons/incogni-vs-aura-vs-deleteme
- Aura pricing: https://www.aura.com/pricing
- Aura vs Incogni (Aura): https://www.aura.com/learn/aura-vs-incogni
- Optery pricing: https://www.optery.com/pricing/
- DeleteMe pricing: https://joindeleteme.com/pricing/