Jon Sidor
Both Incogni and Aura help users opt out of data broker databases and reduce the exposure of personal information online. Incogni is a dedicated data removal service that’s available as a standalone product or as part of the Surfshark One+ bundle. Aura, on the other hand, includes data broker removal as one feature within its broader digital security suite.
Trying to decide between Incogni and Aura? Check out this Incogni vs. Aura comparison to see their biggest differences to help you choose the best service for your privacy and data protection.
Incogni vs. Aura: at a glance
| Feature | Incogni | Aura |
|---|---|---|
| Pricing | Starts at $3.99/mo. in the Surfshark One+ bundle | Starts at $12/mo. in a comprehensive fraud and identity protection bundle |
| Premium plans | Unlimited plan covers custom removal requests for any unsupported brokers | Will not remove info from unsupported data brokers |
| Removal requests | Automates removals, custom removals handled by privacy specialists | Requires users to approve or request removals manually |
| Availability | 34 countries, including the USA, UK, EU, and Canada | Primarily in the USA, with some features available in Canada |
| Data removal coverage | 250+ data brokers | 30+ data brokers |
| Interface | Simplified, user-friendly dashboard | In-depth dashboard combining various security tools |
| Extra features | Part of Surfshark One+ bundle, which includes VPN, Antivirus, Alternative ID, Alert, and Search | Data removal is just one feature in a broader solution focused on identity theft protection, credit monitoring, and dark web scans |
| Customer support | 24/7 live chat, email support, and automated online self-help | 24/7 phone support, live chat support during working hours |
Note: Data accurate as of April 1, 2025. Prices in USD.
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Get IncogniIncogni vs. Aura: key features
To better understand Incogni and Aura, it’s useful to compare the most important features of these two data removal services.
Data removal process
Incogni and Aura handle data removal in slightly different ways.
Incogni is a personal data removal service that contacts data broker databases and requests them to remove your personal information. It mostly relies on automatic data removal, meaning it can handle the bulk of the process on its own. Usually, you just sign up and give Incogni consent to contact data brokers on your behalf. After that, all you do is track the removal requests in real time.
On top of automated personal data removal, Incogni also offers custom removal requests. This involves privacy specialists handling requests that concern data brokers who aren’t supported by Incogni’s automated services.
In contrast, data removal with Aura works a little differently. Aura automatically submits data broker opt-outs, but users may need to respond to verification emails or provide additional confirmation to some data broker websites to follow through with opt-out requests.
This initial automation simplifies the process somewhat, but data removal is only a small part of what Aura offers. Since Incogni is dedicated to data removal, its service can streamline every step of the process.
Data broker coverage
The data broker market was worth $390 billion in 2024, so data removal services need to target as many brokers as possible to be effective.
Incogni scans over 250 data brokers and people search sites, automatically identifying listings and submitting removal requests as needed. Its automated system enables real-time tracking and continuous protection against new and existing threats of exposure.
In contrast, Aura only covers over 30 data broker websites. This lower coverage is largely due to Aura’s focus on the US market and the fact that data removal makes up a small part of the broader Aura platform.
For users looking to remove their info from as many broker databases as possible, Incogni offers wider coverage.
Availability
Incogni’s and Aura’s data removal services differ greatly in geographic reach. Incogni tries to serve an international audience and is available in 34 countries, including the USA, the UK, all EU member states, Canada, Norway, Switzerland, Iceland, and Liechtenstein.
Aura’s service is much more limited in scope, as it’s primarily available in the USA. Some other security features, like dark web scanning, can be accessed in Canada, but the comprehensive data broker removal service is limited to US residents.
Ease of use
Incogni is a great choice for users who want a hassle-free approach to removing their data from broker websites. Setup is straightforward, and data broker opt-outs are fully automated. The Incogni user interface is also simple, so you can start the removal process in a few clicks.
Aura is also user-friendly, but its broader range of services means there’s a little more to manage inside the app, which could be overwhelming for users focused solely on data removal. Users may also need to confirm opt-out requests manually, so Aura is less automated than Incogni.
Incogni vs. Aura: customer support
If you need to contact Incogni’s customer support, they offer 24/7 email support and a dedicated helpdesk that lets you find answers to their top FAQs.
Aura’s US-based customer service can be reached via phone or chat. Phone support is available 24/7, while chat is only accessible during regular business hours. Aura also has a help center where users can browse resources on their own.
You can also contact both services via their social media accounts.
Incogni vs. Aura: pricing
Incogni (Surfshark One+)
| 1-month plan | $20.65/mo. |
| 12-month plan | $6.09/mo. |
| 24-month plan | $3.99/mo. |
Aura (Individual plan)
| 1-month plan | $24/mo. |
| 12-month plan | $12/mo. |
| 24-month plan | unavailable |
*All prices in USD.
You can get Incogni as a part of the Surfshark One+ bundle in a monthly, 12-month, or 24-month plan. The 24-month option offers the best value at $3.99/mo. Incogni is designed to work for one person per subscription but is available on unlimited devices.
Remember that with a Surfshark One+ subscription, you can also access Surfshark VPN (Virtual Private Network), Antivirus, Alternative ID, Alert, and Search. You can also try Incogni risk-free with a 30-day money-back guarantee.
All Aura’s plans last for either one month or one year, and users can choose how many adults they want to protect. The Individual plan covers one adult on 10 devices, but data removal for more users is available on more expensive plans. Aura offers a 14-day free trial and a 60-day money-back guarantee.
If you’re looking to safeguard your sensitive data from brokers for a year or more, Incogni is the more affordable choice.
Incogni vs. Aura: pros and cons
Here’s a quick breakdown of the main strengths and weaknesses of Incogni and Aura:
Incogni pros
Incogni has many key advantages. It’s a user-friendly platform that simplifies data removal from start to finish. The entire process is automated, so minimal effort is needed on your end.
Incogni is specifically dedicated to data removal, so it has the resources to target hundreds of brokers. It also offers widespread availability, so residents of the US, UK, EU, Canada, and other countries can take advantage of it.
As a part of the Surfshark One+ bundle, Incogni is also complemented by a robust cybersecurity suite that provides a VPN, antivirus, data breach monitoring, private search engine, and alternate online persona.
Incogni cons
Regarding Incogni’s drawbacks, users who prefer a hands-on approach to contacting data removal websites may not like the tool’s automation. Incogni also lacks customer support via telephone, so those experiencing issues will have to rely on email support or a help desk.
Moreover, Incogni has a narrower scope than some of its alternatives. It doesn’t have features like identity theft protection, credit monitoring, and dark web alerts. That said, its inclusion in the Surfshark One+ bundle means users can still enjoy greater online security beyond data removal alone.
Aura pros
Aura boasts a comprehensive dashboard that goes beyond sending data brokers opt-out requests. Users also get key features like identity theft protection, credit monitoring, antivirus and VPN protection, dark web scans, and more.
While rich in tools, Aura’s user interface is generally easy to navigate. Its data removal process is also closely integrated with its other tools, so new data removal requests can be triggered if data breaches or ID leaks happen.
Aura cons
Since Aura’s online safety plans offer so much, it’s not surprising that they’re relatively expensive compared to services that focus on data removal alone. Aura also doesn’t prioritize data removal, so it doesn’t cover as many data brokers as Incogni.
In addition, Aura’s data removal service is only available to US residents. Since the process isn’t fully automated, managing data removal requests can be more time-consuming.
Incogni vs. Aura: which service is right for you?
Incogni and Aura are among the best data removal services, but they suit different kinds of users. Incogni is an excellent choice for people who want a simple, automated experience, and Aura is good for those willing to take a more hands-on role in managing their online privacy.
For users who want a more affordable option with wider data broker coverage and international availability, Incogni is likely the better choice.
Frequently Asked Questions
What is better, Aura or Incogni?
When considering Aura vs. Incogni, choosing which is better depends on what you’re looking for.
If your goal is removing personal data from data brokers to protect your online privacy, Incogni is better suited since it specializes in data removal and covers a wide range of brokers.
If you want broader protection that includes identity theft monitoring, credit alerts, and dark web monitoring, Aura offers more comprehensive protection.
Is Incogni reputable?
Yes, Incogni is a legitimate and reputable service for online data removal. Incogni adheres to data privacy laws like the California Consumer Privacy Act (CCPA), the EU’s General Data Protection Regulation (GDPR), and the UK’s GDPR. It also works with leading consumer agencies in its advocacy of privacy protection.
As a part of the Surfshark One+ cybersecurity suite, Incogni provides greater online privacy and data protection for users in several countries at an affordable price.
Does Aura provide data removal services like Incogni?
Yes, Aura includes data removal as part of its identity protection service. It scans data broker websites and submits opt-out requests on your behalf.
However, data removal is just one of many features Aura offers, so Aura’s feature doesn’t cover as many brokers as Incogni does. Data removal from Aura is also only available to US residents.
Can I use both Aura and Incogni together?
Yes, you can use both Aura and Incogni simultaneously, but using Aura specifically for its data removal feature might have limited added benefits if you already have Incogni.
Aura provides a broad range of digital security tools, so using Aura for things like credit monitoring and identity theft protection while letting Incogni remove your personal data from data brokers can offer stronger coverage.
What’s the main difference between Aura and Incogni?
The main difference between Aura and Incogni is each platform’s focus.
Aura is a comprehensive digital security solution that removes personal data from the web and offers features like credit monitoring, identity theft protection, and dark web scans.
Incogni prioritizes online privacy and is dedicated to removing personal information from data broker websites. This specialized focus means Incogni can target a larger number of brokers.
Which service is more effective for removing personal information from the internet?
Comparing Aura vs. Incogni, Incogni is generally more effective if your main goal is to remove personal data from data brokers. Incogni supports a broader list of brokers and offers greater automation. Aura offers reliable data removal, but it’s quite limited as it’s part of a wider digital security package.
