Incogni vs. Optery: the best data removal tool for 2025

Incogni and Optery are both personal data removal services, but there are some key differences between the two. Incogni is a more automated tool that’s available on its own or bundled with the Surfshark One+ suite. On the other hand, Optery is a standalone product that offers more manual control and detailed reporting.

Trying to choose between Incogni and Optery? Check out this Incogni vs. Optery comparison to see their biggest differences and find the best data privacy solution for you.

Incogni vs. Optery: at a glance

Note: Data accurate as of May 1, 2025. Prices in USD.

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Incogni vs. Optery: overviews

Data broker sites are thriving, collecting and selling details like names, addresses, phone numbers, and family connections — often without consent. Not surprisingly, many privacy-focused individuals are worried their personal data will end up in the wrong hands. 

With the data broker market expected to top $440 billion by 2032, using a comprehensive data removal service like Incogni or Optery to safeguard your privacy is a smart choice. Here’s a quick look at both Incogni and Optery and what sets each apart.

What is Incogni?

Incogni is an automated personal data removal service that helps individuals reclaim their online privacy. Developed by Surfshark, it sends opt-out requests to 250+ data brokers on behalf of users, targeting companies like people search sites that store and sell sensitive data. Incogni is the most popular data removal service in the US, but it offers international coverage for users and data brokers in other countries as well.  

Incogni aims to protect user privacy by lowering the risk of scams, identity theft, and unwanted profiling that people encounter online by sending removal requests to data brokers. Once installed, it mostly runs in the background, handling the brunt of the removal process and sending removal requests to data brokers with minimal user intervention. Every Incogni plan covers the same wide range of data brokers for automated renewals.

Users who need help removing data from unsupported data broker sites can make use of Incogni’s Unlimited Plan, which allows users to submit custom removals. Just submit a link to where your personal data is exposed, and one of Incogni’s privacy specialists will manually verify removal from start to finish.

Extensive third-party tests found Incogni to be the best data removal service for 2025.

What is Optery?

Optery is a privacy protection service that helps individuals remove their personal information from data broker websites. It scans the internet for exposed data and submits opt-out requests to get that information taken down, letting users regain control over their online presence.

Optery offers multiple service tiers, including a free plan that provides visibility into where your data appears and self-service instructions on how to manually remove the data yourself. Paid plans automate the removal process, with more expensive subscriptions offering progressively more extensive data broker coverage. This maxes out at 380+ sites with the Ultimate plan. Unlike Incogni, Optery only covers public data brokers like people search sites. 

The Optery platform aims to provide a transparent, intuitive user interface that emphasizes education along with its performance. Users can track data exposure, review where data was found, and learn how each removal was handled. This level of detail empowers users to know more about their removal progress, but some users may find this info unnecessary.

Incogni vs. Optery: key comparison

To see the biggest differences between Incogni and Optery, here’s an in-depth look at the most important features of both data removal services.

Data removal process

In terms of how they handle data removal requests, Incogni and Optery differ most in their use of automated and manual processes.

In most cases, data removal with Incogni is automated. Incogni contacts data broker databases and requests them to remove your personal details. You simply sign up, give Incogni permission to contact brokers on your behalf, and track removal requests in real time.

In addition to automated personal data removal, Incogni offers custom removal requests. A private specialist can manually handle requests involving data brokers not covered by Incogni’s automated service.

With Optery, users enjoy more automation when they select a higher-tier plan. The Free Basic plan previews which brokers have your data and guides you in submitting manual opt-out requests. Paid plans (Core, Extended, and Ultimate) can handle more automated requests while providing added features like automated scans, exposure risk reporting, and outdated content removal.

Like Incogni, Optery’s premium service gives users access to privacy agents who can assist with special circumstances. Optery is unique, however, in that it provides users visibility before they pay — it’s possible to see where your data appears across brokers before committing to a plan.

Data broker coverage

Incogni monitors over 250 data brokers and search sites, automatically finding listings and submitting removal requests. These automated scans give users access to real-time tracking and help protect user data from both new and existing threats.

The number of data brokers Optery covers depends on your chosen plan. Here’s a breakdown of Optery’s broker coverage:

You can scan anywhere between 110+ and 380+ data brokers and search sites, so it’s hard to say whether you’ll get wider protection with Incogni or Optery. However, it’s worth noting that Incogni constantly prunes its list of brokers to ensure its numbers aren’t misrepresented. 

Optery’s Free Basic plan doesn’t automatically cover any people search sites. Instead, it guides users with self-service removal tools and instructions.

Another key difference between Incogni and Optery is the types of data brokers that are included in their automated removal services. Incogni covers the broadest range of data broker types, including public people search sites and opaque brokers that otherwise offer limited opt-out options.

Here’s an overview of the data broker types covered by Incogni and Optery:

Privacy compliance and regulations

Both Incogni and Optery operate within strict legal frameworks to help protect your personal data. In the US, they adhere to the California Consumer Privacy Act (CCPA); in the EU, they follow the General Data Protection Regulation (GDPR). These regulations give individuals the legal right to request data removal, access their personal details, and restrict how it’s shared.

By leveraging these rights, both data removal services act on your behalf to submit opt-out requests to data brokers — making it easier to maintain control over your digital footprint. While they aren’t regulatory bodies themselves, Incogni and Optery help you strengthen your data security and reduce the risk of data brokers using your information without your consent.

Reporting

Incogni gives users an automated privacy report on its dashboard, making it easy to track data removal requests in real time. The removal progress of each request sent to data brokers is visible, including completed ones and those that need repeat requests.

In contrast, Optery provides users with in-depth opt-out progress and exposure risk reports. These overviews show where customer data has been found online across hundreds of data broker sites, giving users a clear, up-to-date glimpse of their data security.

Incogni’s reporting is more streamlined, while Optery’s detailed removal reports offer more data overall, so it’s up to each user to decide which format suits them best.

Extra features

Both Optery and Incogni reliably handle automated data removal, but they diverge significantly in their additional features.

Incogni is included in the all-in-one Surfshark One+ cybersecurity bundle. As a part of this suite, you also get access to the following:

• VPN: short for Virtual Private Network, a VPN is a tool that encrypts internet traffic and masks your IP (Internet Protocol) address to enhance user privacy and online security;
• Antivirus: a solution that defends your device from malware, infected files, and unauthorized programs;
• Alternative ID: a tool that makes a secondary email address to help avoid spam from websites, mailing lists, or online sign-ups;
• Alert: a service that notifies you when your personal information gets leaked online;
• Search: a private search engine that presents purely organic search results without ads or trackers.

On the other hand, Optery has numerous optional features closely tied to its data removal service. Users can take advantage of the following:

• CSV exports: users can download removal reports as CSV files for easy reviewing, archiving, and sharing;
• DIY opt-out instructions: users on the Free Basic subscription and those on higher-tier plans dealing with data brokers not covered by automated removal get step-by-step instructions for manual opt-outs;
• Family member protection: users can add household members to their plans and extend personal data removal to spouses, partners, and children;
• Public data broker directory: Optery maintains a free, open-source directory of the data brokers and people search sites it covers, complete with opt-out guides that even non-users can access.

While Optery provides features exclusively connected to its data removal service, Incogni’s inclusion in the Surfshark One+ bundle makes it a smarter choice for users looking for greater all-around privacy and security online.

Availability

Are Incogni and Optery available in the same countries? Not exactly.

Incogni caters to an international audience and is available in 34 countries. Its geographic reach includes the USA, the UK, all EU member states, Canada, Norway, Switzerland, Iceland, and Liechtenstein.

On the other hand, Optery is currently available only to users in the USA. As a result, it focuses solely on US-based data brokers and people search sites. Optery has announced plans to expand to other countries, and users outside the United States can join a waitlist to be notified once international coverage is available in their region.

Ease of use

Incogni is an excellent choice for those who want a simple, user-friendly data removal service. Setup is hassle-free, and most removal requests are fully automated. Incogni’s user interface is streamlined, so you can start enjoying comprehensive data removal in a few clicks. 

Optery is good for users who prioritize control and transparency in the data removal process. Initial setup requires a bit more customization, but you get greater visibility into which brokers have your data and the status of each removal request. 

The Optery dashboard is intuitive yet informative, letting you explore data broker profiles and initiate manual removals if needed. This is well-suited for those who prefer hands-on, well-documented data removal.

Incogni vs. Optery: user experience

Many data removal services look similar at first, but larger contrasts emerge once you start using them.

For example, Incogni users can expect a largely hands-off experience that streamlines data privacy. You sign up and fill out an authorization form, and Incogni handles the rest. The tool automatically scans 250+ data broker sites for your personal info and keeps you in the loop with frequent progress updates.

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For data brokers not covered by Incogni’s automated service, users can still work with a privacy specialist to send out custom removal requests. Custom removals can be accessed at any time.

Moreover, Incogni is a part of the Surfshark One+ bundle, taking the user experience to another level. The cybersecurity suite seamlessly integrates tools like a VPN and antivirus software into a single app, offering a robust yet easy-to-use platform that delivers all-in-one online security.

And then there’s Optery, which brings users a more interactive, transparency-driven experience that’s a good fit for those who want visibility and control over their personal data removal. After signing up, users access a dashboard that shows a detailed map of where their sensitive details have been found across hundreds of data brokers and people search sites.

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Self-service plans play a greater role with Optery, as users can choose to manually send removal requests or have the automated service handle removals on their behalf. Custom removals are only available on Optery’s top-tier Ultimate plan, but they can’t be accessed until 30 days after subscribing.  

Via the dashboard, users can also view broker profiles, monitor request statuses, and download CSV reports on their data exposure. Optery isn’t bundled with broader cybersecurity tools, but its focus on privacy transparency, customization, and documentation can be particularly helpful to users seeking a deeper understanding of how their data is removed.

Incogni vs. Optery: pricing and subscriptions

Both Incogni and Optery offer various subscriptions that may appeal to different users. Here’s a quick look at their different pricing plans:

Incogni (Surfshark One+)

Optery

Note: All prices in USD.

Incogni is available in the Surfshark One+ bundle in a monthly, 12-month, or 24-month plan. The 24-month subscription offers the best value at $3.99/mo. Incogni is meant for one person per subscription but can be used on unlimited devices.

It’s also worth noting that a Surfshark One+ subscription gives you access to a full cybersecurity suite, including Surfshark VPN, Antivirus, Alternative ID, Alert, and Search. You can also try Incogni risk-free thanks to a 30-day money-back guarantee.

All of Optery’s plans last for either one month or one year. Along with a Free Basic subscription, users can choose from three paid plans, depending on how many brokers and people search sites they want covered. While family plans are available, each member still needs their own account. Like Incogni, Optery offers a 30-day money-back guarantee.

An annual subscription to Optery’s Core plan is the only option that beats Incogni’s 24-month plan in terms of price. Users can enjoy greater data security with something like an Ultimate plan, but it’ll come at a higher cost. Ultimate starts at $20.70/month on a yearly subscription.

Incogni vs. Optery: customer support

Optery and Incogni offer similar customer support channels. Both offer 24/7 email and live chat support and a dedicated help desk for finding solutions to common issues. 

Assistance over the phone isn’t provided, but you can contact both data removal services via their social media accounts.

Incogni vs. Optery: pros and cons

What’s the best data removal service for you? Here’s a quick look at the pros and cons of Incogni and Optery to help you make an informed decision:

Incogni pros

Incogni’s strengths start with its highly automated user interface. It’s an intuitive platform that streamlines the entire data removal process. It removes data on your behalf, yet it still has the resources for custom data removals when they’re needed.

Not only does Incogni target hundreds of data brokers, but it also offers widespread availability — residents of 34 countries can use it for enhanced data protection. This makes it a smart choice for users who want international coverage.

If you get Incogni as a part of the Surfshark One+ bundle, you’re also getting much more than a data removal service. With Surfshark, you’re backed by an all-in-one cybersecurity suite that includes a VPN, antivirus, data leak monitoring, private search engine, and alternate online persona.

Incogni cons

Incogni’s main disadvantages stem from the fact that users who prefer manual data removal may not like the service’s hands-off approach. Incogni also lacks customer support via telephone, so users with questions or problems will need to turn to email or chat support.

In addition, as a personal data removal service, Incogni’s scope may be more limited than some of its alternatives. Extra features like identity theft protection or credit monitoring that similar services may offer are absent. That said, Incogni’s inclusion in the Surfshark One+ bundle gives users access to a wide range of other valuable security measures.

Optery pros

Optery’s Free Basic plan makes it a good choice for users looking for a free option to get a simple preview of a data removal service. A paid account with its Core plan offers more thorough monthly automated scans, while higher tiers offer users more flexible features that blend manual and automated options.

Optery is also a strong choice for users who prefer greater transparency in their data removal. The service offers detailed monthly reports and add-ons like CSV exports and family member protection. Optery Ultimate plan customers can also request removals from 380+ data brokers, which is wider coverage than what other services usually offer.

Optery cons

Optery primarily focuses on the US market, so users looking for international coverage will find limited support. The free tier only gives access to a free scan and manual data removal, so a paid subscription is needed to unlock any automated features. However, even on an annual plan, many paid options are relatively expensive compared to other services. 

Moreover, users need to be cautious when enabling the Expanded Reach feature with Optery. It often sends opt-out requests to non-compliant data brokers or out-of-business people search sites, and there’s a small risk that your data may be shared with more brokers.

Incogni vs. Optery: which service is right for you?

Incogni and Optery are both contenders for the best data removal service, but they’re geared toward different kinds of users. 

Incogni’s an excellent choice for those who want a user-friendly, automated experience. On the other hand, Optery is good for users looking for a hands-on role in removing their personal data.

If streamlined data removal, international broker coverage, and straightforward pricing are what you need, go with Incogni.

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