Why I chose Incogni

Small businesses get priced out of data protection. A $50,000 to $100,000 a year monitoring contract isn’t realistic for a three-person firm. I’ve also watched expensive tools get bought, never used, and cut. So when I started looking for a way to help clients reduce their exposure, I wanted something affordable, automated, and simple enough that a busy owner would keep it running.

Before I chose one, I compared the main options:

• DeleteMe relies on human review and quarterly reports. That’s useful if you need a paper trail, but it’s slower and costs more.

• Optery offers custom removals and is strong on people-search sites. Its materials focus mostly on that category.

• Aura is a bundle. If you want identity theft insurance and security tools in one package, it makes sense, but its removal coverage is narrower.

• Privacy Bee and EasyOptOuts had fewer independent test results behind their claims, so I couldn’t verify them the way I could the others.
  

  

Incogni fit what I was looking for. Its Standard plan automates removal requests to 420+ data brokers, and it says it covers private brokers as well as people-search sites. It re-sends requests every 60 to 90 days, because brokers tend to re-list people. Deloitte issued a limited assurance report on Incogni’s claims as of August 2025. You can read it yourself. It checks specific claims. It doesn’t promise that your information disappears.

Here’s what Incogni doesn’t do. It doesn’t make anyone unhackable, and it doesn’t remove court records or government websites. A 2025 peer-reviewed study reported that Incogni removed 76.6% of records, but those counts came from the service itself, so I treat that as a reported result, not proof.

The free route is always available. You can opt out of data brokers yourself, one site at a time. It takes hours, and listings often come back. I’ll walk you through that first. If you’d rather pay someone to handle the repeat work, Incogni is the one I’d point you to. Stop data brokers collecting your information today!

Affiliate disclosure: Ironjaw Cybersecurity may receive a commission if you sign up for Incogni through my link. That doesn’t change what I’d tell you about the free route.