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Ultimate ownerNord SecurityUnited States · Five Eyes
Operates IncogniIncogni Inc.
NordVPNSurfsharkNordPassNordLocker
Sibling brands share the same ultimate owner as Incogni.
Part of Nord Security, alongside NordVPN, Surfshark and NordPass. That matters here more than in most categories: to remove your data from brokers, Incogni must first hold your name, addresses, phone numbers and email history, and the parent company is a large commercial group.
Public-source facts, not yet checked against primary documents. How we verify.
Lab test pending: score uses public, checkable data only. How we verify.
Verdict
Incogni is the cheapest of the established data removal services at roughly $7.50 a month billed annually, and it is one of the few with genuine EU and UK broker coverage rather than a purely American list. The dashboard shows each request and its status, which is more transparency than most of the category offers. Two things belong next to that. It is owned by Nord Security, the group behind NordVPN, Surfshark, NordPass and NordLocker, so the company holding your full identity file is a large commercial group rather than a specialist. And like every service here, it reduces your exposure rather than deleting you, because brokers re-list continuously.
Best for
People in the EU or UK who want broker removal that does not assume an American address, and anyone who wants the category's lowest mainstream price with a dashboard attached.
Not for
Anyone who wants a free exposure scan before paying, a long operating record, or a provider that is not part of a large consumer privacy conglomerate.
Around $7.50 a month billed annually. Bundled cheaply with NordVPN plans, which is how most subscribers arrive.
What it does, feature by feature
Feature
Incogni
Platforms
iOS, Android, Browser
Automated removals
✓
Custom removal requests ⓘ
✓
Broker list published
✓
Progress reporting
✓
Recurring re-scans ⓘ
✓
Family plan
✓
Free exposure scan
✗
Deletes your data after ⓘ
✓
EU and UK coverage
✓
A question mark means we have not confirmed the feature, not that it is missing. Hover a feature name for what it means.
What you are actually buying
Several hundred companies compile records about you and sell them. A removal service files opt-out and erasure requests against as many of them as it can reach, tracks the responses, and does it again when you reappear. Incogni does that for about $7.50 a month, which is the lowest price among the established names in our data removal ranking.
Start with the sentence this category tries hardest to avoid printing. These services reduce your exposure. They do not delete you. Data brokers rebuild their files from voter rolls, property records, court filings, marketing lists and each other, so a name removed in March reappears in September through a different pipeline. Independent testing consistently finds a majority of listings come down and a meaningful share come back. Anyone selling permanence is selling something that does not exist, and the correct way to think about the subscription is as maintenance rather than a cure.
What it costs
Plan
Intro
Renewal
True cost per month over 3 years
Annual, one person
$89.88
$89.88
about $7.49
Annual, family
$179.88
$179.88
about $14.99
Monthly
not published in our record
not published in our record
unconfirmed
The renewal columns are the point. Incogni charges the same at renewal as at signup, which puts it in a small minority of privacy subscriptions and means the advertised price is the real one. Our true cost calculator exists because that is so rarely true elsewhere. A 30-day money-back guarantee applies. We do not restate a monthly price our provider record does not carry.
The ownership fact
Incogni belongs to Nord Security, alongside NordVPN, Surfshark, NordPass and NordLocker.
We put this high in the review because it is the fact a buyer is least likely to know and most likely to care about once told. In every other category on this site, ownership affects who could be compelled to hand over metadata about your connections. Here it affects who holds a consolidated, verified, continuously updated file containing your legal name, every address you have lived at, your phone numbers, your email addresses and frequently your date of birth. That file has to exist for the service to work. There is no version of data removal that does not require it.
Nothing about Incogni’s handling of that file has been criticised, and there is no incident on record. We are not implying one. What we are saying is that choosing a removal service is choosing a custodian, and the honest framing is that you are picking which large company holds the file rather than avoiding the question. Our ownership explorer records the Nord Security group and its brands for the same reason it records Kape and Ziff Davis.
The bundling deserves a specific mention. Most Incogni subscribers arrive through a discounted add-on to a NordVPN plan. That is a reasonable price and it is also how a single group ends up carrying both your VPN traffic and your identity dossier. Readers who came to a privacy site to reduce concentration should notice the direction that pushes them.
Coverage, and where it beats the alternative
The European and British coverage is real and it is the strongest argument for Incogni over DeleteMe. GDPR and UK data protection law give an erasure request legal teeth that an American opt-out often lacks, and Incogni is built to use them. Most of this category is designed around the United States people-search market and treats everywhere else as an afterthought.
The dashboard lists each broker, each request and its state, with recurring scans rather than a single pass. Custom removal requests, for sites the standard list does not cover, sit on the higher tier. There are mobile apps, though the iOS user base is small enough that its store rating is statistically noisy and we do not draw conclusions from it.
The reservations, stated plainly
No free exposure scan, so you pay before you see the problem. Founded in 2021, which is a short record next to a service that has run since 2010. Verification against broker listings is a dashboard status rather than a before-and-after screenshot, which Optery provides and which is the only form of proof a subscriber can actually check. No published SOC 2 report in our record, and no audit of any kind in the audits field.
Who it is for
Someone in Europe or the United Kingdom who wants the work done at the lowest mainstream price, is comfortable with Nord Security as the custodian, and understands they are subscribing to ongoing maintenance rather than buying an outcome. On price and coverage, that is a defensible pick. On ownership, it is a judgement, and it should be made knowingly.
What we have not tested
We have not subscribed, submitted a real identity file and counted what came down, so we publish no removal-rate figure of our own and no comparison against DeleteMe, Optery or EasyOptOuts. We have not verified the published broker count or which of those brokers actually responded. We have not tested whether Incogni deletes your file when you cancel, which is the question we would most want answered and which cannot be established from outside. No independent audit of its data handling is on record for us to cite.
Assembled from public sources; confirm ownership, jurisdiction and audit history against primary documents.
Frequently asked questions
Who owns Incogni?
Nord Security, the group that also owns NordVPN, Surfshark, NordPass and NordLocker. Incogni Inc. is the operating entity and it is based in the United States, inside the Five Eyes alliance. This matters more here than in most categories, because to file removal requests on your behalf the service must first hold your name, current and former addresses, phone numbers, email addresses and often your date of birth. Our ownership explorer records the relationship.
Are Incogni and Surfshark the same company?
They share a parent in Nord Security, along with NordVPN. They are operated as separate products with separate apps and separate subscriptions, but the ultimate owner is the same. If you subscribe to a Nord Security VPN and add Incogni as a bundle, you are consolidating your browsing protection and your complete identity file with one corporate group. That may be perfectly acceptable to you; it should be a decision rather than a surprise.
How much does Incogni cost?
About $89.88 for a year for one person, which works out at roughly $7.50 a month, and about $179.88 a year for the family plan. Both renew at the same price rather than jumping after an introductory term, which is unusually honest for a subscription privacy product. A 30-day money-back guarantee applies. It is also bundled cheaply with NordVPN plans, which is how a large share of subscribers arrive.
Does Incogni actually remove my data?
It sends opt-out and erasure requests to data brokers on your behalf, repeatedly, and shows you the status of each one. Brokers that must comply generally do. What it cannot do is make the removal permanent, because brokers rebuild their records from public sources, marketing lists and each other, so people reappear within months. You are buying a subscription to continuous removal, not a deletion event.
Does Incogni work outside the United States?
Yes, and this is its clearest advantage. It covers EU and UK brokers as well as American ones, leaning on GDPR and UK data protection rights that carry real legal weight, where much of this category is built around the American people-search market. DeleteMe, by contrast, is US-focused. If you are in Europe, this is the practical difference between the two.
Is there a free scan before I subscribe?
No. Incogni does not offer a free exposure scan, which is a genuine drawback because you subscribe without seeing what is out there first. Optery and DeleteMe both offer a free scan. If you want to know the scale of your exposure before spending anything, start with one of those, or check our email breach checker, which answers a different but related question.
