Data-broker removal services send opt-out requests to people-search sites and data brokers on your behalf, then repeat them because listings tend to come back. Incogni, DeleteMe and Optery sell this as a standalone service, and Aura includes it in its identity-protection plans. The cheapest paid entry point on their US pages is Optery Core at $39 a year; Optery is also the only one with a permanent free plan, though that plan does no automated removals. DeleteMe is sold to US residents only on its US plans page, and Aura requires residence in the US or Canada.
This is a documentary comparison based on the providers’ official pages. We have not subscribed to any of these services, submitted personal data or measured how many listings each one removes, so nothing here is a performance verdict.
What a removal service can and cannot do
A data broker collects and sells or publishes personal details such as names, addresses, phone numbers, relatives and age ranges. A removal service files opt-out requests with brokers it supports, checks whether the listing is gone and repeats the process on a schedule. That reduces how easily a stranger can look you up, which helps against doxxing, targeted scams and some phishing.
It has clear limits. A service can only work on sites it covers, and none claims to cover every site on the internet. It cannot pull your data out of a breach that has already happened, delete records held by companies you do business with, or stop new brokers from collecting your details tomorrow. Aura’s own pricing page puts it plainly: “No one can prevent all identity theft or monitor all transactions effectively.” Removal works best alongside collecting less data in the first place, as covered in our guide to minimising personal data collection, sharing and retention.
Prices for one person
Prices and plan details were checked on the providers’ official pages on 5 November 2026. All figures are in USD as shown to a US reader. Prices vary by country, currency, taxes and promotions, so confirm the final amount at checkout.
| Item | Incogni Standard | DeleteMe 1 Person | Optery Core / Extended | Aura Individual |
|---|---|---|---|---|
| Annual price | $95.88/year ($7.99/month) | $129/year ($10.75/month) | $39/year ($3.25/month) / $149/year ($12.42/month) | $12/month; $144/year by our arithmetic (total not displayed) |
| Monthly billing | $15.98/month | No monthly plan among the plans shown | $3.99 / $14.99 per month | $15/month |
| Longer term | Not shown | 2 years: $209 | Not shown | Not shown |
| Sites covered (provider’s figure) | 420+ data broker sites | Number not stated (“all major data broker websites”) | Core 380+; Extended 555+ (with Expanded Reach) | 425+ data brokers, people-search sites, junk-mailers and Google results |
| Reports | Monthly progress reports | Quarterly Privacy Reports | Core: monthly scans; Extended: reports about every 90 days | Not detailed on the pricing page |
| Refund | 30 days, first purchase only | Full refund before first Privacy Report, then pro-rated | 30 days, individual accounts | 60 days, annual plans bought direct |
| Availability | US, Canada, EU, UK, Switzerland, Norway, Iceland, Liechtenstein | US residents only (US plans page) | Price pages for US, CA, AU, NZ, ZA | US or Canada residents |
Aura is not a like-for-like price: its Individual plan also lists $1M identity theft insurance, three-bureau credit monitoring, a VPN, antivirus and a password manager. We compare it with Norton LifeLock in our identity theft protection comparison.
Incogni: broad availability, monthly reports
Incogni lists four plans. Standard costs $95.88 a year or $15.98 a month and covers 420+ data broker sites with recurring removals. Unlimited costs $179.88 a year ($14.99/month) or $29.98 monthly and adds an Exposure Scanner, unlimited custom removal requests, a Privacy Score and live phone support. Family covers up to 5 members for $191.88 a year, and Family Unlimited costs $275.88 a year.
Incogni’s page warns that monthly billing may lead to incomplete removals because “some requests take over 30 days to process”. That is a useful reason to prefer annual billing if you pick it. Its terms say plans renew automatically at the end of each period, without stating that the renewal uses the same price, and that Incogni may change prices with advance notice. The 30-day money-back guarantee covers the initial purchase only, one refund per customer, and not renewals. If it fits your country and budget, you can review how it compares with DeleteMe or see Incogni’s current plans.
DeleteMe: US-only, human help, no broker count
DeleteMe sells one-year and two-year plans for 1, 2 or 4 people: $129, $229 and $329 for one year, or $209, $349 and $499 for two years. Each plan card says “U.S. residents only.” The site has a country selector for the US, Canada, Australia and the UK, but we did not collect non-US offers.
All plans list quarterly Privacy Reports, a personal DeleteMe Expert, custom removal requests, email and phone masking, and removal of unlimited aliases and previous names. DeleteMe does not state how many brokers it covers on its pricing pages; it says “all major data broker websites” and, on its homepage, “hundreds”. Plans say “Automatically renews unless canceled”, but renewal prices are not displayed, and the renewal basis for two-year plans was not confirmed. DeleteMe’s help centre describes a full refund before the first Privacy Report and a pro-rated refund for unused time after that. US residents who want human support can look at DeleteMe’s plans.
Optery: a free plan and the lowest paid entry
Optery’s Free Basic plan gives a personalised exposure report with screenshots, a scan of Google and Bing results, and self-service removal tools. It needs no credit card, but it performs no automated removals: you do the opt-outs yourself. That makes it a reasonable first step to see where you appear before paying.
Paid tiers scale by coverage. Core ($39 a year or $3.99 a month) automates removals from 380+ sites, or 150+ without the “Expanded Reach” setting, with monthly scans and one name and city/state. Extended ($149 a year) covers 555+ sites, adds an assigned human Privacy Agent and before/after screenshot reports about every 90 days. Ultimate ($249 a year or $24.99 a month) covers 625+ sites and adds custom removal requests for 940+ sites in total, available after 30 days.
Optery’s terms say plans renew for the same duration “at the then-current non-promotional rate”, and they rule out prorated refunds. The 30-day money-back guarantee applies to individual accounts. A banner showed promo code FALL2026 for 20% off, with no end date, so it may end at any time. Family pricing was not confirmed. To try the free scan first, start with Optery’s Free Basic plan.
Aura: removal bundled with identity protection
Aura lists “Data removal from 425+ data brokers, people-search sites, junk-mailers, and Google results” on its Individual, Couple and Family plans. Individual costs $12 a month billed annually or $15 a month billed monthly. The annual total is not displayed; $12 × 12 = $144. Aura’s terms say renewal happens “at the price shown in your account dashboard” and that fees can change with at least 30 days’ notice.
Aura offers a 14-day free trial, once per customer, and a 60-day refund window that covers annual plans bought through Aura’s websites or customer support only, not monthly plans or later renewals. It requires residence in the US or Canada. Removal is only one part of what you pay for, so it makes most sense if you also want credit monitoring and insurance. You can compare Aura’s plans with the standalone services above.
Monthly vs annual: the real difference
Annual billing is cheaper on every service that offers both. Incogni Standard monthly costs $15.98 × 12 = $191.76 a year against $95.88 annually. Optery Core monthly costs $3.99 × 12 = $47.88 against $39. Aura Individual monthly costs $15 × 12 = $180 against $144.
Refund rules also favour a careful first year. Incogni and Optery give 30 days; Aura gives 60 days on annual plans; DeleteMe’s full refund ends at your first Privacy Report. None of the standalone services displays a renewal price, so set a reminder before the renewal date and check your account for the amount due.
How to decide
Start by deciding who you are protecting and from what. Our guide to building a personal threat model helps you judge whether removal is worth paying for at all.
- You want to see your exposure for free: Optery Free Basic, then do opt-outs yourself.
- Lowest paid automated removal: Optery Core at $39 a year, with one name and city/state.
- You live outside the US: Incogni lists the widest set of countries; DeleteMe’s US plans are for US residents only.
- You want human help and live in the US: DeleteMe’s personal Expert, or Optery Extended’s Privacy Agent.
- You also want credit monitoring and insurance: Aura, if you live in the US or Canada.
Before you buy, run through this checklist:
- Confirm the service accepts residents of your country.
- Note the upfront amount and that renewal is automatic.
- Write down the refund deadline (30 days, 60 days or first report).
- Prefer annual billing if removals can take more than a month.
- Pair removal with tighter settings: see auditing privacy settings across browser, phone and accounts.
- Remember that breached data stays out there: use unique passwords and alerts on your accounts.
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