Personal digital data has become part of modern life – stored by apps, shared by retailers, and traded by data brokers you’ve never heard of. While it’s impossible to stop data circulation entirely, you can reduce your exposure (and probably should, considering the risk of fraud or identity theft).
Two names often come up when you browse for privacy solutions: Incogni and Aura. Both help you take back control of your digital presence, but they work in very different ways. One focuses on keeping your personal data out of broker databases. The other combines data protection with credit monitoring, antivirus tools, and family safety features.
Let’s take a closer look at which one fits your needs best.
At a Glance: Comparing the Essentials
| Feature | Incogni | Aura |
| Starting price (annualized) | $7.99/month | $12/month |
| Core focus | Automated data broker removals | All-in-one identity protection suite |
| Automation | Fully automated, recurring requests | Partly automated, some manual approval |
| Broker coverage | 420+ public and private brokers | Limited, mainly public listings |
| Verification | Deloitte Independent Assurance Assessment | None |
| Extra tools | Data exposure tracking | Credit monitoring, VPN, antivirus, parental controls |
| Support | Email, chat for all subscribers, phone for higher plans | 24/7 phone, chat, and email |
| Best suited for | Set-and-forget privacy protection | Families wanting full digital safety |
Information current as of October 2025)
Approaches to Privacy
Incogni is a specialist. Its only purpose is to remove your data from data brokers – the companies that buy, store, and sell personal details – and keep it that way. Once authorized, it automatically sends opt-out requests to over 420 brokers and keeps renewing them every 60 or 90 days, depending on the broker type. It’s a long-term, repeating system that maintains your privacy without you having to step in.
Aura is a generalist. It’s more of a digital security suite than a data removal service. Along with broker opt-outs, you get credit monitoring, identity theft alerts, VPN access, antivirus software, and insurance coverage, among other things. Its removal feature is less comprehensive and often requires manual approval to complete.
So, Incogni protects your data at the source, while Aura monitors what happens after your information is already out there.
Coverage
When it comes to where your data is removed from, the difference here is substantial.
Incogni reaches both public and private data brokers, covering industries like marketing, recruitment, risk assessment, and finance. This wider reach goes beyond what you can see on search engines and handles the databases that feed them.
Aura’s coverage is much narrower. Its opt-out tools target mainly public people-search sites, not the private brokers that actually distribute your data across the internet. It partially makes up for this with its other security features, though, but those don’t erase your information, so it’s up to you and your priorities.
Transparency
Privacy tools should be clear about what they’re doing with your data.
Incogni shows progress in a dashboard, where you can see which brokers were contacted and which confirmed deletion. Importantly, its processes have undergone independent limited assurance assessment by Deloitte, confirming the validity of the process. It’s the only major service in the market with this kind of assurance.
Aura, by contrast, focuses on real-time alerts. It will notify you of data breaches, suspicious logins, or compromised passwords. While this helps you react to threats quickly, its data removal feature wasn’t independently checked and doesn’t provide visibility into its effectiveness.
Subscription Pricing
Incogni keeps things simple: all plans include the same level of protection – automated removals, access to 420+ brokers, and custom deletion requests. The starting cost is $7.99 per month (billed annually), with higher tiers offering faster processing, unlimited custom removal requests, or family coverage.
Aura divides its pricing by the number of users and features:
- Individual: $12/month
- Couple: $22/month
- Family: $32/month
There’s also a limited option for kids, costing $10/month.
Each tier bundles tools like VPN, antivirus, and credit monitoring. That’s great if you need a full digital security package, but if you only want your data removed from brokers, you’ll end up paying for extras you may never use.
Usability
Incogni is designed not to attract your attention nor take up your time. Setup takes minutes – verify your identity, sign the authorization form, and let it handle everything automatically. You can log in to check progress anytime, but there’s nothing you need to manage daily. Icogni will work quietly in the background.
Aura involves more interaction. Its platform constantly monitors multiple aspects of your digital life and alerts you when it finds potential issues. It’s informative, but it also means more notifications and tasks to review.
Pros and Cons
| Provider | ✅Pros | ❌Cons |
| Incogni | ✅Fully automated and recurring data removals
✅420+ brokers, public and private ✅Deloitte-assured process ✅Simple, flat pricing | ❌No free tier (there’s a money-back guarantee)
❌Phone support only with Unlimited plans |
| Aura | ✅Full digital safety suite (VPN, antivirus, credit monitoring)
✅24/7 support ✅Strong family and identity theft protection | ❌Limited broker coverage
❌Partly manual removals ❌Higher cost if data removal is your only goal |
Final Verdict: Depth Over Breadth
Aura offers impressive all-around digital protection, especially for families and users who want everything – credit alerts, antivirus, VPN, and insurance – in one place.
But when it comes to removing personal data from brokers, Incogni’s specialization makes all the difference. It focuses on the root of the problem, automates every step, and verifies that it’s working – all for a lower price.
Both are valuable; your choice depends on whether you want prevention or monitoring.
If your main goal is to keep your personal information from being collected and sold again, Incogni provides the most efficient and lasting solution.
