Aura vs Incogni
We give Aura a 2.6 GPA and Incogni a 1.8, out of 4.0. Aura grades higher on the free plan, features and platforms. They get the same grade on value for money and ease of use.
Price, platforms and features side by side. The table says where each price was read and when.
Aura
Identity theft protection plans that include data broker removal
Incogni
Automated data broker opt-outs from the company Surfshark started
How we grade them
| 2.6GPAAuraGood | 1.8GPAIncogniWeak | |
|---|---|---|
| Value for money | CIndividual is $12 a month billed annually, $15 monthly: dear for removal alone. It also packs credit monitoring, $1M insurance, antivirus, a VPN and passwords, so we graded it against its listed alternatives like Norton 360, and it's an ordinary price. The renewal price isn't stated. | CStandard is $7.99 a month billed yearly at $95.88, right in the middle of what removal services charge. Pay monthly and it's $15.98, twice as much. Custom requests for sites outside its list need Unlimited, at $179.88 a year. |
| Free plan and trial | CAny plan is free for 14 days, once per customer, the only trial in this category. The listing doesn't say whether it wants a card, and full access depends on identity and credit checks. | FNo free plan and no trial, so you pay before a single request goes out. There's a 30-day money-back guarantee if it disappoints, but that isn't a trial. |
| Features | BAura says it sends opt-outs to 425+ broker sites and rescans daily, and it files Google removals for links you pick. Around that sit credit and dark web monitoring, insurance, antivirus, a VPN and a password manager. Nothing in the removal job is missing. | CThe core job is done: Incogni says it sends requests to 420+ brokers, keeps resending them, and on Unlimited takes custom requests for 3,000+ more sites. The gap is in its terms, which cap each account at three extra emails, addresses or phone numbers. |
| Ease of use | B4.67 from about 110,000 App Store ratings, just shy of the top band. One account covers the lot, though full access waits on identity and credit checks. | BNo App Store rating on record, but there's barely anything to do. You sign an authorization form once and it files the requests, with a dashboard showing each broker's status and expected removal time. |
| Platforms and integrations | BWeb, Mac, Windows, iPhone and Android, plus browser extensions, so it's on everything you own. There are no integrations or API on record, so it stops at B. | CWeb only. There's no app on its site, and no integrations or API on record. It's for residents of the US, Canada, the UK, the EU and a few other European countries. |
| Best for | data removal bundled with identity protection | hands-off removals in the US, UK and Europe |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Aura and Incogni. How we grade
Where they differ
- Aura starts at $12 per month, billed annually ($15 billed monthly). Incogni starts at $7.99 per month, billed yearly at $95.88 ($15.98 billed monthly).
- Only Aura lists macOS, Windows, iOS and Android apps.
- Only Aura lists a browser extension.
- Aura also covers password manager, vPN, ad and tracker blocking and malware protection.
- Incogni also covers reports.
At a glance
| Aura | Incogni | |
|---|---|---|
| Pricing | Free trial | Paid |
| Starts at | $12 per month, billed annually ($15 billed monthly) | $7.99 per month, billed yearly at $95.88 ($15.98 billed monthly) |
| Free plan | None | None |
| Free trial | 14-day free trial of any plan, once per customer | None listed |
| Web | ||
| macOS | ||
| Windows | ||
| iOS | ||
| Android | ||
| Browser extension | ||
| Made by | Aura | Incogni Inc. |
| Price read from | aura.com | incogni.com |
| Checked | Oct 18, 2026 | Oct 18, 2026 |
Who each one suits
Aura
- People who want data removal and identity theft protection on one bill
- Families covering up to 5 adults and their children
- Replacing a separate antivirus, VPN and password manager
Incogni
- People in the US, Canada, the UK or Europe who want broker opt-outs on autopilot
- Households covering up to 5 people on one bill
- Getting pages outside the standard broker list removed, on Unlimited
Worth knowing
Aura
- Aura's terms limit the service to residents of the US and Canada.
- Data removal is not sold alone; it comes in the Individual, Couple and Family plans, and the $10 Kids plan does not include it.
- Yearly plans renew at the price shown in your account, which Aura's pages do not state, and the 'Save 50%' badges beside the prices are not explained.
- The 60-day money-back guarantee covers annual plans bought direct, not via Amazon, and not renewals; full access depends on identity and credit checks.
Incogni
- Available only to residents of the US and its territories, Canada, the EU, Switzerland, the UK, Norway, Iceland and Liechtenstein.
- There is no free plan or trial; Incogni offers a 30-day money-back guarantee, and paying monthly costs twice the yearly rate.
- Its terms limit each account to one adult and up to three extra emails, addresses or phone numbers for removal requests.
- Custom removals, automatic web scanning and phone support are only on the Unlimited and Family Unlimited plans.
Key features
Aura
- Data broker removal
- Sends opt-out requests to 425+ data broker, people-search and junk-mail sites by Aura's count, rescans daily and resubmits when your details reappear. Aura says requests can take up to 30 days.
- Google search cleanup
- You review your Google results and choose the links you want gone, and Aura files the removal requests with Google for you.
- Identity and credit monitoring
- 3-bureau credit monitoring, an Experian credit lock, alerts when your Social Security number or accounts turn up on the dark web, and home and auto title monitoring.
- Insurance and fraud help
- Each adult is covered by identity theft insurance, $1M per adult on Individual, and a US-based team helps resolve identity theft or fraud cases.
- Antivirus, VPN and passwords
- Antivirus for Windows, Mac and Android, a VPN with 100+ locations for Windows, Mac, iOS and Android, and a password manager with Chrome, Firefox and Edge extensions.
- Account cleanup and ad blocking
- Finds forgotten accounts linked to your email so you can close them, and a browser extension for Chrome, Edge and Safari blocks ads and trackers and sends opt-out requests.
Incogni
- Automated removal requests
- Incogni says it covers 420+ data brokers, public and private, and that Deloitte checked that figure. You sign an authorization form once and it files the requests for you.
- Recurring requests
- It rescans people-search sites and sends fresh requests on a schedule, so a broker that adds you back gets another request. Annual plans run year-round.
- Requests to private brokers
- For brokers with private databases that cannot be searched, Incogni uses your region to pick the ones likely to hold your data and sends them opt-out requests anyway.
- Custom removals
- Unlimited plans let you submit links to any page showing your details, and a privacy specialist works on removing it. Incogni says this reaches 3,000+ further sites.
- Progress reports and dashboard
- A dashboard shows each broker's status and expected removal time, and monthly reports track what has been removed.
- Family accounts
- Family plans cover you and up to 4 other people from one account, with or without custom removals.
Plans
Aura
Individual$12
per month, billed annually ($15 billed monthly)
1 adult and 10 devices: data removal, 3-bureau credit monitoring, $1M identity theft insurance, antivirus, VPN and password manager.
Couple$22
per month for 2 adults, billed annually ($29 billed monthly)
Individual's features for 2 adults and 20 devices, with $2M of identity theft insurance and Trusted Family Access.
Family$32
per month for up to 5 adults, billed annually ($50 billed monthly)
Up to 5 adults, unlimited children and devices, $5M of insurance, child identity monitoring, parental controls and AI spam call protection.
Incogni
Standard$7.99
per month, billed yearly at $95.88 ($15.98 billed monthly)
Automated, recurring removals from 420+ data broker sites by Incogni's count, for one person with several emails, addresses and phone numbers.
Unlimited$14.99
per month, billed yearly at $179.88 ($29.98 billed monthly)
Adds unlimited custom removal requests for 3,000+ further sites by Incogni's count, automatic web scanning and live phone support.
Family$15.99
per month for up to 5 people, billed yearly ($31.98 billed monthly)
Standard's automated removals for you and up to 4 other people, managed from one account. $191.88 a year.
Family Unlimited$22.99
per month for up to 5 people, billed yearly ($45.98 billed monthly)
Unlimited's custom removals and phone support for each of up to 5 members, with family account management. $275.88 a year.
Ways to pay less
Aura
- Annual discount
Lower monthly rate with annual billing
Aura's pricing page shows Individual at $12 a month billed annually against $15 billed monthly, and Family at $32 against $50.
Incogni
- Annual discount
50% off with yearly billing
Incogni's pricing page says yearly billing saves 50%: Standard is $95.88 a year against $15.98 a month, and Family $191.88 a year against $31.98 a month.
