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Incogni is an automated data-removal subscription. It files opt-out requests with data brokers, tracks their responses, and resubmits requests over time. On the one independent comparison available, it had the highest share of records removed or not found after 30 days among four paid services. That result is real, but it describes a specific set of records over a short window. It is not a guarantee that your name will disappear from every site, and whether it works for you depends on which brokers hold your data, which plan you choose, and whether you keep the subscription running long enough for slow brokers to act.
Readers often search for “Does Incogni actually work?” A Reddit discussion on the company’s official subreddit raises the same question, but forum posts are individual experiences, not measurements. The sections below separate measured outcomes from the company’s own process claims and from individual reports.
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What Incogni does once you sign up
The workflow is straightforward, and knowing it helps you judge where things can stall.
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- You authorize Incogni to act on your behalf and provide identifying details, such as names, addresses and other data points, that it uses to match records to broker listings.
- Incogni submits removal or opt-out requests to the brokers on its covered list. The Standard plan covers automated requests to covered public and private brokers.
- It monitors each broker’s response and shows request statuses and history in your dashboard.
- It resubmits requests on a recurring schedule while the subscription is active, because brokers often relist data that was previously removed.
The legal leverage behind these requests depends on where you live. Incogni’s help center says that, where the EU’s GDPR and California’s CCPA apply, the general response periods are 30 and 45 days respectively, and that follow-ups can extend the process. A broker outside those laws is not bound by those periods, so outcomes differ by location.
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How the performance evidence fits together
Three kinds of evidence exist, and they answer different questions. Treating them as interchangeable is the most common mistake in reading data-removal reviews.
| Evidence | What it measured | Key figure | What it does not show |
|---|---|---|---|
| 2025 study, “Measuring the Accuracy and Effectiveness of PII Removal Services,” Proceedings on Privacy Enhancing Technologies | Four commercial removal services, with outcomes reported after 30 days of subscription, using a combined “Removed / Not found” status | Incogni averaged 76.6% of participant records in that category, the highest of the four services | A success rate for every new customer; the category does not separate records actually removed from records not found |
| Deloitte limited assurance, as summarized by Incogni (report issued August 6, 2025, covering the service as of July 18, 2025) | Specified operating assertions: broker coverage, broker confirmations, recurring request intervals, customer-data sales in 2024, and request volume | More than 420 brokers covered; more than 245 million requests processed | That any individual user’s data has been removed from the web |
| PCWorld review, November 7, 2025 | Editorial assessment of ease of use and automation | Described the product as easy to use and highly automated; listed limited verification as a drawback | A laboratory result. PCWorld discloses that it can earn commissions through purchase links |
| TechRadar comparison with OneRep, June 30, 2026 | Reviewer’s observations of how requests were handled | Reported one broker saying a request was processed before removal was finalized | A removal rate. This is one reviewer’s experience |
Reading the 76.6% figure correctly
The study followed each service’s subscription for 30 days and then classified each participant record. A record counted as “Removed / Not found” if it had been removed or if the participant’s data was not found at the broker. That combined category is useful for comparing services, but it blends two different outcomes. A record that was never listed and a record that was actively taken down both count toward the total.
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The authors also cautioned against reading a long list of covered brokers as proof of effective discovery or removal. The services they tested varied in which records they surfaced, and outcomes varied from one participant to another. An aggregate percentage therefore tells you how the service performed on average for that test group. It does not tell you how it will perform on your own broker list, which is why the broker-level dashboard matters more than the headline number.
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What the Deloitte assurance covers
Incogni reports that the Deloitte limited assurance examined the following assertions as of July 18, 2025:
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- More than 420 brokers covered, with confirmations received from those brokers.
- Recurring request intervals of no longer than 60 days for public brokers and 90 days for private brokers, unless the user was already on a suppression list.
- No sale of customer data during 2024.
- More than 245 million requests processed.
Those are operational claims about how the service runs. They support the statement that Incogni’s process matches what it describes. They do not establish that every user’s information is gone from every website.
Where the process falls short
Private brokers and predicted matches
Incogni says that most private-broker databases are not publicly searchable. For those brokers, it uses an algorithm to predict whether a broker is likely to hold your information, and it acknowledges that this can send requests to brokers that have no record of you. For public people-search sites, Incogni says it runs random checks and files complaints when it finds a company has not complied. These are the company’s descriptions of its method. No independent false-positive rate has been published for them, so you cannot calculate how many requests will be wasted.
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A “completed” status is not permanence
Incogni’s status guide separates completed, scheduled and suppressed states, and it acknowledges that some brokers resist removal or respond inconsistently. A completed request means the broker has processed the request, not that the listing will never reappear. The TechRadar comparison describes a case where a broker said a request had been processed before the removal was finalized, with the actual removal happening later. Check individual broker statuses and look for the listing directly, rather than relying on the status alone.
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Incogni’s help center says removal time varies. Some brokers respond within a day, while others take longer, and follow-ups can extend the process. Many brokers relist information, which is why Incogni resubmits requests while a subscription is active. Each broker’s average resolution time is visible in your account, so you can see which brokers are slow for you specifically rather than guessing.
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Choosing a plan
The plan decision comes down to scope and location. The table summarizes what each option includes, based on Incogni’s pricing page and plan help material.
| Plan | What it includes | Availability |
|---|---|---|
| Standard | Automated requests to covered public and private brokers | Not stated in the plan summary; confirm at checkout |
| Unlimited | Standard, plus custom removal requests for sites beyond the standard list, handled by privacy specialists | Not stated in the plan summary; confirm at checkout |
| Family | Covers up to five members | Not stated in the plan summary; confirm at checkout |
| Protect | Identity-protection benefits | Currently available only to eligible U.S. residents |
| Concierge | Additional concierge-style support | Currently available only to eligible U.S. residents |
Promotional first-year prices and renewal prices appear on the pricing page. They change and may vary by location, so check the checkout screen and renewal terms before you pay.
Duration matters more than many buyers expect. A one-month subscription may end before slower requests are resolved or before listings have had time to reappear. Incogni recommends year-round monitoring if you need continuing removals. Protect and Concierge add services, but those services do not show that broker removals work better than on Standard.
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- A good fit: you have listings across many people-search and data-broker sites and do not want to file and track each opt-out yourself.
- A good fit: you can commit to a subscription of several months, since slow brokers need time.
- Look at Unlimited: you need removal from specific sites that are not on the standard broker list.
- Check eligibility first: Protect and Concierge are limited to eligible U.S. residents, so confirm your status before paying for them.
- Consider manual opt-outs: if you have only a few listings on a handful of sites, you may be able to file those requests yourself at no cost.
How to check your own result
- Before you subscribe, search your name and past addresses on the sites you care about most. Record what you find so you have a baseline.
- Review the dashboard status for each broker. Pay attention to whether a request is completed, scheduled or suppressed.
- Check again after 30 days, the window used in the study, and after 45 days, the CCPA response period, since many brokers are still pending at those points.
- Search for your listings directly on the sites that matter most. If a broker shows a completed request but your listing is still visible, follow up through the dashboard or file a request yourself.
- Keep the subscription active while you monitor. Brokers can relist data after removal.
The Bottom Line
Incogni does the repetitive work of filing, tracking and resubmitting opt-out requests, and the one independent comparison places it at the top of four paid services over 30 days. That is a good reason to consider it if you have many exposed records. It is not a guarantee of permanent removal, and a real result takes months of monitoring, a check of each broker’s status, and attention to the plan that actually covers your listings.
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