Aura vs. Incogni

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Aura vs. Incogni comparison

Scan the table below to compare Aura and Incogni across key categories and see which service offers more of what you need.

*Monthly price for the Standard plan with Incogni and the Individual plan with Aura when billed annually.

The details in this comparison table were last verified using Aura’s and Incogni’s official websites and other publicly available information on September 23, 2026. Coverage figures are as published by each provider and may be counted using different methodologies.

Main differences between Aura and Incogni

You can get a pretty good idea from the table of how Aura and Incogni differ as services, but a few of those differences could use a little more explaining, especially if you’re sizing up Incogni as one of the Aura alternatives. So let’s get into the differences that do stand out:

• Scope of the service. Aura is more like a full identity protection suite that includes data removal as one feature among many others like credit monitoring, an antivirus, and a VPN. Incogni is a stand-alone data removal service designed specifically for finding and removing your exposed information, which shows in how much deeper its coverage goes.
• How far the coverage extends. Incogni can remove your information from over 420 sites — or more than 3,000 through custom removal requests. Its reach includes public and private data brokers, from people-search sites and risk mitigation services to marketing, recruitment, and financial databases. Aura covers over 425 sites, mainly people-search platforms and junk mailers, but it doesn’t let you make custom removal requests.
• International availability. Incogni operates in 35 countries and can invoke privacy laws like the GDPR and CCPA in its removal requests where they apply. You don’t get that same geographic reach with Aura — it’s available only in the U.S., so its data removal service won’t help you much if your data trail extends outside American borders.
• Testing to back the claims. Incogni’s data removal processes have been independently assessed by auditing firm Deloitte as part of a limited assurance engagement covering specific claims about its data removal practices. We did not find any comparable independent audit from Aura on its own data removal processes.

What personal data can Incogni and Aura remove? 

Incogni and Aura can remove personally identifiable data collected and sold by data brokers and people-search sites. While their coverage (which determines how thoroughly your data gets removed) doesn’t match up one for one, the type of data both services try to dig up and remove is similar, and it includes details such as:

• Full name and known aliases.
• Home address and address history.
• Phone numbers (current and past).
• Email addresses.
• Date of birth.
• Details about household members and relatives.
• Employment history.
• Property and asset records.
• Marketing and consumer profiling data.
• Social media profile links and other directory-style listings.
• Publicly aggregated personal information outside the categories above.

Known limitations: What these services won’t remove

Incogni and Aura can’t directly remove data from government databases, financial institutions, or social media platforms — except when that information has been republished by data brokers or third-party aggregators. Specific data points that you shouldn’t expect Incogni and Aura to remove include:

• Information from social media profiles.
• Posts, comments, photos, or other content you have shared on social media.
• Mentions of you in new articles or other media coverage.
• Personal information published on blogs and forums as well as on independent sites.
• Financial account details such as bank balances and transaction history.
• Credit reports and credit bureau records.
• Government-held records, including civil registry, tax, land, and legal records.
• Criminal records or court documents.
• Personal information stored in a company’s internal records that was never sold or shared with a data broker.

Comparing Aura and Incogni plans

Aura and Incogni both have more than one plan on offer, and (to nobody’s surprise) as you move up the tiers, you get more — like being able to bring more people under the subscription or unlock security features. But the most robust plan isn’t automatically the best one for you just because it “includes more.” What you should do is go over all of the plans to see which one matches what you actually want to get out of the service. So let’s put the plans on the table one by one and see what they actually get you.

Aura plans

Aura currently gives you four subscription plans to choose from, and you can get a good idea of what each one offers just from its name. Going from the lowest price to the highest, you have the Kids plan first, then Individual, Couple after that, and finally Family. Now, for what you actually get with each.

• Kids. Aura’s Kids plan is a good reminder that Aura is more of a digital security app than specifically a data removal service. The Kids plan is intended to give parents control over their children’s online activity. The plan includes features such as a day-and-night online activity overview, content filtering, screen-time limits, and cyberbullying and predator alerts for gaming. The Kids plan costs $10 per month when billed annually or $13 when billed monthly.
• Individual. The Individual plan is Aura’s entry plan into full identity protection, and it’s best for single users. Individual includes data removal, three-bureau credit monitoring, dark web monitoring, antivirus, a VPN, and identity theft insurance. The plan is priced at $12 a month with annual billing or $15 if you pay month to month.
• Couple. Aura’s Couple plan is essentially the Individual plan stretched to cover two adults, which makes it the natural pick for married people or those in a romantic partnership. It comes to $22 a month on an annual subscription and jumps to $29 if you choose to pay monthly, which works out cheaper than two separate Individual plans. With Couple, every feature is the same as in Individual, except the insurance now covers both people.
• Family. The step up to the Family plan is mostly about numbers. Family carries over the full identity protection suite from Individual and Couple but raises the household coverage to five adults, with no set limit on children or devices. It is also equipped with the parental controls from the Kids plan and has the highest identity theft insurance ceiling of the four. It’s the best plan for when you want to cover an entire household. The price for Family is $32 a month when you pay annually and $50 if you go month to month.

Incogni plans

Incogni’s plans are straightforward, given that Incogni is a stand-alone personal data removal service. Selection boils down to how many people you want covered and whether you want add-ons like custom removals or security features such as dark web monitoring. Incogni currently has five plans on offer:

• Standard. The Standard plan is Incogni’s bread and butter, and for a lot of people, it’s all they’ll ever need. It covers one person and puts Incogni’s whole automated removal engine to work, sending requests across its full list of more than 420 sites, and then monitors those sites in the event that your information resurfaces. Standard is priced at $7.99 a month with annual billing and $15.98 with monthly billing.
• Unlimited. Unlimited covers one person and has the same basis as Standard does, but it adds custom removal requests, which is a pretty significant add-on. That means if your information turns up on a site outside Incogni’s standard list, you will be able to flag it, and Incogni’s team will work to get it taken down, with no cap on how many requests you submit. It’s the plan worth considering if you’ve got a bigger online footprint than the standard list reaches, say, from a public-facing job. Unlimited costs $14.99 a month when billed annually and $29.98 if you choose to pay monthly.
• Family. Incogni’s Family plan takes every feature in Standard and opens it up to five people under one subscription. Every one of the five family members covered gets the same automated removals and the same recurring monitoring a solo Standard subscriber would, so the Family plan is really just the Standard plan scaled out to a household. Family costs $15.99 per month billed annually and $31.98 billed monthly. 
• Family Unlimited. Now, Family Unlimited is a loaded option. This plan combines both upgrades (Family and Unlimited) in one plan. With Family Unlimited, you get coverage for up to five people, as you would with the Family plan, plus the custom removal requests from Unlimited (available to everyone on the subscription). It makes the most sense for a household where more than one person has a wide online footprint. You’ll pay $22.99 a month for Family Unlimited with annual billing or $45.98 if you go month to month.
• Protect. Incogni’s Protect plan is the most comprehensive individual plan the service has to offer. It pairs data removal with a full set of identity theft protection features. So on top of every feature in Standard, the Protect plan adds dark web monitoring, credit monitoring, credit-freeze assistance, and identity theft insurance, the last of which is provided through Coveron. It’s the plan to choose if you want the data removal service as well as a way to recover, financially and practically, if identity theft ever happens. Protect is the priciest plan of the bunch at $20.74 a month billed annually, or $41.48 monthly, and it’s available to individuals in the U.S. only.

Which service is the better choice (and for whom)?

If it’s specifically your personal information you want scrubbed off the internet, then Incogni is the better choice. Incogni digs through more sites than Aura (over 420, or north of 3,000 once you factor in custom requests) and chases your data internationally — across 35 countries — when Aura only works for data in the States. Another big point in Incogni’s favor is that it had an independent auditing firm assess the claims it makes about its removal process. And there’s also the fact that Incogni comes in at less money each month.

Now, where Aura may be the better choice is if you’re looking for more all-around online identity protection. A single Aura subscription includes digital security tools and services such as credit monitoring, dark web monitoring, an antivirus, a VPN, and identity theft insurance — that is on top of the data broker removal service. That puts most, if not all, of your digital security setup in one place and gives you one app to manage it all from. If that kind of all-in-one setup is what you’d rather have, then Aura is better equipped to give you that. Also, if Incogni isn’t the only service you’re comparing Aura against, a comparison like Aura vs. LifeLock is worth a read as well.