If you've spent an afternoon trying to remove your information from one data broker site and thought "there has to be a better way" — you're right, there is. The catch is that "better" comes at a cost, and not all data removal services deliver equal value.
We've spent significant time analyzing Incogni, DeleteMe, and Optery — the three services that dominate this market. Here's the unfiltered version.
The Short Version
- Incogni — Best overall value if you want set-it-and-forget-it coverage across the largest broker list at the lowest annual price
- DeleteMe — Best for people who want detailed removal reports and manual human verification
- Optery — Best for people who want to start free and pay only for what they need
What These Services Actually Do
Before comparing them, it helps to understand what "data removal" means in practice. Every service follows the same basic loop:
- You provide your name, address(es), date of birth, and email
- The service scans its list of data broker sites to find your records
- It submits opt-out requests on your behalf
- It monitors for your data reappearing and re-submits as needed
None of these services can delete your data from every database on the internet. They work with their curated list of sites that accept opt-out requests. The bigger the list, the more complete the coverage.
Incogni
Incogni is operated by Surfshark, the VPN company. It launched in 2021 and has grown to cover over 180 data broker sites — the largest list among the three services we're comparing.
Pricing: $7.49/month billed annually ($89.88/year). Monthly billing is available at $13.49/month but is a significant premium for what you get.
What works well: Incogni's automated approach means it runs continuously without you doing anything. It handles GDPR-based removal requests for European data sources, which other services often skip. The dashboard shows you exactly which brokers have been contacted, which removals are complete, and which are in progress.
What's limited: No manual review by humans — everything is automated. Some removals fail silently (Incogni marks them as "in progress" indefinitely rather than flagging them as failed). The dashboard can also be overwhelming — 180+ active removal requests looks impressive but is harder to parse than a simple "here's what's still visible about you."
Bottom line: Best price per broker covered. Good for people who want systematic coverage and don't need hand-holding through the process.
DeleteMe
DeleteMe has been around since 2011, making it the oldest service in this comparison. It covers around 750 data broker sites (though the coverage is tiered — basic plans don't get access to all of them) and differentiates itself with human-reviewed removals and detailed PDF reports.
Pricing: $129/year for an individual, $229/year for two people. No monthly option on the base plan.
What works well: The quarterly PDF reports are genuinely useful — they show you before/after screenshots of your listings and document exactly what was removed. If you ever need to verify your data removal (for legal or professional reasons), DeleteMe's reports are the most credible documentation available. Human review also catches edge cases that automated systems miss.
What's limited: The most expensive option by a significant margin. Coverage gaps exist at the lower tiers. The human review process also means removals take longer — typically 7 days versus 1-3 days for automated services.
Bottom line: Best for people who want documented proof of removals or who have specific high-risk situations (stalking, domestic abuse, executive exposure) where thoroughness matters more than cost.
Optery
Optery takes a freemium approach: they offer a free scan that shows you which sites have your data, then charge per removal or as an ongoing subscription. This makes it the most transparent option upfront — you can see the problem before paying to fix it.
Pricing: Free scan + $3.99/month for core removals (50 sites), $14.99/month for extended (130+ sites). Annual discounts available.
What works well: The free scan is genuinely useful even if you don't subscribe — you get a clear picture of your exposure. The tiered pricing means you're not paying for broker coverage you don't need. Optery also shows you screenshot evidence that removals completed, which builds trust.
What's limited: Getting comprehensive coverage requires the most expensive tier, which ends up competitive with Incogni but with fewer total brokers covered. The UI is more complex than the competitors, which can make it harder to understand your actual risk reduction.
Bottom line: Best for people who want to understand their exposure before committing money, or who want to pay per removal rather than subscribe.
Side-by-Side Comparison
| Feature | Incogni | DeleteMe | Optery |
|---|---|---|---|
| Annual price | $89.88 | $129 | $47.88–$179.88 |
| Brokers covered | 180+ | 750+ (tiered) | 50–130+ |
| Free option | No | No | Yes (scan only) |
| Manual review | No | Yes | No |
| Removal reports | Dashboard | PDF quarterly | Screenshots |
| GDPR support | Yes | Partial | Limited |
What None of Them Cover
Data removal services work with sites that accept opt-out requests. A significant portion of data leakage comes from sources that don't:
- Google search results (you need to request removal separately via Google's tools)
- Social media platforms (Facebook, LinkedIn, etc. — requires manual account management)
- News articles and public records documents
- Government databases (voter rolls, court records, property records)
- International data brokers outside the service's covered list
No subscription service eliminates your entire digital footprint. They reduce it meaningfully — which is genuinely valuable — but "complete removal" isn't a claim any honest service makes.
Our Recommendation
For most people: Incogni. It covers the most brokers at the lowest price, runs continuously, and requires zero ongoing effort after setup. If the $89/year feels like too much without proof it works, use Optery's free scan first to see your actual exposure — then decide whether the subscription cost is worth it based on what you find.
If you're in a high-risk situation — a public figure, someone being stalked, or someone with professional reasons to minimize their online footprint — spend the extra money on DeleteMe for the documented removals and human verification.