DeleteMe vs Incogni vs Aura: Which Data Removal Service Actually Works?
Last Updated: February 26, 2026 | Testing Period: 5 Months | Services Tested: 3
Choosing the wrong data removal service can cost you money and leave your personal information exposed online. After 5 months of real-world testing with DeleteMe, Incogni, and Aura, I discovered something surprising: the service with the most removals isn't necessarily the best choice for everyone.
In this comprehensive comparison, I'll show you exactly what each service does, how many removals I got from each one, and most importantly—which one is right for your specific needs.
Our Recommendations After Testing:
Quick Results: The Numbers That Matter
(5 months)
(Ongoing)
(5 months)
by DeleteMe
⚠️ Important: Numbers Don't Tell the Full Story
Before you judge based on removal counts alone, understand this: each service takes a fundamentally different approach. The service with the most removals isn't automatically the best choice—it depends entirely on what you're trying to protect against.
Understanding What You're Actually Buying
Data Removal Services vs Identity Theft Protection
Before comparing features and prices, you need to understand a critical distinction:
Pure Data Removal Services (DeleteMe & Incogni):
- Single focus: Find and remove your personal information from people search sites and data brokers
- What they do: Keep your address, phone number, and personal details off sketchy websites
- What they don't do: Protect you if someone already stole your information or if a new breach happens
Full Identity Theft Protection (Aura):
- Comprehensive approach: Data removal PLUS active monitoring and protection
- What's included: Three-bureau credit monitoring, dark web alerts, financial account monitoring, VPN, antivirus, password manager
- The crucial difference: Up to $1 million in identity theft insurance (upgradable to $5 million)
- Why it matters: If someone already used your information to open accounts, Aura helps handle legal fees, lost wages, and account restoration
The Real Question You Should Ask
It's not "Which service removes more data?" It's "What happens if prevention fails?"
You can wipe your data from every broker today, but if someone already used that information to open a credit card in your name three months ago, DeleteMe and Incogni won't help you deal with that fraud. This is the fundamental difference that matters most.
Watch our complete video guide to choosing the best data broker removal in 2026
Service-by-Service Breakdown: Real Testing Results
Incogni: The Volume ChampionMost Removals
My Results: 213 removals over 5 months
Coverage: 420+ data broker sites, 1,000+ additional sites
Best For: Maximum removals at the lowest price
How Incogni Works
Incogni's strategy is straightforward: remove your information from as many data brokers as possible, as fast as possible. Their approach prioritizes volume and speed over manual verification.
What I Experienced
- Speed: First batch of removals appeared within 48 hours
- Total removals: 213 instances removed across 5 months
- Risk breakdown: Each removal categorized as low, medium, or high risk
- Dashboard transparency: Can see where your information was and threat level of each site
The Technology Behind Incogni
Incogni relies heavily on AI automation to scan and remove your data. This is why they achieve such high removal numbers—they cast the widest net possible and remove everything that might be you. The tradeoff: you're trusting their automated system.
✓ Advantages
- Highest removal count of all services tested
- Lowest cost per removal
- Fastest initial results (48 hours)
- Covers 420+ data brokers
- Risk level breakdown for each removal
- Best value for money
✗ Limitations
- Heavily automated with less human oversight
- No screenshots or proof of what was found
- Can't independently verify all removals
- Don't show what information sites actually had
- Must trust the dashboard claims
- Data removal only—no identity theft protection
Who Should Choose Incogni
Incogni is the clear winner if your primary goal is removing your data from as many brokers as possible while spending the least money. When volume and cost-effectiveness are your top priorities, Incogni delivers the best value.
30-day money-back guarantee
DeleteMe: The Human Oversight ApproachQuality Over Quantity
My Results: 13 removals from 1,959 listings reviewed over 5 months
Coverage: 850+ data brokers (highest number)
Best For: Those who want human review of every removal
How DeleteMe Works
DeleteMe takes the opposite approach from Incogni. Instead of automating everything to maximize removal counts, DeleteMe relies on real human oversight for every single request.
The Human Touch
- Dedicated privacy advisor: A real person (whose name appears on your reports) is assigned to your account
- Manual review: Humans review your scans, confirm which listings are legitimate, and decide what needs removal
- Quality focus: Catch things AI might miss, like when a listing mixes you up with someone else
- Precision over volume: Focus on genuine exposures instead of racking up removal numbers
Why My Numbers Were Low
Full transparency: I got only 13 removals with DeleteMe. However, this was after using Incogni first, and I'm already cautious with my information. DeleteMe reviewed 1,959 listings across brokers and other sites—they just determined that most didn't warrant removal.
✓ Advantages
- Real human reviewing every request
- Dedicated privacy advisor assigned
- Covers 850+ data brokers (most coverage)
- Focuses on high-risk, legitimate exposures
- Catches AI mistakes and false matches
- Quarterly rechecks included
✗ Limitations
- Significantly fewer removals in practice
- Most expensive option
- Requires annual billing commitment
- Less frequent rechecks (every 3 months vs continuous)
- Can't verify if human process actually catches more
- Data removal only—no identity theft protection
The Verification Problem
Here's the honest truth: while DeleteMe's human review sounds appealing, there's no way to independently verify that this process offers a real advantage over AI. You're paying more for human oversight, but measuring its actual benefit is difficult.
Who Should Choose DeleteMe
DeleteMe makes sense if you value human oversight and prefer verified, high-risk removals over automated volume. If you're willing to pay more for the peace of mind that comes with a real person reviewing your data, DeleteMe delivers that.
Free scan available • Annual billing required
Aura: Full Identity Theft Protection Ecosystem🏆 Top Pick
My Results: 40 removals (ongoing) from 140+ brokers
Coverage: Data removal PLUS comprehensive identity theft protection
Best For: True protection beyond just data removal
Why Aura Is Different
This is where the comparison fundamentally shifts. While DeleteMe and Incogni focus entirely on deleting your information from people search sites, Aura goes several steps further by actively monitoring, securing, and insuring your digital identity.
What's Included Beyond Data Removal
- Three-bureau credit monitoring: Real-time alerts from Experian, Equifax, and TransUnion
- Dark web scanning: Monitors if your information appears on dark web marketplaces
- Financial account monitoring: Alerts for suspicious activity across your accounts
- VPN protection: Secure your internet connection on public WiFi
- Antivirus software: Protect your devices from malware
- Password manager: Generate and store secure passwords
- Identity theft insurance: Up to $1 million coverage (easily upgradable to $5 million)
The Insurance Makes All the Difference
Here's what Aura's identity theft insurance actually covers:
- Legal fees for identity theft cases
- Lost wages if you need time off work to resolve identity theft
- Professional help restoring your accounts and credit
- Coverage for fraudulent charges and financial losses
The Reality Check
Removing your data from broker sites doesn't make you immune to identity theft. You can delete your information from every site today, but if it was already stolen in a breach three months ago, or if a new breach happens tomorrow, you're still exposed.
That's why Aura is my top pick. It's not just about data removal—it's a full identity theft protection suite designed to prevent AND respond to real-world identity theft.
Data Removal Performance
Aura has removed my information from about 40 data brokers so far. While this is fewer than Incogni's 213, Aura focuses on the highest-risk brokers while continuously expanding coverage. When I started testing, they covered 133 sites—now it's 140+ and growing.
✓ Advantages
- Comprehensive identity theft protection
- Three-bureau credit monitoring
- Dark web and financial account alerts
- Up to $5 million identity theft insurance
- VPN, antivirus, and password manager included
- Faster alerts than competitors
- Better customer service
- No feature paywalls
- Mid-range pricing with far more value
✗ Limitations
- Fewer data broker removals than Incogni
- More expensive than pure removal services (but includes far more)
- May be overkill if you only want data removal
Who Should Choose Aura
Aura is the clear winner for most people because it solves the fundamental problem: what happens when prevention fails? If someone steals your identity despite your best efforts, Aura helps you handle everything—legally, financially, and practically.
60-day money-back guarantee • Cancel anytime
Side-by-Side Comparison Table
| Feature | Incogni | DeleteMe | Aura |
|---|---|---|---|
| Removal Count (My Testing) | 213 removals | 13 removals | 40 removals |
| Data Brokers Covered | 420+ brokers | 850+ brokers | 140+ brokers |
| Removal Method | AI-automated | Human-reviewed | Automated + focused |
| First Results | 48 hours | 1-2 weeks | 1 week |
| Recheck Frequency | Continuous | Quarterly (3 months) | Continuous |
| Credit Monitoring | ✗ No | ✗ No | ✓ 3 bureaus |
| Dark Web Monitoring | ✗ No | ✗ No | ✓ Yes |
| Identity Theft Insurance | ✗ No | ✗ No | ✓ Up to $5M |
| VPN Included | ✗ No | ✗ No | ✓ Yes |
| Antivirus Included | ✗ No | ✗ No | ✓ Yes |
| Password Manager | ✗ No | ✗ No | ✓ Yes |
| Price Range | $$ (Lowest) | $$$ (Highest) | $$ (Mid-range) |
| Best For | Maximum removals, budget-conscious | Human oversight preference | Complete protection |
Pricing & Value Analysis
Cost Per Removal Breakdown
When you divide the annual cost by the number of removals I actually received, here's how they compare:
Value Beyond Numbers
While Incogni offers the lowest cost per removal, Aura delivers far more value overall. When you factor in credit monitoring, dark web scanning, VPN, antivirus, password manager, and up to $5 million in identity theft insurance, Aura's mid-range price becomes the best investment for comprehensive protection.
How Data Broker Removal Actually Works
The Process Explained
All three services follow a similar basic process, but differ in execution:
- Initial Scan: The service scans hundreds of data broker sites for your information
- Matching: They identify which listings actually belong to you (vs. someone with a similar name)
- Removal Request: They submit formal removal requests to each data broker
- Verification: They confirm the information was actually removed
- Monitoring: They continue checking for your information reappearing
Why Information Reappears
Data brokers constantly scrape new information from public records, social media, and other sources. Even after removal, your information can reappear, which is why continuous monitoring matters.
The Automation vs. Human Debate
While DeleteMe emphasizes human review, the reality is that all services—including DeleteMe—use AI and automation to some degree. The difference is how much they rely on manual verification:
- Incogni: Heavily automated with AI making most decisions
- DeleteMe: AI finds listings, humans review and approve removals
- Aura: Automated process focused on highest-risk brokers
Common Questions Answered
Can I just remove my information myself for free?
Technically yes, but practically no. Here's why:
- There are 400+ data broker sites—finding and submitting requests to each takes dozens of hours
- Each site has different removal processes and requirements
- Information reappears constantly, requiring ongoing monitoring
- Many sites make the removal process deliberately difficult
- You'd need to repeat this process every few months indefinitely
Most people who try DIY removal give up after removing themselves from 5-10 sites. These services exist because the scale of the problem makes manual removal impractical.
How long does it take to see results?
- Incogni: First removals within 48 hours, most complete within 30 days
- DeleteMe: Initial results in 1-2 weeks, full review cycle takes 3 months
- Aura: First removals within a week, ongoing process over several months
Will this stop ALL of my information from being online?
No. These services can't remove:
- Public records (court documents, property records, voter registration)
- News articles or press mentions
- Social media posts you've made
- Information you've voluntarily shared on websites
- Government databases
They focus on removing your information from data broker aggregation sites that compile and sell personal information.
Do I need to provide my personal information to use these services?
Yes. To find and remove your information, these services need to know what they're looking for. You'll typically need to provide:
- Full name (including any variations or maiden names)
- Current and past addresses
- Date of birth
- Email addresses and phone numbers
The irony isn't lost on anyone—you're giving your information to a service to remove it from other services. This is why choosing a reputable company with strong privacy practices matters.
What's the catch with free trials and money-back guarantees?
- Incogni: 30-day money-back guarantee, can cancel anytime
- DeleteMe: Free scan available, but requires annual commitment for service
- Aura: 60-day money-back guarantee, most generous refund period
My Final Recommendation
Choose Aura If You Want True Protection🏆 Best Overall
For most people, Aura is the clear winner. Here's why:
- Data removal is just one piece of identity theft protection
- You get comprehensive monitoring, insurance, and response services
- Better alerts and customer service than competitors
- Mid-range price delivers far more value
- Protects you from what happens AFTER your information is exposed
Choose Incogni If You Want Maximum RemovalsBest Value
Incogni makes sense if:
- You only care about data removal (not full identity protection)
- You want the most removals for the lowest price
- You're comfortable with automated processes
- Budget is your primary concern
Choose DeleteMe If You Value Human Oversight
DeleteMe is the right choice if:
- You want a real person reviewing your removals
- You prefer quality over quantity
- You're willing to pay more for manual verification
- You value the peace of mind from human oversight
Honest caveat: You'll get fewer removals at a higher cost, and there's no way to verify that the human process catches anything AI would miss.
The Bottom Line
All three services work when matched to the right priorities:
- Aura provides true identity theft protection, not just data removal
- Incogni delivers maximum removals for the lowest price
- DeleteMe offers human oversight, though the advantage is hard to verify
The Hard Truth About Data Removal
No service can completely erase your digital footprint. Data brokers are constantly scraping new information, breaches continue to happen, and public records remain accessible. These services reduce your exposure and make it harder for criminals to find your information, but they're not magic erasers.
That's why comprehensive protection like Aura offers—with monitoring, alerts, and insurance—provides better real-world security than data removal alone.
Ready to Protect Your Information?
Every service offers generous money-back guarantees, so you can test them risk-free. Based on five months of real-world testing, here's what I recommend:
- Start with Aura if you want comprehensive identity theft protection (my top pick for most people)
- Choose Incogni if you only need data removal and want maximum removals at the lowest cost
- Consider DeleteMe if human oversight is worth paying more for fewer removals
Use the exclusive discount links below to get the best available pricing. These links support this independent testing at no extra cost to you.