DeleteMe vs Incogni vs Aura: Price and Features Compared

DeleteMe, Incogni, and Aura all promise to scrub your name, address, phone number, and other details off data-broker and people-search sites, but they are built for different buyers. Incogni is the cheapest pure data-removal subscription, starting at $7.99 a month for automated opt-outs from 420+ brokers. DeleteMe is the most hands-on, pairing automation with a human privacy advisor for $129 a year, billed annually only. Aura is not really a data-removal tool first — it is a full identity-protection suite (credit monitoring, dark-web alerts, $1 million-plus insurance, VPN) that happens to include broker removal from 425+ sites, starting around $12 a month. Here is exactly what you get for the money, verified against each company's current pricing pages.

What DeleteMe, Incogni, and Aura Actually Do

All three target the same underlying problem: data brokers and "people-search" sites (think Spokeo, Whitepages, MyLife, FastPeopleSearch) that scrape public records and resell your name, current and past addresses, phone numbers, relatives, and sometimes photos of your home. DeleteMe and Incogni are purpose-built opt-out services — their entire product is finding your listings and filing removal requests, then re-checking on a recurring basis because brokers republish scraped data. Aura folds the same kind of removal into a broader identity-protection subscription that also covers credit monitoring across all three bureaus, dark-web and Social Security number monitoring, antivirus, a VPN, and a password manager, plus identity-theft insurance that reimburses stolen funds and recovery costs.

That distinction matters for the comparison: if all you want is your listings scrubbed from broker sites, Incogni and DeleteMe are the more direct (and usually cheaper, per feature) purchase. If you want removal as one line item inside a bigger "watch my identity" product, Aura is the one built that way. For background on the category this guide sits in, see our explainer on how to opt out of data brokers and people-search sites yourself for free, and our separate comparison of LifeLock vs. Aura vs. Identity Guard if credit-monitoring features matter more to you than removal alone.

Pricing Compared

DeleteMe sells annual plans only — there is no monthly or one-time option. Per DeleteMe's own plan guide, the Standard plan is $129/year for one person, with discounted multi-person tiers; current pricing lists $229/year for two people and roughly $329/year for a four-person family plan. That works out to about $10.75/month for a single user, paid as one annual charge.

Incogni bills monthly or annually and has four tiers. Standard is $7.99/month ($95.88 billed annually) for one person and automated removal from 420+ data brokers. Unlimited is $14.99/month ($179.88/year) and adds unlimited custom removal requests across 3,000+ additional sites plus live phone support. Family and Family Unlimited plans (up to five people) run $15.99/month and $22.99/month respectively. Incogni frequently discounts these at checkout, so treat the listed price as the ceiling, not the floor.

Aura prices by household size rather than by removal volume. The Individual plan is $12/month billed annually (or $15/month paid monthly) and covers one adult and 10 devices. Couple is $22/month annually ($29/month) for two adults and 20 devices. Family is $32/month annually ($50/month) for up to five adults plus unlimited children and devices. All three Aura tiers include data removal, credit monitoring, dark-web scanning, VPN, antivirus, and a password manager — the price difference is about how many people and devices are covered, not which features you get.

Run the annual math side by side and the gap narrows more than the headline monthly prices suggest. A single person paying Incogni's Standard rate spends $95.88 a year; the same person on DeleteMe's cheapest plan spends $129; on Aura's Individual plan, billed annually, it is $144. Incogni Unlimited lands at $179.88 a year for a much larger pool of custom-removal sites and phone support. None of the three is dramatically cheaper once you annualize them — the real differences are in what that money buys beyond the base removal service.

How Many Sites Each One Covers

This is the number that varies most depending on which page you read, so it is worth being precise. DeleteMe's own help center describes the Standard plan as removing listings from "over 30 top data broker sites," while the company's broader marketing references a much larger internal database it draws custom removals from; the practical takeaway is that DeleteMe's advertised totals and its actively-worked list are not the same number, and the smaller figure is the more honest expectation for a base plan. Incogni is explicit: 420+ brokers are covered automatically on every plan, and Unlimited adds submission to 3,000+ further sites on request. Aura advertises 425+ data brokers, people-search sites, and "junk-mailer" lists across every tier, with no automated/custom split — it is a flat number regardless of which plan you buy.

None of the three publish a guaranteed success rate for any individual site, and all three note that brokers can and do relist your information after an initial removal, which is why recurring monitoring (not a one-time scrub) is the actual product in every case.

Automated vs. Human-Assisted Removal

Incogni's core plan and Aura's removal engine are both fully automated: you submit your details once, the software files and re-files opt-out requests on a schedule, and you get a periodic report. Incogni's Unlimited tier is the one exception on that side — its custom removal requests are handled by what the company calls "privacy specialists," reachable by live phone support, for sites its automation cannot process on its own.

DeleteMe is built around the opposite default: every plan assigns a named privacy advisor who actually works your custom removal requests, in addition to its automated baseline. That is the main reason DeleteMe costs more per site covered than Incogni Standard — you are paying in part for a person, not just software, especially for trickier listings (public records aggregators, data broker subsidiaries that rotate names) that resist automated opt-out forms.

Credit Monitoring, Insurance, and Other Bundled Features

This is where Aura separates itself most clearly from the other two. Neither DeleteMe nor Incogni monitors your credit or carries identity-theft insurance — they are removal services, full stop. Aura's Individual plan adds three-bureau credit monitoring, dark-web and Social Security number monitoring, a VPN, antivirus software, a password manager, and identity-theft insurance starting at $1 million for a single adult, rising to $2 million on the Couple plan and $5 million on the Family plan. The insurance is specifically positioned to reimburse stolen funds and the cost of recovering your identity after fraud, not just to pay for monitoring software.

If you already pay for a password manager and a VPN separately — our 1Password vs. Dashlane comparison covers that decision on its own — Aura's bundle may be redundant rather than a bargain. But if you have none of those tools yet and were going to buy a credit-monitoring or identity-theft product anyway, folding data removal into that same $12/month subscription is cheaper than buying DeleteMe or Incogni on top of a separate monitoring service.

Trial Periods, Guarantees, and Cancellation

Aura offers a 14-day free trial on new sign-ups and a 60-day money-back guarantee on annual plans, giving you two full months to decide the bundle is worth it before you are locked in. Incogni backs every plan — monthly or annual — with a 30-day money-back guarantee, and because it also offers month-to-month billing, you can cancel after a single cycle with no annual commitment at all. DeleteMe is the strictest of the three on this point: it sells annual plans only, with no monthly option, so a cancellation mid-year does not typically prorate down to a partial refund the way a monthly subscription would. That makes DeleteMe the higher-commitment purchase of the three, which is worth weighing against its advisor-assisted removal before you buy a full year up front.

Which One Should You Choose

If your only goal is getting off broker and people-search sites as cheaply as possible, Incogni Standard at $7.99/month covers the most ground per dollar, with 420+ automated removals and no annual lock-in. If you have already tried automated opt-outs and keep hitting sites that will not budge, or you would rather a person handle the awkward cases, DeleteMe's annual plan and dedicated advisor justify the higher per-site cost. If you want removal bundled with the things a broader identity-theft plan covers — credit monitoring, a VPN, antivirus, a password manager, and insurance that reimburses stolen funds — Aura is the only one of the three built that way, and at $12/month it is priced close to DeleteMe's annual plan once you divide by twelve. Families juggling multiple people's data exposure should compare Aura's Family tier directly against DeleteMe's four-person plan and Incogni's Family Unlimited plan, since all three now offer multi-person pricing but structure it differently (per-adult insurance limits for Aura, flat per-plan pricing for DeleteMe and Incogni).

For a wider identity-monitoring comparison that puts Aura up against two other full-suite competitors, see LifeLock vs. Aura vs. Identity Guard: Prices and Features Compared. If you manage the logins for whichever service you pick, pairing it with a dedicated manager is worth a look too — our 1Password vs. Dashlane comparison covers that market.

What to Do Next

Before paying for any of these, it is worth spending twenty minutes doing a handful of opt-outs yourself on the largest broker sites to see how tedious the process actually is for you — our guide to opting out of data brokers and people-search sites manually walks through exactly that. If the volume is overwhelming or you want it handled on autopilot, start with whichever plan matches your priority: Incogni Standard for the lowest cost per site, DeleteMe for a human advisor on an annual plan, or Aura if you want removal folded into a credit-monitoring and insurance package. None of the three claims a one-time fix is possible — brokers continually re-scrape public records, so ongoing monitoring (not a single opt-out pass) is what you are actually paying for in every plan above. Confirm current pricing on each company's own pricing page before you check out, since all three adjust tiers and promotional discounts fairly often.

Written bySana Qureshi

Sana Qureshi runs the security and privacy desk. She reports on actively exploited vulnerabilities, vendor patches and data breaches, and covers the password managers, VPNs and authentication tools readers use to protect themselves. Her alerts cite vendor advisories, CISA and the CVE record directly.

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