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Incogni is a subscription-based, automated personal information removal service that offers to help users get their personal data removed from data brokers and other companies that may store such data. [1] Incogni was developed in 2021 by Surfshark, a company primarily known for its VPN service. The service’s servers are located in Germany. [2]
Incogni acts as a privacy proxy, sending data-removal requests to a wide range of data brokers on behalf of its users. [3] Its main purpose is to delete personal information, such as email addresses, names, addresses and phone numbers from the databases of such brokers. [4] The service is fully automated, requiring little-to-no interaction from users after the initial setup. [5] As of April 2025, Incogni covered about 200 data brokers. [6]
Incogni is more likely to be effective in regions with effective data protection legislation in place, such as the United States, Canada, the European Union, the United Kingdom, Norway, Liechtenstein and Switzerland. These regions require compliance with key data protection regulations, such as the GDPR, the CCPA and PIPEDA. [7] [8] [9]
Since its inception, Incogni has received generally positive reviews,[ citation needed ] with critics praising it for its simplicity, efficiency in sending data-removal requests, and automated functionality. [10] [11]
The service has received positive reviews from TechRadar on account of its "reasonable price" and "decent array of features" and from Comparitech on account of its "simple signup process", the fact that it "handles multiple official data removal requests on your behalf" and "provides you with visibility into data brokers’ responses". [12] [13]
Noted limitations include the relatively small number of relevant data brokers compared to the massive data-brokerage industry, and that it does not confirm whether or not data brokers comply with requests for data removal. [14] The lack of a free trial or free version has also been mentioned as a drawback, although Incogni does offer a 30-day, money-back guarantee. [15]
