Incogni vs. Optery: Best Data Broker Removal Service in 2026

calendar May 19, 2026 · 4 min read · opt out data brokers privacy  ·
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Why Automated Removal Services Exist

Opting out of data brokers manually is theoretically possible. In practice, there are over 500 active data broker companies in the U.S. per the Privacy Rights Clearinghouse's database — each with its own opt-out form, identity verification step, and re-addition cycle. Data brokers routinely re-add individuals to their databases as new public records or purchase data flows in. A manual opt-out from six months ago may be invalid today.

Automated removal services solve the re-addition problem by monitoring broker databases and re-submitting opt-out requests on a schedule. Incogni and Optery are the two most-used services in this category. They differ in price structure, broker coverage, and how much visibility they give you into the removal process.

Head-to-head comparison

FeatureIncogniOptery
Pricing$6.49/mo (annual) / $12.99/moFree tier / $3.99–$16.99/mo
Brokers covered180+200+
Free tierNoYes (manual opt-out links only)
AutomationFully automatedPaid tiers only
Re-submissionYes, continuousYes, on paid tiers
Progress dashboardBasic status viewDetailed per-broker tracking
Parent companySurfshark (NordSecurity)Independent
Best forSet-and-forget; existing VPN subscribersBudget-conscious; transparency-focused

Incogni

Incogni is a product of Surfshark, the VPN company owned by NordSecurity. It targets 180+ data brokers across four categories: people-search sites, marketing data companies, recruitment data firms, and financial data brokers. After you sign up and provide identifying information (name, address, date of birth), Incogni generates and submits opt-out requests automatically.

The service reports removal status in a dashboard organized by broker. Processing times vary by broker — some comply within days, others take the statutory 45-day maximum under state privacy laws. Incogni re-submits to brokers that re-add your data, which is the key function that makes it worth paying for versus a one-time manual pass.

Incogni has no free tier. At $6.49/mo on an annual plan ($77.88/year), it is the more expensive option for users who want to start small or verify broker coverage before committing.

Existing Surfshark or NordVPN subscribers sometimes receive bundled pricing; check your subscription portal before purchasing separately.

Optery

Optery covers 200+ data brokers and offers a free tier that provides manual opt-out links for each broker in its database — you get the link, you submit the request yourself. The paid tiers ($3.99–$16.99/mo depending on broker count and automation level) handle submissions automatically and re-submit on a quarterly schedule.

The standout feature is transparency. Optery's dashboard shows before-and-after screenshots of your data on each broker's site, so you can see exactly what was found and confirm it has been removed. This is more detailed than Incogni's status view and useful for anyone who wants to verify removal rather than take the service's word for it.

The free tier is a legitimate starting point: it gives you a map of which brokers have your data and lets you decide whether to pay for automation or work through the list manually.

Which to use

Use Incogni if: you want full automation with minimal ongoing involvement, you already subscribe to Surfshark or Nord products, or you prefer a single flat price without a tiered decision.

Use Optery if: you want a free starting point, you want to see exactly which brokers have your data and verify removal with screenshots, or you want to scale spending incrementally from free to paid as you assess value.

Either service outperforms manual opt-outs for anyone dealing with more than 20–30 brokers, because the re-submission cycle alone justifies the cost within a few months.

Both services complement — not replace — upstream opt-outs. If you have not already registered with DMAchoice and OptOutPrescreen, do that first; those suppress the data that feeds broker databases.

References

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