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The short answer
For most founders and investors, Optery is the better pick if you want to see proof: its Extended and Ultimate plans include before-and-after screenshot reports and a human privacy agent. Incogni is simpler to run, and its automated tier covers more brokers per dollar (420+ for $95.88 a year, versus Optery Core's 380+ for $39 a year with a one-name limit). If you live in California, file the free state DROP request first, whichever service you choose.
What they are, and who they're for
Both are subscription services that send opt-out and deletion requests to data brokers and people-search sites for you, then repeat them when your profile comes back.
Optery
Independent, founded in 2020 (Optery). Four plans, from a permanent Free Basic tier to Ultimate at $249 a year. Optery says its Ultimate customers include “venture capitalists, entrepreneurs, business owners” (Optery pricing).
Incogni
Created within Surfshark, starting in September 2021, and today part of one group with NordVPN. It is SOC 2 Type II audited (Incogni). It covers 420+ data broker sites on every plan (Incogni pricing).
- - Founders and partners whose names show up in funding announcements, press, and SEC Form D filings. People who look you up for business can also find your home address on people-search sites.
- - Executives who want to make spear-phishing and wire-fraud pretexts harder to build.
- - Firms buying coverage for a team. Optery has a separate business product with admin exports (an April 28, 2026 update added CSV exports of removal status for organization members) (Optery product updates). Incogni also sells a business tier.
Pricing (checked November 7, 2026)
| Plan | Monthly billing | Annual billing | Coverage stated |
|---|---|---|---|
| Optery Free Basic | $0 | $0 | Exposure scan + self-service tools |
| Optery Core | $3.99/mo | $3.25/mo ($39/yr) | 380+ sites (150+ without Expanded Reach), 1 name |
| Optery Extended | $14.99/mo | $12.42/mo ($149/yr) | 555+ sites (330+ without Expanded Reach) |
| Optery Ultimate | $24.99/mo | $20.70/mo ($249/yr) | 625+ sites (400+ without Expanded Reach), plus custom removals |
| Incogni Standard | $15.98/mo | $7.99/mo ($95.88/yr) | 420+ brokers |
| Incogni Unlimited | See note below | $14.99/mo ($179.88/yr) | 420+ brokers + unlimited custom removals |
| Incogni Family (5 people) | See note below | $15.99/mo ($191.88/yr) | 420+ brokers |
| Incogni Family Unlimited (5 people) | See note below | $22.99/mo ($275.88/yr) | 420+ brokers + custom removals |
Note: Incogni doesn't show monthly-billing prices for its Unlimited and Family plans as text. See current pricing on Incogni's site.
Sources: Optery pricing, Incogni pricing. Both offer a 30-day money-back guarantee. Optery saves 17% on yearly billing; Incogni's annual billing saves 50%.
Side-by-Side Comparison
| Feature | Optery | Incogni |
|---|---|---|
| Entry price (annual) | $39/yr (Core) | $95.88/yr (Standard) |
| Free option | Free Basic plan with exposure report and DIY tools | Free Exposure Scanner (scan only) |
| Proof of removal | Screenshot removals report every ~90 days on Extended/Ultimate | Status dashboard and monthly progress reports, no screenshots |
| Human help | Privacy Agent on Extended/Ultimate | Privacy specialists on Unlimited plans (custom removals) |
| Family | Unlimited members, discount up to 30% | Family plans for up to 5 members |
| Independent verification | SOC 2 Type 2 | SOC 2 Type II plus a Deloitte assurance review |
| Ownership | Independent, founded 2020 | Built inside Surfshark; same group as NordVPN |
Sources: Optery pricing, Optery Family, Incogni pricing, Incogni about, PCMag Incogni review.
Strengths
Optery shows its work
PCMag reports that Optery's report shows “a screenshot of your actual profile data on the site,” and that the later Removals Report adds a second screenshot showing the listing is gone (PCMag).
Optery's free tier is useful on its own
PCMag lists “Free tier offers detailed DIY data removal steps” as a pro.
Incogni has been audited
PCMag says Deloitte verified Incogni's broker count, its repeated removal requests, and its claim that it never sells user data (PCMag).
Incogni is hands-off
The Standard plan handles opt-outs “from every public and private data broker covered by Incogni,” including private brokers that can't be scanned. For those, Incogni sends requests based on your region (Incogni).
Limitations
Optery's cheap tier is narrow
Core is limited to “1 name and city and state,” has no human agent, and its site count drops to 150+ unless you enable Expanded Reach (Optery pricing).
On Optery's lower tiers you will still do some work yourself
PCMag: “Unless you choose the very top tier, Ultimate, you may still wind up sending and tracking some opt-out requests manually.”
Incogni's monthly plan costs double
Annual billing saves 50%, and Incogni warns that some requests “take over 30 days to process,” so a one-month subscription can leave removals unfinished.
Incogni's free scan is a sales funnel
PCMag says it “doesn't link to DIY removal guides.”
Neither service is instant
Incogni says some brokers comply “within hours, others take weeks.”
Alternatives and when to pick them
- - California DROP (free). If you're a California resident, one request reaches “over 600 registered data brokers,” and brokers began processing on August 1, 2026 (California DROP). It doesn't cover unregistered people-search sites, so pair it with a paid service if you need broader coverage.
- - DeleteMe. The oldest name in the category, with human-reviewed reports. PCMag lists it at $129 a year and up (PCMag).
- - EasyOptOuts. The budget pick at $19.99 a year (EasyOptOuts).
Final Verdict
Pick Optery if you want screenshots as evidence, need to remove several name variations or past addresses (Extended and up), want your home blurred on Google and Apple Maps, or need to cover a large household.
Pick Incogni if you want one annual payment for broad automated coverage with no setup, value third-party audit evidence, or already use Surfshark or NordVPN products.
Frequently asked questions
Is Optery cheaper than Incogni?
At the entry level, yes: Optery Core is $39 a year and Incogni Standard is $95.88 a year. But Core covers one name and has no human agent. Optery Extended ($149 a year) is the closer match to Incogni Standard.
Does Incogni have a family plan?
Yes. Family ($191.88 a year) and Family Unlimited ($275.88 a year) each cover up to 5 members.
Does either service have a free version?
Optery has a permanent Free Basic plan with an exposure report and self-service removal tools. Incogni has a free Exposure Scanner, but removals require a paid plan.
Related Comparisons & Reviews
Read the full Optery review. Also see Optery vs DeleteMe for another major comparison in this space. Learn more about protecting your digital footprint in the guide to removing personal data.