Incogni
Incogni is a consumer-facing personal data removal service that automates deletion requests to 420+ data brokers across 34 countries. Founded in 2021 by Surfshark, it offers subscription plans to individuals and families plus B2B services through Ironwall.
- Company typePrivate
- Founded2021
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Incogni does
Incogni is a consumer-facing personal data removal service that automates the submission and tracking of deletion requests to data brokers on behalf of individual and family subscribers. Founded in 2021 by Surfshark and headquartered in the Los Angeles area (with a registered office in Mission Viejo, California), the company operates across 34 countries and is structured as a subsidiary within the broader Surfshark group, with US contracting handled through Incogni Inc. (California, since October 2023) and legacy contracts under Surfshark B.V. (Netherlands).
The core product is a proprietary automated removal platform that uses internal machine learning models to scan people-search sites and data broker databases, match user records, and continuously submit, re-submit, and track deletion requests. The platform covers 420+ data brokers and 2,420+ data broker sites, with an Unlimited tier expanding coverage to 2,000+ additional sites via custom removals. An AI-powered Personal Risk Assessment entered beta in 2026 for Unlimited plan users. Incogni relies on regulatory frameworks (GDPR, CCPA, HIPAA, and others) to compel broker compliance, and its removal outcomes have been independently verified by Deloitte, which confirmed over 200 million successful removals.
Incogni monetizes through four subscription tiers (Standard $7.99/month, Unlimited $14.99/month, Family $15.99/month, Family Unlimited $22.99/month), with annual plans offering ~50% discounts. Go-to-market is primarily product-led growth through the Incogni website, supplemented by reseller partnerships with Surfshark (flagship, via the Surfshark One+ bundle) and NordVPN (core), affiliate/referral programs through Cello, and a B2B channel via the wholly-owned Ironwall (360Civic Inc.) sub-brand. The company employs 101-250 people, holds AICPA SOC certification, maintains a BBB A+ rating, and has received editorial recognition from PCMag, PCWorld, TechRadar, CNET, Cybernews, and Security.org.
Incogni firmographics
Firmographics- Name
- Incogni
- Legal name
- Incogni Inc.
- Website
- https://incogni.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Incogni is a consumer-facing personal data removal service that automates deletion requests to 420+ data brokers across 34 countries. Founded in 2021 by Surfshark, it offers subscription plans to individuals and families plus B2B services through Ironwall.
- Ownership category
- akta.pro rank
Incogni industry classification
Industry- Product category
- Personal Data Removal Service
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Secure Data Sanitization & Privacy Cleanup (Accounts/Permissions) (HSAFAGAL)
Keywords
Where Incogni is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Incogni business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Subscription Revenue: Recurring subscription revenue from four tiered plans (Standard, Unlimited, Family, Family Unlimited) billed monthly or annually. Annual plans offer significant discounts (up to 58% savings vs monthly). Family plans provide multi-user coverage with shared billing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard - Individual basic coverage |
| Subscription | Annual | Unlimited - Individual comprehensive coverage |
| Subscription | Monthly | Family - Multi-user basic coverage |
| Subscription | Annual | Family Unlimited - Multi-user comprehensive coverage |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Incogni product offering
Product offeringCore offering
Incogni is a subscription-based personal information removal service that scans 420+ data brokers and 2,420+ people search sites to identify where a user's personal data is exposed, then submits and re-submits automated removal requests under privacy regulations such as GDPR, CCPA, and HIPAA. The service continuously monitors and tracks removal progress, providing users with regular privacy reports and a dashboard.
Differentiator
Problem solved
Functional benefit
Brands
- Ironwall: Enterprise privacy protection solution for organizations, designed to protect employees from online exposure and targeted threats by removing personal information from data brokers and the searchable web.
Products and services
- Incogni Personal Data Removal Service
- Ironwall Enterprise Privacy Protection
Quantifiable outcome
- 245+ million removal requests processed successfully
- +2 more outcomes
Companies that use Incogni
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Incogni technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature3 records
Incogni partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- SurfsharkflagshipIncogni was launched by Surfshark in 2021 as a sister product to their VPN services. Surfshark serves as the primary reseller, offering Incogni subscriptions independently and bundled with the Surfshark One+ security suite. This partnership leverages Surfshark's established customer base and distribution network for customer acquisition.
- NordVPNcoreNordVPN offers Incogni as a bundled product or add-on to their VPN customers, providing an additional distribution channel beyond the direct Incogni website. This partnership expands market reach through NordVPN's customer ecosystem.
- CellominorCello is the partner for Incogni's refer-a-friend program, providing the infrastructure for referral marketing and affiliate tracking.
- Ironwall (360Civic Inc.)coreIronwall, operating as 360Civic Inc., serves as the B2B solution partner for Incogni, enabling enterprise and business customers to access Incogni's data removal services through corporate channels.
- DeloitteflagshipDeloitte provides independent verification of Incogni's removal statistics, confirming over 200 million successful data removals. This third-party validation enhances credibility and trust in Incogni's service claims, differentiating it from competitors without independent verification.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Incogni competitors and assessment
Company assessmentBroad incumbents
- Norton LifeLock (Gen Digital): Norton offers Privacy Monitor / data broker removal features within its broader identity protection and security suite, representing a large incumbent with overlapping functionality bundled into a much wider portfolio.
- NordVPN (Nord Security): NordVPN resells Incogni to its customer base while also offering its own broader privacy/security suite, making it both a channel partner and a broader incumbent in adjacent privacy services.
- Surfshark: Surfshark is Incogni's parent company and offers Incogni as part of Surfshark One+; as a broader cybersecurity/privacy incumbent, it represents the bundled-distribution and adjacent competitor dynamic.
- IDX (Identity Guard / ZeroFox): IDX provides identity protection and privacy services including data broker removal capabilities as part of a broader identity and breach-response platform, comparable on the privacy feature dimension.
- Reputation Defender: Reputation Defender provides personal data removal and online reputation services with a longer history in the privacy space, overlapping with Incogni's core use cases but with a more bespoke/enterprise service model.
Direct peers
- DeleteMe: DeleteMe is a direct competitor offering subscription-based removal of personal information from data brokers and people-search sites for both consumers and businesses. It is the most established direct peer in the same core category as Incogni.
- Optery: Optery provides automated personal data removal from data brokers with both self-service and concierge tiers, competing head-to-head with Incogni on broker coverage, automation, and consumer pricing.
- Privacy Duck: Privacy Duck is a smaller direct competitor offering opt-out and removal services for personal data exposed on data broker and people-search websites, overlapping with Incogni's core offering.
- OneRep: OneRep offers automated removal of personal information from data broker sites, targeting consumers concerned about privacy and doxxing. It is a direct competitor with comparable subscription-based service.
Emerging players
- Kanary: Kanary is an emerging consumer-focused automated data removal service with meaningful overlap in broker coverage and automation, representing a newer entrant competing for the same privacy-conscious consumer segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Incogni social profiles
Digital presenceIncogni financial estimates
Financial estimateRevenue estimate
Valuation estimate
Incogni leadership team
Management profileNumber of profiles
Incogni subsidiaries and ownership
Company hierarchySubsidiaries1 record
Incogni funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Incogni M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Incogni
What does Incogni do?
Incogni is a subscription-based personal information removal service that scans 420+ data brokers and 2,420+ people search sites to identify where a user's personal data is exposed, then submits and re-submits automated removal requests under privacy regulations such as GDPR, CCPA, and HIPAA. The service continuously monitors and tracks removal progress, providing users with regular privacy reports and a dashboard.
Is Incogni a public or private company?
Incogni is a private company. It is classified as corporate owned and is currently operating.
When was Incogni founded?
Incogni was founded in 2021. It employs 11 to 50 people.
Where is Incogni based?
Incogni is headquartered in Los Angeles, United States, in the North America region.
How does Incogni make money?
One revenue line is on record: subscription Revenue.
Who are Incogni's main competitors?
Broad incumbents on record are Norton LifeLock (Gen Digital), NordVPN (Nord Security), Surfshark, IDX (Identity Guard / ZeroFox) and Reputation Defender. Direct peers are DeleteMe, Optery, Privacy Duck and OneRep. Kanary is listed as an emerging player.
Does Incogni have an API?
No public API is recorded for Incogni.
What industry is Incogni in?
Incogni's product category is Personal Data Removal Service. Its primary akta.pro industry code is HSAFAGAL, Secure Data Sanitization & Privacy Cleanup (Accounts/Permissions). Its NAICS code is 5182 and its SIC code is 7372.