Incogni

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.

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

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

• Personal data removal
• Data broker opt-out
• Privacy protection service
• Automated PII removal
• Consumer privacy solution

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• SurfsharkflagshipChannel Partner/ Reseller/ Distributor · 1 January 2021Incogni 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.
• NordVPNcoreChannel Partner/ Reseller/ DistributorNordVPN 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.
• CellominorGTM or Marketing PartnerCello is the partner for Incogni's refer-a-friend program, providing the infrastructure for referral marketing and affiliate tracking.
• Ironwall (360Civic Inc.)coreChannel Partner/ Reseller/ DistributorIronwall, 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.
• DeloitteflagshipStrategic or Co-development PartnerDeloitte 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

Broad 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

• Xx.com/incogni_com
• YouTubeyoutube.com/channel/UCqEmSh3izxJttHsJ6WfgxhQ
• LinkedInlinkedin.com/company/incogni

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Incogni