Yorba

What Yorba does

Yorba is a Public Benefit Corporation founded in 2020 and headquartered in Lisbon and New York that operates a digital footprint management platform for individual consumers, freelancers, and small businesses. The platform connects to users' email accounts (Gmail, Outlook, Hotmail, MSN, Live) via OAuth and to bank accounts via Plaid to scan, infer, and catalog online accounts, subscriptions, mailing lists, and data breaches. Proprietary algorithms analyze inbox data to identify account existence, evaluate email frequency and open rates to surface smart unsubscribe suggestions, and assess terms of service and privacy policies to assign Privacy Grades (A–F) to accounts. Delete Desk, a free standalone directory with over 10,000 records covering ~75% of website traffic, provides step-by-step account deletion instructions and serves as a top-of-funnel content asset.

The company operates on a freemium B2C subscription model. The free Basic tier offers unlimited inbox connections, an initial scan with three months of history, and up to five unsubscribes per month. The Premium tier is priced at $6/month (or $50/year, ~$4.17/month equivalent) and unlocks unlimited unsubscribes, bank-connected subscription tracking, active breach monitoring, deep scan history (up to 20 years), smart deletion suggestions, and human agent-supported deletion/cancellation services. Distribution is entirely self-serve and product-led via web and mobile app, supported by an organic content engine (YorBlog), an annual State of Clutter research report, a referral program (Share & Earn, capped at $250 per referred user), and earned media. Subscription tracking is available in the US, Canada, and EU; Yorba reports members in 146 countries, 40M+ emails scanned per month, and 30,000+ completed account and data deletion requests. Yorba is independently and self-funded, with no external institutional investment disclosed, operating under the Ruca umbrella as a "Ruca Jam."

Name

Yorba

Legal name

Yorba Public Benefit Corporation

Website

https://yorba.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Yorba is a self-funded Public Benefit Corporation offering a digital footprint management platform that scans users' email and bank accounts to discover, manage, monitor, and delete online subscriptions, accounts, mailing lists, and data breach exposure, primarily serving privacy-conscious consumers, freelancers, and small businesses.

Ownership category

akta.pro rank

Product category

Digital Footprint Management

NAICS

Web Search Portals and All Other Information Services (519290)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Hoarding Support & Extreme Clutter Organization (HSAFAAAL)

Keywords

• Digital footprint management
• Subscription tracking
• Email unsubscribe
• Account deletion
• Data breach monitoring

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium Subscription: Yorba generates revenue primarily through a subscription model. Premium membership (required for unlimited unsubscribes, bank connection for subscription tracking, active monitoring, smart deletion suggestions, deep scan history up to 20 years, and agent-supported deletion) is priced at $6/month when billed monthly or $50/year ($4.17/month equivalent) when billed annually. The free Basic/Guest tier provides limited functionality with up to 5 unsubscribes per month and manual account deletion.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Yorba is a SaaS platform that scans a user's connected email inboxes (Gmail, Outlook) and payment methods (via Plaid) to discover, manage, and help delete online accounts, mailing lists, subscriptions, and data-breach exposures. The platform combines email cleanup, account deletion, subscription tracking, breach monitoring, privacy grade analysis, and human agent-supported deletion behind a freemium subscription.

Product overview

Yorba is a digital wellness and account management platform that helps users discover, manage, and reduce their digital footprint across all online accounts. The platform operates as a unified product with integrated modules: the core platform scans email inboxes and payment methods to aggregate accounts, while distinct feature modules handle email cleanup (Unsubscribe from Emails), account deletion, subscription management, data breach monitoring, and Privacy Grades for analyzing terms of service. Premium features include Personal Deletion Agents for automated account cleanup and Deep Scan for extended account history. The platform also encompasses Delete Desk, a free standalone directory of account deletion instructions, and publishes the annual State of Clutter research report. Yorba offers tiered pricing with a free Basic plan and a $6/month Premium subscription.

Differentiator

Problem solved

Functional benefit

Products and services

• Email Cleanup (Unsubscribe from Emails) Scans connected Gmail and Microsoft inboxes to identify and unsubscribe from unwanted mailing lists, spam, and junk email. Tracks per-sender email frequency and open rates so users can keep senders they want and drop the rest.
• Account Deletion Helps users find online accounts linked to their email and guides them through deleting those accounts from websites they no longer use, tracking removal progress.
• Subscription Management Connects to users' US, Canadian, and EU bank accounts via Plaid to identify recurring subscription payments, alert users to fee changes, and facilitate subscription cancellations.
• Data Breach Monitoring Monitors the web for data breaches that may have compromised a user's online accounts or personal information and alerts the user to take action, such as changing a password or deleting the affected account.
• Deletion Team (Personal Deletion Agents) Premium service in which real human agents cancel unwanted subscriptions and delete old online accounts on behalf of the user, then verify completion, with digital signature authorization for consent.
• Privacy Grades (Terms of Service Analysis) Analyzes the terms of service and privacy policies of online services and assigns a grade from A to F based on how much data each service collects and what it does with that data, with privacy-driven action suggestions.
• Delete Desk Free public directory of more than 10,000 records with step-by-step instructions, direct links, contact info, and difficulty ratings for deleting accounts across online platforms, covering approximately 75% of all website traffic.
• Yorba Platform (Digital Footprint Management) Unified web and mobile application that scans a user's email and payment methods to aggregate all online accounts, subscriptions, mailing lists, and data-breach exposures in a single dashboard for ongoing digital footprint management.

Quantifiable outcome

• 40M+ emails scanned every month
• +6 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

Integration5 records

AI capability2 records

Feature9 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PlaidcoreTechnology or IntegrationYorba uses Plaid, a data transfer network used by thousands of banks and fintech apps (including Venmo, Expensify, Betterment, Sofi, and Acorns), to securely mediate connections between Yorba and users' bank accounts for subscription tracking. Plaid enables Yorba to access only transaction data needed to identify recurring payments without Yorba ever accessing actual bank account numbers. Plaid also powers email notifications when search results are complete.
• Google (Gmail)coreTechnology or IntegrationYorba integrates with Gmail via OAuth, allowing users to connect their Google inboxes to scan for account sign-up emails, mailing lists, and email engagement data (open rates, frequency). Gmail integration is available on both the free and premium tiers.
• Microsoft (Outlook / Hotmail / MSN / Live)coreTechnology or IntegrationYorba integrates with Microsoft email services including Outlook, Hotmail, MSN, and Live via OAuth, allowing users to connect their Microsoft inboxes for the same account scanning and mailing list management capabilities as Gmail. This integration was launched in March 2024.
• StripecoreTechnology or IntegrationYorba uses Stripe for payment processing, including Premium subscription billing. Stripe powers the checkout and subscription management experience, with the Stripe customer portal accessible from the membership settings page. Stripe plan APIs are also exposed for the free tool.
• ToS;DR (Terms of Service; Didn't Read)minorStrategic or Co-development PartnerYorba's guidance section links to ToS;DR privacy grades, integrating third-party privacy policy analysis to complement Yorba's own Privacy Grades feature. This partnership provides users with additional privacy policy evaluation data.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mine: Mine is a digital footprint management platform that helps consumers discover which companies hold their data and request deletion under GDPR/CCPA. It overlaps directly with Yorba's account discovery, privacy policy analysis, and deletion workflows, with a stronger enterprise/regulatory angle.
• Rocket Money (formerly Truebill): Rocket Money is the leading subscription-cancellation and bill-negotiation service, directly competing with Yorba on bank-connected subscription tracking and premium cancellation assistance. Both target the same consumer pain (forgotten recurring charges) and overlap in freemium-to-premium conversion flows.
• Privacy Duck: PrivacyDuck is a service that files privacy and data-deletion requests on behalf of consumers and businesses. It is comparable to Yorba's agent-supported deletion premium tier and Delete Desk workflow, with a heavier concierge-service orientation.
• DeleteMe: DeleteMe is a subscription-based personal data removal service that submits opt-out requests to data brokers on the user's behalf. It is closely comparable to Yorba's Premium deletion-team offering and Delete Desk directory, focusing on broker removal rather than direct account deletion.
• Optery: Optery is a personal data removal platform offering self-service and concierge tiers to remove exposed profiles from data broker sites. It overlaps with Yorba's deletion and privacy-grade features and competes for the same privacy-conscious consumer segment.
• Unroll.me: Unroll.me is the best-known email-unsubscribe and rollup service, directly comparable to Yorba's email cleanup module. Both analyse inbox senders and help users opt out of mailing lists, though Unroll.me is email-only and Yorba bundles subscriptions, deletion, and breach monitoring around the same core.
• Incogni: Incogni (by Surfshark) is a personal-data removal service that automates opt-out requests to data brokers. It competes with Yorba's agent-supported deletion on the privacy/footprint-reduction axis and shares the subscription-model economics.

Emerging players

• Aura: Aura is a digital security subscription bundling VPN, antivirus, password manager, identity monitoring, and breach alerts. It overlaps with Yorba on breach monitoring and identity protection but sells a broader security suite rather than a focused digital-footprint product.
• 1Password (Watchtower): 1Password's Watchtower feature alerts users to breached credentials and weak passwords stored in their vault. It provides partial overlap with Yorba's breach monitoring and account-inference features but is anchored in password management rather than inbox/bank scanning.

Others

• Trim (now part of Billshark/Truebill era): Billshark and the broader category of subscription-cancellation services that emerged from Trim represent the same value proposition Yorba targets. They are included as adjacent players in the subscription-savings category rather than direct technical competitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@yorbayorba
• LinkedInlinkedin.com/company/yorbaco
• Instagraminstagram.com/yorbayorba

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Yorba