Incogni

Surfshark launched Incogni for users in Europe and the United States, using the provisions of the EU’s GDPR and California’s CCPA that require companies to provide or delete a person’s data on a formal request; the service contacts data brokers on users’ behalf, and users can track which companies have been contacted, which have deleted data and which are still processing requests. At launch it cost $7.99 a month or $47.88 a year. Users sign a power of attorney, which Surfshark said covers only contacting brokers, making deletion requests and withdrawing consent to data processing, and which ends once all removals are confirmed; if a company ignores or rejects a request without substantial grounds, Incogni can file a complaint with the local data protection agency.⁠[2]

In research before the launch, Surfshark contacted 36 data brokers, which it said was about 1% of an estimated market of 4,000 companies; newer brokers took about six days on average to give a final response and established ones more than 20 days, and 63% of large brokers asked for extra personal information such as a bank statement or e-signature even though it was not necessary. Vytautas KaziukonisVytautas KaziukonisVytautas Kaziukonis is the founder of the cybersecurity company Surfshark. He served as its chief executive from 2018 and became chairman of the board in March 2026, focusing on the company’s long-term vision.Open the full entry, Surfshark’s chief executive at the time, said in a press release that “data privacy is becoming an increasingly alarming issue.” The timeline on Surfshark’s website lists Incogni among the products it launched in 2021.⁠[2][3]

Incogni announced that it could remove personal information from people search sites, saying the service now covered all five types of data brokers: marketing, recruitment, financial information, risk mitigation and people search. The company estimated that completing the removal requests by hand would take an average person 304 hours. Darius Belejevas, head of Incogni, said in the announcement: “We believe that everyone has a right to privacy.” The company address given in the announcement is in Mission Viejo, California.⁠[4]

Incogni’s research team published the Gen AI and LLM Data Privacy Ranking 2025, which assessed nine generative AI and large language model platforms against 11 criteria grouped into training considerations, transparency, and data collection and sharing; the information was gathered from May 25 to 27, 2025. The ranking found Le Chat by Mistral AI the least privacy-invasive and Meta AI the most, followed by GoogleGoogleGoogle is an American technology company founded by Larry Page and Sergey Brin and incorporated in 1998. It became an Alphabet subsidiary in 2015. Its businesses include internet search, advertising, software platforms, cloud computing, and artificial intelligence.Open the full entry’s Gemini and Microsoft’s Copilot. “Platforms developed by the biggest tech companies turned out to be the most privacy invasive,” the report said.⁠[5]

Incogni published an independent limited assurance report issued by Deloitte Lietuva UAB on August 6, 2025, under ISAE 3000 (Revised). The report concluded that nothing had come to Deloitte’s attention indicating that, as of July 18, 2025, Incogni sent deletion requests to, or received removal confirmations from, fewer than 420 data brokers; repeated requests to people search sites and private brokers at intervals longer than 60 and 90 days respectively; sold customer data during the year ended December 31, 2024; or processed fewer than 245 million removal requests between January 2022 and July 18, 2025. It is a limited assurance report and does not cover compliance with laws and regulations.⁠[6][1]

In the press release announcing the report, Incogni described Deloitte as one of the “Big Four” audit firms, and Darius Belejevas said: “The trust of our users is what drives our service.”⁠[1]

NordVPN, part of the same holding group, explained in an article on its bundles that Ultra, its top-tier plan in Canada and most of the EU, includes every benefit of the Complete plan and adds Incogni; as of September 2026 the plan was available in countries including Canada, Norway, Switzerland, Spain and the Isle of Man.⁠[7]

As of November 7, 2026, Incogni’s pricing page listed four plans: Standard, at the equivalent of $7.99 a month billed annually ($95.88 a year), with automated, recurring removals from more than 420 data broker sites; Unlimited, at the equivalent of $14.99 a month ($179.88 a year), which adds an Exposure Scanner that finds personal data online, unlimited custom removal requests, a Privacy Score and live phone support; and Family and Family Unlimited, at the equivalent of $15.99 and $22.99 a month, with Family Unlimited covering up to five members.⁠[8]

Incogni’s help center says the main feature of the Unlimited plan is Custom Removals: users can submit an unlimited number of removal requests for websites outside the standard service, and a team of privacy experts handles each one; the first purchase carries a 30-day money-back guarantee.⁠[9]

As of November 7, 2026, the footer of Incogni’s website named Incogni Inc. (entity No. 5186159), based in Mission Viejo, California, as the operating company, and linked to its official X account @incogni_com and YouTubeYouTubeYouTube is Google’s video-sharing and creator platform, founded in 2005 by Steve Chen, Chad Hurley, and Jawed Karim and acquired by Google in 2006. Built around video uploading, viewing, and creator earnings, the platform has developed Shorts, YouTube Music, Premium, YouTube TV, and products for children, and is headquartered in San Bruno, California, United States.Open the full entry channel @incogni_com.⁠[10]

Incogni: Website: https://incogni.com/ (opens in a new window); X: https://x.com/incogni_com (opens in a new window); YouTube: https://www.youtube.com/@incogni_com (opens in a new window); Surfshark: Website: https://surfshark.com/ (opens in a new window)⁠[8][3]