Incogni vs Aura: Which Is Better in 2026?
Reviewed · Updated
Quick answer: They solve different problems. Incogni only removes your data from brokers, $95.88/year, with its 420-broker list public. Aura is an identity theft protection bundle with 3-bureau credit monitoring, $1M insurance per adult and data removal, $144 for the first year. Incogni scores 7.6/10 and Aura 7.0/10 (both checked 10/08/2026).
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Side-by-side comparison
Every row comes from this site’s own runs on 10/08/2026: pricing pages, the checkout or enrollment up to payment, and each vendor’s documents.
| Feature | Incogni | Aura |
|---|---|---|
| Score | 7.6/10 | 7.0/10 |
| What it is | Data broker removal | Identity theft protection bundle with data removal |
| Free plan or trial | No; free scan only | 14-day trial, “Pay $0 now” |
| One adult, first year | $95.88 (Standard) | $144 (Individual, $288 crossed out) |
| Renewal price before payment | $95.88, on the checkout screen | Not shown |
| Sales tax at checkout | $0.00 for New York 10001 | Not reached |
| Data brokers | 420 on a published list | “425+” claimed, no public list |
| Credit monitoring | No | 3 bureaus |
| Identity theft insurance | No | $1M per adult, per the plan page |
| Also included | Custom removals on Unlimited | Antivirus, VPN, password manager |
| What it asks for before payment | Email, state and ZIP | Home address, for identity verification |
| Refund | 30 days, first purchase, once | 60 days on annual plans, by phone |
| Family plan | $191.88/year, up to 5 | $384/year (Family) |
| Check prices |
Prices verified on 10/08/2026 on Incogni’s and Aura’s sites.
Price: what each costs in the first year and after
Incogni is cheaper for one adult: $95.88/year against $144 for Aura Individual. The two prices buy different things. Aura’s $144 includes credit monitoring, insurance, antivirus, a VPN and a password manager on top of data removal.
The renewal is clearer at Incogni. Its checkout printed a $95.88 renewal before payment. Aura’s plans page showed $288 crossed out next to $144, its enrollment didn’t show a renewal price, and its terms say the plan renews at the price shown in the account dashboard. Full details are on the Incogni pricing page and the Aura pricing page.
Data removal: coverage and proof
This is Incogni’s whole job, and it shows its work. Its blog lists 420 brokers, which this site counted as 417 unique domains on 10/08/2026. A Deloitte limited assurance report, dated 08/06/2025, covers its repeat-request schedule.
Aura claimed “425+” data brokers on 10/08/2026 but didn’t publish the list, so this site couldn’t count it or check the 16 people-search sites it tracks. The numbers are in the Data Removal Coverage Index.
Identity protection: what only Aura does
Aura’s adult plans list 3-bureau credit monitoring, credit lock, title and transaction alerts, and $1M identity theft insurance per adult, per its plan page on 10/08/2026. Incogni does none of this. Its terms describe the service as sending removal requests to data brokers on your behalf.
If your worry is someone opening accounts in your name, a credit freeze at Equifax, Experian and TransUnion is free by law and works without either service. This is not financial advice.
Trying before you pay
Aura offered a 14-day trial with “Pay $0 now,” but enrollment asked for a home address before payment, and this site stopped there. Incogni has no trial. It offers a 30-day refund on the first purchase, once per customer. Aura’s refund window on annual plans is 60 days, requested by phone.
Personal data
Incogni asks for your name, address and date of birth, plus a phone number for U.S. customers, after you pay. Aura asked for a home address before payment to verify identity. Neither asked this site for a Social Security number in the steps it reached.
What it’s like to be a U.S. customer
| Incogni | Aura | |
|---|---|---|
| What you’ll pay at checkout | $95.88, renewal $95.88 shown, $0.00 tax | $144 first year; renewal not shown |
| What’s in the plan | Data removal from 420 brokers | Credit monitoring, insurance, removal, antivirus, VPN |
| How to cancel | Profile → “Subscription & billing” → “Cancel subscription” | Gear icon → “Membership” → “Cancel Membership” |
| Personal data | Name, address, date of birth, phone; deletion via support | Home address before payment; deletion through the Privacy Portal or by phone |
| Who can sign up | U.S. and territories, UK, EU, Canada; 18+ | U.S. and Canada, 18+; some insurance parts not in New York or Texas |
| Support | Email, chat for subscribers, phone on Unlimited | 24/7 phone and email |
| Inside the account | Not seen without payment | Not seen; stopped at the address step |
Details are in the Incogni review and the Aura review.
Who should pick Incogni
- Your problem is people-search sites and data brokers, not credit fraud.
- You want to see the list of brokers you’re paying for.
- You’d rather freeze your credit for free than pay for monitoring.
Who should pick Aura
- You want credit monitoring, insurance and data removal in one bill.
- You’d use the antivirus, VPN or password manager anyway.
- You want a trial, and you’re fine giving a home address first.
Verdict
Incogni scores higher, 7.6/10 against 7.0/10 for Aura, but they aren’t really rivals. Incogni is the cheaper, more transparent pick if data removal is all you need. Aura makes sense only if you’d use the identity theft protection it’s built around. Read the Incogni review and the Aura review before you choose.
What we checked
- Incogni: free Exposure Scanner and the Standard annual checkout up to the payment button on 10/08/2026; no paid account opened
- Aura: plans page and enrollment up to the home address step on 10/08/2026; no account opened
- Broker lists: Incogni's 420-row list counted for the Data Removal Coverage Index; Aura publishes no list, and its "425+" figure is quoted from its site
- Vendor pages: pricing, terms, refund policies and help centers of both, read 10/08/2026
- Checkout facts: both rows of the US Privacy Checkout Test, October 2026 run
- Where the run stopped: Incogni checkout up to the payment button; Aura enrollment at the home address step
FAQ
Is Aura better than Incogni for data removal?
For data removal alone, Incogni shows more of its work. It publishes the 420 brokers it contacts, while Aura claimed "425+" brokers on 10/08/2026 without a public list. Aura is the better fit if you also want credit monitoring and identity theft insurance in the same subscription.
Is Incogni or Aura cheaper?
Incogni Standard was $95.88/year on 10/08/2026. Aura Individual was $144 for the first year after a 50% discount, with $288 shown crossed out, and the renewal price wasn't shown before payment. Aura covers far more than data removal for that price.
Does Aura have a free trial and does Incogni?
Aura offered a 14-day trial with "Pay $0 now" on 10/08/2026, but it asked for a home address before payment. Incogni has no trial. It offers a 30-day money-back guarantee on the first purchase instead, and Aura's refund window on annual plans is 60 days, requested by phone.
Do Incogni and Aura auto-renew?
Yes, both. Incogni printed a $95.88 renewal for Standard at checkout. Aura's terms say the plan renews at the price shown in your account dashboard, and the enrollment page didn't show it.
Can I use Incogni and Aura together?
You can, but you'd pay twice for data broker removal, since Aura includes it. If you only want removals plus protection against new accounts in your name, Incogni and a free credit freeze at the three bureaus cover that. This is not financial advice.