Incogni vs DeleteMe vs Optery: Which Data Removal Service Is Best in 2026?

Three services dominate the data broker removal market: Incogni, DeleteMe, and Optery. All three claim to remove your data from hundreds of brokers. The reality — when you look at actual operations rather than marketing claims — is considerably more nuanced.

This comparison uses independent data, not service marketing. No affiliate links.

The quick version

The coverage numbers problem

The most important thing to understand before choosing any of these services: "covered brokers" is a marketing number, not an operations number.

Incogni advertises 420+ brokers — this number is honest. They actually send automated opt-out requests to all 420+. The advertised and operational number are the same.

DeleteMe advertises 850+ brokers "reviewed." Based on independent analysis of their service tiers and terms (as of 2026), automated opt-out requests go to a significantly smaller subset — the remainder are monitored or manually assisted rather than receiving automatic removal submissions. DeleteMe's own terms distinguish between "automated" and "assisted manual" removals. Check DeleteMe's current tier breakdown before subscribing, as coverage numbers do change.

Optery advertises 635 sites. Automated removals go to approximately 350. The gap is smaller than DeleteMe's but still present. Optery is more transparent about the distinction in their pricing tier descriptions.

This matters for price comparisons. DeleteMe's effective cost per automated removal is significantly higher than its headline number suggests.

Effectiveness — what Consumer Reports found

In their 2024 independent study using controlled test profiles:

• Average removal success across all services tested: 35% within 4 months
• Optery: ranked #1 for removal rate — the highest removal percentage tested
• DeleteMe: approximately 40-50% in the same period
• Incogni: not included in the Consumer Reports study

Even at Optery's top performance, roughly 1 in 3 profiles survives the initial 4-month window. This is partly because some brokers require government-issued ID that services can't submit on your behalf, and some simply ignore requests and face no consequence.

Pricing — what you actually pay annually

• Incogni Individual: $95.88/year ($7.99/month) — most competitive price for honest coverage
• DeleteMe Individual: $129/year ($10.75/month) — most expensive for comparable individual coverage
• Optery Core: $39/year ($3.25/month) — limited automation; best for basic removal
• Optery Extended: $99/year ($8.25/month) — comparable to Incogni in coverage and price
• Optery Full: $249/year ($20.75/month) — maximum coverage; most expensive option

For a single individual wanting meaningful automated coverage, Optery Extended ($99) and Incogni ($95.88) are closely matched in price. Incogni wins on transparency; Optery wins on Consumer Reports effectiveness data.

Who should choose each service

Choose Incogni if:

• You want the most honest coverage numbers with no fine print
• Budget is a priority — best price-to-honest-coverage ratio
• You're already using NordVPN or Surfshark and want a bundle discount
• You don't need quarterly narrative reports

Choose DeleteMe if:

• You want quarterly human-written reports explaining what was found and removed
• Human oversight of the process is important to you
• You're comfortable paying a premium for the perceived quality signal

Choose Optery if:

• Maximum removal effectiveness is the priority (Consumer Reports #1)
• You want a free tier to test before committing
• You want continuous monitoring at a price comparable to Incogni

The fourth option: one-time payment

All three services require ongoing subscriptions. If subscription fatigue is your situation, OfflistMe offers a one-time payment covering 300+ brokers — no monthly charge. You get the initial sweep, which Consumer Reports data shows provides the majority of the benefit, without ongoing billing. An annual DIY re-check of priority sites (free, 2-3 hours) maintains most of the coverage.

Over 3 years, the math often favors the one-time model for moderate-risk users.

One-time removal detailed →

Full service ranking with scores →

Complete data broker opt-out guide →