DeleteMe vs Incogni vs Optery vs Sirveil: Honest Data Removal Comparison (2026)
Choosing a data removal service is confusing. The marketing all sounds the same, the pricing structures vary wildly, and there is very little independent data on how well any of them actually work.
This comparison uses real numbers where they exist, including data from the Consumer Reports study on removal effectiveness, public pricing, and independently verifiable claims. We are Sirveil, so we obviously have a perspective, but we have tried to be genuinely honest about where competitors do things well and where we have gaps. Trust is built on candor, not on pretending you are the best at everything.
The Quick Comparison
| Feature | DeleteMe | Incogni | Optery | Sirveil |
|---|---|---|---|---|
| Price (monthly) | ~$8.60/mo (annual) | $7.99/mo (annual) | Free to $24.99/mo | $7.99/mo ($79.99/yr annual) |
| Brokers covered | 86-101 (automated) | 420+ | 350+ | Growing catalog |
| Removal rate (CR study) | 27% (4 months) | Not tested | 68% (4 months) | Not tested |
| Approach | Human-operated | Automated | Automated + manual | AI-native automated |
| Dark web monitoring | No | No | Paid tiers only | Yes (included) |
| FOIA filing | No | No | No | Yes |
| Mobile app | Limited | Yes | Yes | Yes (mobile-first) |
| Free tier | No | No | Yes (limited) | No |
| Backing | Independent (Abine) | Surfshark (Nord Security) | VC-backed, 2 patents | Independent |
DeleteMe
What They Do Well
DeleteMe was one of the first data removal services on the market. They have brand recognition, a proven track record of operating since 2011, and a loyal customer base. Their human-operated approach means real people review your removal requests, which can sometimes navigate edge cases that fully automated systems miss.
Their pricing is competitive. At roughly $8.60 per month on an annual plan, they are one of the more affordable options. They also offer family plans that cover multiple people at a discount.
Where They Fall Short
The numbers are not great. The Consumer Reports study found that DeleteMe achieved only a 27% removal rate over four months. That was the lowest among the services tested. Part of this is because they automate removals for only 86 to 101 brokers, which is significantly fewer than competitors covering 350 or more.
Their human-operated model, while sometimes an advantage for difficult cases, also means slower processing. Automated services can submit hundreds of removal requests in minutes. A human team working through the same list takes considerably longer.
DeleteMe does not include dark web monitoring. If your data appears in breach databases or on dark web marketplaces, you will not know about it through DeleteMe alone.
Best For
People who value an established brand and are comfortable with a more basic service at a lower price point. If your primary concern is removing yourself from the most common people-search sites and you do not need broad broker coverage, DeleteMe gets the job done, albeit slowly.
Incogni
What They Do Well
Incogni covers more than 420 brokers, giving it one of the largest coverage lists in the industry. Their pricing is aggressive at $7.99 per month on an annual plan, making them the most affordable option in this comparison.
They are backed by Surfshark, which is part of the Nord Security family (the same company behind NordVPN). This gives them significant resources and infrastructure. They have also undergone a Deloitte audit, which adds a layer of credibility to their removal claims.
The Incogni dashboard is clean and informative. It shows you exactly which brokers have your data, which removals are in progress, and which are complete. The transparency is a genuine strength.
Where They Fall Short
Incogni was not included in the Consumer Reports removal effectiveness study, so we do not have independent data on their actual removal rates. High broker coverage does not automatically translate to high removal effectiveness. Sending a request is different from getting a confirmed removal.
There is no dark web monitoring. Incogni focuses exclusively on data broker removals. If your data has been leaked in a breach and is being traded on underground markets, Incogni will not flag it.
Being part of a larger VPN company is both a strength (resources) and a potential concern (your privacy service is owned by a company that routes your internet traffic). This is a judgment call, not a disqualifier, but it is worth being aware of.
Best For
Budget-conscious users who want broad broker coverage at the lowest price point. If you are primarily looking for data broker removal and do not need dark web monitoring or additional privacy features, Incogni offers strong coverage for the money.
Optery
What They Do Well
Optery had the highest removal rate in the Consumer Reports study at 68% over four months. That is a genuinely impressive number and the strongest independent validation any removal service has received.
They cover more than 350 brokers and hold two patents related to their removal technology. Their approach combines automated and manual removal processes, using automation where possible and human intervention for brokers with difficult opt-out procedures.
Optery offers a free tier that lets you see which brokers have your data without paying. This is useful for understanding your exposure before committing to a paid plan. Their paid tiers range up to $24.99 per month, with higher tiers covering more brokers and adding features like dark web monitoring.
They are VC-backed, which means they have significant funding for product development. Their technology investment is visible in the product.
Where They Fall Short
The pricing at higher tiers is steep. At $24.99 per month for their premium plan, Optery is the most expensive option in this comparison. The free tier is genuinely limited, serving more as a diagnostic tool than a removal service.
Dark web monitoring is only available on paid tiers, and the most comprehensive coverage requires their highest-priced plan. If you want the full package, you are paying a premium for it.
Optery is also VC-backed, which means the company is under pressure to grow and eventually achieve profitability or an exit. This is standard for venture-backed companies, but it means the product roadmap is influenced by investor expectations alongside customer needs.
Best For
People who want the highest proven removal effectiveness and are willing to pay for it. If you want the service with the best independent track record, Optery has the data to back up their claims. The free tier is also the best starting point for anyone who just wants to see how exposed they are before paying for anything.
Sirveil
We built Sirveil, so take this section with appropriate skepticism. We will be as honest here as we have been about competitors.
What We Do Well
Sirveil is AI-native, meaning our removal processes are built on AI from the ground up rather than bolting AI onto an existing manual workflow. This matters for adapting to brokers that frequently change their opt-out procedures, which is most of them.
We include dark web monitoring as a standard feature in every plan, not as a premium add-on. If your Social Security number, email, or other sensitive data appears in breach databases or dark web marketplaces, you will know about it. Given that SSNs sell for $1 to $6 and medical records for $250 to $310 on these markets, knowing when your data surfaces is not a nice-to-have.
We offer FOIA (Freedom of Information Act) filing, which no other service in this comparison provides. FOIA requests let you find out what government agencies have on file about you, adding a layer of transparency that goes beyond commercial data brokers.
Sirveil is mobile-first. The app is designed to work natively on Android today (with iOS coming soon), not as a responsive web app crammed into a mobile browser. For most people, a phone is where they manage their digital life, and our product is built around that reality.
Where We Fall Short
We are newer than DeleteMe, Incogni, and Optery. We do not have the years of operational history that some competitors have built up. Our broker coverage catalog is still growing. Services like Incogni (420+) and Optery (350+) cover more brokers today.
We have not been independently tested by Consumer Reports or a similar organization. We cannot point to a third-party removal rate percentage the way Optery can with their 68% figure. Until we have that data, we are asking people to evaluate our technology on its merits rather than on independent validation.
At $7.99 per month ($79.99 per year on the annual plan), we price at the low end of the market — but Optery's $39/yr Core tier is still cheaper if basic coverage is all you need, and Incogni's Surfshark VPN bundle can work out cheaper for existing VPN users.
Best For
People who want a comprehensive privacy solution beyond just data broker removal. If you want broker opt-outs, dark web monitoring, and FOIA filing in a single mobile app, Sirveil covers all three. We are a good fit for people who see privacy as an ongoing practice rather than a one-time cleanup.
What the Data Actually Tells Us
The honest truth about this entire category is that no service removes all your data. The Consumer Reports study is the best independent benchmark we have, and even the top performer (Optery) only achieved 68% removal in four months. The worst performer (DeleteMe) achieved 27%.
Several factors explain why 100% removal is not achievable:
- Some brokers ignore opt-out requests. They either do not process them or process them so slowly that the data is re-added before the removal completes.
- Data reappearance is systemic. Research shows 30 to 40% of removed data comes back within 90 days because brokers continuously ingest new data from public records and data partnerships.
- Not all brokers have opt-out mechanisms. Some brokers, particularly those operating outside the US, have no formal process for requesting removal.
This means any removal service is playing defense in a game where the offense (data collection) never stops. The value of these services is not in achieving a one-time clean sweep but in continuously reducing your exposure over time.
How to Choose
Choose based on what matters most to you:
- Lowest annual price (full-featured): Sirveil at $79.99 per year; Incogni's Surfshark VPN bundle (~$4.29/mo) if you also want a VPN
- Highest proven removal rate: Optery at 68% (Consumer Reports)
- Established track record: DeleteMe, operating since 2011
- Most comprehensive features: Sirveil (broker removal + dark web monitoring + FOIA)
- Free starting point: Optery's free tier for exposure assessment
Red flags to watch for in any service:
- Claims of 100% removal. No service achieves this.
- No specifics on which brokers they cover or how they measure success.
- Long-term contracts with difficult cancellation.
- Requiring sensitive information (SSN, financial data) beyond what is needed for opt-out submissions.
The data broker industry generates hundreds of billions of dollars annually. It is not going to disappear. But you can reduce your footprint, and any of the services compared here will do a better job of that than doing nothing. The best choice depends on your budget, your risk tolerance, and whether you want basic removal or a broader privacy toolkit.
Published by the Sirveil Team. We build AI-native privacy tools to help people take back control of their personal data. Learn more at sirveil.ai.