Incogni Unlimited vs Standard: Is Incogni Unlimited Worth $84 More, and What Incogni Protect Adds
The short answer
Incogni Standard costs $95.88 a year and Incogni Unlimited costs $179.88, per Incogni's US pricing data read 17 September 2026. Both cover the same 420+ data brokers. The $84 difference buys Custom Removals: unlimited requests, handled by a privacy specialist, for sites outside the automated list, which Incogni puts at 3,000+ further sites. Incogni's terms say custom requests are not guaranteed and exclude most public-interest and news content. Incogni Protect, sold to US residents only, adds Coveron identity theft insurance up to $1 million and TransUnion credit monitoring to Unlimited for $248.88 a year, but Incogni's own coverage list for that insurance does not include New York.
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in your top results public results for
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Incogni sells one removal engine at several prices, and the gap between the two you will most likely choose between is $84 a year. Standard is $95.88. Unlimited is $179.88. Both cover the same 420+ data brokers on the same schedule, so the question is narrow and worth answering properly: what does the extra $84 buy, and is it something you will actually use? There is now a third option in the US as well, Incogni Protect, which folds identity theft insurance into Unlimited and costs $248.88.
We read Incogni's US pricing data, its help center and its terms of service on 17 September 2026. Every figure below is the US dollar price from those pages.
Incogni Unlimited vs Standard: the prices side by side
Swipe the table sideways to see every column.
| Plan | Per year | Monthly billing | Custom removals | Also included |
|---|---|---|---|---|
| Standard | $95.88 | $15.98 | No | 420+ brokers, 24/7 support |
| Unlimited | $179.88 | $29.98 | Unlimited, 3,000+ further sites | Live phone support, web scanning |
| Protect (US only) | $248.88 | Not shown | Unlimited | Coveron insurance, TransUnion credit monitoring |
Two things jump out. Monthly billing is exactly double the annual rate on both core plans, so paying month to month for a year of Unlimited costs $359.76 against $179.88 up front. And the Protect figure is annual only in the data Incogni publishes; we could not find a monthly Protect price, so we are not quoting one.
What Incogni Unlimited adds over Standard
One thing, really: Custom Removals. Incogni's own help article on Unlimited says "the main benefit is access to Custom Removals", which lets you submit unlimited removal requests for websites its automated service does not cover. A privacy specialist handles each one. The pricing page puts the reach at "3,000+ additional sites covered" on top of the 420+ brokers that every plan gets.
Standard works from a fixed list. That is a strength when your problem is the usual set of people-search, background check and marketing data brokers, because Incogni already sends to all of them on a recurring cycle without you lifting a finger. It is a weakness when your problem is a specific page: a small regional people-search site, an old directory listing, a genealogy page, a site that republished your address. On Standard, if a site is not on Incogni's list, nothing happens. On Unlimited, you paste the URL into your dashboard and a person works it.
The terms of service add two features that ride along with Unlimited. There is automated web scanning that searches the public internet for your details and shows the hits in your account so you can pick which to submit, and there is a Privacy Score that estimates your exposure. Support also steps up from 24/7 chat to 24/7 including live phone support.
What custom removals will not do
This is the part the plan cards skip, and it is in Incogni's own terms. Custom removal requests are not guaranteed: "compliance is at the discretion of the website owner", and success is specifically not guaranteed where privacy conflicts with the public's right to know, "such as cases involving public interest, archive rights, and journalistic freedom." So a news article, a court record or a government filing is not something $84 reliably buys you off the internet.
The scanner has limits too. Incogni warns that because it searches with limited information, results "may sometimes show data belonging to people with similar details", and that requests aimed at sites it does not send to "might be canceled by a privacy specialist." If you have a common name, expect to spend some time weeding the scan results before you submit anything.
The most efficient way to use Unlimited is to arrive with your list already built. Before you upgrade, run a public-source sweep of your own name so you know exactly which URLs show your address, phone number and relatives, then submit those on day one. If the list is short and every site on it is already a mainstream people-search site, Standard probably covers you and the upgrade is money you do not need to spend.
Is Incogni Unlimited worth it?
Incogni Unlimited is worth it if you already know of sites publishing your details that are not on a standard broker list, or if you need a person rather than a script to chase them. It is not worth it if your exposure is the usual people-search sites, because Standard sends to those anyway at $84 a year less.
Put more concretely, the people who get their money's worth from Unlimited tend to be those with a specific reason to be found less: somebody leaving an abusive relationship, a public-facing professional who gets harassed, a landlord or small business owner whose home address is on sites that list property owners. For them, being able to name the exact page and have somebody pursue it is the whole product. For somebody who mainly wants fewer spam calls and a thinner profile on the big broker sites, Standard at $95.88 does the same job.
Compare it with the one direct rival that sells unlimited custom removals too. Optery Ultimate is $249 a year for 635+ brokers with Expanded Reach switched on, plus unlimited custom removals across 950+ sites, per Optery's pricing page. Incogni Unlimited reaches fewer brokers automatically, and costs about $69 less. DeleteMe takes a different line: its standard $129 plan already includes 40 custom removal requests a year, and its $180 Premium plan raises that to 60, so a DeleteMe buyer gets a capped allowance where Incogni sells an uncapped one for $179.88. Our full Incogni review covers how the 420+ roster compares with the rest of the field, and the Optery review explains the Expanded Reach setting that is switched off by default.
Incogni Protect: Unlimited plus Coveron insurance
Protect is the newest Incogni plan and it is sold to US residents only, which is why many reviews do not mention it yet. Incogni's pricing data lists it at $248.88 a year, shown as $20.74 a month. Its help center describes it as everything in Unlimited plus identity theft protection from Coveron, the Nord Security product that was called NordProtect until its rename:
- Up to $1 million in identity theft insurance
- Up to $50,000 for cyber extortion and up to $10,000 for online fraud
- 24/7 dark web monitoring
- Credit monitoring from TransUnion, one bureau
- Credit-freeze assistance
So the Protect premium over Unlimited is $69 a year for that list. That is cheaper than buying Coveron on its own, which charged $75.48 for a first year and renews at $151.08, but notice the insurance ceiling: Coveron's own site now advertises up to $2 million on its standalone plans, while the Protect plan description says up to $1 million. Protect is also an individual plan only; Incogni states it is not available as a family plan.
New York residents: read this before buying Protect
Incogni publishes a state-by-state list of where the Coveron insurance applies and where Incogni's removal service runs. Incogni works in all 50 states. The insurance list includes US territories and military regions but does not include New York. So a New York resident paying $248.88 for Protect gets the Unlimited removal service and, on Incogni's own list, not the insurance that is the reason Protect costs $69 more. If you live in New York, Unlimited at $179.88 is the plan to compare, not Protect.
Our NordProtect review and Coveron cost breakdown goes through what the Coveron side actually covers, including the renewal price, and the NordVPN Incogni bundle breakdown explains why every Nord bundle gives you Standard rather than Unlimited.
Can I upgrade from Incogni Standard to Unlimited later?
Yes, if you bought directly from Incogni. You upgrade from the Subscription and billing tab in your profile and pay only the prorated difference for the time left, per Incogni's help center. The expiry date stays the same, the new features unlock straight away, and at renewal you pay the full Unlimited price. Starting on Standard and upgrading when you find a site it misses costs you nothing extra.
There is one exception worth knowing. If your Incogni came inside a NordVPN, Coveron or Surfshark bundle, Incogni says upgrading "is not yet available." A bundle buyer who later needs custom removals cannot simply pay the difference, which is a good reason to think about which tier you need before you buy a bundle for its removal.
The refund rules that change the decision
Every Incogni plan carries a 30-day money-back guarantee, but the terms of service attach three conditions that matter when you are choosing a tier:
- You get one refund, ever. The terms say you are entitled to a refund "once, regardless of whether You decide to use the Incogni Service again."
- Renewals are not refundable under the guarantee for US buyers. Renewal refunds are only offered by law in Germany, the Netherlands and the UK.
- An upgrade restarts the 30 days, and you can refund the upgrade alone or both plans together, but not the base plan alone.
The practical upshot: if you are unsure, buy Standard, use your 30 days to see what the dashboard finds, and upgrade inside that window if the scan turns up sites Standard will not reach. You keep the option of refunding the upgrade if custom removals disappoint.
What about families?
Both tiers exist as five-person family plans. Family is $191.88 a year and Family Unlimited is $275.88, and on Family Unlimited each member gets their own unlimited custom removal requests. That changes the maths sharply: Family Unlimited costs $96 more than one Unlimited seat and covers four more people. The full comparison, including how members are invited and the 30-day wait to replace one, is on our Incogni family plan page.
Our take
Start on Standard unless you already know a specific site you need gone that is not a mainstream people-search or marketing broker. Upgrade to Unlimited inside your first 30 days if the scan shows pages Standard will not touch. Consider Protect only if you want identity theft insurance anyway, you do not live in New York, and a $1 million ceiling is enough for you. And whichever you pick, find out which sites list you before you pay: the free scan at the top of this page shows the people-search sites carrying your name right now, and our best data removal services comparison ranks the whole field if Incogni turns out not to be the right fit.
Written by
The Dataremoval team, at Dataremoval. We run an AI data removal service, which is why we spend our days reading data broker opt-out forms. Corrections to app@dataremoval.ai.
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