Incogni Vs. Norton LifeLock – Comparing Two Top Data Removal Services
Norton LifeLock offers some great identity theft protection tools, but Incogni does a better job of removing your data from the internet.
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Last Updated on May 14, 2025
- The automated removal process is rapid and efficient.
- Regular updates for the status of your data’s removal.
- Varied and relatively affordable payment plans and subscription options.
- Full-service identity theft and credit monitoring
- Device protection with Norton 360 antivirus
- Reputation for outstanding customer service
You can spend hours digging through data broker sites and sending opt-out requests one by one. But a faster way to remove your information from the internet is to use data removal services like Incogni and Norton LifeLock.
Both handle data removal differently. Norton LifeLock relies on a manual approach while Incogni automates the process for faster results. We prefer the latter — but is that what’s best for you? Let’s compare the features, plans, and user experiences of Incogni and Norton LifeLock to find out.
>> Check Out: The Best Data Removal Services of 2025
Head-to-Head: Incogni Vs. Norton LifeLock
Norton LifeLock offers a lot of useful identity theft protection tools. But to compare apples to apples, let’s see how their data removal service stacks up against Incogni.
| Incogni | Norton LifeLock | |
|---|---|---|
| Starting cost per month | $8.29 | $8.33 |
| Scope of service | Data brokers and people search sites | Data brokers and people search sites |
| Amount of data brokers covered | 210+ | 30+ |
| Frequency of records monitoring | Monthly | User-generated |
| Money-back guarantee | 30 days | 60 days |
| International coverage | U.S., Canada, and U.K. | U.S. only |
| Customer service | 24/7 phone, chat, and email support |
Incogni and Norton LifeLock Company Overviews
Incogni was launched in 2022 by one of our favorite VPN providers, Surfshark. You’ll even find Incogni bundled in with one of Surfshark’s subscriptions. Incogni was designed to automate the tedious task of sending data removal requests to hundreds of data brokers.
>> Read More: Incogni Review and Pricing 2025
Norton is a name synonymous with antivirus protection. But the company has since expanded beyond antivirus to include password managers and a VPN. Norton LifeLock is Norton’s identity theft protection service. When purchased with a Norton 360 subscription, it comes with a Privacy Monitor that can help you submit data removal requests.
Key Similarities
While Incogni and Norton LifeLock have different approaches to data removal, they share a lot of similarities.
- Data removal support: Both services submit opt-out requests to data brokers and people-search sites to reduce your digital footprint.
- Ongoing monitoring: If your information reappears, Incogni and Norton LifeLock can submit new requests to have these details removed.
- Money-back guarantees: Trying Incogni and Norton LifeLock is risk-free, with both offering refunds if you’re not satisfied with the service.
Key Differences
Before signing up for Incogni or Norton LifeLock, take a look at some of the differences that may impact the effectiveness of the data removal process.
- Data broker coverage: Incogni specializes in data removal, which is why it can remove your information from over 200 websites. Norton LifeLock only focuses on 33.
- Removal process: Incogni requests permission to act on your behalf and instantly starts sending opt-out requests. Norton LifeLock requires you to raise an opt-out request for each record it finds.
- Digital security features: Norton LifeLock includes other tools designed to protect your identity online. Incogni focuses on data that’s already exposed.
What Information Do They Remove?
You’ll be shocked to find what data brokers have on you — it’s up there with what a Google search reveals. Incogni and Norton LifeLock specialize in removing this information. Both target:
- Full name
- Home address – current and previous addresses
- Phone numbers – current and previous
- Email addresses
- Date of birth
- Family member details and how they are related
- Employment history
- Education history
Norton LifeLock offers additional monitoring beyond data removal. The service looks for changes to your credit score, 401(k) and investments, home titles, and other personally identifiable information. However, Norton LifeLock won’t act on these alerts or request removals. They only serve to inform you to investigate further.
FYI: If your credit score changes, it might be a sign your identity has been stolen. Norton LifeLock offers up to $3 million in reimbursement of stolen funds, personal expenses, and recovery fees. However, it’s not your only option. Check out our guide on the best identity theft protection services for alternatives.
Pricing and Plans Breakdown
Incogni and Norton LifeLock offer multiple plans to suit every budget. However, with Norton LifeLock, you’ll need to subscribe to Norton 360 subscription for its data removal service. The bundle costs more, but includes some invaluable digital security tools. If you’re only looking for a data removal service, Incogni is the best option. Let’s start with Incogni’s plans.
Incogni Plans
| Plan | Monthly Cost | Annual Cost |
|---|---|---|
| Standard | $16.58 | $99.48 ($8.29/month) |
| Unlimited | N/A | $179.88 ($14.99/month) |
| Family | $32.98 | $197.88 ($16.49/month) |
| Family Unlimited | N/A | $359.88 ($29.99/month) |
Incogni is one of the more affordable data removal services on the market. DeleteMe, a similar data removal service, starts at $129 per year for individuals. However, DeleteMe’s service is manually handled by a team of experts and it removes your information from over 750 websites.
>> Compare: Incogni Vs. DeleteMe
The family plans are also competitive. Incogni’s family plans cover five people, one more than DeleteMe. Unlike Kanary, you can’t add extra members. However, when we compared Incogni to Kanary, we had to pay $179.88 per year for an individual plan, and then $89.88 for every family member. So, Incogni is the more affordable option.
FYI: The unlimited plans allow you to submit custom requests to remove your data. If you find a website, data broker, or people-search site, send the details to Incogni and it will attempt to delete the record on your behalf.
Norton LifeLock Plans
| Plan | Monthly Cost | Annual Cost |
|---|---|---|
| Norton 360 with LifeLock Select Plus | N/A | $99.99 |
| Norton 360 with LifeLock Advantage | $24.99 | $199.99 |
| Norton 360 with LifeLock Ultimate Plus | $34.99 | $299.99 |
Norton 360 includes essential digital security tools like antivirus protection, password manager, and VPN. But it’s the Privacy Monitor tool that handles data removal. Thankfully it’s available on all Norton 360 with LifeLock plans.
The prices in the table above are only for individual plans. Norton charges extra for each adult, with prices ranging from $94.99 per year to $258.39 per year. For children, it’s an extra $50.15 per year.
FYI: We should also point out that the prices in the table are for the first year. Norton 360 with LifeLock is currently discounting all plans by up to 47% for new customers, but you’ll pay the non-discounted rate when it’s time to renew.
Hands-On With Incogni and Norton LifeLock
We figured the best way to find out how effective Incogni and Norton LifeLock are was by signing up for subscriptions ourselves, so we did just that. Here’s our hands-on experience with both data removal services.
Hands-On With Incogni
Incogni’s setup was surprisingly effortless. We handed over our name and address and signed an authorization form for Incogni to act on our behalf. Within seconds, Incogni generated 79 requests and had begun creating new submissions for other companies. We knew it was 79 because Incogni’s dashboard clearly displayed all the updates.
The dashboard also gave us the option to learn more about the data brokers with our information. It can give you some insight on what details to be careful about sharing online. Incogni’s records also highlight the risk of your information staying on a data broker’s database. We took a closer look at a high-risk broker and learned the associated risks are spam calls, data leaks, and credit ratings.
FYI: Once a record is deleted from a data broker, Incogni continues to monitor your information. If it shows up again, Incogni will send another request to remove it.
Hands-On With Norton LifeLock
Norton LifeLock’s setup took longer than Incogni. But that’s because Norton LifeLock monitors more than just your name and address, like your Social Security Number and credit score. You can read more about that in our Norton LifeLock review. We’ll focus on the data removal service, which is a part of the Privacy Monitor Assistant.
Unlike Incogni, we had to initiate a scan to see if our information was on data broker sites. Once complete, we reviewed the results and submitted a request to remove our information. Norton LifeLock offers instructions to complete the process on your own or leave it up to the Privacy Monitor. We needed to go through a few extra steps for Norton LifeLock to handle the request.
You can run scans any time, but you can only raise an opt-out request to remove your profile from data brokers once every three months. There’s no automated monitoring like Incogni, so it’s up to you to remind yourself to run a scan regularly to protect your information.
Privacy Policies and Data Handling
As you start handing over information to Incogni and Norton LifeLock, you might start wondering how your data will be handled. It’s a fair question; the last thing you want is your details exposed in a data breach by Incogni or Norton. So, before you start typing your name into fields, let’s review the key aspects of each service’s privacy policy.
Incogni Privacy Policy
We breezed through Incogni’s privacy policy — specifically the section on how it handles our data. It’s clear the company doesn’t sell personal information. We also learned all the parties our details would be shared with. For example, their customer support provider, Zendesk, and analytics service provider, Snowplow.
It’s also reassuring that Incogni uses the same data encryption as Surfshark, AES 256-bit. It’s the same technology used in password managers and cloud storage to keep information secure.
FYI: Incogni also searches for your data internationally. The privacy policy highlights how your details are protected and the compliance frameworks when they’re transferred and processed in regions like Europe.
Norton Privacy Policy
Since it’s collecting more information and offers multiple security tools, Norton’s privacy policy took a little longer to get through. Thankfully, the information was presented nicely so we could see what data is collected and how it’s used. In the Global Privacy Statement, there is a note that your personal details (as defined by the CCPA) are shared with third-parties to serve relevant ads about Norton’s services. This isn’t ideal, as this practice resembles the kind of data sharing many people using removal services are trying to avoid.
On the plus side, Norton LifeLock uses AES-256 encryption for all data stored in its vault. It’s the same technology Norton uses for its other services, including its cloud backup and password manager.
>> Learn More: The Best Password Managers of 2025
Who Each Service is Best For
If you’re looking for a fast, low-maintenance way to remove your personal data from broker websites, Incogni is your best bet. You don’t need to remind yourself to run a scan like with Norton LifeLock. Incogni is always working in the background to remove your address, phone number, and anything else in a data broker database.
Pro Tip: Incogni and Norton LifeLock can’t remove your information from Google search results. They focus on the websites with your details. You can do it yourself. Use our guide on how to delete your personal information from Google to make it happen.
Norton LifeLock is best if you’re looking for a proactive approach to protecting your data. By monitoring your name, address, financial accounts, and more, it can alert you when these details are changed or accessed. You get extra protection from antivirus software, a VPN, and password manager. These tools limit exposure. But if your data does end up on a data broker website, you’re better off using Incogni to remove it.
Are Incogni and LifeLock Worth It?
Data removal services like Incogni and Norton LifeLock aren’t a silver bullet, but they are a powerful tool that helps protect your information. With hundreds of data brokers worldwide collecting and reselling your details, it’s a tedious process tracking them down and manually opting out of each one. Data removal services like Incogni and Norton LifeLock make it a little easier.
Automated data removal made easy
Incogni finds your personal information online, sends removal requests to these sites, and continues monitoring for new or relisted records while you sit back and relax.
These tools can’t erase you from the internet or stop a data broker from adding your details into its database. However, they can continuously look out for your information and request its removal the moment it reappears. The result is fewer spam, robocalls, and phishing attempts. With Norton LifeLock’s suite of security tools, you’ll even be protected from malware and ransomware. Norton even keeps an eye on the dark web to see if your information is available for sale to the highest bidder.
FYI: The dark web is a hidden part of the internet that requires special browsers to access. Your information can end up on the dark web after a data breach or when it’s scraped and resold by data brokers. It’s another reason why data removal services are worth it.
Final Verdict
Choosing Incogni or Norton LifeLock comes down to what type of data removal service you want.
If you’re like us and prefer the process to be automated, then Incogni is the way to go. The most work you’ll do is setting up your profile or submitting a manual request if you’re on an unlimited plan.
If you want to be more hands-on, then Norton LifeLock is a better alternative. Just remember you’ll need to manually run scans to see if your information has popped up on data broker websites. If you’re using Norton’s other tools like its VPN, password manager, and antivirus software, your online exposure should be limited.
While neither solution will keep you completely anonymous online, they both offer valuable features that protect your privacy.
FAQs
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Can you use Incogni and Norton LifeLock together?
You can rely on Incogni to focus on data removal and Norton LifeLock for identity theft protection, credit monitoring, and SSN tracking. However, you’ll still be paying for two services with data removal features.
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How long does Incogni take to remove data?
Incogni starts submitting requests within 24 hours of signing up. It will depend on the data broker how quickly they delete your record. You can track the progress of the request in Incogni’s dashboard.
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Is Norton LifeLock safe to use?
Yes, it is. Norton uses AES-256 encryption to secure your information and the company has a positive reputation in the cybersecurity industry.
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Do Incogni or Norton LifeLock have free plans?
Incogni and Norton LifeLock don’t have free plans. But they both offer money-back guarantees so you can try the services risk-free.
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Does Norton LifeLock work outside of the U.S.?
Norton’s suite of services is available globally. However, Norton LifeLock’s identity theft insurance and credit monitoring is only available for U.S. residents.
