Most people compare data broker removal services completely wrong—and I made that exact mistake early on. I started by scanning with Incogni, then I tested DeleteMe and it only found a handful of results. I thought DeleteMe “wasn’t working,” but the reality was simple: after one service runs first, there’s less left to delete. That’s why we hired dedicated testers with fresh profiles so each service got a fair shot, and the results changed how I recommend these tools. In this video, I break down the three principles that actually matter. First: quantity doesn’t always mean quality. If a tool shows 200 “matches,” that isn’t automatically better than 50 removals that are legitimate threats. DeleteMe is the most hands-on because humans review everything, but it’s slower and typically pricier. Incogni goes for volume—submitting requests even on partial matches—which can waste effort and raises the concern that you’re pinging brokers that may not have had your data in the first place. Second: you have to play the long game, because data brokers rescrape and republish your info constantly. Third: I’d rather pay for a subscription I’ll actually keep—so for most people, Aura is my #1 pick because it bundles removal with credit monitoring, VPN, password manager, dark web monitoring, and identity theft insurance, and it’s grown from 30 to 200+ broker sites covered.