In this video I break down Incogni vs Aura, because if you’re comparing these two, you probably don’t spend your free time obsessing over data brokers and identity theft tools—and honestly, I envy you. The key difference is simple: Incogni is a specialist that focuses on data broker removal, while Aura is a full identity theft protection suite that includes automatic data broker removal as one feature. So the “best” option depends on where you’re most vulnerable and what you actually need protection from. I walk through what Aura does well: real-time credit monitoring across all three bureaus (TransUnion, Equifax, Experian), dark web scanning for sensitive info, and the big one—support if something goes wrong. Aura’s 24/7 U.S.-based fraud resolution team can handle stressful calls and paperwork, and each adult gets $1M in identity theft insurance. On the data removal side, Aura is solid but not exhaustive (I’m seeing about 40 sites removed with more pending). Then I explain why Incogni goes deeper for removals: it can hit roughly 170–250 broker sites, keeps re-scanning, and shows everything in a transparent dashboard. My honest takeaway: most people should start with Aura for broad protection, and add Incogni if you’re especially privacy-minded and want that extra layer of data broker removal.