In this video, I compare Incogni vs Optery vs Aura, but I also explain the mistake most people make when they shop for these tools. Incogni and Optery are data broker removal services, period: they scan people-search/data broker sites, submit takedowns, send reports, and repeat. Aura is a full identity theft protection service, which is a completely different product category—data broker removal is only one piece of what you’re paying for. I walk through what each service is best at based on real testing. Incogni is the clear pick if you’re on a budget because it has the lowest cost per removal we’ve seen, and it’s also the best option if you’re outside the US since it works internationally. Optery is my top choice if your main goal is the most thorough and transparent removal: they cover 1,360+ sites and they show screenshot proof before and after removal, plus they offer a free ~45-minute scan with no credit card. Then I explain why Aura wins for complete protection. Breaches happen constantly, and the real question isn’t just “who removes the most brokers,” it’s what happens next when prevention fails. Aura adds credit monitoring, dark web scanning, financial monitoring, VPN/antivirus, and up to $1M (upgradeable to $5M) identity theft insurance—coverage that matters when identity theft can cost you 200+ hours to clean up.