Data brokers are the reason your address is online. Not Google, not a leak, not anything you did. Companies you have never heard of buy public records, loyalty card data, warranty registrations and app permissions, assemble them into a profile with your name on it, and sell access to anyone who asks.
Removing yourself from them is the highest-value thing most people can do about their online presence, and it is also the most misunderstood, because the industry sells it as a one-time cleanup and it is nothing of the sort.
Our main guide sorts everything by price. This page is the twelve tools that do this specific job, and what actually separates them once you look past the broker counts.
New Life Reputation runs this site and does not sell a data removal subscription, so we have no horse in this race beyond wanting you to buy the right one.
Why broker counts are the wrong thing to compare
Every tool leads with a number: 200 sites, 420, 950, 1,121. Those numbers are not comparable, for three reasons worth understanding before you read the table.
The brokers are not equally important. A few dozen large people-search sites account for most of what actually surfaces when someone searches your name. The rest of a broker list is a long tail of data resellers whose records never appear in a search result at all. A tool covering 950 sites is not automatically five times better than one covering 200, if the extra 750 are invisible.
Coverage is a claim, not a measurement. Independent testing has repeatedly found real removals falling well short of advertised counts, and there is no standard for what counts as covered.
And nothing stays removed. Brokers reacquire data continuously, so a profile deleted in March reappears in July from a new source. This is the single most important fact in the category: you are buying a subscription to a process, not a service that finishes.
Which means the fields that actually matter are re-check frequency, proof, and what happens when you cancel.
The twelve
| Tool | Entry price | Sites claimed | Re-checks | Proof |
|---|---|---|---|---|
 EasyOptOuts |
19.99 a year | 200 plus | Every 4 months | None |
 Optery |
3.99 a month | 375 to 635 | Recurring | Screenshots |
| Incogni | 7.99 a month | 420 plus | Continuous | None |
 Privacy Bee |
8 a month | Up to 1,121 | Ongoing | Dashboard |
 Atlas Privacy |
9 a month | 150 plus | Weekly | Dashboard |
 Kanary |
9.99 a month | Not published | Ongoing | Dashboard |
 Cloaked |
9.99 a month | 1,000 plus | Ongoing | Dashboard |
 OneRep |
14.95 a month | Not published | Ongoing | Dashboard |
 Aura |
12 a month | 200 plus | Ongoing | Dashboard |
 DeleteMe |
129 a year | 950 plus | Quarterly | Quarterly report |
 BrandYourself |
Free tier | Not published | Ongoing | Dashboard |
 Mozilla Monitor |
Free | Breach data only | Ongoing | Alerts |
The one you should know about before you shop
OneRep
Founded 2015, from 14.95 dollars a month. It is included here because leaving it out would be less useful than explaining it.
In March 2024, reporting by KrebsOnSecurity revealed that OneRep’s founder and chief executive also owned a data broker called Nuwber. That is the exact conflict of interest this entire category exists to protect people from: a company selling removal from data brokers, whose owner ran one.
The consequences were real. Mozilla had built its paid Monitor Plus removal tier on OneRep’s engine, continued promoting it for many months after the reporting, and eventually ended the partnership. The paid tier shut down in December 2025.
Whether the company has since restructured is a question to put to them directly. The reason to know the story regardless is that it is the clearest illustration available of why ownership matters in this market, and why “who owns this company” belongs on your list of questions alongside price and coverage.
The ones worth your money
Optery
From 3.99 dollars a month with a free scan first, and the only tool here that shows you before and after screenshots of each removal. Given that coverage claims across this category are unverifiable and independent testing keeps finding gaps, a provider that hands you evidence rather than a counter is solving the trust problem rather than asking you to ignore it.
Holds SOC 2 Type II certification and PCMag’s Editors’ Choice for three consecutive years. The cheapest tier covers one name and one location, so a move or a name change forces an upgrade, and some users report the dashboard marking profiles removed while they are still live. The screenshots are how you catch that.
DeleteMe
129 dollars a year, running since 2010 under Abine, and the widest claimed coverage at 950 plus sites. The differentiator is not the count, it is the human privacy advisors: a meaningful number of brokers require manual intervention that automation cannot complete, and DeleteMe is one of the few consumer-priced services that staffs for it.
No free trial and a seven day refund window, which is tight given the first report arrives quarterly. You are committing to a year largely on reputation.
EasyOptOuts
19.99 dollars a year, 200 plus sites, rechecked every four months, about five minutes to set up. Consumer Reports tested it in 2024 and it performed competitively against services costing several times more, which is the strongest evidence in this list that broker counts do not track results.
No free scan, email only support, and that same testing found roughly a third of listings persisting after months. At twenty dollars a year those are reasonable trades rather than failings.
Incogni
7.99 dollars a month annually, from Surfshark under Nord Security. Over 420 brokers with live chat around the clock, which nothing else at this price staffs. The parent company is the point: infrastructure, GDPR compliance and financial stability that a two-person operation cannot match. The flip side is that a product inside a large security portfolio can be deprioritized, so the roadmap is a fair question.
Privacy Bee
From 8 dollars a month with a free scan, claiming up to 1,121 brokers on higher tiers, and users regularly report a noticeable drop in spam calls. That last detail is the most useful signal in the category, because it is an outcome you can observe rather than a number you have to trust.
Independent testers found removals well short of the advertised count after months, and multiple reviewers describe cancellation as difficult. A privacy company that is hard to leave is a contradiction worth weighing.
Atlas Privacy
Around 9 dollars a month, 150 plus brokers, with weekly re-scans. The narrowest coverage here and the fastest cycle, which is a defensible trade given that data reappears continuously. A free tier with an exposure scan and more than 50 opt-out guides lets you test before paying. Their New Jersey litigation is on behalf of assigned public officials and does not benefit ordinary subscribers.
Kanary
From 9.99 dollars a month with a genuine free tier. Founded 2020 in Chicago, backed by Y Combinator and Mozilla’s accelerator. Youngest company here and does not publish a broker count, which is either refreshing or evasive depending on your view of numbers nobody can verify.
Cloaked
From 9.99 dollars a month, covering 1,000 plus sites alongside masked emails and phone numbers. The masking is the interesting part strategically: removal cleans up data already sold, while aliases stop new data being collected. Doing both is the only approach here that addresses the supply side.
Recurring refund complaints, including customers charged a full year after cancelling within days, and masked numbers rejected by some banks.
Aura
From 12 dollars a month, bundling identity protection, credit monitoring, antivirus, a VPN and removal from 200 plus brokers, with family plans covering five adults. Reviewers consistently describe the removal component as the weakest part of the bundle, so buy it for the bundle rather than for this. Aura disclosed a 2026 breach from a phishing attack on an employee, which is worth weighing from a company selling data protection.
BrandYourself
A free forever tier that scans and reports before asking for money, with paid DIY plans from around 29 dollars a month. Best used as a diagnostic even if you buy elsewhere.
Mozilla Monitor
Free breach monitoring from the Firefox nonprofit. Included with a correction attached: the paid tier that removed broker data shut down in December 2025, so what remains is breach alerts only. Useful, free, and not a removal tool.
How to choose
Ignore the broker counts and answer three questions instead.
Do you want evidence or a number? Only Optery shows you the removals. If you are the kind of person who will otherwise wonder whether anything happened, pay for the screenshots.
Do you need a human? A meaningful share of brokers require manual work. DeleteMe staffs for it; the cheap automated tools do not.
What happens when you cancel? Everything here reverses, because brokers reacquire. Budget for this as a standing cost like a phone bill, not as a project. If that is not acceptable, the guides cover doing the opt-outs yourself, which is free and takes an afternoon a quarter.
And ask who owns the company. The OneRep story is why.
Last updated on July 28, 2026