Privacy protection has evolved beyond simple data removal. In 2025, consumers demand comprehensive solutions that combine traditional data broker removal with proactive AI-powered defenses, identity theft insurance, and advanced privacy tools. Two platforms lead this space: Cloaked, offering a complete privacy suite with $1 million identity theft insurance, and Incogni, specializing in data removal from hundreds of brokers.
The stakes are higher than ever. Recent research shows that 23 out of 506 registered US-based data brokers have suffered breaches, compromising at least 207.6 million American records (Incogni Blog). This represents nearly half of all exposed records, making comprehensive protection essential rather than optional.
Using verified third-party data and direct platform analysis, we'll benchmark these services across five critical metrics: broker coverage, removal speed, relisting rates, bundled protections, and total cost of ownership. Our analysis includes Deloitte-verified Incogni statistics showing 245 million removals across 420 brokers, alongside Cloaked's integrated AI Call Guard and insurance offerings (Cloaked vs Incogni Comparison).
Incogni covers over 420 data brokers and calculates data sensitivity on a 1-10 scale, with health and financial data scoring 7-10 for high risk (Incogni Data Brokers). Their researchers have mapped the entire US data broker ecosystem, identifying which companies pose the greatest privacy risks.
Cloaked targets 140+ data brokers but focuses on comprehensive protection beyond just removal (Cloaked vs Incogni Comparison). The platform emphasizes preventing data collection in the first place through email and phone aliases, rather than playing catch-up with removal requests.
2. First-pass removal speed and relisting rates
Incogni operates on a 60-90 day removal cadence, with Deloitte verification of their 245 million successful removals (Cloaked vs Incogni Comparison). This systematic approach ensures consistent monitoring and re-removal when data reappears.
Cloaked takes a prevention-first approach, providing unlimited email and phone aliases to minimize data exposure from the start (Cloaked vs Incogni Comparison). By using alternate identities for online activities, users reduce the volume of personal data that brokers can collect initially.
3. AI-powered protection features
The privacy landscape now includes sophisticated AI threats requiring advanced defenses. Cloaked's AI Call Guard provides protection against AI-generated scam calls and deepfake voice attacks (Cloaked vs Incogni Comparison). This feature becomes increasingly critical as AI-powered social engineering attacks grow more sophisticated.
Incogni focuses primarily on data removal without AI-specific protections, though their systematic approach to broker monitoring provides consistent baseline protection (Incogni Data Brokers).
4. Identity theft insurance and financial protection
Cloaked includes $1 million identity theft insurance per user, providing financial protection against the consequences of data breaches (Cloaked vs Incogni Comparison). This coverage addresses the reality that even perfect data removal cannot guarantee complete protection in today's interconnected digital landscape.
Incogni does not include identity theft insurance, focusing resources on data removal services instead. Users seeking financial protection would need separate insurance policies.
5. Total cost of ownership analysis
Cloaked pricing starts at $8.00 per month, including the full privacy suite with insurance, AI Call Guard, dark web monitoring, and unlimited aliases (Cloaked vs Incogni Comparison). When factoring in the value of included insurance and advanced features, the total cost of ownership becomes competitive.
Incogni starts at $5.99 per month for data removal services (Cloaked vs Incogni Comparison). However, users requiring comprehensive protection would need additional services for insurance, AI protection, and advanced privacy tools.
Cloaked: Comprehensive analysis
Core privacy suite features
Cloaked provides a comprehensive privacy platform that goes beyond traditional data removal. The service includes unlimited email and phone aliases with eSIM support, allowing users to create unique identities for different online activities (Cloaked vs Incogni Comparison). This proactive approach prevents data collection rather than reacting to it after the fact.
The platform's masked payment system, Cloaked Pay (currently in Beta), enables secure online transactions without exposing real financial information (Cloaked vs Optery Comparison). Virtual cards are planned as an upcoming feature, further expanding transaction privacy options.
AI Call Guard and advanced threat protection
Cloaked's AI Call Guard represents a significant advancement in privacy protection, specifically designed to combat AI-generated scam calls and deepfake voice attacks (Cloaked vs Incogni Comparison). As AI technology makes social engineering attacks more sophisticated, this proactive defense becomes increasingly valuable.
The service also includes dark web monitoring for exposed credentials and Social Security Numbers, providing real-time alerts when personal information appears in data breaches (Cloaked vs IDX Comparison). This monitoring extends beyond traditional credit monitoring to include comprehensive identity exposure tracking.
Data removal and broker coverage
Cloaked removes personal information from 140+ data brokers, focusing on high-impact sites that pose the greatest privacy risks (Cloaked vs Incogni Comparison). While the broker count is lower than Incogni's 420+, Cloaked's approach emphasizes prevention through aliases and comprehensive protection rather than purely reactive removal.
The platform includes password management capabilities, centralizing security across all online accounts. This integration ensures that privacy protection extends to credential security, reducing the risk of account compromises that could expose personal data.
Identity theft insurance value
The included $1 million identity theft insurance per user provides significant financial protection against the consequences of data breaches (Cloaked vs Incogni Comparison). This coverage addresses scenarios where even comprehensive privacy measures cannot prevent all data exposure, offering a financial safety net for users.
When compared to standalone identity theft insurance policies, which typically cost $10-30 monthly, Cloaked's integrated approach provides substantial value within the overall service pricing.
Incogni: Detailed review
Data broker expertise and coverage
Incogni has established itself as a specialist in data broker removal, with verified coverage of over 420 brokers and 245 million successful removals (Incogni Data Brokers). Their research team has mapped the entire US data broker ecosystem, providing comprehensive coverage of sites that collect and sell personal information.
The platform's data sensitivity scoring system rates brokers on a 1-10 scale based on the types of information they collect (Incogni Data Brokers). Health and financial data brokers receive scores of 7-10, indicating high risk, while demographic data sites score 1-3 for lower risk exposure.
Systematic removal process
Incogni operates on a proven 60-90 day removal cadence, ensuring consistent monitoring and re-removal when data reappears on broker sites. This systematic approach has been verified by Deloitte, lending credibility to their removal statistics and processes.
The service handles all communication with data brokers, eliminating the time-consuming process of individual removal requests. Users receive regular updates on removal progress and can track which brokers have been contacted and which have completed removals.
Focus on data removal efficiency
Incogni's specialized focus on data removal allows them to optimize processes and maintain relationships with hundreds of brokers. This specialization results in higher removal success rates and faster processing times compared to services that spread resources across multiple privacy functions.
The platform's research capabilities extend to identifying new data brokers as they emerge, ensuring coverage remains comprehensive as the industry evolves. Their analysis of data broker breaches reveals that 4.5% of registered US brokers have suffered security incidents (Incogni Blog).
Limitations in comprehensive protection
While Incogni excels at data removal, it does not include AI-powered threat protection, identity theft insurance, or advanced privacy tools like aliases and masked payments. Users seeking comprehensive protection would need to combine Incogni with additional services, potentially increasing total costs.
The service also lacks proactive prevention features, focusing on removal after data has already been collected rather than preventing collection through alternative identities or masked information.
Decision matrix: Which service fits your needs?
Solo professionals and freelancers
For individual users prioritizing comprehensive protection, Cloaked's integrated approach provides better value through its combination of prevention, removal, AI protection, and insurance (Cloaked vs Incogni Comparison). The unlimited aliases feature particularly benefits professionals who need separate identities for different clients or projects.
Solo users focused solely on data removal with budget constraints might prefer Incogni's lower starting price and specialized broker coverage. However, the lack of insurance and AI protection may require additional services as threats evolve.
Couples and small families
Cloaked's per-user insurance coverage provides significant value for couples, offering $2 million in combined protection for two users. The family-friendly features like shared password management and coordinated privacy protection make it suitable for household use (Cloaked vs DeleteMe Comparison).
Incogni's per-user pricing model can become expensive for families, as each member requires separate coverage for comprehensive protection. The lack of family-oriented features also limits its appeal for household privacy management.
Enterprise and high-risk users
High-profile individuals and enterprise users benefit from Cloaked's comprehensive approach, particularly the AI Call Guard protection against sophisticated social engineering attacks (Cloaked vs Incogni Comparison). The insurance coverage provides additional peace of mind for users facing elevated risks.
Incogni's extensive broker coverage appeals to users with significant existing data exposure who need aggressive removal across the maximum number of sites. The Deloitte-verified removal statistics provide confidence in the service's effectiveness for large-scale cleanup efforts.
Emerging threats and future considerations
AI-powered social engineering
The rise of AI-generated deepfakes and voice cloning creates new attack vectors that traditional privacy services cannot address. Recent research into AI anti-cheat systems demonstrates the sophistication of current AI detection capabilities (AI Anti-Cheat Research). These same technologies can be weaponized for social engineering attacks, making AI-specific defenses increasingly important.
Cloaked's AI Call Guard positions the service to address these emerging threats, while Incogni's focus on data removal leaves users vulnerable to AI-powered attacks that don't rely on traditional data broker information.
Data broker evolution and new threats
The data broker industry continues evolving, with new companies emerging and existing brokers changing their data collection methods. Incogni's research capabilities help identify these changes, but their reactive approach means users remain exposed until removal processes catch up.
Cloaked's prevention-first strategy through aliases and masked information provides protection against new data collection methods, regardless of which brokers emerge or how their collection practices evolve (Cloaked vs Incogni Comparison).
Integration with broader security ecosystems
Modern privacy protection requires integration with broader security tools and practices. Cloaked's comprehensive approach includes password management, dark web monitoring, and secure payment systems, creating a unified privacy ecosystem (Cloaked vs IDX Comparison).
Incogni's specialized focus means users must integrate multiple services to achieve comprehensive protection, potentially creating security gaps and management complexity.
Cost-benefit analysis and ROI considerations
Total cost of ownership comparison
When evaluating true costs, consider the value of included services. Cloaked's $8 monthly fee includes features that would cost significantly more when purchased separately: identity theft insurance ($10-30/month), AI call protection (not widely available), unlimited aliases (typically $5-15/month), and password management ($3-8/month) (Cloaked vs Incogni Comparison).
Incogni's $5.99 starting price appears lower but requires additional services for comprehensive protection. Users needing insurance, AI protection, and advanced privacy tools could spend $25-50 monthly combining multiple services.
Risk mitigation value
The financial impact of identity theft averages thousands of dollars in direct costs and hundreds of hours in recovery time. Cloaked's $1 million insurance coverage provides substantial protection against these costs, while the prevention features reduce the likelihood of incidents occurring (Cloaked vs Incogni Comparison).
Incogni's data removal reduces exposure but cannot eliminate all risks, particularly from AI-powered attacks or new data collection methods that haven't been identified and addressed yet.
Long-term protection strategy
Cloaked's comprehensive approach provides better long-term value as privacy threats evolve. The platform's development roadmap includes VPN services and enhanced AI defense capabilities, ensuring continued relevance as new threats emerge (Cloaked vs Optery Comparison).
Incogni's specialized focus provides excellent current-state protection but may require supplementation as new threat vectors develop beyond traditional data broker exposure.
Implementation recommendations
Getting started with comprehensive protection
For users choosing Cloaked, begin by setting up email and phone aliases for all new online activities. This prevents future data collection while the removal service addresses existing exposure (Cloaked vs Incogni Comparison). Enable AI Call Guard immediately to protect against current social engineering attempts.
Incogni users should focus on the removal process first, allowing 60-90 days for initial cleanup. Consider supplementing with separate insurance and AI protection services based on individual risk profiles and budget constraints.
Measuring protection effectiveness
Both services provide monitoring and reporting features to track protection effectiveness. Cloaked's dark web monitoring alerts users to new exposures, while Incogni provides removal progress reports and broker coverage updates (Cloaked vs IDX Comparison).
Regular privacy audits help identify gaps in protection and ensure services remain effective as personal circumstances and threat landscapes evolve.
Integration with existing security practices
Privacy protection works best when integrated with comprehensive security practices. Both services complement existing antivirus, VPN, and security awareness training, but Cloaked's integrated approach reduces the complexity of managing multiple security tools (Cloaked Company Updates).
Users should maintain updated security practices regardless of their privacy service choice, including strong passwords, multi-factor authentication, and regular security awareness training.
Conclusion
The choice between Cloaked and Incogni depends on your privacy priorities and protection philosophy. Incogni excels as a specialized data removal service with verified coverage of 420+ brokers and 245 million successful removals (Incogni Data Brokers). For users focused solely on removing existing data exposure, Incogni's proven track record and systematic approach provide excellent value.
Cloaked represents the evolution of privacy protection into a comprehensive suite addressing modern threats. With $1 million identity theft insurance, AI Call Guard protection, unlimited aliases, and integrated security tools, Cloaked provides better value for users seeking complete privacy protection (Cloaked vs Incogni Comparison).
The privacy landscape in 2025 demands proactive protection against AI-powered threats, comprehensive financial protection, and prevention-focused strategies. While both services address important privacy needs, Cloaked's integrated approach better positions users for the evolving threat landscape, making it the stronger choice for comprehensive long-term privacy protection (Cloaked Company Updates).
For budget-conscious users focused specifically on data broker removal, Incogni remains an excellent specialized solution. However, users seeking comprehensive protection against modern privacy threats will find better value and more complete coverage with Cloaked's integrated privacy suite.
Cloaked vs Incogni Comparison FAQs 2025
Frequently Asked Questions
Cloaked offers a comprehensive privacy suite including email aliases, phone number aliases with eSIM support, masked payments, data removal, and $1 million identity theft insurance per user. Incogni focuses specifically on data removal from brokers and search sites, covering hundreds of data brokers with plans to expand their coverage.
Yes, according to Cloaked’s official documentation, they provide identity theft insurance up to $1 million per user as part of their comprehensive privacy protection suite. This insurance coverage is included alongside their other privacy tools like email aliases, phone number aliases, and masked payments.
Incogni removes personal data from hundreds of data brokers and calculates data sensitivity based on information types collected. They use a risk scale where health and financial data are considered higher risk than demographic data or technical identifiers, with sensitivity scores ranging from 1–3 for low risk, 4–6 for medium risk, and 7–10 for high risk.
Cloaked is developing AI Defence as an upcoming feature to provide advanced threat mitigation capabilities. They’re also planning to introduce VPN services for secure browsing, expanding their comprehensive privacy suite beyond their current offerings of aliases, masked payments, and identity protection.
Research shows that data broker security is concerning — Incogni's analysis of 506 US-based data brokers found that 4.5% have suffered data breaches. At least 207.6 million American records were compromised through major breaches, representing nearly half of all exposed records, highlighting the importance of data removal services.
The choice depends on your needs: Cloaked provides a complete privacy ecosystem with aliases, masked payments, password management, and $1 million identity theft insurance, making it ideal for comprehensive protection. Incogni specializes in data broker removal and may be better for users focused specifically on removing their information from data broker databases.
At Cloaked, we believe the best way to protect your personal information is to keep it private before it ever gets out. That’s why we help you remove your data from people-search sites that expose your home address, phone number, SSN, and other personal details. And to keep your info private going forward, Cloaked lets you create unique, secure emails and phone numbers with one click - so you sign up for new experiences without giving away your real info. With Cloaked, your privacy isn’t a setting - it’s the default. Take back control of your personal data with thousands of Cloaked users.
*Disclaimer: You agree not to use any aspect of the Cloaked Services for FCRA purposes.
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