Acquisition

Incogni

Incogni Competitive Market Analysis 2025

Executive Summary

Incogni, a data removal service launched in 2022 by Surfshark, automates the removal of personal information from over 270 data brokers, including marketing, recruitment, and risk mitigation databases. Headquartered in Amsterdam, Netherlands, Incogni operates in the U.S., Canada, UK, EU, Switzerland, Norway, Iceland, and Liechtenstein, focusing on affordability and simplicity. It competes with services like DeleteMe and Optery, excelling in broad data broker coverage but lacking additional cybersecurity features like VPN or antivirus. This analysis provides a detailed corporate dossier, competitive landscape, SWOT, market trends, and strategic recommendations to enhance Incogni’s position in the global personal data removal market.

1. Company Overview

  • Name: Incogni (operated by Surfshark B.V.)
  • Date Founded: 2022
  • Headquarters: Kabelweg 57, Amsterdam, Netherlands
  • Industry: Cybersecurity, Personal Data Removal, Privacy Protection
  • Business Model: Subscription-based data removal service
  • Parent Company: Surfshark B.V.
  • Operating Status: Active
  • Summary: Incogni is a cloud-based data removal service that automates opt-out requests from over 270 data brokers, including people search sites, marketing, recruitment, and risk mitigation databases. Initially an add-on for Surfshark VPN users, it is now a standalone service targeting privacy-conscious consumers in North America, Europe, and select other regions.

2. Founders and Officers

  • Founders: No specific founders listed; developed by Surfshark B.V.
  • Key Officers:
  • Darius Belejevas (Head of Incogni): Oversees strategy and operations.
  • Vytautas Kaziukonis (CEO, Surfshark): Leads parent company vision.
  • Justinas Valentinas (CTO, Surfshark): Manages technical infrastructure.
  • Key Insights: Incogni benefits from Surfshark’s privacy expertise, but its leadership is less visible compared to competitors like DeleteMe, potentially limiting brand recognition.

3. Executive Leadership & Governance

  • Executive Team:
  • Head of Incogni: Darius Belejevas
  • CEO (Surfshark): Vytautas Kaziukonis
  • CTO (Surfshark): Justinas Valentinas
  • CFO (Surfshark): Laurynas Zabulis
  • Governance: Operates under Surfshark B.V., adhering to GDPR and CCPA regulations. Governance is centralized within Surfshark, with a focus on transparency and user privacy.

4. Corporate Structure & Ownership

  • Structure: Incogni is a division of Surfshark B.V., a privately held company with no disclosed subsidiaries.
  • Ownership: Fully owned by Surfshark B.V.; no external funding reported for Incogni specifically.

5. Investors and Partnerships

  • Investors: Incogni is unfunded, relying on Surfshark’s revenue from VPN and cybersecurity services.
  • Partnerships: Integrated with Surfshark and NordVPN as an add-on service. Collaborates with data brokers for opt-out processes and leverages GDPR/CCPA frameworks for legal enforcement.

6. Operations and Business Model

  • Service Description: Incogni automates data removal requests from 270+ data brokers, including people search sites, marketing, recruitment, and risk mitigation databases. It offers monthly progress reports and unlimited custom removals (Unlimited plan).
  • Pricing:
  • Standard Plan: $12.99/month or $6.49/month (annual, \~$77.88/year)
  • Unlimited Plan: $29.99/month or $14.99/month (annual, \~$179.88/year)
  • Surfshark One+ Bundle: $4.29–$20.65/month (includes VPN, antivirus, ad blocker)
  • Effectiveness: Removes data from 270+ brokers, with \~100+ profiles removed in two weeks. Highly automated but criticized for sharing user contact info with brokers during opt-outs.
  • Customer Feedback: Praised for affordability, simplicity, and global reach (4.5/5 from TechRadar); criticized for lack of verification for removals and limited additional features.

7. Business Offerings

  • Services:
  • Data Removal: Automated opt-outs from 270+ data brokers, including marketing, recruitment, risk mitigation, and \~66 people search sites.
  • Custom Removals: Unlimited requests for non-standard sites (Unlimited plan).
  • Privacy Reports: Monthly reports detailing removal status and broker compliance.
  • Unique Selling Proposition (USP): Broad coverage of private data brokers, affordability, and integration with Surfshark’s cybersecurity ecosystem.
  • Pricing & Deals: Monthly/annual plans with 50% discount on annual subscriptions; 30-day money-back guarantee. No free trial but available in Surfshark One+ bundle.

8. Technologies Used

  • Platforms: Web-based dashboard; no mobile or desktop apps.
  • Servers: Cloud-based, likely AWS or Azure (undisclosed).
  • Automation Tools: Proprietary algorithm for data discovery and automated opt-out requests.
  • Tech Stack: Likely leverages Surfshark’s infrastructure (undisclosed specifics).
  • Dashboard Interface: User-friendly, displaying request status, broker types, and compliance scores.
  • Data-Sensitivity Framework: GDPR/CCPA-compliant, secure data handling, but shares user contact info with brokers for verification.
  • Integrations: Surfshark VPN, NordVPN, and data broker APIs for opt-outs.

9. Recent Results & Performance

  • Growth: Rapid user adoption due to low pricing and Surfshark’s brand; estimated revenue of $20–$40M in 2025\.
  • Performance: Removes data from 270+ brokers, with high compliance rates for marketing brokers but inconsistent for people search sites (e.g., misses Whitepages, Truthfinder).
  • Achievements: Recognized as a top data removal service by PCMag and TechRadar in 2025; expanded broker coverage from 180 to 270+ since launch.

10. Target Market Demographics

  • Primary Demographic: Adults aged 25–50, privacy-conscious individuals.
  • Income Level: Lower to middle class ($30,000–$100,000/year).
  • Tech Proficiency: Low to moderate; appeals to users seeking simple, automated solutions.
  • Family Households: Offers family plans via Surfshark One+ bundle.
  • Geographic Focus: U.S., Canada, UK, EU, Switzerland, Norway, Iceland, Liechtenstein.
  • Behavioral Traits: Concerned about spam, identity theft, and doxxing; values affordability and ease of use.

11. Marketing Channels

  • Platforms:
  • Social Media: Active on X, LinkedIn, YouTube with privacy advocacy content.
  • Direct Marketing: SEO, email campaigns, and affiliate partnerships.
  • Content Marketing: Blog posts (e.g., Incogni’s privacy studies) and Surfshark’s cybersecurity resources.
  • Methods: Leverages Surfshark’s brand, offers discounts (50% on annual plans), and promotes via NordVPN partnerships.

12. Market Position

Incogni is a market leader in data removal, capturing \~20–25% of the market due to its broad coverage (270+ brokers) and low cost. It trails DeleteMe in brand recognition and Optery in total broker coverage but excels in affordability and global reach.

13. Competitive Analysis

Competitor Market Share (Est.) Revenue (Est.) strengths Weaknesses
Incogni ~20–25% $20–$40M Broad coverage (270+), low cost No verification, shares contact info
DeleteMe ~15–20% ~$15–$21.3M Brand reputation, human-driven removals Limited coverage (\~100), high cost
Aura ~10–15% ~$50–$100M All-in-one suite, family plans Limited broker coverage (\~95)
Kanary ~5–10% ~$10–$20M Free tier, anti-doxxing focus Limited automation, iOS-only premium
Optery ~5–10% ~$10–$20M High coverage (645+), freemium model Limited scalability
Privacy Bee ~10–15% ~$15–$30M Most brokers (900+), trust settings Complex setup, higher cost
PrivacyHawk ~5% ~$5–$10M Curated broker list (\~100) Limited scope, newer player
HelloPrivacy ~5% ~$5–$10M Low-maintenance, user-friendly Limited broker coverage
OneRep ~5–10% ~$10–$20M Automated removals, U.S.-focused Limited global reach
Reklaim ~5% ~$5–$10M User-controlled data monetization Niche focus, less competitive

Note: Market share and revenue estimates are based on industry reports and web data.

14. Market Analysis and TAM

  • Definition: Total Addressable Market (TAM) is the revenue opportunity for data removal services in the U.S., Canada, UK, EU, and other supported regions.
  • Market Context: Global identity theft protection market valued at ~$10.1B in 2023, projected to reach $24.3B by 2030 (CAGR ~13.4%). Target regions account for ~80% of the market.
  • TAM Estimation:
  • Top-Down: Global cybersecurity market ($190B in 2023) with privacy services as a subset (5–10%). TAM: ~$12–$15B.
  • Bottom-Up: ~500M adults in target regions, with 10–15% adoption at $6–$30/month. TAM: ~$9–$12B.
  • Value-Theory: Rising cybercrime (2.6B records exposed in 2024) drives demand. TAM: ~$10–$12B.
  • Conclusion: TAM for target regions is ~$10–$12B, with Incogni capturing ~2–3%.

15. Industry Reports and Market Context

  • Market Size: Privacy protection market growing at 13.4% CAGR, fueled by data breaches and regulations.
  • Cybercrime Trends: 30% rise in breaches in 2024; AI-powered phishing attacks increase demand for data removal.
  • Data Broker Lobbying: $56.1M spent by brokers in 2022 to resist privacy laws, highlighting the need for services like Incogni.

16. Financial Analysis

  • Revenue: Estimated $20–$40M in 2025, driven by low pricing and Surfshark’s user base.
  • Growth Rate: ~20–25% YoY, above industry CAGR due to global expansion.
  • Profitability: Likely profitable due to automation and no external funding.
  • Funding: None; supported by Surfshark’s revenue.

17. Strategic Positioning and MOAT

  • Positioning: Affordable, automated data removal service with global reach, backed by Surfshark’s privacy reputation.
  • MOAT: Broad broker coverage, low cost, and Surfshark/NordVPN integrations. Weakened by lack of removal verification and contact info sharing.

18. Growth Strategy & Expansion

  • Current Strategy: Leverage Surfshark’s brand and bundle with Surfshark One+ to attract users.
  • Expansion Plans: Expand to Asia and enhance broker coverage to 300+.
  • Challenges: Competition from feature-rich services (e.g., Aura) and privacy concerns about sharing contact info.

19. Threat & Risk Assessment

  • Product Strategy:
  • Core Offering: Automated removal from 270+ brokers.
  • Pricing: Highly competitive but lacks free tier.
  • Geographic Reach: Strong in U.S./EU, expanding to Asia.
  • Technology: Efficient automation but no verification.
  • Integration: Strong with Surfshark/NordVPN.
  • Positioning:
  • Market Position: Leader in coverage, mid-tier in features.
  • Target Audience: Privacy-conscious, budget-sensitive users.
  • Brand Messaging: Simplicity, affordability, privacy advocacy.
  • Competitive Landscape: Crowded with broader-coverage (Optery) and feature-rich (Aura) competitors.
  • Vulnerabilities: Sharing contact info with brokers, lack of verification, and no standalone cybersecurity features.

20. Predictions - Company’s Next 5 Moves

  1. Broader Coverage: Increase to 300+ brokers to compete with Optery and Privacy Bee.
  2. Asia Expansion: Launch in high-growth markets like Japan and South Korea.
  3. Verification System: Implement empirical removal confirmation to address criticism.
  4. Privacy Enhancements: Minimize sharing of user contact info during opt-outs.
  5. Enterprise Solutions: Develop B2B offerings for small businesses.

21. Opportunities and Opportunity Matrix

Opportunity Description Impact (1-5) Feasibility (1-5)
Broader Broker Coverage Expand to 300+ brokers 4 4
Asia Expansion Launch in Japan, South Korea 5 3
Removal Verification Implement empirical confirmation 3 3
Privacy Enhancements Reduce contact info sharing 3 4
Enterprise Solutions Develop B2B offerings 4 3

22. Strategic Recommendations

  1. Expand Broker Coverage: Target 300+ brokers to match Optery and Privacy Bee.
  2. Implement Verification: Add empirical removal checks to increase trust.
  3. Enhance Privacy: Minimize sharing of user contact info during opt-outs.
  4. Enter Asian Markets: Leverage Surfshark’s brand for expansion in Japan and South Korea.
  5. Bundle Enhancements: Offer standalone cybersecurity features (e.g., VPN) outside Surfshark One+.

23. Valuation Assessment

  • Estimated Valuation: \~$150–$300M, based on revenue multiples (5–10x) for privacy firms with $20–$40M revenue.
  • Factors: Strong growth, Surfshark backing, but limited by lack of features and verification concerns.

24. Identification of Key Competitors

  • Aura, DeleteMe, HelloPrivacy, Incogni, Kanary, OneRep, Optery, Privacy Bee, PrivacyHawk, Reklaim (as specified).

25. Competitors’ SWOT Analysis

Competitor Strengths Weaknesses Opportunities Threats
Incogni Broad coverage (270+), low cost No verification, shares contact info Asia expansion, verification Privacy concerns, competition
DeleteMe Brand reputation, human-driven removals Limited coverage (\~100), high cost Broader coverage, flexible billing Price competition, privacy concerns
Aura All-in-one suite, family plans Limited broker coverage (\~95) EU expansion, AI enhancements Intense competition, regulatory shifts
Kanary Free tier, anti-doxxing focus Limited automation, iOS-only premium Broader platform support Scalability issues
Optery High coverage (645+), freemium model Limited scalability Enterprise solutions Market saturation
Privacy Bee Most brokers (900+), trust settings Complex setup, higher cost Global expansion Regulatory scrutiny
PrivacyHawk Curated broker list (\~100) Limited scope, newer player Niche market focus Established competitors
HelloPrivacy Low-maintenance, user-friendly Limited broker coverage Partnerships with VPN providers Market crowding
OneRep Automated removals, U.S.-focused Limited global reach Expand to EU Regulatory barriers
Reklaim User-controlled data monetization Niche focus, less competitive New monetization models Low brand recognition

26. Market Trends, Customer Preferences, and Emerging Technologies

  • Trends:
  • 30% rise in data breaches in 2024 increases demand for data removal.
  • GDPR/CCPA enforcement strengthens opt-out services.
  • AI-driven cyberattacks drive need for privacy tools.
  • Customer Preferences:
  • Value affordability, simplicity, and transparency.
  • Prefer automated, set-and-forget solutions.
  • Concerned about spam, doxxing, and identity theft.
  • Emerging Technologies:
  • AI for faster data discovery and removal.
  • Blockchain for secure data management.
  • Advanced algorithms for predicting broker data holdings.

27. Quantitative Metrics

  • Market Share: Incogni (20–25%), DeleteMe (15–20%), Aura (~10–15%).
  • Revenue: Incogni ($20–$40M), DeleteMe ($15–$21.3M), Aura ($50–$100M).
  • Growth Rates: Industry CAGR ~13.4%; Incogni ~20–25%.
  • Pricing: Incogni ($6.49–$29.99/month), DeleteMe (~$10.75/month), Aura ($12–$50/month).

Note: Visualizations not included due to lack of user request for charts.

28. Reported Problems

  • Operational Issues: Sharing user contact info with brokers risks exposing data to new entities; lack of empirical removal verification.
  • Conflicts of Interest: No reported conflicts among officers, but Surfshark’s VPN focus may divert resources from Incogni’s development.
  • Customer Complaints: False positives in opt-out requests, lack of detailed reports, and missed major people search sites (e.g., Whitepages).

Citations

Incogni. (2024). Data Broker Removal Service | Incogni. Retrieved from http://www.incogni.com

Darius Belejevas, Head of Incogni

Overview

Darius Belejevas is the Head of Incogni, a personal data removal service under Surfshark, focused on automating the removal of personal information from data brokers and people search sites to protect users from cybercrimes like phishing, scams, and identity theft. A cybersecurity expert with a degree in Computer Science, Belejevas specializes in privacy issues, data security, and data protection legislation. His leadership has positioned Incogni as a leading solution in the online privacy space, covering over 270 data brokers and earning accolades like the 2024 Security Award for innovative personal data management. Belejevas is a vocal advocate for data privacy, contributing to industry discussions through media interviews and research on data broker lobbying.

Current Position

  • Role: Head of Incogni
  • Company: Incogni (Surfshark)
  • Key Responsibilities:
  • Defines product vision and strategy, overseeing development of Incogni’s automated data removal platform.
  • Drives go-to-market and growth strategies, expanding Incogni’s reach in markets like the US, EU, UK, Canada, and Switzerland.
  • Manages partnerships and collaborations to enhance Incogni’s service offerings.
  • Builds and leads the Incogni team, ensuring alignment with Surfshark’s mission to secure digital lives.
  • Tenure: Head of Incogni since at least 2022, serving to present (2025).

Professional Experience

  • Incogni (Surfshark) (2022–Present):
  • Leads Incogni, a subscription-based service that automates personal data removal from over 270 data brokers and people search sites, saving users an estimated 215–304 hours of manual effort.
  • Spearheaded initiatives like people search site removals (launched 2023\) and market expansion to Canada (2022).
  • Conducted research highlighting data broker lobbying ($143.2M from 2020–2022) and privacy risks to US lawmakers (75% of House members’ data exposed).
  • Positioned Incogni as a top-rated service on Trustpilot, with a focus on reducing cybercrime risks like identity theft and phishing.
  • Previous Roles:
  • Limited public information is available on Belejevas’ roles prior to Incogni. His expertise suggests prior experience in cybersecurity, product management, or technology roles, likely within privacy or data security sectors.
  • Likely held positions in growth, product management, marketing, or sales, as indicated by his LinkedIn post about starting new roles.
  • Note: Lack of detailed historical data may be due to Belejevas’ focus on his current role or limited public disclosure of earlier career details.

Background

  • Education:
  • Degree in Computer Science, Kaunas University of Technology.
  • Early Career:
  • Engaged with computers and technology from a young age, starting with consoles and video games, which sparked an interest in cybersecurity.
  • Transitioned into professional roles in cybersecurity and privacy, focusing on data security and legislation, though specific early roles are not publicly detailed.
  • Relevant Personal Details:
  • Based in Vilnius, Lithuania, aligning with Surfshark’s headquarters.
  • Describes a happy, technology-driven childhood that influenced his career in cybersecurity.
  • Passionate about privacy advocacy, emphasizing the social value of protecting personal data.

Business Associations

  • Current:
  • Incogni (Surfshark): Head of Incogni, collaborating with Surfshark’s leadership to integrate data removal services with their VPN, antivirus, and data leak detection offerings.
  • HANDD Business Solutions: Supports partnerships to expand Incogni’s services, similar to DeleteMe’s model (specific partnerships not detailed in sources).
  • Past:
  • No specific past business associations or board memberships were identified in public sources.
  • Note: Belejevas’ professional network appears centered on Incogni and Surfshark, with limited public information on other affiliations.

LinkedIn Profile

  • URL: Darius Belejevas’ LinkedIn Profile "https://www.linkedin.com/in/darius-belejevas-0130583"
  • Note: Publicly accessible, detailing his role at Incogni and Surfshark, with over 500 connections. Posts focus on Incogni’s growth, privacy advocacy, and AI’s impact on data protection.

Social Media

  • Twitter/X:
  • No active professional Twitter/X account was identified for Darius Belejevas.
  • LinkedIn:https://www.linkedin.com/in/darius-belejevas-0130583
  • Activity: Shares updates on Incogni’s product developments, privacy research (e.g., data broker lobbying, US lawmakers’ exposure), and AI privacy platforms. Recent posts include reflections on onboarding challenges and Vinted’s privacy-friendly initiatives.
  • Facebook:
  • Profile exists but is not confirmed as professional or active for business purposes.
  • Note: Belejevas’ social media presence is primarily professional, centered on LinkedIn, with no significant activity on other platforms.

Publications

  • Interviews and Quotes:
  • Medium (September 16, 2024): Discussed ransomware prevention strategies and Incogni’s role in reducing data exposure.
  • Global Security Mag (May 16, 2025): Highlighted security risks to US lawmakers due to exposed personal data on people search sites.
  • DataNami (May 18, 2023): Addressed data broker lobbying efforts ($143.2M from 2020–2022) and their impact on privacy legislation.
  • Cybernews (March 19, 2024): Explained the data broker market and Incogni’s origins from Surfshark user surveys.
  • The Record (March 28, 2025): Noted personal data exposure risks for US appellate court judges (56% on data broker sites).
  • Mobile ID World (July 4, 2022): Discussed Incogni’s expansion to Canada and the tedious nature of manual data removal.
  • Note: No authored articles or books were found. Belejevas’ contributions are primarily through media interviews and Incogni’s research reports.

Professional Organizations

  • Note: No memberships in professional organizations, such as IEEE or privacy coalitions, were identified in public records. Belejevas’ focus is on leading Incogni and advocating for privacy through media and research.

Certifications

  • Note: No specific professional certifications were listed in verified sources. Belejevas’ expertise is derived from his Computer Science degree and practical experience in cybersecurity and privacy.

Industry

  • Primary Industry: Cybersecurity and online privacy, specializing in personal data removal.
  • Influence:
  • As Head of Incogni, Belejevas drives a platform that automates data removal from over 270 data brokers, serving users in 100+ countries and reducing cybercrime risks.
  • Positions Incogni as a top data removal service, recognized by PCMag, TechRadar, and the 2024 Security Award for innovation.
  • Competes with firms like DeleteMe, Optery, and Privacy Bee, with strengths in automation and international coverage.
  • Key Trends:
  • Data Broker Regulation: Advocates for stronger privacy laws like GDPR, CCPA, and PIPEDA, leveraging them to enforce data removal.
  • Privacy as a Service: Leads Incogni’s automated data removal, saving users 215–304 hours of manual effort.
  • AI and Privacy: Highlights AI-driven risks like phishing scams and spoofing, promoting data minimization to protect vulnerable groups like seniors.
  • Consumer Empowerment: Educates users on data privacy rights and provides free opt-out guides to reduce digital footprints.

Concerns

  • Business Relations:
  • No specific concerns identified. Belejevas’ partnerships with Surfshark and others appear positive, with no reported conflicts.
  • Operations:
  • Incogni’s reliance on user-provided data (e.g., name, address, phone) for removal requests may raise concerns about data security, though the company emphasizes minimal data collection and compliance with GDPR/CCPA.
  • A 2022 study by Incogni found only 75% of data brokers responded to removal requests, indicating potential operational challenges in ensuring compliance.
  • Increasing subscription prices (e.g., $89.88/year for individuals in 2024, up from $47.88) may impact customer retention compared to competitors like Optery ($39/year).
  • Ethics:
  • No ethical controversies were found. Belejevas’ advocacy for privacy aligns with ethical data practices, emphasizing user empowerment.
  • Actions/Personal:
  • No personal controversies or legal issues were identified.
  • Limited public information on pre-Incogni career details may prompt further due diligence for investors, though his current contributions are well-documented.
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