In a world dominated by internet searches and online identities, one might agree that the only true freedom is anonymity. You may not know this, but as you go about your daily routine, countless online entities are hunting for your digital footprint. This footprint can be used by data brokers in unpleasant ways against you. Data brokers engage in several intrusive tactics including buying and selling your personal information such as contact details and addresses to closely monitor your browsing habits. Data brokers even go so far as to build a complete ad profile which is then sold to the highest bidder. As you read this, you may be worried about what to do about it, how to protect your online identity and become anonymous. Enter Incogni, Surfshark's latest tool to simplify the process towards online freedom. But what is Incogni, and how do you use it? Well, I've been using Incogni for a while now, and here's my experience with this site.

Developed by the team behind Surfshark, Incogni is a data removal tool that removes users' personal information from data brokers (explained below) for you. Incogni's database of data brokers is large and runs into dozens. This includes large-scale data brokers that most deletion services do not cover.

Incogni also deals with marketing, health and financial brokers, so you can stop receiving those annoying messages or not have your insurance premium suddenly increase. Incogni also plans to cover crowdsourcing brokers soon, so it's all the better for the privacy of your online identity. While Incogni isn't the only service that contacts data brokers for you, most other services do a half-hearted job and leave much of the hard work to you. Thankfully, everything is automated in this case, as Incogni handles all data requests from start to finish.

But why should you trust Incogni over any other service? Well, if you've heard about the popular VPN service, Surfshark VPN, and its amazing performance, you'll be happy to know that Incogni is built by the same team that has extensive experience in cybersecurity. So rest assured, your data, or in this case, the lack of it, is safe with them. Additionally, if you are concerned about handing over your personal information to Incogni, it would come as a relief that the company operates in Canada under the Personal Information Protection and Electronic Documents (PIPEDA) Act. So yes, there would be no mishandling of information.