Self-serve tools handle one narrow slice of search cleanup, and they handle it better and far more cheaply than anyone doing it by hand. The slice is data broker and people search records. Everything outside that slice they cannot touch at all.
Nine tools are recorded here. The main reference page covers the whole market including the agencies. This record covers only what you can buy, operate and cancel yourself.
What self-serve can and cannot reach
| Problem | Self-serve tool | Why |
|---|---|---|
| Address, phone, age, relatives on people search sites | Yes | Standardized opt-out processes, automatable |
| Breach exposure | Monitoring only | Nothing can recall leaked data |
| A news article | No | Requires persuading a publisher |
| A court or arrest record | No | Source is a government body |
| A review | No | Requires a platform policy argument |
| An empty or weak first page | No | Requires publishing, not removing |
One row in six. That is not a criticism of the tools; it is the reason buyers who expect more come away disappointed and conclude the category is a scam.
The nine
| Tool | From | Sites | Re-scan | Free entry | Founded |
|---|---|---|---|---|---|
 Optery |
3.99 a month | 375 to 635 | Recurring | Free scan | 2020 |
 EasyOptOuts |
19.99 a year | 200 plus | 4 months | None | 2020 |
| Incogni | 7.99 a month | 420 plus | Continuous | None | 2021 |
 Privacy Bee |
8 a month | Up to 1,121 | Ongoing | Free scan | 2020 |
 Atlas Privacy |
9 a month | 150 plus | Weekly | Free plan | 2021 |
 Kanary |
9.99 a month | Not published | Ongoing | Free plan | 2020 |
 OneRep |
14.95 a month | 313 | Monthly | 5 day trial | 2015 |
 DeleteMe |
129 a year | 950 plus | Quarterly | None | 2010 |
 BrandYourself |
Free tier | Not published | Ongoing | Free plan | 2010 |
Entries
Optery
Type: software. Founded 2020, San Francisco Bay Area. Entry: free scan, paid from 3.99 a month. Y Combinator backed, roughly 7.45 million dollars raised.
Submits opt-outs across 375 to 635 or more sites by tier and supplies before and after screenshot evidence of every removal. Holds SOC 2 Type II certification and PCMag Editors’ Choice in 2022, 2023 and 2024. Full removal typically takes 3 to 4 months.
The screenshot evidence is the single most useful feature in this category, because every other tool asks you to accept a number. Users report the dashboard occasionally marking profiles removed while they remain live, which is precisely what the screenshots let you catch.
Best for: Buyers who want proof, budget-conscious individuals, families.
Not ideal for: Anyone wanting a human-managed service, non-US coverage, one-time fixes.
Last verified July 14, 2026.
EasyOptOuts
Type: software. Founded 2020. Entry: 19.99 a year, no free scan.
200 plus sites, rechecked every four months, roughly five minutes to set up, with initial results reported within about two weeks. Independently validated by Consumer Reports in 2024, where it performed competitively against far pricier services.
That validation is the important record here, because it is the clearest available evidence that broker counts do not predict outcomes. The same testing found roughly a third of listings persisting after months. Support is email only, there is no per-broker progress dashboard, and automation cannot process sites requiring complex interaction.
Best for: Budget-conscious individuals, first-time buyers, US residents.
Not ideal for: Buyers wanting a preview, phone support, non-US coverage.
Last verified July 2026.
Incogni
Type: software. Founded 2021, Amsterdam, by Surfshark under Nord Security. Entry: 7.99 a month on annual billing, 30 day money back, no free trial.
420 plus broker partnerships covering people-search, HR and marketing databases, with continuous monitoring and 24/7 live chat through Surfshark. The parent group provides GDPR compliance and financial stability that independent operators cannot match.
Coverage is lower than DeleteMe. As a product inside a large security portfolio, roadmap priority is a fair question.
Best for: Budget buyers, existing Surfshark subscribers, EU users, buyers wanting live support.
Not ideal for: Buyers wanting the widest coverage or a free preview.
Last verified July 2026.
Privacy Bee
Type: software. Founded 2020, Alpharetta, Georgia. Entry: 8 a month billed annually, free scan with no card, 30 day money back. Signature tier around 799 a year.
Coverage of up to 1,121 brokers on higher tiers with analyst-assisted removals, plus a separate business division that won a 2025 Cybersecurity Excellence Award. Users frequently report noticeably fewer spam calls after signup.
Two documented problems. Independent testing found removals well short of the advertised coverage after several months, with vague broker lists. And multiple reviewers and testers report that cancelling or fully deleting an account is difficult, which is an unusual failing for a privacy service.
Best for: Privacy-conscious individuals, families, high-profile individuals, doxxing targets.
Not ideal for: Buyers who value a clean exit, anyone relying on the headline coverage figure.
Last verified July 2026.
Atlas Privacy
Type: hybrid. Founded 2021, Jersey City, Y Combinator S21. Entry: free plan, paid from 9 a month, VIP around 110 a month.
150 plus brokers with weekly re-scans, which is a faster cadence than most competitors run monthly or quarterly, and automatic re-removal when data reappears. The free tier includes an exposure scan and more than 50 DIY opt-out guides.
Narrowest paid coverage recorded here. Its Daniel’s Law litigation on behalf of roughly 20,000 assigned New Jersey officers and officials does not extend to ordinary subscribers, and that litigation model faces active First Amendment challenges.
Best for: New Jersey public officials, privacy-conscious consumers, families, DIY-inclined buyers.
Not ideal for: Buyers prioritizing coverage breadth.
Last verified July 2026.
Kanary
Type: software. Founded 2020, Chicago, Y Combinator and Mozilla Builders backed. Entry: free tier, premium from 9.99 a month.
Self-serve Copilot tool plus a managed Cloud service. Youngest company in this record and does not advertise a broker count, which limits comparison. Startup-stage continuity risk is a reasonable consideration on a subscription you expect to run for years.
Best for: Free-tier seekers, budget buyers, families.
Not ideal for: Buyers needing verifiable coverage figures or a long track record.
Last verified July 2026.
OneRep
Type: software. Founded 2015 by Dmitri Shelest. Entry: 14.95 a month, 5 day free trial. 313 sites, monthly re-scanning, unlimited aliases per account.
The monthly re-scan cadence and unlimited aliases are genuinely better than most of this list, and the 5 day trial is one of the few previews available in the category.
One fact belongs in the record and should govern how it is read. In March 2024, KrebsOnSecurity reported that OneRep’s founder and chief executive also owned a data broker called Nuwber. Mozilla had built its paid Monitor Plus removal tier on OneRep’s engine, continued promoting it for months after the reporting, and ended the partnership before discontinuing that tier in December 2025. Whether the company has since restructured is a question to put directly. US offices in California and Virginia with a development team in Belarus.
Best for: Buyers wanting frequent re-scans and multiple aliases, after due diligence on ownership.
Not ideal for: Buyers with jurisdictional concerns, anyone unwilling to accept the ownership history.
Last verified July 2026.
DeleteMe
Type: software. Founded 2010, Boston, under Abine. Entry: 129 a year, no free trial, 7 day money back.
950 plus sites, the widest coverage recorded here, with quarterly reports and human privacy advisors for complex or manual cases. Fifteen years of operation under clear co-founder leadership.
The advisors are the differentiator rather than the count. A real share of brokers require manual intervention that automation cannot complete, and few consumer-priced services staff for it. The seven day refund window closes long before the first quarterly report arrives.
Best for: Buyers wanting the widest coverage handled for them, families, executives.
Not ideal for: Non-US buyers, anyone wanting to test before paying.
Last verified March 11, 2026.
BrandYourself
Type: software with managed tiers. Founded 2010, New York, under HelloPrivacy LLC. Entry: free forever tier, DIY from around 29 a month.
The only entry here that addresses more than the broker slice, because its paid tiers include suppression work alongside opt-outs. That makes it the closest thing in this record to a tool that touches the second row of the table at the top.
Best for: Proactive builders, DIY practitioners, free-tier evaluation.
Not ideal for: Passive buyers expecting automation, active crises.
Last verified March 12, 2026.
Notes
Coverage figures are each company’s own published claim and are not independently comparable, because no standard exists for what counts as a covered site. Independent testing has repeatedly found real removals below advertised counts.
Removal in this category is recurring rather than final. Brokers reacquire from public records and commercial data continuously, which is why every provider here re-scans on a cycle and why cancelling returns you to the starting position within months.
Full records including verification status are in the provider database. Compiled July 2026.
Last updated on July 29, 2026