Enterprise technology leaders are increasingly targeted by cybercriminals who exploit personal data found on data broker sites. One solution gaining traction is DeleteMe, a service that proactively removes personal information from the internet. According to WIRED, DeleteMe was founded in 2010 and claims to be one of the oldest companies in data removal. The service works by contacting data brokers on behalf of users to get them to remove personal details, including current and past mailing addresses, phone numbers, and email addresses.
How DeleteMe Works
The process is designed to be hands-off for the user. DeleteMe sends removal requests to data brokers, tracks progress via a dashboard, and follows up when brokers deny or ignore requests. WIRED journalist Martin Cizmar used the service since January and reported that it helped reduce unsolicited marketing calls and cleaned up personal information from his Google results. However, the service is not a complete cure. As DeleteMe executive Jason Dalrymple explained, "It's a cat-and-mouse game," because data brokers' cooperation is legally murky due to the lack of a comprehensive federal privacy law in the US.
Comparing DeleteMe and Incogni
Cizmar also tested competitor Incogni for his elderly mother, achieving similar results. Both services operate on the same principle, but key differences emerged in their dashboards and approaches.
| Feature | DeleteMe | Incogni |
|---|---|---|
| Dashboard updates | Reports every few months | Frequent updates (every few days) |
| Number of brokers tracked | Smaller set of sites | Thousands of websites |
| Approach | "Surgical" — slower, narrower net | Fast, wide crawling |
| Risk of data proliferation | Claims sending info to many brokers can exacerbate problems (Dalrymple) | Potentially sends user data to companies that didn't have it |
Dalrymple argued that DeleteMe's slower, more targeted approach is intentional: "It can actually exacerbate the problem [to work faster and cast a wider net] because they send your information out to these companies to make sure they don't have it—but then they have it." This philosophical difference means that comparing efficacy is nearly impossible, according to WIRED.
Legal Landscape and Limitations
Data removal services operate in a regulatory vacuum. WIRED noted that no comprehensive federal law governs how private companies use personal data. Instead, protections vary by state: California has stronger rules, while states like Missouri (where Cizmar lives) have minimal protections. Brokers may request additional verification, deny requests, or ignore them entirely, requiring persistent follow-up from the deletion service.
Implications for Enterprise Leaders
For CTOs and Chief Digital Officers, personal data exposure of executives can lead to targeted phishing, social engineering, and corporate espionage. While DeleteMe and Incogni are consumer-focused, the same risks apply to high-profile individuals in supply chain, logistics, and trade technology leadership. The services offer a dashboard to monitor progress, but enterprise buyers should evaluate whether the "surgical" approach of DeleteMe or the broader coverage of Incogni better suits their risk profile. As state-level regulations continue to evolve, automated data removal may become a standard component of executive cybersecurity hygiene.
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