Norton vs Incogni

Norton (Gen Digital) collects some of the most sensitive personal data of any consumer service — Social Security numbers, bank account details, driver's licence numbers, and mother's maiden name for LifeLock identity monitoring — while simultaneously running a targeted advertising business that shares user, device, and website data with advertising partners; network traffic and screen activity are monitored for security purposes; and data flows broadly across Gen Digital's corporate group, distributors, resellers, marketing partners, and analytics providers, all retained for vaguely defined periods.

Incogni is a data broker removal service that must collect your most sensitive personal information — full name, date of birth, home address, phone numbers — to do its job, then stores that data with US cloud providers including Google BigQuery, retains customer support records for six years, and runs a marketing tracking stack via Tune Inc. and Mailchimp, which sits in real tension with its privacy-first brand.