Surfshark, the cybersecurity company uniting privacy and security brands such as Incogni, Ironwall, and HeyPolo, announced on September 8, 2026, that it has completed the acquisition of a majority stake in Optery. Optery is a United States-based data removal company focused on deleting personal information from search engines, data brokers, and people-search sites. The companies will continue to operate as independent and autonomous brands following the transaction.
Strategic Response to AI-Driven Privacy Risks
The acquisition responds to the growing need for personal data control in an artificial intelligence-driven landscape. Surfshark says the move aligns with its strategic commitment to invest in top-tier privacy solutions and strengthen individual security against evolving digital threats. Optery brings specialized scanning technology, detailed screenshot reporting, and extensive US data broker coverage that should accelerate innovation across the cybersecurity industry.
Expanding Consumer Protection Capabilities
Optery's platform helps individuals remove personal records from data broker databases and people-search sites, reducing exposure to scams and privacy violations. Its scanning technology identifies where personal information appears online and documents removals with detailed screenshots. Combined with Incogni's global reach, the acquisition is expected to create stronger protection for everyday internet users, especially in the US market.
Leadership Highlights a Shared Mission
Surfshark founder and chairman Vytautas Kaziukonis said the company aims to empower people to take full control of their digital lives. He noted that adding Optery expands Surfshark's personal data protection capabilities and unlocks new potential for innovation. Optery CEO and founder Lawrence Gentilello called the deal an exciting milestone reflecting a shared commitment to prevent cyber and physical threats through personal data removal.
Complementary Expertise and Collaborative Growth
According to Darius Belejevas, CEO of Incogni, the acquisition reinforces the mission to address the root cause of scams and privacy violations: widespread monetization of personal data. He explained that Optery's deep US-market expertise will complement Incogni's global scale. The combined knowledge across Incogni, Ironwall, and Surfshark is expected to deliver an unmatched defense for internet users.
Standalone Operations and Autonomous Structure
Optery will continue to operate as a standalone company within the Surfshark ecosystem. Incogni, Ironwall, and Optery will maintain separate teams, client bases, technical architectures, and feature sets, and each brand will retain its existing leadership and operational independence. The group has emphasized that the acquisition does not signal a merger of products or customer systems, but rather a partnership that preserves specialized service quality while enabling collaboration.
Second Major Acquisition for Surfshark
Optery becomes the second strategic acquisition for Surfshark, following the 2024 acquisition of Ironwall. Ironwall is a data-removal service dedicated to public sector officials, government employees, and executive teams. The addition of Optery deepens Surfshark's presence in the US privacy market and expands its portfolio of data removal solutions for both individuals and high-risk professionals.
By bringing Optery into its ecosystem, Surfshark strengthens its ability to help people reduce their digital footprint and limit exposure to data broker profiling. The transaction reflects a wider industry shift toward proactive privacy tools at a time when artificial intelligence makes personal information easier to collect and misuse. With Optery and Incogni operating alongside one another, the group is positioning itself to address both global scale and US-specific data removal needs.