Surfshark has acquired a majority stake in Optery, a U.S.-based personal data removal company, expanding its cybersecurity and digital privacy ecosystem with additional capabilities for removing information from data brokers, people-search sites and search engine results.
Optery will remain an independent and autonomous company following the transaction, maintaining its own team, customers, technical architecture and product features.
The acquisition expands Surfshark’s portfolio of privacy-focused businesses, which also includes Incogni, Ironwall and HeyPolo.
Optery specializes in identifying and removing personal information exposed across the data broker ecosystem. Its technology includes automated scanning, detailed screenshot reporting and coverage of a broad range of U.S. data brokers.
Surfshark said the transaction reflects growing demand for tools that give consumers greater control over their personal data as artificial intelligence systems, online scams and other digital threats increase the potential consequences of publicly available personal information.
The companies also see opportunities to combine knowledge and technology across Optery, Incogni and Ironwall while keeping the individual businesses operationally separate.
Optery becomes Surfshark’s second strategic acquisition.
The company previously acquired Ironwall in 2024. Ironwall provides data removal services primarily for public officials, government employees and executive teams.
Surfshark’s broader cybersecurity ecosystem includes VPN services, antivirus products, scam protection and specialized privacy products.
The company is headquartered in the Netherlands and maintains offices across Lithuania, Poland and the U.S.
KEY QUOTES:
“At Surfshark, our goal is to empower people to take full control of their digital lives. With Optery on board, we’re further expanding our personal data protection capabilities and unlocking exciting new potential for innovation.”
Vytautas Kaziukonis, Founder and Chairman of the Board at Surfshark
“Joining the Surfshark is an exciting milestone that reflects a strong shared commitment to prevent cyber and physical threats with personal data removal. By pooling our knowledge with Incogni, Ironwall, and Surfshark, we can collaborate extensively to deliver even greater protection for our users.”
Lawrence Gentilello, CEO and Founder of Optery
“Our goal has always been to give people absolute control over their digital footprint. With the acquisition of Optery, we are doubling down on its mission to tackle the root cause of scams and privacy violations – the widespread monetization of personal data. With Optery’s deep US-market expertise and Incogni’s global scale, we will be able to create an unmatched defense for everyday internet users.”
Darius Belejevas, CEO of Incogni
