Surfshark Takes Majority Stake in Optery to Broaden Data‑Broker Removal Services

Surfshark Group, the company behind a leading virtual‑private‑network service, announced that it has acquired a controlling interest in Optery, a data‑removal platform that helps users request the deletion of personal information from online data brokers. The deal, reported by TechRadar, gives Surfshark a majority stake while allowing Optery to continue operating under its own brand.

The move reflects a broader trend among privacy‑focused firms to bundle VPN protection with tools that address the growing problem of data aggregation. While a VPN encrypts internet traffic and masks IP addresses, it does not erase the records that data‑broker companies collect and sell. By adding a data‑removal service to its portfolio, Surfshark aims to offer a more comprehensive shield against both surveillance and the commercial exploitation of personal data.

Optery joins a short list of consumer‑facing removal services that have attracted attention in recent years, including Incogni, Ironwall and HeyPolo. Each operates as an independent brand that negotiates with dozens of data brokers on behalf of subscribers. The acquisition does not appear to change Optery’s branding or day‑to‑day operations, but it places the platform under the strategic oversight of Surfshark’s parent company.

Industry observers say the partnership could broaden the range of data brokers that Surfshark’s users can target. Currently, many VPN providers only offer basic guidance on how to opt out of data‑broker lists. With Optery’s infrastructure, Surfshark may be able to automate removal requests across a larger network of brokers, potentially increasing the success rate of deletions and reducing the manual effort required from customers.

For consumers, the integration could simplify the privacy workflow: a single subscription might grant encrypted browsing, DNS leak protection, and an automated mechanism for erasing personal records from the internet. However, the effectiveness of such services still depends on the willingness of data brokers to comply with removal requests, a factor that varies by jurisdiction and by the broker’s own policies.

Analysts note that the acquisition positions Surfshark to compete more directly with rivals that have already bundled removal tools into their offerings. As privacy regulations tighten worldwide, providers that can demonstrate tangible data‑deletion capabilities may attract users seeking a one‑stop solution. The next steps will likely involve integrating Optery’s API into Surfshark’s app ecosystem and communicating the expanded feature set to existing and prospective customers.