Surfshark Group has acquired a majority stake in Optery, a US-based data removal service, marking a strategic expansion of its privacy-focused product ecosystem.
- Acquisition boosts Surfshark's data removal capabilities in the US and Canada
- Optery operates independently, enabling Surfshark to leverage specialized scanning and reporting technology
- Deal supports Surfshark’s plan to expand data protection tools amid growing demand for digital privacy
What happened
Surfshark Group announced the acquisition of a majority stake in Optery, a US-based company that specializes in removing personal data from data brokers, people-search websites, and search engine results. Optery joins Surfshark’s portfolio alongside its other privacy brands, including Incogni, Ironwall, and HeyPolo. The financial details of the deal have not been publicly disclosed.
Optery is recognized for its advanced scanning technology and comprehensive coverage of US data brokers, along with detailed reporting that visually demonstrates the removal of personal information. Currently, Optery is available in the US and Canada, with plans for international expansion. Despite the acquisition, Optery will continue to operate independently with its own teams and product lines.
Why it matters
This acquisition underscores Surfshark’s commitment to empowering consumers with greater control over their digital privacy in an era where personal information is increasingly exposed through search engine results and AI-generated data summaries. Given that the broader data broker market is projected to reach $440 billion by 2032, investing in data removal services positions Surfshark well for long-term growth and relevance in the privacy sector.
By integrating Optery’s US-focused expertise with Surfshark’s global infrastructure and resources, the group aims to enhance data removal capabilities and accelerate the release of new privacy tools. This move also supports the consolidation of the expanding data removal industry, allowing Surfshark to offer a more robust and comprehensive suite of privacy solutions.
What to watch next
Observers should monitor how Surfshark leverages Optery’s technology and knowledge alongside its existing brands, particularly in terms of expanding coverage beyond the US and Canada and integrating advanced search-related data removal techniques. The collaboration with Incogni and Ironwall could lead to improved global reach and more effective user protections.
Additionally, it will be important to see whether Surfshark bundles its privacy services or maintains them as separate offerings to maximize user choice. The deal may also spur competitive responses from other players in the data privacy space, driving further innovation or consolidation in the data removal market.