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Abine: The Privacy Company That Flew Under the Radar
Analyzing the quiet giant of data removal with 81 employees and $13M in revenue
In a world obsessed with data collection, Abine built a business on making you disappear. While most tech companies chase growth at all costs, this Boston-based firm has quietly built a $13M revenue engine by doing the opposite: deleting your digital footprint. But with a 2.2/5 Trustpilot rating and 70% of its traffic coming from 'undefined' geographies, the story is more complex than it appears.
"Abine's real product isn't privacy—it's peace of mind for the privacy-paranoid, sold at scale."
The Paradox of Their User Base
Abine's traffic distribution reveals a fascinating contradiction. With 58% direct traffic and only 27% organic search, their users aren't discovering them—they're returning. This suggests a sticky product (likely DeleteMe) but also raises questions about acquisition. The 70% 'undefined' country traffic is particularly telling; either their analytics are broken, or they're attracting users in privacy-regulated regions that block tracking. The 81-employee team generating $13M in revenue means each employee contributes ~$160K ARR—efficient but not explosive.
The Brand Identity Crisis
Here's where the story gets messy. Abine's top keyword is 'deleteme' with 55,560 monthly searches—10x more than 'abine' itself. They've effectively become a product brand, not a company brand. Their LinkedIn and Facebook point to 'joindeleteme.com,' not abine.com. This isn't accidental; it's a strategic pivot. The company is letting DeleteMe consume its identity, likely because that's where the market demand lives. The question is whether this is intentional brand evolution or a failure to establish 'Abine' as a household name in privacy.
The leadership team—Shavell, Kuznetsov, and Sudbury—has been in the privacy space for over a decade. Their tech stack (Next.js, Vercel, Material UI) is modern and developer-efficient. But the 2.2/5 Trustpilot rating from 8 reviews suggests either a product experience gap or a customer service issue. In privacy tools, trust is the currency, and a sub-3-star rating is a red flag that demands investigation.
- Product-market fit achieved with DeleteMe, but brand dilution risk is real
- High direct traffic (58%) indicates strong retention but weak new user acquisition
- Revenue efficiency is solid: $13M with 81 employees (~$160K/employee)
- Trust issues: 2.2/5 rating suggests execution problems despite clear market need
- Tech stack is modern and scalable (Next.js, Vercel), but not differentiated
The Privacy Playbook: Efficient but Not Revolutionary
Abine built a sustainable business solving a real problem, but their brand strategy and user satisfaction need work to scale beyond their current niche.
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Reviews (8)
Simply the Best!
Simply the Best! Used Abine services for years. Best privacy app ever: Trackers stoped by Abine is impressive. And it also gives me a "free" multifactor authentication: everytime I get a new site to register I get a different and unique e-mail that I can change when I need... Thank you Abine!
I am an actual user and I truly love Abine.com
I am an actual user and I truly love the services from Abine.com. Me and my Family are very private and we don't wish our private data to be displayed to be displayed to anyone without our express consent. Abine.com via their Deleteme services came to the rescue and they were able to remove our name from many sites including: Been Verified People Smart Spokeo Peekyou Address.com Intelius PeopleFinders People Lookers Nuwber And many many others there are just too many to list them all! I don't think I would have been able to do this on my own & even if I could it would not be worth my time so the time savings & the hassle I would go through to remove my name from all these sites + new one's pop every month if not sooner - I am very very grateful to Abine.com for their services. All I can say is thank you Abine.com from the bottom of my heart. Andy PS They will keep removing my name for an entire year - WOW! what a great deal.
I love DeleteMe! :)
I love DeleteMe, what a great service!
I'm biased because I work for the…
I'm biased because I work for the company but i think we try to 100% protect consumer privacy. sometimes we don't get it right, but our mission is true and our products Blur and DeleteMe attempt to deliver.
Stay away from abine Deleteme
Abine Blur was su h a great online privacy company. They gave users not just the removal of personal information from data brokers, they also allowed users to have disposable credit card numbers for online purchases and a disposable telephone number with texting capabilities. I had been a client of abine since 2012. Then back around the end of 2022, abine sold off Blur to ironvest. No more disposable credit cards. However, abine has had an option in the in the deleteme app that disposable credit cards are comin soon!!!! It has been over two years and still no disposable credit cards. Then since the end of 2024, the texting service part of the disposable telephone number has NOT!!! worked. I have made many calls to abine as well ass many online requests about these two issues. The three times I did get to actually speak with a person, Allie, who is VP of oprations, said that texting issue was beling looked into. 3 months later Allie said said the problem was with their contracted telco company and I qoute " there's nothing we can do" Typical.....blame problems on someone or something else. As far as the disposible credit card...in the deleteme app, it still says coming soon, and Aalie' response to that was " that area of deleteme, disposable credit card, has been terminated. They take down the " coming soon option" on the app. Lastly, in the last 18 months more and more times I have had to go to a data brokers site like " Radaris" and go through the op-out request my self. Bottom line..when abine had Blur everthing was awesome. Great site, app, and a company that cared. Now, abine and deleteme is now a fully fesignated joke especially the individuals who run it. Save your money, time and headaches and go a different online privacy company. I Choose Aura. Optery and Incogni are very good as well.
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About abine.com
Abine, the Privacy Company
Company Overview
abine.com Social Media
Technology Stack
abine.com uses 8 technologies across their website including Google Fonts, HSTS, Vercel, and more.
Fonts
Google Fonts
Security
HSTS
Cloud & Hosting
Vercel
Analytics & Marketing
Google Tag Manager, Google Analytics
Performance
Lazy Loading
UI Libraries
Material UI
Traffic & Audience
abine.com receives approximately 29.9K monthly visitors and ranks #1,104,564 globally. The website has a bounce rate of 40% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:12 on the site.
The majority of abine.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about abine.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit abine.com directly at https://abine.com.