Quick Overview
- 1#1: BigID - Automates discovery, classification, and remediation of PII across multi-cloud, on-premises, and SaaS environments using AI-driven scanning.
- 2#2: Microsoft Purview - Provides unified data governance with AI-powered PII detection, classification, and sensitivity labeling across Microsoft ecosystems and beyond.
- 3#3: AWS Macie - Uses machine learning to automatically discover, classify, and protect sensitive PII data in AWS S3 buckets and related services.
- 4#4: Google Cloud DLP - Offers scalable API-based inspection, de-identification, and redaction of PII across Google Cloud storage and applications.
- 5#5: Securiti - Delivers contextual data security with automated PII discovery, mapping, and privacy controls across hybrid cloud environments.
- 6#6: OneTrust - Scans and discovers PII data stores for privacy compliance, mapping, and risk assessment in enterprise data landscapes.
- 7#7: Varonis DatAdvantage - Identifies and classifies PII in unstructured data across file shares, endpoints, and cloud storage with behavioral analytics.
- 8#8: Collibra - Enables data cataloging with automated PII classification, lineage, and governance workflows for compliance.
- 9#9: Immuta - Automates PII discovery and applies dynamic data policies for access control and compliance in data lakes and warehouses.
- 10#10: Alation - Facilitates PII discovery through collaborative data cataloging, ML-based classification, and metadata management.
Tools were chosen for their ability to deliver AI-driven accuracy, seamless cross-environment coverage (including multi-cloud, on-premises, and SaaS), intuitive usability, and comprehensive features such as automated classification, remediation, and compliance alignment, balancing depth with practical value.
Comparison Table
Protecting personally identifiable information (PII) is critical, and selecting the right discovery software requires understanding key tools. This comparison table features leading options like BigID, Microsoft Purview, AWS Macie, Google Cloud DLP, Securiti, and more, outlining their core capabilities. Readers will gain insights to identify the tool that aligns with their organization’s needs, focusing on scale, integration, or specialized features.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | BigID Automates discovery, classification, and remediation of PII across multi-cloud, on-premises, and SaaS environments using AI-driven scanning. | specialized | 9.6/10 | 9.8/10 | 8.4/10 | 9.2/10 |
| 2 | Microsoft Purview Provides unified data governance with AI-powered PII detection, classification, and sensitivity labeling across Microsoft ecosystems and beyond. | enterprise | 9.2/10 | 9.6/10 | 8.3/10 | 8.8/10 |
| 3 | AWS Macie Uses machine learning to automatically discover, classify, and protect sensitive PII data in AWS S3 buckets and related services. | specialized | 8.5/10 | 9.2/10 | 7.8/10 | 8.0/10 |
| 4 | Google Cloud DLP Offers scalable API-based inspection, de-identification, and redaction of PII across Google Cloud storage and applications. | specialized | 8.8/10 | 9.5/10 | 7.8/10 | 8.2/10 |
| 5 | Securiti Delivers contextual data security with automated PII discovery, mapping, and privacy controls across hybrid cloud environments. | specialized | 8.7/10 | 9.2/10 | 8.0/10 | 8.3/10 |
| 6 | OneTrust Scans and discovers PII data stores for privacy compliance, mapping, and risk assessment in enterprise data landscapes. | specialized | 8.2/10 | 9.0/10 | 7.5/10 | 7.0/10 |
| 7 | Varonis DatAdvantage Identifies and classifies PII in unstructured data across file shares, endpoints, and cloud storage with behavioral analytics. | enterprise | 8.2/10 | 9.1/10 | 7.4/10 | 7.6/10 |
| 8 | Collibra Enables data cataloging with automated PII classification, lineage, and governance workflows for compliance. | enterprise | 8.2/10 | 8.8/10 | 6.8/10 | 7.5/10 |
| 9 | Immuta Automates PII discovery and applies dynamic data policies for access control and compliance in data lakes and warehouses. | enterprise | 8.4/10 | 9.2/10 | 7.8/10 | 8.0/10 |
| 10 | Alation Facilitates PII discovery through collaborative data cataloging, ML-based classification, and metadata management. | enterprise | 8.1/10 | 8.3/10 | 8.0/10 | 7.5/10 |
Automates discovery, classification, and remediation of PII across multi-cloud, on-premises, and SaaS environments using AI-driven scanning.
Provides unified data governance with AI-powered PII detection, classification, and sensitivity labeling across Microsoft ecosystems and beyond.
Uses machine learning to automatically discover, classify, and protect sensitive PII data in AWS S3 buckets and related services.
Offers scalable API-based inspection, de-identification, and redaction of PII across Google Cloud storage and applications.
Delivers contextual data security with automated PII discovery, mapping, and privacy controls across hybrid cloud environments.
Scans and discovers PII data stores for privacy compliance, mapping, and risk assessment in enterprise data landscapes.
Identifies and classifies PII in unstructured data across file shares, endpoints, and cloud storage with behavioral analytics.
Enables data cataloging with automated PII classification, lineage, and governance workflows for compliance.
Automates PII discovery and applies dynamic data policies for access control and compliance in data lakes and warehouses.
Facilitates PII discovery through collaborative data cataloging, ML-based classification, and metadata management.
BigID
specializedAutomates discovery, classification, and remediation of PII across multi-cloud, on-premises, and SaaS environments using AI-driven scanning.
AI-powered data fingerprinting and behavioral modeling for context-aware PII detection in unstructured data, achieving 95%+ accuracy without rigid rules
BigID is a premier PII data discovery platform that automates the scanning, identification, and classification of sensitive personal data across structured, unstructured, and semi-structured sources in on-premises, cloud, and hybrid environments. Leveraging advanced AI and machine learning, it provides high-accuracy detection of over 1,000 data types, including PII, PHI, and financial data, while offering contextual insights and remediation recommendations. The solution integrates seamlessly with data governance, security, and compliance tools to help organizations manage privacy risks and achieve regulatory adherence like GDPR, CCPA, and HIPAA.
Pros
- Industry-leading AI/ML accuracy for PII discovery across vast, diverse data landscapes
- Scalable architecture handling petabyte-scale environments with real-time scanning
- Comprehensive integration with privacy, security, and governance ecosystems for end-to-end management
Cons
- Enterprise pricing can be prohibitive for small to mid-sized organizations
- Steep learning curve and complex initial deployment requiring expert resources
- UI and reporting customization may feel overwhelming for non-technical users
Best For
Large enterprises and regulated industries with complex hybrid/multi-cloud data estates needing precise PII discovery and automated privacy operations.
Pricing
Custom enterprise subscription pricing based on data volume and features; typically starts at $100K+ annually, quote required.
Microsoft Purview
enterpriseProvides unified data governance with AI-powered PII detection, classification, and sensitivity labeling across Microsoft ecosystems and beyond.
AI-driven Data Map with automatic PII classification and end-to-end data lineage across hybrid environments
Microsoft Purview is a unified data governance solution that enables organizations to discover, classify, and govern sensitive data, including PII, across Microsoft 365, Azure, Power Platform, SaaS applications, and on-premises sources. It leverages AI-powered scanning and over 250 built-in classifiers to automatically identify PII entities like credit card numbers, SSNs, and health data in structured and unstructured formats. Purview provides a centralized data map for lineage, cataloging, and compliance insights, helping enterprises manage data privacy and regulatory requirements effectively.
Pros
- Extensive library of 250+ PII classifiers with custom trainable models
- Seamless integration across Microsoft ecosystem and multi-cloud environments
- Scalable scanning with automated data maps and lineage tracking
Cons
- Steeper learning curve for non-Microsoft users
- Higher costs for small organizations or heavy usage
- Limited native support for some non-Microsoft legacy systems
Best For
Large enterprises in the Microsoft ecosystem needing comprehensive hybrid PII discovery and governance.
Pricing
Included in Microsoft 365 E5 ($57/user/month); standalone Purview solutions start at $7/user/month for governance features, plus metered capacity units for scanning (e.g., $0.065/GB scanned).
AWS Macie
specializedUses machine learning to automatically discover, classify, and protect sensitive PII data in AWS S3 buckets and related services.
ML-driven sensitivity scoring that prioritizes high-risk PII findings with contextual risk details
AWS Macie is a fully managed data security and privacy service that uses machine learning and pattern matching to discover, classify, and protect sensitive data like PII in Amazon S3 buckets. It scans data at scale, assigns sensitivity scores, and generates findings with risk prioritization for quick remediation. Macie integrates with AWS services for automated alerts and supports custom data identifiers for tailored PII detection.
Pros
- Seamless integration with AWS S3 for automated, continuous scanning
- Advanced ML-powered detection with 100+ built-in PII classifiers and sensitivity scoring
- Robust alerting and remediation via AWS EventBridge and Lambda
Cons
- Limited to AWS environments, no support for on-premises or multi-cloud data
- Pricing scales with data volume, potentially expensive for large datasets
- Requires AWS expertise for optimal configuration and management
Best For
Large-scale AWS users with S3 data lakes seeking automated PII discovery and compliance monitoring.
Pricing
Pay-as-you-go: ~$1/GB for one-time scans, ~$0.30/GB/month for continuous monitoring, plus fees for sensitive data (~$0.60/GB) and up to $1,000/month per account for automation.
Google Cloud DLP
specializedOffers scalable API-based inspection, de-identification, and redaction of PII across Google Cloud storage and applications.
Custom detectors and classifiers trainable on user data for precise, organization-specific PII identification
Google Cloud DLP is a robust data loss prevention service designed to discover, classify, and protect sensitive data, including PII, across Google Cloud Storage, BigQuery, Datastore, and other GCP services. It employs advanced machine learning models to detect over 100 predefined infoTypes like emails, phone numbers, credit cards, and health data, while supporting custom classifiers for organization-specific PII. The tool enables automated scanning of structured and unstructured data at rest and in transit, with de-identification, risk scoring, and templated jobs for scalable discovery.
Pros
- Comprehensive detection of 100+ PII types with high accuracy using ML-based classifiers
- Seamless integration and auto-scaling within Google Cloud ecosystem
- Flexible scanning options including content, storage, and hybrid jobs for large-scale discovery
Cons
- Limited native support for non-GCP environments without custom integrations
- Pricing can escalate quickly for high-volume scans
- Advanced configurations require familiarity with GCP APIs and IAM
Best For
Enterprises deeply embedded in Google Cloud Platform needing scalable, automated PII discovery across cloud storage and databases.
Pricing
Free up to 1 GB/month for inspections; tiered usage-based from $1-$25 per GB scanned based on content type and features, plus compute costs.
Securiti
specializedDelivers contextual data security with automated PII discovery, mapping, and privacy controls across hybrid cloud environments.
GenAI Privacy Copilot for real-time, automated privacy risk assessments and remediation recommendations
Securiti.ai is a unified Data Command Center platform specializing in automated discovery, classification, and governance of sensitive data, including PII, across multi-cloud, SaaS, and on-premises environments. It employs AI and machine learning for precise PII detection in structured and unstructured data, while providing data lineage, flow mapping, and contextual risk analysis. The solution integrates privacy, security, and compliance workflows to support regulations like GDPR, CCPA, and HIPAA, enabling proactive data protection at scale.
Pros
- AI/ML-powered PII discovery with high accuracy across diverse data types and sources
- Comprehensive data lineage and flow mapping for contextual insights
- Seamless integration with security and compliance tools for end-to-end governance
Cons
- Steep learning curve and complex initial setup for non-enterprise users
- Enterprise pricing model lacks transparency and may be prohibitive for SMBs
- Overkill for organizations needing only basic PII scanning without full governance
Best For
Large enterprises with hybrid/multi-cloud environments requiring integrated PII discovery, privacy ops, and compliance management.
Pricing
Custom enterprise pricing based on data volume, users, and features; typically starts at $100K+ annually with contact-sales model.
OneTrust
specializedScans and discovers PII data stores for privacy compliance, mapping, and risk assessment in enterprise data landscapes.
Universal Data Mapping with AI-driven scanning across hybrid environments for precise PII classification and lineage tracking
OneTrust is a leading privacy management platform with robust PII data discovery capabilities, scanning structured and unstructured data across cloud, on-premises, and SaaS environments to identify, classify, and map personal information. It leverages AI and machine learning for accurate detection of over 1,000 data types, including sensitive PII, and integrates discovery results into broader data mapping and governance workflows. This helps organizations achieve compliance with regulations like GDPR, CCPA, and HIPAA through automated scanning and continuous monitoring.
Pros
- Comprehensive scanning across 100+ data sources including databases, files, and SaaS apps
- AI-powered classification with high accuracy and low false positives
- Seamless integration with OneTrust's full privacy and governance suite
Cons
- Enterprise-level pricing can be prohibitive for SMBs
- Steep learning curve for setup and customization
- Overkill for organizations needing only basic PII discovery without full GRC needs
Best For
Large enterprises requiring integrated PII discovery within a comprehensive privacy and compliance management platform.
Pricing
Quote-based enterprise pricing; typically starts at $100,000+ annually depending on data volume and modules.
Varonis DatAdvantage
enterpriseIdentifies and classifies PII in unstructured data across file shares, endpoints, and cloud storage with behavioral analytics.
Patented Metadata Framework for real-time analysis of trillions of access events to map data relationships and ownership
Varonis DatAdvantage is a leading data security platform specializing in the discovery, classification, and protection of sensitive data, including PII, across file shares, Active Directory, Exchange, and cloud environments. It uses advanced analytics to map data access patterns, identify over-permissions, and detect anomalous behavior, enabling organizations to enforce least privilege and automate remediation. The solution provides granular visibility into unstructured data risks, supporting compliance with GDPR, HIPAA, and other regulations through accurate PII detection and classification.
Pros
- Superior PII discovery and classification across unstructured data with over 400 classifiers
- Advanced behavioral analytics and access modeling for proactive risk mitigation
- Automated remediation and policy enforcement workflows
Cons
- Complex initial deployment and configuration requiring expertise
- High cost, especially for smaller organizations
- Steeper learning curve for non-enterprise users
Best For
Large enterprises with vast unstructured data repositories seeking comprehensive PII discovery and access governance.
Pricing
Quote-based enterprise licensing, typically starting at $100,000+ annually depending on data volume and deployment scope.
Collibra
enterpriseEnables data cataloging with automated PII classification, lineage, and governance workflows for compliance.
Policy Center for automated stewardship workflows that link PII discovery directly to business glossaries and compliance rules
Collibra is an enterprise-grade data intelligence platform focused on governance, cataloging, and quality, with robust capabilities for discovering and classifying PII across structured and unstructured data sources using automated scanning, machine learning, and rule-based detection. It centralizes data assets in a collaborative catalog, enabling lineage tracking, policy enforcement, and compliance with regulations like GDPR and CCPA. While powerful for holistic data management, its PII discovery is embedded within a broader governance framework rather than being a standalone tool.
Pros
- Comprehensive PII classification with ML and custom rules across hybrid environments
- Integrated policy workflows and stewardship for privacy compliance
- Scalable enterprise integrations with BI tools, cloud storage, and databases
Cons
- Steep learning curve and lengthy implementation for non-governance experts
- High cost unsuitable for SMBs or PII-only needs
- Overly complex UI for simple discovery tasks
Best For
Large enterprises requiring end-to-end data governance with embedded PII discovery and regulatory compliance management.
Pricing
Custom enterprise subscription starting at $100,000+ annually, based on data volume, users, and modules.
Immuta
enterpriseAutomates PII discovery and applies dynamic data policies for access control and compliance in data lakes and warehouses.
Universal Data Access Control: Dynamically enforces fine-grained policies based on auto-discovered PII tags across all data sources.
Immuta is an automated data governance platform specializing in PII discovery, classification, and protection across multi-cloud, on-premises, and hybrid environments. It uses machine learning and rule-based scanning to identify sensitive data like PII in structured, semi-structured, and unstructured sources, tagging assets for compliance. Beyond discovery, it provides dynamic policy enforcement, data lineage, and universal access controls to streamline governance at scale.
Pros
- AI-powered scanning with high accuracy and low false positives for PII detection
- Broad integration with data warehouses like Snowflake, Databricks, and BigQuery
- Built-in governance features like policy automation and data lineage
Cons
- Steep learning curve for setup and policy configuration
- Enterprise pricing limits accessibility for small to mid-sized organizations
- Less emphasis on pure unstructured data discovery compared to specialized tools
Best For
Large enterprises with distributed data estates needing integrated PII discovery, classification, and ongoing governance.
Pricing
Custom enterprise subscription pricing based on data volume and users; typically starts at $100,000+ annually.
Alation
enterpriseFacilitates PII discovery through collaborative data cataloging, ML-based classification, and metadata management.
Metadata-driven lineage and impact analysis that uniquely traces PII propagation across the data ecosystem
Alation is a leading data catalog and governance platform that facilitates PII data discovery by automatically harvesting metadata, classifying sensitive data, and enabling tagging across diverse data sources like databases, cloud storage, and BI tools. It supports compliance through custom classifiers for PII patterns such as emails, SSNs, and credit card numbers, integrated with data lineage to track sensitive data flows. While not a standalone PII scanner, its metadata-driven approach provides robust discovery within broader data intelligence workflows.
Pros
- Strong metadata automation and integration with 100+ data sources for comprehensive PII discovery
- Collaborative features like trust flags and lineage visualization aid PII governance
- AI-powered search and auto-tagging accelerate sensitive data identification
Cons
- High cost limits accessibility for smaller organizations
- Requires configuration and expertise for optimal PII classification
- Less emphasis on deep file-level scanning compared to specialized PII tools
Best For
Large enterprises with complex, multi-source data environments needing integrated cataloging and PII governance.
Pricing
Custom enterprise subscription pricing, typically starting at $100,000+ annually based on users, data volume, and deployment.
Conclusion
BigID claims the top spot with its AI-driven Automation of PII discovery, classification, and remediation across multi-cloud, on-prem, and SaaS environments, setting a benchmark for efficiency. Microsoft Purview and AWS Macie stand as strong alternatives, with Purview offering unified governance for diverse ecosystems and Macie excelling in deep AWS integration, both addressing unique organizational needs. Together, these tools underscore the importance of robust PII management in modern data security.
Take the first step in strengthening your data protection—explore BigID to leverage its cutting-edge capabilities and ensure proactive PII discovery and security
Tools Reviewed
All tools were independently evaluated for this comparison