See where your UK business really stands.
Independent UK research since 2017. We check how UK businesses are found, trusted and priced against the public record, not opinion. Free to read. Nobody pays to appear.
Every failed check comes with a free fix.
Here for your industry’s guides, costs and studies?
Hiring? Search the directory. Free, and position is not for sale.
Buying data? Research files from £1,280.
Just reading? The studies are free.
We check things, then publish what we find
The studies are free to read and free to quote, and the method and its limits are published with every one.
8%
How often two of three AI engines picked the same best local tradesperson. All three never agreed.
Collected 30 June 2026
117/179
Emergency plumber websites in eight UK towns that publish no call-out price.
Collected 2 October 2026
48.3%
Of England’s 57,082 CQC-registered care services publish no website on the register.
Register file dated 26 August 2026
51%
Electricians recommended by three AI engines across 15 UK towns, 182 in all, that could not be matched to an active company in or near the town. Sole traders have no company to match, so unmatched does not mean unregistered.
Collected July 2026
5/99
Businesses named by both ChatGPT and Gemini when we asked the same eight questions about Manchester, same day. Between them the engines returned 99 businesses. There is no single list to get onto.
What’s free and what costs money
The studies, the directory and the Visibility Check are free, and always will be. Two things cost money, and nobody can pay to appear.
Free, always
The studies, and every figure in them. Free to read and free to quote.
The directory, and listing your business in it. We only name firms we can confirm are real, using Companies House where they are registered.
The Visibility Check. Every failed check comes with a free fix.
Paid, and labelled as paid
Visibility Monitor
£280 a month, cancel any time
Every month we ask ChatGPT, Gemini and Google AI Mode five questions your customers ask, and show who gets named instead of you.
Research files
£1,280 · Quarterly Refresh £990
The full data behind a Whito study, as a PDF and a spreadsheet. Bought by insurers, trade bodies and software firms. Built to order for your own scope.
Not ready to buy? Run the free Visibility Check first. If it scores under 40, fix that list before you spend anything, with us or anyone.
Find your industry
Everything we publish is filed by sector. Pick yours.
Trades and home services
General trades 11 guides · Pest control 8 guides · Painters and decorators 7 guides · Tree surgeons 7 guides · Locksmiths 7 guides · Window cleaners 6 guides · Builders 10 guides · Kitchen and bathroom fitters 3 guides · Window and door installers 3 guides · Scaffolders 3 guides · Garages and automotive 4 guides · Landscapers and gardeners 4 guides · Renewable energy installers 3 guides · Drainage firms 4 guides
Food, drink and hospitality
Food and hospitality 6 guides · Hotels and guest houses 3 guides · Restaurants · Pubs and bars 3 guides · Takeaways 3 guides
Health, beauty and wellbeing
Hairdressers and barbers 11 guides · Care homes 6 guides · Personal trainers and fitness 6 guides · Aesthetic clinics 5 guides · Home care providers 4 guides · Physios and clinics 4 guides · Opticians 4 guides · Nurseries and childcare 4 guides
Professional and financial
IFAs and wealth managers 4 guides · Mortgage advisers 5 guides · Estate agents 4 guides · Architects 3 guides · Surveyors 3 guides · Managed IT and cybersecurity 3 guides · Consultancies 3 guides · Recruitment and staffing 3 guides
We host no customer reviews, and we never invent them.
Position is never for sale. Any paid option is labelled as paid, every time.
Our research is free to quote with a link to the page the figure came from.
Listings are free and they stay free. Paying gets you the research, never the listing and never the position. How we make money →
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What changed for UK businesses, whether it affects you, and a ten-minute job. Now and then we tell you about something we sell, and we say so. Leave in one click.
