Find out who gets recommended instead of you.
We Help Identify The Opportunities.
Whito checks how your UK business appears in search results and in AI answers. We show you where competitors are winning, and the opportunities you could act on.
Free. No email needed. Your result in about 20 seconds.
- Nobody pays to appear
- Every finding dated
- UK businesses only
Your month on one page
| Customer question | AI tool 1 | AI tool 2 | AI tool 3 | AI tool 4 | Search |
|---|---|---|---|---|---|
| Best AI visibility monitoring service | ~ | – | – | ~ | – |
| Who can check what ChatGPT says about my business? | – | – | – | – | – |
| How do I get recommended by ChatGPT? | – | – | – | – | – |
| Where can I buy UK data on AI recommendations? | Y | – | – | Y | – |
| Best free tool to check AI visibility | – | – | – | ~ | – |
Y named ~ its page used, a rival named – not there
A real report with Whito as the watched business. Answers from 23 October and 3 November 2026. Open the full sample (PDF)
Customers now ask AI who to hire.
More people ask an AI tool for a recommendation before they open a single website. If the answer names three other firms, you never get the call. And you never find out it happened.
times AI tools named the same business first when we compared their answers to the same questions.
Whito recommendation index pilot, 22 October 2026.
of the businesses AI assistants named came back when we asked the same questions again.
149 of 270 businesses. Read the study, checked 27 October 2026.
still matters. Page one of the results and the map are where many customers go next, so we check them beside the AI answers.
Included in the Visibility Monitor and the Competitor Intelligence Report.
Answers move between tools, wordings and days. One screenshot proves very little. You need dated evidence, collected the same way each time.
What Whito does, and how it works.
We are a research company, not a marketing agency. We measure what customers are shown, and tell you plainly what we found.
We ask
The questions your customers ask, put word for word to the main AI tools, and searched in a search engine. Every answer is saved with its date.
We check
Every business the answers name instead of you is looked up at Companies House. If we cannot confirm something, we say so.
We report
Who gets named, what rivals have that you do not, and what you could improve. You or your own web person make the changes. We do not do the fixing.
Check. Compare. Discover. Monitor.
Four things Whito does for UK businesses. Start free and pay only when you want more depth.
Free
Check
Can AI tools read your website? 17 checks, a score out of 100 and a ready-made fix for anything that fails.
From £280 once
Compare
Who AI tools and search results name instead of you, what those rivals publish, and why they may be winning.
Free research
Discover
Gaps we have counted in UK industries: who hides prices, who cannot be checked, where customers are left guessing.
£280 a month
Monitor
The same ten customer questions every month, so you can see who gets named, who drops out and what changed.
See exactly what you would get.
Both sample reports are real, with Whito as the business being checked. Nothing invented, nothing flattering removed.
AI Visibility Audit: sample report
Page one gives the opportunity in one page and the three things to do first. Then who AI names instead, how to stand out, what AI gets wrong, and quick website checks. Six pages, PDF.
Visibility Monitor: sample month
Every answer by tool, the rivals named instead, and the Companies House result on each one. Read it as a two-page PDF, or click through the same data as a dashboard.
Opportunities we’re uncovering
Small gaps can create big opportunities. These come from our latest UK research. The number is what we counted. The opportunity is our reading of it.
Most heating firms hide their boiler price
16 of 46
heating firms on the first page of Google in eight UK cities published a price for a new boiler. The other 30 asked people to call, fill in a form or book a survey first.
The opportunity: A clear starting price for a new boiler gives customers a reason to call you first.
Plumbers and heating. Checked 4 November 2026.
Accountants mention Making Tax Digital but rarely price it
4 of 55
accountancy firms on the first page of Google in eight UK cities published a price for Making Tax Digital for Income Tax. 31 of them mentioned it.
The opportunity: A fixed monthly package with a clear price could stand out to sole traders comparing firms.
Accountants. Checked 4 November 2026.
Most home care websites leave families guessing
27 of 49
home care agency websites showed no price, no rating from the care regulator (CQC), no link to their inspection report and no explanation of how care starts.
The opportunity: An agency that shows its hourly rate, its rating and how care starts may be easier for families to choose.
Home care. Checked 4 November 2026.
Explore all business opportunities · See all independent research
Latest independent research
New studies, newest first. Each one says when the data was collected, how, and what it cannot prove.
Emergency plumbers monthly: who AI names, who is real, what they charge (November 2026)
40 of 66 emergency plumber names that Google AI Mode and ChatGPT gave in October came up again for the same question on 4 November 2026. 9 names were new.
Are Accountants Selling Making Tax Digital for Income Tax? 4 of 55 Show a Price
On 4 November 2026, 31 of 55 accountancy firms on the first page of Google for "accountant for sole traders" in eight UK cities mentioned Making Tax Digital for Income Tax, but only 4 published a price for it.
Do Builders Offer Energy Upgrade Work? We Checked 32 on Google Page One
On 4 November 2026, 3 of 32 builders on the first page of Google in eight UK cities offered any energy upgrade work on their website, and none named a government grant scheme or MCS.
See all independent research · The Whito AI Business Recommendation Index · Guides by industry
Three steps, fixed prices.
Most businesses start free, buy the audit to understand where they stand, then watch it monthly. You never need a subscription to buy the audit. Prices are the total you pay: Whito Ltd is not VAT registered.
Free AI Visibility Check
Instant on screen. No email needed.
- 17 checks on whether AI tools can read your website
- A score out of 100 and a fix for each fail
- Want to know what AI actually says? Ask for a free AI snapshot: 3 questions, 3 AI tools, by email within one working day
AI Visibility Audit
Report in five working days.
- 20 customer questions, 4 AI tools, 2 separate dates: 160 dated answers
- Which competitors are named instead of you, each checked at Companies House
- Where the visibility opportunities are, and up to three ways to stand out
- A short, plain-English PDF report
Visibility Monitor
Or £2,800 a year. Cancel any time.
- 10 customer questions asked of 4 AI tools every month: 40 answers
- The same questions searched: page one of the results and the map
- Who is named instead of you, the reason given, and what changed since last month
- A PDF report plus the raw spreadsheet file each month
Business and market research. Competitor Intelligence Report £680, Market Opportunity Report £1,280, Whito Insight Professional £128 a month, data files and bespoke research.
Independent research. Never paid placement.
Whito sells research and intelligence, not favourable coverage. That is the whole point of us.
No paid rankings
Nobody can pay to appear, to move up a list, or to pass a check. There is no paid listing tier.
Clients get no special treatment
Paying customers are checked exactly like everyone else. If a study names a recent client, the page says so.
Findings stay independent
Nobody can pay to be added to, softened in or removed from a finding, in a report or on the public site.
Methods and dates disclosed
Every study shows when the data was collected, how, the sample, the sources and what it cannot prove.
Findings can be challenged
Tell us what is wrong and we check it against the source. If we are wrong, we correct the page within five working days and date the correction.
No promised results
Nobody can guarantee what an AI tool will say. We show what it actually said, and what is in your control.
How we make money · Editorial policy · Corrections · Data and sources
Jacob Whitmore (front) and Ethan Whitmore.
Who is behind Whito.
Whito was founded in 2017 by Jacob and Ethan Whitmore, two UK marketers with more than 15 years of combined experience across SEO, paid advertising, analytics and conversion. They started it after years of watching businesses pay for tactics that sounded impressive and delivered nothing.
Whito Ltd, registered in England and Wales, company number 10918465. Registered office: 20-22 Wenlock Road, London N1 7GU.
Frequently asked questions
What does Whito do?
Whito is an independent UK research and business intelligence company. We check how UK businesses appear in search results and in AI answers, show who gets recommended instead of them, and publish free research on how UK businesses are found, trusted and priced. We work with UK businesses only.
What is the free AI Visibility Check?
It reads your website the way AI tools do: 17 checks, a score out of 100 and a ready-made fix for anything that fails. It takes about 20 seconds and needs no email. It cannot tell you whether AI tools actually name you. For that, ask for a free AI snapshot, or buy the audit.
What is the difference between the Audit and the Monitor?
The AI Visibility Audit (£280 once) is a one-off, deeper look: 20 customer questions, 4 AI tools, 2 dates, and a short report on who is named instead of you and how you could stand out. The Visibility Monitor (£280 a month) asks 10 questions every month and checks them in search results, so you can see what changes over time.
Which tools do you check?
The main AI assistants people use to find businesses. The Visibility Monitor and the Competitor Intelligence Report also check the same questions in search results, page one and the map.
Can you guarantee AI will recommend my business?
No. Nobody can guarantee what an AI tool will say, and anyone who promises it is guessing. We show you what the AI tools actually said, who they named instead, and what is in your control.
Will Whito make the changes for me?
No. Whito researches, measures and recommends. You or your own web person make the changes. Keeping out of the fixing is what keeps our findings independent.
Can a business pay for a better position in your research?
No. Nobody can pay to appear, to move up a list, to pass a check or to change a finding. Paying customers are checked exactly like everyone else. The full rules are on How we make money.
Is VAT added to your prices?
No. Whito Ltd is not VAT registered, so the price shown is the total you pay.
See where your business stands today.
Start with the free check. It needs no email and takes about 20 seconds. Go further only if you want to.