We Help Identify The Opportunities.
Find your next business opportunity. Independent research and practical advice to help UK businesses find opportunities, win customers and grow.
Or browse all 62 industries · run a free visibility check
- Free to explore.
- Independent research.
- No sign-up required.
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
What do you want to improve?
Pick one. Each route goes to research and free tools that already exist.
Find more customers
See the biggest opportunity we found in your industry, and what to do about it.
Beat competitors
See how UK businesses in your market are found, trusted and priced, and where the gaps are.
Get more visible
Check whether customers and AI tools can find your website and understand what you do.
Improve profitability
Check what marketing should cost before you pay for it, using published UK prices.
Find out how visible your business really is.
Our free Visibility Check reads your website the way AI tools do. It shows what is working and what to fix.
- Free. No email required.
- 17 checks, scored out of 100.
- A ready-made fix for anything that fails.
- About 20 seconds to run.
Free AI visibility check
Can AI tools reach your website and understand what you do? 17 checks, a score out of 100, and a fix for each one you fail.
- Can AI tools get in? Robot access, sitemap, page title
- Can they tell who you are? UK address, phone, company number
- Can they read the details? Structured data, FAQs, fresh content
FreeNo email needed. Takes about 20 seconds. This checks your website, not what AI says about you.
Find your industry
Practical guidance, research and the biggest opportunity we found, for 62 UK industries.
Plumbers Electricians Gas engineers Builders Roofers Accountants Solicitors Dentists Home care Care homes Letting agents Estate agents Hairdressers and barbers Restaurants Vets Cleaning companies
Latest independent research
New studies, newest first. Each one says when the data was collected, how, and what it cannot prove.
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.
Home Care Agency Websites: Can Families Find a Price, a Rating and a Next Step?
On 4 November 2026, 3 of 49 home care agency websites drawn at random from the CQC register showed a price, and 27 showed no price, no CQC rating, no link to their CQC report and no explanation of how care starts.
See all independent research · The Whito AI Business Recommendation Index · Guides by industry
Nobody can pay to be named in our research.
Independent by design. Our research is not for sale, and neither is a place in our directory.
No paid placements
Nobody can pay to be added to, softened in or removed from a finding.
No special treatment
Monitor and audit customers are checked exactly like everyone else.
No paid listings
The directory has no paid tier. Position is never for sale.
Independent by design. Evidence over opinion.
Whito is published by Whito Ltd, registered in England and Wales (company number 10918465). It was founded in 2017 by Jacob Whitmore and Ethan Whitmore.
How we collect data
We collect it ourselves: what AI assistants say when asked for a UK business, what public registers such as Companies House and the CQC record, and what firms publish on their own websites.
What every study shows
The date the data was collected, the method, the sample, the sources and what the data cannot show. We revisit studies and show when they were last checked.
No promised rankings
Nobody can guarantee what an AI tool will say, so we never promise it. We show you what the AI tools actually said, and what you could improve.
Mistakes corrected in public
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 note the date.
UK businesses only
We work with businesses that trade in the UK, and no one else. Our checks use UK registers.
About Whito · How we make money · Editorial policy · Corrections
Whito Insight
Five connected kinds of evidence about UK markets. Each one says plainly what is ready today and what is still being built.
Market Insight
Available now
Industry research, published prices and how each UK sector works.
Competitor Insight
Available now, in the Visibility Monitor
Who gets named instead of you, and what they publish.
Opportunity Insight
In development
Gaps we can prove. Each one dated, sourced and given a confidence level. Early findings are below.
AI and Digital Insight
Available now
Whether ChatGPT, Gemini and Google AI can find and recommend a business, with the questions we asked shown.
Whito Data
From £1,280
Available now
The datasets behind the research, with coverage, method and dates.
Plans
Start free. Pay monthly when you need more. We only sell what is built.
Explorer
£0
Available now
Free Visibility Check, free research, industry pages and the directory.
Professional
£128 a month
Available now
One UK industry. A one-page Whito Insight report every month: who AI tools name, prices and changes, and one evidenced opportunity.
Business
£280 a month
Available now
The Visibility Monitor: 10 questions put to AI tools every month, who gets named instead, and a one-page report. Or £2,800 a year.
Enterprise
From £1,280 a month
By agreement
Several users, sector datasets, bespoke research and reporting for your team.
One-off: AI Visibility Audit £280. Data files from £1,280. Compare every plan.
Free check or monthly monitoring?
The free check reads your website. The Monitor reads the AI answers. AI can only recommend a business it can find and understand, so start with the check, then see whether AI actually names you.
Free Visibility Check
Free
Is my website ready for AI?
- 17 website checks and a score out of 100
- A fix for every check you fail
- Results in about 20 seconds
- No email, no sign-up
- Does not ask the AI tools about you
Visibility Monitor
£280 a month
Does AI actually name me?
- Ten customer questions asked of ChatGPT, Gemini, Google AI Mode and Perplexity: 40 answers a month
- The same questions searched on Google: page one and the map
- Who gets named instead of you, every rival checked at Companies House
- What changed since last month, in a PDF and a CSV
- Monthly, or £2,800 a year. Cancel any time.
See a real sample report (PDF) or the same report as a dashboard. The sample ran five questions; your Monitor asks ten. UK businesses only.
What the Monitor checks every month
10
customer questions
×
4
AI tools
=
40
answers a month
+
Google page one and map
What you get: one page a month
Visibility Monitor: sample report
Watched business: Whito
2 of 20
AI answers named Whito
0 of 5
questions with Whito on page one of Google
3
AI answers used Whito’s pages but named someone else
Y Named ~ Your page used, someone else named – Not there
Why monthly? AI tools named the same business first in only 2 of 14 comparisons in the Whito AI Business Recommendation Index pilot (22 October 2026). Answers move, so one check proves very little.
Also available: the AI Visibility Audit (£280 once), a free AI snapshot (three questions, by email within one working day) and research for your sector from £1,280. We measure and report. We do not do the fixing, and nobody can guarantee what an AI tool will say.
The Whito Truth Index: found, trusted, priced
Can customers find you, can they check you are real, and can they see the price? The three questions behind every Whito study. Here is one real finding for each, from checks we ran ourselves.
Found
Can customers and AI tools find you?
Search and AI visibility. We test whether Google and AI assistants name UK businesses, and whether they name the same ones twice.
55.2%
of businesses AI assistants named came back when we asked the same questions again.
149 of 270 businesses. Checked 27 October 2026.
Trusted
Can people check you are real?
Identity and credibility. We check what businesses say about themselves against official records such as Companies House.
59.3%
of limited-company trade and dental websites showed their company number.
67 of 113 websites. Checked 14 October 2026.
Priced
Can buyers see what it costs?
Price transparency. We count which businesses publish a real price on their own website, sector by sector.
13.4%
of emergency plumber websites showed a call-out price in pounds.
24 of 179 websites, eight towns. Checked 2 October 2026.
UK business directory
Every listing is built from public information and checked at Companies House where the business is registered. If we cannot confirm something, the listing says so.
Free to list, free to search
Listings are free and stay free. There is no paid tier and no paid profile feature.
Position is never for sale
Nobody can pay to appear, to pass a check or to move up a list.
Checked, not guessed
Where a sector has its own register, such as the CQC or Gas Safe, we tell you what to check.
Own a listed business?
Claim your listing free to correct the details. No card needed.
Business intelligence and data
The free research is the public layer. When you need the full data behind it, or a study of your own market, these are paid.
For organisations
Paid
Sector market watches for trade bodies, investors and suppliers.
Frequently asked questions
What is Whito?
Whito helps UK businesses see whether AI tools such as ChatGPT, Gemini and Google AI can find them, understand what they do and recommend them, and shows what to improve. It is independent and published by Whito Ltd. It also publishes free research and a free directory of UK firms we can confirm are real. Nobody pays to appear.
What is AI visibility?
It is whether AI assistants such as ChatGPT, Gemini, Google AI Mode and Perplexity name your business when customers ask them who to use, and what they say about you.
What is the difference between the free check and the Visibility Monitor?
The free Visibility Check reads your website: 17 checks on whether AI tools can reach it and understand what you do. It cannot tell you whether AI actually names you. The Visibility Monitor asks ChatGPT, Gemini, Google AI Mode and Perplexity ten questions your customers ask, every month, and shows who they name.
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 you could improve. We measure and report. We do not do the fixing.
Can Whito find out what AI tools say about my business?
Yes. Start with a free AI snapshot: we ask ChatGPT, Google AI Mode and Perplexity three questions your customers might ask and tell you who they named. The AI Visibility Audit goes further for £280. We never promise a ranking.
Is the Visibility Check really free?
Yes. It runs 17 checks on your website in about 20 seconds. No email is needed, and every failed check comes with a fix.
What services does Whito offer?
Free: the Visibility Check, the business directory, all our research and a free AI snapshot. Paid: the Visibility Monitor (£280 a month), the AI Visibility Audit (£280 once), and research data files and sector studies (from £1,280). We measure and report. We do not do the fixing.
Is Whito independent?
Yes. Nobody can pay to appear, to pass a check, to move up a list or to change a finding. We publish who pays us and for what on How we make money.
Does Whito sell rankings?
No. Position is never for sale, there is no paid listing tier, and paying customers are scored exactly like everyone else. Nobody can guarantee what an AI tool will say, so we never promise it.
How does Whito collect its research data?
We collect our own data: AI answers, public register records and what firms publish on their own websites. Every study gives the collection date, the method, the sample and its limits, and figures are re-checked against their sources. Read our editorial policy.
What is the Whito Truth Index?
It asks three questions about UK business: can customers and AI tools find you, can people check you are real, and can buyers see what it costs? Each row is one test we ran, with the count we found and the date we checked. We do not give anyone a score. See the Truth Index.
How does the Whito business directory work?
Each listing is built from public information. We look for the business at Companies House where it should be registered, and on the sector register where one exists, such as the CQC or Gas Safe. If we cannot confirm something, the listing says so. Owners can claim their listing to correct the details.
Is it free to list a business?
Yes. Listing and claiming are free, with no card needed, and there is no paid tier. Applications must come from the business itself, not from listing services or agencies. List or claim your business.
Do you work with businesses outside the UK?
No. Whito works with UK businesses only. Every audit, Monitor and research file is for a business that trades in the UK, and our checks use UK registers such as Companies House.
Find your next opportunity.
Choose your industry, or start with the free check. Both are free.