Discover where UK businesses are missing opportunities.
We Help Identify The Opportunities.
Independent research, business intelligence and AI visibility insights to help you understand markets, discover opportunities and grow.
Explore Whito Free Visibility Check
- Free to explore.
- Independent research.
- No sign-up required.
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 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
FreeThis reads your website. To see whether AI tools actually name you, use the Visibility Monitor.
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
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.
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
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.
Nobody can pay to be named
Nobody can pay to be added to, softened in or removed from a finding, or to move up the directory. Paying customers are checked exactly like everyone else.
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
Free tools and paid plans
Start free. Pay only when you need evidence every month or research on your own market. We only sell what is built.
Free tools
£0
Available now
The Visibility Check, every research study, guides for 62 industries and the business directory. No sign-up.
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.
Visibility Monitor
£280 a month
Available now
Ten customer questions asked of ChatGPT, Gemini, Google AI Mode and Perplexity every month. Who gets named instead of you, and what changed. Or £2,800 a year.
Enterprise and bespoke research
From £1,280
By agreement
The datasets behind our studies, research on your sector, and reporting for teams, trade bodies and investors.
Free check or Monitor? The free check reads your website: 17 checks, a score out of 100 and a fix for each one you fail. It does not ask AI tools about you. The Monitor does, every month. Answers move: in our recommendation index pilot AI tools named the same business first in only 2 of 14 comparisons, so one check proves very little. See a real sample report (PDF).
One-off: AI Visibility Audit £280. Also Whito Data files and reporting for agencies. Compare every plan. We measure and report. We do not do the fixing, and nobody can guarantee what an AI tool will say.
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.
Frequently asked questions
What is Whito?
Whito is an independent UK business intelligence and research platform. We publish free research on how UK businesses are found, trusted and priced, run a free Visibility Check and a free business directory, and sell monitoring and research to businesses that need evidence every month. Whito is published by Whito Ltd. Nobody pays to appear.
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.
What services does Whito offer?
Free: the Visibility Check, all our research, industry guides, the business directory and a free AI snapshot. Paid: Professional (one industry report a month, £128 a month), the Visibility Monitor (£280 a month), the AI Visibility Audit (£280 once), and data files, sector research and Enterprise plans (from £1,280). Compare every plan.
Is Whito independent?
Yes. Nobody can pay to appear, to pass a check, to move up a list or to change a finding. There is no paid listing tier, and paying customers are checked exactly like everyone else. We publish who pays us and for what on How we make money.
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. Listing and claiming are free, with no card needed, and there is no paid tier. List or claim your business.
More answers in the help centre.
Find the opportunities in your market.
Research, opportunities and guides for 62 UK industries. Free to explore, no sign-up.