WHITO GLOSSARY · MEASURED DEFINITIONS
The person or company that ultimately owns or controls a UK company, recorded on the public register. That record is how Whito found Adobe Inc. behind Semrush UK Ltd in April 2026.
The number: Semrush vs Ahrefs UK.
What it means in practice
Ownership hides in plain sight. The PSC register is public, free and current, and almost nobody selling to you expects you to read it.
Before a big contract, look up the PSC of the company on the other side. Who really owns them decides how they behave when something goes wrong.
Whito stage: Any stage. Use it before you sign anything.
The numbers to hold onto
- Adobe Inc. was registered as Semrush UK Ltd’s person with significant control on 28 April 2026. Semrush vs Ahrefs UK.
- The registers to check, indexed in one place. UK Public Record Index.
Where to go next
Related: The who-you-sue test, Companies House check, Confirmation statement