Jacob Whitmore
Founder and lead analyst, Whito
What Jacob researches, how the figures are checked, and where to read the full studies.
What Jacob works on
Jacob founded Whito Ltd in August 2017 and leads its research. He works on prices: what UK small businesses are charged for SEO, web design, agency retainers and other marketing services. The figures are taken from sellers’ own published pages, not from surveys, and each one carries the date it was checked.
His second area is AI search. He tests which businesses ChatGPT, Perplexity and Google’s AI results recommend, then checks those names against Companies House and the relevant sector register. Both areas ask the same question: does the number hold up when you look at it.
Whito Ltd is registered at Companies House, number 10918465. Registered office: 20-22 Wenlock Road, London N1 7GU.
Selected work
The full archive is on the research hub. The datasets behind each study are on Whito Data.
Read the research
The other analyst
Whito publishes under two named analysts. Ethan Whitmore is a co-founder and covers the technical SEO, conversion and AI search side of the work.
Contact for figures
Question a figure or ask for a correction on the contact page. Journalists are welcome to check any number against its named source before quoting.
Corrections and right of reply are handled through the corrections policy.