Jacob Whitmore

Jacob Whitmore is the founder and lead analyst at Whito. He works on what UK businesses are actually charged for marketing, and on getting those numbers published with the date they were checked.

Whito’s research is published under named analysts so you can see who stands behind the numbers. This page covers what Jacob works on, how his research is checked, and where to find it.

What he works on

Jacob founded Whito Ltd in August 2017. The company is registered at Companies House under number 10918465.

His research covers two areas. The first is pricing: what UK small businesses are charged for SEO, web design, agency retainers and other marketing services, priced from the sellers’ own published pages rather than from surveys. The second is AI search: which businesses ChatGPT, Perplexity and Google’s AI results actually recommend, and whether those recommendations check out against Companies House and the sector registers.

How the research is checked

Figures Whito publishes carry the date they were checked. Sources are named beside the numbers they support. Businesses named in AI recommendation studies are checked against Companies House and, where one exists, the sector register. Companies cannot pay to appear or to rank in any Whito study.

Corrections are noted on the page with a date. They are never quietly edited.

Research by Jacob Whitmore

A selection of his published work:

The full archive is on the research hub, and the complete datasets behind the studies are available through Whito Intelligence.

Contact

To question a figure or request a correction, use the contact page. Journalists are welcome to check any number against its named source before quoting it.