Powered by KwikChexAbout us
Every business deserves a true story.
We are building a single, sourced record of a business — its Business DNA — that customers, partners and AI systems can rely on, because every fact shows where it came from.
Why we exist
Facts about a business are scattered.
The truth about a business is spread across its own website, directories, listings and AI answers. Some of it is out of date. Some of it is simply made up. Readers have few ways to tell which is which.
Our answer
One record, built from evidence and approved by the business itself. Each fact keeps its source and its own status, so a company statement, an independently authenticated fact and an open gap stay clearly different things.
What we believe
Four commitments.
Every fact has a source
Each claim points to where it came from and when we consulted it. Where there is no source, we say so.
Owners approve before publication
The business reviews its own wording and decides what is public. Approval confirms the business stands behind a fact; it is not independent authentication.
Missing evidence stays unknown
If we cannot show evidence, the gap stays visible. We do not fill it with guesses.
AI writes; it does not authenticate
AI can help draft descriptions from information the owner has already saved. Checking a claim against evidence is a separate step.
How it works
Three steps, in order.
- 01
Build from your website
Enter your website address and review each sourced finding before you add it.
- 02
Add evidence and review
Attach source links, ask for help with wording, then approve what you want to keep. Your draft stays private.
- 03
Publish and keep editing
Subscribe and confirm you control your website's domain, and your profile goes live straight away. Some claims show “Pending check” until we check them.
Our founder
Who started it.
About This Business was founded by Chris Emmins, co-founder and CEO of KwikChex, who has spent more than fifteen years investigating fake reviews, misleading online information and fraud.
Meet our founder →Where we are now
Where we are, said plainly.
About This Business is a dependable record of businesses. Alongside a company-provided profile, clearly labelled fictional examples show how a record works. No profile here is certified or endorsed.
Available now
- A private draft workspace: sign in, save your record and reopen it later.
- Website findings shown with their sources, for you to review before adding.
- Evidence links, AI-assisted wording and your own review of the record.
- Publishing your profile once you subscribe and confirm you control your website's domain, then editing it whenever you need to. Claims that need evidence show “Pending check” until we check them.
- Independent claim authentication by KwikChex, one claim at a time. Payment never buys authentication.
Still to come
- The magazine feature — coming soon.
- Online payment and website badges.
Start here
Build your Business DNA
Create a private draft, import what your website already says, and review every fact before anything is shared.