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Business DNA. Your single source of truth.
About This Business helps you build a maintained record of who your business is: mission, people, products and services, milestones, locations and key facts. Evidence-linked and owner-reviewed, with independent authentication shown for each fact — never assumed for the whole record.
Through Business DNA, Probity Checks and other KwikChex evaluation systems, we go beyond business claims and appearances to examine evidence of identity, integrity, transparency, accountability, standards and fair and honest conduct.
For a fuller explanation, read the Knowledge Base guides.
The outcome
Be trusted sooner, and described correctly by AI.
Be described correctly when people ask AI about you.
More buyers ask ChatGPT, Claude or Google’s AI before they get in touch. A sourced, owner-approved Business DNA gives those tools one accurate reference in your own words.
Indexing and citations are never guaranteed.
Be trusted sooner by the right customers.
Prospects, partners and procurement teams see the evidence behind your facts, not just claims. Any fact KwikChex has authenticated is clearly labelled, which sets you apart from businesses that offer only reviews and marketing copy.
Authentication is claim by claim. It never covers the whole business.
Start here, free
See your weak spots, free.
The free Probity check shows what is missing or unclear on your website, with the rule behind each item, before any payment. Individual results are never shown publicly. Ready-to-use fix drafts come with the annual subscription.
Write it once, reuse it everywhere.
One approved record for tenders, supplier onboarding, directories, press and your own website.
Make your genuine website easy to identify.
Your published record shows the website domain you have confirmed you control.
Domain control only. It is not ownership or authority, and it is not scam detection.
Earn recognition you can’t simply buy.
A profile in The Register as soon as you subscribe and confirm your website domain. Recognition comes from the facts our staff check, and Magazine feature eligibility is coming soon.
Paying never buys authentication. Claims that need evidence show “Pending check” until we check them.
Create your Business DNA
Create a private account draft, import findings from your website, review the sources and use AI to help finish your descriptions. You choose what to save and approve. Signing in is not proof of company authority.
Build your Business DNAIn detail
The detail behind each outcome
One accurate reference for ChatGPT, Claude and Google’s AI
More customers ask ChatGPT, Claude and Google’s AI about a business before getting in touch. Business DNA gives those systems one clear, sourced, owner-approved reference in your own words, instead of leaving them to piece you together from old listings. Indexing and citations are never guaranteed.
Evidence that sets you apart from claims-only competitors
Prospects, partners and procurement teams see what you do, who leads it and the evidence behind each claim. Facts marked “Authenticated by KwikChex” are clearly labelled, so your strongest facts carry more weight than marketing copy. No reviews, ratings or comments to be gamed.
A private check before you pay anything
The free Probity check reads your website and shows you, privately, what is missing or unclear across identity, transparency, legal basics, honest dealing and standing, with the rule behind each item. Individual results are never shown publicly. Ready-to-use fix drafts come with the annual subscription.
Fewer forms filled in from scratch
One approved record to draw on for tenders, supplier onboarding, directory listings, press enquiries and your own website. No retyping, no contradictory versions. Your record changes only when you approve a change, and every published change is dated.
Customers can check which site is really yours
Your record shows the website domain you have confirmed you control, so anyone checking can see which site is genuinely yours. Domain control only — not ownership or authority, and not automatic scam detection.
Recognition through review, not payment — Magazine coming soon
Your profile joins The Register as soon as you subscribe and confirm your website domain. Recognition comes from the facts our staff check; the same facts will become a magazine-style feature about your business.
One record, different readers
Who reads a Business DNA
Customers and partners
They see what you do, who you are and the evidence behind your claims — so you get fewer doubts before they buy or sign.
AI search
Answer engines can fetch readable pages and a public JSON record in your own approved words, so you are less likely to be pieced together from old listings. Fetching is never guaranteed to lead to indexing or citation.
Procurement and due diligence
Buyers, lenders and partners checking a supplier get a dated, sourced record and can see which facts were independently checked — so you spend less time answering the same questions.
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Consistent everywhere · the aim, not a guarantee
One Source of Truth.
A maintained reference for approved public information. Identity, contacts, services, people, credentials and claims should tell the same factual story wherever a business is referenced.
Canonical Business DNA
One record identity and revision. Each checkable claim keeps its source, status and known dates. Approved for public use does not mean independently authenticated.
Public examples are labelled fictional demonstrations or company-provided samples. Private account drafts and owner content review are available, but never feed public examples. Website claims remain company-provided until independently checked. Profiles go live once the business subscribes and confirms domain control; claims that need evidence show “Pending check” until staff check them.
Active now
Private Business DNA
Saved company statements, source-linked claims and owner review. Private until you publish.
Active now
Business DNA examples
Readable business pages with source-labelled details and, where an admin has published one, a dated probity line.
Active now
Public JSON
The same approved public fields, record identity and revision.
The Magazine
Coming soon: your Business DNA as a feature story
A registered-office change is not a change to staffed operating premises. Marketing wording can vary; hard facts and address roles must not silently change.
Official sources can disagree and need review, not automatic overwriting with company assertions. Privacy and evidence standards come first. External platforms and AI providers control their displays; exact Internet-wide uniformity, indexing and citation cannot be guaranteed.
For business owners · optional external service
Improve what you publish with CiteAbility™
Business DNA maintains your canonical identity and facts. CiteAbility™ is a separate specialist service for assessing the information you publish on your own website — complementary to your Single Source of Truth, not a replacement for it.
- 01
Maintain the facts
Keep identity, address roles, contacts and claims in one Business DNA.
- 02
Align what you publish
Use those facts consistently on your website.
- 03
Assess your website
Choose a CiteAbility Citation Integrity™ Audit for sample-page findings and recommendations.
- 04
Improve and revisit
Apply improvements, reassess over time and observe outcomes without assuming an AI will cite you.
CiteAbility describes its free initial Audit as a representative sample-page assessment of website accessibility, entity identity clarity, evidence, attribution and citation support, consistency and other Citation Integrity™ conditions, with recommendations. It is not a review of every page.
Opens CiteAbility’s website. Its Audit page says no payment is required; a free CiteAbility account is needed to view results.
CiteAbility assesses conditions that make published information dependable for AI to access, use or cite, and reports observed outcomes. It does not guarantee indexing, citations, rankings, recommendations or increased traffic.
This is an optional external link, not an independent endorsement or technical integration. No Business DNA company data is shared automatically; there are no connected accounts, APIs or billing. CiteAbility findings do not automatically change the independent authentication status of any Business DNA claim.
Business DNA — Master Template v1.0
Ten areas. One canonical record.
Every area remains visible, including unknowns. Missing information is not filled with guesses, and completeness is not independent authentication.
- A
- Identity and geography
- B
- Mission, purpose and values
- C
- Products, services and customers
- D
- Leadership and regulatory facts
- E
- Item-level evidence status
- F
- Customer transparency and policies
- G
- Approved AI-ready descriptions
- H
- Official digital links
- I
- Governance and change history
- J
- Claim evidence register
Inspect a labelled example: Harbor & Pine public Business DNA JSON (fictional).
How it works
From website findings to an owner-reviewed record
Import
Enter your website in the private workspace. Review each finding with its source before accepting it; existing edits are not automatically overwritten.
Support
Add evidence links and source context. Website content stays company-provided, not independently authenticated.
Complete
Ask AI to draft descriptions from saved company information. Edit, adopt or discard each proposal; nothing is silently approved.
Approve
Review your saved record, choose public visibility and redact sensitive details. Content approval is not evidence of representative authority.
Publish
Subscribe and confirm you control your website's domain, then publish straight away and keep editing. Claims that need evidence show “Pending check” until staff check them.
Evidence, not assumptions
Sourced. Approved. Authenticated. Different things.
Sourced means a claim points to where it came from, with known dates and relevant context. A source can be the company’s own statement; the existence of a link is not proof.
Owner-approved means the account holder reviewed the wording and intended visibility. That approval does not independently authenticate the claim or prove company authority.
Independently authenticated means an individual fact was checked against appropriate independent evidence. Without that check, it remains a company statement or not yet authenticated. No authentication date is invented.
Domain control confirmed means control of a website domain only. It is not business ownership, representative authority or claim authentication. Mission and vision remain company-stated intentions.
Kept current, not written once
Each record has a recordVersion that increases whenever it changes, and a last-assessed date. Individual facts carry their own source dates. An independently authenticated fact shows when it was last authenticated; authenticating one fact never authenticates the business as a whole.
“Last updated” tells you when content changed and, where known, whether it came from the business or an AI Worker with owner approval. Creation, content updates, owner approval and publication dates are separate from assessment and per-fact authentication dates. Our fictional profiles have no owner or AI edit history, so those values remain unknown. The guided demo records real local draft edits and approval events, not public updates.
The AI worker can draft mission and vision wording now, using only the answers you supply. These are editable statements of intent, not authenticated achievements. AI must not silently overwrite facts.
How businesses maintain their Business DNA
Private accounts, saved drafts, website findings, evidence links and owner content review are available now. They do not establish company authority or independently authenticate claims. Only authorized company input reaches a profile. Once the business subscribes and confirms domain control, the owner can publish straight away; claims that need evidence show “Pending check”, and AI outputs include the profile only after staff checks are complete. Domain control checks are separate from authority and evidence assessment.
Consumers read the story and inspect source details; they do not write into the record. There are no reader contributions, reviews, ratings, comments, public error reports or open submissions. Third-party directories, social media and consumer comments are not authoritative business submissions. Authorized company correction and response rights remain subject to evidence and publication safeguards.