Our Mission

For too long, people have been expected to make important decisions about businesses based on information that may be incomplete, misleading, manipulated or simply unsubstantiated.

Online reviews, advertising, promotional claims, trust badges, accreditations and purported endorsements can create convincing reputations without necessarily providing reliable evidence of the businesses behind them.

The consequences can be devastating. Consumers can suffer serious financial and personal harm, while responsible businesses can be unfairly disadvantaged by competitors whose reputations are built on misleading information.

About This Business exists to help change that.

Developed from more than 15 years of KwikChex experience in consumer protection, business integrity investigations, enforcement cooperation and dispute resolution, our approach is founded on a determination to prevent harm wherever possible, rather than simply addressing its consequences.

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.

We are not an unrestricted reputation platform. We are here for businesses genuinely committed to higher standards and prepared to demonstrate that commitment through meaningful scrutiny.

Recognition is not simply purchased. It must be supported by evidence, earned through meeting defined standards and maintained through continued accountability.

We also believe that improvement matters. Where shortcomings are identified, our systems can help businesses understand what needs to change and provide a Route to Green.

Our purpose is to prevent harm through early intervention, make dishonest business practices harder to sustain and help responsible businesses stand out.

We want to create a better-informed marketplace in which credibility is demonstrated rather than merely claimed, business excellence is recognised and people can make decisions with greater reassurance.