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About This Business · Business DNA
Beyond Mere Claims.
What's Really Behind the Business?
Reassurance Through Evidence.
Build your Business DNA once — sourced, evidence-linked and owner-approved — so customers, partners and AI get your facts right.
Illustrative image · Your profile goes live once you subscribe and confirm you control your website's domain.
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.
Our mission
To make reassurance a matter of fact, and give people better information to make better decisions.
Recognition is not simply purchased. It must be supported by evidence, earned through meeting defined standards and maintained through continued accountability.
Read our missionWatch
Reassurance through evidence, in 20 seconds.
Read the transcript
“Beyond mere claims: what’s really behind the business? Reviews, badges and promotional claims can be manipulated. People deserve better information. Build your Business DNA once. Every fact shows where it came from, with independent checks by KwikChex. Start at About This Business.”
What is Business DNA?
The facts behind your business, together.
Your mission. Your people. Your products and services, milestones, locations and key facts. Business DNA brings them into one maintained record — with the evidence behind each checkable claim.
One clear reference for customers and partners, and structured information that search engines and AI assistants can read — in your own approved words.
In detail
The detail behind the outcomes.
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.
How it works
Start with your website. Finish with your review.
- 01
Import from your website
Review sourced findings before adding them. Your existing edits stay yours.
- 02
Add evidence links
Attach supporting sources and keep unknowns honest.
- 03
AI helps complete it
Request wording grounded in your saved company information. Suggestions are not facts.
- 04
Review and approve
Choose the wording, visibility and redactions. Your draft stays private.
- 05
One maintained record
Subscribe and confirm your domain to publish straight away, then keep editing. Some claims show “Pending check” until we check them; authentication stays claim by claim.
Our standard
Every fact shows where it came from.
Each checkable claim retains its evidence links, source context and known dates — or an explicit gap. Missing evidence stays visible, and a website statement is not independent proof. Only safely approved source details can become public; private notes and sensitive details stay private.
“Company statement”, “Not yet authenticated” and “Independently authenticated” mean different things. Owner approval never upgrades a claim’s evidence status, and a complete record never means a whole business is authenticated or safe. Profiles go live once the business subscribes and confirms domain control. Claims that need evidence show “Pending check” until KwikChex staff check them, and payment never buys authentication.
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Independent checks, fact by fact.
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Explore the foundation
Search The Register
Browse The Register of Business DNA profiles — real company profiles published by the businesses themselves, and clearly labelled fictional examples. Every public record is also available as JSON through AI Access.
Coming soon
The Magazine
Your Business DNA, told as a feature story.
The record comes first. An editorial story will bring it to life for readers, using the same approved facts.
Explore what’s coming