TransUnion Launches Business Profile Tool Amid AI Search Shift

Finding a local business used to be simple. You searched Google, clicked a link, and called the number you found. But AI is changing that fast. Today's search engines don't just list results. They generate answers. To build those answers, AI pulls information from dozens of sources at once. If your business details are inconsistent across those sources, the AI gets confused. And a confused AI may leave your business out of its answer entirely. That's the problem TransUnion (NYSE: TRU) is addressing with its newly [launched Digital Business Profile](https://newsroom.transunion.com/new-transunion-digital-business-profile-gives-small-businesses-a-simple-cost-effective-way-to-connect-with-customers/), announced on April 23, 2026, ahead of Small Business Month in May.

One Dashboard, 80+ Platforms

Digital Business Profile gives small business owners a single place to manage their essential details: business name, address, phone number, hours, payment methods, and service areas. Once updated, that information is automatically pushed across more than 80 directories, maps, apps, and social platforms. That's a significant lift. Before tools like this, updating a business listing meant logging into each platform individually. Most small business owners simply don't have that kind of time. "Small business owners work extraordinarily hard to run their day-to-day operations. It's unrealistic to expect them to also update company information across 80 or more search platforms, yet accuracy is essential," said James Garvert, Senior Vice President of Communications Solutions at TransUnion. "Digital Business Profile saves time, strengthens customer connections and helps protect a business's reputation." The annual subscription also includes profile optimization, continuous monitoring, visibility into how customers are finding the business, and help desk support.

Why AI Makes This Urgent

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Mission MediaMission Media

[Google research cited in the announcement](https://newsroom.transunion.com/new-transunion-digital-business-profile-gives-small-businesses-a-simple-cost-effective-way-to-connect-with-customers/) found that customers are 70% more likely to visit a business with a complete profile, and 50% more likely to consider purchasing. Maintaining a complete, consistent profile has become harder as the number of platforms multiplies. AI-powered search summaries now pull information from across the web. One outdated phone number or an old address on a minor directory can affect what AI tells potential customers. [More than eight in 10 businesses suffer inconsistent information across AI models](https://www.yext.com/blog/2025/01/ai-overviews-shaping-search-smbs), and those with incomplete listings risk being excluded from AI-generated answers entirely. "Until recently, business owners could focus on just a few dominant platforms," Garvert said. "But AI has fundamentally changed the search experience. AI search results aggregate information from many sources, so even a single outdated listing can affect what consumers see."

Enterprise Infrastructure, SMB Price Tag

What sets this launch apart is the infrastructure behind it. TransUnion has spent more than two decades managing digital presence for large multinational companies through its Trusted Call Solutions product. Digital Business Profile runs on that same foundation. Small businesses are now getting access to the distribution network and platform integrations previously reserved for enterprise clients with large budgets and dedicated teams. TransUnion hasn't disclosed the annual subscription price. But the company has positioned the product as accessible to "businesses of any size," suggesting pricing well below the enterprise tools that have traditionally dominated this space. For small business owners, the practical implication is straightforward: in an AI-driven search environment, your information needs to be consistent everywhere, not just on Google. The businesses that get this right early will be the ones that show up when customers ask AI for a recommendation. The ones that don't may simply not appear at all.