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Assess merchant risk, no website required
A business name and location, that’s all you need. Run a full risk review in under 30 seconds.
The problem: When businesses don’t submit a website with their application, analysts spend up to 30 minutes Googling to figure out if they’re real. That’s slow, inconsistent, and doesn’t scale.
What changed: TrueBiz reviews now support every business model, including those that trade physically, or through marketplaces and social platforms. Just input a business name and location, and we can assess it. No website URL needed.
Why it matters: Broader coverage across real-world business models. Less manual work for analysts, more merchants you can evaluate, same automated risk intelligence.
The merchant verification coverage gap
A merchant comes in without a website. Or with a dead domain. Or they only exist on Instagram and Google Reviews.
The risk review still needs to happen, so an analyst does it manually.
They search for the business name. Cross-reference locations. Check marketplaces. Read reviews. Validate the entity exists. Look for red flags.
It works - but it’s slow, and inconsistent. And when you’re reviewing hundreds or thousands of merchants, it doesn’t scale.
You're either turning away revenue or your analysts are drowning in manual reviews.
That stops today, because we’ve automated it.
Automated risk review: how it works
Give us a business name and address. In under 30 seconds, we’ll deliver a complete risk assessment based on an analysis of their internet footprint. We answer the same questions your analysts spend 30-60 minutes answering manually:
Does the business exist?
We search for evidence of the business across the open web - directory listings, review platforms, social profiles, map presence - and determine whether there's a consistent, verifiable footprint, even when the details vary across sources. We verify URLs when provided, or find websites the merchants didn’t want you to find.
Is it operating normally?
We analyze hundreds of signals such as foot traffic, social media activity, and customer review velocity, against what’s normal for this type of business.
Does the business model fit policy?
We identify what the business actually does, assign accurate Merchant Category Codes (MCCs), and flag concerns around restricted categories or policy violations.
The output: a structured Web Presence Review with risk signals, scoring, and explanations. Everything you need to make a decision - no manual investigation required.
Business types now supported: merchant underwriting without websites
Assess any business model, regardless of how they operate.
This now includes merchants your current tools miss, such as:
Physical businesses
Assess restaurants, cafes, retail shops, venues, and services - businesses with storefronts but no websites.
Marketplace-native sellers
Review businesses that trade exclusively on Amazon, Etsy, eBay or other platforms.
Social-first businesses
Review businesses that exist primarily on Instagram, Facebook or TikTok instead of traditional domains.
What this means for you
Capture revenue you were turning away
Assess legitimate businesses regardless of how they operate, and resolve mismatches in legacy portfolios.
Hours of manual work → under 30 seconds per merchant
Hours of manual investigation per merchant, now achieved in seconds.
Faster onboarding keeps the merchant experience smooth and competitive
SMBs, non-ecommerce businesses, and cross-border merchants move through faster.
Analysts freed up to focus on complex cases
Redirect time from repetitive searches to high-value risk work.
Accurate Merchant Category Codes across all business types
The only solution to provide automated MCC classigication for businesses without websites.
No corners cut on risk assessment quality
Same risk signals, same scoring, same audit trail.
What stays the same
URL-based searches work when websites exist. Name and location searches work when they don't.
Either way, you get the same structured risk assessment: comprehensive risk signals, clear scoring, and full audit trail. Same intelligence, broader coverage.
Why now
Millions of legitimate businesses don’t operate with traditional websites.
And your analysts feel this pain, filling the gap with manual work.
They’d investigate merchants without websites. Build profiles from scattered signals. Make judgement calls on inconsistent data.
We watched that process and asked: why can’t this be automated?
Now it is.
Getting started
Name and location search is live in TrueBiz now.
Existing customers: look under “Add more” in the TrueBiz platform to start a review with a name and location.
New to TrueBiz? Schedule a demo and we'll give you platform access to test it on your own merchant portfolio. No commitment required.