Credit ratings for more than 1.5m companies in the UK are now freely available following the launch of an online reviews directory. BView, which has been live for a month, lists the details of more than 2.3m trading companies, including credit ratings, customer reviews and scores on quality of service and reliability.
Unlike opt-in business directories and review sites, companies cannot remove their profiles and the interactive nature of BView means that individuals can search through league tables of businesses ranked by their customers.
The credit information has been provided through credit reference agency Equifax and is updated every month, according to Brad Liebmann, founder and chairman of the web portal. He hopes the site will become the "Wikipedia" of commercial data, promoting good practice and exposing rogue traders. "We are taking information that is opaque and exposing it. This level of transparency is the only way forward for UK businesses," he said.
However, not everybody is convinced of the benefits with some observers saying it could do more harm than good. "The guise it is in at the moment, it’s dangerous," said Ron Bidwell, group credit manager for Bridisco. "A lot of the information from what I’ve seen looks really out of date, more than a month old, so you’ve got companies on there that are said to be financially stable when in reality they’re not."
He added that the accuracy of the information posted is questionable and could easily be skewed. "People are quicker to reprimand than praise so it is 20 times more likely you’ll get someone saying something bad than good," he said. "Also, who’s to stop me registering under 20 different names and slagging off all my competitors?"
Liebmann said it will only remove any reviews or comments that are obscene and malicious in intent but aims to mitigate against people trying to manipulate ratings by weighting the value and influence of reviewers. "We accept that not all businesses will like being up there and that we could either be loved or loathed," he said.
With businesses ranging from sole traders to limited companies, he added that the site will create a level playing field for everyone, regardless of how big or small the marketing budget is. Every business has a free profile but can take out a premium membership at £149 per annum for added benefits such as a web link and logo.
Professor Andrew Burke of Cranfield School of Management, whose area of expertise is small to medium sized enterprises, believes the portal will radically transform the dominant economic model. "The site encourages innovation as businesses now need to be more competitive and responsive to customer needs, thereby strengthening the UK economy," he said.