Nigerian startup Truee has launched a platform designed to help businesses organise and control the information that AI tools use when identifying or recommending companies and local services.
Founded this year by Adekola Adedokun, Truee allows businesses to create structured profiles containing their services, products, location, contact details, portfolios and the exact way they want their businesses described. The initiative could help small businesses improve their chances of being accurately discovered as more customers turn to AI assistants for information and recommendations.
“The long-term goal is for AI platforms to use this information when users search for or ask about businesses,” Adedokun said.
Addressing a Growing AI Discoverability Gap
Adedokun said many African businesses already have an online presence, but their information is often spread across WhatsApp, Instagram, Facebook, websites and business directories. This can make it difficult for AI systems to find complete and reliable information about a company.
For example, a customer asking an AI assistant to recommend a plumber, restaurant or other local service may receive limited or outdated information if the business does not have structured information available online.
“When someone asks an AI assistant to recommend a plumber, restaurant or other local business, the AI may not find enough accurate information. Truee is trying to solve this AI discoverability gap,” he said.
Truee operates in a space that includes established business directories and services such as Google Business Profile. However, its focus is on preparing structured and verifiable business information specifically for AI systems.
The startup is currently bootstrapped and has begun testing its first product with Nigerian businesses, freelancers and service providers. It has also introduced portfolio profiles that allow professionals to showcase previous work and provide evidence of their experience.
“We have also introduced portfolio profiles that allow professionals to present their work as proof of experience,” Adedokun said.
From Nigeria to a Wider West African Market
Truee remains at the pilot stage, with about 70 businesses having created profiles. A smaller number have completed the verification process, as the startup continues to assess how businesses respond to the platform and where improvements are needed.
“We are using this stage to understand what businesses need and improve the onboarding and verification process,” Adedokun said.
The company plans to expand beyond Nigeria into other West African markets, particularly those where small businesses depend heavily on WhatsApp and social media rather than traditional websites.
“Our next target is West Africa, especially markets where many small businesses depend on WhatsApp and social media rather than traditional websites,” he said.
Truee is currently pre-revenue. Its planned business model includes premium business profiles, verification services and paid tools that will help businesses manage and improve how they are represented to customers and AI platforms. The startup also plans to explore providing structured business data and integrations to AI companies and other platforms.
“In the future, we may also provide structured business data and integrations to AI companies and other platforms,” Adedokun said.
The company still faces the challenge of educating businesses about why AI discoverability matters. While many owners understand social media marketing, structuring information for AI remains a relatively new concept. Verification can also be difficult because some small businesses operate offline and have limited formal records.
For Truee, addressing these challenges will be important as it works to build a platform that gives African businesses greater control over how they are found, understood and recommended in an increasingly AI-driven digital economy.
