Wisconsin Business Name Search (LLC Lookup) – Guide
Ensuring Your Wisconsin LLC Name Is Available
A unique business name is key for branding, but it can be difficult to navigate the various rules for business names in Wisconsin.
This page will guide you on how to check the availability of your LLC name and ensure it can be used.
Wisconsin LLC Name Verification
When you submit your paperwork to establish an LLC in Wisconsin, your filing could be rejected if the name you choose is already in use or does not adhere to state naming regulations.
How to Search the Wisconsin Business Entity Name Database
You can utilize the business entity search to compare your business name with the currently registered entities in Wisconsin.
✎ Note:
This tool is often referred to as either the Wisconsin Business Name Search or the Wisconsin Business Entity Search. Both terms describe the same website and provide the same search results.
Visit the Wisconsin Business Entity Search page
Wisconsin Department of Financial Institutions: Corporate Records Search
It's simple: enter your desired LLC name in the search bar and click Search Records.
Search Tips:
- Exclude terms like "LLC", "L.L.C.", "Limited Liability Company", and punctuation marks (commas, periods, apostrophes) from your search.
- You can use either uppercase or lowercase letters in your search.
★ Tip:
To ensure thoroughness, start with a search for the main part of your desired name. For instance, if you want "Sunset Ventures LLC", first search for "Sunset Ventures" and then "Sunset" to cover all possible variations.
Skip the Advanced Search
Don't use the Advanced Search on the Wisconsin Business Name Search. It only shows a small number of results.
Instead, use the regular Corporate Records Search for a more complete list of names to see if your desired business name is available.
Wisconsin DFI Name Availability Search
The Wisconsin Department of Financial Institutions (DFI) offers a Name Availability Search tool to help you find potential conflicts with your desired business name.
While this tool can help identify name conflicts, it doesn’t guarantee your name will be accepted. Use it alongside the Corporate Records Search for a more thorough check on name availability.
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How to Check if an LLC Name is Taken in Wisconsin
To see if an LLC name is available in Wisconsin:
Search without Designators or Filler Words
Check names by searching without designators (like "LLC") and filler words (like "The" or "&"). For example, search for "Rose Gardens" instead of "The Rose Gardens LLC".
Use Both Search Tools
Use both the Name Availability Search and the Corporate Records Search. Check both tools to ensure the results align.
Example: If searching for "Rocket Man" shows no conflicts in Name Availability Search but shows potential issues in Corporate Records Search, contact the DFI for confirmation. They can give you an informal opinion on the name's availability, though they can't guarantee approval.
Name Availability Search: This tool shows potential conflicts with your name but doesn’t guarantee approval. For instance, if you search “Rocket Man,” you might see no conflicts here.
Corporate Records Search: This search provides a broader view and may show existing businesses with similar names. For example, it might reveal several businesses with names that could conflict with “Rocket Man.”
How to Understand Wisconsin LLC Search Results
If your search results show names that do not match yours exactly, your LLC name is likely available.
For example, if "Sunset Ventures LLC" yields results like "Sunset Management" and "Sunset LLC", your name should be available.
What If My Desired Name Is Not Available?
If the name you want is already in use, you will need to choose an alternative name or modify your desired name.
Wisconsin Secretary of State Contact Information
You can contact the Wisconsin Department of Financial Institutions (DFI), Division of Corporate and Consumer Services to check if your LLC name is available.
While this service might not be available in every state, Wisconsin representatives can guide you through the process of using the Wisconsin Business Name Search to see if your name is free. They can not guarantee that your name will be approved, but they can provide useful information.
Call the LLC Department at 608-261-7577, Monday through Friday, between 8 am to 5 pm Central Time.
Wisconsin LLC Name Requirements
As per Section 183.0112 of the Wisconsin LLC Act, there are several rules and requirements you should be aware of when naming a Wisconsin business entity.
Comma Usage
You are not required to use a comma in your LLC name. Both formats are acceptable:
- Lakeside Ventures LLC
- Lakeside Ventures, LLC
Permissible Designators
Your LLC name must end with one of the following designators:
- LLC
- L.L.C.
- LC
- L.C.
- Limited Liability Co.
- Limited Liability Company
- Limited Company
- Limited Co.
- Ltd. Liability Co.
- Ltd. Liability Company
✎ Note:
The term "LLC" is the most commonly used.
Restricted Designators
Your LLC name cannot include terms that imply it is another type of business entity, such as:
- Inc.
- Corp.
- Cooperative
- Incorporated
- Corporation
Restricted Words in Wisconsin LLC Names
Your Wisconsin LLC name cannot include words or abbreviations that are legally restricted.
For instance, you cannot name your LLC in a way that suggests it is a bank, a government agency, or any other entity that might mislead the public.
Additionally, you cannot use terms reserved for licensed professionals. These terms can differ by state but often include accountants, architects, attorneys, dentists, and engineers.
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Special Word: "Insurance"
If your Wisconsin LLC name includes the word "insurance", it must clearly state that your LLC is not an insurance company.
For instance, names like "Kenosha Insurance Agents LLC" or "Health Insurance Helpers LLC" show that the business offers services related to insurance but is not an insurance company.
Ensuring Your Wisconsin Business Name Is Distinguishable
To ensure your LLC name is acceptable, you must compare it with existing names using the Wisconsin DFI Corporate Records Database.
If your name is not unique, you will need to come up with a different or modified name.
Rules for Distinguishability
Designators
Merely changing the designator (the suffix of the name) does not make a name unique. For example, if "Cheesehead Creations LLC" is your desired name, it will not be acceptable if you find any of the following names in the Wisconsin Business Name Search:
- Cheesehead Creations, Inc.
- Cheesehead Creations Corp.
- Cheesehead Creations, L.L.C.
Generic Words
Including generic words like "Wisconsin" or "Company", or abbreviations of these words, doesn't create distinguishability.
If your desired LLC name is "Lakeview Wisconsin LLC", it's not available to use if any of the following are found:
- Lakeview Inc.
- Lakeview Company LLC
- Lakeview WI LLC
Filler Words
Adding filler words such as "the", "a", "an", "and"m or "&" does not make a name distinguishable. For instance, "Hartford Ventures LLC" will not be available if any of the following names are found:
- The Pine Ridge LLC
- A Pine Ridge Inc.
- Pine & Ridge LLC
- Pine Ridge and Co. LLC
Numerals or Spelled Out Numbers
Using numerals (like 5 or 101) instead of spelling out the number (like "five" or "one hundred and one") doesn’t create distinguishability.
If your desired LLC name is 48 Degrees LLC, it's not available to use if any of the following are found:
- Forty-Eight Degrees LLC
- Forty-Eight Degree Inc.
Plural or Singular Words and Possessive Words
Changing a word to its plural or possessive form does not make a name unique.
If your desired LLC name is "Oaks Crafts LLC", it will not be available if any of the following names are found:
- Oaks Crafts LLC
- Oak's Craft Inc.
- Oak Craft, L.L.C.
What If My Business Name Is Rejected?
If you submit your Wisconsin Articles of Organization and your chosen business name is not available, do not worry.
The state will inform you of the rejection and provide reasons. You will then need to resubmit with a new or adjusted name.
Do I need a name reservation in Wisconsin?
No, a name reservation isn't required to form an LLC in Wisconsin. It’s an unnecessary step and a waste of money.
You can simply file your LLC's Articles of Organization with your desired LLC name.
Does Wisconsin require an LLC in the name?
Yes. Your Wisconsin LLC name must include one of the following designators at the end:
- LLC
- Limited Liability Company
- Ltd. Liability Co.
Does my Wisconsin LLC need a DBA?
No, you're not required to file a DBA ("Doing Business As") for your business entity in Wisconsin.
A DBA, known as a Trademark or Trade Name in Wisconsin, allows your LLC to operate under a name different from its legal name (the name on your Articles of Organization).
If you wish to use a different name, you must file a Trademark Registration and pay an additional fee of $15 to the Department of Financial Institutions (DFI). For more information, consult the DFI Trademark Guide.
There is no limit to the number of Trademarks or Trade Names an LLC can have, but each must be distinguishable from existing business names in the state.
When would my LLC use a DBA?
If you form an LLC named Sky Tree Cruise Lines LLC but want to use a friendlier, catchy name like Sky Cruises, you would need to file a Trademark Registration to use the name Sky Cruises.
If you don't file a Trademark Registration for a different name, you can only use your legal entity name of Sky Tree Cruise Lines LLC. Similarly, if you want to operate under the name Sky Tree Cruise Lines without the "LLC", you need to file a Trademark for Sky Tree Cruise Lines.
How do I get a business domain name?
Once you’ve chosen a business name you like, it's wise to check if the corresponding domain name is available before finalizing your LLC formation.
You can search for available domain names with GoDaddy:
What does "distinguishability" mean?
"Distinguishability" means that each business name must be unique and not identical to any other name on the DFI records.
For example, if you want to form an LLC called Lambeau Landscapers LLC, but there is already a business named Lambeau Landscapers, Inc. in another town, your desired LLC name is not distinguishable from the existing Wisconsin Corporation. Therefore, you must choose a different name.
How do I come up with a business name?
Choosing a business name is key for branding and recognition. The name of your Wisconsin LLC can be your company's brand name, but it doesn’t have to be (refer to the DBA section above). Here’s a process to help you come up with a name:
- Write down the features and values you want to associate with your company.
- List out as many business names as you can think of without editing or analyzing them initially.
- Review your list and note any variations or new ideas.
- Set the list aside and do something else, then revisit it after some time and add new ideas.
- Read the list out loud and get feedback from friends, family, or business partners.
- Repeat the process as needed, refining your list and reviewing it periodically.
- If you’re still undecided, try a decision-making technique like choosing a name after counting to 10. Trust your instincts and go with what feels best.
Can I use the name of another Wisconsin entity?
No, you cannot use the same name as another Wisconsin business, regardless of entity type. This includes corporations, LLCs, and any other business entity type.
Even if a business is in "delinquent" status on the Wisconsin DFI website, you still cannot use their name. However, if a business is dissolved, its name is no longer protected, allowing you to form an LLC with that name.
How do I change my LLC name?
You can change your LLC’s name later by filing an Amendment form with the Secretary of State. For detailed instructions, please refer to our guide on how to change an LLC name in Wisconsin.
How to start an LLC in Wisconsin?
Here are the steps to starting an LLC in Wisconsin:
- Choose an LLC name and ensure it's available
- Select a Wisconsin Registered Agent
- File the Wisconsin LLC Articles of Organization
- Complete and sign an LLC Operating Agreement
- Obtain a Tax ID Number (EIN) from the IRS
- Open an LLC bank account
- Check if you need a business or sales tax license in Wisconsin