DBA Filing (Doing Business As)
A DBA — also called a trade name, fictitious business name, or assumed name — lets your business operate under a name that’s different from its legal name. We check name availability, prepare the filing, handle publication requirements (if your state requires it), and deliver your filed DBA certificate to your dashboard — so you can open a bank account, accept payments, and market your business under the name your customers actually know.
What Is a DBA and Why Do You Need One?
A DBA lets your business use a different public-facing name without forming a new entity.
Brand Your Business
Your LLC might be “JW Holdings LLC” but your customers know you as “Riverside Coffee.” A DBA lets you legally operate, advertise, and accept payments under your brand name without forming a separate entity for each brand.
Open a Bank Account
Banks require a DBA certificate to open an account under your trade name. Without it, your checks, deposits, and payment processing must use your legal entity name — which may confuse customers and look unprofessional.
Accept Payments
Payment processors (Stripe, Square, PayPal) need your DBA on file to process payments under your trade name. Without it, your customers see your legal entity name on their credit card statements instead of your brand.
Common Reasons for a DBA
- Sole proprietor using a business name: “John Smith” wants to operate as “Smith Consulting Group”
- LLC with a different brand: “ABC Holdings LLC” operates a restaurant called “The Garden Kitchen”
- Multiple brands under one entity: One LLC running three different e-commerce stores
- Rebranding: Changed your business name but don’t want to amend your Articles
- Adding a division: Your consulting firm launches a separate training brand
- Franchise operation: Your LLC operates under a franchise brand name
DBA vs LLC — They’re Different Things
A DBA does not create a separate legal entity. It does not provide liability protection. It does not change your tax structure. It simply registers a trade name that your existing business (or you as a sole proprietor) can legally use.
If you’re a sole proprietor without an LLC, a DBA lets you use a business name — but you still have unlimited personal liability. For liability protection, you need an LLC and a DBA if your operating name differs from your LLC name.
What’s Included with Every DBA Filing
We handle the research, filing, and publication — you get the certificate.
Name Availability Check
We search your county and state records to verify your desired trade name isn’t already registered. If there’s a conflict, we let you know before filing — so you don’t waste money on a name you can’t use.
DBA Application Filing
We prepare and submit your DBA application to the appropriate county or state office (varies by state). Includes all required forms, signatures, and filing fees. Most filings are processed within 1–3 weeks.
Publication Assistance
Some states (New York, Nebraska, Arizona, others) require you to publish your DBA in a local newspaper. We identify the cheapest qualifying newspaper and handle the publication process for you.
Filed Certificate
Your official DBA certificate — filed and stamped — delivered to your dashboard. This is the document banks require to open an account under your trade name and that payment processors need on file.
Renewal Reminders
DBAs expire in most states (typically every 5 years). We track your renewal deadline and send reminders before it lapses — so you don’t lose your trade name or face penalties for operating under an expired DBA.
Online Dashboard
Access your DBA certificate, track filing status, view renewal dates, and manage all your business filings from one place. If you have an LLC through us, your DBA appears alongside your other documents.
How It Works
Three steps. Takes about 5 minutes from you. We handle the rest.
Tell Us Your Trade Name
Enter your desired business name, your legal entity name (or personal name if sole proprietor), and your state. We check availability and flag any conflicts before proceeding.
We File & Publish
We prepare and submit your DBA to the county or state office. If publication is required, we arrange it with a qualifying newspaper. Filing + publication typically takes 1–4 weeks depending on your state.
Receive Your Certificate
Your stamped DBA certificate is delivered to your dashboard. Take it to your bank to open an account, update your payment processor, and start operating under your trade name.
DBA Filing Pricing
One flat service fee plus your county or state government fee. No hidden costs.
DBA Registration
Trade name registration
- Name availability search
- DBA application prepared & filed
- Publication arranged (if required)
- Filed certificate delivered
- Renewal date tracking & alerts
- Dashboard access
LLC + DBA Bundle
New LLC with different trade name
- Full LLC Standard plan:
- Articles of Organization
- Operating Agreement
- EIN registration
- Registered agent (1st year)
- Plus DBA filing
- Compliance calendar
Multiple DBAs
2+ trade names for one entity
- Discounted per-DBA rate
- All names filed simultaneously
- Name availability for each
- Publication for each (if required)
- Separate certificates delivered
- All renewals tracked
For 2 or more DBA filings in one order
File Multiple DBAs →Government fees vary widely. County-level filing: $10–$100 depending on the county. State-level filing: $5–$50. Publication costs (where required): $50–$200+ depending on the newspaper. New York City publication is the most expensive — often $200+. You’ll see the exact total before checkout. Check your state’s requirements →
DBA Requirements by State
Every state has different rules for where you file, what it costs, and whether publication is required.
⚠️ States Requiring Publication
These states require you to publish your DBA in a local newspaper for a set period (typically 1–6 weeks) after filing. We handle publication for you — including selecting the cheapest qualifying newspaper.
- New York: Publish in 2 newspapers (county-designated) for 6 consecutive weeks — can cost $200+ in NYC
- Nebraska: Publish once in a legal newspaper in the county
- Arizona: Publish for 3 consecutive publications in a newspaper of general circulation
- Pennsylvania: Publish once in a newspaper and a legal journal in the county
- Georgia: Publish once a week for 2 consecutive weeks in the county’s legal organ
✅ States Where LLCs Don’t Need a DBA
In some states, if you’re an LLC or corporation, you don’t need a DBA at all — you can simply operate under a different name as long as it’s not misleading. Check your state’s rules.
- New Mexico: No DBA filing requirement for any entity type
- South Carolina: No DBA filing required
- Alabama: Only sole proprietors and partnerships need DBAs, not LLCs
- Kansas: LLCs and corps can use trade names without filing
Even in these states, banks may still request some form of trade name documentation.
Who Needs a DBA?
If any of these apply to you, you probably need one.
🏪 Sole Proprietors
If you’re a sole proprietor (no LLC or corporation) and want to use any name other than your full legal name, you need a DBA. “John Smith” needs a DBA to operate as “Smith Consulting.” This is the most common DBA scenario.
A DBA gives sole proprietors a business name but zero liability protection. If you want both a trade name and asset protection, form an LLC first, then file a DBA if your operating name differs from your LLC name. Start an LLC →
🏢 LLCs & Corporations
If your LLC or corporation operates under a name different from its registered legal name, you need a DBA. Common scenarios: your holding company runs a consumer-facing brand, you’re adding a product line under a new name, or you’ve rebranded but don’t want to amend your Articles.
- “Johnson Holdings LLC” → operates as “Bright Path Academy”
- “ABC Tech Inc.” → launches product line “RocketWidget”
- “Regional Services LLC” → runs 3 locations with 3 different names
DBA vs Other Options
A DBA isn’t always the right answer. Here’s when to use each approach.
| DBA ✓ | New LLC | Trademark | Business Amendment | |
|---|---|---|---|---|
| What it does | Registers a trade name for your existing entity | Creates a separate legal entity | Protects your brand name nationally | Changes your entity’s legal name |
| Liability protection | ❌ None (name only) | ✅ Separate entity | ❌ None | Same as existing entity |
| Name protection | County/state only | State only | ✅ Nationwide | State only |
| Cost | $49 + $10–$100 gov fee | $0–$299 + state fee | $250–$350 per class | $99 + state fee |
| Best for | Operating name different from legal name | Separate liability for each business | Brand protection across all states | Permanently changing entity name |
DBA + Trademark is the complete combination. A DBA lets you legally operate under your brand name in your state. A trademark protects that name nationally from competitors. If your brand name is important to your business, register the DBA first (for immediate use) and file a trademark application (for long-term protection). Full DBA vs Trademark guide →
Running Multiple Brands Under One LLC
One of the most common reasons to file a DBA is operating multiple brands under a single LLC. Instead of forming a separate LLC for each business line — with separate fees, tax returns, and compliance — you register a DBA for each brand name and run them all through one entity.
This is simpler, cheaper, and perfectly legal for most situations. A freelancer with a consulting brand and a coaching brand. A restaurant group with three different restaurant names. An e-commerce seller with multiple Shopify stores. Each brand gets its own DBA, bank account (optional), and public identity — but they all flow through one LLC for taxes and liability.
The exception: if one brand carries significantly more risk than the others (for example, a construction company and a consulting firm), separating them into distinct LLCs provides better liability isolation. A lawsuit against the construction brand can’t reach the consulting brand’s assets if they’re separate entities.
Example: One LLC, Three Brands
LEGAL ENTITY
Thompson Ventures LLC
DBA #1
🛒 The Garden Market
E-commerce store
DBA #2
🎓 Green Thumb Academy
Online courses
DBA #3
📋 Garden Design Pros
Consulting services
One tax return · One set of compliance · Three distinct customer-facing brands
What Our Customers Say
“I run two e-commerce brands under one Wyoming LLC. Filed both DBAs through BusinessFormations and had the certificates within two weeks. My bank accepted them same day — new accounts for each brand opened on the spot.”— Angela R., E-Commerce (Wyoming LLC, 2 DBAs)
“The New York publication requirement was the part I dreaded. They found a newspaper outside Manhattan that was $80 cheaper, handled the whole thing, and I had my certificate and proof of publication within 6 weeks.”— Daniel F., Freelance Photographer (New York DBA)
“I rebranded my consulting practice but didn’t want to file an amendment and change everything. A DBA was the perfect solution — kept my LLC legal name intact and started using the new brand immediately.”— Maria L., Business Consultant (California LLC + DBA)
Frequently Asked Questions
What is a DBA?
DBA stands for “Doing Business As” — also called a trade name, fictitious business name, or assumed name depending on your state. It’s a registration that allows your business to operate under a name different from its legal name. For example, “Johnson Holdings LLC” can operate as “Riverside Coffee” by filing a DBA. It doesn’t create a new entity or provide liability protection — it’s simply a registered trade name.
How long does a DBA filing take?
Processing time depends on your state and county. Most filings are processed within 5–15 business days. If publication is required (New York, Nebraska, Arizona, others), add 2–6 weeks for the publication period. We file as quickly as possible and track the status through your dashboard.
How much does a DBA cost?
Our service fee is $49. Government filing fees range from $10–$100 depending on your county or state. If publication is required, add $50–$200+ for newspaper costs (New York City is the most expensive). Total cost for most people: $60–$150. You see the complete breakdown before checkout.
Does a DBA protect my business name?
Only at the county or state level where you file. A DBA does not give you exclusive nationwide rights to the name — that requires a federal trademark. Another business in a different county or state could use the same name. If your brand name is valuable to your business, consider a DBA for immediate use plus a trademark for long-term national protection. DBA vs Trademark guide →
Do I need an LLC before filing a DBA?
No. Sole proprietors, partnerships, LLCs, and corporations can all file DBAs. However, if you’re a sole proprietor, a DBA gives you a business name but zero liability protection. We strongly recommend forming an LLC first (for asset protection), then filing a DBA if your operating name differs from your LLC name. Start an LLC →
Can I file multiple DBAs for one LLC?
Yes. A single LLC can file as many DBAs as it needs — one for each brand, product line, or operating name. Each DBA is a separate filing with its own fee and certificate. This is a common strategy for running multiple businesses under one legal entity. Our Multiple DBA package offers a discounted per-filing rate of $39 each.
Do DBAs expire?
In most states, yes — typically every 5 years (some states: 1, 3, or 10 years). If you don’t renew before expiration, you lose the right to operate under that trade name and may face penalties for continued use. We track your renewal date and send reminders well in advance. A few states have no expiration (the DBA remains active indefinitely).
Is a DBA the same as a trademark?
No. A DBA lets you legally operate under a trade name in your county or state. A trademark protects your brand name, logo, or slogan nationwide. A DBA is local and administrative; a trademark is federal and enforceable. You can have both — and for important brands, you should. DBA vs Trademark comparison →
Do I need a DBA if my LLC name already matches my brand?
No. If your LLC is “Riverside Coffee LLC” and you operate as “Riverside Coffee,” you don’t need a DBA in most states. DBAs are only required when your operating name differs from your registered legal name. Some states allow minor variations (dropping “LLC” from signage), while others technically require a DBA even for that.
What’s the difference between a DBA and an LLC?
An LLC is a legal entity — it creates a separate business structure with liability protection, its own tax identity (EIN), and the ability to sign contracts and own property. A DBA is just a registered name — it doesn’t create an entity, provide liability protection, or change your tax situation. Think of the LLC as the building and the DBA as the sign on the front. Full comparison →
Ready to File Your DBA?
Name search, filing, publication (if required), and certificate — all handled. Takes about 5 minutes. Your trade name registered in 1–4 weeks.
$49 + government fee • Name search included • Publication handled
