Identity holds the facts about your company: its name, phone, website, the trade it works in, its address, and its time zone.
The time zone is the one that matters most
Every date boundary in the platform is drawn from it. What counts as "today", where a month ends, which week a job falls into, when a scheduled post goes out.
Set it wrong and nothing looks broken — figures simply land a day either side of where you expect, in a way that is very hard to trace back to a setting. Set it once, correctly, before reading anything closely.
Trade and industry
What the business actually does. This is read by content generation, by the assistant, and by the benchmarks applied to your numbers.
Be specific. "Services" tells the platform nothing; "residential HVAC service and replacement" changes what it compares you against and what it suggests.
Owners and officers
Who owns and directs the business.
This is the information a lender, an insurer or an accountant asks for, and the information nobody can find when they do. It also matters for keeping the owner's own money visible — draws and distributions are not business expenses, and attaching them to a person rather than a category keeps them out of your cost figures.
Contact details
Used on anything customer-facing that the platform produces: quotes, invoices, emails, and generated content.
Worth checking against what is on your van and your website. A quote carrying a number you no longer answer is a quote that does not convert, and it is the kind of thing nobody notices until a customer mentions it.
Why it is read rather than asked
Filled in once here, these details flow into quotes, reports, generated content and the assistant's answers. The alternative is being asked for them each time, or worse, having something plausible assumed.