According to U.S. Census data from 2024, there are over 33 million small businesses in the United States. But according to Jillian Bichanich, most people never see the small pet store in their neighborhood or the locally owned hardware store when searching the internet for dog treats or paint supplies.
Search algorithms are designed to “favor a lot of things that aren’t in line with local business, solo entrepreneurs or small businesses,” Bichanich said. She hopes a new app called Pocketchange, launching later this summer in Dane County, will change that.
Pocketchange allows users to search for businesses that correspond with their values across over 40 categories, or “alignments,” from local spots to LGBTQIA+-owned businesses to companies that support immigrants or employ formerly incarcerated workers.