Good for the planet, good for business
First Mile (thefirstmile.co.uk) scores 83 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Energy & Utilities brands, Other brands, in the 87th percentile of 7104 Energy & Utilities brands.
First Mile is a UK commercial recycling and waste management company headquartered in the London Borough of Islington, founded in 2003. It provides tailored waste and recycling solutions for businesses of all sizes, including national retailers such as Pret and Net-A-Porter. The company states it serves over 30,000 businesses, offering services aimed at reducing waste, increasing recycling rates, and providing data and reporting on waste impact, alongside customer engagement and staff training programmes.
| Brand Name | First Mile |
|---|---|
| Domain | thefirstmile.co.uk |
| Industry | Energy & Utilities, Other |
| Founded | 2003 |
| Headquarters | London Borough of Islington |
| Main Competitors | Biffa (87/100), Veolia (66/100), Suez (83/100), Grundon Waste Management (80/100), Business Waste (80/100), Paper Round, Enva (80/100) |
Moz Domain Authority 46/100 vs category average 39 / leader 92 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #1,607,067 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "As a leading waste management company in the UK, we" (Meta description: 10 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, og:title, og:description, og:image, og:type, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, HubSpot.
Social footprint: verified profiles on X (Twitter), LinkedIn, Facebook, Instagram, YouTube; no detected presence on GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is First Mile?", Claude could not identify the brand as of October 2026. I don't genuinely recognize this specific company, which may be because it's a small or niche UK energy/utilities business with limited web presence or too new to be well represented in my training data.
When asked "Best brands similar to First Mile?", Claude would not surface First Mile as of October 2026. I can't vouch for or recommend a company I don't have verified knowledge of.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
First Mile's main competitors in Energy & Utilities: Biffa (87/100), Veolia (66/100), Suez (83/100), Grundon Waste Management (80/100), Business Waste (80/100).
Sources: Brand Analyzer scan
First Mile has limited AI-search visibility, scoring 42/100 on Brand Analyzer's AI visibility composite (visibility 21, trust 55, recommendation 65). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: First Mile official site
First Mile was founded in 2003. First Mile operates in the Energy & Utilities category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
First Mile is headquartered in London Borough of Islington. First Mile operates in the Energy & Utilities category.
Sources: Wikidata
First Mile scores 65/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Energy & Utilities options. Recommendation depends on crawlability, structured data, and category authority.
Sources: First Mile official site
First Mile is a UK-based commercial recycling and waste management company, founded in 2003 and headquartered in the London Borough of Islington. It describes itself as a leading environmental business providing waste and recycling services to commercial clients across the UK.
Sources: First Mile official site
First Mile provides commercial waste management and recycling services to UK businesses. It offers tailored waste collection and recycling solutions, data and reporting on waste impact, customer engagement initiatives, and staff training programmes designed to help businesses reduce waste, increase recycling rates, and manage costs.
Sources: First Mile official site
First Mile can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: First Mile official site
First Mile offers commercial waste management and recycling services, including tailored waste collection solutions for businesses of all sizes, data and reporting tools to provide visibility into waste impact, customer engagement initiatives, and staff training programmes aimed at improving sustainability and reducing waste.
Sources: First Mile official site
First Mile is known for providing commercial recycling and waste management services to a large number of UK businesses, including major national retailers such as Pret and Net-A-Porter. It is recognized within the UK as a leading environmental business focused on sustainability-driven waste solutions.
Sources: First Mile official site
First Mile is used by UK businesses of all sizes and sectors seeking commercial waste and recycling management, including national retailers and corporate groups. The company states it serves over 30,000 businesses, with named clients including Pret and Net-A-Porter.
Sources: First Mile official site
First Mile scores 42/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
First Mile has a limited AI-visibility profile at 42/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (65/100) and its weakest is visibility (21/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #1,607,067 (Tranco) and a Moz Domain Authority of 46/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and no llms.txt to steer AI to its best pages. In a live check (October 2026), Claude could not identify First Mile from memory, confirming the gaps above.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to First Mile: Telent (83/100), TEAM, Inc. (83/100), Tonkin + Taylor (83/100), Torqeedo (83/100).
A step up - brands to learn from: SUEZ (91/100), SLB (91/100).
Category leader: Electrek (96/100).
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